Core Insights - The article emphasizes the importance of "trust portrait" in the consumer goods market, which is a validated methodology that helps brands succeed in a competitive environment [1][5] - The case study of the plant-based beverage brand "Liangcao Gangmu" illustrates how understanding consumer trust can lead to effective marketing strategies and brand positioning [1][5] Group 1: Trust Portrait Concept - Trust portrait is a concept where consumers have specific trust images associated with products, influencing their purchasing decisions [1] - Identifying and leveraging these trust images can lead to high sales and premium pricing for brands [1] Group 2: Case Study of Liangcao Gangmu - The marketing team at Jingrui Zongheng focused on understanding the trust portrait of young consumers who desire healthier options and appreciate traditional Chinese culture [1][2] - The product formulation included hawthorn to enhance digestive benefits and reduce consumer apprehension towards unfamiliar flavors [2] - The brand name "Liangcao Gangmu" reflects health attributes and quality, while also benefiting from cultural trends, such as the resurgence of Jay Chou's song [2][3] Group 3: Marketing and Sales Strategy - The marketing strategy targeted specific channels, including offline dining establishments and the online platform Xiaohongshu, using authentic content from influencers to reach health-conscious young women [2][3] - The sales strategy involved a "sample first, replicate later" approach, starting in Changsha, where the local culture aligns with the brand's trust portrait [3] - The brand's sales in certain areas even surpassed traditional competitors, demonstrating the effectiveness of their strategy [3] Group 4: Conclusion on Brand Success - The case of Liangcao Gangmu illustrates that new brands can succeed not through heavy advertising spending but by systematically building consumer trust [5] - In an era of information overload, consumers' desire for trustworthy brands remains constant, and identifying unique trust factors can unlock market potential [5] - The essence of marketing lies in fostering genuine belief in the brand rather than merely persuading consumers to buy [5]

Core Insights - The article discusses the concept of "trust image" in consumer perception, highlighting how it influences brand positioning and market success in the Chinese candy market and other sectors [1][2][9] Group 1: Trust Image Concept - The "trust image" is a critical factor in consumer decision-making, often overshadowing product quality and marketing efforts [1] - The case of Jin Si Hou milk candy illustrates how regional biases can limit market penetration, necessitating a shift in brand perception through strategic relocation and branding [1][2] Group 2: Strategies for Building Trust - Companies can break through cognitive barriers by redefining key value dimensions of their products, as seen with Jin Si Hou and Chang An Hua canola oil [2] - Visualizing value is essential; for instance, the development of Chen Pi series by Pi Zai Huang transforms traditional craftsmanship into relatable consumer experiences [3] Group 3: Systematic Empowerment - Successful implementation of trust images involves reconstructing sales narratives and adapting channel strategies, emphasizing the importance of integrating trust into every sales interaction [4] - Many brands mistakenly equate capturing a positioning word with establishing trust, neglecting the essence of trust images as consumer perceptions of products [5] Group 4: Category-Specific Trust Points - Different product categories have unique trust anchors, such as the "Shanghai gene" in the candy industry and "raw material worship" in the cooking oil sector [6] - The introduction of new product lines, like Jin Si Hou's foray into snacks, reflects the need for ongoing adaptation to changing consumer behaviors [7] Group 5: Simplifying Consumer Decisions - In an era of information overload, the essence of trust images is to simplify decision-making for consumers, guiding them through their cognitive blind spots [9] - Brands that evoke professional associations in consumers' minds can naturally enhance their pricing power, leading to increased market success [9]