Vacancy breakthrough point, growth 3 focus

In the vast ocean of market competition, how can brands find their own North Star? From Zulijian's precise positioning to Naitangpai's social insights, to Santonban's instant innovation, each brand has occupied a place in the minds of consumers with its unique user focus and product characteristics.

1. User Focus

1. Zulijian

To sell products to someone, you must start with their needs. In the red ocean of market competition, Zulijian has been able to break through the siege. The key is that the boss Zhang Jingkang has a clear mind. He wants to do business with the elderly (user focus). The legs age first, and the more obvious it is, the more it is ignored by the market.

Brand: Zulijian User focus: Elderly Category: Shoes

As a result, a series of market actions centered on the elderly came into being; precise and effective selling points also emerged; in terms of product design, square dance shoes, travel shoes, casual walking shoes, and non-slip bathroom slippers were made around the key life scenes of the elderly - the essence of business is people, and it is the needs that are focused on and magnified by users.

2. Toffee Pie

In July 2015, Naitangpai started to build a community on Douban. The book "Must-Read Before Joining the Group: The Origin and Ideas of Naitangpai" shared Naitangpai's insights into the Chinese underwear market.

There is a high degree of repetition in large-cup bras in China, and most of them are the "auntie styles" that girls despise; the styles of European and American brands do not suit the Chinese body shape, and the aesthetic demands are also different; invisible, strapless, swimsuit, sports, and sexy bras are very difficult to find... These insights into the pain points of target consumers have stimulated potential demand. In terms of content, traffic, fans, and monetization, Naitangpai has completed the first step.

Brand: Naitangpai User focus: Large cup female Category: Bra

2. Characteristics: technology, raw materials, functions

1. San Dun Ban

Starting from the product function, we focus on the characteristics (instant). In response to the criticism that traditional coffee is inconvenient and instant coffee is not tasty, we have made a balance between good taste and convenience based on extraction technology, focusing on the instant characteristics.

Everything can be sold at Santonban, but the 6-10 yuan pricing strategy leaves enough room for future cost-effective brands (same instant product, half the price), which also determines Santonban’s fate of moving from a category pioneer to a high-end brand.

Brand: Santonban Category: Instant coffee Features: Instant Drama Expression: Everything can be Santonban

2. Yuanqi Forest

Happy Fat House Water, the A side of demand is greed, and the B side is fear. Magnifying beauty satisfies greed, while escaping fear brings action. Yuanqi Forest: Found the perfect combination between sugar-free and sparkling water - redefining sugar-free sparkling water.

In December 2016, the brand Rancha, which was marketed with "0 sugar" as its selling point, became the first product of Yuanqi Forest. Rancha's performance was tepid, and following the concept of "sugar-free", Yuanqi Forest launched its first cucumber-flavored soda water in March 2018. During Tmall 618 in 2019, Yuanqi Forest took the top spot in the water beverage category with sales of 2.26 million bottles; since then, Yuanqi Forest has been more widely recognized. Yuanqi Forest has launched a long product line around sugar-free and low-sugar products.

Point: Breaking the circle with sugar-free sparkling water Line: Innovating categories with sugar-free and low-sugar drinks to extend product lines Surface: Penetrating multiple categories, Yuanqi Forest products have covered multiple categories such as sparkling water, tea drinks, functional drinks, ready-to-drink milk tea, juice drinks, electrolyte drinks, energy drinks, coffee drinks and even yogurt Body: The growth rate of sugar-free drinks in 2017 and 2018 reached more than 30%. In 2018, the domestic sparkling water industry just reached a market value of 9 billion yuan.

3. Wang Baobao

• Insight into the differentiation opportunities brought by category characteristics and seek incremental markets
• Carry out micro-innovation on products, actively differentiate category characteristics, and strive for leading brand position
• Taking advantage of the structural changes in new channels and new media, the cognitive dividends brought by traffic

For traditional oatmeal brands, 60% of their marketing and advertising expenses are used for promotion. They spend a lot of money on promotion at the terminal through display fees, entry fees, purchase-and-give fees, and rebate fees, while advertising expenses only account for 10% of them. Unlike traditional oatmeal brands, Wang Baobao focuses on online sales: Xiaohongshu, Bilibili, Douyin, and online celebrity promotion. The art of war lies in investing more troops than the enemy at the offensive and defensive points. - Napoleon

4. Jane Eyre

The low-fat, low-sugar, and even zero-sugar concepts that have swept the beverage industry can also be replicated in the yogurt category. Jane Eyre targets people aged 22 to 40, first- and second-tier markets, and highly educated mothers. At the same time, it focuses on high-end low-temperature yogurt in the low-temperature yogurt market, using the "no additives" concept to match its high-end, high-price strategy.

Product: Low temperature yogurt Process: Natural, no additives Drama: Raw milk, sugar, lactic acid bacteria, nothing else

3. Scene Reconstruction

The changes in commercial space, from large supermarkets to small convenience stores, from shelves and display cases to Hema Fresh, from a food street to a one-stop shopping mall, are due to the changes in the shopping and entertainment needs of new consumers. A scene is a complete consumer behavior, including time, place, people and events.

• A scene is an automatic and spontaneous demand satisfaction

1. Helens

Busy young people work during the day, have coffee to refresh themselves, and snacks to relieve stress. At night, there seems to be no third choice except bars, KTVs, and cinemas. Therefore, a new bar built for young people, Helen's Bistro, was born.

Today, Helen's Bistro has become the midnight Starbucks for young people. It is currently the largest bistro in China and a bar where you can consume without pressure. Young people nowadays always have indescribable pressure and need a stress-free space to soothe their emotions. Helen's provides a differentiated choice for young people from cost-effectiveness to environment.

Product: Solution for the scenario Brand: Occupies a heavy scenario Channel/media: Visual communication, link Price: Pressure-free consumption for young people

2. Bear Electric

Urban youths are under great pressure at work and are lazy in life. They often cook for one person, and traditional rice cookers steam too much rice, which is a pity to throw away. Bear Electric Appliances has actively differentiated the categories of home appliances, explored scenarios, and launched an electric lunch box that can steam rice and vegetables, cook soup, and has many other functions. It is good-looking and cheap.

Scenario: Pain point for workers who bring their own lunch: Microwave heating can easily cause deviations in food moisture and taste.
Demand: convenient, healthy, affordable