After listening to Shen Feng, he fell into deep thought, how to include health care products in the prior project is the key to consider.

If it is an elderly category, the most suitable candidate must be Aunt Pang, but regardless of energy or experience, Lao Pang, who was born in the street, is indeed not suitable, not to mention that elderly health care products have been declining.

As for Sister Liu, after all, the advantage is still mother and child, which is also a trillion market with infinite potential, and one of the important industrial layouts of the group in the future must be deeply cultivated.

That's only ......

It's hard work, Sister Kerr!

Immediately let Li Nanjun collect young health care product track players and see who can get the favor of trillions of bigwigs?

In the era of Internet 3.0, like other industries, the only entry point for the health care products track is product refinement.

Younger consumption is where the opportunity lies in this industry, and it also provides the best entry ticket for new players.

In the afternoon, all the materials were sorted out and sent, and Shen Feng looked at a meal replacement brand that was locked by Goldfinger, what is it called Wonderlab?

Li Nanjun analyzed: "The scale ceiling of the meal replacement market is relatively obvious, the market size is not large, and Herbalife is the only one, occupying half of the country, so in general, there is relatively little space for emerging brands." ”

"If this track wants to grow in scale, it must carry out category expansion and cross-border competition, and the track itself has limited potential. ”

Shen Feng nodded, but after reading the research report, he showed a smile. This Wonderlab actually focuses on vitamin C effervescent tablets and beauty oral liquids, targeting the white-collar female market with unlimited potential?

Like the tone of the real taste, it's no wonder that it is locked by the gold finger.

Recently, I have danced very much, first co-branded with Heytea, and then appeared on Wei Ya's live broadcast, and then swiped the screen on Weibo, Douyin, and Xiaohongshu......

A brand that was just launched last year. Sales exceeded 60 million in the first year, becoming the first meal replacement?

In Shen Feng's view, the growth path of this brand can be called a textbook level, and there is a smell of Procter & Gamble in the play?

It's the same as HFP and Perfect Diary!

Li Nanjun saw the boss's choice and interest, and took the initiative to say: "I have studied this new faucet, and the marketing is very accurate, and I quickly occupied the meal replacement market in four steps." ”

"The first is to accurately select the big fast flat track, the second is to gain insight into the pain points, to subdivide and cut into the market, and the third is to penetrate and quickly create the first mind of the category. ”

"Finally, expand the quadrant outside the category to enhance brand awareness. ”

"Many people like to study traffic when analyzing consumer products, but in fact, I think the most important thing to look at is what kind of ecological niche the project cuts?"

Shen Feng is very satisfied with Li Nanjun's thinking mode, as the saying goes: choice is greater than hard work.

Wonderlab's niche is very interesting, and the meal replacement market can be said to be a fast-growing new field, characterized by a wide market, fast growth, and no leader.

Other players are either ungrounded, too old, or not on the right path and don't play at all.

Especially in the bottled meal replacement category, there is no absolute head player. In the blue ocean of tens of billions of US dollars, Herbalife's market share is only more than 7 billion yuan?

The grain mill is only a billion yuan?

"The first wave of post-90s officially entered the 30-year-old mark, and some even ran to the fourth, and the main consumer force is no longer the post-80s who were dominant, and the post-90s who started a family and started a business have gradually become the consumption responsibility of the new era. ”

Li Nanjun said with a smile: "Consumers in every era have their own values, and they all need their own consumer goods. Not only clothing, food, housing and transportation, from beauty, cleaning and care to toys, will be upgraded due to changes in consumer groups, and it is also an opportunity for all new consumer brands. ”

Shen Feng smiled slightly, in his eyes, the so-called Chinese-style meal replacement is, to put it bluntly, something that mothers are going to give their children to eat as breakfast, and there are only two words in the impression of young people now:

Old-fashioned!

There are also meal replacements in the West, but they are also used to supplement protein for muscular men's exercises, or Soylent, which was more popular in the first two years, the main audience is still programmers who are too lazy to eat.

What does it mean that those who win women win the world?

Have you considered the real market pain points?

After so many years of tossing, the post-95 women's meal replacement has always been blank?

OMYGOD!

"Meal replacements are not actually about whether to eat or not, but whether they can lose weight and become beautiful. Li Nanjun analyzed from a woman's perspective: "I think the key point of Wonderlab's take-off is the second priority, and more importantly, the selection of a brand-new, growing, and potential post-95 economic market is a core appeal - to become beautiful!"

Shen Feng laughed, what is a brand?

To put it bluntly: it is to find a group of people, find their pain points or cool points, and solve the problem with a product.

In just three years, Wanli has come to this day, in addition to Goldfinger, the biggest success lies in two points: one is the insight and understanding of user needs and pain points, and the other is to create its own differentiated characteristics.

Wonderlab's clever thing is that its customer base is accurate, young new consumers, for the purpose of weight loss, but also pursue new fashion ......

All user characteristics are directed at post-95 women who want to become beautiful.

Unlike the old meal replacement Herbalife facing straight men, fitness men, and even fat house code farmers, and not like the grain mill facing mothers, this is the key to overtaking in corners.

"If cosmetics are a woman's sugar-coated cannonball, then oral beauty is a woman's arms race. ”

Li Nanjun has a deep understanding: "Post-95 girls are the group of people who have the strongest demand for beauty nutrition and oral meal replacements, which can be seen from the content of grass planting on Xiaohongshu. ”

"In the first half of the year, we also focused on makeup, and oral beauty was overwhelming in the past two months, and I couldn't do it without looking at it!"

The reason why this style of play makes Shen Feng very familiar is that it is not the most classic marketing theory of Procter & Gamble?

What h, referred to as FMOT.

h, abbreviated as SMOT?

Just like in a relationship, you should be attracted to your appearance at first sight, and you should be fascinated by your personality when dating.

Li Nanjun called and asked the assistant to send the real thing, and displayed: "I feel that the biggest selling point is the ambiguous vision and cute little fat bottle shape, and the second is the explosive taste and chewiness." ”

"Now as long as you search for a chubby bottle in Xiaohongshu, it is 100% it, and fans call Wonderlab that delicious chubby bottle meal replacement. ”

"The style of the ad is also interesting, always revealing a small part of the woman, such as a slender collarbone, or deliberately revealing a slender arm and a waist. ”

"Suddenly capture the interest of post-95 consumers who like fashion novelty. ”

An Internet joke flashed in Shen Feng's mind: The blood of post-95 girls is flowing with milk tea.

The R&D and launch of the Earl Grey milk tea flavor in the six flavors of the classic model instantly became the sales champion, and after five optimization iterations, the taste was beaten to the end, and Heytea jointly launched a milk tea that is not fat......

Even sprinkle some small biscuits into it, drink it in your mouth and chew it, which is called chewing milkshakes?

Talent!