With the advent of the Internet age, more and more information is coming into contact with consumers, and consumers’ consumption patterns are also escalating. More and more people are no longer pursuing popular brands, but are eyeing some niche brands. The market for niche brands opened.
The small-scale branding is not only the return of people's consumption concept, but also the inevitable development of the market under the new situation.
In recent years, brand customization has quietly become a reality. Stars attend events and no longer fight brands. Some luxury goods that have taken the popular route in the past have also given up seeking for success and have taken a niche route, specifically meeting individual consumer demands with personalized products. Small-scale, it is becoming a new consumer concept.
The small-scale branding is not only the return of people's consumption concept, but also the inevitable development of the market under the new situation. Niche brands have effectively deployed market resources and have also redefined the market with socialization.
Internet Makes Niche Brands Trend
The development of the Internet, especially the mobile Internet, has diversified the traditional marketing methods while allowing people to diversify their shopping channels. Many traditional sales markets have been diverted and marketing channels have been weakened. But it is this weakening that has promoted market segmentation. The decentralization of marketing has caused some brands to lose their market, and some brands have found the market. These brands often win with distinctive features and rely on their unique personality to specialize in a certain market or a certain consumer group and quickly gain development.
Under the impact of the Internet, the operation of physical stores has become more and more difficult. Store rental, personnel costs have become higher and higher, and the proportion of operating costs has gradually increased. Convergence and differentiation of brand styles have decreased, which has caused the loss of consumers while at the same time weakening the brand competitiveness of physical stores. Under such circumstances, the physical store is the only way to develop the physical store brand in order to gain development and pursue brand personalization.
On the other hand, in foreign countries, in the mature consumer markets like Paris or Milan, small professional physical stores have survived despite the impact of supermarkets. Why? These physical stores have their own ways of survival. They either the warm interior decoration of the store, or the careful placement of products, or the immersive shopping experience attracts customers and allows customers to pay for goods that cost 20% more than supermarkets.
Looking at the development of foreign e-commerce brands, the brand aims at a certain part of the crowd, attracts customers with a brand with rich characteristics, and only takes a personalized route and does not take the price route. This will not only guarantee a stable customer, but also guarantee a higher premium for the product.
It can be seen that the pursuit of popularization has been difficult to meet the needs of the market, and it has also become an obstacle to the development of some brands. In the new market development environment, it has become difficult for brands to earn most people's money. They can only aim at some people, cater to their preferences and meet their needs, so as to ensure the development of the brand.
Consumer Community Drives Brand Minorization
The recognition comes from the same interests and hobbies. Niche brands cater to some people's interests and hobbies. They win the recognition of this group of people, gain brand influence, and have a market.
In the Internet society, people’s social methods are becoming more and more Internet-based. Social tools are a large magnetic field that attracts countless people who have gathered together for the same social tools and become a large community. In this large community, each individual is a small magnetic field, and people around the same person who have the same interest gather to form a small community.
Niche brands bring together people with different dimensions of common interests, common values, and common lives. These people gather to form a community around niche brands. There is a saying that everybody has a tribal complex in mind, and the niche brand is inspiring the people's tribal complex and placing a unique emotional appeal on the niche brand, making the niche brand a hobby. Attribution.