Text: Lyra Liu, Rachel He
*: foodaily daily food (id: foodaily).
New products are the lifeline of brand management. The success of new products is the key to leveraging the brand's business growth and continuing to build market awareness.
However, the risks and costs associated with launching a successful new product are often extremely high.
According to Kantar Worldpanel, 13% of the new products launched in the domestic FMCG market in the past three years reached 1 million Chinese urban households within the first year of launch, while only 28% of the new products are still alive in the market one year after launch.
* Reasons for failure: one is innovation, the market is complex and changeable, and the new products do not accurately grasp the needs and preferences of consumers; The second is that the marketing and channel environment is fragmented and changing, and the launch of new products has no volume and no social discussion.
It is precisely because of the "difficulty" of new products to break through that the overall consideration of brands when launching new products is particularly important, and foodaily observes that digital ecological platforms such as Douyin are becoming an important incision for brands to launch new marketing models.
For example, Douyin e-commerce launched Douyin ** super new product IP for new scenarios on the brandWith the help of a large number of new product susceptible crowd traffic, short grass planting, talent delivery, node planning and digital tools, etc., a set of regular new product marketing breakthrough methods have been formed to help brands solve the problem of no traffic, no sound and no sales for the first launch of new products.
Foodaily noted that many leading food and beverage brands such as Starbucks, Coca-Cola, Stinky Treasure, and Lian Coffee have achieved breakthrough increments in new product marketing through this link.
How do they achieve this? What are the specific marketing strategies and links behind the new products? Let's have a ** after all.
The circle crowd creates scenes to refine the selling point,
Let the new product become a hot social topic
In the fierce competition in the industry, the frequency of new food products has exploded, and a large number of uncertainties are filled with all aspects of new product marketing. Against such a background,If a new product wants to survive in a rapidly changing market, it needs the blessing of traffic and topics to enter the consumer's field of vision faster.
Popular products can become the focus of the network, and the most important thing is to ownUnique selling points and charactersIt is also one of the indispensable strategies of brands in today's market competition, relying on productsSocial attributesAble to subtly spark a conversation. For new products that already have their own meme genes, Douyin's short ** content and talent ecology are naturally conducive to hot spot stimulation and amplification.
On the other hand, for new products that need to be further explored for selling points,As an integrated ecology of the content field and the shelf field, Douyin** is convenient for users to consume scenarios based on their interest in content, and the platform's data** and content-based scene capabilities also provide a strong boost for brands to reach new circles of people and find explosive points.
The advantages of content e-commerce are:Identifying, leading, and creating consumption scenarios。When users search for "tea" on Douyin**, what comes out is not a row of shelves, but why do you need to drink in the office scene**content, this kind of product content that matches the scene, helps users further perceive the value of the product, and also becomes a powerful entry point for brands to impress users.
Especially when the brand launches new products across categories, it is important to locate the accurate group of people, and have effective insights into the latest consumer behavior of users, so as to refine the truly effective marketing language that can move people.
Taking Starbucks' strategic new product "Star Tea Drink" as an example, as a brand with coffee as the main line, the brand's primary consideration is what are the differences in the portraits of target consumer groups from coffee to fruit tea. How much overlap is there? How are their lifestyles and consumption behaviors changing? How to make old coffee drinkers try tea too?
With the help of the compass data service provided by the Douyin** Super New Product Program, Starbucks was able to achieve the precise positioning of new products as "chasing new people", and combined with tools such as compass strategy and new product accelerator, it conducted in-depth insights into the needs and lifestyles of coffee and tea drinkers, and finally refined the marketing scenario of "morning and afternoon T".
Anchoring the exquisite workplace lifestyle of migrant workers, a cup of coffee in the morning to replenish energy, and a cup of fruit tea to relax at noon, such a scene accurately captures the itch of petty bourgeois young people and stimulates their lifestyle imagination. Under the dissemination of the precision talent matrix, the marketing topic of "Enjoy Starbucks Morning C Afternoon T" has received more than 6 million ** times.
Douyin e-commerce.
Not only to attract traffic attention, after the hot topic detonated, brands need to flexibly use search optimization, value-added channel purchase activities to smoothly undertake and convert user curiosity and needs, to help brands convert traffic into grass retention, taking Moutai chocolate as an example, after three waves of continuous out of the circle, the GMV of new product search increased by 383% month-on-month, and the post-view search increased by 450% month-on-month.
The new experience creates a gimmick to strengthen the selling point,
Quickly attract new users and accumulate interested groups
In the market, new concept products are often too advanced to be quickly perceived by consumers. Therefore,Establishing a gimmick for a new concept product through novel experience design has become a key part of the brand's new concept promotion.
Benchmarking the new product launch conference of a technology company, each new product needs detailed parameter decoding, and with the shocking large screen effect, users can understand what dimensions of breakthroughs this new product has achieved with a more physical feeling.
In the field of food and beverage, this form of press conference inviting consumers to watch together is also gradually being applied by brands to new product marketing methods. Weilong's "conspicuous bag" press conference, and the "clucking" press conference of hometown chicken, allWith topical content and novel experience, users can efficiently perceive the selling point of the product and the brand's personality, and quickly break the circle and attract new customers for the brand.
In recent years, AI technology has become a hot concept in the industry, and many businesses have applied AI technology to product design and promotion. However, it is often difficult for these products to directly impress consumers when they are actually sold, because consumers have difficulty understanding and accepting these new concepts.
What does Coca-Cola do? This year, Coca-Cola released the next 3000 years of Coke soda created by using AI technology, in order to let young users better feel the sense of science and technology of this new product, Coca-Cola with the help of Douyin ** super new products, created a huge live broadcast conference.
With the help of the platformRich content field, short **, mini program interaction, creative live broadcast room, etc, Douyin** super new productIntegrate these resource packages to become a touchpoint for brands to create unique content experiences, help new product promotion, create gimmicks and momentum, and attract the attention of new people.
It is precisely by taking advantage of this that Coca-Cola has designed a series of creative content that meets the preferences of young people based on the future attributes of the product and uses services such as Doudian, creative content, and AI tools. This not only concretizes the concept of the future, but also breaks the limitations of traditional live broadcastingCreated a futuristic shopping experience that is informative, creative and sci-fi.
In addition, the live broadcast room also uses AICG technology and AR special effects technology to allow actor Zhang Xincheng to become a future imagination ambassador to "teleport" to interact with the audience, and cooperate with a series of brain-opening interactive gameplay and reward mechanisms to stimulate the resonance of consumers and products.
Douyin e-commerce.
This is a unique and innovative content creation and promotion strategyIt not only maximizes the form of new product promotion, but also maximizes the value of celebrities, greatly increases the interest and interactivity of the live broadcast room, and brings consumers an upgraded immersive shopping experience and brand experienceThis approach is not only in line with the preferences of the new generation of consumers, but also makes the brand attract great attention on Generation Z social **, with a total of more than 1 million likes and interactions in the brand's live broadcast room.
At the same time, with the help of Douyin's ** super new products, Coca-Cola also cleverly used the "search after watching" mechanism to guide users to complete the steps of "search-transaction"; And in the store and the first time to do a good job in the optimization of product card information and review maintenance, to ensure that the new products remain in the best state, to help the sales continue to grow. In the end, this new product won the market performance of the TOP1 in the live broadcast beverage list.
Efficiently undertake hotspot traffic
Take advantage of the value of planting grass brands and product scenarios
At present, taking advantage of social hotspots has become one of the main trends in brand marketing. However, the most important test of this marketing method is "timeliness". It is not only necessary to quickly position new products and skillfully transform social sentiment into high-quality content, but also to effectively convert short-term traffic into retention to achieve a rapid breakthrough of new products.
In this context, Douyin's super new products provide a full-link boost for brandsThrough scientific business methods, the new product information will be quickly transmitted to potential consumers through batch experts, accelerate the penetration of new products and markets, and complete high-efficiency transformation in a short time.
For example, this summer, with the help of the east wind of the Asian Games, Stinky Bao launched the People's Sports IP co-branded popping soup with large pieces of bean curd and snail noodles, and the co-branded packaging used the typesetting style of the People's Sports Newspaper, and incorporated 3 elements of sports hot events into the packaging design to pay tribute to the highlight sports moments.
Stinky Treasure.
Novel packaging, IP coupling hot spots, snail powder products that accurately match the needs of watching TV scenes, and the superposition of three factors, so that this new product can quickly reach in-depth cooperation with 3500+ talents on the whole network with the support of Douyin** super new product IP, and realize the sound volume effect of covering multiple circles and multi-portrait matrix talents through short**, live broadcast and other channels.
Stinky treasure did not miss this wave of field-wide popularity, and quickly linked to shelf scenarios such as active search and post-search search, and obtained 353.1 billion + post-view search**,Conduct the potential energy of the content to the shelf, realize the "integration of planting and pulling", and complete the transformation of global marketing. Finally, the brand also launched the best value-added shopping activity, allowing users to experience the value from social events - life emotions - to heart-to-heart price ratio.
Under the IP marketing link of Douyin's super new products, Stinky Bao's new products have achieved 6 million+ trading volume and 20 million+ communication volume, realizing the short-term rapid outbreak of hot spots.
Small steps run fast and long-term operation,
Use data to find the optimal solution for each link
In the whole chain of e-commerce new product marketing, successful growth is often hidden in the nuanced details, and the grasp of these details often relies on accurate data-driven.
Through the collection and analysis of full-link data, the Super New Product Program provides effective assistance for the brand's new product marketing, from consumer insight, to marketing review, to the evaluation of conversion effect, which can be accurately understood through data. Open industry data, customized labels & crowds, and data ISV services play a key role in this process.
Foodaily learned that brands that continue to steadily acquire and grow customers with the help of Douyin e-commerce super new product IP all make full use of the full-link marketing strategy and rich content tools of intelligent data to promote and review daily products and new products, and quickly iterate and adjust their operation strategies.
Taking Lian Coffee, which has grown well on Douyin e-commerce, as an example, from the new product iteration, the brand relies on the direct feedback brought by the data to passGain in-depth insights into the consumption habits and behaviors of usersIn response to the hoarding needs of heavy coffee lovers, we have launched a 100-piece espresso hoarding box and a 50-piece daily fresh brew multi-flavor mixed pack, which meets the hoarding needs of heavy coffee lovers in terms of specifications and tastes.
Douyin e-commerce.
In addition, with the help of the platform's rich content creative tools, Lian Coffee has carefully designed the theme creative content such as the "Office Daily" series, so that good content can help plant grass in depth. At the same time, it is delivered to consumers through tools such as global advertising and content promotion, expanding the quality of high-quality content, enhancing brand awareness, and then expanding the number of interested users. At the same time, through the comprehensive data provided by the Douyin e-commerce compass strategy, the content of the live broadcast room, short ** content, and promotion activities are repeatedly optimized and adjusted.
In order to spread the brand's content to new users faster, even coffeeThrough tools such as content hot-selling and content services, we can expand the quality of high-quality content and enhance brand awareness. In addition, the brand is also subtlyWith the help of platform activities such as new product traffic support programs, increase product qualityOn the day of pre-sale, the GMV exceeded 2 million. At the same time, alsoThrough the comprehensive data provided by the Douyin e-commerce compass strategy, the content of the live broadcast room, short ** content, and promotion activities are repeatedly optimized and adjusted.
As Lian Coffee said, Douyin e-commerce uses "data field" to connect "people", "content field" and "shelf field", which has brought them a change from "operation thinking" to "brand thinking", and the platform data and content resources have not only helped Lian Coffee achieve scale growth, but also opened up more possibilities.
In Douyin e-commerce,
How much room for new product marketing imagination is there?
Whether it is a strategic new product that an enterprise explores new categories and new fields, or a new event that combines hot spots, or a micro-innovation and iteration of large single products, whether it is an international giant, a local head, or a cutting-edge brand, more and more food brands of different types and needs choose Douyin e-commerce as the first platform for new releases.
One question is: why Douyin e-commerce?
First of all, the Douyin ecosystem gathers up to 600 million daily active users, surrounded by rich short** and content touchpoints, they are natural new product susceptible people, and they are high-potential users that brands cannot miss.
Secondly,Douyin** has launched a targeted super new product marketing IP for the complete link of new scenarios on the brand, which can effectively allow brands to efficiently leverage and solve a series of pain points from new product release to growth and explosion. With the help of the scientific formula of "Douyin e-commerce new products in four steps", we help merchants optimize all aspects of the new product marketing chain, so that merchants can be relatively sure of their new results.
On the one hand, Douyin e-commerce super new product marketing IP takes the six major directions of new categories, new technologies, new designs, new ingredients, new flavors, and new packaging as the selection criteriaThrough multi-dimensional criteria, new products with explosive potential are screened to improve the certainty of explosive products, and at the same time, to improve the evidence-based reference index for brand promotion.
On the other hand, with the help of the platform compass strategy, analyze the crowd portrait, content preference, and purchase characteristics, accurately locate the target audience, based on the needs and interests of "people", improve the accuracy of product coverage, break the barriers when young people buy new products with strict selection standards and interest content, and accurately convey the selling points, advantages and uses of "goods" to the target group, and then amplify the potential energy of new products and stimulate new trends.
Finally, Douyin e-commerce super new product marketing IP helps brands to open up people, goods and yards through the support from content field to shelf field covering the whole life cycle of new productsFrom the new to the transformation, from the content field to the shelf field, the silky connection completes the whole link of the entire new product from sales to sales.
In other words, brand renewal is not "luck", but there are rules and methods to follow, which is the certainty that Douyin e-commerce wants to convey to the brand with the help of super new product IP.
New product launch is an important marketing event for the brand is also an important exam question every year, new marketing methods are also constantly evolving and iterating, how to flexibly use the power of platforms and tools, so that new products play their due value, is something that every brand needs to think about, in any case, it is expected that more and more brands can find a certain cut and path to achieve growth.