The dark horse is surging, the 2.0 era of new brand entrepreneurship

The dark horse is surging, the 2.0 era of new brand entrepreneurship

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With the end of the marathon-style “618”, the cutting-edge brands also handed in a report card for their 2021 “midterm exam”. 36 Krypton observed that the performance of many new and cutting-edge brands has maintained super-fast growth this year. At the same time, new “dark horses” are still emerging. Tmall announced that on June 1st, there will be The turnover of 755 new brands exceeded one million yuan.

The “new brand star-making movement” has gradually revealed its trend in 2019, and will reach a small climax in 2020. Brands such as Ubras, Wang Baobao, Huazhi, Bosie, Bingquan, and Kongka, which ran out from here, have not only won the attention and pursuit of capital, but have also entered all aspects of consumer life.

The “new consumption wave” jointly promoted by the three waves of new people, new traffic and new channels is still continuing. The time has come to 2021. When we talk about “new consumer brands”, what are we talking about?

01. Diversified trading scenarios

If you pay close attention to this year’s 618, you will definitely find that Douyin and Kuaishou have become forces that cannot be ignored. Behind this is the change in the entire e-commerce landscape. Before that, they had put forward the two concepts of “interest e-commerce” and “trust e-commerce” respectively.

According to the data report of the “Tik Tok 618 Good Things Festival” published by Douyin E-commerce, from May 25 to June 18, 223,000 local goodies were sold to the whole country through Tik Tok e-commerce. Douyin E-commerce Live Room The cumulative duration reached 28.52 million hours, the user interaction was active, and the live broadcast room had a total of 76.9 billion likes. In addition, according to official information released by Kuaishou, Kuaishou e-commerce GMV reached 381.2 billion in 2020, a significant increase of 539.5% year-on-year in 2019, and the average user repurchase rate increased from 45% in 2019 to 65% in 2020. The total amount of transactions in the first quarter of this year was 118.6 billion yuan, a year-on-year increase of 219.8%.

Consumers’ transaction scenarios are indeed becoming more diverse,For e-commerce brands, the link between conversion and transaction has also become more complicated. Using data to drive business growth has become the next important proposition.

At the same time, offline has also begun to become an indispensable variable.

For some categories, such as food and beverages, the “easy availability” in consumer purchases is very important. Therefore, it is a necessary way to reach a wider range of consumers through offline, and consumers are more interested in emerging brands. Favor and demand upgrades have also forced channels to grow and open their arms to more new brands. At the same time, the offline dividends brought by the “post-epidemic era” cannot be ignored, making offline a new consumer and entrepreneurial nugget. Market is also a variable that cannot be ignored in the wave of new consumer brands in 2021.

02. Demand is escalating, and small groups of people can also hold up the big market

An absolutely high-growth market is a “new category” born from new people and new demands. In contrast, it seems that it is more difficult to break through product innovation in the stock categories of giants, while in the new brand wave When a number of product-type brands have appeared in China, what opportunities do new entrants have?

“Fourth Consumer Era” mentioned a concept of “focus”:The original meaning is “divided masses”, and its background is the diversification of mass perceptual cognition, which is reflected in consumer behavior. Even the same needs, because of individual differentiation, will differentiate different solutions.

This is also a good answer to the above question. The needs of emerging consumers must be diversified and an escalating process, especially when the user’s demand for a certain category is awakened, as long as the market’s solutions are not complete, Perfect coverage of all people’s needs, small brands will grow up from this, this is the opportunity for new brands.

03. From the enclosing to the masses, new brands are vying to “break the circle”

“Internet play” is the “growth password” that countless new consumer brands have emerged in the past two years: relying on data-driven and user-driven Internet thinking, these brands have quickly won the product and traffic advantages of the consumer track. And then, the common question we all have to face is: where does it start from traffic and where does it go?

In the past, celebrity marketing has always been the exclusive weapon of established giants, but in this year, we have seen new brands invariably place the wrestling field on the keyword “star”.

According to incomplete statistics, in the first and second quarters of 2021, there will be 41 new consumer brands and 33 celebrity celebrities in endorsement cooperation. Not long ago, Lilu Xiu, who was just out of the creation camp, won the favor of Clarins and Luckin Coffee. It has also joined hands with new brands such as BUFX, Weika, and Lai Dao, and the fast fashion jewelry brand ACC Super Jewelry also officially announced Ouyang Nana as its spokesperson.

Behind the spokesperson, perhaps it is the new brands who want to move from “enclosure and self-advancement” to a positive or anxious mentality that is well-known to the public.

04. Flow: Opportunities and risks coexist

When the capital market first paid attention to the new consumer entrepreneurship boom, one of the backgrounds was the “disappearance of mobile Internet dividends”, which seemed to make people think that new consumer entrepreneurship was the other side of the “Internet”. But the fact is that it is precisely because of the development of the mobile Internet and the gradual improvement of online e-commerce infrastructure that new brands can use new traffic platforms to complete product reach to consumers. “Night Walk”, accumulate thin hair, Perfect Diary, and Huaxizi are just such perfect representatives.

What’s interesting is that the influx of new consumer brands has driven traffic platforms to become “water-senders”. From Tmall to Taobao live broadcasts to Douyin self-broadcasts, the giants continue to stir China’s e-commerce landscape. For the “post-wave” brands that dance on the wave, the continuous emergence of new variables in the online traffic pattern means that there are still unlimited opportunities hidden in them. Therefore, “broadcast brand”, “fast brand” and ” New concepts such as “shaking brand” and “fighting brand” have emerged one after another.

This year, we also found that various brands have started a “home run” in their own traffic gameplay: Xiaohongshu, Taobao live broadcast, Douyin self-broadcast, and private domains appear in all links of the brand commodity trading link. Each perform its own duties. The most direct reason behind this is the inevitable fact that “traffic costs are constantly increasing”. For brand newcomers, with the advent of the era of refined traffic operations, they have also entered Own 2.0 era.

On July 29, 36Kr “WISE2021x New Brand Innovation Trend Summit” will be held in Hangzhou,36氪 invited 30+ executives from well-known investment institutions, e-commerce platforms, brands and service providers to discuss the development and opportunities of New Brand 2.0.

From the perspective of inventory category and brand transformation, the slogan of the new brand diggers, “all consumer products are worth redoing”, is still valid, but as mentioned above, even if traffic platforms are striving to become new consumer brands It’s an indisputable fact that there are many people who enter the game, traffic dividends are gradually disappearing, and customer acquisition costs are gradually rising. However, opportunities and challenges coexist. After all, consumer demand upgrades and differentiation are still continuing, and new brands are in a complex network of consumption channels. There is still room for deep penetration in China, which is one of the reasons why we use “2.0” to define the current development cycle of new consumer brands.

So, what other trends and changes will the industry develop in the future? What challenges and opportunities will brands face in the ever-changing traffic pattern? How should new players take turns overtaking?

In response to these issues, 36Kr will share and discuss the “2.0 Era of New Brand Entrepreneurship” with guests from different fields from different perspectives.

Click on the link to sign up and receive the early bird benefits of the summit.


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