---
title: "In the Second Half of New Consumption, How Can Brands Escape Growth Anxiety?"
description: "In the first half of this year, the domestic consumer industry performed well overall, with both established companies and emerging brands showing strong results. However, with the resurgence of the epidemic in some regions, consumption is under pressure, and the second half may face greater challenges. The market is trending towards stock competition, with increasingly fierce price wars and rising traffic costs. How can brands achieve high growth in the new consumer brand track, maintain strategic focus, and unleash growth vitality? Recently, Bain & Company and Focus Media jointly held a forum on \"The Path to Brand Growth in the New Development Pattern,\" where brand leaders discussed topics such as \"Brand Growth Strategies and Marketing Tactics in the New Consumption Era,\" which may offer some insights to the industry."
author: "New Distribution"
publisher: "New Distribution"
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published: "2021-10-21"
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# In the Second Half of New Consumption, How Can Brands Escape Growth Anxiety?

> In the first half of this year, the domestic consumer industry performed well overall, with both established companies and emerging brands showing strong results. However, with the resurgence of the epidemic in some regions, consumption is under pressure, and the second half may face greater challenges. The market is trending towards stock competition, with increasingly fierce price wars and rising traffic costs. How can brands achieve high growth in the new consumer brand track, maintain strategic focus, and unleash growth vitality? Recently, Bain & Company and Focus Media jointly held a forum on "The Path to Brand Growth in the New Development Pattern," where brand leaders discussed topics such as "Brand Growth Strategies and Marketing Tactics in the New Consumption Era," which may offer some insights to the industry.

In the first half of this year, the domestic consumer industry performed well overall, with both established companies and emerging brands showing strong results. However, with the resurgence of the epidemic in some regions, consumption is under pressure, and the second half may face greater challenges.
The market is trending towards stock competition. Against the backdrop of increasingly fierce price wars and rising traffic costs, how can brands achieve high growth in the new consumer brand track, maintain strategic focus, and unleash growth vitality?
Recently, Bain & Company and Focus Media jointly held a forum on "The Path to Brand Growth in the New Development Pattern," where brand leaders engaged in in-depth discussions on topics such as "Brand Growth Strategies and Marketing Tactics in the New Consumption Era," which may offer some insights to the industry.
**The Core Battles to Win in the Future: Four Brand Growth Paths**
**Lu Xiuqiong, Global Expert Partner at Bain & Company and Consumer Goods Marketing Expert**, believes that we are entering a new era of consumer sovereignty, where changes in consumer needs, decision-making paths, and brand relationships are profoundly impacting brand growth strategies and marketing tactics.
Consumers are no longer just buying the product itself, but also the lifestyle and emotional premium that the brand represents. Combined with the three major characteristics of the new consumer sovereignty era in the Chinese market—fragmentation, homogenization, and omnichannel—the core of growth lies in a people-centric demand creation model.
She stated, "This is the most exciting era, but also the era of growth anxiety. Whether new or old brands, local or foreign, only when CEOs choose the most accurate growth path, CMOs refine precise marketing methods, and media strategy teams open up innovative investment routes, can the brand's long-term development be stable and far-reaching."
Facing the rapidly evolving market landscape, Bain has summarized the following four brand growth paths, which are the core battles brands need to win in the future.
**Product Breakout**: The transformation from internet-famous to long-lasting requires multiple trials. For example, after achieving high penetration among seed users, Genki Forest quickly broke out through saturation marketing attacks, becoming a mainstream star brand.
**Scenario Expansion**: Fully tap into the demand potential of core consumers, including awakening unmet needs, stimulating unperceived potential needs, and creating new demands. For instance, Milkground used elevator advertising to strongly occupy the view of mainstream consumers, creating a new demand for children's cheese sticks and successfully expanding new scenarios for cheese consumption.
**Omnichannel Enhancement**: With the slowdown of online traffic growth, the rise of offline experiential shopping and O2O channels, new consumption has entered the Channel 3.0 era, and omnichannel integration is unstoppable.
**Regional Breakthrough**: Brands need to defend their mainstream position among trendsetters in new consumption cities, as this is the most consumer-powerful user group and core regional battlefield.
**The Path to Growth for Excellent Brands: Brand-Driven, Scenario-Driven, and Innovation-Driven**
**Lu Minfang, CEO of Mengniu**, shared at the forum the way to maintain high revenue growth, which is a consumer-centric courage to break through: the breakthrough of Yoyi C products, the breakthrough of Shiny Meadow fresh milk supply, and the breakthrough of Milkground scenarios.
He stated that Mengniu's secret to successful new products is to seize consumer demand, focus on health food trends, concentrate resources, focus on centralized media, and dominate Focus Media screens. Replace homogenization with differentiation, price wars with value wars, and traffic-driven with brand-driven, using certain business logic to win this battle in an uncertain market environment.
**Zhang Jiayin, CEO of McDonald's China**, shared how McDonald's, in the process of transitioning from past scale expansion to circle-driven same-store growth, has explored three major growth strategies for scale and precision:
**1. For differentiated needs of target groups, achieve new group breakout through new products like Subway-style sandwiches.**
**2. For differentiated needs of scenarios, successfully expand the breakfast scenario and communicate at key touchpoints in the consumer's breakfast decision path (e.g., community elevator scenarios).**
**3. For differentiated needs of channels, plan an omnichannel experience for consumer touchpoints.**
**Focus Media's Digital System Upgrade: A Long-Term Partner for Brand Growth**
In this era of growth anxiety, brands need media partners who understand both media and business and can strongly boost brand growth. Jiang Nanchun, founder of Focus Media, elaborated on how Focus Media, as a centralized media platform reaching 400 million urban mainstream people daily, uses eight systematic solutions to boost brand growth and become a long-term partner for brand growth.
He stated, "Focus Media uses scientific tools to provide brands with more systematic and effective advertising solutions, offering systematic solutions on the four main paths to help brand growth. It also cooperates deeply with Alibaba Group's Umeng+ and third-party monitoring agencies, providing a service system with systematic precise point selection, digital monitoring and evaluation for pre-investment, during-investment, and post-investment."
"Focus Media is not only the core position for brand ignition but also the 'trigger button for scenario transactions.' With scenarios as the trigger point, it becomes a brand growth partner that stimulates potential consumption demand and creates commercial increments in the new consumption era."
**Saturation Strike + Precision Strike: Eight Solutions to Boost Brand Growth**
Focus Media reaches 400 million people, accounting for 60% of the middle-class population. It is a mainstream media with both wide coverage and high-frequency touch, and its resource richness provides brands with flexibility in media strategy.
Brands can use Focus Media's short-term saturation strike characteristics, adopting the four solutions of nuclear bomb attack—mainstream group breakout, scenario renewal, e-commerce sales assistance, and leadership defense—to quickly build awareness and assist sales.
At the same time, through Alibaba-empowered Focus Media's omnichannel full-link digital system, brands can use the four missile precision solutions—precise customer group ignition, specific scenario awakening, terminal near-field traffic guidance, and key province/city penetration—to carry out ignition-style precision strikes.
**The Trigger Button for Scenario Incremental Transactions**
In a stock competition market environment, brands need to use new scenarios to create commercial increments. Scenario-based creativity composed of people, time, place, and events can stimulate consumers' potential needs and increase sales.
**Focus Media is a typical scenario media. Its office and residential attributes are close to the last link of the consumer decision chain, playing a significant role in prompting and guiding e-commerce transactions and transactions within the three-kilometer work-life circle.** It connects brand scenario creativity with transactions and is the trigger button for scenario transactions.
Many brands have opened up new consumption scenarios through Focus Media, achieving rapid brand growth.
**Digital System Ensures More Scientific and Effective Investment Planning and Results**
After completing its digital system transformation in 2019, Focus Media has been committed to comprehensively improving its digital support system.
Currently, Focus Media can provide clients with full-link marketing planning and a scientific digital tracking and evaluation system, from standard processes for setting media goals and predicting results that align with brand growth goals, to assisting brand positioning and growth, to full-link scientific evaluation and strategy optimization of media investment, to assisting brand digital asset accumulation and accelerated conversion.
**Focus Media is a long-term brand growth partner that truly integrates into the entire process of brand building, omnichannel marketing, and consumer full-link asset accumulation**, providing brands with more transparent, open, and scientific solutions.
**In the Era of Fragmented Media: Need for High-Frequency Touch and Scale Precision**
**Mr. Tan Beiping, media industry expert**, shared innovative insights on media strategy in the new consumption era. He stated that in the age of information explosion, the media environment has undergone tremendous changes, and consumer decision paths have become increasingly fragmented and diversified.
Brands need to evaluate media investment from four aspects: reach breadth, reach frequency, reach quality, and reach results. In terms of reach breadth, **social media advertising and elevator advertising are currently the two media with the highest daily reach rate**.
In terms of reach frequency, he pointed out that the traditional 3+ reach effectiveness theory was born in the 1970s and has been widely challenged in the new environment. **Especially when brands hope to establish new consumer awareness, behavior, or habits, the reach frequency needs to reach 10-15 times or more to be effective**.
Tan Beiping also believes that the past national communication and the current over-pursuit of personalized precision marketing are not effective enough for large enterprises seeking further growth. In the future, **a scale-precision media approach should be adopted**, achieving consumer-centric circle empathy linkage through technology precision, scenario precision, and content precision, while finding media that have both scale and precision capabilities for scale-precision investment.
Finally, in measuring media effectiveness, it should be considered in conjunction with three dimensions: brand building, sales improvement, and digital asset accumulation. These views are forward-looking thoughts summarized from current cutting-edge media practices and are highly inspiring for both mature and emerging brands' marketing strategies.
**Ms. Zhao Jie, Vice President of Minglue Technology Group and President of Miaozhen Systems**, introduced that as an independent third-party professional institution, they began cooperation with Focus Media on real-time monitoring of building media as early as 2018, replacing traditional manual monitoring of outdoor advertising with digital monitoring, which will be open to all clients this year.
For the cross-screen reach effects and cross-media budget allocation tool Mix Reach that many brands care about, Miaozhen uses LBS big data and offline same-source research to better restore the true communication utility and efficiency of advertising.
According to a large number of case analyses, **it is found that Focus Media's building elevator media is an important communication channel that can both improve communication effectiveness and optimize costs in the media mix, and it is significant in helping brands achieve Mix Reach goals.**
**Under the same budget conditions, building elevator advertising has higher 1+ Reach effectiveness; 3+ Reach has lower unit cost and better efficiency; for brands that want high-frequency reach and saturation attacks, under the goal of achieving high-frequency reach 10+ Reach, only building elevator advertising can quickly achieve the 10+ Reach goal with limited budget, with stronger efficacy.**
**Lv Zhiguo, COO of Alibaba Group's Umeng+, believes that Umeng+'s Tiangang Smart Investment uses digital technology to usher in the data intelligence era of outdoor advertising. Umeng+ visualizes all Focus Media resources into the data middle platform, matches with Alibaba's massive data system, and helps brands with precise point selection before Focus Media investment and pre-investment Reach effect prediction.**
After the investment ends, it quickly provides a touch effect analysis report based on potential customers, and the offline exposed population flows back to Alibaba's data bank, clearly presenting how building elevator media helps clients promote conversion and accumulate brand digital assets in each segment of the brand's AIPL process.
In addition, **the online data flowback of offline exposed populations and secondary investment touch achieve the synergy and effect stacking of Focus Media and Tmall, which is a powerful weapon in this Focus Media upgrade**.
Mei Jiang, CMO of Xiaoguan Tea, shared their new approach of using a 1-hour long version advertisement to dominate Focus Media's smart screens, successfully evoking Chinese people's new awareness of the ritual connotation of tea and triggering 550 million topic reads on Weibo. Wang Pu, Vice President of Genki Forest, stated that based on post-investment data feedback, Focus Media elevator media has greatly helped improve brand power and sales.
**Chen Peng, Vice President of Focus Media**, stated: Deeply understanding brands' growth needs in the new consumption era, Focus Media supports the four major brand growth paths with targeted solutions and full-link professional data systems, boosting clients' high-speed growth. This is Focus Media's own upgrade strategy to win high-speed growth.
When discussing the marketing outlook for five years later, brands and experts generally believe that in the fragmented and rapidly changing era, the core elements of growth remain unchanged, including people-centric products, brand value creation, the use of centralized media, and the intensive cultivation of core marketing channels. It is necessary to grasp the logic of certain growth in an uncertain environment.
**Are you "watching" me?**


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