New category management focuses on refreshing brand private domain traffic planning and creating a new world of product brand planning. Excellent new category management creates excellent product brand planning value, ignites new consumption characteristics of users, illuminates new product consumption with omni-channel brand planning communication, and illuminates new user consumption value with digital marketing planning. Most new categories lead the way, or create new consumption value for new users with new retail model planning, or ignite the consumption characteristics of new users with new retail planning and operation, or create a new history of category development with new business planning. Digital technology drives the innovation of new business planning of enterprises, and digital transformation and upgrading promote business innovation such as new retail model planning of enterprises and create new categories. It is important to grasp the rhythm of category management, create new category consumption legends, ignite new category consumption characteristics, and make category perception differentiation to the extreme. "Three strategic rhythms", creating new categories and lighting up new methods of product brand planning. 1) "Create categories": gain insight into the business opportunities of category development and create new categories and new values; Establish the concept of category management and create new category consumption space. 2) "Creating high category popularity": refreshing category consumption and implanting company brand genes; Innovate brand recognition, create unique category perception and refresh category image. 3) "Establish category consumption loyalty": activate category consumption energy and amplify category volume; Improve the user's product consumption stickiness and cultivate category consumption loyalty. One of the "three major strategic rhythms"-"Creating categories": gaining insight into business opportunities of category development and creating new categories and new values; Establish the concept of category management, create new category consumption space, gain insight into the business opportunities of category development, and create new categories and new values. Excellent category management lies in constantly refreshing the thinking of brand private domain traffic planning, igniting the consumption value of new users with new retail model planning, and creating new category consumption perception with new retail planning and operation. Digital technology drives the innovation of enterprise's new business planning, and digital transformation and upgrading promote the new growth of enterprise's new business. The innovation of category management of excellent enterprises lies in constantly lighting up new business characteristics, igniting users' consumption enthusiasm with new category consumption, creating new users' consumption value with new category management, and creating new users' consumption perception with new category value. Establish the concept of category management and create new category consumption space. Excellent category management requires users to refresh their brand strategic thinking, ignite consumption value with product brand marketing planning, expand the brand discourse right of products with omni-channel brand planning, create new business planning legends with digital marketing planning, and most importantly, expand "category development space" through product consumption. The better the category, the more potential it has, and the more excellent development space it will have. The second of the "three strategic rhythms"-"creating high category popularity": refreshing category consumption and implanting company brand genes; Innovate brand awareness, create unique category perception, refresh category image and refresh category consumption, and implant company brand genes. Excellent new category construction and product brand planning require enterprises to refresh the thinking of brand private domain traffic planning, or guide enterprise brand construction with brand strategy, or light up new product consumption with in-depth user consumption insight, or amplify product value recognition with powerful digital marketing planning, or highlight high-value category management with high-value customer consumption experience, and amplify high-quality product consumption with brand management. Innovate brand recognition, create unique category perception and refresh category image. New category management comes from excellent brand awareness planning, which is superior to unique category perception and excellent category image. Excellent enterprise category management, or ignite users' consumption with high-quality products, or enhance users' experience with unique product functions, or amplify users' product cognition with exquisite product appearance. The more innovative category consumption is, the more unique category value is, and the more valuable category management is. Classic case: Based on the company's prospectus, wind, official website, annual report and the information of Zheshang Securities Research Institute, Chuanger Bio has been deeply involved in the research, development, production and sales of active collagen and its end products, and has become a leading enterprise in the field of biomedical active collagen material segmentation in China. Its products take active collagen as the core, which expands the terminal application. According to whether the ingredients of the product contain collagen, it can be divided into collagen products (accounting for 85.5% of the income in the past 20 years) and non-collagen products (accounting for 14.3% of the income in the past 20 years), in which collagen products include medical devices and biological skin care products, and non-collagen products mainly include medical devices and general skin care products. The third of the "three strategic rhythms"-"Building category consumption loyalty": activating category consumption energy and enlarging category volume; Enhance user's product consumption stickiness, cultivate category consumption loyalty, activate category consumption energy, and amplify category volume. Excellent new category management and excellent strategic star category building need to completely refresh user consumption characteristics, gain insight into the underlying cognition of category consumption, or light up user cognition with excellent product technology, or enhance user recognition with high-quality consumption value, or amplify user consumption characteristics with omni-channel category management. Improve the user's product consumption stickiness and cultivate category consumption loyalty. Different products and services create different consumer experiences. For user consumption, it is important to create new categories by polishing "excellent products", or to illuminate the unique consumption utility of products with functional products, or to amplify users' cognition with "unique product concept", or to enhance category consumption loyalty with continuous "product consumption cycle", or to light up user management by creating omni-channel new consumption space, and make every effort to create new product management. Classic case: According to the company's prospectus, the company's official website, Zheshang Securities Research Institute and other comprehensive materials, Chuanger Bio deeply cultivated active collagen medical devices and biological skin care products. From 20 17 to 2020, its revenue increased from1400,000 to 300 million, and its CAGR was nearly 3 1%. Chuangfukang and Chuangermei ranked second (20 19) and tenth (2019-2020.6 Taobao Tmall platform) respectively in the patch medical skin repair dressing and patch mask market, accounting for 8% and 2% respectively, and their brand influence continued to expand.