CBO Newsroom
There is no catch-up, no inner volume, in this era of new consumption of beauty, those brands that belong to the future are almost instinctively creating and excavating. For the brand manager, "instinct" does not need to be insisted on, it is like breathing.
01
Change the direction of the tide
In the round after round of beauty waves, the controversy over cutting-edge brands has never been interrupted, "burning money", "no sales without marketing", "all working for Internet celebrities and anchors", and even many people think that these brands are just traffic business.
Today, we would like to say that if a cutting-edge brand is only talked about by the industry for its marketing and burning money, then it has not really achieved "new" and "sharp", just a traditional brand cloaked in the cloak of a new brand.
The development path of traditional brands is generally to grow barbarically through primary products, prices, and channels, solve the problem of survival, and then slowly build the brand, and then use the brand value to continue to drive sales. If today, a brand just casually made a product, through the live broadcast room to earn the first bucket of gold, in essence, its development path is actually no different from a traditional brand, but just ate the dividends of the rise of the channel.
Rather than being cutting-edge, we would like to call those brands that are changing the direction of the tide "future brands".
These future brands, from brand positioning, product development, channel construction to marketing content, are exploring their own value system. The biggest difficulty in establishing a system is to remove the original traditional thinking on the basis of the unchanged nature of business, to reflect on everything they do today, what is different from the past, and what is inconsistent with the times.
Today, we are very pleased to see that those future-oriented brands, in essence, do not repeat the old road, they focus on market segments with differentiated positioning, pay attention to product efficacy and aesthetic design, and build valuable social content ecological marketing.
02
Innovate almost "instinctively"
In the future, the brand did not catch up in the Red Sea market, did not roll in, but created and excavated almost instinctively.
For the owner behind the brand, "instinct" does not need to be insisted, it is like breathing, with the expression of personal philosophy.
Instinctively dig into "super pain points".
Super pain points are not necessarily epoch-making trends, they focus on insight and capture the needs of consumers in use scenarios. Even if it is only a small demand, this is why future brands tend to be more nuanced than past brands in terms of efficacy, skin feeling, smell, design, emotional value, scene experience, etc.
Instinctively convey "brand perception".
It's not so much about marketing as it is about perception. In terms of brand positioning, future brands will no longer define themselves as beauty, fragrance, and personal care brands, they may be emotional brands, scene brands, aesthetic brands, lifestyle brands, etc., which express attitudes, express ideas, express art, and express humanities. This makes the product itself a kind of content. This is also the reason why many future brands can convey perception and tonality to consumers at the beginning of their birth.
Instinctively create "scene aesthetics".
In terms of channel expansion, future brands will not focus entirely on online, but also go offline to reach consumers in real scenes. This kind of scene is no longer just a static physical space, but also a flowing atmosphere. With the differentiated scene aesthetics, consumers have a deep memory point, improve the efficiency and depth of punching, interaction and dissemination, and amplify the value of space in addition to "field".
03
We would like to believe with you
When digital supply meets digital demand, the rise of future brands has indeed enjoyed the benefits brought by the times. But the greatest value of the digital age to brands is not in marketing, but they have the opportunity to co-create and coexist with consumers at the beginning of the brand's establishment.
In the past, brands had to appear in the market with a perfect image in order to play a lasting and key role in sales. But now, an open and inclusive new generation of consumers has given brands a new option to become a "nurturing system." For example, with Tmall as the leader, the new brand growth ecology created by the platform enables consumers to deeply participate in the growth of the brand and let the two truly dance together.
We would like to believe with you that those brands that belong to the future will not rely only on marketing means and Influencers to bring goods out of the circle, but more importantly, the brand manager and team have a deep understanding of the industry, category and consumers.
We would like to join you in believing that those brands that belong to the future, today out of the established business model of the framework of thinking to do nothing, will change the aesthetic change history of Chinese beauty brands tomorrow.
We would like to believe with you that those brands that belong to the future will be in awe at the beginning of the brand's establishment, cherishing every opportunity to communicate with consumers and respond to them with products.
In this vivid and restless 2022, on the first day of April, CBO launched the "Future Brand" feature.
In this series of special topics, we will interview a number of "future brand" managers, present the unique ideas and perspectives of individuals as participants of the times, and speak out for the new generation of brands and entrepreneurs.
"To live, you have to change the world", and we are willing to believe with you!
