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Luckin X Coconut Tree
"This wave of operations is simply too high!"
Recently, the joint marketing of Luckin and Coconut Tree has set off a hot discussion on the Internet. Some people commented that this cooperation is the "dream joint" between the two top streams in the consumer beverage track, the bold innovation of new and old brands, and the passionate collision of two extremely differentiated elements of "fashion and earthy taste", and it is no wonder that some people are immediately 'planted' as soon as they see it!
Although the taste of the product is still to be verified, one thing is certain: this kind of play is very suitable for the taste of young people.
Of course, these marketing methods are not the first time, and looking back at the growth path of new domestic products such as Perfect Diary, you can glimpse their figures. This week's pro factory play 3 will walk into the perfect diary, first take a look at the wonderful trailer.
Next, we will take you through the combing context to understand what the underlying logic of these cutting-edge brand marketing is:
New user groups have spawned new consumer demand:
The change in consumer behavior must first be related to the change of consumer groups. Today's many new consumer brands are targeting 260 million Generation Z young people.
Image source: 2021 Gen Z Beauty and Skincare Consumption Insights Report
Compared with the growth environment of previous generations, Generation Z has the following four major consumption characteristics:
1
Advocate self-pleasing consumption and pay attention to self-expression
Born in 1995-2009, Gen Z grew up in a rapidly developing social background, with a soaring economy, superior material life, and a gradual increase in recreational consumption activities. Coupled with the fact that they are mostly only children, the consumption concept of "loving themselves and making yourself happy" has become the consensus of the crowd.
And compared with the previous generation, they have paid more attention to "self-expression" since childhood, and at the same time, the age of access to the Internet is relatively early, and the developed social media is also fueling this spiritual need. In their eyes, the product is no longer to solve a specific problem, but to be able to help themselves improve, so that they can become more beautiful and better. This is also an important reason why the beauty industry and the fragrance industry can take the lead in running out.
2
Demand is diversified, and circle culture is rising
Maslow's needs principle mentioned that when the basic survival needs are satisfied, people begin to turn to higher spiritual pursuits, so the interests and hobbies of the Z generation are more extensive, and niche cultures such as quadratic yuan, cosplay, and astronomy can become their favorites.
At the same time, the network connection breaks the time and space restrictions, the emergence of online communities and communities, so that even small hobbies can find a community, circle culture began to rise, subculture also has the opportunity to develop into mass culture, and then affect consumer purchases, while the cross-border alliance between the circle layer and the circle layer can also expand the brand potential, which has contributed to the future brands to cultivate the circle layer of the crowd service.
3
"Appearance justice" is the way, and social aesthetics have become the mainstream
In the past, in the era of relatively scarce materials and economic backwardness, the scene of buying a consumer product was to enter the store and pick it up, think that the product is easy to use, and the appearance is not important.
When online shopping is popularized and social media is popular, consumer goods are displayed in the form of pictures from purchase, use, and recommendation. At this time, the role of "face value" began to become more and more important, and even became a precondition for whether a product could detonate out of the circle. From the pink cat's claw cup to the expression bottle printed with lyrics, as long as it is photogenic and good-looking, then naturally more people like it, even if they don't buy it, it will make people can't help but take pictures and make circles; on the contrary, a product that does not pass the look, placed on the shelf, is most likely to be unsought-after.
04
Cultural self-confidence is highlighted, and the national tide begins to awaken
Young people consume the pursuit of personalization, novelty and fun, trend culture. At the same time, with the economic development to a certain extent, science and technology, culture and many other fields continue to make achievements, a new generation of consumer groups, with a stronger sense of national pride, for the excellent traditional culture of identity and self-confidence has become more intense, so that the quality is good, while the new domestic products with a sense of design began to be popular.
After analyzing the changes in the consumer population, let's look at the marketing methods that reach consumers, the most commonly used word in the past is channel, in fact, the deeper level is the emergence of new technologies.
The emergence of new technologies has subverted the original marketing methods
Today, when we observe the brand play in the new consumer field, there are often many new terms, such as Internet thinking and Internet celebrity thinking, which make people confused and do not know why.
In fact, successful consumer goods, these are inseparable from a key strategy - explosive marketing. Regarding explosive marketing, the most famous is the 7-character mental method summarized by Xiaomi founder Lei Jun, "focus, extreme, word of mouth, fast".
Image source: Xiaomi Inc
Q:
Before talking about explosive marketing, let's first think about a question, why has so few people mentioned this in the past?
This is because in the past, the distribution of advertising information was mainly diffused through centralized media such as television and newspapers. Therefore, the brand's user communication strategy is to first produce several exquisite TVC advertisements, and then concentrate on buying the prime time of the TV station, or sponsoring and naming a popular program, and repeatedly delivering it, so as to enhance consumers' awareness of the brand and then affect their purchase decisions. Relying on this strategy, Haifeisi and Wang Laoji have successfully occupied the market and ranked among the top.
Image source network
There is no doubt that this way of transmitting information is very effective when the channel is single and centralized.
However, with the emergence of the mobile Internet, the number of users linking information to a mobile phone per capita has shown explosive growth; at the same time, user time has been constantly scrambled and fragmented by the APP in the mobile phone, and the attention of receiving information has become more and more dispersed; this has led to the fact that relying only on the original advertising mode has become unsustainable from user matching, reach efficiency, and traffic cost.
In a matter of seconds, the key information that users can remember is very limited, so brand owners begin to focus, focus on a single product, and detonate it. Specifically, there are two ways of thinking:
One is to seize the market with "high quality & low price":
That is, the product is benchmarked against a head brand, and the price is significantly lowered by improving the supply chain or changing the sales method, and selling in a "very cost-effective" way;
The other is to create "new experiences & new categories" to lead the trend:
That is, the product applies a certain mature technology, combined with design innovation and aesthetic leadership, to bring consumers a new experience, such as three and a half meals of coffee, Dyson hair dryer;
Through the "explosive product" related scene, occupy the consumer's mind, rely on word of mouth out of the circle to bring free traffic, and then launch the next explosive product, in turn, in turn, continuously superimposed, accumulate brand potential.
Of course, the competition in the consumer market is racing against the clock, sometimes one step slower, and may be missed from the first. Therefore, in order to make the product out of the circle, the brand side needs to find a fast and efficient competitive strategy, so there is the birth of the "grass planting economy".
Image source network
Essentially, the grass farming economy is due to another information trend brought about by smartphones – information has changed from one-way transmission to two-way interaction.
Today, mobile applications provide many novel and fun forms of interaction, such as "click, upload, comment, like, forward", this two-way interaction mode appears, so that the balance of information weight, began to tilt towards the user, content creation logic also changed. You know, in the era of mobile Internet, without interactive content, there is no possibility of going out of the circle, which can be judged as 0.
This is especially critical in understanding the consumption behavior of Gen Z people. Because of the special environment in which they grew up, they resisted preaching, resented "hard and broad", and liked more content that could "express attitudes, highlight personality, be interesting and fun, and be valuable to themselves".
Therefore, the brand side must refer to the above principles, "put down the body" to listen to consumers, and strive to create more consumers can participate in the interaction of the node, in order to form a "brand association UGC content" for promotion and communication, sometimes even in order to narrow the distance between each other, the brand side also has to create a cute cartoon image.
In addition, due to the popularity of network technology, on the one hand, the threshold for information acquisition has been greatly reduced, coupled with the high level of education of the Z generation, it will become relatively rational when consuming, which is manifested in the active search for related product information before purchasing, incarnating as the "ingredient party"; or first checking the use experience and consumption evaluation of others, and then deciding whether to follow the purchase, so as to achieve "mine clearance" in advance.
On the other hand, the emergence of AI algorithms, based on keyword refinement and portrait labels and other technical applications, makes it possible to accurately recommend information for specific groups of people, and under the interaction of the circle layer, those high-quality content with excellent data performance will be continuously recommended by the platform, forming a "Matthew effect", helping brands get more free traffic and forming a broken circle.
Image source network
Under the joint action of these factors, when the Z generation gathers into a community according to their interests and hobbies, the third-party professional evaluation of a certain type of product is easy to capture the user's like, trust, and then share, recommend to the people around them, and achieve efficient "planting grass" for consumers.
The aggregator of the grass farming economy is the "perfect diary".
The perfect diary play
When it comes to the perfect diary, the little fairies who believe in beauty have long been unable to hold back the excitement in their hearts and began to shine their eyes.
Indeed, with its outstanding product power and design sense, once it came out, Perfect Diary was highly sought after by face value controllers.
This not only won her the reputation of "the light of domestic products", the way forward for domestic makeup, but also repeatedly detonated the market, and its parent company was successfully listed in the US stock market four years after its establishment.
Let's take a look at how the perfect diary planting method is realized:
Planting grass play
Before launching, first use technical means to obtain the target user's evaluation of beauty products in the whole network, and after mining the demand, the scene is split into selling point keywords and organized into corresponding content notes;
Then according to the principle of A/B test, such as pushing different concepts to the same group of users, or pushing a concept to different user groups, to collect feedback. After a series of tests, cross-analysis is used to clarify which products are best suited to which users;
Next, through the linkage with the appropriate KOL/KOC, the grass "pyramid" is formed, and it is released in turn to promote the generation of strong brand potential.
There are two other places worth noting:
First of all, Perfect Diary is committed to developing a series of high-quality, well-designed, easy-to-use makeup products for the new generation of women, and the brand also pays attention to showing their own fashion tone, rather than just following it. And it has become a good choice to grab a young audience that is deeply influenced by the circle culture and plant grass together.
Through the joint name with discovery channel, the explorer twelve-color animal eyeshadow was launched; through the joint name with the Metropolitan Museum, the launch of the small gold diamond lipstick, etc., perfect diary helped Generation Z to achieve the expression of cultural, taste, and tonal spiritual needs, and also enhanced the brand's reputation and popularity in the hearts of the audience.
Image credit: Perfect Diary
Secondly, from the perspective of commercial closed loop, successful "planting grass" only affects consumers' purchase decisions, and how to continue, it also needs to be invested from transactions, services, product research and development.