In China, there are 700 million internet users, and 80% of them have sleep problems. Their demand for sleep constitutes a huge consumer market. To win the favor of internet users, brands need to solve their pain points. At present, every brand is going all out to please this group of young internet users with strong self-awareness. How to achieve effective reach from their pain points? Quanu has provided us with an excellent marketing example.
Effective reach starts with insight
We often see close interactions between major brands and internet users online: "Marvel and Anta launch co-branded products", "The Palace Museum lipsticks become popular items", "Meitu Xiuxiu establishes Yanjiusuo"...... These brands, based on their own brand characteristics, attract attention and win the hearts of internet users through cross-border and innovative marketing. Among the endless stream of marketing cases, we find that for brands to achieve effective reach, insight comes first.
When it comes to solving the sleep problems of internet users, Quanu has gained insight into user needs, created the marketing theme of "Quanu Green Life Festival • Green Sleep Season", and identified "sleep environment" as the entry point. It follows a process of systematic investigation on the status quo of sleep environment → releasing the white paper on sleep environment to deconstruct the current sleep situation → developing products targeting sleep demands. This interlinked brand marketing process conducts in-depth communication with internet users at every step and solves their sleep problems in practice.
In the early stage, Quanu joined hands with Sina Home to launch the "Survey on Sleep Environment of Chinese Internet Users". The 28 questions in the questionnaire cover dimensions including sleep quality, sleep habits, sleep environment, and selection of sleep-aiding products. Through extensive social surveys, it presents the current sleep status of heavy internet users, draws more public attention to individual sleep problems, helps brands better understand sleep demands, and provides a reference for the research and development of sleep products.