The 2021 Central Economic Work Conference held in December 2021 proposed that the mainland's economic development is currently facing threefold pressure: demand contraction, supply shock, and weak expectations.
Reflected in the figures, the total retail sales of social consumer goods in November were 4,104.3 billion yuan, an increase of 3.9% year-on-year; excluding price factors, the total retail sales of social consumer goods in November increased by only 0.5% year-on-year, which is close to 0 growth, and the weakening of actual consumer demand can be seen.
Not only that, the average growth rate of physical online shopping in the two years in November dropped sharply from 15.9% in October to 9.7%, falling into single-digit growth for the first time since the data were available, and the e-commerce that used to be in everyone's impression of rapid growth began to touch the ceiling.
"Growth anxiety" will become a lingering haze around entrepreneurs and executives in recent years.
"Stock competition" has replaced "staking land", and the market will inevitably diverge. Some companies can not break the cost price in exchange for growth, but some companies can maintain benign growth against the trend, even in the case of upstream cost rises, they can calmly raise prices, and maintain reasonable profit margins while growing:
Bosideng, revenue for three consecutive years to maintain double-digit growth, exceeding 10 billion, in 2021 won the global down jacket sales, sales volume of the first. In 2021, the Double Eleven discount not only increased from 71% off to 84% in the same period last year, but also achieved a year-on-year increase of more than 50%, reaching 2.78 billion, ranking first in the sales list of Chinese apparel brands.
Feihe achieved revenue of 11.544 billion yuan in the first half of 2021, an increase of 32.6% year-on-year, and its market share climbed to 19.2%, leading the Chinese infant milk powder market.
Yuanqi Forest, sales in 2020 up to 2.7 billion, three times year-on-year, in 2021 the overall sales continue to maintain ultra-high growth, is expected to exceed 7 billion.
China Resources Snow Beer continued to promote the high-end strategy, and the sales volume of sub-high-end and above beer in the first half of the year reached 1 million kiloliters, an increase of 50.9% year-on-year, and the corresponding market share reached 22-25%, achieving more than expected growth.
Runbaiyan, the brand has achieved 20 times growth in the past 4 years since its establishment, and in 2021, it has become the first technology skin care brand of Bloomage Biology to exceed 1 billion yuan in annual sales.
Ulike, the defending 2021 double 11 beauty instrument category sales champion, more than double the sales of 2-10 brands in this category, for 6 consecutive years the first sales of the whole network.
Since 2017, the sales of the cheese business have doubled for three consecutive years, from 190 million to 460 million, 920 million, and 2.07 billion in 2020. In the first half of 2021, sales were 1.522 billion yuan, an increase of more than 90% year-on-year, and the market share reached 30.9%, becoming the leader of China's cheese industry.
These brand cases are all from Focus Media's recently released Focus Top 100 Cases, and hundreds of brands have cooperated with Focus in depth in recent years to achieve sustained growth. Among them, there are both tens of billions of consumer giants and billions of yuan emerging brands.
Today, the market size of China's advertising industry has reached trillions, and Focus Media has used less than 20 billion yuan of annual revenue scale, but it can produce hundreds of brand cases that have continued to grow in two or three years, which shows its media advantages in today's fragmented information age. Unlike the discount promotions that traffic advertising, live streaming relies on, or the uncertainty triggered by public relations, Focus has achieved stable communication effects and brand-driven growth that does not rely on discounts.
As the pioneer and absolute leader of global elevator media, Focus has covered more than 200 cities, more than 2.5 million terminals, and achieved daily coverage of 400 million urban populations. In office buildings and residential buildings, the high-frequency and low-interference reach of elevator media is used, so that brands can widely improve the audience's memory of brand information and build a deep cognitive moat.
From the Focus 100 cases, we can see four types of typical brand-driven growth logic:
01
Logic one: the product breaks the circle
Many newly created brands first rely on the leverage of the origin crowd, because the origin crowd is more likely to stimulate conversion, and the accurate reach effect through traffic advertising is also very good, but when the origin crowd reaches saturation, the brand's sales will peak. Only by letting more people outside the circle know the brand can it be possible to bring further growth in sales, but with traffic advertising to break the circle, ROI is difficult to sustain, and enterprises will fall into a dilemma.
Even many brands have a misunderstanding here, thinking that the brand has a high reputation, and sales do not grow because they have touched the ceiling.
In fact, the Internet will amplify the body feeling of discussion heat, and the brand of hundreds of thousands of users, coupled with the promotion of "marketing means", can produce a lot of people planting grass and hot discussion. However, when you really randomly visit offline, not many people know about it, let alone go to second-, third- and fourth-tier cities to investigate. The people that these brands fail to influence are the huge opportunities for consumption increments.
To influence a person so that he can become interested in the brand, understand it, and even make a purchase, he needs to be in constant contact with the brand and form a memory. However, THE ROI-oriented Internet advertising thinking is difficult to accept the production relationship brought about by this long-term impact.
More importantly, the form of advertising on the Internet is not conducive to repeated and effective reach to form memories. Consumers use mobile phones have a strong purpose of content reading, Internet advertising interspersed, consumers are more inclined to cross out, skip, brands are difficult to ensure that their content is received by consumers, if the content blindly pleases consumers, but also will make the brand want to convey the information is covered up.
Therefore, the first unique growth logic in the Focus 100 cases is that when the brand verifies the feasibility in the origin crowd circle, it realizes the saturated coverage of 400 million people through focus detonation, and uses active and high-frequency media advantages to help the brand break through the circle and form cognitive memory.
We can see a large number of new consumer brands through this path, achieving double growth for many consecutive years.
As an innovative category, Ulike hair removal device quickly opened the market with KOLs and anchors with goods in the early stage, and achieved the first sales volume in the blue ocean market for 5 consecutive years. But when it reached the scale of 1 billion, the growth of Ulike encountered a bottleneck: although the core origin of the population has all been reached, but many consumers still do not know what Ulike is, at this time the ROI of traffic advertising is declining, but there is no traffic without investment, and can only be forced to maintain the scale.
In 2021, Ulike chose to cooperate with Focus to break the circle and build a reputation through nuclear bomb-style detonation. After several rounds of launch, Ulike ushered in a sales explosion, not only occupying the sales champion of Tmall and JD.com with 462 million sales in 618 that year, but also ranking 6th in the Tmall beauty list, becoming the only Chinese company to enter the top ten of the list. Double 11 defended the sales champion of the beauty equipment category of the whole network, more than double the sales of 2-10 brands in this category, and the revenue is expected to exceed 2.5 billion in 2021.
What makes Ulike CEO Pan Yuping pay more attention is that the second largest search term in the hair removal instrument category has become "Ulike hair removal instrument", and the search volume of Ulike-related hair removal instrument words such as "sapphire hair removal instrument" and "Ulike freezing point hair removal instrument" is also continuing to rise. Consumers not only saw Ulike, but also took the initiative to start looking for Ulike, which is the transformation of "goods looking for people" to "people looking for goods". While the brand detonation has brought about sales growth, it has also brought a steady stream of free traffic, which greatly reduces the investment required for traffic advertising and greatly improves the delivery effect.
Yuanqi Forest entered the market with the positioning of "sugar-free sparkling water", initially distributed accurately through the Internet, attracting a group of fan users, and gradually iterating on products through communication and interaction with fan users. Sugar-free sparkling water is not a new concept, the head brand has long been laid out, the emerging brand followed up quickly, and if you want to keep the results from 0 to 1, you must quickly go from 1 to 100.
In order to enter the wider offline market, it is necessary to have the support of the brand to break the circle on a large scale, break through the original Internet fan group, and truly become a mass brand. Wang Pu, vice president of Yuanqi Forest, once said: "In May 2020, we decided for the first time to carry out a nationwide media launch, and the standard of the media is to be high-frequency, and we chose Focus. Judging from the data feedback after that, whether it is the support for the store or the increase in sales, Focus has played a very important role. ”
Founder Tang Binsen also told the media: "In 2020, I mainly did a focus (advertising) and a B station (party). Shop advertising is to compete head-on with opponents, do business in China, if the key time does not do a key effort, will miss the opportunity, these ads help to achieve a large area of channels and the establishment of consumer minds. ”
In the end, Yuanqi Forest achieved more than 300% growth in 2020, which proved the circle-breaking power brought by the high-frequency reach ability of Focus's 400 million weathervane people. In 2021, Yuanqi Forest continues to detonate in focus, in addition to the rapid growth of performance, it is more important to win a solid enough recognition for itself to become the preferred brand for the public to buy zero sugar sparkling water, and to calmly cope with countless imitators. According to the "2021 China Sugar-free Beverage Market Trend Insight Report" released by the Chinese Academy of Sciences, 82.1% of consumers tend to choose Yuanqi Forest among all sugar-free sparkling water brands, which is 4 times that of other brands combined.
02
Logic two: open up the scene
Whether it is a new brand or a mature brand, sometimes it faces a dilemma, the product is very good, the recognition is also good, but the promotion is repeatedly frustrated. In desperation, brands continue to increase their publicity about how good their products are, but they still can't impress consumers.
Here it must be clearly considered, is it true that consumers do not choose you because they do not know how good your product is? Consumers have demand first, then choose the category, and then choose the brand. Although some brands have become the first choice for categories, if they can better dock and stimulate demand, they have the opportunity to generate huge incremental space.
For consumers, the scene in life is the best way to trigger demand, because the scene is the state that consumers will inevitably contact in their lives, and behind the appropriate scene can imply the demand opportunity for brands to leverage consumption, such as "5·20 festival", "late night overtime", "take children to dinner".
The second growth path in the Focus 100 cases is to open up more scenarios and stimulate consumer demand. The location of Focus media resources is generally located in urban office buildings and communities, these two types of locations can better link consumers' work and life scenes, and with different groups of people, different time and other dimensions, can be associated with more scenes to stimulate consumers' new demand for brands.
At a specific point in time, wake up the demand:
Hua Xizi borrowed Valentine's Day to play "sending flowers is better than sending flowers Xizi" in the focus elevator, which created a commercial increase in boys' purchase of makeup. 520 and Tanabata, Hua Xizi continued to exert her strength, and launched the "Love of a Lifetime, Forever Knot With One Heart" lipstick and the "Box of Heaven" gift package in Focus, using the couple festival to stimulate the demand of male users to buy makeup gifts.
At the end of the Mid-Autumn Festival, The Small Pot of Tea ran the longest "One-Hour Thank-You Letter" advertising video. The advertisement uses "This road is very long, there are many people you have to thank", mobilizing consumers' gratitude to nobles during the Mid-Autumn Festival, touching the hearts of consumers with extreme feelings, and stimulating consumers to buy small pots of tea as a demand for thanks. This advertisement won the buzz of 550 million Weibo on this Weibo, and the small pot tea products on Tmall were almost all sold out.
● Trigger at a specific location, wake up the demand:
During the epidemic, people are particularly concerned about health issues, and many elevators will even put disposable toothpicks that press the button as a key tool. Shufujia seized the opportunity to place advertisements in the elevator room: when people turned around, they would find shufujia through the elevator poster, reminding people that touching the button would increase the risk of infection, and they should wash their hands frequently when they arrived home. This strategy quickly links the "scene - consumer pain point - product characteristics".
Based on the office building office scene and the community home scene, the taste of duck neck has played a series of advertising slogans such as "no taste of duck neck plus what class" and "no taste of duck neck chasing what drama", which appear repeatedly in the main scene of daily life such as residential areas and office building elevators. When consumers work late at night or go home from work and continue to see advertisements in elevators, they will inspire consumers to think of a delicious duck neck in a specific scene and drive purchase demand.
● Triggered in specific groups of people, wake up needs:
Di Bo'er set his sights on the young people in the office building. In 2021, Di Bo'er joined hands with Focus to place a large number of "degreasing, no effort" advertisements in the elevators of office buildings. When young people in sub-healthy conditions due to irregular living and excessive diet in office buildings repeatedly see advertisements in the elevator room, they can mobilize their anxiety about physical sub-health, and then stimulate the demand of young people to buy "de-oiled" Dipo'er tea.
Xibei's advertisement of "if you have a baby at home, eat Xibei" at the elevator entrance is to seize the children in the family and become a typical demand triggered by characters. When consumers take their children to find a place to eat, Sibel will be one of the first choices that jump out of their minds.
Miaoke Lando cheese stick for the scene of children's nutrition, proposed to come home from school, sports supplement to one, happy to share one, on the basis of becoming the leader of cheese sticks, continue to push the cheese stick from low-frequency snacks to high frequency, to achieve double revenue growth for 3 consecutive years, becoming the leader of China's cheese industry.
03
Logic Three: Global Elevation
Kantar's 360 TMROI Total Marketing Revenue of Investment study confirms that in a real-world market environment, 70% of sales occur in the medium to long term and are contributed by brand equity, while short-term direct conversions only account for 30% of sales. The brand equity created by brand advertising is the core of driving medium- and long-term growth.
The importance of brand advertising is self-evident, but there will be a certain "lag period" in brand advertising to achieve revenue growth, which makes it difficult for many companies to make up their minds, or they will put forward a core demand when they put forward brand advertising, that is, they hope to be able to "integrate products and effects".
Of course, "product-effect integration" is a pseudo-proposition, brand advertising and performance advertising role logic is completely different, but behind the needs of enterprises, they hope that the "lag period" of brand advertising to function is as short as possible.
In response to this demand, Focus proposed that although the quality effect cannot be "integrated", it can be "coordinated", and a variety of solutions have been created in the top 100 cases - "global improvement". This growth logic lies in opening up the relationship between brand advertising and channel terminals, while establishing C-end cognition in brand advertising, so that offline and online channels can also form a resonance between consumers and channels through resource replacement, data opening, life circle linkage and other means, greatly shortening the time required for consumers from contact advertising to purchase conversion:
1) Channel resource replacement
Focus's ability to cover 400 million urban populations is a considerable traffic resource for many e-commerce platforms and offline channel providers. So we will see many brand advertisements with Elements of Tmall, JD.com, or offline terminals, such as Wal-Mart and Kid King. By draining these platforms/terminals, brands can also displace resources to platforms/endpoints.
For example, we will see a lot of Focus milk powder advertisements will appear in the logo and address of the nearby terminal store, when consumers go to this terminal store, the brand's milk powder image display is placed in a prominent position in the store. Through brand advertising, channel drainage increases the bargaining chips with channels, and strengthens the synergy effect of advertising under win-win cooperation.
2) Deliver data backflow
Focus can not only accurately select buildings through the analysis of more than 200 building tag data, but also connect with Tmall Data Bank, based on crowd insight and re-analysis, so that brands can carry out more effective secondary operations in the e-commerce domain.
Taking black toothpaste as an example, the consumer action index (search, browsing, collecting, adding, placing orders, etc.) increased by 64% in the cities after delivery compared with the cities that were not delivered, and in the cities where it was placed, the consumer action index exposed to advertising increased by more than 1 times compared with the average in the city. The global linkage marketing chain enables offline brand advertising and online performance advertising to achieve a broader and more efficient closed loop.
3) Three-kilometer living circle
There is an important concept in retail called "three-kilometer life circle", that is, 60% of consumer transactions occur within the scope of three-kilometer life services, and eating, entertainment, pet raising, beauty, etc. are common scenarios. Based on Focus's background big data, brands can choose communities and office buildings within three kilometers for advertising according to their stores and terminals. Covering three kilometers of living circles, it shortens the conversion path of consumers from "watching advertisements" to "going to the store to consume".
Taking The Focus Elevator Poster of Feihe Organic Milk Powder as an example, Focus's FPS system is based on the accurate point selection system of LBS and Focus Big Data, and selects the high-end community around the core maternal and infant terminal of Feihe, with a higher concentration of mothers and babies and a higher organic purchase rate, forming an efficient "drainage linkage" between target consumers, strategic products and three-kilometer terminals.
04
Logic four: regional attack
We investigated entrepreneurs' views on Focus and found that many entrepreneurs have such doubts:
"Focus requires a lot of budget, and it's a lot of pressure for me as a small/medium-sized business."
"It seems that if it is not a nationwide launch, it is difficult for Focus to produce results."
With their questions, we paid special attention to non-large budget, non-national brands in Focus's top 100 cases, and indeed found many highlight cases of regional play.
In fact, the saturation style of play covering the whole country is the most able to detonate consumer cognition, but the way of play of the national saturation attack is not necessarily applicable to all brands.
For example, the growing brand, its financial strength and channel acceptance are not enough to support national investment. First, in the case of limited funds, it is difficult for the "flour-sprinkling" type of national communication investment to form a cognition on the consumer side and cannot fully affect consumers; second, if the channel undertaking of a city is weak, and customers cannot find the corresponding products after delivery, then the advertising cost is wasted.
There are also some regional brands, such as local catering, that aim to deeply cultivate the local market and do not need to do a national launch. Even for some brands, the core task is to focus on a certain city, and there is no need to carry out nationwide launch.
Therefore, the growth logic of regional attack is born for many brands that do not need or cannot do national launch. Focus has now covered more than 200 cities across the country, more than 2.5 million terminals, in such a large number of resources, Focus has the strength to penetrate any city.
Therefore, in terms of delivery choices, brands can focus on resources in one or more cities to form a regional attack. This style of play has two advantages:
1) Form a region of hot sales and cognition with less funds, and maximize resource utilization;
2) After creating a model city, you can copy the playing style and use it in more cities.
Mengniu's daily fresh language as its high-end fresh milk brand, if you want to sit on the status of high-end fresh milk, pry the mainstream vane crowd is the key. As a first-tier city, Shanghai has great consumption potential for high-end milk, and taking Shanghai can become a granary and base for daily fresh words, and can also become a potential benchmark for brands. However, Shanghai already has a strong local brand occupation, and it is not easy for Daily Whisper to conquer Shanghai.
After Tang Wei's endorsement, Daily Fresh Language and Focus jointly created a unique Shanghainese advertisement, asking representative Shanghainese to tell Shanghai consumers in Shanghainese: Today's Shanghainese with a tone of voice drink daily fresh language. This innovative regional expression based on the regional attack method is more eye-catching, and constantly reaches Shanghai consumers repeatedly, so that the daily fresh language = "high-end fresh milk" is deeply implanted in consumer cognition. Since its listing, the sales volume of Daily Fresh Language has doubled for three consecutive years, and it has continued to rank as the first brand of high-end fresh milk, further consolidating the status of high-end fresh milk as a new benchmark.
In 2019, although Feihe topped the first brand of Chinese milk powder with "milk powder more suitable for the physique of Chinese babies", changing the pattern of Chinese milk powder brands being suppressed by foreign brands for a long time, in first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, The market share and brand recognition of Feihe are still lower than those of foreign brands. If Feihe wants to become the first brand of milk powder in China, it must not only be the leader of second-tier and third-tier cities, but also the leader of first-tier cities. However, in these first-tier cities, consumers prefer foreign milk powder, and Feihe can only break through the cognitive barriers of foreign brands with stronger firepower.
In 2019 and 2020, Feihe took Focus as the core media to open an attack on Beijing, detonated with firepower far beyond competitors, combined with the channel tactics that have been polished and matured in the past, and successfully won the first place in beijing milk powder market sales in 2020, and attacked the first-tier cities with stronger foreign milk powder cognition.
Finally, to summarize the four growth logics that Focus is good at:
1. Product circle breaking: break through the circle layer of the origin crowd, and use saturation attack to achieve circle-breaking detonation of the general population;
2. Develop the scene: use the scene as a trigger to stimulate consumer demand and open up new increment space;
3. Global improvement: the use of resource replacement, data return, coverage of the radius of the life circle and other unique delivery methods, so that brand advertising can achieve product efficiency synergy;
4. Regional attack: In the case of limited budget or clear main attack area, through focus, focus on resources to achieve regional saturation attack.
Today, enterprises inevitably have to face environmental upheavals and growth anxieties, but the more this is the case, the more they must find the right way. Brand communication is the focus of enterprise growth, but it is also a difficult point, many enterprises have not thought clearly about the relationship between brands and consumers, brands and media, media and consumers, and have not been able to return to the bottom of thinking, but like to chase the "trend", chase "dividends", but amplify the potential business risks.
The four growth logics pointed to by the Focus Hundred Cases are one of the models for growth in the new era, and this kind of growth that can bring about relative certainty and benign growth is invaluable. I also hope that each brand can find its own path and crack the growth anxiety.
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