2021 China new brand development report From Huge amount of calculation

The following is the 2021 China new brand development report From Huge amount of calculation recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

In the current economic environment, consumption is not only the consumption of goods, but also the pursuit of commodity quality, shopping experience and diversified demand. In recent years, the new and cutting-edge brands represented by youth, brand and intelligence have been rising rapidly.

How to define a new brand? We define a new brand as an emerging brand that has opened up a new consumption scene, met the new consumption needs of users, changed the inherent consumption habits of the public, and rapidly emerged as a well-known emerging brand or a traditional brand that has made innovation by using digital marketing.

VCON new brand exhibition, together with juliangsuan and Ipsos, jointly released the “2021 new brand value list”, and on this basis, wrote the “2021 China new brand development report”, deeply analyzed the development trend and characteristics of China’s new brand, and provided reference for practitioners’ decision-making.

1、 The birth of new brand

1. The economy recovered rapidly and social values changed

On June 8, the World Bank released the latest global economic outlook report. It is estimated that the global economy will grow by 5.6% in 2021, and China’s economy will grow by 8.5% this year. The economic recovery signal is obvious. On the demand side, domestic performance is even better. According to Ipsos data, domestic consumer confidence index remained the highest in the world throughout the year, and has exceeded the level in January 2020.

The impact of the special period on the economy has gradually faded, but the impact on social values is far more than we think. It seems that “consumption returns to rationality, paying more attention to the essence of life, paying more attention to health” has become the key word of the people’s attitude towards life.

In addition, the special period also promoted the change of the distribution of consumers’ wallet share, and a stable consumption concept came into being. With the increase of health, diet, education and other related consumption, hedonic retaliatory consumption may no longer exist.

2. With the simultaneous evolution of user needs, the new brand culture creates a temporary and limited “perfection” for consumers

The structure and competitive mode of traditional industries have changed. According to Maslow’s hierarchy of needs theory, when more basic needs are met, people will turn to pursue higher needs. At present, consumers are experiencing the transformation from basic functional demand consumption of “from nothing to existence” to experience, emotional demand and cultural identity consumption of “from existence to excellence”.

The emerging brands, based on the understanding of the market and consumers, make use of the gap between consumers’ real self and ideal self to construct a beautiful dream about the future. From the hot concept of “health” in recent two years, we can see the special label behind the simple demands of consumers.

3. New digital pattern formed, zero time difference consumption era coming

The rapid development of 5g, big data, artificial intelligence and other new technologies has given birth to new consumption patterns, new formats and new scenarios. With the increasing fragmentation of information acquisition and purchase behavior, consumption desire can be stimulated and satisfied at any time point within 24 hours a day. “Zero time difference consumption era” has come.

According to the Statistics Bureau, from January to may 2021, the online retail sales of physical goods nationwide reached 3937.7 billion yuan, an increase of 19.9%, accounting for 22.6% of the total retail sales of social consumer goods. Online shopping platforms have accelerated the penetration of Chinese consumers, and short video platforms are also entering the payment field to further improve the ecological layout. In 2020, some short video platforms will acquire payment licenses through acquisition to open up the e-commerce business link. When consumers watch short video or live broadcast, they can directly place orders on this platform, and the path from planting grass to pulling grass will be shortened rapidly.

In addition, timely guidance of national policies is also crucial. In the past five years, more than 130 regulations and policies related to brand building have been issued by the state, which provide guidance for the development of new brands and usher in new opportunities for the rise of new brands.

2、 The new brand metamorphosis

1. New demand opens up new growth space

According to the consumption survey data of Ipsos & Quanliang Suan cutting-edge brands, consumers say that they pay more and more attention to health, product ingredients and materials. When it comes to the reasons for liking new and cutting-edge brands, “trend and fashion”, “high quality and low price” and “support for domestic products” are the most mentioned words. The change of consumption attitude and more subdivided and diversified user needs have also expanded more new growth space for some “traditional” industries.

On the one hand, the industry needs to open up new space for growth. Take the beauty industry as an example, its target consumers have always been limited to women. With the new generation of male consumers after 80, 90 and 00 further clarifying their own consumption demand and continuously liberating their consumption concept, more and more Chinese men have become the consumption power of beauty products. Trembling data show that in 2021 compared with the same period last year, the consumption of men’s beauty consumption increased much more than that of women in the year of Q1. Tiktok consumption is no longer just a female user’s exclusive label.

On the other hand, there is a growing demand for “small” businesses. It is an indisputable fact that the domestic pet friendly era is coming. The number of pets in China is increasing year by year, and the market demand for pet food is further released. Pet food mainly includes staple food, snacks and health care products, which has the characteristics of high frequency and strong demand.

Tiktok pet short video takes content as the core, KOL as a push force, and realizes short video content and live broadcast through ubiquitous content social interaction. In 2020, the tiktok platform, cleaning products, snacks and daily necessities are the main categories, and are also growing rapidly.

2. New users inject new consumption power into the market

According to a large number of figures on users interested in new sharp brands, young people aged 18-30 account for nearly half of the users interested in new sharp brands. They are the most active tasters and promoters of new sharp brands. The new generation of young users also have a great consumption power. According to the report of new weekly “top 10 new consumers in 2020”, more than 40% of the new generation of trend users spend an average of 1000-3000 yuan per month, and the proportion of the new generation of consumers who spend an average of more than 3000 yuan per month is close to 20%. This generation of “great young people” not only has growing consumption power, but also has positive attempt and willingness to consume. Their choice largely determines the present and future of many new brands.

When we focus on the younger group, we find a more active consumer market. With the improvement of the overall living standards of residents and the further opening of the birth policy, the consumption level of domestic consumers in maternal and child products has been steadily improved. According to the prediction of the maternal and Infant Research Institute, the total scale of the maternal and infant market will exceed 5 trillion in 2023, and the trillion level huge rigid demand market that can serve hundreds of millions of families in China has also become an excellent position for the rapid outbreak of many new brands.

According to the data of new weekly “top 10 new consumers in 2020”, more than 60% of maternal and child users will increase their consumption of maternal and child products / services in the next year, ranking first in all consumption categories. Tiktok’s content consumption data tiktok also confirms that the fever of mother and infant consumption is growing. Over the past year, the volume and volume of the video related to the mother and child have basically increased steadily. It is worth noting that this trend is initially driven by user needs, which makes the video volume of the mother and baby increase rapidly, and ultimately realizes the balance between supply and demand of the mother child video.

3. New channels bring new possibilities

Today, online and offline relationships are changing subtly. Fali online has become the focus of almost all industries, but offline has not been “abandoned”, the laying of offline channels is still important. At the same time, the functions of offline channels have also undergone subtle changes. In addition to sales, experience has become an important ability. In the development and change of the channel, the new link from planting grass to pulling grass is becoming more and more mature.

From the data, it may be one of the effective means to make users interested by multiple touch. Take the data on food and beverage industry in shaking sound as an example, the number of users’ praise of food and drink videos is stratified. As the number of tiktok increases, the proportion of users placing orders will increase in the next two months.

4. New competition promotes brand development in an all round way

Whether the new brand develops new consumption scenarios, meets new consumption needs, or leads new consumption habits, it always revolves around a new word. However, under all kinds of “new” aura, as consumer goods, users still focus on their core attributes.

Survey data show that more than 70% of users value product quality, more than half of users value cost performance, and more than 40% of users choose “brand trustworthy”. When it comes to the reasons for liking cutting-edge brands, “good quality” and “good quality and low price” are among the top. When asked about the reasons for not recommending and not buying again, “poor quality”, “expensive” and “low cost performance” account for a high proportion. It can be seen that consumers will not reduce their requirements for the core attributes of products because of “new”. New brands can’t afford to lose each other. This is an all-round war of brands, products and prices.

3、 New brand development

1. Mature brand innovation will bring new atmosphere to the new field

Innovation is the basic way for brands to achieve leapfrog development. In the era of rapid brand change and fragmented consumer attention, the “young power” of old brands is rising in the face of endless breakthrough innovation of new players. In the encirclement of new brands, mature brands are going out of the comfort zone. From water trial live broadcast to cross-border cooperation, mature brand innovation with good user base and business model is constantly bringing new atmosphere to the cutting-edge fields.

Through the survey data of new brands, we can see that more than half of consumers say that the innovation of mature brands is more trustworthy, and the customer loyalty advantage of mature brands still exists; 40% of consumers have no obvious preference for brand choice. After experiencing a short period of “madness”, the trust of product and brand representatives is still the key for consumers to move.

2. Competition for consumption scenarios may open up new market space

For most industries, stock competition has become the theme of industry competition. As competition participants, brands often focus on how to retain old users and how to obtain new users from other brands. Because of this, competition has become increasingly intense.

Sniffing, we found some interesting changes. When we don’t want to cook, we have more and more convenient fast food to choose from besides takeout; When eating out, besides the Baijiu, red wine and beer, there are more and more low alcohol predis ers for female users. We can even buy slobber or breath spray at KTV, and that’s all about the change and remolding of consumer scenarios.

Scenario thinking helps us understand users more deeply. When we observe users from the perspective of consumption scenarios, we will find that behind the users’ demand for material products, there is often perceptual demand; Users’ choice of different brands and products may correspond to different consumption purposes and demands of different consumption experiences

Different consumption scenarios give different meanings to products. When we re-examine the products from the perspective of consumption scenarios, we find that health and nutritional supplement foods are no longer exclusive to fitness people, but have become the choice of users in pursuit of health; Plain cream and BB cream are no longer exclusively for women, and male consumers also want to go out quickly and beautifully; Even when users consume some products, they are no longer satisfied with freshness and curiosity because of the practicality of the products themselves

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