The general saying is: they adopted the brand launch bulk sms service strategy of "accurate positioning + product features + massive network media coverage". However, everyone often overlooks a core element - in the highly competitive consumer goods industry, in addition to giving target users a clear brand definition, clear product selling points, benefits and overwhelming brand communication, more bulk sms service importantly, consumer goods companies must To win the competition of the channel, help the product to win the high-quality distribution quality. It is gratifying that after nearly 30 years of development, local consumer goods brands have gradually regained lost distribution channels and terminals through brand operation.
We take Yuanqi Forest, Zhong Xuegao, and Tea Pi as bulk sms service examples to unravel how new consumer brands can systematically formulate growth strategies. 01 4 modes of new consumer brand growth For consumer products, there are two key elements to growth: users and channels. Many professional managers or marketing experts believe that - for a specific product, the target user group is specific. However, beyond a specific target demographic, brands need to acquire more new users in order to achieve a steady stream of bulk sms service marketing growth. And the channel element is the same, it is necessary to use more channel resources to cover, to achieve product exposure and sales. As shown in the new consumer brand "user-channel" matrix: Then, for consumer goods brands, they need to find their own growth model and path from the "user-channel" coordinates. for example:
Under the phenomenon of "new users - new bulk sms service channels", brands need to achieve growth through successful product market development and penetration; Under the phenomenon of "old users - new channels", brands need to achieve growth through intensive penetration of users; Under the phenomenon of "old users - old channels", brands need to achieve growth by rapidly expanding the market size; Under the phenomenon of "new users - old channels", brands need to achieve their growth goals by bulk sms service quickly achieving market coverage. So, how should new consumer brands plan their best growth model and path? 02 Different stages, different growth strategies For new consumer brands to achieve rapid growth, they need to know where they are. Is it completely from 0-1 or from 1-N. At different stages, the focus of growth strategies is different. 1. New users - new channels This can almost be said to be a brand building from 0 to 1, and Zhong Xuegao is the best example.