Junzhi Yao Rongjun: The real strategy is the unique value that potential customers recognize

New consumer brands on the cusp of the storm have fallen into development anxiety after experiencing rapid development. Some brands have seen a decline in revenue, and even more have simply withdrawn from the market. In the view of Junzhi Yao Rongjun, the problems that arise at present can be answered from history. About 6,000 years ago, human civilization ushered in a new dawn, and around the world, ancestors invariably developed newer technologies, firm beliefs, and early social forms. But many civilizations have gone through great waves and sand, and they have not been preserved.

From here to the other. Thousands of years later, for new consumer companies in the second half, the helmsman is facing a similar question: whether the track I am on is unique, and whether the user needs I see are real and long-lasting.

Just as a single fountain cannot nourish a great civilization, it is difficult for a momentary inspiration to support a great brand. However, the track is not natural, new consumer enterprises need to find a clear strategic direction, and around the strategy to continuously allocate internal and external resources, continue to expand and evolve, and finally create their own "big river".

So, how to judge the correctness of the strategic direction?

Before every new consumer brand conducts product development, design and production, publicity and promotion, and traffic level competition, it should think about a question: Is the demand you find really unmet, or is it a pseudo-demand deduced from theory?

In fact, in the eyes of consumers, there is no difference between "new consumption" and "traditional consumption" of goods. Consumers just need a commodity or a service to satisfy some need in their hearts. The real strategy is the unique customer value – the unique value that the potential customer agrees with.

Unique customer value needs to meet five dimensions:

First, unique means unique, but also means that you can be exclusive;

Second, uniqueness is not a product-level concept at the beginning, but a cognitive concept;

Third, uniqueness exists objectively, not subjective conjecture;

Fourth, uniqueness is usually not complicated, often derived from common sense;

Fifth, uniqueness is not niche, it should have positive implications for society as a whole.

If enterprises want to transform strategy into reality, they must dock customer needs through unique customer value, which is also the source of the big river that enterprises must find, which helps enterprises to start, but also explains the existence of enterprises, and guides enterprises to create greater "differences", and ultimately avoid the waste of social resources brought about by homogeneous competition.

For example, junzhi strategic consulting assists Xiaoxian stew to lock the fresh stewed bird's nest track when serving Xiaoxian stewed bird's nest, solving the long-standing pain points of customers, thus tearing open the mouth in the traditional bird's nest nourishment industry, and truly realizing the unique value for customers.

In just a few years, Xiaoxian Stew has become a leading brand of fresh stewed bird's nest, and has explored a new way out for the standardization and upgrading of the bird's nest industry. During the double 11 period in 2021, Xiaoxian Stew won the first place in the list of Tmall Medicine and Health, Jingdong Bird's Nest and Douyin Tonic Category, and it is also the second time after Double 11 in 2020 that Chinese tonic surpasses Western health care products and occupies the top spot in Tmall Pharmaceutical Health.