Text: Internet Jianghu.
In the era of great changes in new traffic, new people, and new scenarios, entrepreneurs and investors firmly believe that every consumer product category is worth redoing.
Even if it is a formal innovation, it is enough to cause a wave of heated discussions.
For example, a while ago, Luckin and Moutai co-branded, overnight, from social platforms to offline scenes, the sauce latte became an artifact for us to continue the lives of workers. The report card posted by Luckin shows that the sales of the sauce-flavored latte exceeded 5.42 million cups on the first day, and the sales of the single product sold 100 million, setting a new record for single products.
As an obsession in the bones of the Chinese, the Chinese cannot live without the fragrance of the sauce, just as the West cannot live without Jerusalem. Whoever masters the traffic password of Sauce Xiang will hold the key to the explosive product.
Recently, in the store, I accidentally brushed a sauce-flavored condom, and it turned out that condoms can also play sauce-flavored tricks. All of a sudden, my occupational disease was committed, in line with the principle of breaking the casserole and asking to the end, today we will take a look at this sauce-flavored condom.
This article is mainly divided into two parts:
One: Is the sauce condom a gimmick or a deserved?
2: The condom track under the "three mountains": reverse thinking may become the way to break the game
Behind the far ahead: brand soft power and technological hard power
Tianyancha app shows that the double 11 brand belongs to Zhejiang Qixi Technology Co., Ltd. was established in 2016 and is located in Wenzhou City, Zhejiang Province, which is an enterprise mainly engaged in the retail industry, with 52 trademark information and 22 patent information of Zhejiang Qixi Technology.
Let's take a look at the product itself, the design concept, the very "national brand" - national style, national tide, national rhyme. Catering to the rise of domestic products in recent years, the operation team has a good grasp of the consumption wave.
Another surprise is the tin box packaging. Even big international brands, such as Durex, Okamoto are mostly packaged in cartons.
A good horse with a good saddle, the appearance design level, forced to be full:
1: Condom products, partial medical and health concept, the iron box feels more formal, after all, it is a new brand, the brand is not known to others, so the packaging is refined, in line with the aesthetics of young people, improving the satisfaction of the taste is conducive to enhancing the brand image, the user's careful thinking, the operation team is very subtle.
2: Double 11 is positioned as a mid-to-high-end brand, which is a light luxury product, with a forced packaging, and mid-to-high-end pricing is easier to land.
3: Specific to the practical functional level, the push-pull design is very easy to open the box and the amount of gg size design, the metal box packaging not only protects moisture-resistant, but also hard enough to do very good protection.
It can be seen that the series of products of Double 11 are armed to the teeth, and the granularity of the products is very fine, and no details are missed.
Specific to the internal product level, this 53° sauce fragrance item, the feeling after the experience is that it has a long aftertaste and continues to be fragrant. Friends who have drunk soy sauce wine know that the main aftertaste of soy sauce is endless, that is, a full burp, and the aftertaste is also a fragrance. Isn't this what consumers want when they use sex toys?
Although soy sauce wine and condoms are different products, both of them hit the soul directly, and both are the most primitive instincts of human beings.
In addition, the sauce fragrance represents alcohol, alcohol means disinfection, family planning products implant the concept of disinfection, the user's perception is health, hygiene, and reassurance, these perception points help to enhance the reputation of the product.
Another innovation that has to be mentioned is the 53 width. Because the overall height of young people is now improving, the corresponding size of the 52 width can no longer meet the needs of consumers, and the 53 width can better allow consumers to have a sense of substitution, more comfortable, comfortable, and more fit.
The third-rate brand sells products, the second-rate brand sells services, and the first-class brand sells standards. It is believed that the 53 width pioneered by Double 11 is expected to become an industry paradigm in the future, guiding more brands to improve their products and make products more suitable for consumers, especially those in the Z generation.
If the iron box, sauce fragrance, and 53 width are the innovations of the product model, then the water-soluble 6D hyaluronic acid is a typical technological innovation. The water-soluble 6D hyaluronic acid can bring lubrication between the body at the same time, but also achieve the effect of care, and the experience is very good Non-sticky hair no-wash, referred to as "the nobility of hyaluronic acid.""The first 6D hyaluronic acid in China***
With the rise of domestic products, 6D hyaluronic acid is a technological innovation that has broken the monopoly of foreign giants.
The above is the user experience of the new 53° sauce condom product level of Double 11, let's go back to the previous topic, on the shelves of international brands such as Durex and Okamoto, why did I choose to experience this sauce condom?
One is because of the channel, I have the opportunity to see, and the other is because of the sauce fragrance, to put it bluntly, it is marketing, and I can play.
A while ago, the sauce coffee swiped the screen, I experienced it, and I feel okay. After a few months, condoms can also make a sauce-flavored flower job, I definitely want to experience the experience, FMCG, in marketing, to be able to touch the user's G spot.
When I saw the sauce-flavored condom, it was first of all a curiosity, and the cost of trial and error was not high, so I bought it. In addition, there is the concept of social currency, there is a topic, there is a degree of discussion, no, I also write an article to act as a tap water.
Sex sports itself is an experience, if you want to experience different feelings, the sauce condom is also in line with the user's consumption scene, and the conversion path is smoother from seeing to ordering.
The condom track under the "three mountains": reverse thinking may become the way to break the game
As a marketing circle, I always paid attention to Durex's screen marketing case before, but this time I saw that the new brand was also so good at playing, or our domestic brand, it was quite a surprise, and I hope that more domestic brands can learn from it.
So, let's take this opportunity to extend to the industry level and talk about the condom track.
Condoms are typical giants monopolizing the track, and Durex, Okamoto, and Jieshibang have their own merits. Durex focuses on an "Internet celebrity physique", which was once synonymous with condoms, Okamoto focuses on super waves, hovering in his own private place, Jieshibang is simple and rude, and takes the ** battle mode.
For entrepreneurs in the condom track, these three are the three mountains of the industry, how should new entrants play?
First of all, it is definitely necessary to understand traffic, marketing, and young people.
When we look at sex toys, most consumers think of two main things, one is Durex, Durex's copywriting, marketing planning ability is a must.
For example, Durex's rainy night shoe cover marketing planning, as well as various hot spot copywriting. even once came out a lot of tap water copywriting to help Durex rub hot spots.
The other is Ma Jiajia's bubble no. Ten years ago, a post-90s student who had just graduated learned that beautiful women made sex toys, enough gimmicks, enough topicality, and then quickly became popular all over the country.
The condom itself has its own traffic and its own topic, so from a marketing point of view, the practitioners of this track are guarding the track of "traffic Jinshan", and marketers must be able to find the switch that triggers traffic, such as the sauce condom this time, and they will find the key.
Second, differentiation.
For example, the brands we mentioned above Double 11, iron box, 6D hyaluronic acid, 53 width, sauce fragrance, and blind box, these are all characteristics that the giants do not have, take the path of differentiation and redefine themselves. Avoid head-on collisions with giants, do fill in, and find blank labels.
The benefits of differentiation are obvious, first of all, you can delineate the target group, there are enough Chinese, the market is large enough, cut the subdivision group, segment the market, find brand fans, do focused operations, enough to live a very nourishing life.
Secondly, differentiation can avoid the first war, if you blindly follow the giants, the giants start the first war, then the first to become cannon fodder must be the follower brand.
Finally, from the perspective of the population, male consumer groups like to hunt for curiosities and try new things, and the differentiation of condoms is also easier to arouse the experience desire of the target group.
Of course, marketing and differentiation can attract new ones, and if you want to retain them, you rely on quality war.
Family planning supplies, which seem to be auxiliary products, are similar to the concept of ** toys, but the quality requirements are not low at all, and practitioners should consciously demand themselves in accordance with the standards of medical devices.
In terms of the use scenario of family planning products, if the quality is not too hard, it is not a chain, and compared with other use scenarios, it is easier to exacerbate the negative reputation of the brand. Family planning products are private and of poor quality, which can also cause related health problems.
Therefore, in the family planning supplies track, there is no difference between large and small companies in front of quality, and the requirements for quality should be strict.
Of course, doing a good job in quality is only 60 points, and if you want to exceed user expectations, you must rely on innovation and cross-border thinking, such as the 6D hyaluronic acid in the condom of Double 11, which is extremely cross-border in product thinking, and introduces beauty thinking.
Finally, there is the channel.
The author privately communicated with many entrepreneurs in the new consumption track, and many people's feelings are that to do a good job in new consumer brands, the core lies in excavating three new ——New people, new traffic, new channels.
In terms of new groups, tap the consumer groups of the Z generation and win over the early adopters.
In terms of new traffic, on the one hand, rely on marketing and creativity to make the brand into IP and establish its own private domain traffic poolOn the other hand, it is necessary to tap a public domain traffic pool such as a short ** platform.
At the level of new channels, seize the markets that the giants have not noticed, or the channels that the giants disdain to occupy, such as hotels and other scenarios, to make profits to channel providers and encroach on the market step by step.
Write at the end:
Finally, domestic products are on the rise, from imported household appliances in the past, and even to Japan to buy toilets, to today's domestic household appliances take off;In the field of automobiles, it is difficult to find a car from the price increase of joint venture cars in the past, to the current independent brands are killing all sides.
I sincerely wish that the entrepreneurs of the family planning products track will be outside the three mountains as soon as possible, so that our domestic brands can also have their own world.