Driven by capital, Perfect Diary, Huaxizi, Zhurou, Yuanqi Forest, and Daily Heiqiao are experiencing an unstoppable “back wave” in the consumer retail industry. These new consumer brands have taken just a few years, or even a few It took just a few months to complete a track that would take traditional companies ten years to win the market. However, in the face of the peaking demographic dividend and rising marketing costs, how can new consumer brands avoid "flash-in-the-pan" and build everlasting brands across cycles? Recently, the "2021 New Consumption-Brand Full Link Smart Growth Report" (hereinafter referred to as the "Report") released by Weimob Group, a smart business service provider, pointed out that these new brands encountered traffic anxiety while experiencing marketing growth, and revealed the new The traffic-breaking password behind the rise of consumer brands. The report believes that under the marketing trend of integrating "public and private domains", new consumer brands should first avoid the "involution" of price wars and traffic wars, and must make "effective connections" with users to open up front lines for the purpose of building a private domain matrix. Links and back-links form a "full-link marketing closed loop" to truly achieve sustainable growth of the brand. Crossing the river by feeling the stones, how do new consumer brands come ashore? Since last year, new consumer brands have been making frequent moves in the capital market, receiving financing and being listed intensively. For example, Zihaiguo completed a Series C financing of more than 50 million US dollars, with a valuation of US$500 million; Wang Baobao, which has cereals as its core product, completed a Series C financing of several hundred million yuan; Perfect Diary was listed on Nasdaq, and on its first day of listing, its market value exceeded US$12.2 billion. However, while new consumer brands are enjoying the "flowers and applause" of the capital market, "new consumption" is like a coin with two sides. "Rollover incidents" about new brands have also frequently broken out, exposing the pain of brand development. According to Alibaba’s official data, the survival rate of new brands that entered Tmall in April 2017 was less than 50% one year later; the survival rate of new brands that entered Tmall in 2018 after one year would drop by another 4%; in 2019 After years of settlement, the 1-year survival rate dropped by another 12%. "New" is always a relative concept, and liking the new and hating the old is a characteristic of consumers. Faced with the rapid iteration of many brands, how to achieve "high conversion" and "sustainability" for new consumer brands that are "crossing the river by feeling the stones" is an urgent problem that needs to be solved. In this context, brand placement has shifted from a “high exposure” mindset to one that pays more attention to effect transformation. Taking the typical new consumption industries "retail and e-commerce" as an example, according to Weimob's own data, the scale of performance advertising in the retail and e-commerce industries accounts for 83% and 92%. The report shows that advertising formats that can directly generate revenue are highly sought after by brands. Among various advertising types, 65% of brands prefer information flow advertising. Because it can combine big data and AI to achieve precise delivery and accurate effect evaluation, it can better meet brand marketing needs. However, compared with a single conversion of "buy and go", new brands want to achieve long-term connections with consumers in marketing. Especially under the "Matthew Effect", most traffic is divided up by leading brands. More and more new brands are limited by their own capabilities, and the growth rate of sales cannot keep up with the increase in traffic costs. At this time, new brands have to find the next "pond", and the emergence of "private traffic" can solve the problem of brand traffic anxiety to the greatest extent. According to the Weimob Report survey, 45% of brand online marketing investments are aimed at building private traffic, laying a solid foundation for further interaction between brands and consumers and subsequent conversions. Yang Juehui, general manager of the Private Domain Operations Center of Weimob Group’s Smart Marketing Business Group, said that having more traffic currently no longer means reaching a larger market. How to build a brand's own private domain traffic, achieve more efficient interactions with users, and establish more direct and in-depth connections is becoming the focus of brand marketing. Competing for new consumption traffic and building private domains has become a key core. The rise of new consumer brands inadvertently reveals the changes of this era - consumer groups and consumption concepts have changed. No matter in terms of consumption preferences, regional purchasing power or consumption concepts, new consumer groups have Showing a unique side: they like to shop on "new" traffic platforms such as WeChat, Douyin, Kuaishou, Xiaohongshu, and Baidu, and are the "main force of consumption." In this context, it is difficult for new consumer brands to break out of the multi-point platform by relying on a single point of outbreak. They have launched "private domain operations" on multiple platforms to build private domain positions for the brand and achieve full-link marketing. For example, we use WeChat public accounts, mini programs, enterprise WeChat and other products to tell stories in the private domain; by establishing Douyin, Kuaishou "enterprise accounts" and "group chats", we integrate communication content into short videos, live broadcasts, etc., to precipitate the brand. Private domain; use Xiaohongshu’s “grass planting” to establish a private domain through “brand account”; use Baidu’s “Baijia account and mini program” to operate the private domain. Although new consumer brands in various industries are beginning to realize that the private domain is the future trend of brand growth, to truly implement the private domain at the execution level, social platforms have become the first choice for brand private domain, and WeChat is the preferred platform. A survey by Weimob New Consumption Report shows that WeChat has become the first choice for over 90% of new consumer brands to build private domains due to its huge social traffic and its ability to accurately target target groups. On the other hand, Tencent’s latest financial report shows that the combined number of monthly active accounts of WeChat and WeChat is 1.25 billion, and the transaction volume generated through mini programs has more than doubled year-on-year.

This shows that more and more consumer behaviors are completed within WeChat. How can new consumer brands seize this "private traffic" that is gaining momentum? Within the WeChat ecosystem, new consumer brands can use WeChat’s various public domain traffic channels, such as WeChat advertising, Moments, Souyisou, etc., to accurately delineate target groups, and use public accounts, video accounts, WeChat communities, mini programs, etc. Provide a complete infrastructure for the precipitation of brand private domain traffic. According to Weimeng’s own data, brands obtain public domain traffic in the WeChat ecosystem and through private domain operations, advertising ROI has been significantly improved, increasing by 25% in 15 days, 47% in 30 days, and 67% in 60 days. Mini programs are one of the strongest conversion scenarios in the WeChat private domain traffic ecosystem. Brands tend to engage in private domain accumulation through public accounts, mini programs and other scenarios, accounting for 68% and 60% respectively. The report pointed out that with the help of the private domain operation of mini programs, the brand's monthly advertising comprehensive ROI (mini program mall total GMV/advertising generated GMV) has achieved a significant improvement; compared with the first month, the comprehensive ROI in the second month increased by 64%, and the third month's comprehensive ROI increased by 64%. The monthly comprehensive ROI increased by 112%. With WeChat’s powerful public domain traffic, the advantages of corporate WeChat and video accounts are gradually becoming more and more prominent, and therefore they have become a private domain position that brand owners cannot ignore. However, from the perspective of brand marketing, most of the traffic on the platform is "passers-by", and each platform has different marketing plans and marketing methods. The full-link digital scenarios between different platforms are fragmented. In addition, many public domain traffic pools do not originally have complete private domain conversion capabilities, especially in content communities, user independent searches, etc., and there are obvious shortcomings in assisting brands to build long-term private domain traffic pools. Weimob's questionnaire survey shows that the problems faced by new consumer brands are mainly concentrated in problems such as single content materials, scattered distribution channels, and mismatched distribution audiences. In terms of private domain operations, problems are mainly distributed in marketing tools, organizational talents, and operational efficiency. aspect. Among them, the accumulated private domain traffic cannot be converted into repurchase through effective operation methods, which has become the primary problem for brands. At the same time, more than 80% of brands pay more attention to post-SaaS link conversion, hoping to provide SaaS tools, etc., to increase advertising conversion rates and build private domain traffic pools. So, how can new consumer brands effectively connect the public domain with the private domain? As the "middleman" for enterprise digital transformation, Weimob's solution is the "TSO" full-link marketing strategy, in which T stands for Traffic; S stands for SaaS tools; O stands for Operation. . It is understood that Weimob "TSO" helps brands break through fragmented marketing and promotion. It not only opens up the front and back links of marketing, but also provides marketing strategies for brands in different link digital scenarios to achieve the growth of private sector formats. With the help of Weimob, "KOC+UGC" is used to build a "planting grass - raising grass - pulling grass" private domain matrix. It is reported that Winona and TEAMPRO***, a subsidiary of Weimob, worked with authoritative media, beauty and fashion bloggers, dermatology experts, etc. to create high-quality UGC content, allowing marketing to generate traffic and achieve a repurchase rate of 44%. Not only that, in order to ensure the brand's precise marketing of private domain traffic and improve brand repurchase and conversion rates, Weimob and Tencent Security recently jointly established the "Private Domain Security Laboratory" and released the laboratory's first cooperation result - for support "Marketing Guarantee" for the security construction of the enterprise's private domain, and launched the "Private Domain Acceleration Plan" to protect the brand's digital transformation. Yang Juehui said that Weimeng "TSO" has currently been piloted by nearly 30 brand merchants, and the efficiency of private domain operations has been significantly improved, and industry solutions for apparel, beauty and skin care, food, 3C and other industries have been initially formed. It is worth mentioning that in order to help more industries and customers enjoy private domain dividends and increase full-link marketing services, Weimob Group not only adjusted its organizational structure this year to ensure the long-term implementation of the strategy, but also established a private domain growth center and holding subsidiaries "TEAMPRO" aims to integrate precision marketing and digital operation capabilities through Weimob SaaS system. A review of private domain strategies in six major industries reveals the secrets of traffic "breaking the circle". If new consumer brands are unable to achieve traffic "breaking the circle" and quickly occupy users' minds, they will easily be trapped in the traffic, fall into a growth bottleneck, and even have an existential crisis. However, in the face of more and more public domain traffic platforms and dazzling marketing methods, how can brands use all public domain traffic for their own use and build competition barriers through private domain operations? In fact, it is not without examples that new consumer brands want to break through the traffic dilemma. Weimob shows six major industry cases in this report. It has now helped beauty, food, traditional retail, clothing, digital, etc. to run through the full link. It also proves that TSO full-link marketing strategy is adopted by more and more people. Brand application into digital practice. They have achieved new brand growth by relying on Weimob Digital Business's SaaS products and digital media's precision marketing and other services, such as "grass planting", live video accounts, community marketing and other new channels. The Weimob report reviewed the success of six major industry brands in "breaking the circle" and revealed the different "traffic passwords" behind them. Take the beauty industry as an example. As a high-frequency consumer industry, relying solely on offline terminals to find users has gradually fallen into a bottleneck. Coupled with the upgrading of the consumption concepts of the new generation of young people, this means that the beauty industry must choose new marketing methods. As a domestic high-end skin care brand, Lin Qingxuan, with the help of Weimeng, uses "KOC + UGC" to build a "planting grass - raising grass - pulling grass" private domain matrix.

It is reported that Lin Qingxuan uses shopping guides as an entry point, communicating with customers to answer questions, looking for customers' skin care needs and sales opportunities, and setting up a "content factory" to create high-quality UGC content, so that marketing can bring its own traffic, and ultimately accumulate more than 1.7 million private customers. Number of domain users. Under the trend of "stay-at-home economy", the food industry needs to maintain long-term contact with target users in order to increase user stickiness. As a plant-based meat delicacy that was only officially launched in 2019, Zrou is deeply involved in "enterprise and micro + community" with the help of Weimeng, building a brand private domain traffic pool, and conducting refined operations according to different communities. In the end, the advertising conversion rate reached 22.1%; the number of community members reached nearly 20,000. In order to be closer to the consumption patterns of young people, the traditional retail brand "Yadea" is also accelerating its entry into the ranks of "new consumption". In addition to "expanding territory" in online marketing, it also accelerates "invading" consumers' minds through advertising and multiple rounds of KOL. At the same time, Weimob helped Yadi live broadcast on the dual platforms of Douyin and WeChat mini program. This "marketing combination" achieved a record of 75,300 units sold in 3 hours of live broadcast. In addition, "ERDOS Ordos" in the clothing industry and "Mengjie Home Textiles" in the home decoration industry have chosen to start with video accounts and live broadcasts as long-term marketing tools to accurately expand their private domains and achieve further increases in sales. "Lenovo Laiku" in the digital industry has established a new all-time and all-domain consumption model through online and offline integration, supplemented by "live broadcast, community, cloud store, store" and other transformation scenarios to achieve "7*24" storefront "Full-time online, providing users with more experiential consumption scenarios. Looking at the typical brand traffic breakthroughs in the report, it is not difficult to find that their most common feature is that they avoid the "involution" of price wars and traffic wars, and turn to opening up all touch points and all links, as well as multiple Each link can be used to build a private domain pool at the same time. Judging from their experience in building brands, building private domain traffic can better achieve sustainable growth for the brand than "one-and-done sales." It is these successful cases that have made Weimob’s strategy of deploying private areas and increasing full-link marketing unanimously recognized by institutions. CITIC Construction Investment issued a research report stating that it is optimistic about the competitive advantages of Weimeng in the private domain traffic platform mainly based on WeChat, and is optimistic about Weimeng Group’s large-scale customerization and TSO full-link marketing strategies; CITIC Securities believes that TSO is expected to precipitate a relatively large number of products within the year. Mature cases will further open up monetization cases for large customers and contribute to mid-term performance growth points. Weimob Research Institute believes that in the long term, with the rise of private domain traffic, new consumer brands will pay more attention to the precipitation and transformation of traffic in marketing and build a private domain operating position for long-term growth. The marketing concept will also shift from "traffic is king" to "full-link digitalization", in which good content creativity will become the "finishing touch". At the same time, brands’ private domain monetization models are increasingly showing diversified features, such as advertising, community operations, content planting, etc. Brands need to develop private monetization models based on their own characteristics, rather than blindly following the trend. At this time, finding a professional third-party service provider and leveraging their technology and data strength to build your own private domain platform can be a time-saving and labor-saving option, or it may become the best solution for new consumer brands to achieve "traffic breakout".