Optimize product upgrade marketing to get long-term competitiveness Net red zero food brand long red road is how far?

Recently, the food network red KOL Li Zixuan owned enterprises set up a food company.
news was quickly released on the hot search, the combination of net red and food again received attention.
with the deepening development of net red culture, the word "net red" has been extended from the human field to the commercial field in recent years.
On the small red book and short video platform, artists, KOL and vegetarians will share a card to a net red restaurant, unlock a net black milk tea, pull out some kind of watch live purchase of online red snacks ... More and more food as a net red quickly became popular, become a burst.
, the young people as the main consumer groups, early and e-commerce under the inexplicable relationship of snacks, but also in this area of culture "mixed" feng shui.
years, there are some products precipitated down, gradually grow into a new brand, and some products in the red after the rapid cold.
in the end who is the back of the snack network red pusher, net red snacks how to move from net red to changhong? Three factors to promote the redness of snack net so-called net red products, refers to the cause of phenomenon-level spread, thereby promoting the production of purchase, sharing the sun order products.
people now say the net red, mostly refers to Taobao, live room, small red book, short video and other platforms on the fire products.
fact, net red products already exist.
the first generation of net red: strictly speaking, can not be called "net red", when the network is underdeveloped, more in the television side to form a magic spread of the brand.
such as Wangwang gift bag by virtue of brainwashed advertising red pole for a while.
second-generation network red: on the one hand, the rise of the Internet to create space for the Taobao brand, on the other hand, is based on the sharing and dissemination generated by micro-blogs.
such as Huang Taiji pancakes by virtue of the social platform topic "boss open Mercedes-Benz pancakes news" rapid spread and become a net red.
thred generation network red: the brand no longer rely on television advertising to build fame, but through live broadcast big V, category of people and other KOL endorsements, in the target crowd concentrated live, short video, small red book and other sharing platform dense output content, high-frequency reach the crowd, quickly enhance visibility and user trust.
zero food brand in the three generations of net red stage of rapid development.
Wang full, lizi, three squirrels and other brands, in each sub-circuit to produce a net red explosive, a time to start a beach of gulls, leading to major brands to wait, have launched follow-up products for defense.
this period of the network red products are often designed more characteristic, the operation of traffic is more mature.
the outbreak of online red products have many factors, one is the consumption of sub-groups, stratification, resulting in diversification of demand.
with the segmentation of consumer groups, the original single-product era is over, replaced by market segments differentiated into different product lines.
even the same type of product, people's needs can vary significantly.
to 90, 00 after the example, they like novel things, love to share, love high-value, new national goods products, so, good shops and other favorite.
is that the contact point between consumers and products is becoming more and more fragmented, which is conducive to the creation of net red brand.
in the sub-category, the proportion of entrepreneurial enterprises is higher, mostly in the form of rookie brands.
these new brands will not be like traditional brands in the past, online and wide-ranging resources, while with large-scale "air launch."
focus on a certain channel sales, in the choice of media, to new media channels, through dense, multi-frequency contact, strengthen the user's impression of the brand, thus forming a transformation.
is the consumer's pursuit of novelty, like to follow the trend of psychology, but also further stimulate the spread of online red products.
design, interesting products, is the active social symbol of net red products.
when people frequently see a product in a circle of friends or other social platforms, it produces a red perception that further stimulates consumption.
brand is more difficult to become famous net red snacks can actually be divided into net red brand products and traditional brand net red products two.
traditional well-known brands, net red zero food brand has advantages and disadvantages.
the advantages of the internet brand is born in the mobile Internet era, so the mobile Internet adaptation and embrace is also the fastest, can be the fastest use of new media, including jitters, small red books, live streaming and other new media, new channels to market.
and because of the courage to try, the brand can often create some effective new ways of playing, this new marketing method is more attractive to young people.
But compared with the traditional well-known brands, many online red brand products and channels are not strong enough, product research and development and building capacity compared to traditional brands with a certain history, the gap is basically all-round.
in terms of channels, traditional brands lay longer, net red brand speed is difficult to catch up in the short term.
At the same time, the net red brand at first in a small circle of hot, because at first cut into the market segment, so when it expands the market, it may find that many people are not interested in it, and eventually find it difficult to make their product visibility circle.
so there are industry insiders put forward that the traditional brand network red easy, but the network red brand well-known has difficulty.
to Changhong need to have lasting vitality only point takeaway called lazy economy, do not want to go out called house male economy, young not married called single economy.
"XX economy" has become a distinct phenomenon in China's snack market, in this context, labeling model quickly become a "change to the net red" shortcut.
addition to the "XX economy" label, snacks XX label is also more and more.
such as health, nutrition, experience, fashion.
As a snack, it's natural to meet consumers' healthy nutrition and experience needs and highlight consumer identity, but when labelling began to become a competitive trend in an industry, product innovation in that industry seemed to have stopped.
a closer look at the development of the snack industry in recent years, net red model competition is becoming more and more intense, product homogenization is becoming more and more obvious, "fast death" situation is not uncommon.
as an early network red-grade snack enterprises, three squirrels, good shops, grass flavor almost formed a three-legged situation, product differentiation is insufficient, profit meager has become a common law in the industry.
even the booming online red-hot live-streaming strip can only help snacks break the ice in the market, triggering a sales frenzy that will then be drowned out by the waves.
background, how to break the bottleneck of net red snacks to changhong? Industry insiders carried out the analysis.
first principle is delicious.
for a food, delicious is the first, this is not a plus, but a line of good.
A net red snack can be very cool, interesting or even very dark, but if not good to eat, poor quality, then consumers taste fresh once will not buy, net red can only rise for a while, a momentary fall.
is to meet the functional needs rather than follow the psychological needs.
Consumers choose an online red snack, if simply just to follow the trend, buy to send a circle of friends, then a fresh, twice mediocre, to the third time become boring, such a purchase motivation is not sustainable, consumers are just a picture of fresh.
only products that meet the demands of consumer functions, such as easy-to-carry, wholesome snacks, can better trigger continuous re-purchase and have a more lasting vitality.
is to precipitate brands and build emotional connections, rather than simply attracting consumers with low prices or gimmicks.
from the net red products to the net red brand, further to the network red, more importantly, with emotion to reach consumers, to win the trust of consumers.
To three squirrels as an example, good-looking packaging, considerate small products are important, but behind this reflects the brand culture of user first principle, so that consumers buy happy, eat happy, in order to better use emotional communication to retain consumers.
is the gene that makes innovation and lifestyle leadership a brand.
products need to be continuously fresh, which can be new and fresh, or the brand through marketing activities to bring freshness.
Weilong spicy strip as the hot bar world's carrying, at first is not a snack with the fashion gene, but with the upgrading of brand marketing, the brand through the display of standardized factories, and Stormtrode comics to do joint design, step by step from the edge of small snacks to grow to more than 2 billion yuan of big brands.
's changing marketing style, always surprise consumers, thereby enhancing the brand's life cycle.
from the explosion of single products to burst brand, the brand to be able to catch the instant surge of traffic.
this requires net red brand innovation marketing methods, polishing product strength, to obtain long-term competitiveness.
" network red can be regarded as a means of brand communication, but not a long-term use of the brand means.
" industry insiders remind that if the brand has been addicted to the concept of manufacturing net red, no product strength to support the brand precipitation, then net red this gust of wind to how fast, how fast to go.