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Aug 03, 2022
From the background of Huaxizi and Jiao’s implosion, see how start-up brands rely on content marketing to achieve cold start?
In General Discussions
For most emerging domestic brands, one of their biggest features is that their birth time is short and their brand potential is relatively low. In particular, small brands did not have the ability to enter Tmall at the beginning, nor did they have the funds to expand offline channels. If they want to win admission tickets in the new wave of consumption, regardless of the so-called strength and scale of the company, "content marketing" is the most important. A fair entry point, it can bring high instantaneous traffic with a small amount of money. For example, looking at the new consumer brands that have risen rapidly in the past two years: Sandunban, Bananai, Chayanyuese, PMPM, Huaxizi, etc., they have nothing in common: actively embrace digitalization, and communicate and interact with consumers in an all-round way; He is good at content marketing, and uses social media and KOLs skillfully to make targeted communication for segmented consumer groups; he knows how to synergistically tell a story based on his own brand characteristics, cultural environment and consumer needs. Therefore, although these brands do not have huge advertising investment, they still have the ambition and confidence to harvest traffic and build brands. In the final analysis, they have the ability to create content, activate content and monetize content. So, for start-up brands, in the cold start stage, what kind of insights, strategies and ideas can be used to create brand-specific content marketing that can impress consumers? 1. Telling good stories makes business beautiful One thing we want to make clear is that in today's complex media environment, for brands to achieve more targeted communication, what they need is no longer the exposure of unilaterally exported products, but the presentation of the overall image of the brand. From user acquisition, user growth to user accumulation, brands need better and more three-dimensional content to grab users’ attention. The following is what I suggest to find a brand core and foothold of your own through several dimensions. 1. Create founder IP The genes of each brand are inseparable from its founder, and creating founder IP is a means of communication to obtain free traffic for enterprises at a low cost. Especially in the initial stage of the brand, the founder is the first person to originate the brand, and his IP energy is almost greater than the brand energy. At this time, the founder builds the brand, from the founder's original intention, the brand to the underlying values of the product, the exploration of the business model, the culture behind the brand and the empathy of consumers to jointly promote an emotional story, which is to let the start-up brand. The fastest way to get admission tickets. Take the drunken goose girl as an example. In the category of wine, Wang Shenghan, the founder of Drunk Goose Lady, has built a sense of trust among users by relying on his professional background and KOL attributes, and has independently output his opinions and views on the online platform to attract fans. At the beginning of her business, Drunk Goose Niang made her debut as a self-media sharing the knowledge system of red wine. In Wang Shenghan's words, "I hope that by lowering the threshold for everyone to understand red wine, more people can feel the beauty of red wine." From the background of Huaxizi and Jiao’s implosion, see how start-up brands rely on content marketing to achieve cold start? As a content-based self-media, Drunk telemarketing list Goose Niang relies on the natural sense of smell of self-media and uses the method of "speaking people's words" to spread the content of buying wine, wine tasting, wine culture and other content to consumers. Tudou, Youku to the official account, Douyin, gradually complete the accumulation of fans. Subsequently, the wine business of Drunk Goose Niang started from the community e-commerce, and launched monthly ordered wine products "Penguin 200" and "Penguin 2000". Members need to pay 200 yuan or 2,000 yuan per month, and the subscription starts from half a year. Each month, they will receive a bottle of "lucky bag" wine of the same price, with audio explanation. So you can see that Drunk Goose Niang's fundamentals are very stable, and her fans are very loyal, which is why Zui Goose Niang's Douyin likes are generally over 10,000. It can be said that Drunk Goose Niang came out of consumers, and is very close to consumers on the way to commercial realization. In the face of consumers' mentality of being both classic and fresh, the brand chose to create IP in the form of continuous output and continuous experimentation, and also developed a sense of trust with their respective fans, members and users. 2. Mining your cultural code In the Chaos University APP, there is a lesson that I remember most deeply, which quoted a sentence from Harvard Business School professor Douglas Holt in his book "Cultural Strategy": Consumers flock to brands that
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