How do brands realize from "net red" to "long red"?Industry big coffee talks about Sichuan -Chongqing New Consumption change and upgrade

Cover Journalist Zhu Zhu

In 2022, unstable external factors made the new consumer industry face more complicated problems. Whether it is brand establishment, crowd, or channel impact, it has changed the direction of investment, the perspective and response of Bashu enterprises.

On June 18, the "2022 WISE Bashu taste" Sichuan -Chongqing New Consumer Industry Summit was held in Chengdu. Many industry coffees and experts gathered together to discuss the reform and upgrade of the Sichuan -Chongqing New Consumer Industry.

"Whether it is a new catering brand or a new consumer brand, it will face the same pain point in the Sichuan -Chongqing area -limitations of the senior vice president of the co -founder of Xinchao Media Group. The categories are generally larger than the brand, showing a relatively strong limitations. They often roll in the Sichuan -Chongqing area. The more successful catering brands are some foreign companies.

Therefore, He Yan suggested that Sichuan -Chongqing enterprises should do a good brand, require good products and supply chains, clearer positioning, the construction of channels with overall online and offline cooperation, focus on marketing promotion and continue to invest and long -term persistence.

So how do you make a brand, how to make the brand from "net red"? Chen Zhaohui, chairman of Baijia Akuan Food, mentioned in his speech that products are the first element, and secondly to capture the precise needs of the target consumer group, and quickly keep up with the changes in the channel, establish an omni -channel business chain, in addition, continue to innovate innovation It is the most critical point.

Meihua Chuangzhun partner Ma Ning discussed from the perspective of investor. In his speech, he mentioned: "The core of consumption and the place where the final landing is still in the physical manufacturing, and there must be a thinking of creating a super large item. The reason why many brands can rise are because of having a super large item, which can have a long vitality. "

Qing Yong, the founder of Tomato Capital, found that the reason why many brands can become an Internet celebrity have some important value points. One of them is a strong sense of users. He said: "The brand has established users at some points The super memory is enough to focus on the user's needs point to create the most expected things for users. At this time, we will produce what we call super dissemination. Of course ', There are still many ways to go in this process. "

"Now the strategy of our enterprise must match the national strategy, and the values ​​of the enterprise and the values ​​of the country must be matched." Zhang Aoping, Dean of the Institute of Incident, mentioned in the speech. In the period, at this stage, we need to deeply understand the country's macro strategies, especially the national short -term, medium -term, and long -term "business plan".

In addition, when companies thinking about the certain opportunity of the consumer industry at the moment, Zhang Aoping believes that how to improve production efficiency, reduce production costs, and increase the cost -effectiveness of production products through digital methods. This is a proposition that needs to be deeply considered at the moment.

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