Differentiation is the source of growth for new brands. We are in an era of excessive product surplus, and the product categories are constantly diversifying and increasing, thus becoming opportunities to create new brands. Each new brand is differentiated from the old category (goods or services) and continues to evolve and grow. It is a common law in the market economy environment to create new brands through differentiation.
Generally, there are two ways to differentiate a new brand. The first is category ownership. The main way is to differentiate and create a new category from the old one. For example, Xiangpiaopiao creates and occupies cup milk tea. , Has created a cup of milk tea category brand. Jiayou Aite, a subsidiary of Ausnutria, has differentiated pure imported goat milk powder from infant formula, giving consumers a deep brand brand imprint. The second is channel borrowing power. In an era of extreme excess of goods, channel scenarios are constantly moving towards differentiation and specialization as well as product categories. Many new brands have achieved their own growth by leveraging channel scenario differentiation. For example, the differentiation and growth of mother-baby store channels has made mother-to-baby brands such as Biostime, Ausnutria, Goodbaby, and Yingshi. E-commerce brands such as Youneng, and the further differentiation and growth of the micro-commerce channel in recent years have created diaper brands such as Kay Dele and SOLOVE Miffy.
In terms of diaper categories, foreign brands now dominate the vast majority of the market in the domestic 45 billion baby diaper market. According to industry data in 2018, European and Japanese brands such as Kao, Pampers, Curiosity, Moony, Mummy, and Baby account for 61.4%; domestic brands wanting to emerge suddenly in just a few years is not easy, but SOLOVE Miffy did it. According to "Online Retailing Data for Diapers 2018 Online", in the online brand growth rankings, SOLOVE Miffy, a subsidiary of Hangzhou Qianzhiya Sanitary Products Co., Ltd., ranked first in online growth with a growth rate of 1033.4%. At the same time, from the beginning of its establishment in 2015 to the present, SOLOVE Miffy's sales have grown rapidly, and the current annual sales are expected to reach 1 billion yuan. So how does it do it?
I. Find the great potential of category differentiation by leveraging Weishang
The times create heroes, and the times create brands. Just as the rise of Taobao has created a large number of "Tao brand", the bonus of WeChat has also created a large number of "Wei brand". With the advent of the mobile Internet era, Tencent released the WeChat app in 2011; by 2013, WeChat users exceeded 600 million and daily active users exceeded 100 million; traffic and users are the prerequisite for all business. In 2014, WeChat opened a payment function to empower retail and community e-commerce. Wechat entered a period of team operation, and a large number of branded WeChat was established.
Brands can only seize the opportunity by following the trend. As early as when SOLOVE Miffy diapers were first established in 2015, SOLOVE Miffy diapers were positioned as an E-commerce channel product under Qianzhiya, but given that the Taobao / Jingdong Shang diaper category growth platform dividend period had passed, SOLOVE Miffy It is difficult for diapers to succeed in the channels and ways of traditional e-commerce. In 2017, Hangzhou Qianzhiya Group cooperated with its subsidiary Hangzhou Miyouhuan Technology Co., Ltd. to launch the Miffy diaper micro-business version, which is also divided into four different levels: rice noodles, Xiaomizhu, Mifei, and Miwang. Recruit the corresponding agent, the agent is often a Baoma family. Since Bao Ma, the agent of SOLOVE Miffy diapers, is the diaper diaper buyer and word-of-mouth crowd, coupled with Bao Ma's agency, the threshold is low, the operation is simple, and the profit distribution is relatively reasonable. As a result, through the circle of friends in the WeChat channel, SOLOVE Miffy diapers sucked countless powders for a while, and gained fame in the industry and the market, and became a beautiful landscape in the diaper market.
Second, build a circle of competence and create a moat for the brand
According to Buffett's "Moat Theory", to become an evergreen tree in a market competitive environment, brands need to build their own "Moat". At the same time, measuring the depth of this brand moat comes from the company's long-term in-depth understanding of the industry and the continuous accumulation of resources to build its own capacity circle.
Unlike some other Internet and Weishang brands sitting on the tuyere, the product is different from the OEM factory foundry. SOLOVE Miffy diapers rely on Hangzhou Qianzhiya Group to achieve the integration of production and sales, and are committed to the long-term management and development of the brand. As far as the production capacity of the factory is concerned, Hangzhou Qianzhiya Group is currently the largest single-factory factory in Asia. It has the exclusive domestic patented technology and uses the most advanced production equipment such as Japan's Ruiguang. The Zhiya factory also processes many products, such as beaba, Super Daddy, Deer Dingding, and Feihe's diapers. At the same time, Jie Ting, Ko Jie Si, Besut, and free point production of menstrual pants, South Korea, Japan, Russia and other brands are made by Qianzhiya.
"Frozen three feet is not a day of cold, dripping water is not a day of work." In fact, long before Miffy's diapers became hot, Hangzhou Qianzhiya reserved a lot of anime IP for the development of its brands, except for "Dutch national treasure-level animation" Image-MIFFY ", Qianzhiya also introduced" Famous British Cartoon Image-Piggy Page "," Famous Japanese Doll Image-Rilakkuma (Relax Bear) "," Czech and China Famous Animation Image-Panda and Xiaozhang Mouse "in order to empower its various products.
3. "Advertising Concept + Channel Design" Drives Brand Growth
"Father of modern marketing" Philip Kotler mentioned in his "Marketing Management" that brands need to identify market segments and target markets, and use unique concepts and logos to spread the value of goods through the media. At the same time, brands need to deliver product value through channel design, organizational management, and distribution policies. Brands disseminate value through advertising, and at the same time pass value through channels. The two complement each other and achieve the best possible efficiency in order to drive the brand's continued growth.
"36.8 ℃, the same feeling with the skin", this is the slogan on every Miffy diaper. In the brand's advertising communication, SOLOVE Miffy diapers have thus created their own differentiated concept. "36.8 ℃, the same feeling with the skin", regardless of the corresponding patent and technical background behind it, but in the brand marketing SOLOVE Miffy diapers this move is quite successful. According to the USP theory of product market competition, we have to describe a "unique sales proposition" to consumers. The first is to emphasize the specific special features and benefits of the product, the second is that competitors cannot propose, and the third is to ensure a strong Sales force; SOLOVE Miffy diapers basically do it. At the same time, in order to win the trust of consumers and agents and show the comprehensive strength of the company, Qianzhiya adopted an open factory tour mode, which further increased the brand's exposure and trust.
The value dissemination of the product advertising concept is the driving force of the brand, and the channel value transmission of the product is the driving force of the brand. We often say "combination of push and pull" to drive the long-term development of the brand. At the beginning, Miffy's diapers mainly focused on e-commerce and micro-commerce channels as the main battlefield for sales goals, organizational matching and task decomposition. Therefore, for the WeChat channel, Miffy, as the "old driver" of the WeChat industry, carries out refined channel design and benefit distribution, and cuts off unnecessary circulation costs, which makes Bao Ma almost through zero investment Start the road to entrepreneurship. At the same time, there are four levels of rice noodles, rice little master, rice concubine and rice king. Different levels get corresponding rewards to encourage agents to promote internally. A reasonable channel benefit distribution mechanism also needs to establish a corresponding channel support system. Qianzhiya has established a complete WeChat back-end system for this purpose. Baoma agents can use WeChat system to place orders and settle profits. The factory supports one-generation distribution, and 2 packages can be shipped nationwide.
For a brand to be successful, there are always certain rules and experiences that people can follow. Just as Junlebao milk powder first started as an "equivalent milk powder" through e-commerce, and then began to lay out offline maternal and infant store channels, thus becoming the top ten brands in the infant milk powder category in China. SOLOVE Miffy diapers have gained popularity and attention through the WeChat channel, and have gradually started to deploy more than 200,000 maternal and infant stores offline. The SOLOVE Miffy diaper babies and infants new retail store project has been launched. It will be connected through the product supply chain Online and online. Qianzhiya therefore matched the resources to create a new chapter for SOLOVE Miffy diapers.
To sum up, through the successful case of Miffy diapers, we know that if we want to build a new brand, we first need to find the great potential of category differentiation, whether it is product cutting or channel scene refinement; second, the brand must Have enough ability to build their own "moat"; Finally, the brand must cater to the target consumer group and target market, and create unique advertising concepts and matching channel designs.