What is the essential difference between new consumer goods and traditional consumer goods?

Recently, in the elevators of office buildings, we can see advertisements of some new consumer brands every day, such as Black Bridge and Yuan Qi Forest. I am thinking about the difference between new consumption and traditional consumption. Take the daily black cleverness as an example:

The first one is the audience. Generally speaking, the advertising words written in traditional advertisements are universal and magical. For example, the advertising slogan of Jizhi syrup is, why are you chasing me? I would like emergency syrup. Sounds grounded and magical.

The daily black clever advertising copy focuses on 0 sugar and high nutritional fiber, aiming at the younger generation after 90. The consumption of this group generally tends to be low in sugar and fat, and it will not get fat after eating it. Although eating too much chocolate is inevitable, young people generally only need one reason to spend. For this product, low sugar and low fat is the reason ~

Second, new consumer brands will tend to use the endorsement effect of traffic stars to quickly increase consumption. For example, Lany, a coffee brand, sold only a few thousand orders a month in Taobao official store according to its natural flow channel without celebrity endorsement, but after Sean Xiao endorsed it, it quickly rose to 65,438+10,000 orders a month. Behind this is the horrible fan effect and fission of traffic stars.

Third, traditional consumer brands will not realize the after-sales closed-loop interaction between buyers and sellers. Generally speaking, traditional consumer goods rely on local distributors to digest goods, and distributors have to sell things to consumers. They pay more attention to how to sell consumer goods to more customers, but they are much worse in the closed-loop link of after-sales interaction. New consumer goods focus on the process of user's consumption experience and word-of-mouth repurchase transformation. The new way to improve the repurchase fission ability through multi-scene arrangement of after-sales experience and exposure frequency is a weakness of traditional consumer brands ~