Editor's Guide: Yuan Qi Forest, Hanfu and POP MART, which once belonged to young people, seem to be "infiltrating" into the corner of public life unconsciously. However, after young people entered the market, a large number of unknown domestic new brands burst into great energy, gradually replacing foreign companies and occupying a place in China's young market. The author of this paper analyzes this and shares it with you.

In the past two or three years, colorful blind boxes can be seen everywhere in shopping malls, and the huge signs of POP MART are often placed in the most conspicuous bunks; When you are tired of shopping and brushing your mobile phone, advertisements in Yuan Qi Forest are overwhelming; Sitting on the subway after eating and drinking, girls wearing Lolita or Hanfu may stand beside you with milk tea. The small circle that once belonged to young people seems to be unconsciously "infiltrating" into the corner of public life.

If you notice, congratulations, this is not an illusion, but an opportunity.

With all the Z-generation stepping into the 20th generation and becoming the main crowd in the 2C market, the consumer market is experiencing a "supernova explosion" which is rare to the naked eye-a large number of unknown domestic new brands are exploding with great energy, gradually replacing foreign companies and occupying a place in the young market of China.

Some of these "supernova" brands have successfully landed, and some are only one step away from listing. Who doesn't envy them? Who doesn't want to get on this express?

Kotler's China consulting team, the father of modern marketing, has gained insight into this transformation of China's marketing model. Based on the marketing 5.0 theory of the elderly, combined with the national conditions and the successful cases of local brand marketing development, a marketing treasure book-supernova white paper in the digital age was written.

The book is a good book, but it is a pity that nearly 100 pages of dry goods, so busy marketers have no time to read the whole book at all.

So, Bian Xiao, a caring person, made a summary of four popular marketing templates, namely "product category", "brand building", "wide communication" and "DTC", and chewed these four modules carefully, and then arranged and combined them reasonably according to their own products and enterprise positioning, which is to seize the golden key of marketing of Z generation.

Determine the category first: cut in from the vertically subdivided categories with real demand and market space.

Case Study: Yuan Qi Forest

With the improvement of living standards and the frequent occurrence of sudden death, the health awareness of young people in China has gradually increased. Commodities labeled as "health", "weight loss" and "health preservation", such as oats, light food, low-fat European bread and other products, have earned "health dividends" and occupied a large number of young people's markets. At the same time, the beverage industry in the "health disaster area" lacks a product that stands out from the crowd. Although products such as "Zero Coke" have existed for a long time, they have not formed a certain scale because of the early publicity period.

Yuan Qi Forest discovered the real demand and vacancy of the beverage industry, emphasized the promotion of "0 sugar, 0 fat and 0 calories", grasped the young people's psychology of "drinking without pressure" and integrated into the "healthy culture" of the Z generation, thus taking the lead in occupying the leading position in the beverage market in the new era and becoming a dark horse in 2020.

Second, the plastic brand: from 0 to 1 to create an IP-based super brand.

Case study: POP MART

I believe that in 202 1, few people have never heard of POP MART. As the most successful listed company in China in recent years, the facade of POP MART is almost all over major shopping malls. In 20 17, its net profit was only10.6 million, which soared to 99.5 million in 20 18, and tripled to 45 10 million yuan in 20 19, with a total gross profit rate of 65.8%.

In the face of such a tough performance, who would have thought that it was a toy agent that lost money for three consecutive years?

There are two main reasons for its success: first, the above-mentioned "fixed category" helped it turn losses into profits in 20 17, and second, the "plastic brand" further expanded its market share and made it really have the capital to go public.

With 93 IPs including Molly, SkullPanda, Dimoo and other explosions, POP MART has covered most of the trendy gameplay market from cute style to niche art style, successfully expanded the audience, seized 60% of the market, and realized the continuous doubling of its performance in recent years.

In fact, "diversified IP tactics" are not uncommon. Emerging companies such as Alibaba and Xiaomi are also good at and willing to use diversified IP to build a corporate ecosystem. But compared with their advantages, the biggest trouble that multi-IP brings to marketers must be the confusion of promotional materials.

At present, the commonly used tools basically only support uploading services, and there is no corresponding content management system, which is easy to lead to the leakage of important external data, which in turn leads to hidden sales risks. The small document we use when managing extrapolated data has the functions of document version review and automatic detection and update, which solves a lot of complicated confirmation processes in content verification and saves time and cost.

Third, wide spread: concentrate blasting from small circles and expand the circle layer by layer.

Case study: lullaby-guochuang Lolita brand

The 2020 Vertical Circle Marketing Report pointed out that under the deconstruction of the Internet, social and economic factors have been reclassified and aggregated, and people tend to deal with people with the same interests, attitudes, hobbies and values, forming a specific social and consumer circle, the so-called circle. In recent years, the hot circles such as the second dimension, the trend and the national wind have continued to "go out of the circle", and the audience has doubled, forming many new hot economic industries in China.

The establishment and popularity of "lullaby lullaby" in Lolita clothing store is the epitome of the current "niche" circle. The lullaby Taobao Store opened on 20 16, which coincided with the rapid growth period of the "three pits" market. In 20 19, the pOPular "sweet wind" was seized, and the lullaby series small high waist op and jsk were launched, with a cumulative sales volume of 20,000 pieces, which became a real explosion. Coincidentally, during the Spring Festival of 20 19 alone, more than ten kinds of domestic Lo skirts sold over 10,000 yuan, and the average price was higher than that of 500 yuan, which achieved an amazing rapid increase in price and domestic market share.

The formation of this phenomenon is inseparable from the circle culture, and now there is a more fashionable name-private domain traffic.

In the era of circle economy, consumers are more willing to believe in word-of-mouth communication within the community, pay more attention to the subjective feelings of personal experience, and are more willing to pay for personalized, distinctive and creative products on the basis of quality.

In short, private domain traffic plays a vital role in "niche circle" and "niche products".

Compared with the traditional advertising channels, in addition to KOL marketing of new media platforms such as Weibo, Bilili and Xiaohongshu, mutual Amway in "like-minded exchange groups" or "communities" is also an important way to trigger the fission effect of Lolita circle.

For the company, some practitioners themselves are KOL in the circle and have their own online celebrity effect. In order to make effective use of this resource, merchants can provide an instant and reliable information sharing platform, which is convenient for employees to pick up the required publicity content at any time and put it in the private field, thus promoting potential consumption.

Fourth, DTC: an online and offline channel directly facing consumers.

According to the Analysis Report of DTC Business Model in China in 2020, the main promotion channels of DTC business model are social media, e-commerce platforms and self-built shopping malls. From 20 15 to 20 19, the market size of DTC business model in China increased from 25.38 billion yuan to 63.76 billion yuan, with a compound annual growth rate of 20.2%.

The main application fields of DTC business model in China include food and alcohol, clothing and home textiles, beauty and skin care, and washing and care. Well-known DTC brands include Xiaomi, Three Squirrels, Jiang, Perfect Day and Hua.

After developing to a certain scale, most DTC companies will increase their investment in the data terminal, obtain the data of supply chain and consumers through data sources, apply data analysis tools to make statistical analysis of consumer portraits and consumption behaviors, and directly adjust product strategies according to such data, fully control products, and push related products at the user terminal to promote sales growth.

However, it is obviously not easy for small DTC companies in the initial stage to realize multi-channel data collection and invest huge sums of money to build a big data analysis platform. However, there are still two ways for DTC small companies to survive in the wave of big data: 1) accurate product association; 2) Go against the trend.

"Product accurate push", as the name implies, is to associate the products that have been sold/products that customers are interested in with their supporting products. The direct method is to publish supplementary information and purchase links on the sales/after-sales page of product A, and combine attractive combination prices to stimulate customers' potential demand.

"Contrarian" is like a rebel of big data. This marketing model advocates completely giving up the advantages brought by big data, choosing to introduce and promote their own different products, developing users' new needs through the products themselves, and fundamentally expanding the audience instead of precise delivery.

Li Ruyi of Tangcha Project once said that it will not be interfered by the data to decide which e-book to sell/recommend, but will recommend it completely based on their personal judgment on the content.

With the outbreak of information technology, the growth of generation Z and the influence of epidemic situation, traditional industrial marketing is also facing changes, especially in industries where impulsive consumers such as fast-moving consumer goods occupy the main users. How to look at market trends, understand the changes of customer groups, explore the transformation of existing products or develop new products are all issues that marketers and even CEOs need to constantly think about in this era.