The acceleration of Internet information interaction has shortened the acquisition of various types of content, thus making the competition in all aspects more intense.
For enterprises, the proliferation of homogeneous products has exacerbated the cruelty of competition and made the originally narrow track even more crowded, causing many companies to be pushed off the track and smashed to pieces.
Popular categories, hot-selling products, the more difficult it is to achieve differentiation. In terms of packaging, selling telemarketing list points, prices, services, etc., they are also becoming more and more similar.
This makes many small and medium-sized brands and emerging brands go further and further in the direction of the price war.
With the diversification of Internet forms and marketing models, small and medium-sized brands and cutting-edge brands have turned their attention to those brands with a sales volume of 100 million.
Look at the case, learn the model, engage in marketing, follow the business layout of the big brand, try to follow the big brand and get a piece of the pie, thinking that as long as your product has the blessing of traffic, you can also reach the height of the big brand, easily break 100 million, and become a brand Mythical Road.
But this can only cure the symptoms, not the root cause.
Brands that are just starting out may taste some sweetness, but telemarketing list as more competing brands join, the situation will become more difficult and return to the state of crowded tracks.
As a business operator, you can't just focus on these superficial things, that is, the content called "skills". Various marketing models are not goals, but only means and processes. You cannot rely solely on multi-channel delivery to obtain traffic, thus ignoring the in-depth excavation and development of products.
At the same time, it is necessary to plan at the level of "Tao", and the formulation of marketing strategies should be added to the corporate strategy.
The homogenization of a large number of brands and products also means that the positioning and selling points of products are also homogenized.
Only by planning at the level of "Tao" and formulating marketing strategies can we effectively break out of the situation.
Product selling point
Culture and Empathy (Emotional Identity)
1. Category Opportunities
There are two motives for consumers to buy a product: demand and inducement.
Consumers with real needs will choose brands and products to buy. The purchase process is complex and short-lived, and the choices that affect purchases are multifaceted, and these aspects are what brands need to focus on. Consumer buying psychology: look at the brand - choose a product - compare prices - compare activities (preferential policies) - look at word of mouth - place an order to buy.
This process can be long or short, depending on whether the consumer needs it urgently or not.
Through advertising, marketing, content dissemination, events, holidays, etc., brands can enhance the awareness of products in consumers' impressions. So through a series of marketing methods and activities, to guide consumers to buy. Consumer buying psychology:
What is the product? Can the selling point and promotion of the product be recognized?
Am I useful? Use it now, or use it later.
What are the benefits of buying now?
What will you miss out on in the future?
1. Multi-party comparison
Decide to buy two kinds of purchasing decisions, the product you choose is the category of the brand, that is, you have to tell consumers what you are selling.
It can be seen that the initial focus of consumers is the product, that is, your category. This is to determine whether consumers will have the next series of psychological states, whether they are willing to listen to the story of the brand, and have the original intention of purchasing for this reason.
2. Focus on categories
In the beginning, there is no need to do many and wide, large and comprehensive categories. Start with a subdivided category and look for a breakthrough. There are many subdivisions of categories, which also means that there may be a lack of representative brands, and it also means that small and medium-sized brands and emerging brands have more and greater living space.
In 2011, Great Wall Motor's sedan business accounted for more than one-third, 40,000 more than the overall SUV sales; the momentum is very good, but the advantages compared with other competitors are not obvious, plus the independent brand / joint venture brand The competition in the sedan segment has become increasingly intense.
Great Wall Motor's financial strength and resources were relatively limited, so Great Wall Motor made strategic adjustments, resolutely abandoned the immediate results, specialized in the small-share car market, and poured resources into the SUV field, which had less than 5% of the Chinese car market at that time. It is precisely because of the focus adjustment on products that the development of Great Wall Motors in the past 10 years has gone from less than 10 billion in sales that year to more than 100 billion now.
There are many similar examples. Instead of everyone competing for predictable categories, it is better to turn to small-scale markets to break through. Small-scale markets may not be enough for everyone, but as the first party to eat, they will definitely be able to eat very full.
3. Research and develop new categories (deep mining categories)
For most products of the same category, the differences in process and materials are getting smaller and smaller, or even similar. It is necessary to fundamentally find differentiation, build a product value wall, and reduce competition. Banu Hotpot first targeted Haidilao and Haidilao pk service, but Haidilao's image of good service has been deeply rooted in the hearts of the people.
Later, Banu Hotpot focused on Maodu, changed its name to "Banu Maodu Hotpot", made a breakthrough with a single product Maodu, and created the "Maodu Hotpot" category. New fields, new raw materials, new processes, and new technologies can all serve as breakthroughs for new categories.
Attention should be paid to the selection of categories: new categories must conform to consumers’ cognition, avoid falling into the emotional blind spot that my product is very good and there must be a market, and don’t fall into self-exaltation. In the current market, it is no longer an era where consumers accept what brands give to consumers, but depends on what consumers want and what kind of ideal state they expect.
The innovation of the category is basically accompanied by the transformation of the product, and the transformation of the product is closely related to the supply chain, the research and development of the team, and the time cycle. So if you can't change the product category, how can you break the game?
2. Product selling point (brand selling point)
As I mentioned in previous articles, the selling point of the product is not the advantages and advantages of the product. The selling point of a product is the demand point of consumers, it is to give consumers a reason to buy, and they are willing to pay for it.
An embarrassing dilemma of homogeneous product categories is that the selling points cannot be unique and unique, the content delivery is similar to the competing products, and the delivery efficiency is not high, and then the brand is anxious.
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