Marketing in the Age of Value: Targeting the Right Buyer

The New Retail Reality: Why Marketing Needs to Get Personal

"Not that it's too expensive, but the alternatives are just more cost-effective." This phrase, echoing among young consumers online, is a clear sign that retail has entered the age of the buyer. The rise of "affordable alternatives" and "budget-friendly options" on platforms like Xiaohongshu and Weibo signals a shift in consumer power.

This means marketing has become crucial, but it needs to be more direct and impactful. Platforms like Alibaba Mama, Tencent Advertising, Giant Engine, Magnet Engine, and others need to treat their clients' businesses as their own. They must answer three fundamental questions: Who are you selling to? What are you selling? How are you selling it?

Knowing Your Customer:

Gone are the days when brands dictated who they were. Today's consumers have a strong sense of self and make purchasing decisions based on that identity. Marketing platforms need to leverage data and AI to create accurate consumer profiles, understanding their needs, desires, and potential future purchases.

For example, some consumers might prioritize healthy snacks for personal image; others might be tech-savvy millennials seeking the latest gadgets; while another group could be driven by social trends and influencer marketing. Understanding these segments is key.

Pinpointing the Product:

Platforms must identify consumer pain points, gaps in existing offerings, and emerging market trends within specific categories. This involves analyzing user feedback, product reviews, and competitive landscape to highlight a brand's unique selling propositions.

Take, for instance, the baby care market. A marketing platform could identify "heat rash" as a major concern for parents during summer months. By analyzing search data and user complaints about traditional powders (clogging pores, causing irritation), they can guide brands towards developing innovative solutions that address these specific needs.

Crafting the Perfect Pitch:

In an era of informed consumers, generic marketing pitches are ineffective. Platforms must help brands showcase their "muscle" – their ingredients, technology, research, and team expertise – to build trust and credibility.

In the beauty industry, for example, simply claiming products are "moisturizing" is no longer enough. Marketers need to highlight specific ingredients like niacinamide, Vitamin C, or bakuchiol, demonstrating scientific backing and tangible benefits to win over discerning customers.

The Future of Marketing:

As 2024 unfolds, the focus on value and personalization will only intensify. Marketing platforms that can successfully answer "Who? What? How?" for their clients will be the ones who drive true business growth. It's a race to understand the evolving consumer and deliver tailored solutions that resonate in this new retail reality.