Product innovation in the Platinum era, how to help content marketing
2018-09-26 分享
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The emergence of consumer upgrades has brought about an escalation in consumer demand across the Chinese market. Consumer demand is no longer only reflected in price factors. For example, in the past year, overseas purchases have prospered, and many Japanese and Korean goods have entered China. Some affordable daily commodities occupy more and more shares. Consumers are more eager to find products that are cost-effective and can reflect their individuality. This is a future direction.
Faced with the challenges of economic downturn and changes in consumer demand, the cosmetics industry is undergoing a comprehensive adjustment, from the golden age of gold mining without the need for special tools, to the Platinum era where only a few people can use their advanced tools to realize user value. In the past 30 years, anyone who dares to dare to make money can make money. If you have the courage, you have the opportunity at any time. This is the characteristic of that era. However, the times have changed. In fact, gold and platinum are two fundamentally different metals. I think that platinum is actually a kind of precious metal specially made for some people. Only a few people can have it. Only advanced productivity can make it play its value. So I think that from the golden age to the platinum era, the outcome of the final winner will be different.
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In the future, the ecology of the cosmetics industry will have a huge breakthrough, and the industry will usher in a new look. In the process of change, I think there are several obvious trends.
First, the industry's entire industry chain is rapidly concentrated, with brands, retailers, suppliers and service providers all without exception. During the economic downturn, enterprises often rely on scale to improve efficiency. This is the law of the economy. In the future, the brand will be bigger and bigger, because we found that not only the cosmetics industry, the food industry, the printing and packaging industry, etc. are busy acquiring. Then everyone needs to think about whether they have the chance to become one of the best companies and companies in the entire industry chain. Take Han Shu as an example. In just four years, a company with an output value of about 300 million yuan has grown into a company with a production value of more than 4 billion yuan last year. This year, it will have 6 billion yuan, and next year’s target is 8 billion yuan. What is it? This means that many small and medium-sized cosmetics companies will be eliminated, and a large number of SMEs lacking higher capacity will be anxious.
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Second, super local brands are bound to rise. With the strengthening of national strength or channel changes, super local brands are growing rapidly. The capacity of the entire Chinese market determines the inevitability of the emergence of super brands. In the past few years, a number of companies have risen rapidly, such as the Baique Ling in the cosmetics industry and Mary Yijia in the make-up brand. Procter & Gamble once called the company with a production value of $1 billion a super brand, and more and more local brands will enter the ranks in the future. In this process, local brands will usher in historic opportunities, and this opportunity for suppliers is to be able to keep up with the development of these super local brands, who can go from the local to the international, this is the largest supply chain. opportunity.
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Third, the competition for strategic marketing resources will intensify. In the case of a stable market, if you want to squeeze the space of your opponent, you need to have enough volume, and the competition for strategic resources will become more intense, especially in advertising and talent. Last year, Han Shu spent 15 billion yuan in Hunan Satellite TV to win advertising resources. This advertisement is actually a strategic marketing strategy. Hunan Satellite TV has a huge impact on the young consumer group. Han Shu’s determination is to occupy this key entrance even if he spends a lot of money. In terms of talents, many local companies are acquiring talents from Korea, Japan, etc. in batches, with the aim of promoting brand strategy by competing for strategic resources.
Fourth, the consumption trend is changing. The consumption habits and reading habits of “post-90s” and “post-95s” are completely different from the previous generation. The rise of this generation has also changed the entire consumption pattern and even the sales pattern, which has also improved the direction of brand development.
Fifth, omni-channel operations. Previously, we thought that the cosmetics industry brand should be successful only by relying on channels. For example, Afu essential oil succeeded by e-commerce. But entering the era of super brands, companies need to conduct omni-channel marketing. The market is changing and the brand landscape is changing.
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The knowledge structure, aesthetic level, life experience, lifestyle, and access to information of contemporary young consumers are fundamentally different from those of the older generation. The consumption pattern has been upgraded. Young consumers are individual and tasteful. Their demand for brands and products is not only in the appeal of functions, but also in the emotions conveyed by the brand. They are less likely to change their decisions because of the amount of advertising. This actually puts higher demands on brands and products. Over the past three years, we have worked with many brands and are slowly exploring ways to shape successful brands. According to our experience, not all packaging is successful, but successful packaging often has a certain commonality, that is, it can cut the mainstream aesthetic of the current consumer. For us, we will not make a good design as the highest goal, but we must be determined to make good products. How to maximize the product into the current mainstream consumer demand and aesthetics is a basic topic.
In the packaging design, I think the following strategies can be used for reference.
First of all, the luxury of luxury. For example, when the company designs packaging for Ou Shiman, we will design according to the characteristics of customers. As we all know, Ou Shiman is a pearl industrialization group enterprise dedicated to pearl deep processing and pearl beauty technology research and development. Therefore, the concept of pearls needs to be reflected in product packaging design. At the same time, we hope to interpret it from an implicit perspective and increase the psychological touch of consumers. In fact, the core of the product is not the outer packaging, but the internal factors. The designer introduced the product packaging into the concept of shells, which made consumers feel that the product packaging is like a pearl shell to protect the inner pearl. As a result, the designer's design is more in line with each other's needs.
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Second, create a clear association. Commercial warfare has always been more than just a battle for technology, but also a battle for customers' minds. We believe that for high-end products and packaging that needs to deepen the brand concept, implicit expression is very important, but for popular goods, in fact, packaging needs to be more grounded, through some touch points to make consumers associate. Baby is a new brand in the children's care market. When designing the packaging, considering that children from 3 to 5 years old have the most intuitive understanding of geometric figures, we assign a certain shape package to a certain product, such as hand soap designed for round packaging, shower gel designed for square, etc. Bringing intuitive associations to children with the simplest product memories and colors. At the same time, the label on the package is like a medal, the designer hopes to use this "Medal" to encourage the child. The design of the animal pattern also conveys the direct communication between the brand and the child. Many people think that baby products only need to impress their mothers, but in a sense we also need to impress children. Although the mother is the decision maker of the purchase, the ultimate user is the child, so in the process of separating the buyer and the user, it is essential to achieve the perfect fit between the two, and to think from the perspective of the customer.
