Editor's Note:
On the Xiaohongshu and short video platforms, we see many celebrities and vegetarians sharing Zhong Xuegao tile ice cream, Mo Xiaoxian self-heating small hot pot, Yuanqi Forest high-value sparkling water... More and more food products are rapidly becoming popular as Internet celebrities and becoming blockbusters. Among them, some products have precipitated down and gradually grown into new brands, but more are after the explosion of popularity, they quickly died.
In the end, who is the driving force behind the internet celebrity food, is the internet red food really destined to be a flash in the pan? How should food go from internet celebrity to long red?
Lead
The rise of new consumers has promoted the rapid restructuring of the new product consumer market, and more and more new products have become "listed and exploded" in the Tmall small black box, and new product operations have become a key engine for driving brand growth and achieving long-term development of brands. As the leading new product operation platform on the whole network, on January 10, Tmall Little Black Box released the "2021 Online New Product Consumption Trend Report" at the 4th China New Product Consumption Ceremony, summarizing the current situation of the new product consumer market and the changes in consumer behavior in 2021, and making trend interpretations around the new product consumption scenario, consumption decision factors and changes in the relationship between brands and consumers, helping brands understand the market and consumers.
Strong consumer demand for new products The explosive power of new products has become the absolute race point of brand growth
In the post-epidemic era, the consumer market, consumer demand, and consumption concepts are changing. On the one hand, the domestic consumer market is stable and progressive, and the proportion of consumer expenditure has gradually rebounded; on the other hand, the proportion of online consumption is stable, and the supply side and demand side of new e-commerce products remain active. According to the "Report", in 2021, Tmall's new product release volume will reach 200 million+, and the transaction amount of Tmall's new products will account for 35% of The Tmall market, and the supply and demand of new products will remain active.
In the context of diversified and differentiated consumer demand, each new demand may become a new opportunity for the brand to increase in the future and compete in the track, so the new product operation has become the absolute race point of brand growth. The "Report" shows that in the past three years, the cumulative annual turnover of Tmall's new products has increased by more than 30% year by year, and at the same time, as the growth driver brought by new products to the brand is getting stronger and stronger, the annual turnover of new products has reached 10,000, 100,000, millions, tens of millions, and 100 million sales.
New products have become the core fulcrum for the long-term development of the brand, and the key lies in the increasingly diversified and personalized needs of consumers to chase new products. In the era of consumer sovereignty, consumers buy not only the product itself, but also the added value of the lifestyle and emotional attitude represented by the brand. New consumers can deeply understand themselves through new products, express cultural positions, or achieve cognitive advancement and build a knowledge system. The "Report" shows that looking at the platform data in 2021, it can be said that one in every three Chinese consumers on Tmall is buying a new one, and every ten Chinese consumers have a heavy purchase of new one.
Consumers have entered the era of inward exploration reconstructing consumption time and space, consumption decisions, and consumption relationships
01The consumption scene shifts from scene expansion to spatio-temporal extraction
In the past, consumer demand scenarios were often limited to exploring the breadth of early adopters, and with the increase of consumers' spiritual needs, consumers are more willing to amplify time efficiency and transform to high-value time and space. According to the report, consumers nowadays are more inclined to give time to themselves and their friends, family and pets. On the one hand, consumers inject a sense of ceremony and atmosphere into life through new products, or absorb the emotional energy of happiness through buying new products, and some consumers buy new healing products because they fall in love with health, or buy cultural and artistic consumer goods because they pursue inner abundance to enhance themselves; on the other hand, new products help consumers to make deep connections with their friends, family and pets, bringing a better and more pleasant experience to each gathering moment.
In terms of space, consumers often use the idea of space folding to stimulate the potential of the place, and build a composite mobile space experience through new products. For example, by purchasing beauty instruments, coffee machines, wine gift boxes, e-sports tables and chairs and other Tmall small black box debut new products to create home beauty salons, cafes, taverns, e-sports houses, etc.; or use new products to add a more comfortable experience for weekend suburban camping life, according to the "Report", last February, Tmall small black box debut of the Naturehike Nouveau inflatable tent sold more than 5 million throughout the year; there are also some new products have broken through the restrictions of goods, to create a new living space with community and culture, For example, Seesaw Morning C Evening A Tavern, etc., through online and offline activities to drive the new consumer life experience.
02 Consumption decisions shift from profit-oriented to faith-oriented
In addition to the changes in consumption time and space, the core decision-making factors of consumers have gradually shifted from simple functions and shallow emotional interest point orientation to identity and value belief orientation. First of all, consumers pay attention to the real sense of the sense of restoration in the new product experience, the real immersive audio-visual feeling, the immersive smell restoration, the comfortable and comfortable skin feeling, and the taste that is convenient for daily life but can be fresh are the most favored by consumers.
With the increase of consumers' spiritual consumption demand, consumers' consumption demand for cultural attributes is becoming more and more intense. In recent years, the rise of the national tide has also made it easier for traditional Chinese culture to create a way that young people like to hear, and integrate new technologies and new consumption forms to enhance young people's identification with cultural consumption.
As a native of the Internet, the Internet platform effect has accelerated the emergence of subdivision circles, but also allows the new generation of consumers to find their own psychological belonging, their diverse and rich values make them more inclined to consume sustainable values, gender freedom, refuse to standardize the brand and products, no longer empty talk, but the pursuit of knowledge and action.
03 The consumer relationship shifted from the crowd shouting to the echo in the circle
New products promote the evolution of consumers from experiencers to users, from expo players to hardcore schools, from tide chasers to autonomous schools, so the relationship between brands and consumers has become more transparent and intimate, from the previous relationship of brand voice to public listening to the relationship upgrade to a more emotional interaction and more circle effect of the relationship transformation. According to the summary of the report, consumer relations can be divided into three kinds of consumer relationships: partners, believers and confidants.
Among them, "partner" refers to the brand in the form of co-creation to mobilize consumer enthusiasm and experience, to attract consumers to deeply participate in the co-creation or optimization of products and brands, such as the Lego 21327 typewriter first launched in the Tmall small black box in September last year, soliciting folk creative model products for consumers, so that consumers can become a veritable designer of the brand, which greatly enhances consumers' creative enthusiasm and brand stickiness.
"Believers" indicate that consumers have reached a high degree of recognition and trust in the brand, and even formed a tacit understanding and close tribal community relationship, where consumers can find a strong sense of value belonging. Taking the Xiaomi Mi 11 Lei Jun Signature Edition, which was first launched in January last year as an example, the brand specially launched the Xiaomi Mi 11 Lei Jun Signature Edition in order to keep its promise to rice noodles, which was attended by more than 180,000 people in the Tmall Small Black Box HeyDrop Sharp Goods Lottery, reflecting the brand's strong appeal among consumers.
The third "confidant" relationship refers to the mutual appreciation between the brand and the consumer, the brand has its own unique style tone, attracts consumers with the same tone, and forms a sympathetic confidant relationship in the long-term effective sticky interaction. Taking the clothing brand Zhizhi as an example, each piece of clothing is equipped with small notes and small wooden balls to convey the poetry and beauty of life to consumers, and the Zhizhi cashmere wool double-sided coat, which was first launched in the Tmall small black box last September, also showed consumers' love for the brand with a turnover of more than 15,000 pieces throughout the year.
Steady and far-reaching From detonating the tide to accumulating potential energy
01 Four ways of brand accumulation potential energy: building barriers, siege towers, building systems, and creating eras
The new consumption time and space, consumption decision-making, and consumption relationship make brands realize that consumers have evolved from habitual pursuit of fashion to rational peace, and brands must also keep up with consumer changes, from catering to trends to long-term layout. Creating new products is no longer just a carrier for brands to follow the trend, but a step for brands to accumulate potential energy and a substantial expression of their own value to continue to output influence. How to accumulate brand potential energy? According to the "Report", the brand accumulation potential energy is divided into four steps: building barriers, siege towers, building systems, and creating eras.
Consumer brands emerge in an endless stream, and as competition intensifies, the once blue ocean will also become a red ocean. Only by building competitive barriers, through the formulation or iteration of standards through technology, products, channels, etc., to establish their own market moat, in order to occupy the user's mind and stand firm in the industry. For example, Tmall Little Black Box's debut in March last year, Estée Lauder's new light spot essence, sold more than 40,000 pieces in the first month with a special formula that saw the effect in 28 days, and the transaction amount exceeded 40 million.
After the brand enters the track, in order to seize a broader user asset, it can expand the market boundary through multi-product penetration, track piloting, unique initiative and other ways. Taking OATLY as an example, the concept of "OATLY is available for everything" is proposed, whether it is oat ice cream or oat coffee or more oat-based diets, which have opened up more diversified consumption scenarios for the brand.
In order to highlight the identity positioning of the brand and make the brand more orthodox and unique, it is often necessary to "build a system" for it in the form of "traceability of life" and "knowledge graph". For example, the three and a half Yunnan coffee x Yunnan artists' joint creation version strengthens the consumer's impression of its place of origin in an artistic way of expression; banana inner gives each single product an exclusive coordinate composed of material x structure x function, and the banana inner hot leather underwear first issued by Tmall small black box has exceeded 10 million transactions throughout the year with the characteristics of a single product.
In the era of products, services, consumer demand is constantly being redefined, brands that lack imagination cannot cope with the future, therefore, "creating an era" is also an important step for the brand to accumulate potential energy, on the eve of the arrival of the meta-universe, constantly use new products to break through scientific and technological innovation and imagination, in order to enhance the brand forward-looking, leading the industry forward.
Nine trends in the new consumer market in 2022 were released
Finally, combining the above consumer market, consumer demand, consumption scenarios, consumption decisions, consumer relations and other changes in the new product consumer market, the Report released nine major trends in the new product consumer market in 2022, the market side contains three major trends of deep-sea racing, echo in the circle, and cultural beliefs; the demand side includes six major trends of sensory fidelity, emotional capsules, spiritual oxygen, folding apartment, time extraction, and return to nature, helping brands meet market changes and lay out new product strategies in advance.
Among them, deep-sea racing, echo in the circle, cultural beliefs refer to the increasingly fierce market competition, brands need to start from the thinking of the industry and the times, open up more possibilities of people's lives, and from the crowd to the circle layer, the brand and the product temperament and tonal group deeply related, at the same time, in terms of culture, based on spiritual and cultural needs, to create brand culture in an innovative way; and the six major trends on the demand side are from the consumer's sensory experience, emotional comfort, spiritual ritual sense, home experience, intimate social relations, Embracing the six needs of nature, we interpret in detail the consumption trends of new products in the new consumption environment.
epilogue
As more and more new consumer products from sub-vertical segments pour into the market, there are leaders in each segment that stands out. However, the popular popular Internet celebrities do not represent the brand's long-term popularity, so it is necessary to keep up with the changing consumer demand, accumulate potential energy, and long-term layout, in order to maintain the core competitiveness in the tide of the unknown era. As the world's leading new product launch position, Tmall Little Black Box will continue to help the brand build a complete marketing layout of new, new and explosive new products, upgrade the operation capabilities of new products, accumulate potential energy for the brand, and create more future growth points.
Source: Ali Research Institute
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