A few months ago, when I was chatting with investors in the circle of friends, I asked: "What is the hottest track right now, and which field is the investment hotspot?" The other party replied, "It is better to invest in the Internet than in new consumption."
From the perspective of front-line practitioners, in the past 2020, a new generation of consumer brands such as Bubble Mart, Yuanqi Forest, Zihi Pot, and Perfect Diary have ushered in explosive growth, and the primary market has officially entered the "China New Consumption Investment" first year".
Entering 2021, the popularity of the consumer industry has not faded. Data shows that in the first half of 2021, there were 280 financing events in the new consumer sector, with a total financing amount exceeding 39 billion yuan, far exceeding the same period last year.
New consumption has undoubtedly become one of the hottest investment areas nowadays, where the most hot money and adventurers gather.
Now, the tide is breaking out. Among them, new consumer brands include newly established brands and traditional brands. Emerging brands are emerging in mature categories through differentiation, segmentation and regionalization strategies, and traditional brands are grasping new consumption opportunities through digital transformation.
What is certain is that in this new wave of consumption, whether it is a new brand or a traditional brand, diversified marketing methods are the "heroes" behind the rise of the brand.
However, under the bombardment of marketing methods such as short video information flow and live streaming, users have gradually experienced a certain amount of aesthetic fatigue. At this time, how to establish an "effective connection" with users has become the focus of the brand's digital marketing layout.
In this context, "private domain traffic" has become the key to improving marketing efficiency.
On October 13, 2021, Weimeng Group released the "2021 New Consumption-Brand Full-Link Smart Growth Report" (hereinafter referred to as "Weimeng Report"). With this report, we try to explore how new consumer brands will break the situation under the rise of private domain marketing?
1. Private domain has become the core growth driver of the brand
At this stage, although new consumption has telemarketing list become a commonplace, the internal logic of its explosion is still inseparable from the concept of consumption upgrade.
Data shows that the development of new consumption in China has grown rapidly since 2018. In 2019, the market share of Chinese brands has reached 72%. In 2020, the penetration rate of Chinese brands is as high as 91.4%, becoming the first year of the telemarketing list explosion of new consumer brands.
The reason why it broke out in 2020 is related to factors such as the domestic per capita GDP exceeding 10,000 US dollars at that time, the related infrastructure construction has matured one after another, and the mobile Internet original generation has become the mainstream consumer group in the new generation of the market. fiery.
In the "Weimeng Report", new consumption is defined as: new digital marketing technologies, new business models such as multi-channel integration, and user consumption patterns based on new marketing scenarios such as social networks and new media.
Essentially, new consumer brands must provide new product categories, or iteratively upgrade old categories. As defined in the report, the application of new marketing techniques or marketing concepts is a major symptom of new consumption.
In the marketing process, looking at the new consumer brands that have successfully emerged, some have successfully detonated rapidly among new consumer groups with the help of rich public domain channels and content dividends, and embarked on a large-scale route; there are also other ways to penetrate the minds of private domain users. , get a higher brand premium.
The two paths are different, but now, the awareness of the private domain of new consumer brands is gradually awakening. According to a survey by Weimeng Research Institute, 45% of brand online marketing is aimed at building private domain traffic, starting with the end, which reflects that private domain operations are becoming a favorite of brands.