Putting Zhou Heiya, Bai Guo Garden, and Xiaohongshu, he said that the new consumer brand should ask himself three questions

In the field of new consumption, there are too many brands born in traffic and dying in traffic.

They have become a passenger in China's huge consumer market, and how can they really survive in this market and build their own moats. How do they be a brand?

In the past two decades of investment career, Tian Tu Capital CEO Feng Weidong focused on investment in the field of consumer goods in China, and successfully invested in Zhou Heiya, Baiguoyuan, Xiaohongshu, Feihe, Naixue's tea, tea Yanyue color , Santun Half Coffee, Jiang Xiaobai and other series of celebrity brands that are well known to consumers.

"China's consumption will always have a chance. The moment when the boom fades may be the best time."

Feng Weidong recently shared his actual combat experience in how to establish a brand in the Yangtze River New Guo Chao brand accelerator classroom, and made an in -depth analysis based on the new and old brand marketing examples, hoping to bring you inspiration.

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Source | Notes

This article is organized from the fourth module of the new Guo Chao brand accelerator of the Yangtze River Business School, the brand upgrade positioning class, and the author of "Upgrade Positioning" and the founding partner of Tiantu Investment, Feng Weidong, Feng Weidong. The following content is only the course clip, representing the author's point of view, and does not represent the college's point of view.

All the progress of human society is in the final analysis of cognitive progress.

Do you often say that "it is difficult to know if it is difficult", does it make sense?

It makes sense, but this reason is wrong. In fact, the root cause of "knowing difficulties" is "unknown and unknown."

Now human beings can fly to the earth. In the eyes of primitive people, they are more powerful than the immortal fairy, but the fundamental reason is still changes in cognition. Many people in the European century cholera died. In fact, the solution is very simple. As long as the water is boiled and drinking, this tragedy can be avoided.

Of course, it is difficult to get a little new knowledge. Even if someone needs to pay the price of bleeding, Bruno promotes the burning of the "sun heart". When someone believes that the earth is round, they can bypass the Ottoman Empire from the opposite direction to the east and start the era of great navigation.

Then learn from successful people, right?

Successful people must have done a lot of things to succeed, but often do a lot of correct things before he succeeds. He will make a lot of mistakes after success. These mistakes will eventually fail. No failure was because he could still bear it.

Therefore, we can easily perform errors without the correct attribution.

Do you not learn from successful people, do you learn from the loser?

No!

In fact, it is not the key to learning from who to learn. First of all, we must understand that what we want to learn is the correct causal relationship.

In the secular sense, there are many causal relationships with the "successful", but the success of many companies is random, because so many companies are blindfolding, there are always some coincidences. They may not know why they succeed. So you cannot repeat success.

In the field, the athletes are more powerful than the coach, but the athletes have to learn from the coach because the coach has causal relationship.

Therefore, we are neither learn from successful people nor to learn from losers, but to learn from those who have mastered causal relationships, because they master scientific methods.

The scientific method is to discover the correct causal relationship with logic and empirical methods. This is the most precious method of human beings.

1

Correctly define the business results of enterprises

1. Coca -Cola reconence the logic behind the mythology

Robert Wudurf once said:

Even if the Coca -Cola factory was burned by the fire, I could rebuild the complete Coca -Cola for three months.

Do you believe it? If the fire is fierce, it will not only burn the factory, but also burn all the data and files. Can it be rebuilt? it should be OK!

Suppose that the fire is a bit worse, the employees are buried in the fire, and there are no people. Only the brand is left. Can it be rebuilt?

If we can rebuild, we must use scientific methods to find causality, logic and empirical lack of indispensable.

It is difficult for business to do controlled experiments like physical experiments and chemical experiments. However, business can collect materials and observe, because business has enough materials.

In reality, there is indeed a case of the ultimate fire like Coca -Cola -the battle of herbal tea in China.

In this commercial war, Guangyao retracted the brand "Wang Laoji" in advance by lawsuits, and Gado had no brand.

However, Jiaduobao has a complete production supply and marketing system, and has Wang Laoji's sales from 100 million yuan to a powerful sales team, as well as the assistance of the top Chinese consulting institutions. Win, Wang Laoji will lose.

In addition, there are reasons that are difficult to refute -how can state -owned enterprises (Guangyao Group) play private enterprises in the fast -moving consumer field?

In the end, the development of the battle was surprising. Guangyao Group restored Wang Laoji's production, put the goods all over the country, and regained the leading position of market share.

This is the ultimate version of the Coca -Cola fire, and Guangyao did not expect to win the lawsuit quickly, but there was nothing except the brand. There were no suppliers or dealers' information, and no employee team, they needed to reconstruct quickly.

It is said that Guangyao Group sent five executives to quickly establish a production supply and marketing system in half a year, and finally recapture the market share.

2. The core business of the enterprise is the brand

This case actually answers the question of what the business results of the enterprise are.

Drucker said:

The business results of the enterprise are outside the enterprise, and there is only cost within the enterprise. This is by no means his amazing words, but a rigorous economics view.

Because the cash flow required for the survival of the company can only be derived from the outside, the reason why investors want to invest in you is because he has expectations that you can get more money from the customer. Vote you.

Moreover, the money for investment is not income. Only customers get income, so the currency income required by the enterprise can only be derived from the outside.

However, Drucker did not clearly answer, where the economic results exist in what kind of form, and the positioning theory gave a clear answer: It controls the customer's choice and allows customers to pay.

In the market economy, the most difficult thing is to let customers pay for it. Money is a choice. This choice is based on cognitive advantages.

Why do you choose you and don't choose others?

Among them must be a cognition, thinking that you have an advantage in a certain aspect. This carrier of cognitive advantages is called a brand.

The fire can burn all property assets, but it has not burned the brand. This is the business results in the customer's mind.

There is another version of the Coca -Cola myth: if the Coca -Cola factories are burned by the fire, there will be major banks to line up to loans to Coca -Cola.

Of course, the supplier and dealer's information is not a problem. A investment promotion will return all, and even the names. As for the employees, someone will also queue up to apply.

Why are there so many stakeholders who can re -gather again?

The world is good! Because these stakeholders believe that it can be effectively reconstructed, because they all see common things -Coca -Cola consumers are still looking forward to Coca -Cola on the shelves.

This is the key to the stakeholders that can order stakeholders. Its business results are still, consumers are looking forward to, choosing advantages and cognitive advantages is still there. This advantage is the brand.

The brand cannot burn in the physical world, and its destruction is not in the physical world, but in the minds of customers.

There was a rumor about Coca -Cola in the Chinese market. The rumors said that Coca -Cola will kill sperm. If this is true, at least half of the customers will not drink cola.

But another statement is real. Sugar -containing carbonated beverages are not good for cardiovascular and cause calcium loss. This statement erodes its results. Coca -Cola also responded accordingly and launched sugar -free Cola.

This is the answer to the theory of positioning: the core achievement of business operations is the brand.

3. Create customers through the brand -pre -sale

Why is the core achievement of business, not products?

Productist believes that there are ultimate products, and all problems will be solved. Productism has its belovers and practitioners, but its results are unspeakable.

Drucker believes that the only purpose of an enterprise is to create customers, and the upgrade positioning believes that the brand is the core achievement of the company's operation. What does this have to do with the value of creating customers?

Brand is the tool for creating customers.

How to create customers?

It is mentally pre -sale.

What is creating customers?

Customers chose you in advance. This is what you created customers, this is the mind pre -sale.

Before the customer goes out, or pick up the app to open the APP, he has thought that you want to buy your things or go to you to buy things, or use your app to search. This is the mental pre -sale.

The typical manifestation of the pre -sale of mental mind is to buy it. We went directly to a small sales department to tell the clerk a can of Coca -Cola. This is the name of the name. Name purchase is a significant sign for the formation of the brand.

Without completing the mind -pre -sale, it cannot be regarded as a brand, just a trademark.

Because the customer's mind does not have you, the performance in real life is on -site sales and random purchase. Only when customers see you can you buy you, because he can't think of you in advance.

On -site sales, you have to enter the channel, and the opportunity for customers to encounter is greater; after entering the channel, you must divide the location, the location is good, and the customer is easy to see you; if you pick it up, the customer is more likely to choose you; Find the right brand because you choose you for cheap.

Why do customers choose you?

We need to answer a question first: Is the customer rational or emotional when the customer makes a choice?

Everyone thinks that customers are very emotional. In fact, this cognition is wrong. Customers have emotional needs, but he is actually rational when he meets this demand.

After opening the shopping page impulsively, he will buy it immediately (this is emotional, no matter what you use), but the same product will choose 8 yuan instead of 10 yuan. This is the manifestation of rationality.

Because everyone's preferences are different, they will feel that others' preferences are unreasonable.

What exactly is everyone's preference? How to form?

Using the theory of evolution can explain part of it. He only made decisions based on limited information. Even if this decision was wrong afterwards, the purchase of information he paid this time, then he will improve next time.

It is actually rational when the customer makes a choice. At least at that time, he thought that the value he had obtained was greater than the cost he paid. The cost is simple, including money and time, important is the value of customers.

4. Customer value recipe

Customer value is divided into product value and brand value. Brands should be based on products, but sometimes products cannot be distinguished, especially when blind testing, but different brands have huge differences in price, indicating that the brand is also creating value. ① Product value

Product value can be divided into internal value and external value.

Internal value is the value that does not change due to the views of others.

We often use a ideological experiment to detect the internal value: Is there value in the world of one person?

Zhang Wuchang believes that the cost of impossible in one -person world is trading costs. This kind of "how will it in one person" is an important ideological experiment.

For example, Robinson, who has only one person on the desert island, is huge value. It can cut trees and build a house, defend the beast, and cut the meat and cut bones. Otherwise, it will be very difficult to survive. At this time It is internal value.

The external value is just the opposite of the inner value. It is valuable because of the views of others, or the value of other people's views.

One carat's diamond is not worthy for Robinson on the desert island; but in the city, one -carat diamond can buy 1,000 ax, and its huge value is all because of the views of others. " This view of love is the external value of diamonds.

② brand value

Brand value is divided into guarantee value and demonstration value, which works in two links:

First, the guarantee value of decision -making costs is reduced in the purchase process.

For example, if we want to buy stainless steel tableware, if it is three -free products, you must not be assured that you will doubt whether it will rust and whether it will exceed the metal;

If there are double -standing people or Susbo trademarks, you will not hesitate, this is the brand's guarantee value.

Second, the value of the effect of acting in the use session.

Through the brand you use, conveying a certain information to others, conveying the process is to show it.

For example, if you show money, you can't take out the passbook to the other party. You are likely to take out a key car or look at the famous table to show your richness and taste;

Or when you are invited, go to Moutai to show your attention to each other.

Sometimes it shows that value constitutes the main value of the brand, and even the main value of the entire product.

Of course, there are also examples of external value.

For example, when I saw tattoos in the past, I felt that it was a bad young man. Of course, the times were different, and his views would be different.

Therefore, the external value is negative, and the behavior will be hidden; if the external value is positive, it must be displayed.

The guarantee value and demonstration value are passing information to other people, but the carrier is different. One transmits information through the product itself, and the other is to pass information through the brand.

5. Reduce transaction costs

Economics of real world is to solve problems. Economics that cannot solve problems is blackboard economics.

Because the real world is to deal with transaction costs, and the business brand is reducing transaction costs, the brand is also an important economic efficiency device, which can reduce information costs.

According to economics research, 70%and 80%of modern economic GDP are composed of transaction costs.

The product from the factory to the packaging, to the retail price increase rate is 3 or 4 times. They did not upgrade the product quality in the process, so they belong to the transaction fee.

Entrepreneurs are dealing with transaction costs. Employees contradictions, marketing, public relations, etc. are all transaction costs.

The brand reduces the largest type of transaction costs -customer transaction costs are divided into two categories:

One is the transaction cost of enterprises and customers -guaranteed value.

It allows customers to buy with peace of mind, reassure, quickly make choices, reduce their choice costs, and promote professional division of labor.

A brand must be represented and have a clear cognition in order to reduce the transaction fee;

Customers clearly choose you, so that you have enough scale, reach a scale economy, and further promote professional division of labor, and economic efficiency can be greatly improved.

Another category is information costs between customers and others.

Because the value is to convey some private information to others, it is actually simplified communication.

Why do you ask you where you are? Is it a hometown? If not, ask where I graduated, is it an alumni?

These are looking for a common point to allow you to quickly reduce the cost of trust, improve the efficiency of information transmission, and promote the evolution of cooperation.

2

Brand three questions about positioning of positioning

1. Positioning and external thinking

There is a sentence in "Positioning": positioning is a new method of traditional communication. This new method is summarized in the positioning of China's positioning.

However, there is no rigorous definition of external thinking in the traditional positioning. When I use economics for re -structured positioning theory, I get a new definition: external thinking is to consider information sending from the perspective of information receiving parties, thereby reducing information costs to reduce information costs. The way of thinking.

If there is any information in the information receiving party's brain, it is related to cognition, and what information will be paid to understand what information can be understood, and what information is to take action.

But in real life, everyone thinks about what they want to say, instead of thinking about what the other party wants to hear, thereby bringing huge information costs.

External thinking is a way to improve communication. The brand is also a large -scale and standardized way of communication. However, external thinking is not just the brand communication. As long as there is information, external thinking can be used. 2. Improve external thinking efficiency

For example, there are signs on the ground floor of the high -speed rail platform, but few people know which color signs to see. This is the internal thinking of the station side.

The correct approach should be replaced with a display screen. Although the short -term cost increases, it brings higher returns, which can help save labor and make customers more efficient without wasting time. The display can also be advertised, and you can also get an additional advertising income.

Although WeChat's product power is very powerful, there are many internal thinking in WeChat.

For example, with WeChat in person, two people often turn on the "sweeping" and cause the collision. One of them has to withdraw from the two -dimensional code interface, which actually reduces communication efficiency.

Of course, WeChat's products also considered this situation. A remedy was made. There is "My QR code" at the bottom left of the sweep. Click on to switch.

But you do n’t know this feature. This is the lack of external thinking, because once you decide that I scan your QR code, your hands are stretched out, and you will not see these small characters.

If you have external thinking, you can improve it. Since the screen of the mobile phone is so long, it can be divided into two parts. The upper part scan the QR code of others, and the two -dimensional code is displayed below. efficiency.

When traveling on a business trip, I often encounter a problem: How many floors are breakfast?

If we do n’t know, we will go to the front desk to ask the staff, and then take the elevator to the restaurant. There are many wastes in the middle, waste of customer time, waste of time occupied by staff time, and waste of elevator electricity costs.

If you have external thinking, you only need to add a breakfast logo next to the elevator button.

3. Brand three questions

In the face of a strange brand, what questions will customers ask?

When a person hear a brand for the first time, what is his first question, what is it doing?

What are the characteristics of this brand? What is different from other brands?

The third question, why is it seen?

We regulate it into three issues such, this is the three questions of the brand.

What are the corresponding answers of these three questions?

The first question, "What are you" refers to the category of your brand, that is, the category standard of customers;

The second question is "what different" is positioning, which is competitive, not your own advantages and characteristics;

The third question is "how can you see it", to convince customers, to obey the customer's mind.

For example, "often use the brain and drink six walnuts", it is easy for the Chinese to accept, because the Chinese inherit the cognition of "complementing shape" from the Chinese medicine culture of thousands of years. For "trust".

① Brand first question: What are you, clarify the category

Clarifying the category can we efficiently connect the needs of customers. This is the most immediate place for the brand's three questions, and the cost is also very low.

I never know what you are. With the category name, the average sales can increase by more than 20%.

For example, what is MUJI? Many people don't know! And Uniqlo, everyone knows that they sell clothes.

The category of MUJI is unclear, and the efficiency of mental pre -sale is low, and other operations must be compensated; and Uniqlo can complete the mental pre -sale because of the clear category. In terms of revenue and profits, Uniqlo is much more than MUJI.

After the listing, the duck neck thought that it could expand the category, and removed the "duck neck". As a result, the sales decreased greatly. Before you changed it, I finally restored the "Duck neck" of the big character.

It can be seen that the category can be clearly connected to the needs of customers.

Category is a keyword of positioning theory. It is the last class classification before the customer makes a choice. This category can be associated to the brand.

a. Specific category, abstract category and pseudo

Air conditioning is a specific category. When it comes to air conditioners, everyone can think of brands such as Gree, Haier, and Midea; when it comes to oranges, they will think of Chu Orange.

Abstract categories, customers will involve in decision -making, but cannot complete the final purchase options, which can improve the efficiency of thinking.

For example, electrical, fruits, and snacks are abstract categories. Abstract categories can often be converted into channel categories. For example, electrical shops have Suning and Gome; fruits have Bacon Garden; snack shops have good shops.

Fresh is also an abstract category, but fresh e -commerce represents a specific way of buying, such as Hema.

The pseudo -category will not be involved in the customer's purchase decision. It is used in the industry or the investment circle.

For example, the Yuan universe, white electricity, etc.

b. Strong category and vulnerable categories

Docking the needs of customers must be used by real categories (distinguished from fake categories). Only under special circumstances can we use abstract categories to connect the demand.

For entrepreneurs and investors, categories related to the creation of brands are strong categories and vulnerable categories.

There are two cases of vulnerable products:

The first type is difficult for the category itself to complete the mental pre -sale. Customers do not think of buying it before seeing such items.

For example, eggs and fruits, blood skin, etc. are impulsive non -planned purchases.

At this time, there will be channel -led phenomena. For example, there are tens of thousands of fruits in the world. Most of them cannot complete the mental pre -sale and cannot create expert brands, so it will produce channel brands such as Beloga. Another type, medium and disadvantaged categories, can achieve pre -sale of mental minds and can enter the shopping list, but customers are unwilling to remember the expert brand.

For example, daily life supplies such as slippers, towels.

Strong categories can achieve pre -sale of mental minds, and provide the value of guarantee and demonstration through the expert brands expected by customers.

The brand has emerged as a response. Customers need us to build a brand and build a brand to save effort.

Mobile phones need to ensure value, as well as face problems. It is a strong category; supermarkets and mattresses are also strong categories, which is conducive to creating expert brands.

It is difficult to build an expert brand in disadvantaged products, but we also say that the core achievement of the company's operation is the brand. Isn't it a contradiction?

Producers and operators of vulnerable categories must also create operating results. Doing channel brands is one of them, bringing together the disadvantaged categories into channel brands; The abstract category where the vulnerable category is located found a strong category to create an expert brand, and then extend to harvest the disadvantaged category.

For example, Du Le is the representative brand of bananas. Will you buy the mango launched by Delle? Not only can you buy it more assured, but also given gifts more face -to -face.

One student made honey grapefruit tea, and the factory was very advanced, but he wanted to make a 2C brand, but he always lost money. In fact, honey grapefruit tea is a disadvantaged product. I advise him to do tea foundry and restore profit in one year.

Another student made a mobile phone film and developed a smart cutting machine (enter the mobile phone model and cut the membrane into the required shape). As a result, the opening store has always lost money. In fact, the mobile phone film is also a vulnerable category. Customers are unwilling to remember the experts for their memory experts. Brand, it is best to provide the corresponding accessories for the host brand, so he retired to talk about service cooperation with various mobile phone brands, and the business has grown rapidly.

c. Category differentiation is the source of new categories and new brands

Category differentiation is the main source of new categories and new brands.

Lis said in the origin of the brand that most of the strong brands were achieved by creating and dominating a new category. The iPhone created and dominated the category of smartphones.

Category differentiation is regular: First of all, the category is large enough. In the case of difficulty adjustment, as long as the niche demand reaches a critical economic scale, at this time, the demand for this part of the niche becomes favorable.

As long as the favorable chart will definitely have a brand to satisfy it, it will promote the continued differentiation of this part of the product; to a certain extent, a cognitive isolation will be generated.

For example, Dyson launched a leafless fan, which is obviously different from the traditional fan, and the category of leafless fans is established.

No one goes to unify the cognition of customers, so there will be a phenomenon of inconsistent classification standards and inconsistent differentiation paths.

The degree of differentiation in Xiaobai users and heavy users is different, which is not completely differentiated.

For example, wine users may be divided into white wines and red wines in small white, but heavy users have different differentiation.

Taking shoes as an example, it is constantly differentiation.

For example, according to age, children's shoes can also be differentiated.

According to the material differentiation, it can be divided into straw shoes, cloth shoes, leather shoes, and of course leather shoes can continue to differentiate;

According to the structural form, it can be divided into slippers and sandals, but the beach shoes are slippers or sandals. There are no correct answers. This is caused by inconsistent differentiation paths.

Sneakers are a relatively important differentiation direction: 40 years ago, a pair of sports shoes can be moved; 20 years ago, buying sports shoes will ask you what sports, shoes are suitable for all kinds of ball sports; but now, buying sneakers will be available for shoes. Ask what ball, whether basketball, football, or tennis or badminton.

Due to the full differentiation of this category, the original root category has become an abstract category, such as sneakers into abstract categories.

There are also some other differentiated directions that ordinary consumers do not understand. For example, there are various special functions in labor insurance shoes, such as anti -static, dustproof, sterile, etc.

Investment and entrepreneurship must be analyzed like this and find the power of differentiation. For consumer products, most of them have two kinds of forces, one is high quality, and the other is convenient. When drawing a diagram, it can increase one dimension to represent the size of the category with the thickness of the arrow.

In coffee categories, fast -soluble coffee accounts for 80%of the share; but now the coffee represents high quality, but high quality also requires convenience. Capsule coffee appears in high quality.

High quality is endless, pursuing professional coffee machines, high -quality coffee beans, cafes appear, cafes -level coffee also pursue convenience and takeaway.

The convenience is not stopped. You can drink it without boiling water and cups, so the quick -solid coffee differentiated coffee; quick -soluble coffee pursues high quality, and uses the advancement of food technology to differentiate coffee or frozen dried coffee. It also produced the brand of three semi -coffee.

Takeaway coffee and frozen -dried coffee are grabbing the same ecology, both high quality and convenience. Which category opportunity is greater? This depends on whose cost structure is better, and the scale is more obvious.

Takeaway coffee has a rigid cost -manual delivery cost, quality improvement also has a limit, the time on the road is uncertain, and the taste of coffee will also lose. With the continuous development of food technology, the scale economy is obvious, and the brewing speed is very fast. Therefore, we chose to invest in three meals and half coffee. So far, the valuation has risen many times.

② Brand second question: What is the difference, clear positioning

What is different is a closed problem of a limited range, defining a sense of competitiveness that is meaningful to customers. There are two keywords, one is customers and the other is competition.

The first is the meaning of meaning to customers; the second is to express your difference based on competition.

There are simple criteria for judgment, and customers can be clear after listening, and they will not ask what it is.

However, many large enterprises also make mistakes. Without advanced theoretical guidance, they are doing business practice with metaphysics.

a. Customer mental maps find differentiation

Customer mental map is a model of concentric circles. Yuanxin answered what the category is (such as shampoo); in the second lap, find out all the competitive brands in this category, and then look at the differentiation they occupy.

How do you think?

Advertising inspection method is a relatively cost -effective method. By observing the brand's advertisements, if it finds that it has been asking a stable differentiation for a long time, and it also occupies a certain market share, it can judge that it occupies this differentiation positioning.

The shampoo category is very mature, and the brands that can survive are basically positioned:

Floating, soft;

Haifei, dedue (advertising slogan is also "dediviring power");

Pan Ting, nutrition (there is a magical component in advertising).

In fact, dandruff and itching are first -level pain points. Many brands are positioned at this point:

King Kang, drug dedue (including chemical drugs and hormones), sold in pharmacies;

Paqu, drug dedue, and sold in pharmacies.

If further distinction, dedue can also be divided into mild ded ites and powerful dedue.

Olive is a very early brand with black hair. At that time, under the encirclement of Various brands of P & G and Unilever, other brands had almost no chance of survival. Opi lived well because of the positioning of black hair, because P & G and United Leahua were foreign companies, and they all liked. Blonde.

After Opi was initially succeeded, he felt that he should be a step, so he invited a well -known international advertising company to do brand planning.

They have done a lot of market research. Among the most important features of customers, the first is soft, elegant and smooth.

But this is a wrong way. It is not what customers need. If this demand is satisfied with other brands and the customer's mind is occupied, it is difficult to do it again.

To be a brand, we must pay attention to differentiation. How can you prove that you do better? Why do more customers choose their opponents?

It's hard to prove that you do better, but you can do differently.

Opi gave up the positioning of "black hair" and turned to "elegant and soft" positioning, and did a lot of marketing actions, but still couldn't stop the decline in sales.

As an extended brand, Xia Shilian was also positioning black hair. After Opi gave up his position, Xia Shilian killed.

b. Category characteristics

In the upgrade positioning, the difference is attributed to a certain category characteristics. The category characteristics are the concept of differentiation that affects customers and depended on categories.

The characteristics are divided into physical and market characteristics. The physical characteristics are the physical use value of the product itself, and the market characteristics are market performance that affects customers' choice.

For example, what are the differences between the customer asked the purchaser You Nuo Yogurt?

More effective words: "You Nuo is a French brand", indicating that he was born; The above -mentioned remarks are the market characteristics of the product.

Physical characteristics Differential characteristics and indirect features: The characteristics that customers can directly perceive are direct features, such as function, performance and convenience; what customers cannot directly feel the indirect characteristics, but after speaking , New generation and other characteristics.

Making brands usually find differentiation in physical characteristics based on intuitional habits. In fact, it is easy to enter the misunderstanding, because it is likely that the important physical characteristics are no longer a gap in competition, and it is difficult to generate perceived differentiation on the physical level.

At this time, we need to switch our thinking to find the differentiation of market characteristics, because many times the impact of market characteristics on customer selection is greater than physical characteristics.

There is a type of market characteristics from the history of the brand, that is, the market characteristics of the world:

First, pioneer.

Mercedes -Benz is the inventor of modern cars. Audi is the inventor of a safe motor. Usually, the customer's mind believes that the inventor and the discoverers must know the most. Original values.

Second, the place of birth.

The product originated in a certain area or a certain country. Due to the long -term historical formation, customers will think that a certain place is good at a certain category.

For example, customers will think that the herbal tea in Guangdong and Fuling's mustard are delicious. This is the region that brings fixed cognition, especially products related to agricultural products and agricultural products.

Of course, there are also countries that can represent some cognition. For example, if the United States has high -tech cognition, France will have romantic cognition.

There are also some enterprises headquarters in low -line cities, not only the problem of the birthplace of the brand, but also the problem of recruitment of talents. From the customer's mind, the birthplace is important. For example, it is not as good as teaching and training. in Beijing. Third, classics, authentic, long, inheritors.

Because of a long history, customers believe that you have passed the test of time. Texas picking chickens is on the market. It is a time -honored brand with a history of more than 300 years.

Fourth, stories, legendary stories, big things are dyed and created records.

Jinggangshan was an unknown place before 1949. After 1949, it became an important tourist destination brand.

Another category of market characteristics -current market characteristics:

First, lead.

The leadership of various degrees, if it is not a leader of the category, can also lead local leadership, and local leaders have the concept of time and space.

For example, a big day or specific channel lead.

Second, hot -selling.

Tightly, for example, it takes three months to get the goods, or grow high.

Third, experts.

The 2B brand can often use the positioning of experts. It is good at specific products or technologies. Tiantu Investment focuses on consumer goods investment, which is the positioning of experts.

Fourth, favored.

This is often a main source of value, and people who are loved by specific groups or sub -culture.

Why can luxury goods be created to show value?

It was bought by rich people.

Fifth, price.

The use of prices should be cautious, especially for cost -effectiveness. If it is indeed a cost -effective characteristic, product brands cannot be said directly and should be transformed into favored. For example, "the choice of pragmatism", channel brands can use the cost -effective characteristics.

c. The use of market characteristics

Local leaders are often used, as long as they are leading in a certain caliber.

Afu essential oil, "Taobao, the first sales volume of the entire network", it starts from the "Double 11" sales to the top of Taobao, and then to the first sales volume.

It also created a way to express "first "-" Every three bottles of essential oils on the Internet, two bottles are Afu. "

Later, Gado also used this expression- "China sells 10 cans of herbal tea for each sales, 7 cans of Jiaduobao."

De Schman smart lock is also the first online sales.

Sometimes I can't find the first, the second is sometimes strong, and sometimes it is easy to turn a blind eye.

The first one to adopt the "second" is Anchide rental:

"An Dusi is just the second, we always wash the car cleanly";

"Anvas is just the second, we always add the fuel tank full"; ";

"An Dusi is just the second, so we have a short queue time."

Such advertisements have also achieved rapid growth and profitability.

Customers only know the first, and when you do n’t know who is the second, you can bring huge power with the second Zhanbian.

Mengniu promoted "Mengniu sincerely learns Yili sincerely and competes to be the second in Inner Mongolia Dairy", which brings a long period of growth to Mengniu;

Qinghualang, one of the two big sauce white wine (Moutai is the first);

Xinchao Media, one of the two major elevator media in China (the first group is the first).

③ The third question of the brand: Why see, provide trust,

If you see it, you must provide trust.

Why do customers believe you?

He is going to find some evidence, which is called trust.

Trust is the fact and behavior that makes the brand's positioning. Trust is divided into three categories, but these three categories are intersecting.

a. Effective commitment of the brand

Effective commitments are divided into explicit commitments and hidden commitments.

The explicit commitment is the clear guarantee of white paper black words, which may be written on the door.

For example, free trial, trial eating; invalid refund, pay by effect; unconditional return and conditional return.

The hidden commitment includes the prestige of the founder or enterprise.

For example, Lei Jun as a mobile phone, we are willing to believe him, because he has become famous;

Luo Yonghao is willing to believe him in a mobile phone, because he is an idealist, and a group of people are willing to believe him.

Large enterprises have a certain reputation. You are willing to believe him in doing something. Even if it is for the first time, for example, when Huawei just made a mobile phone, some people are willing to believe in him. Now do electric cars, everyone is still willing to believe it. The reputation of the enterprise can be used as a trust.

b. Facts and behaviors that customers can verify themselves

First, product.

Product ontology, product design, product workmanship, and product packaging can be verified by customers by themselves.

If the packaging is rough, it is difficult to make customers believe that the product is excellent. Especially when the product is not easy to directly perceive, it must be packed, perfumes, cosmetics, and wine. These are delicately packaged. There are also places, as well as your service and so on.

Second, experience.

Experience is a very important trust, one is on -site experience, and the other is past experience.

In the past experience, the decision to repurchase is to make new customers easily accept you. Old customers have to rely on product power to generate repurchase. Without the repurchase rate, the input -output ratio of traffic is very low.

Third, visibility.

Visibility involves channel visibility, media visibility, and consumption traces. If a person claims to be "XX's first person", but you can't find it on the Internet, how can you believe him?

Consumption marks are some traces left by customers when consumer brands. For example, many people are wearing a watch, which is the brand's consumption marks.

Fourth, related cognition. Some common sense that customers often say, for example, walnut replenishment is a correlation cognition, saying that "often use the brain and drink six walnuts", many customers believe.

The phenomenon of gathering, the gathering of things, and the customer will associate it by themselves.

Zhou Heiya is a mid -to -high -end duck neck platform. Its stores are on the airport, high -speed rail, and shopping malls. There are almost no street stores. Customers will be considered a high -end brand.

c. credible third party certification

First, proof provided by other customers.

For example, who is your typical customer? Is there any successful case? What is the reputation of customers?

Second, non -customer certificate.

It is divided into two categories, one is neutral, and the other is non -neutral.

Neutral neutrality is also external thinking. Customers think that you have money to spend money. Customers think that no money is neutral and thinks that spending money is non -neutral.

According to news reports, customers generally believe that they do not spend money, neutral, and customers are willing to believe it;

Shopping guide brands, such as the score of public comment, although it may be spent, customers think that it does not spend money.

Opinion leaders, statistical agencies, qualifications/licenses, these are neutral non -customer certificates.

Third, non -neutral non -customer.

Guarantee/insurer, well -known partners, strong media advertisements, celebrities endorsement, etc. are all non -neutral non -customers.

For example, when a category often has a quality scandal, some brands will invite an insurance company to do quality insurement. In this case, the customer's sense of security will increase, but the insurance company will not underweck it for free, and customers are still willing to believe it.

Well -known partners collect cooperation fees, but customers are still willing to believe that well -known partners will cherish feathers. In the same way, it is usually believed that celebrities will love feathers.

Fourth, build a three -dimensional trust

To obtain credit to customers, it is often a variety of trust -like comprehensive effects on customers.

Taking Baiguoyuan as an example, it has an important commitment: not delicious, there is no refund (no reason, no small ticket, no physical object).

Although it will bear a certain cost, you must force the quality to be more than a critical degree in order to bear the commitment. If the quality is not done, you dare not make this promise. Therefore Essence

The customer's own verification part, 6,000 stores in the country, the visibility is relatively high, the store's image is professional, and 60%of the selected products are imported fruits.

The credibility of the third party, the "delicious", the award issued by the authoritative institution constitutes the three -dimensional trust of Belong Garden.

The above sorting from the fourth module of the new Guo Chao brand accelerator of the Yangtze River Business School recently, the brand upgrade positioning class, the author of "Upgrade Positioning" and CEO Feng Weidong, CEO of Tiantu Investment Founding partner, shared. The content is only the curriculum, which represents the point of view of the author and does not represent the college's point of view.

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