In business competitionProduct powerIt is the key to an enterprise's success, and pricing capacity is the core expression of product power. This paper explores in depth the nature of product power, from product definition, the constituent elements of product power to how to occupy market space through pricing strategies。
I. Understanding products
What's the product
A group of tangible, intangible combinations that meet consumer needs. Includes: core, form, additional products。
How do you understand the product
Essentially, it is an understanding of the type, characteristics, division。
What's product power
Is the value of the product at level 3-4 for the product's characteristics in terms of function and benefits (sensitization, sensory contact, sensory management)
Core products: physical properties function of the product, benefits, value forms products: social attributes packaging of the product, form, appearance attachment products: spiritual attributes concept of the product, stories, values
— at the core is the discovery, understanding, occupation of quality characteristics
The three levels of the product are valued using values, functional values, image values and social values。
To this end, we say that product power is to take on new characteristics of the product by focusing on its functions and interests。
New product characteristics, benefits, disease, pain, unmet need for old product
There is only one reason why a product can explode because it captures new product class characteristics and new demand. Lulemon: power = power + power
As mentioned in the book business life cycle, “in reality, firms at the beginning of the market are often not market-oriented, but rather product-oriented, with strong characteristics and functions。
Lulemon has reached soft and comfortable clothing through luon patented fabric, slivere scent, etc. For example, the tight vests are lengthened to cover part of the buttocks when combined with yoga pants; and unique designs such as "dark pocket", "dual-direct" and "sflash at night"。
Not only did it solve the problem of the extension of yoga pants during exercise, ensuring that women do any form of yoga without showing flesh and skin, but the presence of camels' feet was avoided by cutting. At the same time, lulemon's yoga pants highlight women's body lines and hip curves in comparison to inappropriate dance uniforms。
In terms of pricing, lulemon has its own understanding that the target population is locked in women with high quality and capacity to pay, at a price twice as high as nike's equivalent. The retail price of a sports high waist tights in china is approximately 750 to 1,000 dollars. Nike's tights are about $300 to $700. - what's product power
This is the power of the product, the ability to price it
Ii. Looking for matches
As the army said, anything you can think of, someone in this world has thought of, or even done. The world is never going to reach the so-called “qualit state” and the future, and successful businessmen are better than those who can take the lead in finding poor information and thus create poor perception。
You have a chance to do better in a good industry. At the heart of business decision-making is the choice of all in, not all in. Do anything without forgetting the basic probability that a thing will happen equal to the probability that the underlying probability* itself will happen。
This basic probability is a class for business. The quality is the foundation of the business and the ceiling. – the fundamentals of the quality determine to a large extent the probability of success or failure. Think of what was once the middle age of nokia, where the product determines life and death, and the product is the basic rate。
For example, in the products of the aerobic forest, you can almost find a shadow of his products in another business community, whether they be tea burning, no sugar-free bubble water, milk tea, electrolyte water. Ask someone who knows what's going on
Successes tested in a market tend to be more likely or more likely to be successful。
Iii. Scenes-making
Physical scenes: a markle cup spreads five dollars apiece, ten dollars apiece, three dollars apiece, with a beautiful environment in starbucks, the aroma of coffee, and scenery displays that can magnify the price 5-10 times. In fact, any cup sold at a coffee shop can be sold at 5-8 times the price. The premium space is not a product, but the scene and the surrounding price anchor。
We talk about new species under the line, essentially the re-establishment of the physical scenes of sale, such as the box of fresh and hot taverns of previous years. Food is still to be eaten, alcohol is to be drank, but new consumers need new physical scenes to stimulate the desire to eat and drink。
Mental scenario: milk is a popular product and can only be sold to the general public for pricing. How to sell a glass of milk at three to five times the price, the core is not functional, but rather discover, recreate and redefine the target consumer. For example, breakfast milk sold to children, good-night sleeping milk sold to white collars and calcium milk sold to pregnant women。
That's what trencesus did. That's what jen-ai did, doubled the price of yogurt, sold it to her fashionable mother, and now she's got a father-loved formula。
Iv. Operations
Once a market for any product has entered the oligopolistic stage, it means that entry costs are already high. It is not just the cost of production in the post-supply chain, but more the cost of cognitive education for consumers at the market end. Because once the mind is built, it's hard to change. Competition is not on the shelf, it is not on the shelf, it is on the playing field。
Good business is based on a class or brand, and a clean “brain” is necessary。
It's about the geese and bosden
He said there's a king in his pants
What about the brand of t-shirts that reach consumers? Like, really no. This is a good opportunity for business, and in a $200 billion t-shirt market there has been a lack of an expert brand (which is indeed a good business)。
So we hope that in the next three to five years, the entire chinese market t-shirts should be white t-shirts and other t-shirts, so we want to be the only one before first. Even if you take first in a small group, you can't do two things — white t, zhang yong。
A big t-shirt in 1980 for the same product at one tenth of the price
White t = big quality + price + rice technology sensor
V. Differing
Consumers don't remember you because you're like the boss, but they choose you because you're different from the boss. It's always right not to be the next jordan, to be the first james, and you see the people speaking in plain and deep terms the nature of difference — different。
When wang was the boss, he was alive. You're a small tin, i'm a big bottle, and it's a real bottle, and it's a good sale。
The red ox is made in front, and the east peng is treated with a bottle, then a can, sleepy, tired and tired, and not happy。
And say, "you are the boss, and the red can represents a true coke, so i will be a dick, and a green can represents a young man's coke, and i will get a piece of it."。
The essence of differentiated competition is to develop a differentiated perception at the consumer level, which leads to facts and builds on them. On the one hand, de facto differentiation at the product level supports and, on the other hand, the perception of consumer differentiation. The construction of differentiation is not just a product, but includes consumer cognitive guidance and cognitive insight and even cognitive adaptation。
Six, four, one, from the quality, big business. Bureau
First, the broad pattern of business is found in the product sector: the product sector is not just a product issue, it is a market problem, it is a business “business” problem。
The starting point for a business should be a large market, where the big market is the foundation and premise of the big business. Without that premise and foundation, the past is overstretched。
When we are stretched out, we find that the original mistake was wrong at the beginning — that it was too loud to be silent. In the same product, the boundaries of the market vary depending on the conceptual issue of the product. Sometimes this difference is not a difference between 1 and 10, but a tragedy in the sky and underground。
Many times we think about products and products far from enough, even right. The creation of a class or occupation characteristic, do you create a class or occupy the primary character of a class? What's business -- do you create a class or do you take the characteristics of a class。
2. Conceptually, finding the basis for audience awareness
Second, from the conceptual point of view, to find the basis of audience awareness: product and product relationships this is followed by a conceptual approach aimed at finding the basis for audience awareness. The concept here must not be one of design, invention, innovation: what chews and eats is essentially an obsession with consumers and with audiences。
The concept begins with the idea of knowing what the customer already knows and finding what the audience knows, which is the source. Only when the force is found can concepts and perceptions be equated. Otherwise, it is the concept imposed by business, even the concept of fiction。
For example, does the word "coerced water" come from today's mercantile? No, the word corroded water exists, and today's macro is simply using this resource of mind to name its species and call it cool and white。
The question is whether cooked water is good, whether it needs to be warmed first, whether it can be called cold and white or overnight — conceptually speaking, it is the cognitive advantage of magnifying the concept。
3. To find reasons for support, starting with pricing
Thirdly, from the point of view of pricing, support is found: pricing is not a simple number, pricing is first and foremost positioning, and price support points are only available. You serve, you show, you sell. Before buying, as a consumer, the budget was in mind. And this budget is your lock on the market and the customers。
First-class entrepreneurs can price, which is an overt expression of their business penetration and a judgement of market trends. 19. 8 whether or 39 is the reason for the purchase, which is derived from an understanding of location throughout, a third-rate corporate price war。
These well-known words of price, the ability of an entrepreneur to be price-pricing, first-class firms to price, second-class firms to promote, and third-class firms to a large extent。
4. The slogan of the purchase is correct
The marketing slogans are first right, the secondary shouts are loud and the shouts are long. Isn't it true, big, long, long, long, long? If there is any general truth to advertising, it is repetition, repetition, repetition, and in order not to get tired of it。
In addition to slogans (text, voice) and vision, whether posters, front pages or media advertisements, words and voices are not enough, and visual reinforcement is essential — men do everything to be good and beautiful。
In other words, the expression of words, the expression of voices, and the reinforcement of vision are essential。
Here's another four latitudes for the ad: text, sound, sound, music. An ancient musical gift: a gift without pleasure is not a gift, but a pleasure without courtesy。
Historically, all those who work hard and hang their evils have had a special rhythm. The people rejoiced in the treatment of the water, so they made nine chapters of the nathi to honor its work. Tom, tom, tom, tom, tom, tom, tom, tom. The miyano war, wu wang kwok, was then declared the great war. When they became kings, the people rebelled, using elephants as an enemy to the east. Zhou was ordered to march and was expelled by the driver, so he made the three elephants to praise him。
The confucian is particularly focused on the impact of music on the human heart, arguing that it should be beneficial to human indoctrination, not to stimulate sense. Music led by the way of a man is beneficial to the progress of mankind; the satisfaction of sensory stimuli led by music can lead society to chaos. So there's the red sun up in the east so there's the story of spring and the people do it with the music and the pleasure。
"lu's spring autumn " : so there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a world where there's a place。
Sound, sound and music are three different concepts. The difference between sound and sound is that it has rhythm and tone and it does not. "he who hears, he who gives hearts." the bond moves in the middle, so it is in the sound. The sound is written and referred to as the sound." it means that only sound from the heart and written (with rhythm) can be called "sing."
So when we do advertising, we don't just think about the ad, the ad. It's about writing, sound, sound, and, above all, music. You have to think about words and words, you have to think about the sound, you have to plan the sound, you have to write it, you have to write it, you have to write it, you have to think about it, you have to think about the sound。
Words are dead, tigers with wings, they move like bongs, they're strong, they're persistent. - if words are to be long-legged (from tiger to tiger) and walk themselves, they must be accompanied by sound and sound legs, so that they are familiar and go away. It's a sound with rhythm, a text that can't be read, a "dead" sound, no sound。
