Business is difficult to do in 2022, how to seize the opportunity to make money?

Many people say that business is difficult now. It's getting harder.

The environment changes rapidly, the consumption wind direction changes faster, and consumers' hearts are more difficult to understand.

It's really hard. Everybody's having a hard time. However, as a business consultant, my job is to study, explore and discover all kinds of new opportunities to help people find methods and answers.

Recently, I stayed at home behind closed doors and read many reports. Among them, there are some consumer products. After reading them, I have a very obvious feeling that new lifestyles such as housing economy, or lonely economy and lazy economy are emerging.

After the epidemic in 2020, it was particularly obvious. More and more people will shop at home.

In 2022, Tik Tok E-commerce and Arithmetic E-commerce Research Institute released the "Ten Trends Life Trend Report". According to the report, the top three new lifestyles are: high-quality parkour, street shooting ceiling and immersive homestay. The report survey data shows that:

42.2% Tik Tok users yearn for outdoor life, and they will choose to visit parks, camp, hike, climb mountains, surf and other recreational activities to relax themselves on weekends.

30.6% of users are keen to "punch in" shops among online celebrities. They will pay attention to popular attractions and street snacks and find the beauty of life.

27.4% of users like to stay at home on weekends, and will not go out if conditions permit.

These new lifestyles have brought new consumer demand, covering outdoor, travel, life, clothing, sports, secondary and other fields. For example, even for a small trip at home, you should choose the most suitable clothes to wear. There are clothes to wear at home.

More reports show that just the "home" lifestyle has produced many new consumption patterns.

For example, take-away, fresh home, and various on-site services; For example, watching live broadcasts and shopping with short videos; For example, cloud learning, cloud fitness, cloud office, family health, entertainment and so on.

With the change of lifestyle, the demand is also changing. After these consumption patterns, many new patterns are gradually inspired.

I like reading reports and chatting with real entrepreneurs, feeling their entrepreneurial stories and looking for Darwinists who are constantly evolving in the business world.

Recently, I interviewed three entrepreneurs, who had a keen insight into demand and then seized the opportunity to achieve contrarian growth.

Their story is very touching. Their pattern is particularly interesting. Today, I will share it with you.

/kloc-only did 1 things in 0/4 years.

From then on, life is spring.

The founder of the brand "Heidi's Garden", everyone called her Haima, saying that the garden was my first daughter, Heidi was the second and Lulu was the third.

/kloc-for 0/4 years, the hippocampus has only done one thing, that is, planting flowers. From a small flower shop in13.5m2 to a base with a total output of over 500mu (about 330,000m2). From offline to online. Then from searching for e-commerce to interested e-commerce. 14, the hippocampus has experienced too much.

Haima said, I carefully built Heidi's garden for eight years. Suddenly, it was rebuilt and demolished. So we made up our minds to build several bases scattered in Chengdu. The largest one, Shuangliu base, has 250 acres.

Then, in order to dream, I decided to open a library related to "flowers". I rented a piece of land of 2000 square meters, and wanted to turn it into Heidi's flagship garden, of which 200 square meters was used as a library and 400 square meters was used to sell flowers, hoping to support the whole garden and the free library by selling flowers.

In order to do this, I invested 6 million yuan at a time, which is close to 500,000 a year if the rent is included, and the labor cost and property management fee may exceed 6,543,800+0,000.

Huge investment, only to find out in the end that sometimes you can't sell a penny offline. In many cases, it only costs 100 a day, and the money for selling flowers is not even enough for the team's lunch every day.

The pressure on livelihood is increasing. What should we do?

No way, we can only change our thinking, find new needs, new people and open up new channels.

Can you tell me exactly how to do it? I asked the hippocampus.

Haima said that at the end of 20 19, I began to try to make short vibrato videos, but faced with new tools and new people, I was always at a loss. What kind of content should I do to impress people?

Later, I thought there should be two elements in the video. First, it is practical, telling everyone that it is not difficult to raise flowers, but it is simple; The second part is * * * love, which tells the process of caring and preserving plants, which is more important than flowering. In winter, you drag, pull leaves, compost, cover, protect plants and heal yourself with all your actions. This is the core of gardening. As for flowering, it is the inevitable result of spring.

In the Spring Festival of 2020, there was an epidemic at that time, so a video about the cultivation of precious roses in Longsha was sent. I didn't expect the effect to be particularly good after the release.

This nearly 5-minute video has been watched more than180,000 today, with 440,000 likes.

Encouraged, I began to try to be an e-commerce company in Tik Tok, selling goods live, making content and slowly teaching everyone how to grow flowers.

You can sell hundreds of dollars a day at first. Although a few hundred dollars is not much, it is much better than offline zero, which also makes me see hope.

Slowly stabilize and sell 1000 yuan a day. From the perspective of dozens of people, there are 100 live broadcast rooms, and then 1000 people are online.

One day when I sold 5000 yuan, I jumped with excitement. My husband Heidi's father immediately said, come on, let's go to dinner to celebrate.

New channels, new people, never thought that we could have the possibility of thousands of transactions every day, and thought it was great. This is a promising thing and worth doing.

So, I began to study how to really do it well. What exactly is everyone's demand? What is the meaning of plants to people?

Haima said, I have personal experience. In fact, in the past two years, I have been particularly anxious. Excessive investment, library losses, 200 employees have to eat, and the epidemic situation has made my huge livelihood pressure even greater. I also became particularly anxious and even depressed. At the hottest time last summer (202 1), I went to the emergency room. I've seen people pushed into the intensive care unit and never come out again.

I didn't see a psychiatrist, but how did I finally get over it?

I raised a plant called Zebra Alocasia on the windowsill of our bathroom, which can be understood as taro. It sends out a big leaf, and then I watch it in the bathroom every day. It is the first time to observe where the leaves come from, and then spread them out, slowly for many days, struggling to spread them out until they become leaves intertwined like sticks, and finally, spread them out into a large leaf.

Watching plants sprout and struggle to grow has brought me great healing and comfort. Life is too short to grow.

Lulu, my 7-year-old daughter at that time, said to me, why do you want to plant green plants? Because the process of plant growth is beautiful, so is germination. The beauty of germination is more beautiful than that of flowering.

From then on, life is spring. This is what plants bring me.

There is also a flower friend named Su Xin. She said that in August of 20021year, she accidentally brushed a video of a seahorse on Tik Tok, talking about Chinese rose. In the video of Haima, I felt Haima's love for flowers and children, and I could also learn the knowledge of flower cultivation, so I immediately paid attention to Haima and watched many of her videos in one breath.

I just want to decorate my house, and there is a big terrace on the roof. I don't know how to decorate it After watching the video, I was planted with grass and decided to plant terraces in the full moon season.

I bought the first pot and the second pot in the studio ... from scratch. Now the membership is gradually increasing.

(Before and after the renovation of Suxin's terrace garden)

Watching the buds emerge from the branches bit by bit, every tiny change is like the feedback of flowers. Watching them grow up, I feel that my life is beautiful and full, and my mood is relieved. I watch it at least twice a day, once in the morning and once in the evening. I can't get enough of it.

It was the video of hippocampus that moved me and influenced me, making me realize that it is not difficult to raise flowers, but the sense of healing and happiness brought by raising flowers is extremely powerful.

Another flower friend, Sister Hong, decided to redecorate the yard in March of 200212002, when Beijing was warming up. The flowers I raised before died because I was on a business trip all winter. It was also Ma Hai's video that brushed Tik Tok and was infected by Ma Hai's hearty laughter. She bought three or four hydrangeas on the first order.

Xiaohong found that the moment when the flowers were in full bloom was more enjoyable than the touch brought by the stunning bouquets. From the germination of each leaf, the bud grows slowly, turns into a drum, and develops a color, which makes her obsessed with the growth of life and the passage of time.

(Before and after the renovation of Sister Xiaohong's garden)

Ma Hai said that the greatest value of my short video content may not be to let users buy flowers and then transform their gardens, but that many people never thought they would like to grow flowers in their lives, because it is easy to know us from short videos and live broadcasts, and it is also easy to plant plants, thus starting her life journey with gardening and plants. Just like me.

The story of Ma Hai and Hua You moved me very much.

Before, you bought a bunch of flowers and put them in a vase. Maybe you can only watch them fade. Growing flowers can make people feel the power of life, it is a kind of spiritual comfort, it can accompany you, warm you, heal you and inspire love for life.

People's demand for plants, like animals, grows with the development of housing economy. Stay at home and need to be cured.

Haima told me that Heidi's garden has gradually accumulated more than 2 million users in Tik Tok e-commerce. Last year, the sales volume of this channel exceeded 10 million, and it is expected to exceed 30 million this year.

This is the opportunity brought by new demand and the growth brought by new channels.

Plant spring breeze and dye the sky.

The body has not moved, and the heart is far away.

Although there are more and more people in the house, the house belongs to the house, but my heart is free and I hope to go far away one day.

Liang Ming, the founder of "Bird New Wine", seized this demand and started a live broadcast of selling clothes in Tik Tok e-commerce.

I asked Manager Liang, Bird and New Wine. This name doesn't sound like a clothes seller. Why did you choose this name?

Mr. Liang said that in fact, Bird and Xinjiu are the latest brands of our company. Before that, I was a farmer.

20 1 1 I built Yiyuan Farm at the foot of Mogan Mountain. We raise cattle, chickens, ducks, vegetables, rice and tea gardens ourselves, and make the whole farm an ecological and organic agriculture.

Because of the genes of nature and aesthetic fashion, many young people are very happy when they arrive at the farm. That's great. Especially girls like to take pictures on the farm.

I began to imagine a demand scenario. What kind of clothes do they want to wear at this moment?

They are happy because they long for the slow life and freedom of nature. Therefore, freedom and beauty have become the core concept of my clothes, and my style is also developing in this direction.

So, what is the name of the brand?

My team and I will continue to imagine together, what is the most free? Birds in the air are free. What kind of things are beautiful? I am very happy when I harvest. The newly harvested rice can be turned into new wine. What else is there? When the couple get married, it is very festive, and the wine brewed by the couple has a particularly good meaning.

Thus, birds and new wine were born.

Later, we made four product series, planting spring breeze, focusing on weekends, shopping and party scenes; Dyeing the sky, daily work scenes; Going far away is a special series, with camping, travel, environmental protection and other themes; There is also a new wine, which is not selling clothes for the time being, but holding a farmhouse wedding for young people.

These inspirations are taken from farms and nature, and they all have a yearning for a better life when they are named.

Mr. Liang's names are particularly pleasant to listen to, such as planting spring breeze, dyeing the sky, going far away and brewing new wine. It is really "the body has not moved, and the heart is far away."

Watching the video again, those who yearn for the distance, those who stay at home but can't get out, are so excited.

So, how are the clothes selling? I asked manager Liang.

Mr. Liang said that the sales volume is quite good. We only started to contact Tik Tok e-commerce for live broadcast on March 8 this year. By the end of April, we have probably achieved over 65,438+065,438+0 million GMV (turnover).

In April, I just caught up with Tik Tok e-commerce's "B&B Shakes out a Better Life" activity and participated in B&B Fashion Week. I remember selling about 800 thousand, and selling 940 thousand on the new day of the weekend. The rising data makes us feel that this is a good start.

Thanks to the heat during the event, we not only operated the daily live broadcast room, planted grass with Daren's short video, but also conducted offline pop-up shop activities, combining camping and live broadcast. The sales of the entire live broadcast on that day were nearly 800,000.

Many friends left messages in the live broadcast room, saying, "I just saw this theme, and I was excited to think about it. The clothes are so suitable for camping." I hope the epidemic will end soon, and then I will put on beautiful clothes, fly kites and go camping together. Others said: "Life doesn't have much time to find poetry and distance, but you can find meaning in birds and new wine."

Mr. Liang said that this is the value of our brand.

That's true. The house wants to rush out like a bird, and there is no conflict with the desire for freedom. Even the longer you stay at home, the stronger your desire.

This desire is satisfied by "Bird New Wine", which has brand value and clothing products, combined with short video and live broadcast.

Everyone has a yearning for a better life. They want to have a picnic, go camping and travel. Even if they can't get out now, buy a suit first.

This kind of mood is satisfied.

A product

Is a solution.

In addition to spiritual food, poetry and distance, homebodies have to solve the most practical problems and fill their stomachs.

How can you stay at home and eat less?

Tintin's lazy vegetables, Tintin's fresh brand, the food company, took a fancy to the track of "prepared vegetables" a few years ago and began to lay out.

Precast dishes, in fact, have a long history and a wide range. For example, the clean vegetables cut in the supermarket can only be stored in the freezer for two or three days. This is called prepared dish, and self-heating hot pot is also a kind. There are also boxed ones, which are packed in packages and become dishes as long as they are heated once at home.

In the past two years, with the development of housing economy, it has become more and more popular and has become a track, or a fast-growing track.

According to the data of Ai Media Consulting, from 20 19 to 20021year, the scale of prefabricated vegetable market in China increased from 244.5 billion yuan to 345.9 billion yuan, with a compound annual growth rate of 18.94%. It is estimated that by 2026, the market scale of assembled vegetables in China will exceed one trillion yuan, reaching 1.07 trillion yuan.

The demand for prefabricated dishes is also well understood, and it is really just the need of the house.

So, what does the prefabricated disk satisfy?

Marc Lin Zhenghuan, a partner of Dingding Lazy Cuisine, said that we found a very important demand scenario, that is, "Ma Bao" cooked at home. What is the problem she is going to solve today?

She cooked a meal today, not for herself, but for the whole family. Do the old people at home like to eat? Do children like to eat? Then there is whether you and your husband like it or not.

Every day, she thinks about what to eat today. She wants her family to eat healthy and delicious food, so that she can taste the restaurant at home. She will think that her craft is enough.

Cooking is a high-frequency scene at home, and there is a high demand for prepared dishes in Ma Bao, so we position Ma Bao as the core population.

Simple dishes can be cooked by yourself. What kind of prepared dishes will they choose?

Finally, we developed several products. Such as fish with Chinese sauerkraut. This product sells the best, accounting for more than 50%, and can sell tens of millions every month.

Can you tell me how you did it? I asked mark.

Marc said, first of all, in order to solve the problem of whether the prepared dishes are fresh and safe, we overcame the problem of supply chain. For example, killing live fish now, from fishing live fish to slicing, to quick freezing in liquid nitrogen, can be completed within 3 hours. All kinds of packaging are processed in different factories. After the user places an order, it will be delivered by SF Express within 48 hours.

Can reach this speed, thanks to our accumulation of supply chain, pay attention to the ability of supply chain.

Then, we made a series of short video content. There are themes, such as "What is the husband greedy for?" "What is the baby licking?" There are also demonstrations that are particularly simple and convenient to operate.

Finally, the price should not be high, and 30 yuan is the best place.

In addition to Ma Bao, in fact, more and more otaku also have needs. Ordering takeout is good, convenient and delicious, but it is inevitable that some of them will gradually return to their own homes to cook.

Prefabricated dishes meet the needs of people who want to stay at home and make the taste of restaurants at home, which is convenient, fast and simple to operate.

Tintin lazy vegetables meet this demand.

Marc told me that from June 2020 to June 20021year, the monthly sales exceeded one million, and in September, it exceeded10 million, reaching nearly 20 million. 65438+ this year 10 month, more than 40 million. Among them, pickled fish sells the best, breaking 10 million in a single month; The second is streaky chicken, and the third is fruit and vegetable shrimp cake.

Sales soared. It seems that Ding Ding's lazy vegetables have indeed grasped the correct demand and achieved growth.

I asked Marc, why did you choose to do Tik Tok e-commerce? What do you think is the difference between selling products online and selling products in the form of live broadcast and short video on Tik Tok e-commerce?

Marc said that today, people's awareness of the category of "prefabricated dishes" is still relatively weak, so if they go online today, consumers will not take the initiative to buy, so it is difficult to run out in traditional retail or shelf-type e-commerce. A brand of pre-cooked dishes.

An offline supermarket and a promoter can only try to eat and drink in a fixed area. Even so, it can cover the people who entered the store on the same day, or those who may enter the store in the future, living around 10000 people.

And short video and live broadcast with goods, if your short video content is very good, it may reach 1 10,000 people, 1 10,000 people. It allows us to reach consumers on a large scale in a short time, stimulate their needs and finally complete the purchase. This is offline. It's unimaginable.

That's right. Marc's insight is particularly good. This is the value of interest in e-commerce.

We say that products are solutions.

Is the product to solve the user's problems or to meet the user's needs? When the user's needs are clear, how to solve them is also clear to everyone. At this time, we don't need to teach users, we just need to sell solutions.

But for a new category, such as prefabricated vegetables, consumers have not thought clearly, and may not know that they still have this demand. At this time, it is necessary to make the demand itself clear.

If the shelf e-commerce sells a solution, the interest e-commerce sells the demand before the solution and awakens the demand.

And interested in e-commerce, it is particularly easy to restore demand to the scene. Only by restoring to the scene can consumers be moved and then naturally accept your solution.

Therefore, the ability to make short video content is particularly important. Poke consumers directly in the form of video, arouse their interest and meet their needs.

last words

Heidi's garden. Birds and new wine. Ding Ding lazy vegetables.

Today, I will share with you the story of the growth of three brands against the trend.

They grasped the development trend of housing economy and found the real demand;

They seized the rising channel of interest e-commerce and used good content and products to meet this rising demand.

Therefore, they have achieved very good development.

We say that all opportunities begin with finding the demand.

Every product is a solution.

In the future, we must grasp the trend of housing enterprises and seize the opportunities of interested e-commerce.

Think carefully about what unmet needs are, then make good content and products, give solutions, find suitable channels, and create your own growth story.

Desire, growth.