Forum Posts

汗纳迪姆
Aug 03, 2022
In Wellness Forum
While some traditional consumer goods giants were enjoying the inertial advantages brought by their early dividends, some new consumer companies broke the situation that seemed to be a given. In the past few years, some representative new brands have emerged in the beverage, fast food, big health, catering and other tracks. These brands have played a leading role in raising the flag, breaking the original seemingly solid pattern, and many new brands have emerged. New seeds, various consumer goods categories in the market, have begun to set off a new wave of consumption. But soon, the market gave feedback, some brands rose rapidly in one or two years, and some of them once became popular and quickly closed down. So, will this new wave of consumption be just another capital whirlwind? Under the phenomenon of rapid rise and rapid death, how to judge whether this wave is an opportunity or a bubble? In the first ten months of 2020, there were 1.33 million new e-commerce-related enterprises in my country, with a growth rate of nearly 80%. At least from one side, we can see that this wave is getting bigger and bigger, and the potential energy is getting stronger and stronger. More and more capital is entering, there are more and more new consumer companies, more and more new marketing, and the needs of consumer groups are quietly changing. These factors are proving for the new consumption track. We believe that apart from the above factors, from the perspective of brands, the current domestic consumer goods business environment shows a phenomenon: the minds of consumers are shaking. And this is the key to whether a brand can ultimately build a competitive advantage in the minds of consumers. 1. Consumers’ minds are shaking Relying on the first-mover advantage in the early years, traditional consumer brands occupy the advantages of brand awareness, channels, scale, and long-established quality perception. In a traditional business environment, this advantage grows with scale, eventually creating an oligopolistic competitive situation where late-stage stars have little chance. It seems that the victory has been decided, but the new business environment in the new era has given new opportunities in the original inherent consumer mind, and has won a new position, and some old brands are being replaced. When we evaluate brand equity, the core evaluation is 4 dimensions, and the brand equity in the hearts of customers is one of the core elements. We all know that when consumers choose a brand, they have a collection of brands to choose from. This collection requires the brand to spend cost resources and build it for a long time. Once the construction is completed, it will not be shaken in the short term. In the current new business environment, the original brands that seem to build strong brand equity in the hearts of customers have revealed the truth. Consumers' minds are shaking and their willingness to try and switch new products is very high. Taozhi believes that there are the following three factors that affect its shaking core. 1. The information is saturated and accessible, and the mind is swaying The changes in the business environment of this era, among which the important change is the change in the amount of information in the environment , from the single information transmission 20 years ago to the gradual symmetry of information today. Twenty years ago, brands delivered information through advertising media, and consumers believed what the brand said. In this era, information is supersaturated. People born in the 1990s and 1995s have received far more information than the previous generation since childhood. Information interacts with people, and they have a stronger ability to process complex information. This is determined by the environment, and the environment shapes human behavior. At the same time, in this era, brands can deliver value desaturated through seamless messaging . All the sources of information that a consumer comes into contact with in a day can add advertising information. For example, a typical consumer reads telemarketing list news information through WeChat official account, Toutiao, etc. in the morning, sees various webpage advertisements and patch advertisements through the webpage during working hours, sees content advertisements through Douyin, Weibo, etc. Video media see implanted advertisements, and see various content and traffic advertisements through Douyin, video APP, Xiaohongshu, Taobao, etc. Under the immersion of such a day's saturated information, consumers are irresistible, and it is easy to appear mentally swaying. So, in this environment, the brand influence of traditional brands that relied on advertising bombing in the early years needs to accept the test of saturated information in this era. How can they resist the saturated information of competitors? Choosing a brand with just one bombardment advertisement is a product of information asymmetry, and in a busi
Consumers' minds are shaking, and the opportunity for new consumer brands is really coming
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汗纳迪姆

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