How can a new domestic brand quickly get out of the circle? "Become an internet celebrity first." This should be the common method of brand building for domestic products nowadays.
Focusing on the Z generation, highlighting the characteristics of the national trend, and focusing on online marketing and promotion, the new domestic brands all make a fuss about Number List these points. With the iteration of consumer groups and new traffic dividends, many new brands have indeed risen in the process in the past few years. Perfect Diary, Huaxizi, Yuanqi Forest, Nai Xue's Tea and Zhong Xue Gao are all typical cases. .
The new domestic brands have enjoyed the "Internet celebrity" rapid outing and high attention for a period of time, but it is difficult to escape the fate of overturning and difficult to become popular after the highlight.
As Zhong Xuegao was nailed to the shame of the "ice cream assassin", Nai Xue began to lay off staff and close stores, and the Perfect Diaries were re-examined or even abandoned by capital and consumers... The new national trend brands have long ceased to shine.
The new consumer brands are like wind chasers.
1. When will the domestic product dispute end?
Recently, a former salesperson of the “Nezha Sparkling Water” party told Photon Planet that his company has been making drastic layoffs in recent months, and some departments have even been cut off directly. It is worth noting that its company has just received two rounds of financing from ByteDance and Source Code Capital in the first quarter of this year.
By 2022, "lack of money and difficulty in financing" is one of the most realistic dilemmas for a group of new consumer brands of domestic products. Nezha sparkling water followed the wind of Yuanqi Forest into the fast-moving beverage industry, not only raised capital, but also cooperated with Wanglaoji to launch products.
According to the above-mentioned sources, the "Nezha" brand will officially enter the sugar-free sparkling water industry in 2021. At that time, concepts such as 0 sugar and 0 calories were in full swing, so it was inevitable to follow suit. At the same time, the product price is 6 yuan/bottle, and the market positioning has not opened the gap with the competitors. With the market dominated by vitality forest, it seems inevitable that Nezha sparkling water will not be able to sell.