---
title: "Former Red Bull Executive Huang Qinjian: With These 11 Traits, a Blockbuster Product Is Born!"
description: "A blockbuster product is one that generates massive traffic, high sales or demand, and strong word-of-mouth. This new term from the internet era signifies a new product mindset in FMCG and holds huge consumption potential. The article outlines 11 common traits of blockbuster products, such as riding a trend, high frequency, and differentiation, and discusses how to launch them effectively."
author: "黄钦鉴"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-08-04"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/former-red-bull-executive-huang-qinjian-with-these-11-traits-a-blockbust-d6985f18/"
markdown: "https://xinjignxiao.com/en/articles/former-red-bull-executive-huang-qinjian-with-these-11-traits-a-blockbust-d6985f18.md"
original_source: "https://mp.weixin.qq.com/s/1dlS5OFwMBNR7tF9CqnK-w"
translation: "https://xinjignxiao.com/zh/articles/%E5%89%8D%E7%BA%A2%E7%89%9B%E9%AB%98%E7%AE%A1%E9%BB%84%E9%92%A6%E9%89%B4-%E5%85%B7%E5%A4%87%E8%BF%9911%E9%A1%B9%E7%89%B9%E5%BE%81-%E7%88%86%E5%93%81%E5%B0%B1%E6%88%90%E4%BA%86-d6985f18.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/former-red-bull-executive-huang-qinjian-with-these-11-traits-a-blockbust-d6985f18/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Former Red Bull Executive Huang Qinjian: With These 11 Traits, a Blockbuster Product Is Born!

> A blockbuster product is one that generates massive traffic, high sales or demand, and strong word-of-mouth. This new term from the internet era signifies a new product mindset in FMCG and holds huge consumption potential. The article outlines 11 common traits of blockbuster products, such as riding a trend, high frequency, and differentiation, and discusses how to launch them effectively.

Click to read the original article for details.
A blockbuster product refers to a product that can generate massive traffic, have large sales volume or demand, and possess strong word-of-mouth communication. This is a new term born in the internet era, not only implying a new product mindset in the FMCG era but also harboring enormous consumption potential.
**11 Traits: The Common Genes of Blockbusters**
The blockbuster products currently emerging in the market all share the following common genes: first, standing on a big trend; second, being "fat and big"; third, high-frequency consumption; fourth, first-level pain points; fifth, differentiation; sixth, exceeding expectations; seventh, having a perceptible value anchor; eighth, low average order value; ninth, youth orientation; tenth, rapid iteration; eleventh, cold start. We will break down and analyze these 11 traits in detail.
**Trait 1: Standing on the Trend.** There is a widely applicable saying in today's era: "Stand on the trend, and even a pig can fly." In the food and beverage industry, trends are mostly related to "daily health," such as weight control, vitality, longevity, and gut health.
To date, many products launched by companies have aligned with this direction. Some have failed to truly solve consumer pain points due to limitations in technology or materials, but it cannot be ignored that this is already a significant trend and opportunity.
**Trait 2: Fat and Big.** "Fat" refers to profit, while "big" means sales volume. Some products see rapid sales growth but have thin profit margins; others have substantial profit margins but limited market demand. Only products that meet rigid demand, have large market space, and relatively high profits can be called "fat and big."
**Trait 3: High-Frequency Consumption.** In the internet era, high frequency beats low frequency. Products with high consumption frequency and high consumption rates will bring massive traffic. Therefore, for companies, it is better to choose products consumed once a day rather than once a week or even once a month.
**Trait 4: First-Level Pain Points.** This refers to "greed, anger, and obsession." "Greed" means high cost-performance and low price; "anger" means good looks and high product aesthetics; "obsession" is the sum of the above, representing "good taste, good drink, good looks, and good price."
When developing new products, companies usually conduct market research and dig deep into meeting a certain market need. The deeper the consumer pain point is excavated, the higher the possibility of the product becoming a blockbuster.
However, many companies fall into a misconception: the pain points they dig are indeed market pain points, but they are only second-level, third-level, or even fourth-level pain points. A blockbuster should be a product that can tap into consumers' first-level pain points.
**Trait 5: Differentiation.** This mainly covers differentiation in packaging, marketing, and positioning. Traditional categories such as mineral water, milk, and liquor often have similar or identical packaging elements. Products launched by companies can only stand out with differentiated packaging.
In addition, the differentiated marketing methods adopted by many companies are also key factors in making products blockbusters. For example, the well-known "Brain Gold" (Naobaijin) broke through by targeting the "family gifting" consumption pain point in its marketing, rather than limiting itself to the health supplement mindset, naturally leaving a deep impression on consumers.
Red Bull, which became famous across the country, seized the "functional drink" positioning, establishing its category advantage through pioneering positioning differentiation.
**Trait 6: Exceeding Expectations.** To exaggerate a bit, exceeding expectations means getting five-star service at a one-star price. Haidilao's service and JD.com's logistics are examples of exceeding expectations beyond basic functions.
In the food industry, online nut brands like Three Squirrels also embody this trait: in addition to quality products and high-aesthetic packaging, they provide extras like trash bags and nutcrackers, which are beyond expectations.
**Trait 7: Perceptible Value Anchor.** Many consumers have heard advertising slogans like: Arawana 1:1:1, Luhua 5S pressing, Robust 27-layer purification, and Chubang soy sauce sun-dried for 180 days... These are all perceptible value anchors for consumers.
Moreover, consumer appeals should be simple and direct. Red Bull's "Tired and sleepy? Drink Red Bull," Wanglaoji's "Afraid of getting heaty? Drink Wanglaoji," and Six Walnuts' "Use your brain often? Drink Six Walnuts" are all excellent examples.
**Trait 8: Low Average Order Value.** Many people believe that in the era of consumption upgrade, consumers want to buy more premium and expensive products. This is actually a misconception. Consumption upgrade actually means "consumers spend less money to buy better products or more products."
Companies should also have this awareness. The first element of FMCG is traffic; only with low prices can traffic be large.
**Trait 9: Youth Orientation.** This has become a consensus across the entire FMCG field, so no further elaboration is needed here.
**Trait 10: Rapid Iteration.** Blockbusters have their own characteristics, cycles, and growth. New blockbusters eliminate old ones, or blockbusters themselves undergo updates and iterations—this is the trend of the era. Many companies have had their heyday, but if they rest on their laurels, past glories may become the biggest obstacle to development.
**Trait 11: Cold Start.** Traditional product launches often use high-profile methods known to all, such as press conferences and concentrated advertising. A major trait of blockbusters is that they don't need advertising; they can be cold-started through word-of-mouth. This kind of spread is viral, fast, and wide-reaching.
**Rapid Ignition: Achieving Efficient Marketing**
After understanding the 11 traits that blockbusters should possess, industry insiders need to focus on how to quickly ignite a blockbuster and achieve efficient promotion in a short period.
In my opinion, there are six methods to ignite a blockbuster: endowing the product with a super personality symbol, emphasizing super content tone, participating in design sense, mutual tearing ignition, viral marketing, and trend-based marketing.
Here, I will focus on discussing "mutual tearing ignition." It refers to food brands being good at challenging big brands. For example, the well-known fierce competition between Mercedes-Benz and BMW, and the century-long "love-hate" relationship between Coca-Cola and Pepsi. Shifting to the Chinese food industry, JDB and Wanglaoji are also typical representatives, embodying the essence of "mutual tearing ignition."
Recently, the hot focus in China's beverage industry has been the direct confrontation between Reignwood Red Bull and Red Bull Anai Ji. With the aggressive arrival of Red Bull Anai Ji, Reignwood Red Bull has also gathered momentum to fight to the end, declaring through official channels: "For 23 years, it is 'Red Bull' that has grown together with Chinese consumers," "For 23 years, it is 'Red Bull' that has been fought for together with 15,000 employees," and "It is 'Red Bull' that has been built together with 600,000 partners"! With this, Reignwood Red Bull asserts its industry position and market foundation, directly confronting Red Bull Anai Ji, opening the prelude to mutual tearing ignition.
However, it is worth thinking about for industry insiders: whether it is Mercedes-Benz PK BMW or the century-old "grievances" between Coca-Cola and Pepsi, "mutual tearing ignition" in the international market is actually an excellent marketing method, creating a win-win situation where both sides advance hand in hand.
But in the Chinese market, many cases of "mutual tearing ignition" have the suspicion of playing edge ball, lowering prices against each other or even slandering each other. This is an area that still needs improvement.
**Focus on User Thinking, Follow "User First"**
In the traditional FMCG industry, many sayings are passed down as guidelines by insiders, such as "There are no unsellable products, only people who can't sell them," "Brand is king," "Channel is king," and "Scale is king; bigger means stronger."
But with the development of the times, especially the rise of the internet economy, these sayings no longer fully fit the needs of this era. At the same time, the "blockbuster rule" has emerged, bringing industry insiders a series of more novel, unique, younger, and more era-appropriate operating concepts.
Traditional rules tend to use "sales thinking," while the blockbuster rule is based on "user thinking." The strength of personnel business ability only affects short-term sales. But if a product does not tap into consumers' real pain points and gain market recognition, it is difficult to sell well or even survive in the long run solely through personnel promotion.
"Born to solve user pain points, build a fanatical fan ecosystem" is the true blockbuster rule.
In addition, in traditional rules, brand, channel, and scale all have high status. But now, product power is the "1" before all other elements. Without product power, no matter how many "0s" follow, they are useless. Word-of-mouth is king, and product is king—these are the core factors in the blockbuster rule.
For companies, the significance of creating blockbusters lies in generating traffic, creating direct benefits or many other added values, such as driving sales of other products and providing a continuous cash flow for the company, which is greatly beneficial to their long-term development.
The secret for companies to create blockbusters focuses on the keywords "focus, extreme, word-of-mouth, and speed." By relying on product R&D and upgrades, they can leverage the consumer market in the new era.
Source: Sugar Tobacco Wine Weekly


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671