"Landscape" marketing

How to create marketing barriers while creating mass market products? How to really get out of the quagmire of homogenization competition?

Walking on the streets, people will find that the "Yangtze River 7 Alien Dog Series" has become a hot item. In this year's New Year's film, the marketing of "Yangtze River No. 7" is obviously different from the "assembly number" and "name of name". I believe many people can feel that when they watch "Yangtze River No.7", many places in the movie are simply paving the way for their "derivatives"! We can't help but feel that the big innovation of "Xingye" new movie is not the topic choice and the plot design, but it has been "transversely moved" to the "post-movie market" from the traditional movie marketing "Red Sea".

It is no wonder that in the past two years, a reporter asked Zhou Xingchi when he was not making a film. He said: "There is no film in three years, and it will be eaten for three years."

Nowadays, many companies are confused in marketing: as various markets become increasingly saturated, it will be difficult for companies to move forward, and the rise cycle of new industries will become shorter and shorter. Each business model and marketing method may be It is copied instantly.

To cope with this kind of problem, create your own market opportunities, and establish marketing barriers, you must treat consumers as a complete "person". As a complex complex, every consumer has different needs, and these needs are interrelated. If we can “transversely move” around the core competitiveness of the enterprise to the consumers' interrelated needs, we can often have a good market harvest, just like Zhou Xingchi’s horizontal breakthrough in “post-movie products”.

"Horizontal movement" to maintain core strengths

How to become a brand that consumers can remember in their minds? Then you have to break the pattern and re-list in the minds of consumers. To achieve this goal, companies can no longer find their way in the existing industry – but should “move” to new areas while maintaining core strengths.

In 2006, Wang Laoji’s turnover was almost 5 billion yuan. It used to be a Chinese medicine concept product. Now it has become the brand of Chinese herbal tea. It has left a deep impression in the minds of consumers that it is afraid of getting angry and drinking Wang Laoji. The reason is that it jumps out of the Chinese medicine industry, but puts the advantages of traditional Chinese medicine to On the drink. The product form has changed, the product category has changed, and the competition is less intense.

The same breakthrough was made by Nian Ci. In the past, its core product was to treat sore throat, and there were so many similar products in the pharmaceutical market. So, Cixi daring out of the original industry and developing a new herbal moisturizing drink that nourishes the throat and nourishes the sound for the sub-healthy people. The imagery and lungs are fundamentally different. The high-profile intervention in the highly competitive beverage market has given the market a new brand of “running” sound, which has expanded into a new market space.

"Move" to higher levels of psychological needs

Market competition is getting more and more hot, and each industry is easy to fall into the competition of product homogenization. It is getting harder and harder to find differentiation. Everyone produces the same bottle of drink. How do you let consumers drink your drink instead of choosing an opponent? If you start with the function, although there is an opportunity, it is still difficult. Because in the eyes of consumers, the function of "water" is roughly the same, although manufacturers can make a variety of differences.

However, if we jump out of the "water" itself to think, each person has different levels of psychological needs, we can observe that there are different scenes behind different consumers drinking drinks, and there are many differences in the results and feelings of drinking drinks. These differences in demand in addition to “drinking water” give room for further differences in beverages. Now more mature: Coca-Cola can let consumers drink passion and drink American culture; Pepsi can let consumers drink young, energetic and dynamic.

These two products that look almost identical in function have found their own positioning and have been prosperous.

Relative to those psychological pleasures and satisfaction, consumers' demand for functionality is still more primitive. Consumers who consume a product have higher goals. If they seize the high-level psychological needs, they can give more value to a product. The emotions generated by consumers through psychological dependence are difficult to estimate, so that companies can avoid functional warfare and price wars. Therefore, creating new product value is an important strategy for corporate marketing to achieve breakthroughs.

Focus on specific groups, boldly transfer flowers

When there is no breakthrough in the existing product field, we will focus on the diversified needs of specific consumer groups, and the strategy of shifting flowers and woods will allow the products to gain more market space. For example, in the IT digital field, the trend of mobilization, miniaturization, and intelligent development of products for specific groups is growing stronger; in the fashion world, clothing, automobiles, watches, etc. are also beginning to learn from each other's elements of color, accessories, and appearance. Smaller but newer market space.

A few years ago, when the Japanese mobile phone brand almost lost the Chinese market, Sony Ericsson also faced difficulties. But today, Sony Ericsson maintains the "four rivers and lakes" status of the top four with its distinctive positioning and characteristics. In fact, the main reason for Sony Ericsson's success is to successfully put the concept of the past WALKMAN (walkman) on the mobile phone, so that the music and entertainment functions have been strengthened, so that Sony Ericsson mobile phones become more marketing explosives in certain young groups.

The RIM BlackBerry has now become a symbol of high-end business and business, rooted in the need to port high-end Internet demand to mobile phones. Blackberry has completely turned the mobile phone into a small computer, avoiding the "Red Sea" that is popular in the mobile phone industry, and has opened up a new market boundary.

There are also many successful examples of moving flowers, such as underwear and fashion design, which has led to the trend of wearing underwear; let the car have home functions and so on. The imagination in this area is still very large.

Extended product value

In order for a company to obtain high profits, it must work hard on added value. For example, if a product has a value of 1, the consumer is only willing to accept a price that is 1 or even lower than 1. However, if the product value is 2, the consumer may have a different attitude on the price and will be willing to pay more than 2 prices. It is also possible to re-evaluate the product.

Added value will allow consumers to revalue.

In the development of products, the integration of some new extension value and added value can have unexpected effects, and this can also enable enterprises to break away from the existing fierce competition and find new markets.

The Patriot "VIP King" is a card-type USB flash drive launched by Huaqi Information in 2006. Different from other U disk, in addition to the storage function, “VIP King” can enjoy a lower 50% discount on dining at more than 1000 restaurants across the country. The number of these restaurants has now exceeded 5,000 and is growing at more than 30 per day. In the past year, "VIP King" sold nearly 1 million people who were stunned. Feng Jun, president of Huaqi Information, said the reason: "As a U disk, we are already in the world. There are two choices in the future: First, we will continue to work on the U disk, and fight the price war in the world. We dumped and drove us out; there is another way for us to use the idea of ​​'1+1=11' to give U disk a new life, so that it can add value and increase service."

"Landscape" is the devil

Innovation is the key to a company's sustainable development. The continuous success of “horizontal movement” can continue to detonate the market focus, and finally make innovation a clear symbol of the enterprise.

Apple has already done this. Apple's series of products, especially the iPod and iPhone products in recent years, are adept at "horizontal movement" in various fields, and continue to create new miracles. It has formed a "potential." In this "potential", Apple has become a fashion symbol that leads young people, and has caused a lot of young people to worship.

Some people say, "The details are the devil." In marketing, “transverse movement” is the “devil”. If a company wants to lead in the industry, innovation will always be based on the top position. There are also a lot of "horizontal movement" opportunities in the consumer's life scene. How to be good and let "horizontal movement" become a devil is the key to testing whether a company can create a market miracle.

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