According to incomplete statistics, from January to June 2021, there were a total of 333 financing events in the new consumer sector, with a financing amount exceeding 50 billion (excluding undisclosed multiple financings, with a total amount of about 47.6 billion). In recent years, cutting-edge consumer forces have broken through the label of "emerging niche brands" and become a "megatrend" in large industries:
a. Giant companies have begun to enter the cutting-edge consumption track, accelerating market competition through investment or acquisition of cutting-edge brands;
b. New cutting-edge brand service providers and infrastructure are constantly improving, and some service providers and suppliers have joined the Red Sea to transform into self-built brands;
c. Cutting-edge brands have brought about changes in offline retail, and the new offline retail model has won the favor of the public.
So what exactly is a cutting-edge brand? What is the underlying logic behind the growth of cutting-edge brands?
The Guanyuan data team spent several months working together with a number of retail consumption industry research experts to sort out multiple domestic subdivisions and tracks, sorting out the unique development path, growth stage and digital operation methodology of cutting-edge brands, and the top 10 Benchmarking cases of cutting-edge brands in the industry, and compiled a "2021 White Paper on Digital Operation of Cutting-edge Brands".
What exactly is in this "White Paper on Digital Operations of Emerging Brands in 2021"? We have sorted out the essential content for you, let's take a look first!
Cutting-edge brand "six new models"
When people use the term "cutting-edge" to define a consumer brand, it means more of the brand's innovative features and rapid growth. The development of cutting-edge brands should not simply be defined as "goods selling well", but its meaning should be defined from multiple perspectives.
In the "2021 White Paper on Digital Operation of Cutting-edge Brands", Guanyuan Data put forward the "six new models" of cutting-edge brands, including new consumer demand, new channel model, new marketing method, new brand concept, new digital technology and new organizational ability, etc. In six aspects, most cutting-edge brands currently appearing in people's field of vision have at least 4-5 of the "six new features".
Five Stages of Growth for Emerging Brands
What is the underlying growth logic of the current cutting-edge brands from their establishment, popularity to Changhong? And what kind of cutting-edge brands can truly cross the cycle and become a brand with sustainable growth?
Based on the cooperation experience of the world's top 500 companies and hundreds of retail and consumer companies, and after studying the growth paths of dozens of cutting-edge brands, Guanyuan Data believes that the growth process of cutting-edge brands can be divided into five stages, and tries to refine the growth process of cutting-edge brands. The common characteristics, challenges and pain points in these five stages, as well as the corresponding "digital growth strategy".
Five Methodologies for Digital Operations
Cutting-edge brands need to choose data products with high scalability and flexibility, and start accumulating data from the early stage of the brand to prepare for the upcoming surge in business. At different growth stages, the core pain points and problems faced are also different. Therefore, on the basis of flexible and easy-to-use products, targeted solutions corresponding to the growth stage are also required.
Combining the successful experience of excellent brands with its own cooperation practice, Guanyuan Data has refined the "Five Digital Operation Methodologies" in the "2021 White Paper on Digital Operation of Emerging Brands".
Benchmarking Cases of Ten Emerging Brands
For cutting-edge brands, each segment has its own leader. In the face of constant homogeneity and complex and ever-changing competition, "digitalization" is undoubtedly the only way for cutting-edge brands to break through the growth dilemma. project.
To this end, we have sorted out 10 cutting-edge brand benchmarking cases, deeply disassembled their digital operation system, took you to quickly understand the growth methodology of domestic top brands, and targeted to solve the difficulties and pain points of digital operation. These include Yuanqi Forest, Jane Eyre Yogurt, Oran Little Red Riding Hood, The Mystery of New West, Dear Boyfriend, NEIWAI Inside and Outside, Nayuki's Tea, Guoquan Shihui, etc.
At present, although domestic cutting-edge brands are still in a period of vigorous prosperity and radicalization, in the long run, how can brands maintain long-term vitality, how to build competition barriers through technological and scientific methods, and enter the post-link era?
In this regard, cutting-edge brands themselves also need to start from a global perspective and think about how product iterations, marketing models, and supply chain models can adapt to the challenges of an uncertain era, so as to avoid pitfalls such as dividend fading, user loss, and supply chain imbalance. Adhere to long-termism in flexible changes, and use scientific digital development methodology to achieve sustainable brand development.
Now pay attention to the official account of Guanyuan Data to participate in the activities
You can get the white paper for free!
