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汗纳迪姆
Aug 03, 2022
In Welcome to the Forum
Under the new consumption trend, brands relying on a single point to break the market has become one of the main means. However, how to break through the marketing cycle, use the word of mouth of product experience to detonate the market, or achieve sustained brand growth through the branding of a series of single products is still an important issue faced by many new consumer brands. In this article, Liu Baoqiang, founder & CEO of CloudTing CEM, discusses the topic from multiple dimensions, such as the long-term development of new consumer brands, the industry "Matthew effect" of customer experience manufacturing, the relationship between "experience" and "marketing", and how customer experience is implemented. Continue to expand and deepen. 1. Single-point explosion of new consumer brands, experience supports sustainable development Consumer goods play differently at different stages. At the beginning, most of them are single-point explosions, but it should be emphasized that single-point explosions do not only refer to the marketing level, but to the experience and reputation of a product. For example, "Ubras" initially featured "no steel ring", and after "no steel ring" won the reputation of users, it proposed "no size". The core of "no steel ring" is comfort, but it is difficult to achieve sustained growth by relying on this explosive brand alone. Therefore, after detonating word of mouth, "Ubras" quickly began product iteration. The key to its success is one new idea after another, plus a set of new experience points, and finally through the injection of concentrated traffic in a short period of time, the communication effect has been expanded. The “Tianke” floor washing machine, which has been selling well in the past two years, started with the concept of “sweeping and mopping in one”, but the functional intelligence, appearance design, etc. were immediately enhanced later. The home appliance industry is upgrading very fast, and even popular products cannot continue to win the market by a single point. And most brands can’t keep burning money for investment, so it is bound to switch to a long-term and stable development model, and this model must be driven by experience, not marketing. Marketing can have a brand promotion effect on users in the short term, and ultimately consumers will still pay for a good experience. 2. New consumer brands must be pragmatic, and category segmentation innovation is also great Many brands call themselves "category definers," but in reality, very few brands are redefining new categories. Perhaps only a few brands such as Tesla and iPhone can be called redefining a certain category, and 99% of the brands can only be called "innovators of mature categories". They have done more micro-innovations, opened up new segmentation opportunities in mature categories, and optimized the segmented products or services. Today, there are great opportunities for subdivision and innovation in various mature categories. Many new consumer brands have carried out category segmentation and micro-innovation to solve the problem of optimizing and upgrading the experience of some core groups. There may be no way to innovate the entire air conditioning industry at the moment, but you can choose a subdivision to innovate. For example, Xiaomi's telemarketing list Mijia Internet Air Conditioner has launched innovative functions such as intelligent control (APP/Xiao Ai), precise temperature control (0.1 ℃ adjustment), which actually re-created the air conditioner to a certain extent. Therefore, it can be great to do a good job of category innovation. Therefore, new consumer brands may not always fantasize about reinventing categories, but can find a more practical and pragmatic direction and do it firmly. 3. Customer experience is creating the "Matthew effect" Leaving the experience, no matter how much the brand spends on marketing, it will be burned into the ditch. Many new consumer brands have tasted the sweetness after the first wave of single-point experience detonated, and the subsequent accumulation of better experience has formed a compound interest effect; after receiving good returns, they will continue to invest, and then embark on a very rapid development path. In the future, customer experience will form a "Matthew effect", the stronger the stronger, the weaker the weaker. Within three years, the path from an industry start-up brand to an industry first brand is basically the same.
Excessive reliance on Internet celebrity items? Will it be the weapon for new consumer brands to continue to build word of mouth?
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汗纳迪姆

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