Have you noticed that as long as you walk into major shopping malls and commercial streets, whether it is business district design, visual effects or merchant settings, you are constantly strengthening the interactive function with consumers?

That is to say, through experiential commerce, it can strengthen consumers' stickiness to shopping malls, so as to increase consumers' stay time and promote consumption.

In fact, this experiential consumption has already extended to another battlefield - the new consumption field.

For brands, how to formulate more accurate development strategies in the era of experience economy is particularly important.

Recently, the theme of "Brand Growth Strategy in the Era of Experience Economy" was shared by Wang Zhiquan, partner of CloudTing CEM, focusing on the 0 and 1 of new consumer brands, the whole journey of customer experience, customer data contact feedback mechanism, and customer experience supporting the brand. The improvement of the whole link and other aspects brought detailed analysis, which led to many in-depth discussions.

1. Doing a good job in marketing is not the same as doing a good job in a cutting-edge brand

What exactly does the 0 and 1 of a cutting-edge brand continue to develop?

Now a large number of cases, including some professional media articles, have been analyzed, and the first step for a cutting-edge brand to start from scratch is marketing.

So, are all new and cutting-edge brands going to focus on marketing from the beginning? Is it possible to continue to do a good job in brand growth by doing a good job in marketing?

Here is a picture to share with you:

On the left is the recently popular marketing content of Zhong Xuegao's entire network of grass planting. After careful packaging and promotion by KOL and KOC, it has attracted the attention of a large number of consumers;

On the right are some core views extracted through intelligent analysis after collecting the feedback data of all user evaluations of this brand in the whole network.

Zhong Xuegao's consumers pay more attention to the taste, taste and experience of products. You can see that the most significant indicators of product taste, taste and experience are the indicators of product taste, taste and experience.

On the contrary, the product appearance, appearance design, etc. highlighted by the brand in a large number of marketing are not among the primary concerns of consumers.

Earlier, some media summarized the brutal growth of cutting-edge brands into three marketing strategies: first, find KOL and KOC to put 5,000 cursive articles on Xiaohongshu, then publish 2,000 questions and answers on Zhihu, and finally find head anchor Wei Ya , Li Jiaqi brought the goods, and the mid-waist anchors shopped all channels online, so that basically a new brand prototype can be created.

We believe that in the long run, this heavy marketing model, especially the high investment marketing strategy, can make the brand continue to grow is uncertain.

For example, a well-known beauty brand is entirely based on Xiaohongshu’s heavy investment in bloggers and cursive texts, but judging from its financial report, its annual marketing expenses are even close to revenue.

So this path is not easy to replicate, which is what we are discussing today.

As an indispensable means for the growth of emerging brands, marketing can be sustained but not heavily or excessively invested. For emerging new brands, this path cannot be replicated.

The 0 and 1 of new consumer brands in the era of stock homogenization The "1" of emerging brand growth that we are discussing with you today refers to the ability to help brands continue to grow and bring long-term value returns.

As can be seen from the above picture, building brand product power, brand power, and experience innovation ability... This is the long-term value that cutting-edge brands will adhere to in the future.

The modern economy has evolved from a product economy and a service economy to an era of experience economy. Consumers are willing to pay a higher "experience premium" for some new experiences and perceptions. Only a good experience process can cultivate consumers' loyalty to brands .

2. The entire customer experience journey needs attention

The growth of cutting-edge brands is essentially a "customer-centric" journey, starting from cultivating users' minds, continuously improving user loyalty, promoting conversion and repurchase, and being willing to recommend to more consumers.

The following picture is the user journey of a brand we have decomposed, and we will do some analysis with this picture.

Customer journey map (take the home appliance telemarketing list industry as an example) We make a customer journey decomposition from the user's perspective.

It can be seen that from the beginning of brand omni-channel marketing and promotion, users are known to users, to users conducting product research and comparison, to customer service consulting and answ