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Preamble:
With the development of globalization, cultural exchanges between countries are becoming more and more frequent, which also promotes the transnational communication and market expansion of various brands. In China's huge consumer market, many foreign brands have successfully attracted the attention of many consumers and achieved considerable market share through clever marketing methods and unique product features. However, while foreign brands are "invading" the Chinese market, some domestic brands are also "returning to the gun" and winning the favor of consumers in various ways.
Among them, there are some interesting things happening in the electrolyte drink market, which has been attracting the attention of consumers. In recent years, Pocari Water, which has attracted much attention in this market, has almost been forgotten by consumers due to the impact of a series of negative news. Another domestic brand electrolyte drink has successfully "gone out of the circle" because of "camouflage" and has regained the love of consumers.
These two completely different examples seem to convey a very obvious signal to us: in today's fierce market competition, whether it is a foreign brand or a domestic brand, if you want to gain a long-term foothold, it is far from enough to rely solely on packaging and marketing, and it is more important to stick to the original intention and values of the product, and truly understand the needs of consumers, so as to stand out in the fierce market competition.
1. "Out of the Circle" and "Camouflage" of Foreign Brands
In recent years, Pocari Water, which has attracted much attention in the Chinese market, can be said to be one of the most successful representatives of "out of the circle". From the beginning of the "hydration artifact" to the later "star of the same style", Pocari Water has successfully played the sentimental card and trend card, attracting the attention of many young consumers and becoming an indispensable part of their daily life.
The reason why Pocari Water has been able to achieve such a successful market performance is inseparable from its unique marketing methods. In terms of product packaging, Pocari Water has chosen a very eye-catching color scheme and unique styling design, and has repeatedly "shot" in celebrity endorsements and limited edition launches, which has successfully stimulated consumers' desire to buy.
In addition, Pocari Water is also very good at "hype", combining itself with hot topics in various ways, and successfully creating countless "hot models", so it has a huge fan base on social media, forming a good word-of-mouth effect.
However, just when Pocari Water achieved great success, the exposure of some negative news made Pocari Water's "golden body" suffer a great impact. First of all, there is a question about the quality of Pocari Water, some consumers tested its ingredients, and found that the sugar content was quite amazing, almost equivalent to 7 sugar cubes, which made Pocari Water, which was originally considered "healthy", instantly fall into the "blacklist" of "healthy drinks".
In addition, Pocari Water also suffered some "embarrassment" because of its "domestic product" identity, some netizens broke the news that when Pocari Water first entered the Chinese market, it did not directly indicate its "foreign" identity, but adopted a camouflage method to disguise itself as a "Chinese brand", and some of the problems it is facing now have also affected the way Pocari Water deals with it to a certain extent, making it appear a little "wavering" on the issue of "position".
The exposure of these negative news made consumers who were originally full of curiosity and liking Pocari Water begin to have some "doubts" about it, believing that Pocari Water is just "fooling" consumers through various marketing methods, and its products are not as "high" as imagined, and even in the hearts of some people, Pocari Water has slowly become a kind of "IQ tax".
It is important to "get out of the circle" in the Chinese market, but if you simply rely on all kinds of "tricks" and "hype", but ignore the "connotation" of the product itself, then once you encounter problems, the brand image is likely to be fatally hit.
In contrast, while Pocari Water has been questioned because of the problem of "fake domestic products", another electrolyte drink "Top Fruit" has successfully "come out of the circle" because of "camouflage" and has become the "new favorite" sought after by many consumers.
Different from Pocari Water, "Dingshengguo" did not hide its foreign identity when it first entered the Chinese market, but took "authentic American taste" as its selling point, fully showing its "international style", and integrating "Western elements" into it in terms of product taste and packaging design, giving people a fresh and natural feeling.
The reason why "top fruit" can successfully "get out of the circle" is not because of how "cold" or "tall" it is, but because its products themselves are in line with the current consumers' pursuit of "healthy life", and its low sugar and low calorie characteristics can be said to give consumers unexpected "surprises", so that they can find a trace of "sweetness" in their tired lives.
Second, the brand's "out of the circle" and "camouflage"
Through the two examples of Pocari Water and "Top Fruit", we may be able to find that whether it is a foreign brand or a domestic brand, behind the "out of the circle" and "camouflage", there is actually a very rich cultural connotation and brand positioning.
For Pocari Water, its success in "going out of the circle" is indeed inseparable from its unique "cultural symbols", such as "star with the same style" and "limited edition", which can be said to be a performance of keeping up with the trend, and the "oriental elements" contained in its product taste and packaging design have also successfully inspired the resonance of consumers.
However, it is precisely because of the great success of Pocari Water in the process of "out of the circle" that it will encounter such a big "question" on the issue of "pseudo domestic products", and it will also make it appear a little "hesitant" on the issue of "position", in fact, whether it is a foreign brand or a domestic brand, in the process of opening up the Chinese market, if it is simply "camouflage" and "imitation", but ignoring the in-depth understanding and integration of local culture, it is difficult to achieve long-term development.
In contrast, "top fruit" seems to give us a very good "reference", when it just entered the Chinese market, it did not hide its "foreign" identity, but showed people in a very real attitude, its product taste and packaging design in the "Western elements", but also to bring consumers a new experience, so that they taste at the same time, as if they came to a "foreign country".
The reason why "Dingshengguo" can successfully "get out of the circle" is actually inseparable from its in-depth research and understanding of the Chinese market, and it clearly knows that Fei does not often like to be "disguised" and "imitated", but is more eager to truly understand his own brand, and can bring real surprises and touches to himself.
It is precisely because of this that in the process of opening up the Chinese market, "Dingshengguo" can be said to have "learned" China's "cultural lessons", fully integrated China's traditional culture and current hot elements, and was able to find a "spiritual fit" with Chinese consumers and successfully win their love and recognition.
3. "Persistence" and "Endowment" of Product Value
Through the comparison between Pocari Water and "Top Fruit", we may be able to draw such a conclusion: in today's fierce market competition, in order for brands to gain a long-term foothold, in addition to paying attention to marketing and packaging, it is more important to "stick" to their product value and original intention.
Whether it is a foreign brand or a domestic brand, if you want to succeed in the Chinese market, you must truly understand the needs of consumers, bring them real surprises and touches, and only in this way can you "give" meaning in their hearts and win their long-term support.
However, once the "connotation" and "quality" of the product itself are ignored, it will have a negative impact on its image in the minds of consumers, and even be regarded as an "IQ tax".
On the contrary, in the "top fruit", we can clearly feel its "persistence" and "intentions", it does not simply rely on a variety of "camouflage" and "flowers", but will focus more on the research and development and promotion of the product itself, only in this way, can we truly meet the consumer's pursuit of "healthy life", and bring them real "surprises".
Perhaps, for other domestic brands, the successful case of "top fruit" can give them some inspiration, whether it is in product development or brand building, they need to "stick" to their original intention and values, only in this way, can they truly integrate into the life of consumers, become an indispensable part of them, so as to gain long-term vitality in market competition.
Epilogue:
In today's fast-changing market, whether it is a foreign brand or a domestic brand, if it wants to gain the love and support of consumers, to a certain extent, it needs a kind of "cultural confidence" and "brand consciousness".
When foreign brands open the Chinese market, they can appropriately integrate local cultural elements to bring consumers a new experience, while domestic brands need to pay more attention to the cultural connotation of the brand and the "intentions" of the product, only in this way can they truly gain the recognition and trust of consumers and become the "trendsetter" in the market.
Perhaps, after Pocari Water and "Top Fruit", consumers will have a new understanding and standard for brand choice, they are no longer just attracted by the "appearance" and "packaging", but pay more attention to the "inside" and "meaning" of the product, which also gives each brand a new "test", so that they can explore the direction of progress in the market competition, and bring more thinking and emotion to consumers.