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<h1 toutiao-origin="h3" > Business Guide: How can Chinese Internet celebrity brands rise and go global? </h1>
"At present, more than 90% of the "internet celebrity brands" on the market will disappear within 5 years, and some times will be shorter."
This is the new consumption observation of this year shared by Zhao Yuanyuan, former head of Taobao live broadcast operations, at the "Brand Growth Breakthrough" online live broadcast summit held by Daofa. The influencer brand here refers to the new consumer brands that have risen with new channels, new people, and new marketing.
When problems such as capital killing, pseudo-demand controversy, and traffic pathology have gradually become the sword of the new brands, a brand battle royale is about to begin. But at the same time, this is also the best time for Chinese brands to rise.
In this sharing, Based on the background dividends of the current era and the characteristics of consumers, Zhao Yuanyuan analyzed and summarized the ten deadly sins of Internet celebrity brands as a warning, and summarized the five major opportunity points for Chinese Internet celebrity brands to rise and go to the world, so as to help brands build their long-term core competitiveness and stand in an invincible position.
The Knife Technique Research Institute has compiled the essence of this sharing, hoping to bring inspiration to everyone!
1 Today's influencer brands are like traffic stars
How long?
In this impetuous and utilitarian era, there are as many Internet celebrities as traffic stars, and everyone wants to make quick money, thinking that being an Internet celebrity brand can quickly make a lot of money! So, does it really make money to be an influencer brand?
First of all, "doing branding" is only a small part of the business model, and "doing branding" is not the "only" option to make quick money.
For example, we can split the business model into the simplest three links: R & D and production, brand communication, and channel distribution. The three links are arranged and combined to get four different business models:
The three links from the beginning to the end are to do the brand, such as the well-known Yuanqi Forest.
If you only do design and processing, and then distribute in Taobao, Pinduoduo and other channels, it is the model of producers in Yiwu, Changshu, Haining and other places, called the white card model; note that the white card model pays attention to functional design, but does not care about user retention, and a wave of explosive sales will end.
There is also a kind of micro-business model that does not do early research and development and production, concentrates on marketing and channel promotion, has a strong distribution system, and is mostly a private domain-heavy micro-business model;
The last is a niche brand that focuses on pre-design research and development and brand marketing promotion (strictly speaking, it is not a brand), they only serve a small part of the population, the sales channels are very narrow, and the profits are very high.
Among the above four business models, "doing branding" is actually the most costly, energy-consuming, marketing most complex and time-consuming path. If you just want to make quick money, I recommend doing a white card model.
Therefore, there is really no need to squeeze together to "do branding", it should be done according to their own situation. For example, Yiwu does not have the aura of a brand, Hangzhou is more suitable for Internet sales, and the best place to do branding in the country is in Shanghai, because there are a large number of international brands here, and a group of the best brand marketing talents in China have been cultivated for decades.
To be a brand in China, we also need to learn to look at the background of the times and the changes in consumers, which is very different from overseas.
It is very important to seize the dividend of the times, first look at the three stages of development of China's manufacturing industry before:
The first stage: after China's accession to the WTO, more than half of the world's low-end manufacturing factories are concentrated in China, and many industries are almost 90% monopolistic production. In order to reduce costs and gain access to China's consumer market, developed countries continue to invest capital and build factories in China.
The second stage: China's economic recovery, domestic low-end manufacturing saturation, in order to reduce costs, avoid tariffs and anti-monopoly and other reasons, began to gradually spill over, full of some factories to Vietnam, Malaysia, Egypt and other developing countries.
The third stage: China began independent research and development, taking the road of high-end manufacturing, and opening the Belt and Road Initiative. Many domestic industrial chains tend to be complete, such as mobile phones, new energy, Internet and other industries, while China's influence in the world financial system has become impossible to ignore, so the United States and other developed countries have begun to be vigilant.
At present, the status of China's new consumer brands and business models are very similar to the changes in China's manufacturing industry, and they are in a period of great transformation.
In addition, from the demand side, China has three generations of consumption at the same time, and it is three different consumption ideologies:
1. Post-80s: Consumer faceism
The post-80s are interested in everything, like to listen to brand stories, and like to be multi-integrated, such as WeChat and QQ. I care a lot about all kinds of face-type consumer products, from the car key chain hanging around the waist, to the Maotai on the wine table, from the luxury goods of the big LOGO, to all kinds of IQ tax gift products.
2. Post-90s: Relative rationalism
Many post-90s have studied abroad experience, are full of good feelings for international brands, like to study products, and can look at products very rationally, such as cosmetic ingredients, and the more they look at the more calm. The consumer mentality of the post-90s is: the part to show off must be a big name, and the part for self-use is not necessarily a big name, but it must be of good quality and practicality, such as NetEase Yanxuan, Xiaomi, etc.
3, post-00s: wild consumerism
Post-00s is a generation of GDP dividends, did not suffer losses when they were young, and the cognition after birth is "China is a strong country", so it is more difficult for them to be seduced by the so-called international big names, consumer prices are chaotic and full of unknowns, from tens of thousands of tide shoes, customized motorcycles, to wild purchases of Hongxing Erke, singing the theme song of Michelle Ice City. They destroy the inherent concept of the "consumer class." At the same time, the post-00s like to join the small circle layer to highlight their personality, but the brand loyalty is not high, and the emotional purchase is mostly bought, such as Xiao Zhan's endorsement of what to buy.
Therefore, based on the current environment and based on these three different consumers, domestic Internet celebrity brands are also more chaotic. Some like traffic artists, high appearance, poor ability, no representative works, rely on burning money to buy traffic to continue life, dirty data, less brand equity that can be precipitated; there are also heavy research and development, the quality exceeds the international big name sweeping monk products, but the marketing level is insufficient, and the premium ability is weak.
But at the same time, the circle of Internet celebrity brands is surprisingly peaceful, unlike the previous Coca-Cola and Pepsi, Master Kong and Unity, Yili and Mengniu, who beat their heads and blood every day. On the surface, it seems that the competition between Internet celebrity brands is not very strong, there is no mutual hatred and mutual tearing, especially mild.
However, the appearance of moderation is not necessarily the truth, which is also known as the "locker room effect" - when winning consecutively, the locker room will cover up a lot of problems, but once you lose, all the grievances will explode.
2 Ten Deadly Sins of Internet Celebrity Brands, Plagiarism is the Original Sin?
New consumer brands also have a "locker room effect", which seems to be peaceful, but in fact, it hides a lot of problems. Therefore, I wanted to make some noise before more problems broke out, so I proposed the "Ten Deadly Sins of Internet Celebrity Brands" to warn everyone.
1 Working for capital
Brands that raised a lot of money in the early days could easily fall into the trap of working for capital. Why did capital spawn car brands such as Faraday and Evergrande Automobile, which were not mass-produced and actually listed? In fact, in the capital circle, everyone has been playing like this, betting on the future. In fact, capital is not interested in whether the company can make a "respected brand", they are interested in whether the company's excess risk can bring about an excess increment.
Once you enter this game, it is easy to make a "valuation business" instead of "doing a brand", being wrapped up in capital, round after round of financing, and thus riding the tiger.
Capital is good, can help the brand grow more rapidly, but it is difficult to use good capital, the original intention of their own brand can not change, to always be clear about their goals: to make a "proud brand", or "as soon as possible to list and cash out"?
2 Create pseudo-demand
The success of a new brand often requires two external conditions: there is a new demand, or the old brand is no longer working. But the market in China's consumer market is: after nearly 10 years of high progress, you can think of ideas that are being done, and the traditional brands are stronger than one, such as Wahaha, Wangzai, Procter & Gamble, and Unilever.
In this case, it is difficult for the new brand to occupy the top 3 of the big category, so everyone will expand the subdivision track, to this step is right, but the monk chanting the sutra is distorted, and now many subdivision tracks are pseudo-demand tracks, which is to do the game to the capital to see, which is very faceless.
The real subdivision track is to meet a small number of people, low frequency, but it is necessary track, which can refer to many Japanese brands, such as carry-on, chewing gum box size ashtrays, to solve the pain point that smokers can not play soot in public. For example, the finger sleeve is convenient to ring the doorbell and press the elevator to keep the fingers clean.
In addition, based on the world's second largest consumer market, China's segmentation track is actually not detailed at all, even if the market size is only 1 million users, it is equal to the national population of a small European country, which is very considerable.
A friend once asked me what I thought of the phrase "almost every consumer goods and consumption method in China can be redone"? This sentence is right, but it is said to be a wrong word - "redo", redo is not to let everyone directly copy, change channels and sell again, but on the basis of the original product and marketing upgrade iteration. For example, making towels, using Xinjiang cotton, using new printing technology, doing pregnant women, doing takeaways, and constantly subdividing.
3 Lack of social responsibility
Brands must bear social responsibility, which is based on the definition of the brand, so it cannot be over-packaged, vulgar marketing, rubbing the side ball to beat the eyeballs, or guiding bad consumption habits for the sake of marketing, and cannot deliberately create panic and anxiety, discrimination and confrontation for marketing, such as insulting the poor with financial loans;
Some people think that this kind of small individual behavior does not affect the larger environment, then you are wrong, people are born to affect the world. Luo Yonghao has a very reasonable sentence: Every life that comes to the world is destined to change the world, this is your fate, you have no choice. You either make the world a little better or you make the world a little worse. Branding is especially true.
4 days a day to fight a price war
The core competitiveness of the brand lies in the premium, and the price war is the specialty of the white brand product, not the shortcut to the brand. Developing a good product and laying a good channel takes a long time, which is a hard cost that cannot be escaped.
Many influencer brands start by doing promotions. But the heads pulled through discount promotions are all "wool parties", who are price-sensitive, have no loyalty, and will be eaten by public opinion. Therefore, the Internet celebrity brand built on the basis of fighting the price war and the wool party is upside down.
5 Plagiarism is all over the place
There is a characteristic of the influencer brand: everyone likes to copy each other. After the product is sent to the factory, the same model must be issued within 2 months, the same model will be issued after 4 months, and even the same upgraded version will be issued after 6 months. In this case, the team of the internet celebrity brand feels exhausted, on the one hand, it is to kill the marketing market that is red-eyed, and on the other hand, it also has to defend its rights every day to fight lawsuits.
But no matter what, it can't be said that others have copied me, the group is evil, and an important reason why Amazon's Chinese merchants have been cleared in large numbers is design infringement. Originality is the principle of doing branding, if you insist on not plagiarism to do original innovation, this will create a good atmosphere in the industry, naturally there will be people to follow.
6 Lack of aesthetics
The lack of aesthetics is mainly reflected in the homogenization of product design, and the innovation of FMCG products on the market is mostly the superposition and combination of low-end functions. Trying to use fancy packaging to cover up the lack of product power, but the so-called from the heart, the product is not good often packaging design also lacks deep thinking, most of them use eye-catching novelty styles, but the "face bumping" feature is more and more, resulting in each brand does not have its own style.
The lack of design and aesthetics, the lack of true personalization of brands, the inability to establish strong cognitive characteristics in the minds of consumers. For example, the brand design of the national tide is basically the elements and design styles of flowing flowers, cirrus clouds, flying sky, glazed colors, and gong strokes, so consumers can often see the shadow of another brand on one brand.
7 Disrespect for consumers
Now many Internet celebrity brands are in the expansion period, focusing on the transaction rate rather than the repurchase rate, and the after-sales service is useless, and it is a hammer to buy. There are also some brands that use coupons and tasks to let users pull people into the pool of the brand's private domain, which is actually just a group of wool parties, which invisibly guides the incorrect consumption concept. Brands that respect consumers should be concerned about "what do consumers really want?" At the same time, share some new knowledge and grow together with consumers.
8 Obsessed with traffic, algorithms
Addicted to traffic, algorithms, delivery strategies, addicted to major e-commerce social media platforms, card tags, card time, holding orders, hiding orders, brushing atmosphere... I'd like to call it traffic nihilism, which is what most MCN agencies and white-label products should do, not what brands should focus on.
If you want to aspire to do a good job as a brand, you should not study the flow and algorithm every day, or have a gambling mentality and hope to step on the wind and explode overnight. The explosive order is also based on the accumulation of a good brand, which will cause qualitative change due to quantitative change.
9 Simple and rough content
Before many markets have not been saturated, many brands believe that the logical path of "using low-quality users to do low-quality traffic, and then optimizing" is feasible, advocating the concept of "20,000 small red books, 30,000 vibrato, and 3,000 zhihu can support a brand". But I think this is a typical lack of mental strength to make up, and no matter how many hundreds of thousands of pieces of garbage content are useless.
Nowadays, there are fewer and fewer content that has delicate connotations and can be precipitated, and there are more and more fast food content. People will only have feelings for people, and people will only have feelings after anthropomorphizing cats and dogs. Therefore, if the brand wants to do content, it needs to do personalized and refined content.
In addition, it is unscientific to expect to make a brand in a certain sales channel, and the real brand will not be imprisoned by any sales channel. For example, after Procter & Gamble entered China, it has always been very strong in the era of commercial supermarkets or e-commerce and live broadcasting. It does not make sense to use the channel as the baton to define the brand, and the purpose of the channel incubation brand is not the same as the brand's own vision.
10 Fast extinction
There are some new consumer brand companies that take speed and repetition as their core competitiveness, and after a few years, they go down two paths, either going public, or selling the company, and then doing it again. Some people think this is no problem, the team has learned to run through the market and channels, like a copy and then quickly build a new brand.
This is typical localist thinking, and from his point of view there is no problem, but what about the consumer? Consumers think the brand is good today, and the next day the brand is gone?
Also, what about partners and factories? Because the relationship between supply and demand is unstable, the factory is a customized production line, repeated new products, resulting in the factory repeatedly modifying the production line, the brand repeatedly re-starting a business, resulting in the factory often struggling with debt chasing and bad debts, no time for self-improvement, refined production has become far away.
On the contrary, Italy, Germany and Japan have done a good job in this regard. There are many large-scale brands of cooperative factories that will not be changed in one or two hundred years, the production line of the factory is also stable, the workers are also stable, and stability can be continuously refined.
The rapid demise of the media side of the downstream channel is the same logic, and the instability of the brand side has led to no star being tied to a brand very tightly. In the past, Zhou Huajian could be tied to Sanjiu Stomach Tai for 10 years, wang Lihong and Wahaha were bound for 20 years, and now celebrities and Internet celebrities are all endorsements of marquee, a place of chicken feathers.
The above is the ten sins of the internet celebrity brand, the result is obvious, the rapid demise of the brand, repeated waste, marketing involution, brand power has not substantially improved...
3 Don't influencer brands have any chance to rise?
Is it true that the influencer brand is the original sin, unforgivable, and should not exist? In fact, on the contrary, the rise of Chinese brands requires Internet celebrity brands, and traditional brands are more difficult. Here are five advantages and opportunities for Chinese internet celebrity brands to go global.
First, China has the world's strongest and most mature Internet, the brand comes with its own sense of network, and has the strongest network marketing capabilities in the world.
China has the largest number of netizens in the world and the richest online life, which is the large-scale online world training ground.
Chinese internet celebrity brands in the traffic distribution, explosive content, network promotions and other aspects of the control is really strong, there have been a lot of mature play in the country, Douyin and TikTok are completely two worlds, Douyin short video content creativity and production level is almost hanging TikTok.
In addition, China's e-commerce gameplay is also the pinnacle, cross-store full reduction, sharing fission, prepaid reduction these applied to foreign e-commerce platforms such as Amazon, poor mathematics foreigners are confused. Therefore, in the e-commerce capability part, Chinese absolutely the first in the universe.
Second, grasp the policy dividend of going to sea.
The country's 14th Five-Year Plan, the Belt and Road Initiative, monetary policy, etc. must be paid attention to from time to time, which is actually promoting Chinese brands to go to sea, as well as improving the quality of Chinese brands, from Made in China to Made in China. Influencer brands need to grasp these policy dividends and adopt a more flexible model to go global.
Third, the innovation of internet celebrity brands can target the interesting blue ocean market.
Novelty products in the domestic high volume, in foreign countries is still a blue ocean. More diversified functions, more interesting product design or will become a weapon for the sea.
Fourth, become the light of the real domestic products.
Chinese consumers have entered an era of unprecedented patriotism, so they are more and more fond of buying domestic products, and the light of domestic products is not only good products and high cost performance, but also should bear corresponding social responsibilities. For example, after the donation event, Hongxing Erke improved its brand power, because it played an exemplary role in assuming social responsibility among a number of domestic brands, and won more trust and support from consumers.
Therefore, if you want to be an Internet celebrity brand, you must invest deeply in some things, do not be a businessman, but be an entrepreneur, contribute to society, and play an example of Chinese brands.
Fifth, "flat substitution" becomes "product substitution".
At present, new domestic consumer brands, whether it is beauty and personal care, or food and clothing, are mostly fighting in the price range of 80 yuan to 200 yuan, but in fact, there are still many opportunities in the high-end part. From the perspective of national policies, policies such as encouraging three children, suppressing housing prices, and opposing chicken babies are all stimulating domestic demand and stimulating consumption, and the domestic market is in urgent need of high-premium, high-quality, precision-manufactured high-quality consumer goods.
From the perspective of consumers, the era of "flat substitution" has ended, and what is needed now is "pin substitution". Old brands already have consumption fatigue, and there are very few brands that can be made into classics and old brands, so it is now very necessary for brands that can represent the values, consumption concepts and social views of the new generation.
4 Conclusion
If you want to sell goods to make money, you don't necessarily want to be a brand.
Once you do the brand, you must adhere to the long-term doctrine.
We must have enough core competitiveness, do a good job in marketing, and grow for a long time. More importantly, it is to become a responsible and contributing enterprise to society.
We all have to be in awe of the five words "brand manager", which is a title that represents the mission of business. Our generation of brand managers will leave a strong mark in history, and it is a generation of brands that will accompany the rise of China and have an impact on the whole world, do not underestimate their own energy,
The road ends with white clouds, and spring and green streams grow.
Congratulations with all of you!
Author: Knife Technique Research
Source: Knife Technique Institute (ID: DigipontClub)
The article is the author's independent point of view, and the copyright belongs to the original author and the original platform. Unauthorized reproduction is not permitted.
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