Nowadays, the underwear industry has already been changed by the gale of new consumption. On the other hand, new underwear brands, such as Neiwai, jiaonei and ubras, have entered the market, and overtaking on the curve has been realized rapidly; On the other hand, the traditional underwear brand Gaoguang no longer exists, wandering on the edge of loss and bankruptcy, and is urgently seeking the method of digital transformation. The players in the industry have changed, so have the consumers. According to the data of zhongyan.com, the growth rate of young people aged 18-30 has reached 60%. Young consumers have long been accustomed to online shopping, and they pay more and more attention to personalization, thus driving the migration of underwear consumption behavior. With the help of new competitors and new generation of customers, the overall digital transformation of underwear industry has accelerated and ushered in a new growth window period. However, the challenges also follow, and there are still problems for underwear brands: the dividend of Internet traffic is no longer available, and the media environment is becoming more and more complex; At the same time, the digital transformation can not be completed overnight, the brand is just in the initial stage, and there is still a long way to go in the future. Although the competition of underwear enterprises has become white hot, but at this stage, the competition of digital transformation has just begun. The key point to win the next match point is to grasp the digital outlet and cultivate the brand power and operation power. In this context, whether the underwear brand can find a growth methodology that is more in line with the current industry development trend and its own development tonality becomes very important. Long term doctrine needs the support of brand
The core index of brand is "cognition". Domestic underwear industry has developed for many years, but it is difficult for you to think of an absolute head brand at the first time. According to the data of China Federation of Commerce, there are at least 3000 domestic underwear brands, but the comprehensive market share of the top five brands is only 6.6%.
The current market pattern, in fact, directly reflects the importance of brand building - once underwear enterprises can take the lead in establishing "brand" and forming a wide range of "influence", they can obtain the first mover advantage. Underwear industry itself is lack of truly recognized brand, now talk about brand building, both new and old players are extremely critical. For the old brands, the deficiency and backwardness in brand building in the past is one of the key reasons for the dilemma of being quickly countered by new people. Today, if you want to turn over, you need to upgrade your products and your brand. Only in this way can we capture the attention of young people, compete with new brands, and help brands really go through the time cycle. As for the new sharp brands, although the cold start has been completed with the help of some popular products and the first step of its rise has been made with the help of marketing or live broadcasting, it is still far from becoming a real brand - because the window period of innovation is very short, the products will be reprinted soon; With the increase of customer acquisition cost and the decrease of ROI, the brand may face the end of elimination.
Brand building is very important, so how to start the brand in the specific practice implementation link?
In fact, brand building includes positioning and publicity. Generally speaking, brand building should be widely covered and quasi positioned. It is not difficult to understand that although the media environment and consumers are constantly evolving, it is still unshakable to gain voice and enhance consumer awareness; Although the current brands attach great importance to effect transformation, the growth of short-term sales can not replace the long-term brand premium, and product promotion is always necessary.
In order to achieve "wide coverage", it is necessary to have a platform channel with large flow and scientific overall promotion. For example, Tencent, an Internet giant with wechat and QQ applications and 1.2 billion users, has increasingly become one of the indispensable partners in enterprise product promotion in recent years. In terms of "quasi positioning", the new brand itself is to understand the needs of consumers and take the lead in winning the vertical market with differentiated positioning. Therefore, the main task now is how to leap from "online popularity" to get rid of the brand image of "traffic players". The task of the old brand is to find the scene, context and marketing method preferred by young people, promote the brand, take the user as the core, and realize brand renewal. Cooperation with new consumers' favorite IP content is a good marketing way to impress young people.
For example, the underwear brand manifen found Song Xi as the brand spokesperson at the end of 2019, trying to establish a more youthful and fashionable "personage" for the brand, which also attracted the attention of Song Xi's huge and young fans. Then last year, Song Xi became the "initiator" of Tencent variety IP "creative camp 2020", and manifen also cooperated with this popular idol talent show variety show. On the one hand, it let the brand and products show skillfully in the program, let the tutors and students become product planting officials, fully expose the brand and enhance the brand awareness of consumers; At the same time, it is equipped with "type", "self-confidence" and other copywriting to strengthen the brand-new image. On the other hand, manifen has also set up a list voting in the small program that is in line with the core playing methods of the program, which not only establishes a deeper connection with fans, but also successfully drains the private domain of the brand and promotes sales transformation.
Business needs efficient public and private operations as the fulcrum
Even if all industries know that the dividend of Internet traffic is no longer available, and the era of "refined" operation has come, many brands that are used to extensive investment still have enough space for optimization in marketing strategy -- after adding online channels, how can traditional underwear brands better make online and offline collaboration? How can new underwear brands effectively improve their ROI after setting up a private space? New problems are coming one after another. Acquiring customers and transforming efficiency are the problems that digital body care brands need to continue to optimize.
In terms of attracting customers from the public domain, although brands all know that only by increasing the marketing contact points in the public domain scenario can the flow be increased, but the complex media environment, the constant entry of RMB players, and the increasingly strict data privacy issues make the purchase cost the first hurdle on the road to the growth of many brands, After dense layout of multiple platforms, it is often hard to please. After the brand can successfully introduce the public domain traffic into the private domain, the focus is on the word "operation". However, due to the lack of deep understanding of the operation and improper operation of the platform, brands are easy to fall into the dilemma of one-way output of information to users, and it is difficult to establish "effective" contact with users, resulting in the "fake private domain" becoming a common phenomenon. At the same time, many brands in the past exist online and offline two ends of the situation or become a competitive pair, to get through the online and offline, to ensure interaction has become a new topic. In other words, the brand owners who know where the stubborn disease is actually lack of an appropriate means to solve the problem, which can make the customer acquisition and retention link more smooth, efficient and high-quality, and is a qualified "guide" of digital transformation. Digital transformation is only the ticket of the new consumption era, the choice of general direction and the formulation of tactics can determine the final direction of the brand. As Lin Liangliang, vice general manager of sales and operation of Tencent advertising industry, said at an event, many enterprises put forward the demand for digital upgrading, on the one hand, it stems from the catalysis of the black swan incident; on the other hand, the development of China's e-commerce has come to a new stage. In the future, the focus of brands will not only be limited to platform e-commerce, but gradually increase the number of private e-commerce. When the transformation of marketing methods, brand building, etc. have become the planning of every brand, "how to implement digital transformation" is the core issue that underwear brands should pay attention to.
