2018 " double 11 " , a price is 66 yuan " Ecuadorian pink is gotten " ice-cream horizontal sky is born, spoondrift was contributed in consuming orgiastic tide overnight then.
In those days, the ice-cream brand of its backside -- bell Xue Gao established 5 months merely. Store of flagship of cat of bell Xue high overhead is formal on May 20 go up line, will jump category rising ice to look in June the 2nd; Double 11 implementation sale exceeded 4.6 million yuan that day, 20 thousand " Ecuadorian pink is gotten " with 66 yuan / piece the price is bought inside 15 hours empty.
One battle and red hind, brand of ice cream of this Chinese style, made trend very quickly.
On April 25, lin Cheng of Zhong Xue's tall president innovates in FBIF2019 food drink forum accepts Kr8 to interview, the past that debated bell Xue Gao and now, also disclosed next new act.
Lin Cheng of bell Xue tall author, advisory management experience of more than 15 years is had in course of study of moral of quick pass the time in a leisurely way. He is to make the behind the curtain of brand of much home famous ice-cream hold dish of hand at present, can say the behind the curtain that is brand of Chinese popular ice-cream to shove a hand.
The Lin Cheng of the path of sale of deep know well, to how making popularity, having oneself methodology. He says frankly, popular essence is the new move that achieve the product perfection and realizes ceaseless iteration.
"It why say to make a popularity is not difficult to why say to make a popularity? Above all, what the product can accomplish some dot to go up is different, very exceeding different. Such example is OK adduce is very much, hot, turkey face, want average consumer only not quite accepted product is done can attract everybody to pay close attention to, this kind of attention is in attempt period is very easy and popular; It is to build a topic next, make it complete the net is ceaseless fission, this difficulty is a bit tall, also be the 2nd method that goes doing popularity; The 3rd, build through periphery situation, find a few large networks the red, brand that cross a boundary, let more person undertake endorsing to new thing " , lin Cheng says, when can above let new brand or product very quickly, harvest the attention of consumer, make it certain level land is popular, this is become namely " popular " methodology.
Large sheet tastes a times no longerAfter popularity, next?
Chinese any sale is in the civilian battalion enterprise of above of 3 ten million today, the product SKU of great majority is in big a few get on 100 even. Lin Cheng thinks this is not a favour, because the logic of its backside is " produce all products " , but this kind relies on a product to taste a times to had gone for the large sheet of king, this also is Zhong Xue is in high all the time the thing of self-communion.
Large sheet tastes the interest of an user, be fond of to be put in a sheet to taste entirely, if happened,change can have a trouble. Lin Cheng tells everybody, "Think back to, in last few years China has large sheet to taste rarely appear, a thing sells now 300 million, 1 billion pretty good, large sheet is tasted the meeting is less and less, the large sheet that appears accidentally is tasted also meet less and less. Because consumer needs more and fresh stimulation. Say large sheet tasted a times to go so, lifecycle also is met shrink. Lifecycle also is met shrink..
If do not do large sheet to taste, what should that do?
Astral Buck is the case of level of a schoolbook: What is he won't communicate Xing Bingle with you forever, rub what is card, he can let you remember astral Buck only. Only he can do the flavour scarcely of astral Buck, if passed 5 years,be 3 years only even, does whole consumer atmosphere turn how to when be another taste, do?
"Do asymmetry of the information when large sheet is tasted so, change is unhappy, the company popularizes large sheet to taste with a 100 million resource. After should doing one individual quantity to go up, this large sheet tastes the lifecycle with meeting very long course. The enterprise is thrown need not so big, but in a steady stream creates profit ceaselessly. Becoming this business risk today is us beautiful very much money makes large sheet taste, even if went up, bonus period also shortened, this is a very terrible thing " , lin Cheng says: "So our viewpoint is, taste does not need to be remembered, we can make the sheet that come taste, others also can be done, although not be 100 percent same, also can do almost. If be done so? Is the product coessential change how should do again? So, we let them remember Zhong Xue is tall, is not a certain taste that remembers Zhong Xue is tall. is not a certain taste that remembers Zhong Xue is tall..
What bell Xue Gaoxi hopes consumer remembers is brand and rather than a certain taste, but this brand is not fixed, change at any time however.
"Bell Xue Gao Congsheng comes out to rose that day, we did not become brand fixed position to oneself, pursue cry ' flexible the brand is politic ' . Imagine us into a ball the brand namely, it is brave that it is met today, tomorrow can be kind-hearted, the day after tomorrow can be quick-witted. It is shown is different pattern before different now person " , what Lin Cheng explains Zhong Xue is tall so is flexible the brand is politic.
Simple for, zhong Xue wants high to let consumer stick label, is not he go sticking label, take this label to face all consumer.
Cite a case, arrived from June last year in December, zhong Xue did nearly 20 high to shine quickly in all, each subject that shows an activity quickly is different. The first K11 market that shows an activity quickly to be in Shanghai, the first time that is bell Xue Gao then appears, planted in bazaar atrium 5200 helianthus, turn a floret into the sea.
"Automatical Zhong Xue is tall " show mobile scene quickly
"We appear for the first time, what to want to say with consumer? Zhong Xue's expensive major product is 0 those who add, it is more natural, so the theme of this activity is -- automatical Zhong Xue is tall, ice-cream is combining the beautiful sea of helianthus, what it brings is natural health. " Lin Cheng is explaining.
The summer later, what Zhong Xue did wind of colour of a dazzle high in people square again is fast shine, glow, special cruel dazzles. That is sending out of midsummer breath show inn theme quickly to be called " if Xia Huazhong Xue is tall,be born " .
"If Xia Huazhong Xue is tall,be born " show inn quickly
Zhong Xue is tall, in Logo in front have an alterable thing, it can be " sapid Zhong Xue is tall " , "The Zhong Xue that has a story is tall " , be " sweet Zhong Xue is tall " , countless change. Strive for when appearing between your eye shot through media enlarge when us every time, you can feel Xue of the first your impressional bell is mixed high the 2nd times different. This is Lin Cheng tall to Zhong Xue flexible the pursuit of brand strategy.
But this kind flexible whether can brand strategy blur brand the acknowledge in consumer heart? Lin Cheng has different view.
Above all, differ with the functional sex product such as shampoo, this plants ice-cream everyday food, nonexistent strong function is nodded. "You eat a cracker today, you think how, you want to grow a wing " , lin Chengjiang moves not exaggerated setting, "Ice-cream cannot solve a problem. You quarrel with your wife be not solved, you rise duty raises without method, all trouble are not solved among your life. All trouble are not solved among your life..
What can that bell Xue Gao bring consumer?
"The business that Zhong Xue can do exclusively high is, a minute this when eat in you, you feel a bit sweeter a little, only this just. Without the thing of functional attribute, do not stick functional label by force to oneself. You must say you are much more healthy, resemble saying we say to eat ice-cream health. But have a the simplest reason, you consider health today, your best method is to depend on what don't you eat, is not to depend on what to eat. is not to depend on what to eat..
Next, lin Chengju exemple, if taste the strong mark sign in of the card to be returned today so if the canal is used, how should we explain, those a few we once in the heart illustrious and famous, is the brand outstanding achievement like god of at the summit of one's power in gliding fact?
"Go because of you bits, others also can be accomplished go bits; You are complaisant others also can be accomplished complaisant, just be they are accomplished with the means of other. You use a plant, I am used Chinese square, he reachs this function point with the means of other. He reachs this function point with the means of other..
In the final analysis, lin Cheng thinks any competitive camp that are based on product itself, actually not tall. "Because you are not high-tech product, you are not orbiter, you are not a rocket blast off, other trademark does the business that you can accomplish get. This kind makes gotten case, the problem that what everybody comparing goes all out is transmission capacity " , lin Cheng replies.
The development to future plans, lin Chengxin heart is very. It is reported, zhong Xue is tall the target this year is to will sell dimensions to break up fourfold, will deliver goods limits enlarges countrywide 1/2 from the countrywide 1/3 area last year even 2/3. In addition, zhong Xue still will be in high 5, will roll out in succession in June taste newly, lin Cheng speak bluntly " assure to shake " !
Say like Lin Cheng: "The period that we experience is unprecedented, internet development is rapid, the development of each enterprise has no longer consult content, original study object is already insufficient, chinese brand is moment wants ' ablactation ' . Chinese brand is moment wants ' ablactation ' ..
Current each consumption business is facing unprecedented challenge. And Zhong Xue's high end, be after becoming popularity, make the habit of consumer.
Look insufficient"36 krypton innovation seeks advice " date of small letter public is in wait for you.
