In the Internet era, with the blessing of fission communication, in just a few years, Internet celebrity brands can reach heights that old brands can only reach for tens or even hundreds of years. However, after the explosion of these brands, they also died out quickly.
Why?
Flourish in routinesDecay at the low end
Many influencer brands or products are more formal than content, focusing more on marketing than on products, and more on operating traffic rather than business trust. This perception of "labeling" has affected the solidity of Internet celebrity brand consumers from the very beginning. People may "experience" on a whim, but the consumption stickiness is very low.
Flourish in commonalitydecay in characteristic
In today's extremely rich material life, often at a certain stage, there will be a type of product or brand that becomes popular in response to the needs of consumers. At this time, if any of these Internet celebrity brands can stand out in time and win consumers to look at them differently through excellent quality and unique "character", then it is often difficult to escape the end of being collectively eliminated.
Excited about trafficDecay in solidification
With the Internet as the medium, the possibility of a brand becoming "popular overnight" has greatly increased, and although the temporary surge in sales will bring "splashing wealth", it will inevitably make the brand "blind to Mount Tai". After "harvesting" a wave of traffic, many brands are unable to bring new surprises to consumers.
How to solve the problem?
1.Absorb competitive commonalities and clarify their own characteristics.
Whether it has a fixed consumer market is crucial to whether the Internet celebrity brand can become popular. Targeting consumer demand is the only way for Internet celebrity brands to achieve "breaking the circle". For example, the Internet celebrity beverage brand Yuanqi Forest focuses on a hearty drink without a "belly", which has quickly become a phenomenal brand in the beverage industry.
2.Keep up with the trend of the times and constantly optimize and innovate.
Innovation is the only way to develop a brand, consumer demand changes rapidly, only to keep up with consumer psychology, consumption hotspots, to achieve "preemptive", leading the trend, in order to continue to attract the attention of consumers.
3.Enhance the cost performance of the brand and build the competitiveness of all factors.
At a time when consumption concepts are becoming more and more rational, "selling expensive" does not make a brand be defined as high-end, but will "lose fans" countless times. Internet celebrity brands should learn to build competitiveness from all competitive factors such as brand, product, channel, vision, public relations, and crowd, and understand what consumers really want.
*: Shandong propaganda).