When it comes to new consumer brands, bananas are definitely a brand worth studying. Since the launch of the first product of 20 16, the sales volume has exceeded 10 billion in two years, and the sales growth rate has exceeded 100% for five consecutive years, ranking the top 3 in the industry. Whether it is sales data or industry data, bananas still show a steady upward trend. How did bananas achieve this explosive growth? In this issue, we will interpret it from the perspective of brand content marketing. In the process of sorting out the brands in bananas from 0 to 1, it is found that there are extremely clear brand strategy lines and marketing logic lines in bananas, which are mainly divided into three steps: the first step is to establish a subdivided track and build a basic brand disk from heart to shape. The second step: reshape the concept of consumption, starting with redesigning the basic models of underwear. The third step: brand image continues to rise and expand brand contact points. Step 1: Establish a track subdivision from heart to shape and build a basic brand. In today's fierce business environment, if you want to eat your own commercial cake, you must know the market like the back of your hand and find the target market that you have the opportunity and are good at. Let's see how bananas find their target market. This has to start with the co-founders of the two brands. The first one, Zang Yuchong, has five years of industrial design experience and insists on the supremacy of user experience. He has three experiences in establishing a consumer brand with annual sales exceeding 100 million. The second Li is a fashion designer and a successful entrepreneur. Many founders of bananas think that they are aiming at the underwear market, but they are not. Their lowest target market is the clothing market, and it is even possible that their ultimate target market is even bigger. This is clear when you look down. Underwear track is just a detour of their strategy, because they found that compared with the market share of underwear brands in foreign markets, China still has great potential. More importantly, consumers in China don't have much loyalty to underwear brands, but only choose the materials as the basis. This is a track that can quickly find a breakthrough. Faced with such a market situation, Zang and Li began to lay out basic banana brands on 20 16. 1. Brand name is the first valve to establish a relationship with consumers, and it also represents the spiritual core of an enterprise. Bananas first put enough thought into the brand name. Why is it called Bananain? It is said that it was inspired by Apple. As we all know, Apple represents innovation and change, which is what the two founders want to achieve. Based on the idea of having apples and bananas, the founder decided to choose "banana" as the brand name element. Another element of the brand name, "in", represents the unknown infinite possibilities. In can be insight, innovation, inspiration, participation and joy, and it can be any in as the brand grows. Since then, banana banana was officially born. 2. Enterprise Positioning and Brand Advocacy Whether a brand can grow depends on business vision and replication ability. This is another core reason for the success of the basic banana brand. The business vision in bananas can be seen from its corporate positioning. Banana has not positioned itself as a fashion design company, but as an adult technology company, determined to serve 1 100 million young families and make the world infatuated with China brand. This means that in the future, there will be many subdivision track options for bananas under this positioning, and the commercial sector can do a lot. At present, Banana has developed two product lines, one is hot leather series, mainly underwear and warm household clothes; A series of cold rice noodles, mainly sun-protective clothing. It remains to be seen that bananas will have other track series products in the future. Replication ability is unique. Bananas did not subvert the industry with innovative products from the beginning, but started from users. It was found that with the upgrading of consumption, more and more users began to return to the essence of life and pay attention to the quality of details, but most brands did not really do this. To this end, Banana put forward a brand-new brand proposition-redesign the basic lifestyle through somatosensory technology. Make up for the details that brands ignore, optimize what brands already have, and make proofs with underwear products. Banana noticed a common but neglected detail pain point of underwear, and underwear labels easily rubbed the skin, resulting in foreign body sensation and tingling. Therefore, the label-free non-sensitive printing technology was developed in Bajiao, which created the first label-free underwear in underwear industry and launched "non-sensitive underwear", and successfully gained a foothold in underwear industry through super single product thinking and word-of-mouth effect. But underwear is just one of the basic items of life. As long as there is a technological breakthrough, all the basic items of life can be redesigned and copied, extending to all aspects of life. In addition to underwear, bananas have redesigned boat socks that don't take off their feet and children's home clothes that don't stick to people. Banana even explored the standardized three-dimensional coordinate model of the product: product coordinate = material × structure × function. It can be said that after the establishment of the subdivided track, Banana has built its own brand base from the heart to the shape and from the inside out, which can maintain the status quo and expand indefinitely in the future. The second step is to reshape the concept of consumption, starting with the redesign of basic underwear. How to make the redesigned basic underwear become the new standard and pursuit of consumers? Bananas began to export underwear ideas that have been recognized by the market. In the traditional concept, everyone's requirement for underwear may only be comfort (except special functional underwear). It is very likely that a person is wearing Prada and carrying LV, but his underwear is ordinary underwear. Banana wants to tell consumers that underwear can be more comfortable, high-quality and high-tech. You need a different basic lifestyle. In order to change consumers' ideas, apart from the exposure of conventional marketing and public relations materials, the trilogy of "Redesigning Basic Models" in Banana is impressive, which shows what is a redesigned basic model? Why redesign the basic model? What are the basic paragraphs? 1. What is the antonym of girls? Banana says to find out the antonyms of common things in life first. Banana re-examines everything and concepts in life from the perspective of antonyms. The antonym of beauty is not ugliness but mediocrity; The antonym of girls is not boys, but people who are used to mediocre aesthetics; The antonym of the basic segment is not a special segment, but the basic segment of the previous generation. Let consumers see that the so-called antonym is not the antonym of literal meaning, but many unsolved problems in life and the pain points that are used to it. Bananas are designed to solve these antonyms, which is the basic design of life in bananas. 2. Why should the bottom line redesign the basic paragraph? Bananas say it is to redefine the bottom line of life. Banana believes that the bottom line of life is not a red line as low as dust, but a standard line that can be responsible for the basic aesthetics of life. As long as this line is higher, aesthetics will be higher, self-confidence will be higher and life will be better. Therefore, it is necessary to redesign the basic models and draw a new bottom line for life. 3. What is the basic paragraph? Knowing why and why the basic model should be redesigned, 202 1, the first brand spokesperson Zhou Dongyu explained what the basic model is. Let consumers realize that the basic models in bananas are different from ordinary basic models. Its household clothes can be worn out, its trousers can prevent mosquitoes, its underwear has no label, its socks will not fall off, and its sunscreen clothes can cool down, making consumers realize that they can enjoy a higher quality of life. We should start by replacing the original basic model. Up to now, the brand concept of redesigned basic models in bananas has basically been recognized by consumers and society, which has also become its unique brand value. The third step: brand image continues to rise, expanding brand contact points. Redesigning the basic model is of course Banana's core brand asset, but it is not enough. In order to further stabilize and expand the competitive advantage, Banana has also expanded its brand contact points and deepened its impression on Banana's technology and aesthetics. Mainly from these three dimensions. 1. Create offline pop-up shop activities and turn the real sense of entity into a social topic. In a relatively early time, users in bananas directly felt the scientific and technological attributes of products in bananas and the design aesthetics visible to the naked eye through immersive offline pop-up shops. At the same time, we will build consumers' social assets, let some consumers share their experiences on social media, and realize the multi-level communication of brand image. For example, Musauchi once planned a "hot skin laboratory" inspired by westworld, which was both scientific and artistic. 2. Co-name with various trend brands to add fashion attributes to communication. Around 2020, Banana will sign a contract with a brand on average every month, on the one hand, to create and spread topics with the help of other brands and maintain brand exposure, on the other hand, through the collision of this young trend culture, high-value limited products will continue to deepen consumers' impression of the trend in Banana. According to incomplete statistics, banana cross-border cooperation: banana × happy landlord: Guole _ banana × Japanese fresh: exotic fresh! Takeuchi × Taidi: socks! You are so stupid! Inside the banana ×NEVER'SFAMILY: "Cured warmth" catches up with the "Sensual warmth" inside the banana × Spongebob: two yellow troublemakers inside the banana ×ViViCat: laziness is the university inside the banana ×Fansack: red changes the fate inside the banana × black mud: neat and cool new bottom banana × height: admit obsolescence, Start to Relax × New Artist FELIX_ spoon: "My Pocket is Good "× Zhu Jingyi: The Year of the Tiger × the glory of the king: Banana, Relax, Attack Naiwa Family, Modern Sky, XL3. Set up a brand model room under the city layout, and the experience will be normalized. In 2020, No.000, the first offline experience store in Jiaonei, landed in Shenzhen, and in the following two years, it successively opened specialty stores in core business districts such as Beijing, Shanghai, Hangzhou, Xi 'an and Wuhan. Why do you want to start laying out offline stores like apples, millet and Ruixing in bananas? Not to sell goods online, but for two more important purposes. One is that it is a brand house facing the city and a super billboard to attract consumers. The other is an experience space specially created for consumers, so that every consumer who is interested in bananas can really feel the texture and beauty of every banana product, let the products speak for themselves and let consumers actively connect. Of course, in addition to the above brand contacts, Jiaonei also has its own layout on new media platforms, such as Tik Tok and Little Red Book. Summary: The reason why bananas can grow explosively can be summarized in five words-understanding the market, users, technology, design and brand. Understand the market. Seeing the opportunity of underwear market, I found the pain point that consumers are troubled by underwear labels, enlarged it, found a reason to fight for life and redesigned the basic life. Know the user. Knowing what kind of basic models consumers are eager for, and knowing that the best way to convince consumers of a brand or product is to let them continue to feel and experience it personally. Know technology. Have original somatosensory technology, and let yourself jump out of the pattern of clothing categories, position yourself as a technology company, and form an absolutely differentiated core competitiveness. Know how to design Both founders are designers, who have sustained and successful entrepreneurial experience, not only have aesthetic ability, but also have strong execution. Know the brand. From brand name to positioning, from product design to marketing, every link is empowering the brand and increasing consumers' understanding of brand value. All this has also made the industry and consumers have a unified understanding of Banana: Banana is a redesigned brand with basic models, and its products not only incorporate human-friendly technology, but also look good.