In the field of marketing, there is such a classic saying: "All the tracks that have been verified by traditional retail are worthy Qatar Phone Number List of doing it all over the Internet." For example, Luckin Coffee. This Internet-based coffee brand cultivates user habits through subsidies and seeks to gain the largest market share as quickly as possible. Despite the controversy, the market value of nearly 40 billion is an indisputable fact. Another Qatar Phone Number List example is the perfect diary. This domestic brand, which was born in 2016, has become a dark horse in the makeup industry in less than a year if it is calculated from the launch of the Tmall flagship store. In particular, in 2018,
Tmall's double 11 makeup sales amounted to No.2 in total and domestic makeup for No.1, leaving many well-known international brands behind. It is worth mentioning that in the eyes of many people, whether it is coffee or beauty, it is not a Qatar Phone Number List good business, because the competition is too "tragic". However, Luckin Coffee and Perfect Diary both became popular in a very short period of time and achieved proud records. That is to say, whether you admit it or not, the huge wave of new consumption is really coming. 01 From "traditional consumption" to "new consumption", the underlying logic has changed! Before talking Qatar Phone Number List about new consumption, we have to start from the three stages of traditional consumption. Let's talk about the 1.0 version of consumption Since the 1990s, terms such as "channel is king" and "media is king" have become the most commonly used words for brands in the marketing process.
What is a "channel"? It is to open stores on a large scale, or simply follow the shopping malls and supermarkets; what is "media"? It is to invite spokespersons and spend money on TV and newspaper advertisements, that is, a steady Qatar Phone Number List stream of franchisees and consumers come to the door. At that time, brands only needed to do these two things well, and there would be endless money. Let's talk about the 2.0 version of consumption After 2008, with the rise of Taobao and traditional stores and supermarkets have suffered, and cheaper and faster online channels have become the new favorites. For example, Handu Yishe, Qatar Phone Number List from an unremarkable brand, has become a leading brand of Korean fast fashion, and has achieved the No. 1 sales result in the industry for seven consecutive years; another example is the three squirrels, who just ripped open one by relying on nuts. It took only seven years for Kouzi to become a food giant with a market value of over 10 billion yuan.