Social media platforms have become bridges between new consumer brands and consumers

In the new media environment, "will be marketing" has become the label

Capture consumer trends

Entering the "post-traffic" era, the sustainability of brand vitality is largely determined by the product power of the brand, and the essence of product power lies in truly meeting the needs of

As a daily demand for breakfast, some brands have launched healthy, safe and burdenless "baked cereal" products through product innovation, and consciously strengthened the functional expression of cereal and other products in the breakfast scene, and deeply bound the consumption scene

How new consumer brands find the blue ocean track in the red sea has become a compulsory course

Say goodbye to traffic thinking

In terms of the selection of KOLs (key opinion leaders) at different levels, the number of new consumer brand head KOLs has decreased compared with traditional brands, while cooperation with potential KOCs (key opinion consumers) has increased

In the past few years, new consumer brands, including Xiaoxian Stew and Wang Fengfeng, have grown up from Xiaohongshu, and for them, the essence of influencing marketing is to help brands accurately reach key consumers

New consumer brands are good at combining their own product characteristics and audience characteristics, extracting a specific topic, and inviting knowledge KOLs in related fields to discuss content, so as to extend the depth and breadth of the topic and get more consumers' resonance

Excavate the national tide culture

With the gradual recognition of domestic products by consumers, especially the younger generation, the social aesthetic fashion that chases the national tide is quietly emerging

"New consumption + new national tide" is a combination

Focus on social issues

In addition to the identification of national tide culture, the younger generation pays more attention to the recognition

Three and a half "return plans" topic on Weibo to gain more than 86 million reads, this coffee empty can recycling environmental protection activities carried out across the country, each return point is a representative lifestyle space, making it not only the return of "small cans", but also the flight

In addition, new consumer brands are also involved in the discussion of many social issues in the dissemination of brand content, including sustainable development and biodiversity, and the discussion of these values will also become part of the gene of

Cross-border co-branding of brands

Brand cross-border co-branding is a very common form of marketing in recent years, whether it is brand and brand, brand and artist, brand and IP.

Rejuvenation marketing will become the mainstream of the brand marketing circle for a long time in the future, and cross-border joint brand is an effective way to

Virtual idols rise

Since the concept of metaverse was born in 2021, the competition in the metaverse track has become more and more fierce, but the empowerment of the metaverse for brand marketing has begun to bear fruit

In the past year, virtual idol endorsements have exploded, whether it is an Internet celebrity virtual idol or a virtual character built by the brand, it has become the guide for the brand to open up the meta-universe

As a form of marketing, various social media platforms are also running into the meta-universe
.
Douyin's "meta-universe live broadcast" comes with game attributes, and viewers who watch the live broadcast can interact with other viewers in the live broadcast room as long as they publish relevant instructions and comments, like or give gifts; Station B lays out the whole industry chain of virtual idols, including virtual idol manufacturers and operators, multi-person interactive entertainment creation platforms, original animation research and development producers, etc.
; In 2021, Xiaohongshu will open the "Trend Digital Era" activity, invite virtual idols at home and abroad to settle in, and jointly launch joint products
under the brand.

Douyin, B station, Xiaohongshu and other platform parties are vigorously increasing the layout of the meta-universe, and the new consumption scene led by the meta-universe has brought huge development dividends to the new consumer brand, on the one hand, the core advantage of the marketing of the meta-universe is the enhancement of the brand experience, which can create a better form of consumer interaction for the new consumer brand; On the other hand, meta-universe marketing can help brands create a younger image with more brand personality, making the distance between brands and Gen Z consumers closer
.

Refined delivery

Compared with the launch strategy of traditional brands, new consumer brands prefer platforms
such as Douyin, B station, Weibo and Xiaohongshu.
A brand will often carry out content delivery on multiple social media platforms, but new consumer brands know how to use the context adapted to different platforms to express, aiming at the main position to continue to cultivate and build the "central field" of brand content, so as to transform and precipitate brand equity and form differentiated brand recognition
.

For example, Yilian Muxi AMX Dandong strawberry yogurt fully excavates the advantages of the product and crowd preferences, formulates refined talent and content marketing strategies for different marketing stages, and achieves a breakthrough effect of more than 2 billion exposures and nearly 40 million likes through high-quality content dissemination, making the new products quickly popular
.
At the same time, due to the combination of effective talent selection and content creativity, the hot cycle of Dandong strawberry yogurt has been significantly extended, which has brought sustainable growth points
to the brand and the economic development of Dandong region.

Scene-based "planting grass"

The content of new consumer brands on social media platforms such as Douyin and Xiaohongshu often starts from social attributes, uses people's emotions, spreads in the form of stories, and plants brands
with immersive play to potential users.
Scene-based grass can be divided into spatial scene implantation and plot scene implantation, in the era of fierce competition for product homogenization, product functions and selling points have been unable to attract consumers' attention, and scene-based grass is based on consumer demand, further stimulating consumers' desire to
buy.

Through the display of specific scenes, the products become personal, story-based, and warm, so that consumers' original unfamiliar images become "plump and vivid"
.
According to the data of the Yien Marketing Think Tank-KOL system, Yuanqi Forest has adopted story-based + scene-based content to plant grass
for the brand in the top 5 of the explosive business notes released by Xiaohongshu in the past year.
From the perspective of effect evaluation, consumers are not disgusted with the content promoted by KOLs, and the values and concepts that brands want to convey are more subtly implanted in the hearts of
consumers.

Operate privately

Some social media platforms attract a lot of public domain traffic for new consumer brands, but how to improve user retention rate will further test the brand's private domain operation ability
.
The characteristics of private domain operation are from the "flow" volume to the "retention" volume, and with the consumption of public domain traffic dividends, private domain marketing has become a new growth breakthrough point for
new consumer brands.

Nowadays, WeChat public accounts, Mini Programs, member groups, etc.
have gradually become the standard for the operation of private domains of new consumer brands
.
Especially in the context of the epidemic, brand digital operations have increasingly become an important chip for
brand growth.
Taking Heytea as an example, in 2018, Heytea launched the "Heytea GO" Mini Program, and as of November 2021, its membership has reached 42 million
.
Making decisions based on big data, conducting deep, layered and refined operations on users, and improving repurchase and retention will also become digital assets
that drive the continuous growth of new consumer brands.

Back to rational marketing

Under the advocacy of "long-termism", more and more new consumer brands are transitioning from the barbaric growth stage to the refined rational development stage
.
The resources and competitive environment faced by new consumer brands are very different from traditional brands, so in the decision-making of social media marketing, new consumer brands show an increasingly cautious trend
.
With the economic downturn and the traffic dividend fading, real and useful data is the cornerstone
of new consumer brands being able to overtake in social media marketing.

New consumer brands are better at speaking with data, at the same time, the D2C and C2M models are developing rapidly among new consumer brands, and the role of data intelligence in marketing decisions is strengthened
.
In the Yien Marketing Think Tank, whether it is the choice of brand KOLs, the insight of topic content, the innovation of marketing forms, or the formulation of delivery strategies, they can be answered
through the systematic analysis of massive data.

Different from the exposure data and product sales emphasized by traditional brands, new consumer brands pay more attention to occupying users' minds through social media marketing and attach importance to the digital transformation of ROI
.
Returning to rationality and paying attention to the long-term value of the brand is the basic criterion for new consumer brands to achieve long-term red, and the more successful the new consumer brand, the more it is not achieved
overnight.
In the future, normalized social media marketing will become a long-term means
for new consumer brands to communicate with consumers.

(Yi En)

China Food News (October 11, 2022 08 edition)

(Editor-in-charge: Gao Na)