Can the "positioning" represented by Dendron be equated with the "positioning" proposed by trout and Ais Riss?

Today to answer a friend ask questions:

Question: Regarding the domestic localization expert Dendron to Millet's speech, how to analyze?

The problem adds: The localization expert Dendron often sends the cannon, recently also frequently criticizes the speech to stimulate the eyeball, first has the big ice spring 100 million gamble, unfortunately no one challenges. Then adjust the gun head, will fire on the current hot fried chicken: millet. First published "Millet is making mistakes, Huawei should aim at Apple" comments, and then a "solemnly told Lei, Millet strategy yaw" of the interview, the core views listed below:

1, millet against the customer's mind to develop, is bound to experience failure.

2, Mr Trout's warning, the war is not the product of war, but the Battle of cognition.

3, we now think of millet, what will come to mind? must be a mobile phone, but also a direct-selling mobile phone. The customer's mind to the brand positioning, then, all strategic and other resources should be around this positioning, not wishful thinking to do the platform, to do ecology. Enterprises can not start from their own, must be from the customer, the potential users of the mental positioning set out.

4, a language cover is: The meaning of the brand is also in the customer's mind to represent a category, and then become a customer consumption of a category of choice.

5, millet platform and ecological strategy erosion is the rapid rise of millet on the "direct mobile phone" positioning.

6, I can foresee the future that has happened, millet box, TV, flat, is not good, it is difficult to have a great, I this resounding conclusion can stand the historical test. Because he does not have a corresponding strategy to escort.

7, Lei to Ma Yun to learn, with a new positioning, a new brand, a new strategy to grasp the opportunities of other industries, MA Yun is not all the products are the name of Taobao, such as Taobao pay, Taobao flagship store, but Alibaba, Taobao, Cat, Alipay, in every place have strategic positioning, Around it has a set of interlocking strategic pairing, thus building a strong brand group.

Do these arguments make sense? would like to ask the details, thank you!

Split Line —————— ———— problem

Yu See the views on this issue:

1, Dendron represented by the "positioning", whether it can be equated with trout and Ais Riss proposed "positioning"?

I don't think so.

Deng himself's understanding of positioning and insight, will inevitably affect his level of expression; In addition, there are motives, we must be aware of a problem of real concern and in-depth research, and "ammunition" "processing gimmick" differences.

2, can not see the "positioning" in one's one-sided view, also should not ignore the possible defects of the theory; after all, the positioning theory of the proposed and carry forward, mainly in the former mobile internet era, that is, strong advertising-driven marketing era.

In these two premises, try to explore the following points:

What does "positioning" suggest?

Lao Tze said: "The road independence does not change, sitong not perilous." "What is the" word "in marketing?" or "positioning" what is the description of this "Tao"? Yu see that there is only one point: "To the point of alienation into the user's mind." ”

The first volume of the positioning series "positioning", said "into the heart of the Key", "Business" (also translated "marketing War"), speaking of "according to competitors, clear into the mind of strategic tactics", "different" to build a differentiated mental positioning; focus on the mind like focus and simplicity, positioning of the "sacrifice principle", "Visual Hammer" from the visual "Hammer" and Language "nail" combination of the angle, speaking of the user's mind, "22 business rules" on the impact of the user's mind should uphold a number of basic principles, and so on. It should be said that the whole "positioning" of the core focus on the "access to the user's mind," this is the entire system to build and develop the cornerstone.

If there is no significant shift in the core, we cannot say that the positioning theory is "outdated" or "wrong".

In fact, while the Internet and mobile internet have brought a single closed breakthrough to information, the "Use of advertising to affect the user's mind" is not long ago unique, but whether it is "experience economy" "fan economy" "Community economy" or other emerging concepts, the important premise of marketing is still to "enter and affect the user's mind", but, Is it the impact of advertising or the influence of the community? Marketing impact or experience, service impact?

The new way of information interaction creates simpler, more dimensional, and more direct means and possibilities to influence the user's mind, but the nature of marketing does not change with the change in the new way of interaction, because the human mind is not the same as the "human" part.

What are the possible drawbacks of the "positioning" theory?

Although the "positioning" of the marketing insight is very profound, but limited by the times, this theory is bound to a need to update, upgrade, "patching" stage. In the context of mobile Internet observation, I think the obvious flaw is two points:

1, rely on advertising "positioning."

The case of fine number positioning theory, regardless of the "Cola War" "Hamburg War" "Computer Warfare", the positioning series almost all the important arguments are based on the brand's advertising behavior, thus positioning the enterprise's "brand name" "Advertising language" "Logo" "Slogan" "advertising strategy" is particularly concerned about. In other words, positioning theory is not, nor is it possible to the mobile Internet "new information interaction", as well as "innovative technology, products and marketing trends affecting the user's mind" to make an exposition and forecast.

2, "positioning" too concerned about competitors.

Positioning theory emphasizes that to enter the user's mind in a differentiated manner, if a brand has already occupied the user's mind, it is almost impossible to use the same positioning to enter the user's mind. In other words, making better products is not the key to success, because in most cases users have no interest and motivation to understand the "better product", but to the habit, unless you define a different in their mind, to prove the "better".

On this basis, positioning is like a "change in the bureau" game. In the "Business War", positioning for the market in different levels of 4 kinds of enterprises defined "for the first echelon of the defensive" "left to the second echelon of the offensive" "left to the next brand flank war" and "left small micro-enterprises guerrilla warfare." Choosing each strategy tactic must focus on the situation of the competitor in your market, and "be sure to position yourself by going to the opposite side of the opponent, at least on different sides."

Based on this cognition, the "differentiation" and "focus" in the context of "positioning" are basically realized by the way of "market segmentation". For example, Coca-Cola is the real thing, is authentic goods, then the authentic is old, then the Pepsi-Cola advertising is "the younger generation", its target for the young group's differentiated positioning to make its rise.

For example, for Ford's once "unification", Volvo positioned "safe", BMW used decades of slogan "The Ultimate Driving Machine" (Ultimate Driving Machine), in fact, positioning the "control", Mercedes-Benz positioning "Luxury comfortable limousine"; Crest the "moth Tooth", True Kung Fu for the western fast food fry positioning of the "steaming", and so on, these cases are market segmentation, positioning theory in the "guerrilla warfare-Choose a smaller market, to ensure that you can hold", and "ensure that you are among the market segment" strategy.

From this point of view, if you are in a more competitive mature market, the more likely from the "positioning" theory for reference.

But the positioning theory is hard to decipher technology, product-driven category innovation, such as "Tesla" "Apple", and even the "millet" such as internet companies, why? Because these companies are positioned not usually based on the scrutiny of their competitors, but on the exploration of their self-worth. Generally speaking, their difference does not come from the market segmentation and differentiation of competitors, but in a non-existent market to create a new value, for which, positioning theory can not.

Think about it another way: if we ask the positioning theory, "You say marketing is a new perspective into the user's mind, what is the specific content of the insertion or implantation?" Positioning theory will answer you-"It's a distinct trait from a competitor", but the answer to a list of the most successful companies today may be: "Be different from the start."

If the positioning theory gives Nokia guidance, Nokia will always stare at Motorola, Samsung, Sony Ericsson, Siemens and other major competitors "positioning" its mobile phone strategy, then, no matter how it focused, how to focus, how to position, how different, and can never have a winning day.

It is the biggest limitation of positioning theory in the mobile internet era that we pay more attention to the "subdivision strategy" rather than the "new value of Brand reality" when we neglect to explore the value of self-worth.

Three, millet "positioning" whether there is a problem?

Mr Dendron's conclusions are much more inaccurate.

For example: "We now think of millet, what will come to mind?" must be a mobile phone, and a direct phone. The customer's mind to the brand positioning, then, all strategic and other resources should be around this positioning, not wishful thinking to do the platform, to do ecology. Enterprises can not start from their own, must be from the customer, the potential users of the mental positioning set out. ”

First, "Millet" is not only the product name, but also brand name, it is in the minds of many people not only corresponding to the "mobile phone", also corresponding to the "lei" "Internet thinking" "Wind mouth" "Smart hardware" "Fever" and other keywords; even from the consumer's point of view, millet to embed the user's mind keyword is not "direct mobile phone" , but "has the characteristics of the fever, with the ultimate method, with young (Diao si) gene, the best cost-effective mobile phone." "Direct Marketing" is only subordinate to the "High cost performance" level two attribute.

In other words, the Millet brand "positioning" is actually falling in the "Smart hardware" and "Best value for money" intersection. Any product that conforms to this attribute, such as millet TV, millet bracelet, millet box, etc., can use the brand of millet, and once the positioning, such as Internet services, software products, should not use the Millet brand. For example Lei investment youth apartment, should not be called "millet apartment", but "u+ youth apartment". In this sense, the real should not be bullish on the contrary is the price of millet released high-end mobile phones.

Iv. positioning of Alibaba

Ali did a great job in the user's mental awareness, business-to-business (Alibaba), Consumer-to-consumer (Taobao), the customer (cat), positioning rigorous and clear, but the core is that there is such a need to be based on "user-perceived product attributes." For example, millet mobile phone and millet hand ring is strong association, through the "cloud" and natural connection, it brings to the user's perception is not "business-to-business" and "Consumer-to-consumer" so clear-cut, then why use two brand name?

Baidu most of the products are called "Baidu xx", the first is the search, followed by paste, video, library, reading and so on, because Baidu's clear self-worth is "simple to rely on" the "Technology" drive, which is its positioning, is its core values, similar to the millet "fever", is the same attribute of things; Simple can rely on "technical services", can be called Baidu xx.

Positioning theory still plays a role in that some segments of the other brands have successfully occupied the user's mind, such as electricity quotient, group buying, email, instant messaging, why Baidu in these areas is not very successful? You can say "gene", from the positioning theory, does not conform to the "simple and reliable technology-driven" mental understanding, is also an unavoidable reason. Glutinous rice can not be called "Baidu Group Purchase", "Baidu video" than "Archie Art", because of their products and business forms, and "simple and reliable technology-driven" mental positioning there is a significant gap, especially in the user's perception level.

Five or two sentences are easy to be misread

1, "Mr Trout warns that the Battle of war is not a product but a cognitive battle." ”

This sentence is indeed Trout said, but Yu see that this sentence does not mean that "marketing is more important than products." I think the essence of understanding positioning theory is still: Most companies "think" to create better products on the "natural" to win the competition, but not in fact, unless you can enter the user's mind. Conversely, if you can enter the user's mind, product flaws may still have opportunities for improvement, such as the hammer with the problem of the phone T1, such as Huang Taigi pancakes, but if not into the user's mind, the perfect product also has no chance! Product and marketing is one on both sides, indivisible, trout this words should not do opposite interpretation.

2, "A language is: the meaning of the brand is also in the customer's mind to represent a category, and then become a customer to consume a category of choice." ”

This may be a small bug in the positioning theory, but it is critical.

Brands do represent a certain category in most cases, but they are not absolute. For example, what kind of category does Master Kang represent? Is it a tea drink or instant noodles? Is there any indication that Master Kang has not been among the two categories? What is Virgin's name as a world-renowned brand and what category does it represent? Virgin air? Virgin Records? Virgin Mobile? Virgin Cola or something?

Yu See the marketing concept is: In fact, the brand represents not a certain category, but a certain value; The core of marketing is not a brand's cultivation of its category, but a brand's exploration and extension of its self-worth. For example, the value of Virgin brand is a certain spiritual value, it represents the "bold, rebellious, youthful state and the courage to innovate."

A brand can ultimately represent a definite value.

Is this perceptible, clear, extensible set of values (Apple's "Science and Technology Humanities", Starbuck's "Third space", micro-letter "Connection", Zara's "fast fashion", Nike "Run on the understanding", no printing good products "modesty constraint", Virgin's "rebellious bold", mini "lifelong relationship") Is the brand should be pursued, "live" in the user's mind "meaning", not the category.