Network celebrity slogan of target sprint

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The excitement of the new consumption track reached a new height in the first half of 20021. The investment and financing density is unprecedented, the network celebrity brand blowout, the "first share" competition is fierce, and the frequency of "rollover" is not low.

In the cotton era when cotton towels were sold, Ubras, which sells underwear, and Modern China Tea Shop, which sells milk tea, all tried to catch female consumers, but fell into eye-catching "creative" marketing advertisements because they were suspected of offending women.

The forest that promotes "zero sugar" actually contains sugar, and the small fresh stews that promote high-end products and healthy nutrition have been repeatedly questioned, and food and beverage brands have fallen on false propaganda.

The first POP MART in the blind box, the perfect diary of new beauty, the first milk tea, and Naixue's tea, which rushed to IPO, went on the market, and its share price fell all the way, and its market value continued to shrink.

Is it their destiny for new consumer brands to grow in doubt and move forward in "overturning"? The fundamental reason is that new consumer brands are copying a set of online celebrity styles in batches: three sets of marketing: category selection, story telling, high-end positioning and "anchor with goods +KOL planting grass+celebrity endorsement". However, the fierce and urgent online celebrity play, on the one hand, leads to the brand shortcomings exposed with the "rollover", on the other hand, it also makes consumers awake and no longer easy to be "routine".

At the same time, when new consumer brands enter the post-network celebrity era, problems such as low repurchase rate, high degree of homogeneity and great pressure on enterprise organization and management are gradually emerging. No matter whether they want to become online celebrities or become popular, everyone wants to find a feasible methodology in the pioneers who succeed or "fall".

Some people play scale wars, some people are obsessed with GMV sales, and some people imitate the concept of Yuan Qi Woods. The new consumption track driven by capital is still moving forward in the brand melee, and it seems difficult to cool down in the short term.

If the key word of the new consumer brand in 2020 is "network celebrity", then in the first half of 20021,the key word of the story of network celebrity will become "rollover".

Looking back on the "rollover accidents" of online celebrity brands in the past six months, we can find that most of the problems lie in marketing, among which the most controversial ones are false propaganda, suspected offending women and gender discrimination.

In the era of cotton, a brand of life care that became popular during the epidemic, a young woman was followed at night in an advertisement video of makeup remover wipes released in June+10 this year. When the stalker approached, the woman took out a cotton-aged wet towel to remove makeup and "changed her face", scaring off the stalker. This advertisement is alleged to be based on women's fear and is suspected of advocating the "original sin theory of Yan value". China Women's Daily commented that offended female consumers would not pay for insulting "creativity".

Not long after, the marketing copy of the new underwear brand Ubras involving gender topics also "overturned". A promotional copy written by Ubras and Li Dan, a talk show artist, wrote: Let women easily lie down and win the workplace equipment. This copy was accused of offending women, being "too malicious" and being suspected of violating the advertising law, because the advertising law stipulates that "advertising spokespersons shall not recommend or prove their unused goods or services".

Coincidentally, Modern China Tea Shop, an online celebrity tea brand from Changsha, was also scolded for objectifying women in February. The advertising slogan "There are many beautiful women coming to tea noodles to buy milk tea. If you happen to know someone, you can tell our friends in a low voice: "I picked up a basket" and "I want to be an official" on the tea bag packaging are both accused of taking "intelligence" as creativity, materializing and disrespecting women.

In order to create a selling point, the "concept card" was played, which led to the "rollover" incident suspected of false propaganda, which mostly appeared in food and beverage brands.

Then, an administrative penalty against Xiaoxiandun, a bird's nest brand of "Internet celebrity", was exposed, saying that the 10 indicators of ready-to-eat bird's nest raw materials, dried bird's nest content, commodity origin, food additives, etc. promoted by Xiaoxiandun in the product parameter interface were inconsistent with the real situation, which was deemed as false propaganda.

In June, a domestic high-end ice cream brand known as Hermes in China ice cream industry was also exposed to false propaganda and accused of charging consumers "IQ tax". The highest price of a single product was as high as 88 yuan, and the purchase price of scalpers was fired to 200 yuan's "network celebrity" Zhong, who was fined twice for publishing false advertisements on 20 19. For example, the ice cream claiming to use super red grapes is actually a bulk/first-class product; Promote ice cream with only Japanese Shiqian tea. In fact, it is made of fresh leaves of many varieties of tea trees, such as Jiukeng, Longjing and Shiqian. These are tantamount to directly tearing off the "high-end" domestic label of Zhong.

As a matter of fact, the food and beverage among the network celebrities who are branded with "concept" are often unable to get rid of the dispute over whether they belong to IQ tax because of their generally high prices and unrecognized efficacy, and there is a risk of "rollover" at any time. For example, last year, the global investment and financing amount of plant food, which was highly praised by capital, exceeded 8 billion yuan, and a large wave of new brands such as Zhou Ji, Unseeded, Green Monday, Zhou Zi Future and Heimei emerged, but the sales volume was never optimistic.

There are also some consumer brands that finally rushed to the IPO with the prospectus, but they were quickly beaten back by the market. POP MART, the "first stock of blind box", ushered in a sharp drop in its share price three months after its listing; Yixian e-commerce, the parent company of the perfect diary of "New Beauty", exposed excessive dependence on marketing in its first financial report after listing, and now its market value has shrunk seriously; The first share of Naixue tea in milk tea was broken on the first day of listing, and the valuation of up to HK$ 30 billion was questioned.

The high frequency of "rollover" in the marketing of new consumer brands is not unrelated to its consistent "network celebrity" style of play.

Warren Wang, a partner of Innolux Angel Fund, said that the online celebrity style of new consumer brands is mature enough to be copied in batches.

"Come up to choose a category. This category needs to avoid the head track that has been occupied by big brands, which is differentiated. At the same time, the category volume is not small, and the growth rate is fast; Then get through the supply chain and win the ODM foundry. Packaging should be very particular, and it is best to tell stories. Re-layout online traffic gameplay: Be sure to bring goods for live broadcast, preferably into the live broadcast room of the big anchor, and then put in the KOL information flow of each platform to rapidly expand the marketing scale. " Warren Wang concluded.

"Most of the consumer brands in online celebrities have a shallow foundation and few stories, but they need to rely on frequent exposure to maintain brand exposure. So they are naturally more eager and eager to capture hot topics. " Gao Jianfeng, the founding partner of Shanghai Bogai Consulting, made a financial analysis of opening pineapples.

However, it is difficult to grasp how to make proper use of hot spots to create exposure opportunities for brands. This has also led to the tendency of young brands to "roll over" when they "rub hot spots".

Take Ubras as an example. In its propaganda, you can often see words such as "express yourself", "be loyal to your heart" and "get rid of bondage", with the aim of conforming to the concept of self-awakening of the younger generation of women and winning users' goodwill conceptually. However, the social background of gender topic is complicated. Ubras's copy of "Women's Equipment for Easily Winning the Workplace" may be intended to emphasize that women can also stay comfortable in the workplace, but the multiple meanings of "lying down to win" in the context of the Internet have undoubtedly touched the minefield of many female users.

In Gao Jianfeng's view, the tolerance of domestic consumer groups and even the whole public opinion to brands is actually greater than that of Europe and America. "For example, some domestic brands are suspected of offending women and gender discrimination in marketing. Apologize and it will be over. It will sell well after a while. However, if in some European and American regions, this stain will continue to be resisted by some civil organizations. "

Ubras still sold more than 300 million GMV in 6 18 this year, ranking the TOP 1 in real-time sales of Tmall underwear brand. Zhong and Lin, who are accused of deceiving consumers because of false propaganda, are still on the sales list and frequently enter and leave the live broadcast room of the big anchor.

"Black history", including marketing "rollover", does not affect the "network celebrity" brand to continue to make money, but the brand image is undoubtedly damaged.

An insider believes that many brand marketing "overturned" or excessive marketing for the sake of eyeballs and eyeballs has led to out-of-control public opinion. But to some extent, marketing style also reflects the values of an enterprise team, founder and brand. "Frequent rollover is an overdraft brand credit line."

Judging from the past events, once the "rollover" causes public opinion disputes, the problems of "overpricing but mediocre products" and "positioning high-end but low-tech content" that have been criticized for a long time will be put on the table again.

The "high-end" that indirectly makes new consumer brands "roll over" is actually their inevitable choice.

Gao Jianfeng believes that on the one hand, high-end means high pricing and high gross profit margin. Facing investors, brands can tell more sexy stories; On the other hand, high-end brands create a status symbol for the target audience by separating consumers. "I can afford it, which shows that I am fashionable and I have certain economic strength."

Warren Wang told Pineapple Finance that the consumer brands of online celebrities promote GMV through a large number of subsidized sales and low-priced sales, and the low-margin products have poor premium ability, which can't impress investors and can't go offline. "offline terminals have to make money, and intermediate wholesalers have to make money. The pricing ratio does not exceed 3 times, and the business model simply does not work, such as consumer electronics with higher thresholds. "

However, today's consumers are tired of the online celebrity-style mass plagiarism mentioned above, and the brand shortcomings and product problems exposed by frequent "rollover" have also made some rational consumers start to think about whether positioning high-end products is worth asking exorbitant prices.

"The raw material cost, technology cost and supply chain cost of daily consumer goods are not high, and most of the money is spent on marketing. Like a perfect diary, I spent money comparable to international brands and bought an ordinary product. Are you helping the brand to be an online celebrity? " A consumer asked.

To put it bluntly, the online celebrity brands encouraged by capital have not yet established real brand value, but consumers are not so good at "cheating".

It is undeniable that the short-board effect of online celebrity brands has begun to appear.

"The online celebrity consumer brands in the head often adopt a single-point breakthrough strategy, such as relying on a product, relying on spokespersons and relying on the concept of names. At the same time, there will be obvious shortcomings in other aspects, which will definitely be exposed in the future. " Gao Jianfeng explained this problem with the "barrel theory".

In other words, the new consumer circuit has experienced the life cycle of network celebrities under the heating of capital, and then it has to face the cruel test after cooling.

Then, after entering the post-network celebrity era, what are the problems of new consumer brands?

Unsustainable freshness and low repurchase rate are the primary problems faced by most consumer brands of online celebrities.

Warren Wang pointed out that the brand spent a lot of money on marketing in the early stage in order to reduce the cost of repurchase, but now the situation of consumer goods repurchase is not ideal, which means that the logic originally set by investors and brands is not established. In his view, the reasons are very complicated, which may be that the technology is not advanced enough, the products are not perfect enough and the positioning is not accurate enough. It may also be that the repurchase rate of a certain category itself is not high.

What's more, under the protection of mature supply chain, few consumer brands can build barriers and moats by relying on technology, products and supply chain, which leads to the high homogeneity of consumer goods, easy to be copied, and the track "involution" is serious.

"As an early investment institution, when we invest in new consumption, we will definitely look at products and supply chains first, such as electronic consumer goods with higher thresholds, otherwise we will fall into vicious competition for capital, and we will spend more money than anyone else." Warren Wang said frankly.

Gao Jianfeng believes that in addition to the above problems, after the emerging online celebrity brands grow up, their entrepreneurial teams will certainly encounter organizational and management pressures that all enterprises need to face. "It's hard to say whether the decline of many online celebrity brands is due to the problem of basic management ability, or whether the online celebrity's style of play is not obvious."

When the disadvantages of online celebrities' playing methods are gradually revealed, some brands say that they don't want to be online celebrities, but they also want to sum up a set of popular methodologies from online celebrity brands.

"Now new consumers are superstitious about' impulsiveness'. They think that once GMV comes up, consumers will have trust and loyalty to the brand, and the future repurchase cost will be greatly reduced, so that they can dominate the category and then transform the private domain traffic." According to Warren Wang's financial analysis of pineapple, for most consumer goods, consumer platforms and consumer markets, this story template is difficult to fully understand.

The quick and effective play of online celebrities is another way that new consumer brands have to take or even get twice the result with half the effort.

In Warren Wang's view, Yuan Qi Forest is the most solid brand among network celebrities. It combines offline distribution with online marketing, constantly optimizes the model and forms self-consistency. "Many brands also want to copy the style of Yuan Qi Forest, especially the typical fast-moving consumer goods such as food and beverage, but it is difficult to copy them completely." Warren Wang explained that since the time window has passed, such bonus has been greatly diluted, and the capital does not support the brand slowdown.

The new consumer circuit is huge enough to be divided into finer categories, from network celebrities to Changhong. It is basically impossible to find a "one size fits all" methodology.

Many investors and analysts pointed out that in the new consumer circuit with low barriers to entry, technology and supply chain can't build a moat, if a brand wants to go from an online celebrity to Changhong, it must first achieve two effects: one is brand effect, and the other is scale effect.

Zhou Hua, a partner of Challenger Capital, explained the brand effect in an interview with the media: A brand can be measured by a standard, that is, whether it can provide a premium or not, and whether it can form intellectual property rights in the minds of consumers. "For example, when it comes to bubble water, you may think of a vibrant forest." He thinks this is cognition and brand.

Scale effect is to occupy the market. The greater the volume, the higher the valuation. The most typical case is the tea track. The head giants such as Xicha, Naixue Tea and Lele Tea are all fighting for speed and scale.

"For a new consumer brand, the only way is to copy yourself. Until the brand can truly achieve breakthroughs by products or complete the national layout scale, the demand for Internet traffic will decline. " Gao Jianfeng believes that this was the case with the dynamic forest of functional beverage brands at the beginning, and so is Manner, a newly emerging coffee brand.

In Warren Wang's view, the new category of consumer goods will remain active in the next year or two. "Overheating the track and blind investment will make many brands gradually die out. However, the track has entered a new stage of development, and the market has changed from short supply to oversupply. "People looking for goods" has become "goods looking for people". Consumers have absolute choice and dominance, and there will definitely be new brands that can meet the needs of consumers. Rise. "

* The title map is from vision china.