The fervor in the new consumer market has spawned several promising categories with potentials to become a hundred billion market. How to distinguish between trends and fads, identify the real demand and realize the real market potential? How to really create new things instead of innovate only because you want to innovate? The emergence of ‘new species’ is bound to be accompanied by controversies and questions. How to define the category to help educate the market?
"Young" is tagged with startup teams. When a "freshman" leader meets a group that is passionate and imaginative, unique products only belong to the 21st century will be created but at the same time challenges come with organizational growth. As brands rise and fall, how do founders stand with their teams for the long haul and hold on to the centripetal force, energy and capability of the organization?
Being sensitive to the little happiness in daily life that may trigger micro-innovations, and dare to imagine when setting long-term goals; how can startups define their "category-relating zones" to develop an appropriate product matrix? How to consolidate and better utilize the advantage of your best seller?
In our era, a massive amount of content, in various forms, is created with no definite end and consumed by users on various platforms in a fragmented manner. Creating content that is not top-notch quality equals to creating in vain.
Which is the right media to choose for start-ups and grab the first group of seed users? How to build moats around your content and root deep in consumers' minds?
When the one-time popular joke, which goes "5000 entries on The Little Red Book + 2000 entries on Zhihu + top livestreamers = prototype of a new brand", cools down, it signals that it is time to think calmly about how to build a brand.
For new brands to stand out, touching the bottom of people's hearts is more important than just taking over their attention for a while. Building a brand is like growing a tree. The roots must take hold before branches become strong and leaves green.
When the cheese sticks on the shelves are all packed in bright colors with animated IP, it will be hard for consumers to remember any brands of them. Far more than a gorgeous package, visual design is the expression of brand strategy which can make consumers directly feel the product value. When brands are stuck in ROI growth, will visual upgradng be the next potential breakthrough point?
STARFIELD's first factory was completed, Zihaiguo built 15 factories, SIMPLE LOVE invests all its 800 million RMB funds in supply chain enhancement... When consumers are having constantly evolving demands, exploring deep into the supply chain is a necessary tactics after the 0-1 stage. Achieving product innovation relying on improved supply chain and creating closed-loop supply chain system is the only way to achieve a long-life brand.
Consumers are gaining deeper and more professional knowledge about good products. In front of shelves, an increasing number of consumers read ingredients list and nutrition facts. On the Internet, there is more professional interpretation and discussion.
Less fancy marketing gimmicks, more genuine value, and build a moat of differentiation from the source. First-rate ingredients from the world, healthier substitutes, special processes, functional ingredients, anything else we can do to innovate from scratch?
One of the early-stage challenges of start-ups is that product innovation is often restricted by traditional supply chain or manufacturing system. The new era requires a supply chain that supports small batches, fast iteration, and higher agility.
- How do start-ups look at balance among quality, efficiency, and manufacturing capacity?
- How do start-ups look for partners, integrate resources and make a greater impact with the best combination?
- Is there any new collaborative practice between suppliers and service providers?
Every consumer reach is a "date" with him/ her. In the omni-channel era consumers seem to be everywhere and very discrete at the same time. Most new brands take off online and yet cannot circumvent the step of presenting themselves physically to consumers via offline channels.
- How to pick the channel for the first strike and develop business offline?
- How to create WOW consumer experience?
- How to break the siege of traditional, time-tested brands and win a solid foothold in the battle for shelf space?
Under the epidemic situation in Shanghai, customer's anxiety of food shortage and the whole city lockdown spawned a new pattern of community group buying. Lots of food and beverage brands, including local catering brands, international fast food brands and new consumption brands, all chose to try this new business. Compared to big brands with better infrastructure and stronger brand power, startups were more difficult to confront this challenge.
When the normal production model and sales channels were out of order, how did new brand respond to this new pattern? How to improve the channel and supply chain construction based on this experience?
Far more than meeting the needs of busy white-collars and kitchen novices to eat well and cook more easily, 3R food has also become a good helper in three meals for consumers who are quarantined in home because of the lasting epidemic. It is expected that C-end 3R food will become more homely and of high quality in the future.
- In the product development, how to achieve differentiation and develop popular products?
- In the supply chain, how to continuously improve the quality and richness of product?
- In the channel, how to layout to improve the convenience of purchase and repurchase?
"Self-reliance" is no longer enough to keep up with the new consumption era. "The complementary model of technology and ideas" has built a co-creation ecology and become popular.
How does Nestlé select partners for its R&D accelerator in China? How can the collaboration model between the big players and the startups stimulate innovative ideas? And what kind of new ecology of innovation will be built in the future?