Shulou(Shulou.com)11/24 Report--

With "low price" as the core key word, the 15th Singles' Day is not only the sudden increase in pressure on the e-commerce platform, but also for brands who want to take advantage of the key nodes to gain a wave of high growth, they must first not be disturbed by the price war.

Opportunities are always left to those who are prepared.

Xiao Xiong, a brand of small household appliances favored by young people, achieved double growth in revenue and profits in the first three quarters, and the market performance was very sound. In addition to performance, what is more noteworthy is that through continuous product upgrading and scene innovation, Little Bear Appliance always creates value increment around user needs and brings users a full scene of exquisite life experience. During the Singles Day holiday, Little Bear Electric Appliances has achieved sales growth in many categories, and a number of new products have made eye-catching performance and obtained good feedback from the market, making it the preferred brand for users of double 11.

Neither blindly involved in the price war, nor take advantage of the opportunity to downgrade and play tricks. This time, only users are targeted by Little Bear Electric.

First, understand the user in order to get the user

Unlike the low price of the first double 11, which simply paves the way for inventory clearance and node marketing, the current round of double 11 low price, which has been precipitated for more than 10 years, is essentially caused by the increasing maturity of the supply side and the channel end.

In the new era of stock competition, the supply-side logic will no longer be applicable, and the demand side where the users are located is the key to bring stable growth to the brand.

An obvious example is that the complex computing rules frequently criticized by users in the past few years have become rare this year, and e-commerce platforms have returned to their original intention of "low prices" with more simple and brutal concessions such as "one-piece reduction".

Users, as the terminal decision makers of the transaction chain, are becoming more and more important.

Brands are well aware of this.

Take the small household appliance race track as an example, the brand, represented by Xiao Xiong Electric Appliances, is seizing the opportunity on the demand side to gain the priority of high-quality growth.

With the post-90s and Z generation becoming the main consumer of the market, the demand for small household appliances has long been extended from the attribute of "rigid demand" to the new demand of "good appearance, complete function" and "better quality". This also means that those who better understand the needs of users will become the first choice for users.

This is the secret of the sales growth of more than 11 categories of Little Bear Electric Appliances this year. Xiao Bear Appliance insights into the needs of users, strengthens the category of rigid demand, expands the new category, provides users with products and scene solutions according to the times, and upgrades the exquisite lifestyle for users.

When users want to eat miscellaneous grains, they have to worry about soaking rice in advance. Xiao Xiong Electric miscellaneous grain rice cooker, through the upgrading of 4-weight products, there is no need to manually soak rice in advance before cooking, and it is easy to cook healthy Q-bullet miscellaneous grain rice to achieve the double satisfaction of taste and nutrition. The new baby mother is in a hurry with her baby? The automatic milking machine of Little Bear Electric Appliances can accurately measure the amount of water, take the baby and soak the milk without mistake; the grinding bar can handle a variety of supplementary foods, so that the baby can eat more nutritionally and the mother can take care of the baby more easily.

On the basis of continuous output of high-quality products, Little Bear Appliances also build a full-scene exquisite life solution, covering outdoor, pet, office, travel, home and other scenes, a new upgrade of user experience.

Second, focus on the needs of users and build differentiated competitive advantages

As Jiang Nanchun shared at the Tiger sniff FellowM Innovation Festival recently, he believes that the key point of the future law of consumer brands is that brands need to make themselves the first choice. Unlike incremental brands, which want to squeeze into the list of user options, brands must make themselves the first choice for users in order to win in the stock era.

How can it be the first choice for users? In Xiao Xiong's view, to meet the needs of users is the key, but to meet the needs of users is not an empty talk, behind the need for a series of hard power support. Xiao Xiong's approach is based on the needs of users, adhere to the boutique strategy, digital manufacturing, enhance product value and service value, ensure the use and experience of users, and build core differentiation advantages.

1. The "boutique strategy" leads the way, lighting the beacon of high-quality development of the brand.

Volume upgrades in the consumer industry, but it has been proven that brands that provide high-quality products are more likely to get growth opportunities.

There are not a few enterprises that are well versed in this way, so why can Little Bear Appliance quickly find the direction of its users in the competition? Mainly from the "boutique strategy" lighthouse guidance. Under the boutique strategy, Xiao Bear Electric Appliances has a common value drive in terms of product development and design, which is to "provide a variety of exquisite life experiences for young people."

If you want to retain users with product advantage, the premise is that the brand has the ability to meet the ever-changing needs of consumers. Xiao Xiong Electric Appliance actively optimizes the product structure, simplifies the number of category SKU, reduces the difficulty of category management, and enhances the competitiveness of explosive products. In the category of rigid demand, the retail volume of Little Bear Electric Rice cookers increased by 5.4% from January to August compared with the same period last year, achieving reverse growth in the case of negative retail growth in the industry; in emerging categories such as mother and baby products, Little Bear Electric develops milk conditioners, milk heaters, supplementary food machines and other categories to meet the diversified needs of users.

High-quality R & D is the core competence to support the high-quality products. In recent years, Little Bear's R & D investment has been increasing. According to Xiao Bear's Q3 quarterly report, during the reporting period, R & D spending in the first three quarters was 106 million yuan, an increase of 11.74% over the same period last year, far exceeding the industry. Thanks to years of R & D investment, Xiao Bear Electric Appliance has built a three-level R & D system, applied for more than 1500 patents, and has maintained a high-quality output of more than 1500 new practical and invention patents every year.

In addition to the research and development of high-quality products, Little Bear Electric Appliances has also achieved high-quality design. Xiao Bear Electric Appliance sets up a 10 + design team to innovate around the pain points of consumers through in-depth cooperation with the outside world and linking global design resources, so as to provide the audience with both creative and more ingenious small household appliances. For example, in response to the emergence of the demand for "one-person food", Little Bear Electric Appliances launched mini-electric cookers, electric saucepans and other mini household appliances, one-person food is also interesting.

The building of this series of capabilities supports Xiao Bear's continuous insight into consumers' aesthetics, needs, lifestyle and other trends, making more three-dimensional services for the future and creating value for users.

2. Build the foundation of "Mathematical Intelligence Manufacturing", improve efficiency and tamp the brand moat

If enterprises want to develop and grow, they must have a strategic vision, see the overall situation of the industry, see the essence of the track, adjust the planning and layout in time, and choose the track with rising space in the future, so as to always occupy the strategic commanding point and gain competitive advantage.

In the field of small household appliances, the "home economy" catalyses a surge in market demand, but some enterprises adopt the mode of contract production, which cannot guarantee the timely change of production capacity and efficiency and adjust flexibly, resulting in frequent problems such as homogenization and uneven quality of products.

Xiao Bear, which has long been aware of this, believes that it is necessary to vigorously promote the enterprise's full link to intelligent and digital transformation and upgrading. After years of deep ploughing, Xiaoxiong Electric Appliance now has five intelligent production bases, one parts manufacturing base and one operation base throughout the country, building complete professional testing standards, including domestic standards, industry standards and enterprise standards. and set up performance laboratories, environmental laboratories and other professional laboratories to tamp the brand base of digital intelligence manufacturing in all directions.

Complex industrial chains require more efficient and precise operations, and digital support is the best way to deal with management challenges. At present, Xiao Xiong Electric Appliance has established a "three-wheel" drive of process, data and system, actively and orderly promoting the transformation of enterprises to digital and intelligent operation, and through the system construction and integration in various business fields of research, production, supply, marketing and finance, and the use of a new generation of digital platforms such as ERP, intelligent manufacturing platform and marketing business platform to achieve efficient coordination, quality improvement and efficiency improvement.

Insisting on the digital transformation is not just talk. In March 2023, Little Bear reached a strategic cooperation with IBM. The two sides will jointly promote the landing of new achievements such as digital governance, ERP upgrading and process management, and previously achieve win-win development along strategies and innovative technologies.

Third, make friends with young people and go through the industry cycle quickly.

The change from incremental market to stock market is actually forcing brands to grow themselves in order to better adapt to the new era.

Aiming at today's young consumers, Little Bear Electric Appliances is always with young people from the life level to the spiritual level. At the level of life, Little Bear responds to young people with innovative and diversified products and encourages them to explore and create more novel and interesting new scenes of life; on the spiritual level, Little Bear respects their personal experience and emotional needs. unlock diversified brand building, understand young people, go into young people, and make friends with young people.

In the past few years, Xiao Bear has achieved a simultaneous increase in brand volume and sales by exploring new media channels such as Little Red Book and Douyin. Xiao Bear Electric Appliances carries out brand communication and product recommendation activities with creative content that young people like, so as to make the exquisite lifestyle deeply rooted in the hearts of the people and help young people to achieve a creative life. Data show that sales of Little Bear Appliance's Q3 Douyin platform grew rapidly in 2023 compared with the same period last year.

At the same time, Little Bear Electric Appliance also skillfully uses the spokesman to unlock the new marketing posture of the younger generation Z. In the face of the general trend of younger consumers, Wu Lei, the spokesperson for Xiao Xiong's electric organs, used the star as a bridge to unlock the bear hug flash activities and shoot "the 100Happy moments cured by the Little Bear" TVC, conveying happiness and warmth to young consumers and arousing the yearning and resonance of young people.

Not only that, in order to better meet users, Xiao Xiong Electric Appliances has also carried out offline brand building and expanding new channels. On the basis of the original Shang Chao, stores and other offline channels, on September 28 this year, the first offline store of Little Bear Appliances also officially opened in Chengdu. There are more venues for users to experience and feel on the spot, and it is easier to achieve the same frequency resonance with the brand.

From a longer time perspective, the low-price storm of double 11 will eventually be replaced by a new wave of consumption. But a brand like Little Bear, which is user-centric and continues to break through its own growth boundaries, will obviously be the one that will cross the industry cycle faster.

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