The renewal of old domestic brands is a trend, and it is the only way to develop.
In the midst of the rapid changes of the times, even seemingly solid answers can be rewritten at an astonishing rate in the blink of an eye.
When we open the topic of this issue, maybe we can first talk to you about the old domestic brands that have accompanied us through the ups and downs. This unique brand group is not only a commodity, but also a piece of history and a memory of an era.
As a local representative with a deep historical heritage and reputation in the market, the old domestic brand has accumulated a stable supply chain, rich offline channels, and well-known brand stories in a specific era after decades or even hundreds of years of precipitation. They are old friends in the family and witnesses of our growth.
However, although many old domestic brands have a strong historical accumulation, they are unable to do so in the wave of the new era, and their former glory is gradually dimming.
The core reason is that in the face of the new needs of young consumers and the challenges of new brands, brands lack sufficient innovation and change, and they often rely too much on the successful experience of the past, but ignore the changes in the market and the new needs of consumers, so they are gradually marginalized or even forgotten in the rapid progress of the times.
But from another point of view, established domestic brands actually contain huge potential and value. Years of precipitation and accumulation are their most valuable assets. As long as they can actively embrace the changes of the times and have the courage to take a big step forward, the old domestic brands will not only have the opportunity to regain their glory, but even have the potential to become the best in the market again than other brands.
01 Old domestic products, new challenges
After three years of market baptism, consumer brands seem to have finally ushered in the "clouds and fog", but the old domestic brands are mired in low-price competition. In recent years, the competition for low prices in the consumer market has intensified, and according to recent market research data, more than 60% of consumers have chosen a product because of the low price. At first, consumers embraced this strategy, enjoying the benefits of low prices and the pleasure of wool picking.
However, as the price mechanism becomes more and more complex, consumers are faced with more and more choices, the difficulty of consumer decision-making has increased dramatically, and the joy of shopping has gradually diminished. Although the game between the anchor and the platform has attracted a lot of attention, there is very little truly valuable content.
Consumers are gradually returning to rationality, and low price and high quality are no longer simply equated. They are paying more and more attention to the emotional value brought by the brand and the differentiated experience of the product, and the pursuit is the dual satisfaction of quality and value. At the same time, the old domestic products are also struggling in the quagmire of low prices, and they have gradually realized that "low-cost stimulants" have become an immeasurable damage to brand value. Brands have become vassals of the platform and are facing unpredictable situations. The platform only pays attention to GMV, UV, PV and other data, and has a single product selection mechanism, resulting in a blurred boundary between brands and products, and a serious lack of personality and recognition. Recognition is precisely the moat of the brand and the key to standing out in the fierce competition.
Therefore, established domestic brands should dig deep into their true value, which has accumulated a deep historical heritage and rich cultural connotation, which is an advantage that emerging brands cannot achieve. However, in order to remain competitive in the ever-changing market environment, established domestic brands must have the courage to step out of their traditional comfort zone, actively embrace innovation, and explore more market opportunities.
Sticking to the bottom line of product quality is the cornerstone of brand development, but relying on this alone is no longer enough to cope with the rapid changes in the market, it is more necessary to pay attention to R&D and innovation, and integrate with emerging marketing channels, by optimizing consumer experience, telling the "new" story of the brand in a diversified form, creating a unique brand image and resonating with more young people, so that the brand glows with new vitality.
Although there are differences in the development process, stages and resources of different old domestic brands, it has become their basic consensus to jump out of the traditional comfort zone and realize the leap from price and sentimental advantages to creating real consumption value and brand value. This is not only an objective requirement of the market environment, but also an internal need for the development of the brand itself.
02 Step out of your comfort zone and be at the same frequency as the protagonist of the times
"No one is forever young, but there are always people who are young."
Generation Z, a group of young people with a unique consumption logic, is gradually becoming the protagonist of the consumer market, and they have a unique consumption logic and pursuit, which poses new challenges to the old domestic brands.
As a carrier of national culture and emotion, how to find their own position in the new wave of consumption and resonate with young people has become a major issue in front of every domestic brand.
It is worth noting that more and more consumers are beginning to pay attention to emotional value, and are more willing to pay for a certain emotion and a certain feeling, and then gradually break the inherent perception that functional value is a rigid need, and emotional value is becoming another rigid need. This change provides new development opportunities for established domestic brands.
The rejuvenation of old domestic brands may indeed be a good choice to exert efforts in emotional value. After all, when emotions become mainstream, whoever can provide more emotional value will be more scarce.
For example, Moutai has continuously tried new marketing methods by launching a diversified product line, from sauce-flavored lattes, ice cream, cocktails, to the launch of a new sauce-flavored chocolate in the Year of the Dragon with Luckin, continuously injecting fresh blood into the century-old brand and successfully attracting the attention of young consumers. It is not important that young people can't afford Moutai at the moment, pre-education and implantation of brand memories such as Moutai sauce fragrance and Moutai play, and investing in "young people of the future" in various innovative postures is the key.
In 2003, White Elephant created a new category of "bone broth instant noodles", and continued to innovate and iterate, focusing on restoring the authentic and authentic Chinese taste. It keenly captures the changes in the needs of young consumers, and has launched a variety of new products with the same frequency as young people, such as Nanchang mixed noodles, Xinjiang fried rice noodles, crab roe instant noodles and coriander instant noodles, etc., which not only meet the diverse needs of taste buds, but also show a deep understanding of young culture.
In addition, White Elephant actively explores diversified marketing strategies, such as establishing a pop-up instant noodle factory, co-branding with national game IPs, and playing with CNY scene marketing, etc., to constantly refresh the brand image and attract the attention of young people. What's more worth mentioning is that White Elephant has successively joined hands with the Chinese women's "three balls" national team, becoming the first company to sign a contract with the Chinese "three balls" national team at the same time, writing a new chapter in the era of "fighting spirit" with practical actions.
On the road to "being seen by young people again", the white elephant is like a lightning bolt, quickly seizing market opportunities. This 27-year-old domestic brand has once again rejuvenated, and the brand of Chinese quality and Chinese brand has gradually deepened among young people. White Elephant has a strong, creative, delicious and fun brand image, and it is also gradually three-dimensional among the young group, and has successfully occupied a place in the young market.
There is also a domestic beauty brand Herborist founded in 1990, through a deep insight into the psychology of contemporary young people who are eager for a counterattack in life to a certain extent, and cannot be satisfied in time, closely combined with their seemingly cynical, but actually dare to love and hate attitude towards life, launched the creative video "1-minute mask revenge", abandoning the traditional sense of "beauty", so that "dry beautiful" expresses a free and easy, independent, daring young attitude, and at the same time, creates "beauty is the best revenge" from a unique perspective The communication event firmly caught the emotional value expectations of this wave of young people, so that Herborist could find a balance between "high-end and younger", and convey the new brand image of Herborist's new domestic products.
Times are changing, consumers are changing, consumer preferences have been changing, "Moutai, White Elephant, Herborist" is facing an increasingly severe test on the road of brand rejuvenation, although traffic and popularity can bring temporary attention, but the real ability to touch the hearts of consumers, retain them, is always the core value and emotional resonance carried by the brand.
Old domestic brands cannot retain "visitors" only with "feelings", but can only continue to dialogue with the times and deeply understand the needs and emotions of contemporary young people. By continuing to dialogue with the times and grasping the pulse of young consumers, established domestic brands can get rid of low-level involution and consolidate their position in the mainstream market.
03 Old domestic products, new stage
In the current consumer market, established domestic brands are facing new challenges and opportunities. Although sitting on classic items can stabilize the basic market, the similarity of positioning makes it difficult for them to form a significant difference in brand image and price. In this context, it is particularly important to tap new consumer demand, launch differentiated products, and seize high-end market opportunities.
Taking beauty and skin care brands as an example, according to the survey data of "New Domestic Product Model" launched by China Business News magazine, we have insight that consumers' expectations for domestic skin care products are no longer limited to the product itself, but pay more attention to the brand concept, the addition of high-end lines and the shaping of high-end image. This trend clearly tells us that the old domestic brands should not only strive for excellence in product quality, but also upgrade and high-end brand image.
In the digital wave, OTT large screens have become a new choice for more and more high-end brands with their unique marketing value. For old domestic products, how to use this medium to tell the brand story in a more creative, vivid and intuitive way, and capture the hearts of young consumers, has become the key to brand renewal.
Xiaomi, as an outstanding representative of domestic products, not only has strong technical strength, but also brings together a large number of young consumers who love domestic products. Its outstanding innovation ability and deep insight into the needs of young consumers have established a distinctive brand image in the market. The continuous improvement of Xiaomi's intelligent ecosystem covers users in all scenarios, especially Xiaomi's OTT as a link in the ecological chain, providing a broad space for large-screen marketing.
Through the immersive experience of Xiaomi's OTT large screen, old domestic products can present their profound historical heritage, unique cultural connotation and innovative product concepts to young consumers in a new way. The series and connection of multiple scenarios in the Xiaomi ecosystem can build a more three-dimensional brand emotional value scene, arouse the emotional resonance of young consumers, and enhance their emotional connection with old domestic products.
According to Kantar's 2023 annual report, Naturetang's skincare category has ranked first among domestic brands for three consecutive years. As a domestic skin care product, Nature Hall realizes that in the current situation of circle differentiation and traffic dispersion, the old domestic brand is facing fierce competition in the traffic field, and brand marketing breakthrough is the key, and it is necessary to carry out a reasonable and effective marketing layout in a long-term time period to create a strong brand exclusive communication field, so as to maximize the brand power and favorability effect.
In the cooperation with Xiaomi OTT, Naturetang innovatively used the shocking moment of start-up to focus users' attention on the new Xiaozi bottle. As the new spokesperson, Yu Shuxin performed gracefully on the ultra-high-definition large screen, showing the texture and product connotation of the small purple bottle to the fullest, as if every drop contains the essence and power of nature.
In this double feast of vision and soul in the family scene, the unique and personalized brand concept of Nature Hall was perfectly conveyed. At that moment, it was not only a product, but also an attitude to life, a kind of awe and pursuit of nature and beauty. Through the large-screen display of Xiaomi's OTT, this brand concept has been endowed with a deeper connotation and wider extension, resonating with more consumers.
As a leading brand in the mainland herbal tea industry, Wang Laoji has been established in 1828 and has developed a unique brand renewal method after a hundred years of ups and downs. By closely linking traditional festivals and other consumption scenarios, Wang Laoji continues to innovate younger marketing methods, so as to steadily increase market share.
In the cooperation with Xiaomi OTT, Wang Laoji gave full play to the advantages and resources of Xiaomi's intelligent ecology to jointly create a scene marketing feast that integrates taste and vision. Through the clever use of family cooking scenes, the New Year's blind box was launched, making the "Jimmy" partner a symbol of good luck. At the same time, it is linked with the New Year's Festival of Xiaomi's e-commerce platform to accurately reach target users and achieve rapid conversion from grass planting to weeding.
In addition, Wang Laoji also used the big data model to accurately locate the audience, and used the ultra-high-definition large screen creative boot screen to present the classic red packaging and the brand slogan of "Afraid of fire, drink Wang Laoji" on the big screen to reach the target audience. Whether it is a gathering moment, a meal moment or a holiday carnival moment, Wang Laoji can convey the unique brand concept of "Ji Culture" through high-definition picture quality.
During the special period of the Spring Festival, Wang Laoji made full use of the family scene to carry out parent-child collaborative publicity. Continue to display the brand image on the multi-page and multi-channel of the Xiaomi Children's Channel, attract the audience of cartoons, establish a more youthful and fashionable brand image among the new generation of young people, and lay a solid foundation for the brand's long-term marketing and holiday memory shaping.
In addition, the young user group behind Xiaomi provides a huge market potential for established domestic products. Through accurate user portraits and data analysis, Xiaomi OTT can help established domestic products gain in-depth insight into the needs and preferences of young consumers and formulate accurate marketing strategies.
What's more worth mentioning is that Xiaomi's ability to smart ecological marketing provides strong support for the innovative marketing of established domestic brands. By integrating various resources in the Xiaomi ecological chain, from content creation, communication channels to data analysis, Xiaomi is able to provide a full range of marketing services for established domestic products. This intelligent marketing method can not only enhance the brand image and market influence of old domestic products, but also help them take a solid step on the road to rejuvenation.
epilogue
Consumer trends are changing, new competitors are rising, and the growth space of established domestic brands is constantly being squeezed. Established domestic brands need to jump out of the path dependence of "cost performance" and "domestic product feelings", and gain in-depth insight into the psychology and behavior of the new generation of consumers. Through innovative consumption patterns, we can meet the new needs and values of young people.
Behind the "Moutai" and "White Elephants", there are more excellent domestic brands that are bravely exploring, boldly seeking innovation, and continuing to keep pace with young people. For example, White Rabbit toffee makes people reminisce about the sweetness of their parents' days, pull-back shoes have become the new favorite of the trend, Pechoin is rejuvenated and energetic, etc. - these old domestic brands in different industries carry historical memories, and they have grown together with generations of young people in continuous innovation. They are trying to understand the needs of consumers on the basis of constantly cultivating new internal skills, seeking new ways and new platforms to tell new stories that move people's hearts, and write a new chapter for the brand.