Ability to produce or not to raise" has always been a bigger pain point in new product marketing.
In the past, most of the new products of most companies did not have a special marketing budget for communication and promotion, and could only carry out channel distribution and shelf display. The new products launched on the market have already been regarded as "first-class citizens". For those heavyweight new products that can obtain special budgets for advertising, they are definitely "people's dragons and phoenixes".
Therefore, there are many new products, but few of them can be heard or seen by target consumers. I have to say: In many cases, the more new products are developed, the greater the waste of resources! Obviously, the situation is even worse now. Personalization of consumer demand and fragmentation of consumer touchpoints have resulted in higher and higher promotion costs for new products and worsening effectiveness. What should I do?
Only the private domain can solve the worries.
Where is the most accurate and large number of new target users?
Under a high probability, the original users of a brand are all or a considerable part of the target users of the new product. The private domain has a large number of existing consumer users, including heavy consumer users. They have knowledge and even preference for brands, are most likely to be willing to try new products, and are most motivated to recommend new products by word of mouth. How can such high-quality users and seed users be missed?
With a private domain, not only will you not miss it, but you can plant grass for free, high frequency, and personalized for different groups of people. That's right, the speed, efficiency, and effect of new product promotion are bound to double, but the difference is only a few times, or dozens of times.
At the same time, the wonderful thing is that promoting new products in the private domain is not a consumption at all, but the best "energy supply". Because private domain operation requires content, and new products are one of the content that users like and need most, and it is also one of the content that can best reflect brand vitality and technological strength. Perfect!
In a word, if there is no private domain, no matter how fragrant the wine is, it cannot escape the deep alley. Except for the money-burning model, of course. Therefore, private domain is the engine of new product promotion.
3. Private domain is the engine of service upgrade
For many consumer goods manufacturers and retailers, what is a service? After sales? Install?
Yes, but there is another very important, even more important in many cases, that is information service, and it is one-to-one, or even many-to-one, just like in the 2B industry, each company is responsible for each A big customer is the same as attentive service.
Red Star Macalline's more than 2,000 designers and star butlers interact with 10 million mid-to-high-end home improvement users online every day, interacting with home improvement design, construction pit avoidance, cutting-edge goods purchase, evaluation reports, big promotions, live broadcast group purchases, etc. All kinds of hot topics, you and I.
Kidswant’s more than 7,000 shopping guides also have multiple roles. As professional parenting consultants, they serve tens of millions of members in real time, and act as “universal treasure boxes” and “walking parenting encyclopedias” for new mothers, becoming Kidswant and its members An emotional bond and a bridge of trust.
More than 1,600 optometrists in Baodao Glasses are not only shopping guides in stores, but also grass-growing experts on platforms such as Dianping, Xiaohongshu, Douyin, and the community. All kinds of practical problems; Perfect Diary’s professional official operation and massive tap water team are also active on Xiaohongshu, WeChat, Tmall, Douyin and other platforms every day, interacting with more than 40 million fans at any time, “New product country email list release- Free Trial - Tutorial - Feedback - Behind the Scenes", everything is wonderful.
Xtep’s 17,000 shopping guides are not idle. Every day, through DingTalk, live broadcast, mini programs and other channels, it provides users with fashion recommendations, new product launches, co-branded fashion reservations, show specials, and popular in-app purchases. .
Originally, cat food was more extreme. There were about 30 online pet raising consultants, including a physician expert group, a behavior training group, and a nutrition professional group. Doctors include managers and clinicians from well-known offline pet chain hospitals, with rich professional knowledge and clinical experience in pet medical care. They answer pet light medical questions online 24 hours a day, and provide free remote diagnosis...
In the past, these services had to be carried out through face-to-face, customer service calls, emails, etc., which was inefficient, high cost, and poor experience; but with a private domain, it will be very different, serving consumers online anytime, anywhere, providing instant response, allowing consumption enjoy the feeling of being pampered.