Let'S Push The Trumpet... Do You Understand The Operation Of Domestic Brands?

An old Chinese brand with a strong sense of "net red" is not only a very current trend, but also a strong market appeal. It also means that Ta has a strong ability to innovate and will have the chance to lead the trend in the future.

In the new economic environment of the Internet age, how can we integrate stimulant factors or find a feasible channel to release the new vitality of industry and brand?

This is not only the development proposition that the emerging brands should follow, but also the key to keep the old brand new.

In recent years, a visible trend is that domestic brands are breaking through in many different ways.

Today, we are going to analyze the domestic brands that have recently been touted, and how they have revival in the Internet age and win the trust of a large number of young consumer groups.

I am not complacent, I love crossing boundaries.

Cross border has become an important means for domestic brands to be able to "defend the classics".

In September 20th last year, the candy and lip balm, which was co operated by Kwan sang Park and Maxam, was formally launched on Tmall, triggering many fans to chase after it. The 920 products were photographed in 2 seconds.

Although the lipstick priced at 78 yuan and two yuan does not have a very strong price advantage, the collision of the two major brands of Chinese products has led to memories and killing. It has quickly opened up the discussion of brands among young people, and has become an important reason for consumers to pursue this kind of Lip Balm.

In addition, from May 23rd to May 24th this year, the joint library of White Rabbit candy and sugar launched a series of fragrance products.

With the growth of the millennial generation as the main consumer, how to remove the "old" hat and integrate into the young consumer group has become a problem that the domestic brands are eager to solve.

In the past two years, there are also a lot of domestic old brands in China to carry out creative cross-border.

For example, last year, during Valentine's day, Luzhou Laojiao, one of China's four famous wines, launched the same name perfume to attract enough eyeballs.

Perfume crystal glass bottle, wrapped in a pale pink gift box, the product is very elegant.

Last June, Liushen Florida Water and RIO Rui Ao cocktail jointly launched the "RIO sharp Liushen Florida Water flavor cocktail". The launch of the product has raised a wave of topics on the Internet and social media.

Domestic brands cross the boundary, interact with young consumers, form social topics, and let old customers see the brand innovation.

Under the background of the rise of new domestic goods, these initiatives of Ta are indeed conducive to renew the vitality and add new connotation to old brands.

Even push trendy trumpet to attract new customers.

As the core consumer groups, which are dominated by 50 and 60, are getting old, the foundation for the survival of domestic brands is shrinking.

Even in many places, the purchase of products made in China's old brands has become a consumption of tourism and a specific group of consumers.

In view of this, many domestic brands, especially the catering industry, have launched "trumpet", hoping to create a sub card to suit the young consumer market.

Rice fragrant village

With more than 200 years of history, the village has launched a sub brand "rice field diary", which is the first shop in Beijing Aegean Sea shopping park. The main brand is the new Chinese afternoon tea. The snacks are more refined and beautiful than the Beijing rice village.

Wang Laoji

Wang Lao Ji, a traditional herbal tea enterprise, has set up a "1828 Wong Lo Kat" store since December 2017.

In addition to tea drinking, last year, Wang Lao Ji's cross-border brand Fred Segal opened Fred Segal Caf E in Taipei.

On the side of the 1 floor, there is a 10 seat drink area for everyone to go tired. You can sit inside and drink the coffee of Wang Lao Ji, while the 2 and 3 floors are mainly selling high-end designer clothes and shoes.

Tongrentang

Before the opening of the tea shop at the Wong Lo Kat line, Tongrentang opened its first offline shop, "Yan Yue Shan", in the Kerry Center of Jingan, Shanghai, and officially announced its entry into the tea market.

The store was co founded by the Tianjin Tongrentang joint magic shop. In terms of products, Yan Yue Shan's tea drinks are mainly health preserving and herbal positioning. At present, there are more than 20 SKU in the shop, which are divided into five series according to their products: Herbal herbal drink, health preserving grains, herbal fresh fruit tea, herbal milk tea and nourishing stew.

Brand targeting is over 25 years old, white-collar groups who focus on health, and shops are also open to major business circles.

Yan Yue Shan will continue to consolidate the East China market in 2019 and consider entering Beijing and South market, according to Yan Yue Shan's founder and CEO Hu Kai Ji.

Opening different stores, giving audiences different experiences.

Nowadays, more and more domestic brands are changing their styles to change their traditional impression.

These stores, or attach importance to design, or change the business mode...

Ta has completely broken the traditional stereotype of Xinhua bookstore.

Last year, the week's black duck upgraded a 80 square meter experience shop in Jianghan Road, Wuhan, where coffee, dolls, lipsticks, and even 24 hours of self-service vending machines were available.

Compared with past stores, Jianghan Road stores will pay more attention to experience and self-help. For example, the open food shelves will be full of weekly black duck products: Lock fresh series, vacuum series, and limited gift boxes.

Consumers can choose products all the time.

After the election, consumers can also experience the weekly black duck's dolls in the shop. They will have peripheral, cash coupons, and lip biting lipsticks.

And last year, week black duck joined WeChat in building the first AI convenience store.

Consumers only need to brush their faces to enter the store, making a "gesture" gesture to smooth payment.

Marketing and promoting new products for young customers

The descendants of Gu Zhimin, the founder of the hundred antelope, said: "the old brand is a tender card, but it is not a free card. Only innovation is the old brand of old brand.

In the rapidly changing market economy tide, the value of the old brand needs to be rediscovered.

The customers who buy the hundred antelope are mostly 18 to 25 years old.

However, Ta is easily attracted by novelty elements, and is hard to guess, so it is difficult to form brand loyalty.

On the other hand, in the past two or three years, a large number of Korean and American cosmetics have first occupied the market of young people in the second tier cities through the sea, and now they are entering the offline channels of these cities.

To this end, the Ta is gaining recognition through marketing and new product development.

In marketing, the effectiveness of brand communication also depends largely on the temperament of its spokesperson.

In 2016, on the basis of Karen Mok's spokesperson, the king also signed Jay Chou, Li Bingbing and other entertainers.

This move has removed the traditional hat of traditional Chinese products, so that the "Mama" brand skin care products will be renewed and entered the minds of young people and won the recognition of Ta.

And content marketing and viral copywriting are also driving more young people to know the gazelle.

It is a classic 2016 bullying screen "four beauties unhappy" and an advertisement "1931", which has changed everyone's perception of the gazelle.

In addition to the sense of presence in the variety show, the past two years have gradually shifted the focus to digital media, almost all the social communication related to young people: such as micro-blog interactive, live broadcast, hot marketing.

They even set up accounts for BiliBili, a well-known video barrage website, and labeled "I am a fairy, I don't care".

In terms of products, in addition to stabilizing the existing consumer groups, the gazelle has also removed the label of "old" by correcting and expanding the target market.

After 90, 00, and like two times, the choice of crossover is designed for Luotian limited products.

In view of the high quality consumer group, the brand crossover the Imperial Palace cultural jewelry chief design consultant Zhong Hua, designed the Oriental hairpin and Yan Lai Bao Bao gift box, and invited the Chinese vision wizard Will Tsai (Cai Weize) to shoot the magic advertisement "life is like a box" and launch the Limited Gift box......

Under the new era of successful counter attack, after more than 80 years of baptism, the hundred antelope is still thriving on domestic cosmetics leading, its future power is immeasurable.