Manage a product, allow when to await what cannot leave pair of consumer psychology to have an insight into, and the mining to product value, but nowadays, everybody very a problem of the worry is, "Obviously my product is enough good, but why to sell namely bad? " the product is very good, but unmanned make inquires, this is awkward.
In the backside of this kind of state, what element be after all in do mischief? We show level in what the brand manages, what problem does need note? Share a few proposals and method with everybody today.
I see an article that interview before, have a lot of industrialist complaining, the enterprise faces a kind of dilemma now, that is " the product has the market but do not have profit, when advantageous embellish, however prize does not use the market " .
In this backside, actually map is worn the transition of brand times, it is factory times before, the ground develops product automation line, transfer then channel times, the brand just develops channel ceaselessly, enlarge exposure area, and nowadays, the brand is located is an intelligence times, exquisite more it is the product is touched amount to, mood link, intelligence is occupational.
In intelligence times, not be to break money to hit advertisement to be able to gain high income, also not be your blow one's own trumpet said to calculate, however user intelligence affects product sales volume.
Ever the Heng Dabing spring that denounce endowment enters rich and powerful family of market of the water that pack, one's previous experience 4 billion yuan, why to touch a wall in the market, almost did all money hit water to float? Consider fund, heng Dabing spring has to lay the foundations of 4 billion capital; Consider the market, heng Dabing spring has contend for hegemony fontal landed market support; Travel by promotion, heng Dabing spring has exceed group of strong business operation to aid blast; Consider a product, heng Dabing spring has the resource of high grade producing area of long Bai Shan, since constant put a spring on the ice to hold many dominant position greatly, why to fail?
The problem goes in not well the intelligence of get through consumer. In the intelligence acknowledge of consumer, can allow only commonly next 3-4 category, want to break through consumer mental line of defence, make great efforts with respect to need. So, as a new brand, want how the intelligence of rapid and occupational consumer, make one of brands that are recalled to accommodate by consumer?
Above all, the product that product operator wants to cast off one's own wishful thinking develops thinking.
Product development does not depend on the individual interest that manages a layer and subjective apiration, need operator to organize a professional market to study a group however, collect target fixed position gets numerous demand data, those who understand a target to accept numerous real need is a what kind of product.
Just think, if a product is a plan originally,sell 00 hind girl, and you slant should be designed according to the demand of 70 years old of old ladies, so this was brought about " product quality is good, but without the market " predicament.
But, mention do " survey " , believe affirmation of a lot of people can be at a loss, do not know from where proceed with. Actually very simple, above all the dominance demand that you need to distinguish which share requirement is consumer, and which part is to attribute recessive demand, hide at the heart, be discovered not easily, dig the recessive demand of consumer deep ceaselessly from dominance demand, just be brand sale person the thing that needs to do most at present, had done this business, brand talent is real ground prize market.
Additionally product operator is cast even " everybody is me, I am everybody " one's own wishful thinking, make product research and development most the demand that those who abstain from is contented everybody, try to sell holder the product, a word says well, sell well, be inferior to selling essence of life.
The product that becomes you is when facing everybody, your brand loses individual character easily, appearance appearance, make the dispensable category in consumer heart. Whether can you just judge a product you can sell well so?
Have a very simple decision criteria, that feels when everybody namely this product " still go " when, so this product can be immersed in a kind very quickly " sell do not move " predicament, and when some people the product heart heart to you reads aloud, blame buy cannot, and additionally a few people " do not buy stoutly " , think " the dish that is not me " when, so your product has sth. worth seeing or reading very much, can play is sung.
Next, want to stress fixed position and individual character, make clear the bounds of the brand, to suffer numerous offer memorial point.
A lot of moment, the product sells bad, sell do not move, because the brand just fails to become very clear fixed position,be, so easy faintness suffers numerous the memory to the brand. And occupy accept numerous mental right kind is, want to accomplish clear interval to the fixed position of the brand, give a person a kind of bright feeling, card of final shape finished product remembers a point.
With luck favour coffee is exemple, careful reader can discover, the distinctive sale of this one brand sells a dot to change often, from most begin " this cup who does not love? " , to later " and lucky greet sb " , become again then " professional coffee is fresh type " , " lower price, better coffee beans, more high grade consumption " wait.
Do this appear to final meeting what kind of circumstance? Change often product fixed position, let consumer easily pay the poor dissimilation value that forbids a brand, blur to I hope to luck thereby the acknowledge of coffee brand, come so, the brand is immersed in precarious difficult position very easily, hold the intelligence of consumer for a long time hard.
And the classical ad saying of Mcdonald's " I ' M Lovin ' It " , the interpreter becomes Chinese, it is we are familiar " I like " , saying of this classical ad, believed to already held the memory that has more than 10 years to nod in memory of a lot of readers, and this looks be like those who be proud the ad saying backside of charming is communicated is " love " concept, mcdonald's is such explanations -- " again little love also can change this world. " and this is Mcdonald's bright and outstanding sale sells a site.
The advertisement sign that similar case still has Wang Laoji " be afraid that suffer from excessive internal heat drinks Wang Laoji " , of Gong Niu " stranded tired drink Gong Niu " , their successful reason depends on fixed position clarity, let consumer form firm memorial place.
Want to be in intelligence times is rapid and occupational consumer intelligence, use the advertisement sign with a bright colors to stress the fixed position of the brand with respect to need, the distinctive sale that duplicates a brand ceaselessly next sells a site, is not change often blindly.
Finally, should conquer at the same time the or so head of consumer, value and feeling are caught together.
The consumptive consciousness of consumer is by reason and sensibility two parts are formed, outspread come out, namely left head considers more it is value, and right head more it is to see a sense. Level shows in what the brand manages, the or so head of consumer of the conquer when brand Fang Yingtong, just have occupational consumer mental likelihood.
In intelligence times, more apt sensibility consumes consumer, that is to say left head (feeling) drive right head (value) , this enlightenment we, want to make good brand, cause a shopper first with respect to need the resonance to the brand, ability is effective in drive client left head " value is measured " .
So how can be the brand just accomplished and consumer " is there resonance " ? This is made for the brand with respect to need " individual character " . Gift only the individual character of brand anthropomorphize, the close density that ability promotes brand and shopper quickly.
That what is brand individual character? Cite a case, of the apple " acme is contracted " , of Jiang Xiaobai " nip, get together, little sentiment " have very much " individual character " , let a client have imaginary space to the brand, can experience a kind of mood and tone sex from which, hear a brand " sound " , arise spontaneously thereby a kind of sensibility to the brand is cognitive, deepen a brand ceaselessly then this kind alone attractive " individual character " , form benign loop.
And some wine business are very bemused, obviously oneself wine also is superior wine, all wool and a yard wide, be brewed with food energy and become, adopt 9 brew working procedure, brew temperature also is accomplished accurate, brew is deposited below 13 degrees cellar constant temperature, but sales volume follows " blue is classical " photograph comparing, it is great difference simply.
The reason depends on " blue is classical " gift brand " continous is soft " , " the man's feelings " wait for individual character characteristic, touched the affection of consumer well, this touched consumer " right head " , thereby of drive left head " value " , but business of a lot of wine is however on this link " lazy " , the difference that also did not form a brand changes a dominant position.
That is to say, brand Fang Wei has the or so head of drive consumer, ability is rapid and occupational consumer intelligence, the product just also can acquire good sales volume.
Above, be me share, the hope is helpful to you! Like me share, ask authority assist of conveniently transmit, dot, the fatigue of your raise one's hand, it is the encouragement to us.
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