Why are functional brands becoming more and more popular?

A few years ago, business development entered the emotional commercial times from the stage of functional business, not only to meet the needs of consumers from the brand function level, but also to meet people's real rigid spiritual needs, and to contact consumers with emotions.

However, by now, the emotional connection with consumers has been broken by brands. Everyone says that brand is emotional loyalty, and everyone is talking about brand spirit and value. The brand has made a lot of efforts in this regard, but it always has little effect. Consumers are no longer interested in these so-called connection methods. After all, consumers buy real and effective goods or services.

Therefore, at this stage, business has begun to return to the basic core competitiveness of function, and functional brands are becoming more and more popular.

In the era of great health, functional catering brands have advanced by leaps and bounds.

Under the dual market trend of great health and consumption upgrading, healthy functional food and beverage products have risen rapidly.

Different from the past few years, today's consumers are not satisfied with the simple brand logo and brand emotional concept, pay more and more attention to the quality of life, and gradually tilt to the practical and effective health function field.

In the wave of consumption upgrading and national health awareness, many health concepts such as light fat diet and healthy drinks have been advocated, and many health functional brands have been born, showing a rapid development momentum.

Jiang Zhong Group, a pharmaceutical company, launched a series of stomach nourishing products, including biscuits, rice porridge and other diversified products, which became one of the hottest products this year. The monthly sales of rice porridge products reached 565,438+0,000.

Southern Black Sesame also introduced a light fat and light weight drink, black milk. With the help of Shenzhen Satellite TV's "Fast Forward 4", the overall sales volume increased by 10 times in two weeks, and the monthly sales volume of e-commerce items quickly exceeded 20,000 from 100. During the broadcast of the program, online and offline goods were out of stock many times, which set off a wave of buying and became the biggest dark horse in the beverage market.

Not only in China market, but also in Japan, functional brands are on the rise. Japanese chocolate brands have been vigorously promoting the benefits of eating chocolate, such as cocoa can lower blood pressure and prevent arteriosclerosis. On this basis, various functional chocolates were introduced, including chocolate with high cocoa content and chocolate containing probiotics.

Libera of Glico claims to have added fibers that can inhibit the absorption of fat and sugar. These health-care chocolates are especially popular with middle-aged and elderly consumers, and the demand for such chocolates has increased by 2.5 times in the past three years.

Functional hardware has once again become the focus of mobile phone brands.

After the functional machine era, the mobile phone that has entered the intelligent age has gradually become a "thousand-machine side". People's attitude towards the new brand mobile phone has changed from novelty and sigh to the normal mentality of "so many" now.

Whether it is international brands such as Apple, Samsung, LG, HTC, or local brands such as Huawei, Xiaomi and OPPO, they basically adopt the same design ideas: similar operating interfaces and similar functional settings. The biggest innovation at this stage is to increase the comprehensive screen; In terms of hardware configuration, processors, running memory, storage space, camera resolution, battery capacity and so on are gradually converging.

With the development of smart phones to such a "boring" stage, what else can mobile phones spell?

At present, the first priority is to strive for the function of mobile phones. Last year's fast charging and flashing battery life; In the first half of this year, dual-camera and four-camera functions; The comprehensive screen that began in the second half of the year is the greatest satisfaction of brand products to consumers in terms of function.

Whether it's the OPPOR9 selfie artifact, the soft-light double camera of vivo X9 mobile phone, the portrait photography of Huawei P 10, the four-camera photography of Gionee S 10, or the Mito mobile phone with beauty as its main selling point, these mobile phones with better and more beautiful camera functions have become the objects favored by consumers. In addition, with the classic slogan of "charging for 5 minutes and talking for 2 hours", the once brainwashed OPPOR7 mobile phone has also made consumers flock to it.

Functional brands are becoming more and more popular, which is a new era feature of people's consumption.

Functional commercial times, enterprises put the functional level of products or services in the first place, constantly improve the user experience through technological improvement and model innovation, and strive to continuously create greater practical value for users.

After the separation of functional business and emotional business, the combination of the two becomes an inevitable product. In the era of highly developed marketing and emotional talk, functional brands are rapidly returning and becoming popular, and the balance and synergy between them has become an inevitable trend of commercial development.

1. Young consumers are beginning to dominate the market, and they are more clear and eager for their own needs.

Young people have become the main consumers of the market, and their consumption characteristics and needs are constantly pushing the market closer to them.

These young people have a clear concept of consumption. They want what they want right away and want to solve the problem as soon as they get it. Therefore, products with clear functions have become their first choice.

At the same time, personalized consumption is also a major consumption feature of them. Functional brands, which are constantly produced and popular, can continuously meet their consumption needs by virtue of their personalized brand functions.

2. After many struggles, consumers began to have no feelings about brand emotion.

In the extremely rich brand market, there are many big brands, and brands are constantly trying to establish emotional ties with consumers. In this respect, marketing advertisements and brand information content keep coming into consumers' sight, and they are gradually trained to be "totally toxic" and have no sense of emotional transmission to the brand.

At this time, under the bombardment of marketing information, brands with solid functional strength will be discovered by consumers, and they will use developed media to form a bottom-up word-of-mouth promotion.

3. Market segmentation has intensified, and solving pain points has become the primary consideration of products.

In business and market, various brands and products have become extremely complex, and the homogenization characteristics between them are becoming more and more obvious. If emerging brands want to gain a foothold in the market, they need to explore new markets and dig deep into vertical market segments. Targeted solution to users' pain points has become a shortcut for emerging brand products, and it is also the only magic weapon for them to quickly open the market. Therefore, its functional characteristics of solving problems must be clear and effective.

Written at the end: Driven by the rising economic level, consumers begin to pursue more personalized goods and services, and they expect to get a healthy, practical and high-quality consumption experience. Through the combination of brand marketing and emotional connection, functional brands constantly meet the consumption needs of these consumers and constantly stimulate the functional brands in the whole market to advance at a high speed.