has been ebbing and flowing. After experiencing a spiral development process from channel to marketing, and then to brand as king, China's consumer market has come to today with hot products as a new growth engine. How should we view explosive products? For the sake of traffic, the definition of popular products in the past often focuses on large-scale exposure or viral fission, which guides the brand's methodology for creating popular products into a launch competition.
In fact, based on the data analysis of nearly 10,000 consumer product test cases in Ipsos, the driving force that determines the degree of consumer preference for a product mainly comes from product strength, including R correlation – whether the product meets the demand”, D difference – Factors such as whether products are differentiated and truly drive consumers' consumption behavior and purchasing decisions, so hot products that lack product power are incompetent.
At the same time, in marketing, content platforms are increasingly carrying consumers A lot of free time and interest. Consumers often develop new consumer interests or change their original intentions because of a good review or a good story. Content platforms have shown great marketing in terms of influencing cognition, arousing interest, and stimulating demand. Value. Among them, Douyin , which has a huge content creation ecosystem, native topic atmosphere and interest content recommendations, has become a key position to drive the growth of hot products.
Ipsos and huge amount of arithmetic and arithmetic e-commerce research institute, In the process of disassembling consumer consumption decision-making, 17 different indicators belonging to "product strength" and "marketing strength". Taking the oral care track that has continued to emerge in recent years as the entry point, the "2022 Douyin Oral Care Industry" will be launched. "The Decoding Report of the Hot Products" is a successful model for the first time from the category level to the single product level, observing the performance of the hot product, and decoding the successful model of the hot product.
On the one hand, this report shows the appearance of the new consumer market of the outgoing oral hot products list in the Douyin platform through the list of hot products, and on the other hand, it also provides a vane for merchants and platforms to create hot products under the track.
Source: Juliang
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