In terms of time-sensitive svps, digital integration marketing specialists, the positioning theory can still help businesses to address marketing problems efficiently, provided that it is properly applied during the construction phase of brand recognition, in a highly sophisticated and multi-layered chinese market. In this paper, the charade summarizes the three blind areas that businesses need to know before applying the positioning theory, and helps them to stay short。
30 seconds to read full text:
1. The positioning theory is based on two main assumptions, but the underlying rationale has now been relaxed
2. The positioning output of "brainwashing" is highly dependent on powerful traditional media, but the environmental base of such media has now largely collapsed
3. The positioning theory is not appropriate for all categories and does not apply to advanced stages of branding
4. China's market is vast and its demand level is complex and diverse, and positioning theory is far from "dead "
5 in a mobile internet environment, the distribution of positioning needs to be upgraded to allow for the completion of fission dissemination。
Never before has a marketing theory such as "location" been so controversial in the various public and private debates of the marketing community。
In the case of the positioning theory, the belief is too high and the challenger is too good to be true. In any case, from the 60s to the 70s, when iris and jack trout published a series of related articles, positioning became a controversial topic of marketing. With the spread of mobile internet, consumer behaviour and the environment of transmission have changed, and the debate over positioning has been particularly intense in recent years。
Leaving aside the controversy, we tried to figure out whether the positioning theory had failed in the mobile internet age. How can we be more efficient by positioning the output? This paper may give you some inspiration。
Current experts
Clock
Times svp digital integration marketing specialist
3 annual financial media experience, 10 years of brand consulting and digital integration dissemination experience。
Former deputy managing director of strategy for the chinese brand digital marketing group. There is a wealth of experience with strategic positioning of brands, dissemination of strategic ideas and phenomenon-level implementation of large, three-pronged projects。
There have been several cases of phenomenon-level transmission of locator output, such as gadobo, "gold cans on the list" and "children need children's medicine" . In particular, it has provided services to oppo, kyoto, ilya, gardobo, dong ahgyu, the sunflower industry, etc。
Actively active svp, specialized in industry: internet technology, big health, big sales, etc.; good in business: brand full, digital integration marketing。
Interview/candy written/chou ann: expert opinion below
As a highly viable theory, positioning theory can effectively address many marketing issues. But any theory has boundaries. It's a deliberate and unwitting misdirection to package positioning into a "manager theory"。
In fact, the current nature of consumer behaviour and branding in china is fundamentally different than it was more than half a century ago. The assumptions underlying the positioning theory have been relaxed, and more challenging is the collapse of the intermediate environmental base of the rigid output of the positioning concept。
I. Why do many people say "location is dead"
The positioning theory views marketing as a battle to take over the minds of consumers, and brands must occupy the first (or second) of a given class to gain a strong competitive advantage. This assertion is based on two assumptions:
Presumptive one: consumer behaviour assumptions. "consumer goods thinking, expressed in brand. I don't know. For example, when you buy a drink, you think about whether you want a coke or a juice or a mineral water, and when you choose a coke, you say you want a coke。
Scenario ii: consumer perception assumptions. Consumers have limited intellectual space and can only eventually remember the first or the second in the class. Like coca-cola and pepsi coke, consumers don't know what they have。
This was established in a traditional era of high information asymmetries. However, today, both these assumptions are beginning to relax, and as a result, there have been a number of "de-positioned" assertions in the industry。
Think about all the brewing beer you've had and your bathroom is full of baths, and you may not remember its brand name. A leaf zhiqiu. Information is highly symmetrical, and after a great deal of choice, individualized, diversified consumption becomes a trend, with a large number of small brands taking advantage。
As a result, consumers are not necessarily " brand names" or simply consuming " brand number one (or second)". The rocket-like rise of the perfect diary, hfp, etc., and the explosion of the red garment brands such as sydney and zhang dao, cannot be explained by the positioning theory。
Changes in the information dissemination and interactive environment, inversely, drive changes in consumer behaviour. Reading notes in little red books, reading articles in micro-letters, watching videos in tremors, can lead to "explosives" in the name of grass that are not known to be heard, or even pulling grass after reading. This is inconceivable in traditional times。
However, a brand says it is a leader, a product says it is chosen by more people, and consumers probably will not grow grass because it is not the context of moving the internet。
Is it true that the locator theory was set on the dead
Despite the enormous challenges posed by the positioning theory, we believe that the positioning theory is far from being "dead" and that the positioning theory still has great scope for its value。
Why
China's markets are extremely complex and diverse, and in a wide range of off-line markets, most consumers continue to follow the principles of the dozens and dozens of consumers, still “thinking of supplies, expressed in brand names”。
The former chief of general staff of the ali baba group, in his " smart business " , stated that china has not only been a fast-changing market, but has also been a very uneven market. The major changes in commerce brought about by technological changes and changes in the economic structure of the policy environment are not only intense, but also rapid, so that there are often multiple cycles of development at one point in time, which have been used to summarize the specificities of the current chinese market。
At the stage of brand recognition, in a highly sophisticated and highly hierarchical chinese market, positioning theory can still help enterprises to efficiently address marketing challenges, provided that it is properly applied. But before applying the positioning theory, you need to know where it's blind, and you need to stay short。
1. Blind areas for products
The positioning theory does not apply to all categories. For example, foreign brands such as google, apple, amazon, and domestic brands such as ali, tunning, bytes, and rice cannot be explained by positioning theory, because these enterprises themselves are building a business future and the theoretical framework of the past cannot be applied. Even consumer goods with relatively high decision-making thresholds, such as luxury goods, cosmetics, etc., do not apply to positioning theories。
2. Brand stage blind zones
The positioning theory is not an adequate branding theory, at least not for the advanced stages of branding. As a result of theoretical limitations, brands tend to export their location only in the form of a model of "positioning concept + trust + heat sales", but such advertisements are difficult to address the "high-level dilemmas" in which user emotions, emotions and attitudes resonate。
3. Communication strategy blind districts
The positioning theory is based on the traditional communication age of 1. 0, and it itself makes little reference to communication. In terms of the dimensions of information strategies, decades-old concepts and stereotypes have been disconnected from the environment in which the mobile internet operates. If the same message is repeated on various platforms without distinction, it is a sword that is difficult to achieve。
Iii. How do we land in a mobile internet age
In the age of traditional media, brands can be used overnight to carry out full-scale air, sea and land bombing of "positioning words" and to carry out repeated brainwashing. Today, if a brand is to have the effect of “brainwashing” for all, it is likely to invest more than ten times as much。
The tactile efficiency of traditional media has declined and digital and fragmented media have become dominant, but the way in which a large number of brands are located and distributed remains in the traditional era of brainwashing advertising。
We have served many of the brands that believe in positioning theory, and have found them painful at the level of dissemination and implementation. At a time when the positioning concept needs to be disseminated, there appears to be few options other than a resource-based divestment of funds, with high-frequency (hf) hard-to-heavy placements on various channels. And the effectiveness of such advertising is being questioned by the brand itself。
The traditional "brainwashing" method of positioning outputs is highly dependent on powerful traditional media, which have largely collapsed。
So, in the age of mobile internet, how does positioning work? We have a few thoughts to discuss with you。
1. Dissemination of fission by upgrading positioning output
Is there any other possibility of positioning outputs than leaders, authentics, classics, and more people choosing... The paradigmic, one-way slogans prevalent in these traditional media times
Here's a case of our little sunflower。
Among the top three nails of children's medicines — sunflowers, 999, triples — only sunflowers are the only brands for children only, and the others are brands for adult and child medicine. In line with the language system of positioning, sunflowers are consumers who are expected to dominate the children's medicine class。
But instead of building branding strategies from the point of view of leaders, heat-selling trust, we are returning to consumers to look for opportunities to export. In 2016, in the course of our in-depth study, we found that the general public (even some doctors and policy decision makers) had a weak understanding of children's medicines. It is a fact that the shortage of children's medicines has led to a large number of abuse of adult medicines in the treatment of childhood illnesses, which has also indirectly led to the deafening of about 30,000 children per year due to inappropriate drug use。
Thus, it is in the interests of society and the general public to move from a public interest perspective to the promotion of quality education as a key to the development of the product. In direct response to the reality of "abuse of adult drugs, use of drugs, dosages, guesses", we have launched the slogan "the child is not your shrinking version — children need children's medicine", which fully integrates advertising, public relations, digital marketing and end-of-channel activities and completes a phenomenon-level dissemination campaign. The battle was marked by the self-dissemination of official media and kol, which were worth more than tens of millions of yuan, with repercussions ranging from the whole of medicine to the entire population。
An ad for sunflower
It is worth mentioning that the campaign began the year of safe drug education for children and not only effectively facilitated the promotion of small sunflowers as the first child medicine brand to enter the consumer's mind, but that, following this, the government has launched an intensive policy to encourage the development and production of children's medicines and to open up the list of essential drugs, and has abolished the killer of the child's deafness — the death of the needle。
In the age of mobile internet, positioning outputs can only be described as professional laziness if they continue to use rigidity and attempt to brainwash consumers. We should also step back to consumer insight and look for the possibility of exporting fission。
2. Spreading fission through excavated products themselves
In the new communications environment, the product itself is the largest medium of branding and the best medium of building class recognition and brand recognition, and the explosive products that we have seen in recent years, often the product itself, are “self-made”. The possibility of creating fission with good product itself is a key to deepening positioning output。
We have summed up the product fission 3 rockets:
Take an example of a bubble mask:
The first rocket is a bubble that starts when the face is covered, and it feels that foam cleaning will be more complete; the second rocket is a massive plant of grass planted by pelea to centralize the shivering and little red books and the ali platform, and planted a bomb that detonated the social network. – the more dirty the face is said to be; this directly triggers the self-transmission of level 3 rockets, which many consumers use。
According to the data, in july 2019, pleaia's bubble mask came to the top of the shivering beauty watch list and sold 800,000 boxes; it helped to increase its sales from over 20 million to 6 million。
Of course, most of the products in the current market are not necessarily "set on level 3 rockets", but this does not mean that there is no new possibility. We can look at the red brand, open the brain hole。
Zhong xue-go has launched the alcohol-containing "screen ice", the perfect diary, discovery, the explorer's 12-colored eye shadow, hanaciko, li jiaqi, the sculptor... These limited amounts, or novelty products, have been effective in helping to upgrade brands and to increase brand activity on the internet。
In addition, the product itself can create topics and content, even ips. For example, vedda paper towels, designed to strengthen the perception of "resistence", have succeeded in building a brand ip for nearly seven years with a continuous "wedding dress"。
What kind of fissure could it be
3. Spreading fission by capturing the characteristics of the platform
As stated earlier, in the current dissemination, it seems that the single official content, which is based on monologues, attempts to wash the way in which the population is invested, no longer exists because it is lazy enough to be sincere. Of course, take billions of dollars and billions of dollars to pay for the brand。
Since 2016, the total number of internet advertisements has surpassed the total number of traditional media advertisements. Let's look at china's internet advertisement 2019: revenue top10: ali baba, byte beats, 100 degrees, tumbles, kyoto, american group point reviews, new wave, mi, tiger 360 and 58 in the same city. Although these enterprises pool 94. 85 per cent of china's internet advertising share, the logic of the platforms varies greatly. Whispering, microblogging and twitter are all part of the larger social sphere, but content patterns and user behaviour vary, and skycat and kyoto are more self-contained。
Media soils have changed, and it may be difficult to make a difference on these platforms if positioning outputs are still based on rigidity and one-way and monotonous content material。
During the period of dividends from the emergence of major social platforms, many new and sharp brands with a keen sense of smell, concentrating limited resources on a single platform, have reaped explosive growth。
To give a few examples, hfp was set up for three years to harvest 1 billion people, and the flow dividend came from micro-intelligence public, and in 2016 and 2017, when it erupted, they invested heavily in micro-intelligence publics, investing billions of dollars in a reputation. The perfect diary, zhong xue goo, started with little red book; half an acre of flower fields reaped dividends from tremors; and red earth re-fired through live broadcasts。
At present, these brands, which are well-versed in platform practices, are faced with rising costs of platform traffic and depleted dividends, and are seeking new and more efficient models of integration and replication. How, then, is it efficient to invest heavily in platforms with inefficient, uniform, rigid dissemination materials
Finding a suitable platform for "platform-specific" outreach strategies and tools to reach consumers is a mandatory answer for each brand. This is particularly difficult for the brands that believe in positioning, and it is urgent to upgrade the concept, upgrade the language system and change the mindset of outreach。
The traditional medium soils of a one-way output have collapsed, and positioning theory can still guide competition strategies, but the diffusion of positioning must be upgraded by 2. 0, 3. 0. Specifically, we would like to discuss this with you and welcome your messages。
