2022 is an extraordinary year for the consumer industry and the advertising industry. This year, it was a year when consumer investment was cold and consumption was sung down; At that time, the track, once regarded as a "window" for camping and prefabricated vegetables, was still hot, and a healthier industrial ecology gave birth to the environment; This year, the opening year is the Winter Olympics and the end of the year is the World Cup. Unprecedented sports year has stimulated outdoor consumption fever, and minority outdoor sports are constantly out of the circle; It was also in this year that Liu _ Hong gave a wave of existence to home fitness on his own; This year, the existing business forms are still breaking boundaries, the integration of far/near-field e-commerce is accelerated, social platforms are accelerating video/e-commerce/live e-commerce, and offline retail continues to differentiate members/discount stores. The catering industry started the online and offline integration transformation; This year, the brand shifted more resources from broadcasting to online self-broadcasting, paying more attention to sales transformation; In the context of the general depression of the advertising industry, the offline ladder media industry has gone against the trend and won more bets from many advertisers, especially food and beverage companies. With the liberalization after the epidemic, what other consumption growth and marketing trends are certain in 2023? Community marketing institute will give some enlightening views to share with readers in combination with Questmobile's institutional report. First, communication and contact are fragmented and scene-oriented, and the decision-making process is more disorderly. In the past year, the communication and contact between brands and consumers has become more dispersed. Online attention is more diluted, and the traffic cost is higher. This comes from two factors: social platforms are not satisfied with the cake planted with grass, accelerate the realization, and compete with traditional e-commerce/live e-commerce and other businesses for traditional e-commerce/emerging e-commerce; E-commerce & has not been idle. The far/near e-commerce platform has been accelerated, Tmall has launched instant retail business, JD.COM has also started its own retail business (JD.COM Supermarket & ampJD.COM Department Store), the video number has started live broadcast with goods, Xiaohongshu has accelerated the launch of video works/the construction of its own mall, Tik Tok has also cooperated with Hungry to do store/home business with group coupons, and even the short video is accelerating. The perceived change brought to consumers is that more and more topics on social platforms are mixed with the marketing content of merchants, and it is more necessary to listen to talents/self-study to screen goods. More and more categories can complete the prices and on-site services of different platforms online. After the offline retail stopped, the growth concentrated on more certain consumption scenarios: First, more and more industries, such as baking, hot pot, pot-stewed and so on. , opened a brand chain store in the community. This is not only because, under the competition of new consumer brands in the previous two years, the high-quality business districts in high-speed cities have been saturated, and they have to bear high rents and labor costs for the lockout; It is also because consumers have developed better consumption habits closer to home if they are related to fresh food in individual categories. Second, in addition to the increasing density of brand chain stores in the community, the business forms and retail formats of large business districts, city squares and suburbs are still shuffling. High-quality business districts should not only evolve to the latest/most fashionable (such as holding exhibitions/concerts/opening pop-up shop, etc.). ), there must be enough differentiated formats (competitive with offline retail peers and e-commerce), such as the recently opened SKP Chengdu project, which is positioned at the high end and pays more attention to aesthetics. The change in the perception of the consumer side is that in order to meet the needs of people with different spending power, meet the needs of different categories with the same spending power, and meet the needs of the same category in different channels, the retail format will continue to differentiate into new forms. The examples of member stores/discount stores, Starbucks select stores/Starbucks traditional stores, and boutique fruit shops/community group buying fruits at home are all confirmed: even the same group of consumers (such as young people who have just graduated) with hundred-dollar bills, Even if there is only a demand for a specific category (such as coffee), it will bring very uncertain traffic to high due to the dispersion of communication contacts. Low-end channels (radiating the high-quality business circle in the city or radiating the business circle of 3-5km in the city)/brands under specific channels (street shops choose Ruixing or Lucky Coffee or Coffee)/brands and their different store types (Starbucks Select or Starbucks Big Store)/products of different specifications under different channels (American concentrated or hand-washed). Online and offline traffic tends to be fragmented and scenes, and consumers' decision-making behavior is more "irrational" and "unorganized". Taking coffee as an example, the following pickpockets are very common: before the Double Eleven National Congress, I accidentally brushed a short video into the live broadcast room with goods, and hoarded a bunch of fine coffee; When it rained the next day, Ruixing's official WeChat account pushed a coupon for rainy day consumption and ordered a cup of coffee as a hand warmer. Finally, the rain stopped, and I met my friends in a newly opened business district. Once again, it is hard to refuse the coffee shop that "the first store in the region" and "opening a store is a discount". What do brands do when consumers' attention is so distracted? Second, what marketing strategies can brands have in 2023? 1. Around the traffic hot spots, I ate pickled fish for a penny, which made the interesting entrepreneurial shops in Luo Min catch fire. Its record in Tik Tok is enough to give people a glimpse of what a considerable consumer market can be shaken by maximizing public sector investment and private sector drainage in Tik Tok. However, this kind of traffic grab out of thin air is unsustainable after all. More mature brands must first learn to follow the trend, especially in 2022, when big events continue. In the direction of taking advantage of the trend, both the Winter Olympics at the beginning of the year and the World Cup at the end of the year are very valuable brand exposure opportunities. According to the statistics of Questmobile, the most active sports marketing industries in 2022 are food and beverage (33.3%), clothing and bags (16.3%), IT electronics (8.5%) and household appliances (7. 1%), and the cooperation modes are mostly advertisements (39%) and theme activities (6544). It is worth mentioning that the patriotic enthusiasm of the Chinese people is unprecedentedly high on the world stage and in the top-level competitions that win glory for the Chinese people. Which stars are more suitable for this positive mood and are more likely to win the favor of brands? According to Questmobile's statistics, in 2022, the athletes that the brand likes to cooperate and keep signing contracts are Gu Ailing (28), Su (1 1), Wu Dajing (9), Su (7) and Xu (6). 2. Promote joint brand new products and reach their respective audiences in two directions. In addition to taking advantage of specific traffic points, more conventional and higher-frequency brand co-branding is also becoming a routine operation. Judging from the performance of brand alliance in the past year, in addition to reaching their respective audiences through brand * brand (54.3%), brand * image IP(29. 1%), brand * content IP(8.4%) and brand * channel (8.2%) are becoming more and more common. Brand co-branding has become more and more common, which is driven by the following factors: young consumers prefer co-branded products. If a new product is co-branded, it is easy to create hot spots out of thin air, such as the coconut latte co-branded by Ruixing and Coconut Tree, then the co-branded product is naturally suitable for food and beverage (25.7%), beauty care (65,438+03%) and clothing bags (65,438+02) with faster pace of new products. Brand co-branding can reach their respective audiences. The essence of multi-brand co-branding is to extend the vitality of strong IP and expand the rich connotation of the brand. Phenomenal products in the past year include: Pizza Hut, Red Star Hongxing Erke and the glory of the king, Holiland and Harry Potter, Happy Tea and Dream Records. According to Questmobile's statistics, among the above phenomenal brand cooperation, 53.2% and 23% of people aged 24 and below and 25-30 years old have the lowest proportion of Hollywood * Harry Potter. Holly has been opening a store for 20 years, and the core fans of Harry Potter in China are mainly post-80s and post-90s. The overlapping of this era will cause a high degree of emotional killing. A more telling example is the original god. About 30% of its users are in China, while according to the statistics of Questmobile, the proportion of people aged 24 and below, 25-30 years old, 3 1-35 years old is 35.7%, 32% and 25.7% respectively. Compared with other mass mobile games, the distribution of users of all ages is relatively more balanced, but the proportion of people aged 24 and below reaches 59. Although the scale of its domestic users (about 20 million) is not as large as that of the glory of the king (about 65.438+0.5 billion), after September (after the original version of Shenda was updated 3.0), its discussion on major social platforms has been above that of the glory of the king and the peace elite. 3. Transform the brand of the past year with live broadcast and new sales. The most common saying is that traffic is more expensive, and every penny should be spent on the cutting edge. So, which marketing methods can bring more intuitive sales transformation and which can bring higher exposure? In the past year, the efficient marketing methods that can bring sales transformation to the brand include live marketing (19.2%) and new product marketing (14.6%); Efficient means to bring higher exposure include sports marketing (12.8%), endorsement marketing (10. 1%), joint marketing (8.2%) and theme activities (7.5%). Sales transformation+exposure can not be neglected, only the transformation is not exposed, it is easy to rely on sales channels and lose brand influence; As long as the exposure is not transformed and the brand has no cash flow, the production line will soon be unsustainable. Therefore, high-quality marketing strategy must be an organic combination of the two. For example, in May last year, Coca-Cola launched Rhythm, the first meta-universe concept product, which can borrow the hot spots of the meta-universe. At the same time, high exposure may not bring low conversion. If the theme song (32.3%), promotional film (25.8%) and micro-film (16.8%) can leave a deeper brand image in consumers' minds, and bring out the consumption scene of the brand with perceptual and creative new media content, the decision-making cost can be greatly reduced in the future: Gucci gives it to Valentine's Day. 2023 has just begun, and we will expect brands to provide more new marketing ideas.