Marketing practice: brand marketing is in the narrow crowd

I believe that if you can be an emperor, no one is willing to be a prince. Everyone knows that the market leader's share is double that of followers. The problem is that "everyone has an emperor, and the people are not narrow enough." The era of scale market has basically ended more than ten years ago. Therefore, mountains, water, wind, clouds, mountains belong to the benevolent, water belongs to the wise, the dragon has clouds everywhere, and the tiger comes to the wind. In an environment where supply and demand are marketized, everything has always grown and has its own merits.

From this we can see that when you say that you are a "golden oil" expert, it will only be considered a liar; when you say that you are treating all diseases, consumers often think that there is a quack doctor standing opposite. In my opinion, after all, it is very difficult to do: 1, Microsoft is rarely seen after the product technology strength of the future; 2, Buffett's wealth as a rich prince; 3, Hawking's genius head. Therefore, in the face of fierce competition, it is not as simple and powerful as it is complicated and ineffective.

Wang Laoji’s “fear of getting angry” appeal is simple and powerful, so the annual sales can reach 9 billion; before inheriting the tradition, when selling according to herbal tea, it seems complicated: it has a lot of effects, and it can also be used for beauty, but it can also be under fire; : The land is not out of the South, with sales of only 100 million.

The same is true of Guangdong Jianshen. Jianshen produces "Jianshen" tea. When Wu Zonglai, the head of the company, came to describe the product very complicated, saying that his tea can cure diseases, from arthritis to coronary heart disease to insomnia and high blood pressure. No. He said that he still held examples and even said that he had tried it by his own body, which really worked. I can watch him screaming, but many colleagues doubt it afterwards, isn’t it fake or shoddy? Is there such a good thing? However, after careful study, it was found that the reason why the tea has the effect of entrepreneurs is that each tea and twelve flavors of Chinese medicine have undergone a new process integration through high technology. And through the peer experiment, these teas really have an effect.

However, why is such an effective tea sold poorly? Why are there only a few million yuan in sales in the local year?

After investigation, the answer is simple, because it is too complicated. It can cure diseases and can be used as tea, and all kinds of people are suitable. It seems to be suitable, but no one is convinced. If you are really sick, going to the hospital is preferred; if you only drink tea, this tea does not have the taste of ordinary tea. This means that in a pan-market, Jianshen Tea has no way out. But where does his multi-million dollar sales come from?

After investigation, people who drink Jianshen tea are often 35-50 years old. These people often have a certain economic income, and even some of them are still in leadership positions. Because they are tired all the year round, they are not very good. Q: Why do you drink Jianshen tea? More than 80% said it is to prevent disease and regulate the body.

Conducting more extensive research and finding that meeting the needs of “preventing diseases and regulating body functions” is the core advantage of Jianshen, and the market potential is great. Look at the consumer group, on the surface, "prevent disease, regulate body function", who has this need. After real research, it is found that the surface needs are not equal to the consumer demand. Therefore, the fault of the gods is too broad and too complicated.

After investigation, he changed his previous “Wanjin Oil” status, firstly re-established Jianshen from medicine as tea, and then positioned it as “healthy tea”. Once again, the mainstream target group was set in middle-aged and old age.

The effect is simple, the crowd is clear, the surface is narrow and the market is thin, but the actual sales are good, and Jianshen has quickly set off a boom in the local area.

Behind the enthusiasm of Jianshen and Wang Laoji, there is something in common, that is, to cut off the excess and directly face the small market.

At this point, I think of the scene of the virtual bamboo playing chess in Jin Yong's novels. In a period of time, a full-scale attack, but entered the end. When the dead corner breaks out, it has made a generation of heroes. Why is this so? A full-scale offense is a scale attack. It is a Red Sea-style competition. It often hits hard, and even shorts others by yourself! The dead angle is its own characteristic. It is the core blue-sea attack. Although it is small but has its own advantages, it can be occupied. And this is also the reason for the success of the virtual bamboo: to take the point to face, to die!

The same is true of the market. With the end of the scale market era, individual needs are the greater power to determine existence. Therefore, products that everyone thinks will be liked, and everyone often does not like it. Therefore, only by identifying a market segment that suits you, brand and market value can be highlighted.

As for the method of manifestation, it is undoubtedly concentrated, concentrated, and concentrated.

Such as gold. As a Shandong meat brand. When it was born, the meat market has already been decided. Shuanghui Jiuwu Supreme, Yurun is proud of the low temperature products. In order to highlight himself, after careful analysis, Jin Hao decided to draw a children's market for market breakthrough. First of all, in the product, according to the bone quality of its own products, the concept of "high calcium ham" has been created to meet the nutritional needs of children. Secondly, on the packaging, it adopts easy tearing, which solves the problem that the traditional ham makes the child "difficult to undress". Third, in terms of price, the daily consumption of the citizens is the standard, and the price is slightly higher than the traditional “wang” ham, which highlights its value. Fourth, in the promotion, from print media to DM to POP to TV, focus on the growth of high-calcium products, and all models are concentrated in the children's group. It is precisely because of the single, concentrated and uninterrupted offensive of the market segment from all angles. Jin Hao quickly reversed the situation and became another national brand after Shuanghui and Yurun.

Of course, not every product can meet the concentration of material needs. Then focus on the spiritual needs of the market segments. Pepsi has created a happy and dynamic spiritual space for all of its youth groups, which is such a classic case.

Laozi said: Daosheng one, one life two, two three, three things. For market segments, not the product or brand value will always be fixed in the market segment.

Although the market segment is small, the addition of ten market segments is also a large-scale market. This is like the dairy industry, in their own, what walnut milk, breakfast milk, red dates milk, etc., almost everything. And because of everything, those market segments have achieved their ambitious status.

Everything is like the slogan of a Greek philosopher: give me a fulcrum, I can pick up the earth. The market segment is such a fulcrum. When the edible oil scale market was occupied by brands such as Arowana, Luhua made himself by finding the fulcrum of peanut oil. When the mass market was occupied by Mengniu Yili, the Miao Shi subdivision channel also made a career. Seeing the world, knowing ourselves and knowing each other, moving from time to time. I believe that although a leaf can be known as autumn, a small market segment is small, as long as it is suitable for you, it is also a big day that can become a prince.