In the first half of this year, the overall performance of the domestic consumer industry was outstanding, with both established companies and emerging brands performing well. However, with the repeated epidemics in some areas and the pressure on consumption, the second half of the year may face greater challenges. The market tends to be a game of stock. Under the realistic background of increasingly fierce price wars and higher traffic costs, how to grow rapidly in the new consumer brand track, maintain the brand's strategic focus, and release growth vitality?
Recently, Bain & Company and Focus Media jointly held a forum on "The Way of Brand Growth under the New Development Pattern". The heads of major brands conducted in-depth discussions on topics such as "The Way of Brand Growth and Marketing Strategies in the New Consumption Era". Maybe it can bring some inspiration to the industry.
1. The core battle to win the future: the growth paths of the four major brands
Lu Xiuqiong, a global expert partner of Bain & Company and an expert in consumer goods marketing, believes that we are entering a new era of consumer telemarketing list sovereignty, which will lead to changes in consumer needs, changes in decision-making paths, and changes in brand relationships. It is no longer profoundly affecting the brand's growth strategy and marketing strategy.
Consumers no longer buy just the product itself, but also the lifestyle and emotional premium the brand represents. Combined with the three characteristics of fragmentation, homogeneity and globalization in the current era of new consumer sovereignty telemarketing list in the Chinese market, the core of the growth problem lies in the people-oriented demand creation model.
She said, "This is the most exciting era, and it is also the era of the most growth anxiety. No matter new or old brands, local or foreign, only when the CEO chooses the most accurate growth path, the CMO cultivates accurate marketing methods, and the media The strategy team has opened up the road of innovation and launch, and the brand's road to longevity can be stable and far-reaching. Facing the rapid iteration of the market structure, Bain has summarized the following four brand growth paths, which are also the core battles the brand needs to win in the future.
The product breaks the circle: The transformation from Internet celebrity to Changhong requires many experiences. For example, after Yuanqi Forest reached high penetration among seed users, it quickly broke the circle through saturated marketing attacks and became a popular star brand.
Exploiting scenarios: fully tap the demand potential of core consumers, including awakening unmet needs, stimulating unrealized potential needs and creating new needs. With the help of elevator advertisements, Miaoke Lando has dominated the mainstream consumers' vision, created a new demand for children's cheese sticks, and successfully expanded a new scene of cheese eating.
Global improvement: With the slowdown of online traffic growth, the rise of offline shopping experience and O2O channels, new consumption has entered the channel 3.0 era, and global integration has become unstoppable.