Then come down to Part 3, let me share with you, that is, when we launch a new category, how to use the new external environment to quickly occupy the minds of consumers, in fact, the objective form also talks about how to impress Mr. Wu is the consumer, in fact, there are different roles, ah, for us in fact, the early stage is very critical,
You have to go from product awareness to brand, such a process and such a delivery of consumers to team brand value is a very critical work, so how do you design from 0 1 in this new environment, in fact, I also share with you, is our simple approach in this process, in fact, it is very simple, the early stage is to test, after the end is the matching of people and goods, that is, the low concentration is high and the match is high, the efficiency of your communication, The efficiency of your funnel is highly optimized
This is a very important part of our early run, because there is a kind of efficiency. Low costIf the cost is very high in the early stage, it is very difficult for you to do it, and your low efficiency means that you are wrong, your product definition is wrong, your crowd is wrong, your channel is wrong, this is a fundamental, so we put it very simple in the early stage, after the test for a year and a half, we focused on e-commerce and new retail, we almost stopped offline, this is the channel we set later is the origin of the channel, this part of the group of people you are still young people, We are not dominated by physical stores, in addition to Freshippo, the so-called 37 is the early three into seventy, ** now is fifty percent, with the continuous development and evolution of the epidemic, we will see our consumers 37 upside down, seventy percent of the order, three percent to the scene, so we are actually planting grass and public relations in the early days, I believe that we may have a lot of people in the early days, or Hippopotamus, Jingdong Tmall, and consumers in Shanghai, Jingdong buys food, and one is to do testing earlier, That is, we chose the liquid oxidation plant in Chengdu, because it is Japanese-funded, and we chose this category that he has very strict requirements. Knowing the most demanding part to do verification, we call it to gain trust, but it is not the main place to sell goods, so at that time, the public relations family planted grass, in fact, the introduction of a new category, there is an industry, the financial ** is actually a focus on new categories, so more news, a lot of our crowd, in fact, not advertising, the second part is in Xiaohongshu's crowdfunding, because Xiaohongshu is a woman, this is our dot crowd, We said that the polka dot crowd is highly consistent with our uh spread crowd, and one of his high efficiency is, of course, also because of our ** crowd, me. We define it as a gold mother and a senior white-collar worker, because in fact, the more focused the crowd is, the better it is to find a job, and then you slowly expand with the growth of the brand, the communication tools, channel tools and crowd tools are such a process of step-by-step expansion, our first stage is actually to deliver the value of the category, which we think is a very important new category, so I need a stronger and more trusting endorsement, I don't need that much, I need the establishment of trust, and then in the later stage, when the trust is gradually established, In fact, you start to use a wide range of tools for wide distribution, you may not emphasize his professional endorsement, but emphasize and the broader spectrum of this information to reach this is that later to today, maybe we began to use Focus again, with this new trend to deal with a program, this is a stage is different, so I think the combination is not rigid, the essence behind him is that people pay more attention to the sense of release ritual, ah, we found such a person to match, so why that grass planting scene is very important, So your choice of tools is very consistent with this scenario of your product. I'll show you, this is a typical is planting grass under a small tree, its whole scene is a way to present a light, not a state of full familiarity, and then the picture must be a very beautiful state, that is, our group of people actually pay attention to the ritual sense of life, so we say that the selection of tools for the whole scene of it, it can be relatively consistent, and we are very concerned about its interactivity, which is what we have done a lot of bloggers who are in the same pace. To make some Chinese herbal medicines at different latitudes, then at that time, we also went to do some live broadcasts, but we do live broadcasts are different from many companies, we live broadcast two very important first, our live broadcast must not be for selling goods, this is not the first purpose, because we are a new category, so the purpose of using stars is actually to bring brands, so the first can not do **, so it will be more difficult to talk about, because many people are those who can bring goods, they are the first to say how many goods are sold, Then we're not like we want to give advertising money, we're actually drugs, it's the people who are drugs. Combine with my crowd, the second one, our delivery is to assist the channel, why is it the channel reason, this is one of our reasons, because in fact, these channels themselves are a large user group, Jingdong Hema is a big field, so the star we are looking for is not to bring a product to us to bring goods to ourselves, we are to bring goods to him, for example, we are in Dingdong Jingdong's anniversary, we make a category for him, we invite the star to**? Please go to Dingdong, we are all putting these resources into the channel to help the channel, and jointly plan its existing user group to experience new categories, and how to do it in the market is such a process, I think we also hear a lot of problems that are given to us in the exchange is live broadcast, I feel that live streaming is actually a very high cost part, so we think that if you go based on the direction of the brand, this is okay, I am only preliminary. In the past, it was not a very important choice for us, we were in the later stage, but when we had a strong asking price, we also went to our ** through some big anchors, we have to stick to our**, in fact, it is very important, I don't want you to sell so much, but we also want to use it to lead to achieve ** and trigger, which is a more important value, so I haven't used it is the star mother We chose this live broadcast, we don't look at how many goods he sells, he is first of all a starAnd why? He wants to eat this egg, which is one of our premises, so many celebrities will actually say during the live broadcast, ah, the yellow swan that our family eats, this is almost in the second half of 2020, a very major direction, so we have actually formed a very important emotion, in the market they all say that mom they are using this product, this is actually a very common state, and this is a fact, because the product can really impress him, I think it's very interesting.,It's just this one of yours.。 The work of communication, the work of sales and his whole and external emotionality, in fact, a one-time and one-time to form a process of multiple communication, so we have begun to come to a stage of mass communication today, and you may have noticed that the current group of consumers is beginning to evolve, that is, the early origin period, we were at the beginning of 2020.
It's not all self-kir, and then we use some social ** to do distribution more accurately, forming some of this origin of this group of people, and then we figured out our own product definition, and we also got some very clear one ah a feedback, then to the back is the beginning, in fact, when our channels began to expand, when we entered a broader channel, in fact, at that time, we actually began to expand some of the broader channels. From e-commerce to social e-commerce to the community group, we also began to do it, and then we probably reached a monthly income of more than 20 million, and it took more than ten months for us to run from scratch, in fact, we are a relatively expensive egg in the market relative to all eggs, I spent 18 years in the previous entrepreneurial process, and then when I went to search for a category to focus on a product, and even at that time we started the IPO, and then at that time the single product did not break through 2, 0 million. Then we used this product for more than ten months, and at that time, I felt that it should be able to be further amplified, such a number of technologies, we began to do another thing, we began to place focus and trendy advertising, we were about the second half of 2021 to try to select cities, I remember two cities to test, one in Beijing, one in Shenzhen, I use two different ways to do advertising, After this was done to the end of the second half of last year, we began to enlarge, so today we are basically covering 19 cities, we began to do different intensities of broad-spectrum delivery, but because of the business volume it runs very fast, we are almost two or three months old to the next level, and we rarely use the power of **, we rarely buy traffic to this day, in fact, he has arrived. Well, more than 60 million such a money, but there is also a reason for the past two years, that is, because with our rapid growth, there has always been such a point of view, that is, it is very important to maintain the security of the enterprise, so the fault tolerance should be improved, but at the same time, when you compete in a big battlefield, you have to control a risk, you go to create a category, others take away this category, this is very important, which is why we quickly entered this large and medium stage, In fact, there may be many companies that do not necessarily have this condition, that is because we are in the process of growth, so we have also done a good combination with the business for such a use of capital, which makes us from this photovoltaic to the public process, our pressure is not great, we maintain a relatively relaxed state, so today in fact, the whole company out of an industrial agricultural product field, to today has become the first in the high-end, And we've kept this level of safety very high, and that's largely with this rhythm. There are some relationships, there is actually one in this, that is, the previous exchange to share with you briefly, I said don't fall into the trap of traffic, we are consistent, we are saying that we must integrate product and sales, we must first do the brand, the brand is sold in front, after the war, it is useless to sell without a brand, no repurchase is not based on value to buy, you are very dangerous, you don't buy traffic and it's over, so we have always wanted to control the traffic, so we advertise very interesting, We will cut the advertising when we go to double 11618, because I don't want to go, at that time there is expensive I don't want to pursue this, we are a daily sales product, neither will work overtime is today you sell him under the next two he will not, so for us daily sales is very critical, so he wants to establish a daily brand you have to do a good job, and this is a very critical issue, you must go to see the account, you have to see the user's process, and then you have to look at the structure of your traffic in the free traffic, we look at the searchWe have always been very proud of our traffic**, and the brand word began to enter the top 5 on his direct search for the brand. The ranking comes in, that is, we bring traffic to the platform, I think this is a very critical issue that we are measuring, we still have to do the brand now, the whole idea is to do it with the idea of the brand, so you have to care about the repurchase, you have to care about the process, you have to care about the structure of the incoming traffic, and we hope that this structure will pay less and less, more and more free, this is a state of your health, but you can't say that you don't have it, you will still be vice-president, You're going to participate in some activities, you're going to participate in some co-creation, but we all want us to participate in these activities with a brand nature, not a simple traffic conversion, this is what I think is us, the feeling is very profound, we are too, it has always been like this, so I asked many people in the team, in fact, I asked us a thing, that is, how did this name come about, and I also share with you that our brand is called Yellow Swan.
In fact, it's a company with any brand, and it has a first problem that your name should be easy to remember, and I define this name as a good note. To what extent you can say it, you can write it, don't ask, for example, if I say three words yellow swan, and then I want to tell him that the yellow swan is the flying swan, if so, I think it's a very bad name, and you can write it when you say it, and it's also very important, he must have expressed his hand to a considerable extent. Familiarity and meaningless differences, no meaningful differences you can spread, your cognition is easy to form, so how to let consumers quickly remember that you are actually a brand, the first basis you will save a lot of costs for this communication, of course, we tell a story, is this Huang Liang The name is not to say that you can design it, there are more than 2,000 names in our district, Chinese entrepreneurs are too enthusiastic, only two names can register one of the yellow tones, and the other name I have forgotten, It seems to be very, very simple, I hesitated for a long time, do I want to use this name, I think this name will be remembered as soon as the name is said, because he is very familiar, yellow is a very familiar thing, the swan is a very familiar thing, so he is easy to remember, because once you are separated from the head, the familiar thing is easy to understand and easy to be remembered and spread a rare thing, you have to implant it in the mind is very complicated, so the second is that he has a contrast, that is, there is no yellow in this world, it is intentional to do it, As far as I can see, how can I have imperial food during the day, he said. The only problem is that the cold is not the egg that means that he has ambiguity will bring ambiguity, this is the only thought I had at the time, on the second day I decided to register, I said this is a very good name reason, and it is very simple, at that time I felt that I said that the astronomical building is good or bad Tmall, that is a good thing, Tianxing, it is a noble thing, so at that time we registered, because today is also quite interesting, sometimes there are indeed consumers who say, Hey, your swan eggs are the courier, little brother, I think this is a very good thing, and then of course the rest of the things are actually very familiar things, that is, the society at that time we were very early aware, we said that we must use color blocks, there must be an impact, because we want to do the terminal display, you have to recognize it from afar, you can't see the name to recognize, your only thing is the packaging itself, we call it the terminal, you want to make the terminal like a ** is a very important thing, So it is also necessary to have an impact color block to be large and the color can not be too much, blue, yellow In the early days, when we came out, many people said that it was not good-looking, blue and yellow matched, but after a long time, especially its impact is very strong, and then. It is the memory of the future transmission, so let consumers quickly establish, in fact, it is also us, it is very important what you will use, sound, vision, baby does not like to eat eggs, high flying rabbit h7n9. What are you talking about, I think that's also ah, you may be a consumer goods brand company, I don't think you can pay too much attention to it as important as you pay attention to the internal quality of your product.