The basic principle of judging marketing trends is to judge the direction of the social psychological state and the economic state, and according to the current prevailing market sentiment, 2024 can probably be summarized into the following 6 trends.
The more difficult the situation, the more people's hearts tend to return to the basics, the more eager they are to escape from the world, which is an instinctive choice, such as indulging in games, such as watching movies, watching short dramas, such as being alone and thinking.
Tea itself can provide the function of soothing the body and mind, and the immersion of drinking a cup of tea, as short as ten minutes, as long as one or two hours, is also a choice that provides a sense of escape and brings pleasure;
So it's a good choice to reinforce this emotional value in marketing. Whether it is a poster, a short **, or other forms, the main content revolves around this, which can bring good results.
Tea brand to pure consumer goods this road is irreversible, the decline of the gift market is also obvious to all, whether it is tobacco, alcohol and tea, this is a hard trend brought about by the economic environment and social development, tea gifts will exist for a long time, but it has been difficult to bring growth, a single gift market living conditions are also very harsh, we first talk about the mood of please, the second is to talk about the rational trend.
Now basically, there is no consumption in advance, and it is more difficult to increase leverage, so rational consumption is the general trend, but pure consumer goods do not mean that the cheaper the better, but the more stable the better. Try not to talk about ** in marketing, customers will be naturally screened, and it will be a better choice to start with quality and stability.
This seems to be a bit of a conflict with the first one, but in fact it is harmonious and unified, after all, people are social animals, and being alone is a short-term spiritual need, a rigid need in a specific environment, but the revival of social interaction is also a rigid need, especially accidental socialization;
Nowadays, people are becoming more and more homely, but if you establish a social environment within the brand from the perspective of the brand, such as through a special product, through the recognition of the product itself, and the establishment of social attributes, it is also a big breakthrough;
As for the form, you can use the tools of each platform itself, or you can build your own social tools, which is a good way to build brand stickiness and repeat purchases.
The opportunities in the sinking market here are not brought about by the downgrading of consumption, but by the return economy, that is, more and more young people, whether they are voluntarily or forced to resign, are also mixed up in big cities, and returning to their hometowns has become a trend;
Recently, there are no less than 10 people who have come to consult me to return to their hometowns to start their own businesses, so if the tea brand can target the sinking market and do the model of young people returning to their hometowns to start their own businesses, it should be a potential opportunity.
In the past, it was said that the economic value of male fans is not as good as pet consumption, but judging from this year's market data, men's self-pleasure consumption has been going uphill, which may be related to the upward trend of the single economy, and it may also be that capital is ready to harvest the last wave;
But this is indeed a trend, and it is a good choice to do emotional marketing to please men, and the proportion of male users in Xiaohongshu is also **.
The first 5 are all about the direction of marketing content, and the last one is about the marketing method.
Live broadcast can't escape, and it will still be the mainstream next year, but the live broadcast method of selling goods directly is no longer advisable, and the way of chatting and chatting with content will become the mainstream, turning the live broadcast room into a place for drinking tea and socializing, but the quality requirements for brand anchors will become higher and higher;
In the past, everyone needed to come to the store to drink tea and chat, but now it has become a fixed appointment to go to the live broadcast room to drink tea and chat together, after all, the consumption and purchase frequency of tea is relatively low, so daily chat is a link that tea sales can't avoid.
The other is streaming, now the streaming tools are becoming more and more accurate, and the traffic is also becoming saturated, and the streaming is already a must, so I won't say much here;
But there is a trend that you can pay attention to, that is, the market for small short dramas is very fanatical now, and the more the economy is sluggish, the more popular this kind of short drama that makes people temporarily avoid reality will become more popular, and it is estimated that it will be popular for a year or two, we can't shoot, but it doesn't mean that we can't do implantation, the advertising placement of small short dramas is still blank, you can pay attention to it, maybe it can have an unexpected effect.
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