Now with the continuous development of the new era, various new consumer brands have emerged. In addition, consumers prefer things with IP and are attracted by various brand IP, so now many new brands will create personal IP marketing; the author of this article shared how the explosive IP of the new consumer brand was created, let’s take a look.
In the current situation of breaking the boundaries, when we talk about the word “innovation”, we still need to look at it with some revolutionary mentality. After all, this is the origin of the most basic business logic.
In the previous article, we mentioned the three major strategies for new consumer brands to break through, making new consumer brands the best in the current market; although they are nothing compared to giants, they have such a strong influence in such a short period of time. It has already made the giants vigilant and has begun to build a moat.
Today we mainly talk about the brand potential of these three parts in detail, and how to quickly create explosive IP.
From the rising characteristics of many new consumer brands, we can clearly perceive the importance of explosive IP in them, whether it is the breaking of the circle of early-stage category innovation, the breakthrough of the product itself, the creation of new scenes and trend leading, or the later communication The conceptual gimmicks and momentum all demonstrate the style of “no longer please all sentient beings, all sentient beings will follow you.”
Although this is not very accurate, if you look closely at the explosive product cases of each new consumer brand, you will find the characteristics of short cycle, large traffic, and strong potential energy; the important thing is that its long tail effect is also more popular than ordinary cases. Longer and more topical, this phenomenon does make many brands more yearning for today when traffic is king.
Here is another point I want to share with you. We can see the new track and new opportunities brought to the brand by focusing on new categories, but it is difficult to draw a dragon and a tiger. The explosive IP is really like many titles. Can it be created in a few steps? It’s really difficult, because in addition to the innovative elements, there are also some external trends and luck. I think it is difficult for human factors to interfere.
Therefore, what we share is focused on explosive thinking, not routines. After all, from product winning to marketing winning, to channel winning, to today’s traffic winning, the means and focus are changing, and the only constant is the idea of acquiring customers. And purpose.
1. Flow is not the purpose, but value creation is
We often see many brands in the process of communication, only drawing out the circle, trying to swipe the screen, being too utilitarian to actively persuade, and often neglecting to think about what new value the brand or product can create for users from the user’s perspective. ;Because behind this is not how much traffic is created by the spread, it is essentially the level of traffic acquisition capabilities.
So in a highly saturated market, how can brands better create value for users? I think we still need to summarize two points from the thinking of new consumer brands, one is the innovation of brand-level categories or products, and the other is the innovation of consumer-level consumption scenarios.
Here is an example, Zhong Xuegao.
For a long time, ice cream is mainly concentrated in offline retail, and the seasonal and random characteristics are relatively strong. The entire market is tepid and has been monopolized by traditional giants. Zhong Xuegao has insight into this and developed with the help of cold chain technology. Mature, breaking the seasonal characteristics of the category, and developing into an unrestricted fast-moving consumer goods, then there are new breakthroughs in both category and consumption scenarios.
In addition to the above, there is also a very key point that Zhong Xuegao’s product direction innovation, such as connecting three Chinese surnames together, the implied meaning of the tile-like Jiangnan blue tile and white wall, although these are all for new products Very routine gameplay, but this kind of traditional Chinese allegory connotation set foot on the wind of the country’s tide, it will be out of control.
Among them, the value created for users is clearly visible, and the product itself is zero-added and the ultimate pure milk also caters to the public’s pursuit of healthy products. Comprehensive consideration of many factors has created the public perception of “Ice cream is the best choice for Zhong Xuegao”. .
The only highlight of these two points worthy of attention is innovation. Innovation is the means, and value creation is the goal; this is the core guiding ideology, the bottom layer and the basic logic for creating explosive products, which can highlight the status of the industry and occupy a certain characteristic. , Can focus on a single business; even the price range or service highlights innovation, it is possible to lay a differentiated core for the creation of explosive products, this is particularly critical.
2. Explosive IP is essentially the value of users’ consumption
We often say that we need to seize user cognition. In fact, this sentence has always seemed a bit empty; because before this sentence, there is a blind spot that the user’s original cognition we don’t know, and from a certain degree of user research, it is also It is difficult to figure out user perception. So for most brands, communication can easily become self-talking, and it is even more difficult to educate users.
So how can we build products based on explosive products and user thinking? I personally feel that there are still two points, one is to follow the trend, and the second is to conform to the public mind, rather than change the mind.
Many people think that cost-effectiveness should be the first choice for users, but cost-effectiveness is actually a double-edged sword. Consumers must like good things but not necessarily cheap ones. Therefore, how to define “good” in consumers’ minds is the key.
Let’s look at the trend first. Here we must distinguish between trends and hotspots, including short-term fashion. The most accurate standard is value. The hotspots or short-term fashions that we often pay attention to are to amplify the current value, and the trend must be The current value is not prominent. With the passage of time, its effect is magnified exponentially. Once the popularity of the country is reached, it is natural for the brand to occupy the public opinion. For example, the trend we mentioned earlier that Zhong Xuegao set foot on the national tide is the trend.
Conform to the public mind. Strictly speaking, this is also a trend, but here I define the trend as an external factor, and the public mind is a user factor. In fact, most brands want to do sales and dumping through advertising, not product innovation, and trend insights. They just use conceptual highlights to conceal their strategic laziness.
I have always thought that what we end up consuming is not the brand, but the consumption of our own values; because the brand is not so much trying to buy and sell, it is really better for consumers to design an emotional outlet for consumers.
In this process, the brand does not interfere with the user’s audition, does not define the standard, but only allows the user to feel it. The final result is a cooperation product of a high degree of fit between the brand and the user, mutual recognition in equality, mutual trust in trust, so as to realize value transfer.
3. The core carrier of explosive IP is not the channel, but the content
Many people think that channels are essential to the acquisition of traffic, but in fact, there are only those channels. Where the traffic is, the most important thing is how to leverage the traffic in different channels through content, so the core is content.
The content here does not refer to the content of dissemination and execution, but the brand content strategy after the brand has the foundation of explosive products and precise insight; to put it bluntly, this part is to concisely summarize the points that can make the brand out, while also taking into account the brand. The growth and accumulation of its own, more importantly, can help the business find a communication method for a new business model.
Regarding this point, I personally think that the advertising itself is limited, because most of the current market advertising is playing gimmicks, clever, over-packing, and now the overall communication process is shortened, media resources are compressed, everything must be fast; the advantages of it are not necessary. More to say, but the disadvantage is the impact on the service model, which leads to the lack of a certain ring in the entire link.
Therefore, we must not rely solely on advertising and marketing. In addition, I think there is only one thing about the content, that is to communicate from the heart; especially when the following are more and more cutting-edge brands that succeed in breaking circles and overtaking corners, and many traditional brands If you want to break through eagerly, it is easy to mess up your position, so that the original consumer logic is hidden, and the distinction between selling and brand is difficult to define.
In fact, the method of communication is somewhat routine. For example, people often play cross-border, but the key point is often cross-border, how to get out of the circle is the core; for example, we often see Zhong Xuegao and wahhaha” Underage ice cream”, “Fragmented Ice Cream” from Luzhou Laojiao, Perfect Diary and Oreo’s “Eatable Cushion”, and National Geographic’s 16-color eyeshadow, etc.
These cases may not seem novel now, but they were truly amazing at the time, because only when users perceive this as “awesome” can the purpose of the content be considered to be satisfactorily achieved.
This is more about combining the brand itself and the category market to formulate corresponding strategies, rather than blindly imitating the current more popular out-of-the-loop methodology, after all, the correct one that suits you is the most important thing to help accumulate potential energy.
4. Finally
In the current situation of breaking the boundaries, when we talk about the word “innovation”, we still need to look at it with some revolutionary mentality. After all, this is the origin of the most basic business logic.
And since choosing innovation, it means that thinking and means must always be one step ahead; because the current is not just pure business competition, it is competition for the comprehensive application of marketing methods, but also a structured competition for enterprises. New” departure.
