Recently, I have frequently brushed a "electrolyte water drink", which is a new extension of Yuanqi Forest.
After watching the relevant promotional videos, I probably understood that this is a drink that can replenish the electrolytes lost by the body after exercise.
But ,,,,,, this product seems to me to have some unsolved fundamental problems.
"Design" aside, let's do a simple analysis of this product alone.
Let's start with two premise bases:
1. This product entered the offline terminal and carried out normal shelf display.
2. The arrival rate of product promotion has reached a very good 50%.
At this time, there will be a problem, a target consumer who wants to drink a drink walks into the store and picks up the bottle of drink for half a day, there is a 80% chance that he may not know...
What is electrolyte water?
What are the benefits of drinking it?
Under what circumstances should it be appropriate to drink?
This is not very easy for a consumer to understand, and a more professional explanation is needed to make the consumer understand.
According to the professional explanation is this:
The survival of the human body's cells is inseparable from water and electrolytes, when the human body works or exercises in a high temperature, high humidity, closed and other environments, the body loses not only water with sweat but also electrolytes, in this case, drinking electrolyte water can not only replenish the lost water, but also effectively maintain the body's electrolyte balance, not only to solve the problem of thirst, but also to truly moisturize the body.
This is actually the same as the fact that we use normal saline when we are sick.
Then the suitable electrolyte water drinking scenario is:
* Closed working environment with high temperature and high humidity.
* After a long period of strenuous exercise.
* Dry heating environment in winter.
*Pathological diarrhea, cold or fever after heavy dehydration.
You see, only after these professional explanations can consumers understand what electrolyte water is, under what scenarios it should be drunk, and what product advantages it has.
Let's go back to the shelves of a supermarket, when you first pick up a bottle of electrolyte water, will you get this information from this product? If you don't get it, will you buy it?
When faced with a product that ordinary consumers are not familiar with, the brand side needs to invest a large cost to publicize product characteristics and cultivate consumption habits.
We now know that Red Bull makes your energy more than you think.
We now know that the pulse can come back at any time.
We now know that six walnuts can supplement the brain.
We now know that Nongfu Spring is nature's porter.
But what we don't know is that brands have invested a huge amount of money to let consumers know.
We know that tv, radio, newspapers, elevators, outdoor and other traditional media, as well as now because of the segmentation of consumer demand and the fragmentation of time, the increase in the new media forms, publicity costs and communication costs have become more and more expensive, in the face of such a situation, not every brand owner has the capital and courage to invest in communication costs.
Cultivating a new product requires an investment of money and time, a good time and a luck component, and there is no such thing as a high probability of success.
Therefore, when we return to the product itself, we need to give ordinary consumers, especially first-time purchasers, a reason to buy.
We see that the development and scale of functional drinks in China as a whole are much higher than those of "sports drinks". I think one of the root causes is:
Consumers' "refreshing" effect on energy drinks has been cultivated by the head brand for many years, and because it does have an effect after drinking, it has a clear product cognition.
But for sports drinks, whether it is to supplement the loss of vitamins or the efficacy of electrolytes, the concept has always allowed consumers to explain it thoroughly, most consumers have not been able to figure out its role, and most importantly, compared with pure water, the effect of "quenching thirst" and "nourishment" will not produce obvious physical experience, just like the main "dietary fiber" effect of the drink launched in recent years, consumers do not have any physical perception.
So the embarrassing status quo of sports drinks is consumed as an ordinary drink. There is no functional purchase driven.
So how can sports drinks, with limited or no investment in cultivation and communication behavior, explain it clearly to ordinary consumers from the product?
These are two functional drink products from many years ago, and although they have long disappeared, I personally think they seem to give me a better understanding of the definition of sports drink.
"Body drink balanced drink", "quench thirst and more quench thirst", from brand naming to product attribute definition to slogan, functional appeal is more direct and sharp, closer to the distance that consumers understand. If someone says that these products are so well defined, why they have failed, I think there is an element of luck in the time and place, and we will not repeat it here.
So, fundamentally, in the face of consumers holding sports drinks in their hands and looking confused, we should solve the problem from the product itself.
The product is the "vanguard" and "silent shopping guide" that communicates directly with consumers, and it should carry the more important functions of explaining and cultivating to consumers.
Let's take "alien electrolyte water" as an example. Let's first sort out its core advantage selling point, that is, to solve the problem of "thirst" after solving the sweating of the body. Thirst is a problem that any drink can solve, and "real thirst for the body" is not a problem that any drink can solve.
Then on the basis of this product selling point:
1. We first judged that its brand name and category name are a naming without the association and boost of the core advantages of the product, and there is no explanation for the core advantages of the product. Personally, I think it should be intended to emulate the American "devil's claw" functional drink, but in fact it imitates too warmly. Its name and category name should be redefined.
2. The 0 sugar 0 card reflected in the product packaging, the content list does not clearly sort out the primary and secondary relationships of the core selling points of the product. Electrolyte aquatic products are first of all to solve the problem of "body thirst", and secondly, because 0 sugar 0 calorie solves the problem of drinking concerns, which is what this product needs to be clearly conveyed to consumers, as for the detailed list of contents, it is actually not understood by ordinary consumers, and the precious packaging position is wasted.
3. In the face of ordinary consumers, we must convey the information to be able to resonate and understand consumers. Japan's Baomin li water is also electrolyte water, its definition of the product is "can drink a little drop", this kind of consumers can understand the product explanation is the best interpretation of the core selling point of the product.
4. In the next packaging, although it follows the consistent Japanese style of the Yuanqi Forest, but the packaging is for the service of the product, the Japanese style of the Yuanqi Forest sparkling water is actually very harmonious with the product itself, and the electrolyte water such a sports drink still needs to meet the product characteristics, we once again look at the "body drink balance drink" packaging, a double helix DNA symbol, I have to say that it is quite consistent with its product characteristics.
5. In the future promotion and publicity, we must also describe the drinking scene of this electrolyte water clearly, and it cannot be limited to the scene of various sweating after exercise, and expanding the consumption scene and expanding the consumer population is the basis for the product to be accepted by more consumers.
Individuals once again emphasize that sports drinks or other functional drinks, the future to have a clear goal, is to establish a "pan-functional" product concept in the minds of consumers.
As a beverage, it is not allowed to do a variety of functional exaggerations, "afraid of fire" Wang Laoji, "can supplement the brain" of six walnuts, "refreshing" Red Bull can actually solve the actual functional problems are extremely limited, but it is through it in the consumer's mind to establish this psychological hint, so that the production can be truly sustained recognition and sales.
With the rise of the "national fitness" atmosphere, the number of participants in various sports is increasing,
Every winter in the northern heating up to four or five months of dry environment,
high temperature warnings from the global greenhouse effect,
The rise of various special types of work,
It is a scene where electrolyte water can exert its power in the future, and it is also the opportunity point for electrolyte water to sell well, as long as it is careful, it can be made into a large category.
The future can be expected, and more fuel is needed!