Pet Industry News, on December 22, 2021, the 4th Pet New Domestic Product Conference and Annual Awards Ceremony jointly sponsored by Pet Industry Home and Shandong Pet Industry Association was officially held in Chengdu Century City New International Convention Center.
At the meeting, Hao Qidong, founding partner of Category Consulting, shared "How to make money with brand classic case products such as true kung fu?" Brands say the final word" keynote speech. The specific content is as follows:
Hao Qidong said that if the brand only wants to simply sell goods, it will be easy to fall into the trap of traffic, traffic can increase the sales of products, but obsessed with traffic can only make the brand make quick money, which is not conducive to brand building, so the brand should change "selling goods" into "selling brands".
He also said that there are two most common problems encountered by brands at present, namely: naming names and finding selling points.
Among them, in terms of "naming", brands are easy to fall into the self-consistent model, although they feel good, consumers are not moved, so brand naming should follow three aspects:
1, the dictation is good, so that consumers can hear the brand name can make associations;
2. The attributes are correct and fit the scene;
3. Control resources and upgrade yourself to a "tide" brand that can talk to young people.
In terms of "finding a selling point", the core secret of creating a good selling point is:
1, dig the origin of the demand, the product is not a product, the demand is the real product;
2, consumer life observation, to create a good product to observe life.
The pet industry is a projection of human life
Hao Qidong said that the pet industry is a projection of human life. In 2021, the pet industry will produce nearly 200 billion yuan, and the natural growth rate will reach more than 18%. At this time, what brand owners have to do is to use the brand to influence consumer cognition. Competition needs to be carried out by the means of branding, and competition is cruel. Therefore, from making money to building a brand is not a normal path, but to build a brand from the core from the beginning. Therefore, the industry should move from selling goods to selling brands, so that their brands can gather brand stock, and convergence is the first step of growth.
How the Pet Industry "Got a Name"
Hao Qidong said that there are usually two ways to name the pet industry, one is to "give a foreign name" and the other is to "talk about feelings". Both of these are problematic. In fact, there are three principles for naming names, first, dictation is not wrong. Brand names should be able to think of those few words. For example, "True Kung Fu" cannot be written wrong. Second, the attributes should be correct. "What exactly is the brand doing", this should let consumers know at the first time. Therefore, the brand name should be straightforward. Special attention is paid to the fact that the "brand" is not "feelings", but "tools", "submachine guns", not a brand of self-appreciation at home. Third, it is necessary to be able to "control" the resources of the industry in which the brand is located. For example, the brand name "Mengniu" is very well-known. From the perspective of consumers, the best milk source is milk in Inner Mongolia. The brand was very successful. He also mentioned that the pet industry is a young industry, and practitioners want to do "deep" in the industry. In fact, doing "shallow" has dividends.
Tiger Bang hot sauce case
Hubang Hot Sauce is a popular hot sauce that has been cooperating with category consulting for 18 years. In the beginning, Tiger Bang Hot Sauce was called "YingChao", which made a dictation error. After changing the name to "Tiger Bang Hot Sauce", dictation can not go wrong, this is the first step. In the second step, category consulting completed three actions,
The first is the "channel breakthrough". As we all know, hot sauce is a companion category, that is to say, "sauce to accompany rice", Tiger Bang hot sauce must be bound with takeaway, binding is the best means to obtain the first wave of traffic, binding eating scenes, binding takeaway scenes.
The second is a "product breakthrough". How to break through the product? At present, the old hot sauce except for Tiger Bang Hot Sauce is still in large bottles (glass bottles), and it is difficult to eat a whole can in its entirety. Therefore, the packaging should be "made small". This inspiration was also learned from the pet industry. It's like the amount of canned cat.
The third is the "key word". All the old hot sauces are named after the elders, and they cannot be combined with the context of the current consumer population. Therefore, to reshape the context, make a hot sauce of the fashion brand, and talk about what ideals are the rice? Therefore, the spread of Tiger State Hot Sauce is "life should have an attitude, eating should have a spicy". The upgraded expression system will be able to better talk to young people.
How the pet industry is "looking for a selling point"
Where did the selling point come about? Ask a simple question: "What do electric drills sell?" "At the end of the day, an electric drill is selling that hole in the wall, thinking about problems along the hole, and never going out of style. Therefore, the selling point is to start from the origin of demand, and to explore the satisfaction of consumers from the origin of demand. In addition, it is necessary to make long-term observations of consumers' lives, constantly iterate and change selling points, and selling points are dynamic. As an observer of life, observe the various pain points in the lives of consumers.
Good Maddor cereal case
Traditional cereal has been in China for 30 years, but it has been selling tepidly, why is it not selling well? Because he doesn't understand what Chinese's needs are? What are they selling? Single, traditional oat products are sold, while the cereal needed Chinese is compound, just like eight treasure porridge. Chinese believe that the compound solution is the best, and the cereal solution is too simple and does not fit with the eating habits of Chinese. This is the "origin of demand". All nutrients have to be compounded, so the new compound cereal can develop better in China. To give an example, we have to think about whether there is a similar demand in the pet industry, Chinese whether pet ownership is fundamentally different from Westerners.
Therefore, the transformation of cereal is first bound to the Chinese's eating habits and moves closer to it. In the past, it was "single cereal", and now it is called "multi-compound fruit cereal", which puts everything together, more nutrition, more fruit, and more fiber. The second amplification of the word "wheat", spread is to let a word replace all traffic. Then, combined with the "five more" concept of Chinese diet, its category name was changed from the traditional single cereal to fruit cereal, which was different from the previous generation of traditional single cereal, called "good wheat multi-fruit cereal", supplementing comprehensive nutrition. Hao Qidong also mentioned the function of the spokesperson, the premise of the spokesperson effect is that the product is good enough, if you cooperate with the right star, the effect is at least three times more than the amount. However, if the product you and the core content are not made, do not blindly ask the celebrity to endorse, it will only burn money.
He believes that "product" is not "product", "demand" is "product". To build a good product, we must observe life. He pointed out that the pet industry is an industry with development prospects in the future, and the pet industry is an indicator of a country's real development. Only developed countries can call "pets" "pets", and in the past China did not have the concept of "pets", only "domestic animals". Today's Chinese pet market, the trillion market is just around the corner.
Finally, Hao Qidong concluded that pets are a projection of human life, and human business can actually be done on pets.