Some people say that Chinese business in 2021 will be a year of new consumption. Of course, the new consumption era has arrived, and various new consumer brands are emerging one after another. However, "a new generation replaces the old", some people come in, and some people leave.
Entering 2021, if you observe the market carefully, you will definitely find that a large number of familiar brand stores have begun to withdraw from the market one after another, suspending operations, transferring popular stores, etc. It is even more commonplace. These brands used to be what we call "Internet celebrity brands", but they cannot keep up with the times. Coupled with the crushing impact of the epidemic, it is normal for them to be forced to withdraw. The ultimate reason for the failure of these brands is the lack of sufficient sense of crisis and continuous change capabilities.
In fact, brands have a life cycle, but the abnormal death or decline not only makes people think deeply, what did they do wrong? Looking back at the brands that have survived in the market, what have they done right?
"Hermès in the breakfast industry" has withdrawn from many cities and cannot meet consumer demand
At the end of December 2020, Taoyuan Military Village, which has taken the tea drinking industry by storm, also closed its only remaining store in Hangzhou, and the Binjiang Powerlong City store quietly closed. In fact, its stores in Chongqing, Wuhan, Nanjing, Hefei and other cities have been closed one after another. Currently, there are very few stores of this brand left across the country, and business is not very good.
After market research, it was found that this milk tea shop was indeed favored by consumers because of its good looks at the beginning. However, with the surge of various tea drinks in the market, , there are countless tea drinks with good looks. As one of the Internet celebrity drinks, Taoyuan Military Village was complained by consumers because of its products: "high price and low cost performance." When the Internet celebrity effect decreased sharply, when the product could no longer support its premium, it was just the high rent. , operating costs, and labor costs will crush themselves to death.
Market competition is cruel and ruthless. Survival of the fittest is the law of survival. No matter what business type, there are always those who do very well, some who do average, and some who do even better. A bad company. In fact, the brands listed above are just the tip of the iceberg among the brands that have declined in the retail industry.
Looking back at the brands that have done well in the tea beverage industry, HeyTea and Naixue are definitely the leading brands in the tea beverage industry. Secondly, let’s look at the waist brands Coco and Chayanyuese in the tea industry. Their affordable prices can also capture the hearts of consumers. Even tea brands such as Womang and Taimang, which have surged in the tea market in the past two years, have also captured the hearts of consumers with their strong strength and established a firm foothold in the market. What are these brands for? What did they do right?
After market research, it was found that these brands can dominate the market and can share the big cake of tea drinks because they have a *** Sex: Good appearance is a normal operation, but product taste and brand creative marketing are even more hard-core operations! The reason is that there still needs to be a strong team behind the brand to support it! For example, product supply chain; for example, if a brand wants to continue operating, does it also need a team plan? Therefore, there are reasons why some brands are successful!
Naturally, as more and more brands continue to emerge, how to reshape brand value is a topic worth exploring. How to focus on product quality and differentiation, and constantly Innovating and iterating to seize a place on the track is worthy of consideration by all brands.