Super Krypton Hall
In recent years, with the continuous development of the economy, more and more new consumer brands have begun to rise through channels such as Internet new media and e-commerce live broadcasting, and have developed rapidly under the catalysis of capital, thus entering all aspects of public life and being well known by consumers. In just a few years, the new brand has reached the achievements that traditional brands can achieve for decades, which is inseparable from the refined satisfaction of consumer needs of new brands under the wave of new consumption.
In the future, the development of new consumer brands will attract the attention of the industry, which is full of infinite possibilities, for which the new enterprises need to continue to understand the future trend, pay attention to the choice of dividend tracks and the layout of marketing strategies. Strengthening the user's mind through product innovation and continuous brand building has become the focus of enterprises to grow across cycles.
On July 29th, 36Kr and HP Battle Club held the ninth session of the "New Consumer Brand" special session of the Super Krypton Hall in Hangzhou. Martin, head of Kuaishou e-commerce food brand and health product industry, He Wen, VP of Light Source Capital, Tan Daqian, co-founder of Category Consulting, Guo Xiaopeng, founder of Light Giggle, Wang Zhicheng, vice president of Samurai Cookies, Ke Ke, CEO of AKOKO Baking, and nearly 30 companies conducted an in-depth dialogue on topics such as new consumer brand segmentation category selection, crowd positioning, and marketing strategies.
Group photo of the participants
At the beginning, Martin, head of the food brand and health products industry of Kuaishou E-commerce, shared this year's brand planning from the perspective of short video platform e-commerce, and introduced the growth and development path of food brands in e-commerce through specific cases. He believes that the brand is the direction of the development of Kuaishou e-commerce. For most of the new brands that are developing rapidly, it is worth paying attention to in the future to establish a live broadcast alliance through the live broadcast base and form a brand alliance through the sharing system, and use the platform traffic to empower new brands.
Martin, head of Kuaishou e-commerce food brand and health product industry
Combined with the observation of the capital market, He Wen, VP of Light Source Capital, shared the market dynamics and valuation system with the guests, and at the same time, through the analysis of practical cases, provided a practical breakthrough plan for brands how to gain a foothold in the capital market.
The capital market is in a turbulent period, the market valuation is too high, and new investors have no room for market correction. For how to better embrace the capital market, Ms. He Wen believes that talking about the underlying logic of the brand is the key, and a good underlying logic directly affects the valuation of the enterprise. The second is to grasp the financing structure and the transaction efficiency of financing, in short, to get the most money in the shortest time and strive for the best valuation and terms.
If a brand wants to fight the hard battle of the capital market, the first is to do a good job in the positioning of the capital market; the second is to do a good job in financing transaction management, including the level of financing stories and the management of transaction services. Different financing stories have different impacts on the capital market, and the core element of the story is to grasp the essence of the business and find the right benchmark. At the transaction level, that is, the subdivision of the transaction structure management service process, new needs are discovered in the core track of the capital market; the third point is to obtain targeted financing for gathering competitors.
Light Source Capital VP He Wen
In addition, Tan Daqian, co-founder of category consulting, combined with three consulting cases of category consulting, deeply shared the three major pitfalls that enterprises often encounter in category upgrades: differentiation traps, IP traps and demand traps.
The following is a partial sharing record of Category Consulting Tan Daqian:
First of all, the IP trap - many companies in the brand building, often looking for an IP or the entire star, want to through this method to increase the efficiency of communication. There are still big misunderstandings behind this, all things back to the perspective of the category and then talk about common resources, when talking about IP is not a split to say that it is to find a cartoon image of their own such a thing is finished, "the fixed category is the fixed culture", more need is to find its cultural background, through the penetration and implantation of culture, and even with the help of well-known IP, constantly output the brand's own content.
We use the case of samurai cookies to talk about the impact of culture on consumer goods. Samurai cookies before the Japanese, according to the survey data, the mainstream consumer of samurai cookies, is 18-30 years old young women, how to continue to dialogue with this group of people, is a major issue facing the upgrading of samurai cookies.
What we did was to make it functional. Chinese have a very interesting habit, into the mouth of the thing if not with the function of this matter can not be said, category through, different colors, different functions, different function number of samurai cookie rainbow jar, so that consumers to see the samurai cookie, remember the product function, and finally buy.
At the same time, with the help of Luo Xiaohei's image, continuous output, every rainbow jar, are advertising for samurai cookies, doing communication, every can sold, is a business card issued by samurai cookies, Luo Xiaohei This image also brings samurai cookies into the world of the second dimension, and seamless communication with the young man.
Secondly, the differentiation trap - this is a lot of consumer goods, fast selling, large consumer enterprises often encounter traps, everyone knows to differentiate, but the important premise of the difference is that the category itself is right first. I often give a small example, in a wet market, ten pork stalls, you say I want to sell cat meat mavericks, you will find that soon you are gone, the pork merchants are still there. This is because the category commonality is not done correctly, so before all the differentiation, we must first do the category commonality.
Finally, the demand trap - the product is not the product demand is the product, which is the classic saying that category consulting has been practiced for many years. The important support for doing a brand comes from the product, and when we find out what the core needs of users are, the product needs to be redefined. Starting from the origin of the category, from the perspective of supply and demand, the product is the product from the scene, the brand, the demand, and the solution.
Category Consulting co-founder Tan Daqian
Super Krypton Hall is a decentralized co-creation meeting with industry issues as the core. Therefore, in the super discussion session, we selected 10 questions for the CEO to vote and choose from the dimensions of brand positioning, user segmentation needs, subdivision category selection, user population positioning, and marketing strategy.
The 3 most concerned issues were finally voted for:
How do I determine my brand positioning? How does a brand cold launch do and where do the first seed users come from?
At present, the large categories in the track are also constantly subdivided, how to explore the needs of user segmentation? And how to distinguish traditional products and open up new sub-categories?
How does marketing communications do when it comes to expanding brand influence? What is the online and offline channel strategy?
Live super discussion session
The ON-site CEOs discussed and co-created based on the crises and problems faced by new consumer brands. Discuss the 3 questions in groups and explain your understanding and answers to the questions.
The standard of brand positioning must first consider the founder's ideas, enthusiasm, based on their own background and certain advantages, to find the brand category is different from other competitors unique and differentiated things, the key point is whether this thing is worth insisting on doing. When the crowd, scene, and timing have the right fit to break out, find the most core point and the smallest target user, or start the existing advantage channels that are mainly attached to the online, obtain a group of target users, divide the categories of consumer groups, and ensure the provision of a full range of services.
Explore the needs of user segmentation, focusing on the crowd, scene setting, consumption habits and consumption upgrades, such as the scene of the company's product adaptation and its cognition of the scene, the quality of the product, the needs of users, etc. In terms of crowds, clarify the user population and their core demands, collect the needs of clients, feedback customer satisfaction points according to big data behavior, and help customers obtain concrete data by enabling B-end merchants to shorten transaction time with customers.
On the other hand, to distinguish it from traditional brands, it is necessary to tap from the brand itself, with the help of the power of big data and technology.
Where online and offline traffic is, the reasons for the large traffic and how the future trend is to continue to consider expanding the influence of the brand. The biggest premise of brand marketing communication is to give priority to creating good products, and good brands can promote marketing efficiency to a certain extent.
In terms of practice, we will make different customizations for different channels, clarify the focus of brand focus and breakthrough, do a good job in content output, master the platform dividend period, use various marketing means to convert the public domain traffic of online traffic platforms such as Kuaishou into private domain traffic, do long-term conversion through private domain precipitation to the community, or use content output and cultural precipitation to empower the brand.
In addition, excellent brands need to have online operation capabilities and offline channel communication thinking.
In the "Super Point of View" session, the three guests on the stage expressed their unique views as event observers for the discussion of the above issues combined with the company's on-site presentation.
To define the brand to break through based on the category, there are three basic ways of product segmentation, one is functional segmentation. The other is crowd segmentation and scene segmentation.
Regarding communication channels, Mr. Tan Daqian believes that online has always been the main battlefield for new brands, and now the marketing of offline stores is also accelerating digitalization, and for new brands, the refined operation of user groups and scenarios must be mastered. In addition, the timing and communication environment are extremely important, and brands that can seize the opportunity will take this opportunity to evolve and iterate.
Nowadays, category consumer goods are no longer limited to category upgrades, but focus on user population, scenarios and functionality. Ms. He Wen believes that what we must do in the future must not be the business of the category but the business of the user population, grasp the core user population, do a good job in in-depth service, and constantly superimpose new needs based on these scenarios and functions, which is the most important thing at present.
Based on the above two points, the first is about user precipitation, users determine the future of the brand; the second is about the assets of the brand, many brands have ideas, can strengthen the brand image in a variety of ways. Instead of spending money on smashing traffic, it is more important to put more money on brand precipitation and user precipitation, and it is more important to continue to serve core users.
At the same time, thanks to the support of HP Yue series printers for the ninth phase of the Super Krypton Hall, HP Print has always accompanied entrepreneurs, providing efficient office assistance, calmly coping with more challenges, and sticking to the original intention of #Moving Forward.
Thanks to HP Battle Club, a one-stop entrepreneurial service platform with 36Kr for its long-term cooperation, we will continue to provide entrepreneurs with all-round support and assistance such as IT services.
HP Battle Club
On August 19th, 36Kr will bring an upgraded version of the Super Krypton Hall to focus on the consumption track in the form of online live broadcast, and invite all relevant enterprises to discuss and co-create together.