Looking back on the whole business history, whether the business environment has been hit by economic crisis, natural disasters or political turmoil, the original intention and driving force of enterprises to seek growth remains unchanged, that is, to keep close to consumers.
Now, at the starting point of the post epidemic era, in the face of the continuous iterative consumer market, how to systematically consider the next growth strategy for the sugar wine food industry? How to understand the market changes, accurately grasp the user value, improve the operation efficiency of the stock market, open up new incremental markets, and smoothly carry out digital transformation? And live better, and live better. This report will discuss the following points:
What are the new changes in the market, users and consumption scenarios under the epidemic situation?
In the new trend, enterprises are facing the danger and opportunity
Trio of digital transformation of sugar, wine and food industry
What are the new changes in the market, users and consumption scenarios under the epidemic situation?
1. The channel market and the new flow show a downward trend
No matter from the source of new traffic, or the performance of brand opening up new market, all show a downward trend.
1) 17 million new traffic, sinking the market into a new incremental gold mining point
The epidemic has promoted a variety of scenes to be reshaped. Entertainment, education, office work and medical care have been rapidly online. This has directly changed the way most people live and work. Even the parents and grandparents who used to be offline have begun to compete, kill and shop online.
This has led to a large number of mobile Internet monthly active users. According to questmobile data, in March 2020, the number of mobile monthly active users increased from 1.138 billion to 1.156 billion. The average daily use time per month increased from 5.6 hours in 2019 to 7.2 hours, an increase of 28.6%.
2) Liquor industry channels sink, but learn to do as the Romans do
1u3001 The second tier cities have always been the place of contention among military strategists in the sugar and wine industry. However, with the upgrading of public consumption and the change of consumer groups, the demand for the sugar and wine industry from users of the third, fourth and fifth tier and below is also gradually rising.
The resistance and difficulty of the first-line brands to enter the sinking market lies in the lack of understanding of users and emotional connection compared with regional brands, and the competitiveness of regional brands can not be underestimated. Therefore, in addition to taking channels and products as the center, we should also take users as the center. Under the condition of adhering to the brand characteristics, we should insight consumers through digital means, and based on the target users of sinking market Interest characteristics, content demand, scene demand and other data push diversified, interactive and customized marketing for target groups, achieve personalized and accurate touch, and stimulate interaction with users. Better layout will sink the market.
2. Brand should be close to and understand consumers when new consumer groups rise
Sugar wine and food industry is the industry with the most comprehensive age coverage and the most extensive population. Users of different ages and different circles have different characteristics. The epidemic situation has changed the behavior habits and behavior patterns of consumers to a certain extent. Insight and understanding of each groups behavior and preference change, and understanding of users concerns, language and symbols are conducive to promoting product innovation, adjusting marketing strategies, and creating more consumption scenarios conducive to transformation.
1) The silver haired group began to shop online, and food became the second choice
Mobile Internet people aged 50 and above are known as silver haired people. The epidemic has deepened the dependence of the silver haired crowd on the Internet. The mobile Internet has been more than 100 million active, and over 4 of silver haired people have been shopping through Taobao, Alipay and small programs. From the shopping category, food has become a second purchase item.
2) The consumption group moved to the post-90s and 00s, and the liquor industry became younger
With the growth of post-90s and 2000s, more and more young groups have become the backbone of the sugar, wine and food industry. Taking liquor as an example, according to the user insight of the huge engine sugar and wine industry in 2019, the content consumption of liquor users over 30 years old accounted for 78%, but the growth rate was only 69%, and the overall growth rate of users under 30 years old reached 133%.
The liquor industry is showing a younger trend, and the emerging consumer groups are rising and growing. However, according to the survey data of Ipsos liquor consumers, with the change of population age structure, the size of liquor core consumer groups will be reduced. This means the importance of the operation of the existing users. Through the fine operation of the existing users, we can achieve the purpose of bringing the old with the new, and then achieve the purpose of pulling the new.
As we all know, the young people of the post-90s advocate entertainment first, prosper the circle culture, and have distinct personality characteristics. It has become another challenge and difficulty for the sugar and wine industry to grasp the emerging consumer groups and understand their circle culture.
3. Channels are diversified and socialized, and all channels are arranged to promote interaction and growth
During the epidemic period, in addition to shopping on Taobao, Jingdong, tmall and other large e-commerce platforms, consumers also like to place orders through vertical e-commerce platforms, communities, small programs, individual numbers, and live broadcasting rooms, so as to reduce the use of offline channels.
1) Consumption scenarios show an omni channel trend, and the demand needs to be fully met
Due to the influence of living at home during the epidemic period, according to the survey data of iResearch, users still like to buy fresh fruits and food and drinks online after the epidemic, and the number of users increased by 27.6% and 17.3%, respectively. This is the consumption shift caused by the closure of many offline fields during the epidemic period, and this behavior is irreversible.
2) Multi channel access to fresh food, pay more attention to health
The online demand for food products has increased, but the sales volume of alcoholic drinks has declined due to the reduction of Party and social interaction. According to Ipsos data, 71% of consumers said they paid more attention to health than in the past. Whether it was wine or drinks, they preferred low alcohol, zero burden and sugar free. This is one of the reasons why Yuanqi forest is popular among users.
At the same time, this trend can be seen from the survey data of Ipsos in 2019. Compared with middle-aged and elderly consumers, young people pay more attention to the popularity of liquor, low alcohol consumption, creative drinking methods and packaging.
Under the new trend, the enterprise faces the danger and opportunity
Affected by the epidemic situation, consumption upgrading and the change of consumer groups, the sugar wine food industry has undergone irreversible changes in both the market and the user end. The consumer behavior of users is also constantly breaking the inherent marketing communication mode and market cognition of the sugar and wine food industry, and relying on the traditional methods can no longer meet the demands of brand growth and expansion. Sugar wine food industry is facing many challenges.
2. It is difficult to grasp the appetite of emerging consumer groups if they do not understand houlang language and circle culture
In particular, liquor, for example, attaches importance to channels and ignores direct interaction with consumers. It always appears in the eyes of young people as holding up and being too serious, which has weak appeal for empathy. According to Tencents marketing insight survey, 28% and 27% of the post-90s generation can deepen their impression on liquor brands through hot topics / IP joint promotion and interesting offline activities, and 10% of users are willing to purchase products through personalized customization service.
3. Low customer loyalty and difficult channel drainage
However, according to Tencents marketing insight data, although the exposure is large, the brand imprint is small, and the consumers quickly lose after stopping advertising. This kind of focus on single channel exposure makes it difficult for brands to drain and easy to drain users in the situation of fragmented and explosive information.
From McKinsey & companys four trend changes of Chinese consumers under the epidemic situation, we can see that after the peak of the epidemic, about 14% of the people do not intend to return to the stores they used to visit, and about 6% of the people do not intend to change back to the brands they bought before, so the user loyalty is low.
From the survey data, we can clearly feel that consumers dependence on a single channel is weak. According to user consumption scenarios, the layout of all channels is an important strategy to circle users.
In the past, compared with the traditional sugar and wine food industry, digital marketing is the future trend, and the marketing effect is less predictable. It is better to carry out more offline channels and spend more money on advertising.
However, the arrival of the epidemic, the first impact is the offline channel. As early as 2018, the mobile Internet traffic dividend peaked. No matter how much advertising is put, it will not retain a wave of users who are really in their hands. For example, an expert of a medium and high-end liquor enterprise said: in the past, we focused more on hard and broad-based industries. With money invested, the effect was good. Once the advertising stopped, consumers would wander around, unable to touch their pain points, and user loyalty was low. Now in the digital era, we feel that the imperceptible education and continuous incubation are better than the hard education.
Facing the impact of the big environment, most enterprises choose digital transformation as the solution. However, according to the data analysis results of Tencent advertising and Tencent marketing insight, the sugar wine food industry is faced with many pain points in the process of digital transformation, such as unclear marketing effect, lack of complete marketing link, unstable realization, lack of overall digital transformation scheme, and lack of digital marketing talents.
Trio of digital transformation of sugar, wine and food industry
Through direct marketing and direct marketing of kob, we can find that these small businesses can not be separated from the direct marketing of kob.
1. Accurate insight of private users to meet personalized consumption needs
Pictures from the Internet
There is also Ruixing coffee, which has been in the forefront of the storm recently. Since the suspension of trading in Nasdaq, people think that lucky coffee will fade out of public view. But no one thought that, not only did not close down, the community operation was still in full swing.
It is understood that lucky coffee has gathered more than 1.8 million private users in three months with the help of enterprise wechat, and the daily order volume is 3.5W +, of which more than 60% are active users. The 1 million 800 thousand users pull new drainage through public numbers, employees and members of their fans, add lucky happiness official account, guide users into groups through welfare, send coupons through small programs, recommend the nearest stores based on LBS, the process is simple, the discount rate and the distribution speed are popular, so that Rui Xing has gained new growth under adverse circumstances.
How to build the private domain traffic pool of enterprises? All channel drainage is the foundation, and the three-step principle of storage, cultivation and collection is the key.
1) Get through the contact points of all users, making it easier to pull new drainage
The first step is to build a data platform and store the flow through SCRM technology. Through all channels, we can get through the contact points of online and offline users, such as tmall, Jingdong, youzan, stores, wechat, etc. users will be drained to the private domain flow pool through universal membership, one thing, one code, and marketing kits, so as to form the private domain assets owned by brand owners, which can be reached free, at any time and many times. Then cooperate with marketing incentive activities, such as voting treasure, live broadcast, collecting words with courtesy, lucky draw and other interesting marketing activities to achieve new drainage.
One official account is the most widely used in the food and beverage industry, and products can be traced back to the liquor industry. Consumers can check authenticity and ease their consumption. In yogurt, tea and other industries, consumers can pay attention to public numbers by scanning code, participate in various games set by the brand side, and increase user stickiness through interaction.
The second step is to raise users, mainly for the brand of high customer price products, which is the key to enhance user loyalty. Enterprises can plan user paths, collect user data, complete user profiles, and label potential customers, interested users, and deep users through the SCRM platform. According to the interactive trajectory, enterprises can insight into users behavior preferences and points of interest, recommend the content, topics, products and preferential activities that they are interested in, and carry out refined operation.
Thats what Philip Kotler said that brands need to create wow moments for consumers, that is, finding the right people and telling the right stories.
3) Private domain traffic feeds the whole platform, realizing sustainability
2. Smart retail empowers small B end and develops sinking Market
Small programs, live broadcast, distribution and other online business capabilities are gradually integrated into the retail scene, and traditional retail has entered the era of smart retail. The digital capability of smart retail is a good weapon for brand development, sinking market and channel innovation. It can also help the sugar and wine industry communicate with dealers in a digital way and reduce dependence.
Its core is to empower small b-end customers such as channel merchants, stores, shopping guides, sinking market husband and wife stores, etc. through direct connection with small b-end, it breaks the link of layer by layer communication, provides personalized and warm service to consumers, and is committed to promoting the solution of online and offline integration. The biggest advantage of smart retail is to remove the middle, two-way reverse flow, and improve the management efficiency.
In addition to distributors, distributors and internal employees, smart retail also provides distribution capabilities to external consumers and members, making it possible for all employees to carry goods. Members can apply to become distributors at the e-commerce app end of the brand, and can promote products and stores in wechat group, friend circle, private message and other channels to earn commission.
3. Global data analysis accurately matches KOL to help liquor industry break the circle marketing
Liquor as an important category in the sugar wine food industry, with the younger and IP oriented user groups, liquor marketing has gradually begun to break the inherent thinking and spread in the way that young people like, in order to achieve product breakthrough, content breakthrough and circle breakthrough, and bring qualitative change effect.
Recently, as an old brand liquor, Tuopai has launched the xiaoxiaotuo brand online. Through the multi angle content output and exposure of KOL in different fields, Tuopai attracts consumers with younger thinking and realizes the peripheral assistance of brand communication.
Tuopai chose Guo jiu2, a post-90s caricaturist, to create articles for laughing at Tuopai to interpret young peoples understanding and impression of liquor. This wave of operation has aroused strong emotional resonance. It has successfully changed the image of liquor industry with weak emotional appeal and difficult to find emotional resonance with the post-90s generation.
How to find the right KOL for brand communication? This has become a headache for many brand owners. In the past, the price was quoted according to the number of fans of KOL, and the user profile of the whole KOL was decided according to some users. Therefore, a transaction started based on experience, and the report card was submitted with perfect exposure. However, as we all know, many KOLs will prepare enough water army brush data to make the final exposure more beautiful. For the transformation amount that the brand owner wants, it is also There is nothing we can do, let alone the conversion tracking and traceability of the back link.
But in the digital world, this problem will be solved easily. Based on the group wide database, it helps the brand owners accurately identify the fans portraits of KOL, analyzes the basic attributes, consumption behavior, content preference and city level of fans, matches the corresponding KOL with the corresponding label according to the product attributes of the brand owners, and tracks the KOLs publicity through the whole link, so that the exposure and conversion amount will be clear at a glance. Conclusion digitization is no longer a trend, but an inevitable choice. At the beginning of digitalization, most enterprises choose to wait and see, thinking that if they grasp the channel, they will seize the sales volume. However, in recent years, the rise of new consumer brands, such as Zhong Xuegao and Yuanqi forest, have captured the hearts of the post-90s generation in a short period of time. It is difficult for old brands to compete again to seize the minds of users. So digitization is not a long wait, but an immediate action. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
But in the digital world, this problem will be solved easily. Based on the group wide database, it helps the brand owners accurately identify the fans portraits of KOL, analyzes the basic attributes, consumption behavior, content preference and city level of fans, matches the corresponding KOL with the corresponding label according to the product attributes of the brand owners, and tracks the KOLs publicity through the whole link, so that the exposure and conversion amount will be clear at a glance.
Digitization is no longer a trend, but an inevitable choice. At the beginning of digitalization, most enterprises choose to wait and see, thinking that if they grasp the channel, they will seize the sales volume. However, in recent years, the rise of new consumer brands, such as Zhong Xuegao and Yuanqi forest, have captured the hearts of the post-90s generation in a short period of time. It is difficult for old brands to compete again to seize the minds of users.