In the new consumption era, many mother and baby brands are still stuck in the surface breakthrough of the brand’s new vision, product homogeneity is serious, and there is a lack of innovation and value difference. As an experienced brand visual structure, Tomson Jason has accumulated a lot of precipitation over the years. Regarding the differentiated positioning of the brand, what are the classic cases and breakthrough strategies of Tomson Jackson? Recently, at the “When Consumption Iterative Wind Rises • 2021 7th Global Maternal and Baby Conference” hosted by Maternal and Baby Industry Watch, Tomson Jason CMO Zhang Yuqing shared with the theme of “How Homogeneous Products Shape Differences – Brand Systematization Strategy”. Here are some highlights:
In recent years, there are many cutting-edge brands that can jump out in a short period of time and at a very fast speed, and attract the attention of market consumers and even capital. Also in the highly competitive industry, it seems that the growth of cutting-edge brands is easier, where is the underlying logic of their rapid growth, what are the growth drivers and growth factors? This is actually in line with the theme I shared today – the brand super system.
Mr. Liu Wei, the founder of Tomson Jackson, founded the company’s three methodologies: brand new vision, brand super system and brand drama chasing. In the three-year process, the company has participated in the visual creation of 3 cutting-edge brands with a market value of more than 10 billion yuan and 26 new brands with a market value of more than 1 billion. Tomson Jason also met many excellent customers in the process of cooperation, such as Bruko, Akita Manman, Wufangzhai, etc., and I will share it with you next with brand cases.
How do cutting-edge brands shape product value differentiation?
The first is Akita Manman, who won the Jingdong and Tmall dual-platform emerging brand award this year. Everyone is making such a product as germ rice, why can Akita’s full germ rice make consumers feel the value? In fact, everyone’s products may not be very different, but Akita Mitsuru conceptually gives products a new value anchor. “94% retention rate, 90% germination rate, and 9 days short warranty” make consumers feel that it is active rice. The same is selling germ rice, but because the product is given new value, consumers feel that this product is different from ordinary germ rice.
The second is Bruke, its rival brand is Lego, also making building blocks, based on the current situation of serious homogenization of the children’s building block industry, Bruke proposed a new value anchor is large particles of children’s blocks, large bricks can be put together and become able to interact, more suitable for Chinese children.
Next, let’s talk about how to achieve high-end products, such as high-end diapers, high-end washing and care products and other high-end series of product planning. How do diapers reflect the high-end? Take Babycare as an example, the royal diapers he created are a new way to interpret consumers’ feelings about high-end.
When all diaper brands are emphasizing “high value”, Shuangran provides shopping options for mothers, and the patterns from all over the world in the Round the World series let them choose diapers for their babies just like choosing clothes for themselves. At the same time, previewing the next issue of product details during the shopping period can increase a series of interactions between brands and Baoma.
Over the past year, it seems that all food, beverages and dairy products have emphasized the concept of “zero addition”. Our customer Jane Ai is also talking about zero addition, but he will change the way to let consumers feel the value of the product – “the other is gone, is Jane Ai”, which can be implanted in the consumer’s mind and let consumers feel the difference between Jane Ai and other brands.
When all brands are talking about zero added children’s yogurt, which means that all brands are talking about the same thing, the value message may become invalid information. Jane Ai zero added children’s yogurt through value differentiation to find the value anchor of “father’s love formula”, when all our brands are talking about zero addition, help digestion, care for the stomach and reduce fat, Jane Ai mentioned a point called “the body knows”, “10 billion probiotics, sedentary new choice”, as if all points are talking about the same thing, but Jane Ai through value differentiation to find a new value anchor to interact with consumers, the product is remembered, and the price is increased.
When all the underwear industry is talking about comfort, Bananai mentioned that no feeling is real comfort, Ubras mentioned that no size is real comfort, and the core concept of this is called value differentiation to find anchors.
Reinvent consumer category perceptions and category standards
I’ll go through two complete cases, analyzing
When building a brand from 0-1, how can you establish the concept of “category equals brand”. In fact, the core point is to establish a new category awareness and category standards for consumers.
There are many well-known brands in adult underwear, but on the other hand, there is no leading brand in the children’s socks track, and most mothers still stay in the outdated concept of choosing style, appearance, and then considering size when buying socks products for babies.
Case 1: Pandakoko children’s growth socks
1) How to reshape the cognition of children’s socks?
At present, the marketing points often talked about in the children’s socks industry are comfortable, safe, breathable, and good fabric, which is the shallow benefit point that most brands will convey to consumers, that is, the basic selling point. At present, one of the pain points that has not been solved in the children’s socks industry is that 99% of children will encounter the problem of socks falling off and strangulation. Obviously, the current situation of products with only three sizes of socks for babies aged 0-13 years old is unreasonable. According to the size, age and force of the baby’s feet, the size requirements for the product are naturally different.
There are many cutting-edge brands in the mother and baby industry that are growing very fast, in fact, the core point is that now Baoma’s concept of raising babies is becoming more and more refined, and they are willing to spend more time and energy to choose more professional products and more authoritative brands for babies.
Combining the problem of heel drop and strangulation of socks with the growth and development of children’s footsteps, Pandakoko defines the anchor of brand value as “children’s growth socks”. While all brands are emphasizing the safety and comfort of socks, Pandakoko’s value point is directly related to the baby and attracts the attention of consumers.
2) Why should consumers believe that a brand can represent children’s growth socks?
Based on the relationship between “children’s growth socks” and children’s foot growth and development, Pandakoko proposed children’s four-dimensional growth socks and four-dimensional growth formula, each sock has four core parts: mouth, heel, sole and toe. Since the circumference and force mode of each part of the baby are different, the size of the socks in each part will be different, so Pandakoko derived the children’s four-dimensional growth formula, each box represents the specific value of each part, and the four series are divided according to the baby’s growth age stage, which are 6-12 months, 1-3 years old, 3-7 years old and 7-13 years old.
3) After building brand trust clues, it is the establishment of cognitive trust symbols and continuously transmitted to consumers
Make some combinations and ideas for socks, so that consumers know that each product will have its own cognitive symbol. Pandakoko in the fabric and packaging of children’s socks on more fitting, in all consumer brand contact points, by constantly emphasizing the concept of children’s four-dimensional growth socks to reshape consumer cognition, change consumers’ past “children’s socks only appearance and style options” thinking, but also change the past between peers more stuck in the price war, fight sales or fight evaluation of the deadlock stage.
Once the cognitive trust symbol has fully reached consumers, the next thing brands need to do is to reconstruct the consumer purchase logic. How do you make consumers willing to buy twice as many products at once? This requires establishing a communication matrix for the product. In China, whether adults or children, everyone’s habit is to wear a pair of socks a day, and some families in Japan will require babies to go out with a pair of socks and go home with a pair of socks. Combined with product use scenarios, we will find that there is actually a certain difference between external wear and household socks. For both outdoor and home children’s socks, Pandakoko defines its products as S-sport exterior wear series and H-omi home series. The outer wear series and sports series have higher antibacterial and tension standards, while the home series uses the impermeable and non-slip stickers on the soles of the feet as technical support points. Based on the exterior and interior series, Pandakoko has derived different branches, such as the more active universal model, the winter warmer model, the playful and cute style model and the fashion sense model.
In summary, it can be seen that Pandakoko reconstructs the brand and product system and the purchase logic of consumers, and grows according to the age of consumers, and selects internal and external scenes and product styles. The logic of consumer communication is to create a sense of comfort in terms of vision, and on the basis of comfort, add more professional embodiment, such as content with different coordinate axes, radians, and angles. At the same time, it also adopts a variety of elements with the product, such as precision data, precision weaving, four-dimensional lamination, professional children’s socks, etc. Pandakoko can take some professional information that consumers cannot understand through visual elements, make them perceptible, and add raw materials, needlework, fabrics and so on.
Combined with the brand name, Pandakoko’s IP image shaping has become the main source of creativity for product gift boxes, and we will directly reflect the measured panda image on the packaging, reflecting the brand’s professional research on socks products. After consumers open the package, they also see the four-dimensional growth formula content on the products inside.
Pandakoko constantly emphasizes the new concept – children’s four-dimensional growth socks, which refers to age, foot, temperature and developmental fit. In the simplest language, consumers feel the value of the product, so Pandakoko mentioned that different ages, different sizes, go out a pair of socks, go home a pair of socks, each product has its own unique coordinates, divided into 1-4 segments by age.
4) The core of the brand super system: value anchor
Next, I would like to highlight Tomson Jason’s methodology. To build a super system of the brand, on the one hand, it is to find the value anchor of the brand, for example, the brand value anchor of Hua Xizi is oriental cosmetics and flower cosmetics; On the other hand, it is to put forward value anchors for consumers to trust the brand, such as the four-dimensional concept and communication matrix of children in Pandakoko’s case, through the four age stages, internal and external scenes, communication with consumers, and through the brand’s comfortable sense of professionalism, so that consumers can feel more and more professional and authoritative of the brand.
In the brand systematization, the content that the brand must include is the super product matrix, brand communication matrix and value communication matrix, and finally form a super system map.
Case 2: AQPA baby and toddler clothing
How does AQPA Baby Clothing communicate with consumers? Almost all brands in the industry will emphasize the comfort, safety, good fabric, good breathability, etc. of baby and children’s clothing, and these shallow benefits are meaningless to consumers, because they cannot feel the value point.
AQPA’s brand name is difficult to form consumer perception, consumers often do not know the meaning, so need to find new value anchors through value differentiation, baby clothes are made of cotton, and cotton is refined through crops, the best state of freshly picked crops is the freshest, so “good clothes, to be fresh” is the value anchor of AQPA. Next, through the cognitive model, the flashpoint model, and the communication model, a new visual communication bridge between the brand and consumers was created, and an IP image called “flying little hippopotamus” was created for consumer interaction.
No matter what expressions, clothing, and props are given to AQPA, it is to enrich the interaction between the brand and consumers. Build the value anchor of “good Harmon, want fresh” and trust clues of “small hippopotamus grows cotton” and “fresh cotton makes Harmon”, so that consumers believe in the concept proposed by the brand.
Nowadays, many brands are still stuck in the surface breakthrough of the brand’s new vision, but differentiated appearance is only the basic skill of turning from the era of selling goods to the road of branding, and the era of beauty-based brands will be fully upgraded to the era of brand systematization and brand drama in the next 3-5 years. Only by using matrix products to continuously, frequently and effectively communicate with consumers about the brand, and at the same time truly achieve brand chasing and brand addiction, can we become the king of the next brand era. That’s exactly what Tomson Jason helps brands work with. Thank you.