Grasp the trend of the healthy market and deepen the lychee healthy beverage category
The current market economy , health is a global trend and the mainstream value orientation of the Chinese consumer group. In the "2020 China MONITOR First Quarter Insight Report" released by Kantar, in the minds of Chinese consumers, "Health: Maintaining comprehensive physical and mental health" is ranked first.
sugar reduction is a specific manifestation of consumers' health needs. With the popularity of concepts such as " sugar-free " and "organic", healthy products with "nutritional addition" + "sugar-free sugar-free" are increasingly trusted and favored by consumers. Fear of getting sick and getting fat are the anxiety of young people today. They not only pursue self-discipline in life to change the status quo, but also pursue health in diet. Under this consumption demand orientation, sugar-free, low-sugar food undoubtedly has huge room for development in the future.
2021 Due to the pandemic, people pay more attention to health. According to the analysis of annual consumption trends, we found that in the future, the flavor trend of beverage consumption will mainly focus on three directions. First of all, health is the most concerned issue for consumers. As people's health awareness increases, it has also had a chain reaction to taste. Major brands have gradually pursued fruits with a natural health halo to improve taste. Secondly, reducing sugar intake has become the main trend at present, which has also prompted people to shift from sweet and greasy beverages to delicious beverages; finally, the increasing attention to emotional health has prompted beverage brands to look back on the past and look forward to the future, explore the brand's cultural value, and lead consumers on a taste cultural journey.
Looking back at the market, we will find that sugar-free and low-sugar products are becoming more and more abundant, whether it is desserts such as ice cream, chocolate, cake, or meal replacement functional foods, and even traditional meat products are "reducing sugar". More and more brands are starting to take the route of healthy sugar reduction, such as Yuanqi Forest zero sugar zero card series drinks, sugar-free Coca-Cola and Sprite, sugar-free herbal herbal tea Wanglaoji , etc. Based on an in-depth understanding of the market and the current development status of the beverage industry, Zhenzhen finally chose to formulate a top-level design strategy for healthy lychee drinks.
finds the trend of the times and locates the national trend category track
In the 2020 " Fortune " top 500 list released in August this year, as many as 133 Chinese companies in China are on the list, and the number of shortlisted exceeded that of the United States for the first time. In the Fortune China Top 500 list of the same year, there were 68 major consumer companies on the list, and the overall development pace of the industry was steady. This also shows that the rise of Chinese companies has brought about the trend and track of the rise of national trends. From Perfect Diary , Huaxizi, to Heytea , Yuanqi Forest, Bosideng , Feihe Milk Powder, the wave of domestic consumption continues to heat up. The Z generation , born with the rapid growth of China's economy, is not only instinctively patriotic, but also supports unprecedented national confidence. They grew up in the information age, they are confident in domestic products, and they are proud of national strength. If the post-80s buy domestic products because of cost-effectiveness, then the Z era buys domestic products because of their pride in the nation and recognition of domestic products.
According to Tencent statistics, the annual compound growth rate of domestic brands in recent years is about 33%, and orders from the post-00s and post-90s account for half of the market, which shows that China's "new generation" population will be the core driving force for consumption growth in the future. For young consumer groups, their consumption of products has transformed from simple functional consumption to content demand and spiritual experience. Establishing new links with consumers has become a core of grasping consumers, and establishing emotional links with young consumers has become the key to brand becoming popular. Those who win young people will win the world. Those who can succeed in the next decade must be the first brand to deploy the young people's market.
Based on this, Zhenzhen launched a classic hot product portfolio, aiming to meet the trend of consumption upgrading and young people pursuing convenience and speed. At the same time, create Zhenzhen's exclusive IP: Zhen Xiaoli.With the exclusive IP Zhen Xiaoli image of a unique IP that is naturally talented but unaware of it, naturally loves tradition and freedom, is naturally cute, cute, independent, and is naturally interested in socializing, to convey the brand cultural concept of young people to consumers. While integrating brand output and focusing the brand's attention, it has gained attention and recognition from mainstream young consumer groups.
precise brand positioning, creating a classic lychee drink image through multiple channels
The logic of domestic brands becoming popular is basically similar, and they all achieve brand promotion through selecting segmented tracks, shaping brand differentiation and eye-catching marketing methods. Based on the rise of the national trend, every champion in the sub-category actually represents the formation of a new mental entrance and the establishment of a new brand potential. Zhenzhen decided to deepen the litchi health beverage category, dig inwardly and take into account external and internal inheritance, and become an industry leader in the litchi beverage category.
In terms of brand positioning, without accurate positioning, there will be no strong brand. The key to building a brand is to create new categories and form differentiated cognition. The Zhenzhen brand has accumulated brand assets, and what needs to be done is to explore the exclusive advantages of the company based on the market and form a brand moat. The advantage of the Zhenzhen brand is that it is one of the earliest companies in China to make lychee soda. It has 30 years of brand accumulation and is a leading representative of the lychee soda category. In terms of region, the Zhenzhen brand originated from Lingnan and has the advantage of origin. At the same time, it has also become a memory of the Northeast region and the 80s and 90s generations with its authentic taste. In terms of opportunities, the national soda market is huge, and the litchi category market has no real leading brand. Zhenzhen has the opportunity to become a category leader and deepen its litchi beverage market. Of course, the Zhenzhen brand also has development disadvantages, such as: the product fails to show brand accumulation, insufficient brand culture exploration, lack of emotional resonance with users, , brand promotion focuses on corporate thinking, etc., and also faces threats such as the gradual efforts of competitors in new marketing, and the increasingly fierce competition in category quantity and quality.
Facing with the development of the market and increasingly fierce competition, a good brand building strategy needs to play to its strengths and avoid its weaknesses. In terms of shaping the brand cultural image, creating products with regional cultural symbols has become a strong endorsement of Zhenzhen's brand. In the environment where localization recognition is accelerated and new domestic products are unstoppable, brands need to have regional cultural characteristics from local business cards to become category leaders and become the representative of the "authentic" in the minds of consumers. Therefore, telling good regional brand stories and practicing the mission of spreading Chinese culture has become a strong guide for brands to "become a circle". The endorsement method of regional representatives is to build Zhenzhen lychee into a Lingnan regional business card, so that Zhenzhen becomes a representative of the lychee category. While telling good regional culture and brand stories, it can also obtain emotional support from the government and consumers at the strategic level; in terms of marketing, the Zhenzhen brand adheres to the strategic direction of emotional symbols, and iteratively upgrades the brand strategy based on positioning marketing and new marketing, taking lychee as the root and emotions as the soul. Every dissemination of emotional symbols will become an intangible asset accumulation for Zhenzhen brand.
The reliance and application of regional culture of Zhenzhen brand development is also reflected in the development plan of enterprise. In addition to falling into the "Zhenzhen" brand, the improvement of brand value should also be found to build the foundation with strategic attributes. Zhenzhen's cultural mother, Lingnan, will become the spokesperson of the Zhenzhen Lizhi family, and will also be an endorsement and exist in the promotion of each sub-brand. It is an insistent strategic proposition, a lofty attitude, and a lofty mission.
In the field of brand promotion, Zhenzhen chose to directly shout out her leadership position with brand slogans. The most effective and productive way to build a brand is to create a new category. As one of the first companies to start making lychee soda, Zhenzhen is a veritable category leader. It only needs to shout out the fact that "first" and make consumers feel that Zhenzhen is the leader is the best way to occupy the place.
New Domestic Product Innovation Valley Inspiration:
Qin Dynasty Li Si once wrote in the "Letter of Admonition to Exile the Guests", "Shan Tai does not give up the soil, so it can become big; rivers and seas do not choose the fine streams, so it can become deep."From the development of Zhenzhen's brand, we can see that as a representative of litchi soda in the beverage industry, the brand has not neglected to study every image and details in the road of shaping the brand culture and innovating the development of enterprises. From the selection of the track to the creation of IP culture, Zhenzhen has practiced the industry spirit of Chinese enterprises to strive for excellence with little accumulation and thinking, and has also brought the dawn of hope to listen to thunder in silence to brands in the same industry. Out of insight into Zhenzhen's brand culture, Yifeng Innovation designed Zhenzhen's slogan as: to create classic litchi drinks. In addition, there are catchy and easy-to-remember classic slogans such as "litchi soda is Zhenzhen (Zhenzhen is Lychee soda)" and "Born to love litchi" to continuously strengthen consumers' mental impression that litchi soda is Zhenzhen.
