2022-11-18-巨量引擎-消费品行业平衡增长解决方案_82页_8mb

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Summary Report on Market Trends, Challenges, and Strategies for Consumer Goods Brands in China

• Trends: 1) Market growth has normalized, shifting towards rationality and quality over mere volume. 2) Consumers exhibit high demand elasticity and loyalty issues, making brand reputation underrepresented. 3) A crisis of trust exists among consumers, with lower tolerance for unreliable brands.
• Challenges: Brands ignoring these trends face harsh consequences:
  1. Reliance solely on "hit" products leads to short-term success without building lasting competitive advantages. 2) Over-reliance on low-effort promotion ("effect advertising") erodes the user base required for sustainable sales and hinders brand equity (typically accounting for about 30% of long-term brand revenue, down by 300% with promotion). 3) Lack of brand investment raises the bar for competition in the race for premium pricing power.
• Solution: "Seeding (种) & Harvesting (收) Balance 1) The core strategy for sustainable brand growth requires balancing brand awareness (Seeding) and conversion (Harvesting). 2) A "Supply-Side Platform" (巨量引擎) integrates content and data to support efficient branding and measurement (the "Full Growth Value System"), assisting brands in building their unique selling propositions (USPs).
• Industry Insights:
  • Brand marketing is regaining focus due to its proven contribution (70%) to important intermediate and long-term results (GMV), surpassing promotional effects alone.
  • Investment in brands is linked to higher valuations and marketplace success.
• Conjoint Recommendations:
  1. Focus on building customer rapport and trust to enhance brand equity and setting premium prices.
  2. Leverage diverse marketing channels and tools (official brand content, influencers, live sales, advertising) effectively.
  3. Map marketing initiatives to purchase journey stages and target audience segments precisely.
  4. Utilize synergistic data to measure effectiveness and continuously optimize growth strategies.
  5. Ensure brand visibility and ensure that promotional activities directly serve the goal of quality growth through a balanced approach to "Seeding & Harvesting".