In the atmosphere of peace and small red book planting grass YYDS, why should I mention these three brands? Because this is the reality.First, let's talk about the reason of a skin care brand. After searching the previous cases, we found that the account number has stopped changing, and then we can see that a complementary food brand has stopped changing, and then we can see that its meat brand has stopped changing.
In peaceQuotations from Chairman Mao ZedongIn the atmosphere of planting grass YYDS, why should I mention these three brands? Because this is the reality.First, let's talk about the original story of a skin care brandcaseIt was found that the account number had stopped changing, a complementary food brand had stopped changing, and its meat brand had stopped changing.
It is not terrible to stop. What is terrible is that three of them were launched over one million years ago and became the target of the industry. However, even if they are regarded as launch cases, they will inevitably fail.
Briefly describe these brands:
The first one is the beauty brand, which is mainly related to acne elimination. It has cooperated with several experts. Now there are also many small articles, which are basically information flow. The typical launch in the station is transferred to the outside. At that time, the effect of the transformation outside the station was good. Now it is seen that the account of Little Red Book is stopped and Tmall is closed.
The second is the brand of complementary food. Search for the brand name, and there are many articles about it, which were also praised by the official. Last year, both Tiao Yin and Little Red Book were done, and the advertising was also very fierce. Today, when the store was closed, Tiao Yin did not do it.In my personal judgment, I tried to push this product in a limited budget, but each product failed.
The third is the food brand, which has really enjoyed the dividends of the platform. The French fries easily created many popular articles. Through the information flow, it has consumed more than ten thousand articles a day, and also achieved a ROI of more than two. But now the enterprise number has been cut off, and the talent has stopped, completely giving up the Little Red Book and Taobao platform, and all of them are like dithering.
The above examples do not mean that Little Red Book is not suitable for Little Red Book, but remind us that the reasons for successful projects are similar. The demand is stable, the project is profitable, the brand can continue to do, and the reason for closing the store is most likely not to make money or not enough money to compensate. Especially in the case of masks, burning money for projects is more likely to fail. I summarize the internal and external reasons for failure.
1、 External causes
1. Taobao has a big competition for survival
The person in charge of food directly said that he would not do Taobao, because the competition was too fierce. It was also necessary to talk about the upgrade planning of Taobao brand. The survival pressure of Taobao brand was growing.
The core of the grass planting of Little Red Book is to spill over to Taobao. If there is no refined commercial content, even Wanzan will have high spillover costs and it will be difficult to make profits. In this case, new brands are under financial pressure, constantly financing, and finally being overwhelmed by KPI.
2. Competition in the Red Sea
The reason for the failure of new brands is that they compete in a mature category to a large extent. This category has mature brands. In this case, products must be differentiated and rely on core products to break through.Otherwise, the product strength is average. Without the support of strong explosive products, it is almost impossible for the giant to get ahead if it invests the same strength again.
2、 Internal causes
1. Burn money to become a brand
I have always opposed to holding high a little red book.The boss often says that I want to invest 1 million yuan a month to let users know the brand, and then the agencies and advertisers enthusiastically applaud and say that this is definitely OK.
This is obviously bullshit. High investment has brought a large number of customers to collect wool. After collecting wool, it is difficult to buy it again, even if the brand goes out of business. What's the user's specific feedback.
As a new brand, it must be refined rather than heavily advertisedoperateAdjust the product according to the feedback of users. Everyone, product power is always the first priority. Without the success of product power, no amount of advertising can succeed.
As for the prepared dishes, everyone thinks of the interesting shop at the first time, but I will never buy them again after eating them. On the contrary, for the prepared dishes, they must be authentic and delicious brands. I personally recommend Jia Guolong's Kung Fu dishes, which are really delicious, not only because he has been employed!
Jia Guolong's Kung Fu Cuisine at Home
2. No product differentiation
Differentiation is not only the differentiation of appearance, but also the function and values.For new products, the user's perception of values is often weak, and the core differentiation is still a function. This function is more about creating new categories, formulating a standardization, and solving new needs. Only in this way can new products have opportunities.
Therefore, before doing the Little Red Book, you need to keep thinking about what your product differentiation is, why you buy it, and why users buy it?Will you buy it again after purchase?Can it be spread after re purchase, and can the name be spread?Can symbols spread?What the user will say when propagating, these are all important considerations.
The above is a summary of my personal experience about the three brands that have launched millions of dollars, but have given up the platform. I still advise every brand that wants to plant grass in Little Red Book to do a good job in the product we media, and then consider the relevant launch.If you want to know more about planting grass in Little Red Book, you can continue to follow the river chatMarketing。
This article was submitted by Jianghetian Marketing, which does not represent the love operation position. If it is reproduced, please indicate the source:https://www.iyunying.org/operate/xiaohongshu/300103.html
