From Internet Thinking To Internet + Development Road

"Internet +" has transformed and influenced many industries. Internet finance, online travel, online booking, online property and other industries are all "Internet +" masterpieces. In the fast moving consumer goods industry, more and more enterprises are integrating the spirit of the Internet into every aspect of product R & D and marketing, borrowing this way to change the communication mode with consumers.

As the most typical representative of Internet thinking, Xiaomi is a brand that early integrates interaction into products. Focus Media Chairman Jiang Nan Chun attributed the Internet thinking of millet to four points: first, the participation of consumers; the design of consumers' participation to see the needs of consumers; two, Internet channels; three, Internet marketing means, millet advertising accounted for only 0.5%, and channel costs below 1%, so it won 40% of the price performance. Finally, the profit model. The core of the profit model of millet is that it relies on the value-added services provided by millet cloud, rather than profits from hardware sales.

But for fast food products, it is not easy to realize the millet mode. How can we make the consumer centric, from a traditional fast food company to a consumer centric product company, from product to channel to experience, to reconstruct the mode of communication between FMCG and consumers? Fast fading Enterprises The biggest challenge.

There are different opinions on the definition of Internet thinking. Some say "free, interactive, high speed". Some say "platform, interaction, openness", and also say "platform, interaction, pluralism". Although the argument has different emphasis, one characteristic that is not around is "interaction", that is to say, to highlight. Internet thinking The most important thing is to highlight interaction, but more importantly, how to interact.

In 2014, KFC played a disruptive role. Marketing The two products are completely left to consumers, which is unique in the marketing history of traditional catering brands, and KFC's marketing innovation is integrated into the hottest Internet thinking at present.

In this marketing campaign, KFC has launched a multi-media and multi-media communication platform. Consumers can not only vote easily in KFC, but also vote through a dedicated network channel. In addition, KFC's official micro-blog and WeChat have launched a special discussion area. Spokesmen Chen Kun and Ke Zhendong are also using their respective appeals, canvassing themselves through the media platform, and participating in the fans' convening activities in more than ten cities nationwide, and canvassing at the scene.

In the end, more than 20 million votes were received. Whether it is based on product level consumer participation or brand interaction at the marketing level, Li Zhiqi, President of the future marketing consultancy, seems to be in line with user thinking in Internet thinking: only in the Internet age can companies find that if all efforts can not please fans (consumers), then all inputs will be wasted, and the voice of the market will really return to consumers.

Although many FMCG companies are rapidly integrating into the Internet, both product development and marketing are making more use of the advantages of the Internet to communicate with consumers. Whether it is putting online advertising on the Internet, interacting with consumers on social media, or deciding on the development and retention of products to consumers, these seem too "niche", which is a little "slow down" for the fast consumer goods broad audience.

Once the remote acquaintance of the "old acquaintances" - Tide, Head and Shoulders, Crest, Shu Fujia, SK-II and so on, the advertisements of these brands have obviously decreased, and some have not even appeared or just appeared sporadically for a long time.

As the biggest advertiser in global advertising, Procter & Gamble has been increasing the number of digital marketing in recent years, while the proportion of traditional TV advertising has been declining year after year. Although the advertising budget of the advertising giant has been increasing year by year, consumers feel that P & G's advertisements are becoming less and less.

As for the change of P & G's marketing strategy, the outside world is also mixed with different opinions. The opinion of brand strategy expert Wen Gang is more representative: a sharp reduction in traditional media advertising is actually a matter of drastic determination. This is determined by the nature of fast food products: the vivid image of TV advertisements can not be replaced by new media advertisements. Moreover, the audience of fast moving products is far from being covered by new media, and the enterprises should take a good look at the proportion of advertising.

As the largest advertising company in China, Unilever did not express the proportion of digital marketing as much as P & G, and reduced the number of TV advertisements. However, Unilever's brands also suffered from a decline in brand exposure and a decline in brand memory. Apart from Qingyang, Tide and HAZELINE, a few brands such as China, HAZELINE, wall's, jenno, lux and POND'S were rarely seen.

In contrast, in recent years, local daily chemical brands are frequently "big at hand" in terms of advertising. The title of a series of popular TV shows, such as "I am a singer", "a good voice in China", "where daddy is going", "if you are the one", are basically sold by domestic fast food companies, and the TV programs of fast fading enterprises are known for a long time. And Li Bai washing powder, hundred antelope, pailai, Herborist, CHCEDO, Mei Bao Bao and other local daily chemical brands, with the help of this Chinese characteristics of the famous variety, frequently appeared on the TV screen, and achieved the counter attack of brand exposure.

But in these phenomenal TV variety shows, we can hardly see the figure of international chemical enterprises. CEO Zheng Xianglin, a senior media expert and former strength media, told the China business newspaper that the media delivery of international companies value data and cost performance. They will find out the most cost-effective platforms and programs through complex data and calculations, which are often not the most popular variety shows.