There are more than 3,000 bottled water brands in the Chinese market, and well-known brands such as Baisui Mountain, Nongfu Spring, Wahaha, Cestbon and so on occupy 80% of the market, and the remaining other brands only account for 20% of the market. It is conceivable how difficult it is for new brands to break through in such a super red sea market. At the same time, it is extremely difficult to differentiate water colorless and odorless products, and water is something that is drunk into the human body, so consumers will naturally choose brands that they are familiar with, thereforeBottled water is one of the most difficult categories to create a new brand.
The mineral water market originating in China has been on the rise in recent years, so there will be a steady stream of new brands entering the market. However, they are all trapped in the value appeal of "water source, composition and substance", and the positioning is highly homogeneous, which makes it difficult to highlight the unique advantages of the brand and form an effective market segmentation.
Dalian Ricky Selenium Spring found Hongdao Jingbang hope to help it in the mineral water market brand from 0 to 1 construction, Hongdao Jingbang team in the project when feeling great pressure but full of motivation, after all, the more challenging the project can stimulate the team's desire to challenge, the following is the Hongdao Jingbang team using the brand upgrading system to Ricky Selenium Spring to draw a brand breakthrough.
1. Sort out the top-level strategy of the brand and set the direction of the brand breakthrough
Based on market analysis, consumer analysis and product analysis, from the perspective of strategic positioning, the Hongdao Jingbang team will explore the opportunities and entry points of Ricky Selenium Spring to seize the market, and transform them into the core competitiveness of occupying the market, occupying the consumer mind and locking the pain points of consumption.
As a newcomer to the mineral water market, Ricky Selenium Spring must create a brand segment that can be recognized at a glance and can be identified by listening, and must create a new blue ocean in the mineral water industry, and must not follow the old brand to do micro-innovation, only in this way can it make a difference.
The Hongdao Jingbang team believes that simply from the product thinking route (water source, water quality, efficacy), it is impossible to quickly deliver the brand and products to consumers (there are too many similar demands, and it is impossible to achieve effective differentiation and rapid prominence). MoreoverAt present, there are too many similar selenium-rich water and small molecule water, and consumer education is too flooded, resulting in lower and lower trust (which is fooled in the early stage and uneven in the market), which will cause excessive development costs, education costs and market risk costs in the early stage. Therefore, Hongdao Jingbang suggested that Ricky Selenium Spring should not do the concept of selenium, the concept of small molecule water, and the concept of functional water.
Outside the homogeneous mineral water market, how to find a new market space and how to jump out of the category limitations? Realize industry cross-border and brand upgrading?
According to the "Chinese Health Big Data", the proportion of white-collar workers with sub-health is 76%, and the proportion of chronic disease patients reaches 20%. As China enters the aging stage, there are more and more middle-aged and elderly people facing health problems. The most troubled by health, the most need to improve health from life, is the middle-aged, this group of people is on the rise, their health needs are also on the rise, we are facing a huge market, a growing market, and strong consumer demand!
Can this huge health market achieve a strong connection with water? Nutrition experts suggest that the quality of people's water today will determine their health in 10 years! 80% of chronic diseases are directly related to the lack of good water, and insufficient water will also accelerate the aging of the human body. Lack of water in the human body can also lead to fluid imbalance, increased blood concentration and lower pH value, which will directly affect the normal progress of metabolism and induce a variety of diseases. Drinking healthy water is the most convenient and effective way to maintain health.
Through analysis, we found that the core value of Ricky Selenium Spring is that it can drink water into cells, and injured cells love to drink water! In addition, there is another building point that cannot be ignored, that is, the health experiment exclusively conducted by Ricky Selenium Spring, and achieved good results - Ricky Selenium Spring, a legend of "seven-day transformation verified by 200 people". 200 people with sub-healthy constitution personally experimented, and there was a significant effect on the 7th, and those who insisted on drinking water every day showed obvious results after a week, which proved the effectiveness of the health effect of Ricky Selenium Spring.
As a result, the Hongdao Jingbang team determined that "healthy water" would be the direction of Ricky Selenium Spring's brand breakthrough, and once the direction was determined, many brand-related matters would be easily solved.
Second, the brand target market is upgraded, "three thousand weak water, only take one scoop of drink".
Healthy water" brand strategic direction determines that the mineral water of Ricky Selenium Spring cannot be oriented to the mass market, and it must be more expensive than ordinary products, otherwise it does not match the simple cognition of consumers, "what can healthy water be used for the same as ordinary water". Many times consumers judge the quality of products by **, often ** expensive is also a state of trust, after all, Chinese know that "you get what you pay for".
In the early stage, the mineral water of Ricky Selenium Spring was mainly sold by the community and membership model, and did not go into large circulation. It is aimed at the main group of 40+ middle-aged high-end people, it happens that 40+ middle-aged high-end people are very concerned about health and wellness, and the demand for this aspect even exceeds the demand for identity glory.
Hongdao Jingbang positions the strategic origin of Ricky Selenium Spring Mineral Water as "investing in healthy water". Divide the mineral water market into two, drinking water vs invest in healthy waterAmong them, Ricky Selenium Spring is synonymous with investing in healthy water, and quickly completes the value separation from similar products that are higher than the composition and above the water source, and this separation point is also based on the consumption value point at the marketing level. It directly points out the common problems of modern people: investing in real estate, investing in education, and investing in .........It's time to invest in health. Hongdao Jingbang also suggested that the model of membership marketing should be adopted in the early stage, because membership marketing is very integrated with the attributes of this group, which can better hit the inner needs of consumer groups in one fell swoop.
3. Rename "Qimiao Spring" to make the positioning of healthy water clear at a glance
The Hongdao Jingbang team believes that under the premise of clarifying the core value of the product, how we select and refine the focus of real brand effectiveness is the key, and the key to finding this key point is consumer thinking, and only the focus that conforms to consumer thinking is really useful.
In view of the basic requirements of brand uniqueness, we directly veto the value appeal direction of natural ingredients such as "selenium-rich" and "small molecule clusters" and precious water sources, so as to avoid unnecessary risks caused by homogeneous competition. The focus of Ricky Selenium Spring's "Seven Days of Transformation" is the most suitable and ideal, it is simple, effective, and easy to perceive. oneWater that will make you feel the wonderful changes in your body in a week (7 days)! What we convey directly to consumers is a promise, which is the value that consumers really want to buy: This value comes from the fact that we have passed the test cases of more than 200 consumers, and we really feel the magic charm that this bottle of water brings to the audience!
In response to the naming concept of "7 days", we give the naming scheme of "Seven Wonderful Springs".As the name suggests, it's wonderful! In terms of brand positioning,"Seven Wonders" points out the value effect of 7 days, and at the same time homonyms "wonderful", which further deepens the remarkable effect of mineral water and makes the brand value very focused. In terms of advertising communication, it is catchy, easy to spread and identify. At the same time, it can also be a creative starting point for marketing, such as the theme of the marketing campaign "No change in 7 days, direct refund!" ”
Fourth, the overall visual image of the brand has been upgraded, so that Qimiaoquan is in line with its own high-end positioning
In the early strategy, we have clarified the strategic positioning of the product: invest in healthy water, and at the same time refine a very good marketing point: 7 days to witness the wonderful effect, which determines the core elements of our design, and the high price of 7 yuan and the positioning of the 35+ target group determine the tone of our image.
Therefore, we need to complete it at the level of the overall brand visual image of Qimiaoquan: the sense of quality and value for the preference psychology of 35+ people; For the positioning of high-end water, it is different from the international sense and simplicity of most water in the market, as well as the key interpretation and expression of the core soul of the brand 7.
Glyph communication - with a more international temperament of the bold line font as the main body of the glyph, with outstanding neutral expression advantages and visual focus advantages;
Focus on communication - the logo also adopts the simplified form, with the glyph as the graphic, focusing the vision on the seven wonders themselves;
Conveying a sense of value - through the rounding of sharp corners and the form creativity of the spring character part, the vitality and dynamics of the brand are integrated into the international and simple visual experience.
In terms of bottle type, we use a bottle type that has high permeability and can highlight the sense of business and taste. And "7" is amplified as the core element. And designed a unified marketing materials, so that the core value of the brand can be better displayed.
Water is a highly profitable business, bottled water gross profit of about 60%, net profit of about 25%, the market size of the water industry has exceeded 200 billion yuan (according to Euromonitor statistics), since 2014 to maintain a rapid growth of more than 10% per year, far more than the growth rate of soft drinks in the same period of 4The growth rate is 5%, and the per capita consumption of packaged water is increasing year by year. With the improvement of national living standards and consumption upgrading, natural mineral water, which contains a large number of trace elements beneficial to the human body, has become a water category with a very rapid growth rate in recent years. This is also the reason why all kinds of capital have begun to compete for the layout of natural mineral water tracks in recent years. The road to brand growth of Qimiaoquan should be said to have just begun, and the road is long and long, but everything is possible.