The rose box is a typical case. Zhang Xiaohui He Tuber created a new combination SKU in her live broadcast room-Rose Box. Following the idea of ​​​​"solution", she combined products from different brands and packaged them for sale. These boxes are the products that inherit her value proposition.

in this regard, Taro has a point of view. China's DTC brands are likely to exist in the form of "buyer-style anchors" because they solve the problems of brand value and traffic channels at the same time.

Compared with brands, anchors are much more efficient in getting traffic from the public domain and monetizing it quickly. The emotional value provided by individuals is far more real, stable and difficult to replace than that provided by brands.

Okay, talking about emotional value, in fact, many smart students have already seen the clues: Why is it easier for individuals to rely on emotional value to build a stable business closed loop compared with brands?

The reason is this: The focus of emotional value is on value, not emotion . Emotions are changeable, values ​​are stable.

In this regard, the emotional ABC theory has already explained:

This theory was created and proposed by American psychologist Ellis, in which A (activating event) refers to the event, B (belief) refers to the belief, and C (consequence) represents the result.

Event A is only an indirect cause of emotional and behavioral consequences C, while the direct cause of C is the belief B generated by the individual's cognition and evaluation of event A.

B (belief) is the core element that causes all emotions and leads to different emotional perceptions, and beliefs are formed over a long period of time.

Brands will create events to arouse emotions, but people can create sustainable emotional value because of their beliefs and values.

Okay, let’s move on to the third proposition today:

What allows a brand to continue to make money is always value, not emotion.

Rather than seizing the ever-changing emotional dividends, it is better to realize your own value.

No matter what type of brand, the value must fall on the specific problems solved by the product.

According to people's product ideas for solving different types of problems, products can be divided into search type, experience type and confidence type.

The search type represents people solving known and existing explicit problems and understanding the value of products or services by searching for information.

The experiential type represents people’s inner anguish and worries. Only by experiencing the product can one understand its value.

The confidence type is used to solve top-level problems. You cannot judge its value after experiencing it, but it does not affect your recognition of it. For example, luxury goods or the recently popular temple bracelets.

Depending on the problems a product solves, the way it responds to “making money through value or paying a premium” is also different.

For search-based products, they rely on "trust value." The fundamental reason why these products or services are chosen by consumers, and even spend more money to choose them, is "trust." The core purpose of brand value is to continuously build and strengthen consumers' trust in it: repetition brings trust, endorsement brings trust, and sales bring trust.

For experiential products, they rely on "pleasure value" to make money and continuously provide pleasant associations...

Oreo integrates its own products into various delicacies, such as persimmon sandwich, ice cream, cakes, etc., and constantly creates exciting and pleasant experiences;

What attracts people to Harbin is the fairyland-like world of ice and snow, the matching warm-hearted service, the frozen pears that are cut into slices for easy eating, and the various cute little animals~these are endless joyful contents.

Note that they are still product-centric and create a more pleasant experience around the product.

For confidence-based products, the core is to create "attribution value", which we will elaborate on in the fourth part.

4. Learn from people, how to build a value brand

Before proceeding to the fourth part, let’s start with one detail, which is the brand’s “values ​​advertising” or “emotional advertising” .

To be honest, as a judge of the Digital Awards in the past few years, I have found that the number of value or brand emotional blockbusters every year is much more than imagined.

However, many business parties will question: apart from winning awards, what is the use of these advertisements? Or, is the so-called brand favorability just a new clothes for the brand?

To be honest, I have been thinking about this issue for a long time while doing it.