The market competition of 1 yuan lighters is already very sufficient, and the product profit is meager. There are many factories producing lighters at this price, and the market competition is fierce. Because of the restrictions on commodity prices and profit margins, there is no room for further improvement in quality. From the analysis of consumer behavior, it can be seen that the audience of low-end lighters is marginalized. Their consumption focus is not on the quality of lighters, and they have almost no requirements for the quality of lighters. It can be clearly felt that the overall quality of lighters at this price is low. Because the competition of lighters at this level is not about quality, but price.
In the market of lighters above 2 yuan, two routes of product competition can be seen. 1. Product upgrade is the main means of competition. Small factories replace open flame lighters with windproof lighters. 2. Use wrapping paper patterns as a means of competition. Large factories have their own marketing design teams, and they try to improve the sensory value of products in packaging design, and the lighter wrapping paper pattern has become the main marketing focus.
Compared with the competition of 1 yuan lighters, the competition of lighters above 2 yuan has upgraded to the competition of quality and value in addition to price factors. Consumers pay more to get a better product experience. So whether it is upgrading to a windproof lighter or designing a good-looking package, it is to satisfy consumers’ use experience. However, the entire lighter market above 2 yuan is currently highly homogenized. There is a lack of strong leading brands in the market.
Consumer groups have different levels and different pain points. Low-end machines compete on price, and high-end machines compete on brand. Low-end machine users do not care about quality, but price. High-end machine users do not care about price. They are interested in the sense of superiority brought by the brand. The two types of users have different concerns about the product, so products of different prices need to be designed in accordance with the consumption characteristics of the target consumer groups when formulating market strategies.
We position the new project brand in the mid-range market of 2 yuan or more than 3 yuan. Focusing on the idea of differentiated operation, we look for blank spots in the market. The market positioning we designed for the new brand is: a cultural and artistic lighter brand with humanistic characteristics. Different from ordinary lighters, we want to give lighters more social and humanistic atmosphere, and hope to lead the fashion trend of lighters.
New lighter brand design plan:
A fast-moving consumer product must go through three links when it is sold in the market. 1. Wholesalers 2. Retailers 3. Consumers. The role of wholesalers is to help companies store goods, distribute products, and circulate funds. The role of retailers is to display goods and become a bridge between products and consumers. 1 and 2 are partners of the company and process customers. Consumers are the final payers and result customers. Different customers have different needs for companies and products. It is necessary to clearly understand the needs of the three types of customers in order to be targeted and prescribe the right medicine.
- Consumer product side:
For fast-moving consumer goods, the repurchase rate of consumers is the most important business indicator. Products that can make consumers buy repeatedly must have very distinctive personality characteristics. This characteristic is suitable for most consumers and can be understood as “classic”.
Three elements of a product that becomes a classic lighter:
A. Personalized big brand lighter image design
The personalized appearance of the product is very important. The ugliest and the most beautiful products can attract the attention of consumers, while the bland mass face is the easiest to forget. Therefore, having a super high appearance recognition is the first step for a brand to enter the market. Designing a unique brand image that can be clearly distinguished from ordinary lighters can make consumers shine and remember deeply.
A1.1. Have an exclusive brand color: brand main color
Every successful brand will have a brand representative color that can make people remember deeply. Good-looking, noble, lasting, and easy to remember are the basic elements for brands to choose the main color. Classics are not innovative and transformed every day. But it must be able to remember consumers strongly. Therefore, to become a classic lighter, you must have a fixed brand theme color. Use exclusive colors to tell consumers that brand = exclusive colors. Exclusive colors = high-quality lighters, the safest and most reliable, big-brand lighters.
A1.2. Exclusive product appearance:
From the international big brand lighters, we can see that each big brand has its own exclusive lighter appearance. Whether it is BIC, Donghai, Grasshopper, etc. Exclusive appearance is also a way for brands to strengthen memory. Classic lighter = exclusive lighter appearance, exclusive lighter appearance = high-quality lighter
A1.3. Fashionable product names:
Unlike 20 years ago, the contemporary era is an era of information explosion and product fiasco. Most brand names will not be remembered. Ordinary logos and names are the self-entertainment of distributors.
To make consumers remember you among the complicated brands, the product name needs to meet several elements: approachable, 1 second memory, fully express the cultural connotation and market positioning of the product, and a name or symbol that is common and particularly familiar.
A1.4, very special display packaging:
Product display is the last factor in the sales process. It is also the last factor that affects consumers to make choices. Carefully observe the cash register of the retail store. The product display of well-known brands is very detail-oriented. They try to show the characteristics of the products and remind consumers all the time that they should choose their own products. Therefore, as a detail in the last link of sales, this competition point is also called “the battle for the cash register”.
Analyze the display of the lighter industry. It can be found that all lighter products are displayed in the form of trays. The placement positions at the retail terminal are: 1. Placed in the corner of the cigarette rack behind the cash register 2. Placed on the lighter display stand 3. Placed in the corner of the cash register.
Traditional lighters are squeezed together with 50 pallets. This packaging method is more concerned with cost saving and convenient transportation. It is precisely because of this packaging method that lighter products are more likely to be placed in the corner of the store because they do not have the attribute of full display.
Think about why most lighters have only 5 layouts of pattern design? This is because of the characteristics of the tray display method. Therefore, in order to surpass competitors in the industry, we must break the convention and innovate a variety of classic display methods that can fully display the characteristics of the product and make consumers shine.
A1.5, provocative classic advertising slogans:
Keywords: become a classic lighter, innovation and change, find your own product selling point
B. High-quality products
Low-end products compete on price, mid-end products compete on quality, and high-end products compete on concept.
High quality can be understood as a sense of value, that is, a higher product value that people can feel. It includes the internal use experience brought by higher production standards and the external product details. More importantly, it is the brand value that can make people feel satisfied.
High-end feeling is not the number of product functions, nor the hardness of product materials, nor the durability of products. High-end feeling is a kind of spiritual satisfaction, which is every product detail that can make people feel happy.
To see whether a product has a sense of high-end, it is to see whether the product goes beyond practicality. Practical functions are basic needs. High quality is a spiritual need. If a product can only meet practical needs, it is low-end. If a product can satisfy users spiritually in addition to meeting basic functions, then the product is high-end.
B1.1. Improve product details, give products unique storylines, and give products interesting souls.
C. Leading fashion
Leading fashion requires constant product freshness, the ability to grasp social hot spots, and the continuous blood supply for products and brands. More importantly, it is possible to give products souls and establish cultural barriers for brands. Products can be copied, but only the soul cannot be copied. Keeping the product with an interesting soul at all times is the basis for becoming a brand.
The gun is the hard power of the product itself, and the pen is the means of publicity and the soft power that influences people’s value orientation. Both fronts are crucial. If farmers do not know how to look at the sky and only know how to bury their heads in farming, they will obviously not have a good harvest. To do brand marketing, you must not only know how to look at the sky, but also know how to create weather that is beneficial to the brand in order to reap a full harvest.
