Change Of Consumer Communication Mode In Internet + Era

"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.

Act as Internet thinking The most typical representative, Xiaomi, is a brand that first 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 to make the consumer centric, from a traditional FMCG company to a consumer centric product company, from product to channel to experience, to reconstruct the communication mode between FMCG and consumers, is the biggest challenge for fast moving enterprises.

"Scanning the Mongolian cow milk box on the two-dimensional code can see which cow is extruded milk, and even can see the scene of feeding and milk milking." Consumer Xiao Liu recently found some new findings when he bought milk in supermarkets. This is actually Mengniu's integration of Internet thinking from product to channel to experience, and reconstructing the communication mode between FMCG and consumers.

In 2014, Mengniu worked with Baidu to launch the two-dimensional code visualization traceability milk "select pasture", and the intelligent shaping milk "M-PLUS" based on the combination of hardware and software. It opened up Mengniu's idea of making products with internet thinking. Recently, strategic cooperation with NBA and Shanghai Disney fake district has also become the key layout of Mengniu Internet marketing.

But the tools and platforms are under the initial exploration of Mengniu's "Internet thinking". Under the trend of "Internet +", Mengniu has a further attempt: "invest more attention and resources into new media and new channels, from the traditional fast food company to the Internet + generation of" consumer centered ", create the milk of the Internet age, and achieve the ultimate goal," Chen Hao, general manager of the Mengniu market management system parent brand management center, "said," Mengniu and star combination Yu Quan is about to cooperate in the introduction of customized new product pure milk ". This product definitely subverts the traditional mode of selling milk, completes the transaction through the electronic commerce platform, and then provides consumers with one year's product supply. For the pasture of the source, Mengniu intends to create a transparent pasture open to consumers. They can visit pastures at any time, ask questions and face to face exchanges with Mengniu, in this way, complete the research, development, dissemination and sharing of products.

It can be said that the practice of cross-border cooperation with Yu Quan and letting consumers participate fully is a disruptive reconstruction of the relationship between dairy enterprises and consumers, which is an innovative marketing method in the era of "Internet plus". "Although in 2014, consumers voted through their wallets to help Mengniu earn a breakthrough of 50 billion yuan mark, but for the entire dairy industry, although domestic milk has ensured the quality and safety through docking international advanced science and technology, transparent quality system and the third party international quality control giant's uninterrupted supervision and audit, consumers' blind trust in imported milk is still a major challenge for the development of domestic milk." Chen Hao said: "milk is a product with temperature. We hope that with the power of the Internet, we can let consumers participate in and witness the quality through the most frank, open and transparent attitude. Compared with the traditional way of asking a star to be a spokesperson, this mode emphasizes that the pure milk launched with Yu Quan is not only the product of Mengniu and Yu Quan, but also has the temperature of consumers' attention and participation. Under the new communication mode, consumers are no longer just passive product buyers, but are producers of products with the right to speak and supervise, and they will help brands achieve halo effect.

In fact, Mengniu's operation is to achieve the ultimate goal of marketing by means of this product with the spirit of Internet participation, and to build up quality, reputation, trust and loyalty to the brand through fans.

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 the characteristics of Internet thinking, the most important thing is to highlight interaction, but more importantly, how to interact.

In 2014, KFC played a disruptive marketing, and decided to leave the two products entirely to consumers. This is unique in the marketing history of traditional catering brands, and the marketing innovation of KFC is also integrated into the hottest Internet thinking at present -- Deep interaction with fans.

In this time Marketing activities 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 opened special discussion areas. Spokesmen Chen Kun and Ke Zhendong have also used their respective appeals, canvassing themselves through the media platform, and participating in the fans' convening activities in more than ten cities across the country, 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.

The advent of the era of "Internet +" is the only way for fast moving enterprises to play a "sense of participation" and socialized marketing. The traditional TV advertising should also be connected with the Internet world. The advertising of phenomenal TV variety shows and even network variety shows is a choice of icing on the cake. In the future, more and more fast food companies will compete. "Internet +" In the big cake, all kinds of new marketing methods will also refresh our cognition today.