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In Only 9 Months, It Became The No. 1 in Its Category. Seemagic Exploded with 3 Great Tips.

Views: 1500     Author: Site Editor     Publish Time: 2022-02-06      Origin: Seemagic

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The Real Reason Behind the "New Consumer" Flameout


The concept of "new consumption" experienced a significant boom in the past few years, driven primarily by two key factors: the flow of traffic and capital influx. However, as you mentioned, these driving forces have started to fade, leading to challenges and questions about reshaping the new consumer landscape.

1. Traffic Flow: Initially, the emergence of new media platforms, particularly those leveraging video content, created substantial traffic opportunities for brands. This influx of traffic allowed brands to achieve remarkable growth in a short period, as seen in the examples you provided. However, with more brands jumping onto these platforms, the competition for user attention intensified, leading to saturation and a "red sea" scenario. As a result, the effectiveness of marketing efforts diminished, and the cost of customer acquisition increased significantly.

2. Capital Influx: The availability of capital, especially in the form of venture funding and equity investment, further fueled the growth of the new consumption sector. Investors poured substantial amounts of money into consumer-focused businesses, attracted by the promising returns and potential for rapid growth. However, as the market matured and competition intensified, the return on investment began to diminish. Moreover, regulatory changes and shifting investment preferences also affected the flow of capital into the sector, leading to a cooling down of investment and financing activities.


Given the challenges faced by the new consumption sector, entrepreneurs and investors alike are grappling with the question of how to reshape the landscape. Several strategies and considerations may be essential in this endeavor:

1. Differentiation and Innovation: To stand out in a crowded market, brands need to focus on differentiation and innovation. This could involve developing unique products, services, or marketing approaches that resonate with consumers and set them apart from competitors.

2. Diversification of Channels: Relying solely on one or two traffic channels may no longer be sustainable. Brands should explore diversifying their marketing and distribution channels to reach a broader audience and reduce dependence on any single platform.

3. Efficiency and Cost Management: With rising marketing costs and longer return on investment cycles, efficiency and cost management become crucial. Brands should optimize their marketing strategies, streamline operations, and find ways to reduce expenses without compromising quality or customer experience.

4. Adaptation to Changing Market Dynamics: The new consumption landscape is constantly evolving, influenced by factors such as technology advancements, consumer preferences, and regulatory changes. Brands and investors need to stay agile and adaptable, continuously monitoring market trends and adjusting their strategies accordingly.

5. Focus on Customer Experience: In a competitive market, delivering exceptional customer experiences can be a significant differentiator. Brands should prioritize customer satisfaction, engagement, and loyalty by offering personalized experiences, excellent service, and meaningful interactions.


Seemagic Electric Nail Clipper


And in Shandong, which is far from the main position of new consumption, a personal care small home appliance brand called Wake Carve Seemagic broke into the vision of this circle. Its product, electric nail clippers, launched crowdfunding in September 2021, with sales of 2.43 million yuan in 11 days, and took the first place on the whole network in nine months.


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Without the support of traffic and capital, how did Waking Moment Seemagic do it? After communicating with the founder of Seemagic, we summarized the following three points:

(1) With the "four-dimensional space matrix" to enter the game, foreseeing the skyline of the brand.

(2) Starting with "KFS strategy", outlining the starting line of the brand.

(3) Expanding with "market surface optimization" to correct the brand's growth line.


Anticipate the brand's skyline with the "four-dimensional space matrix".
And in the early stage of the venture to find the opportunity category, wake up moment Seemagic thinking about four space:

1 overall market space;

2 breakthrough survival space;

3 efficiency improvement space;

4 value creation space.



First, the overall market space is large.

This is also a market with a large enough capacity. China Business Industry Research Institute statistics, in 2022 China's consumer electronics market size reached about 18649 billion yuan, the industry production and sales scale ranked first in the world.

Second, the breakthroughs are viable.
Seemagic has analyzed its own consumer electronics industry in this way.
It's worth noting that almost all of these small appliance segments have up-and-coming brands on the market. What about personal care small appliances? This industry seems to have no one but Flyco Flyco, which was founded 20 years ago.

Here, there may be an opportunity for new brands to emerge.
Third, there is much room for efficiency improvement.

For example, rapid response supply chain system based on market insights, efficient new product iteration, online operation free from traffic traps ......
Fourth, there is plenty of room for value innovation.

Foundries are looking for operational growth, which essentially means "lower transaction costs". They hope that the development and production of a single mold is enough to save costs, and they hope to sell a molded product to more brands.

As a result, there are very few products in the market that truly think from the user's perspective.


Reset. Back to 0. Wake up and carve the Seemagic team to rediscover KFS.

By chance, co-founder Ma Ji complained at a regular meeting that his own children's nails were easy to cut their fingers, allowing the team to see the opportunity of electric nail clippers.

Deeper into the scene, and then look at the data. 2020 global nail clippers market size of 16.1 billion yuan, is expected to reach 23.9 billion yuan in 2026, compound annual growth rate (CAGR) of 5.8%. The Chinese market, on the other hand, occupies about 30% of the share.

From the search point of view, precise and specific keywords such as "electric nail clippers", "electric nail clippers automatic", "electric nail clippers for the elderly", etc. have grown significantly in the past 1 year.

R&D, factory search, molding, and processing. After studying the existing electric nail clippers in Japan and Korea, Seemagic redesigned the style, made a smaller size, and even selected a higher quality motor, so that the volume of the product is only 40 decibels when in use.



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It is reported that this product opened crowdfunding in Xiaomi Youpin in September 2021, and sales reached 2.43 million yuan in 11 days, broke 10 million three months later, and realized the first electric nail clippers on the whole network by June 2022.


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