Hongxing Erke broke through the circle with patriotism and dedication, and went to sea with Li Ning with the national tide. Today, the new generation will prefer and buy more domestic brands, and the awareness of domestic products has become the general trend of consumption. In the next 10 to 20 years, there will be no national tide, only the awareness of domestic products. However, unlike Li Ning's trend, Hongxing Erke's popularity quickly cooled down. How can the awareness of domestic products be transformed into brand dependence and seize future consumers?
Product innovation is the catalyst. During the
epidemic , Wuling changed its car production line to a mask production line. "What the people need, Wuling will build it" is deeply rooted in the hearts of the people; the launch of Wuling MINI and other high-value models has attracted a large number of female users to buy; at station B, etc. Among the younger platforms, Wuling has long exposed user-generated content... On the surface, Wuling's popularity relies on design and traffic play, but it can turn its popularity into brand dependence. The essential reason is that the product quality is excellent. Only when the heat is left with residual temperature and the flow is worthy of product innovation can the true vitality of the brand be precipitated.
Product emotional power is a petri dish It is equally important to
dig deep into the emotional appeal of consumers. Single Food is a super brand that claims to be affiliated with 260 million single young people. From potato chips to instant noodles, single food is popular. From the point of view of brand concept alone, the popularity of single food depends on its cute appearance, and the copywriting directly hits the soul, but it can turn the popularity into brand dependence because the single food turns loneliness into product emotional power, and manages it into a a business. The new generation enjoys loneliness very much. The pet economy, cloud economy, metaverse, and single economy are the epitome of the emotional drive of products. The business model that the emotional force of the product drives the brand is gradually maturing.
Product experience is perpetual motion
When it comes social currency, the first thing that drives human social interaction is hormones, and the first social currency in a civilized society is condoms. The condom industry is an industry that has been fighting with overseas giant brands for a long time. Elephant is a national brand, and it is necessary to make a benchmark for domestic products. At the beginning of its establishment, Elephant invested in the research and development of packaging methods, and finally took 18 months to design a butter box packaging that can be opened with one hand and reversed in seconds. In April 2021, we took Durex to court for allegedly plagiarizing our design patent. Elephant's years of investment in experience also ushered in an explosion in this matter, and netizens spontaneously produced videos and pictures to support.
Behind this is an evolution of the consumption concept of young groups. When Generation Z chooses brands, it is no longer only big brands and traditional top brands. Today, whoever has an easy-to-use and interesting product, and whose product can represent their social attitude, choose whoever they choose, and spontaneously stand for the brand.
As the new generation becomes the dominant force in the domestic consumer market, driven by cultural self-confidence, future super-brands need to bring together product innovation, product emotion, and product experience to jointly catalyze, express new propositions, export new ideas, and create new lives. In this way, the picture of the brand can be unfolded.
