Text | Xiao Tian
When the famous sociologist Pierre Bourdieu defined "field" as "a network or a configuration of objective relations that exist in various places," he probably did not expect that this concept, which originated in physics, would continue to flourish for hundreds of years to come.
In the marketing world, the field has a new connotation, which refers to the practice space for brands in different positions to increase value under the guidance of consumer habits and use the platform as a communication bridge.
More bluntly understood, Tmall Super Brand Day is a field that uses the market as a link to connect producers and consumers of goods and help different brands achieve value enhancement.
At this year's Tmall Super Brand Day, Xiaomi first launched a new generation of mobile phones, Xiaomi 12, German horse brands carefully launched "Super Shopping Guide", Skechers created "Skechers Comfort Technology" train... Many brands have obtained direct marketing effects, harvested one eye-catching report card after another, and finally achieved "product-effect integration".
Among them, with the theme of "Golden Year Open Golden Mouth" and the New Year gift box as a link, The Good Product Shop officially opened the first Tmall Super Brand Day in the leisure snack industry in 2022 through two advertising films "Good Products on the Table is the Year" and "Golden Year Open Golden Mouth", which has become the "preference" for young people to buy New Year goods.
From January 14 to January 17, during the Super Product Day event, as the only Chinese snack brand to be selected for Tmall Super Brand Day twice, the total sales volume of the good shop exceeded 80 million, an increase of 94.1% compared with the previous year's annual goods festival, ranking first in the industry in the turnover of Tmall food fresh category. Both the brand and the sales achieved a bumper harvest.
How does "Super IP" become a gathering place for "good products"?
On August 12, 2015, the first Tmall Tide Brand Day project was launched, which was the starting point of Tmall Super Brand Day.
On tmall super product day, Tmall will select 10 to 20 brands every month, one per day, so that consumers can enjoy the brand's super experience and price, while giving merchants full platform ability support and customized access, since its establishment, Tmall has cooperated with global brands more than 500 Tmall super brand day activities, creating a large number of marketing events, becoming a phenomenon in the marketing industry.
However, if we connect one brand marketing event after another and review the development trajectory of Tmall Super Brand Day, we will see that behind the birth of the "first marketing IP of the whole network", it has a common logic in "selection".
The first is the business and philosophy that brings consumers quality life.
With the upgrading of consumption and the improvement of living standards, people's pursuit of high-quality life is deepening.
As a window into consumer needs and changes, Tmall is also very forward-looking and authoritative for insight-led consumer trends. Since its birth, Tmall Super Product Day has been changing from scratch, from existence to refinement, and its role and techniques have been changing, and the only constant is the ideal life connotation under the upgrading of contemporary social consumption.
Second, brand changes need to cater to changes in the consumption landscape.
In recent years, the Z generation crowd out of the circle, advocating the national tide, sharing, interest and other consumption behaviors and consumption concepts are comprehensively transforming the entire consumer market, maintaining youthful and keen consumer trend perception is a compulsory course for these brands.
For example, in view of the rise of the new consumption capacity of The Z generation, self-pleasing consumption and fashion consumption have gradually become a significant feature of the new wine and drinking era, the famous high-end cognac brand Martell has launched three major products: Dingsheng, Baume & Mercier and Le Cordon Bleu, exploring the consumption habits and scenes of young people and constantly activating the new vitality of traditional brands.
Finally, well-known or high-potential brands in various industry sectors.
Tmall Super Brand Day is the carrier of "Tmall X Brand", and there are only a few brands in various categories that can participate in Super Brand Day.
From Starbucks, Adidas, Lego International Brands, to well-known brands in the industry such as Li Ning, ANTA, xiaomi, and then to new consumer brands such as Perfect Diary, Bubble Mart, and Yuanqi Forest, with the help of Tmall Super Brand Day, traditional brands and consumers have completed communication, and new brands have completed the leap from product power to brand power.
Based on this, in the past 6 years, Tmall Super Brand Day has formed a unique IP perception through cooperation with hundreds of brands, and gathered a diverse high-quality audience. Tmall Super Brand Day has also become a brand explosion building machine.
Why did the shop become the object of Tmall Super Brand Day?
Today, tmall super brand day activities have labeled more than 500 brands and products as "blockbusters". From L'Oréal, Maserati, Oreo, Philips and other major brands around the world, the rush to buy has never stopped.
But objectively speaking, not all brands can climb this "hero list".
For the good shop, it is reasonable to achieve such a brilliant result on the super product day. But from the perspective of the industry, it is unexpected.
In the past 3 years, the good shop has chosen a differentiated positioning, which is in line with the current trend of consumption upgrading. Since the launch of the brand's high-end snack strategy in 2019, products with "high quality, high value, high experience" have been deeply rooted in the hearts of the people. However, under the background of repeated epidemics and homogenization and involution of products in the snack industry, the good shop still does not change the growth background, which makes the market a little surprised.
In the view of Caijing Wuji, the secret of the success of the good shop is to open the door to "products, users, and scenes" with the correct posture.
In terms of products, as an advocate of high-end snacks, Good Shop insists on using high-quality products to meet high-end needs and pass on the concept of high-quality life.
During the New Year Festival, Liangpin Shop launched a number of "Selection Nut Gifts" and "Good Quality Golden Selection" gift boxes based on healthy quality nuts, as well as specially customized and exclusive limited edition gift boxes for Tmall Super Products, and the product portfolio met the diversified needs of consumers.
Taking the continuously popular "Good Product Gold Selection Gift Box" as an example, the appearance is mainly based on Dunhuang elements such as nine-colored deer, winged horse, and divine dragon, showing the beautiful meaning of "the grand gift of the New Year, the new year of the whole world", and contains the world's preferred high-quality raw materials. With this high-quality, "food" golden selection gift, The Good Shop helps consumers open the Quality Chinese Year.
In terms of scenes, for the "In situ New Year" and "Spring Festival reunion" scenes, The Good Shop focuses on the gathering scene of "Good Products on the Table is the Year" and opens the Spring Festival social networking.
Near the end of the year, the epidemic has been repeated, and the New Year in situ has become a helpless choice, and whether it is staying alone or reuniting with the family, the demand for New Year's gifts has not changed.
Liangpin Shop locked the consumption scene of the New Year Festival, jointly launched the young talk show actor Doudou "Nut Talk Show" with Weibo official, and joined hands with Michelin chefs to open nut creative eating methods, on Zhihushang, Douyin, And Xiaohongshu... With the help of a series of activities, we have continuously deepened the cognition of the products of the good shop in the New Year goods, so that "buying new year goods to the good product shop" has penetrated into the minds of consumers.
It is worth mentioning that the New Year TVC "Good Products on the Table is the Year" released by the Good Product Shop takes the Chinese New Year as the keynote, tells the ritual sense of "going to the table" of the Chinese New Year, associates the "Good Product Shop" with the "Table", conveys the brand concept that no matter where you are, whether it is reunited or not, and conveys the brand concept that the good product is the Year. The topic of #Good Shop on the Table for the New Year has also been recommended by socialbeta and advertising doors as the top ten brand cases of this year's Spring Festival.
In terms of users, The shop takes the initiative to dialogue with Generation Z, resonates with young people, and completes the rejuvenation and fashion of the brand.
As a carnival day for brands to communicate with consumers, The good shop is also constantly creating the New Year's flavor out of the circle effect during the Tmall Super Brand Day, and the #New Year Festival# related topics created by the whole network platform have been exposed to more than 1.09 billion yuan on the whole network, and the exclusive sense of the Spring Festival ceremony has also been directly filled.
From inviting the post-90s "brother next door" Peng Yuchang as a brand ambassador, to the cross-border joint universal studios, let the social ceiling "Wei Zhentian" break through the "social fear" problem, join hands with the big platform and big IP, narrow the distance between the brand and consumers, trigger the resonance of Generation Z, and complete the node communication between the brand and consumers. The good shop has also invisibly completed the upgrading of the brand image and become a brand representative that directly attacks the emotional demands of young people during the Spring Festival in the new era.
From this dimension, the good shop focuses on the consumption upgrade trend to provide a better product experience, focuses on scene-based marketing to achieve circle breaking, and "communicates" with the Z generation to meet the personalized needs, which may be the reason why the good shop has become an exclusive cooperative merchant of "Tmall Super Brand Day".
Leverage the industry fulcrum, from brand to super brand advancement
However, from a broader perspective, the object of the "Tmall Super Brand Day" is essentially the burst of comprehensive advantages, which is also the result of the confirmation of its unique business model.
As the head brand of the leisure snack industry, Liangpin Shop has long realized that the market is changing in the direction of health, nutrition and functionalization, and for the first time in the industry, it has proposed the strategy of "high-end snacks" to achieve the differentiated positioning of the brand.
Around this strategy, The shop has also embarked on a development path of product quality maximization, efficient coordination of the supply chain system, and balanced channel layout.
"High-end strategy, product first". All along, The Shop has always adhered to high-quality raw materials, controlled every link, and ensured the high quality of products.
Taking only the classic "Zhenpin Red Pine" as an example, the origin of raw materials is located in Changbai Mountain, and the good product shop establishes a set of acceptance standards around raw material specifications, finished product sensory quality, defect acceptability rate, microbial indicators, etc., from the harvesting, acceptance, in and out of the warehouse to factory processing for strict control. It has also been built into a large item with annual sales of more than 100 million.
In addition to products, the good shop is also aimed at the trend of personalized, hierarchical and diversified consumption, through research and development and innovation to create a multi-brand matrix, from the first children's snack sub-brand "Good Food Fairy" launched for young mothers, to the sub-brand "Good Product Flying" for the fitness crowd, and then to the "Good Product Tea Break" for white-collar groups, and continue to launch "explosive products" to meet the needs of the subdivision track.
From the ultimate pursuit of product raw materials to the diversification and innovation of all categories, the good shop has begun to promote productivity and execution, leading the coordinated development of the foundry supply chain.
Liangpin Shop plays a leading role in "lighthouse" enterprises, establishes and formulates raw materials and production standards that are far higher than the industry average, participates in the formulation of children's snack standards, continues to promote supply chain upgrades, and drives the high-quality development of the entire leisure snack industry.
At the same time, in order to provide users with a higher consumer experience, the good shop also insists on "walking on two legs" on the channel.
In 2019, the offline and online revenue of good shops accounted for 51.42% and 48.58% respectively; in 2020, these two accounted for 49.32% and 50.68% respectively; as of the first nine months of 2021, these two accounted for 48.77% and 51.23% respectively. Balanced development has been achieved online and offline.
Under the omni-channel layout, the good shop not only has the ability to resist market risks, but also the steady performance growth makes it show a trend of leading the industry. As of December 2021, there were more than 134 million omnichannel users.
Nowadays, under this series of combination punches, The Good Shop has gradually stood on the commanding heights leading the development of the industry, and after the epidemic, the Good Shop is also the only enterprise in the industry's top brand that has continued to grow.
Within Tmall, the positioning of Super Brand Day is "the brand's own double 11", and as the influence of Tmall Super Brand Day continues to spread, many brands have achieved leapfrog growth through Tmall Super Brand Day.
From this point of view, as the first leisure snack enterprise to board the super product day this year, the good product shop will not only "make a sample" for the entire industry, but also with the help of the springboard of "super product day", it will also complete the advancement from the head brand to the super brand.
In the past two years, the snack track has been surging with new brands, new channels and new models. The competition in the leisure snack industry is approaching the second half, the industry concentration will continue to increase, and the market competition will move from incremental competition to stock competition.
Those who can really highlight the siege and achieve greater leading advantages will be players with stronger comprehensive capabilities under the multi-dimensional aspects of brand differentiation, quality control of the whole industry chain, and online and offline omni-channel integration and operation.
Obviously, the good shop that "high quality is engraved into the gene" is such a player.