Dendron: Millet goes against the customer's mind to develop, is bound to experience failure

"Business value" new Media note: February 1, Trout Chinese company general manager Dendron in an interview with Sohu Finance, said: "Millet box, TV, flat, is not good, it is difficult to have a lot of action." Because millet platform and ecological strategy erosion is the rapid rise of millet depends on the direct mobile phone positioning. ”

Titanium media author Kim Wrong Knife immediately objected that in this comprehensive transition of the internet age, "positioning" really old. Even for many traditional enterprises, "positioning" is the largest of the internet era of poisonous weeds.

Noun Explanation: The positioning theory stems from the American business strategy expert Jack Traut in 1969, "GE does not listen to advice," the paper, which pioneered the positioning theory, and in more than 40 years of combat in the continuous improvement. According to the theory-the battlefield of enterprise competition is not in the shelves, not in the promotional season, more than advertising PR war, but the consumer's mind, is the consumer's perception of the brand, brand creation in the customer's mind. The meaning of the brand is to represent a category in the customer's mind, which becomes the first choice for a customer to consume a category.

Dendron: Millet goes against the customer's mind to develop, it is inevitable to experience failure.

I can foresee the future that has happened, the 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.

What do we think of millet now? It must be a mobile phone, and it's 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. Millet platform and ecological strategy erosion is the rapid rise of millet depends on the "direct mobile phone" positioning.

Millet in the majority of consumers in the eyes of the positioning, is "direct mobile phone." Use the Internet to direct the mobile phone, eliminating the link between the cost, low price, so that customers feel cost-effective. Low price is the result of "Direct selling mobile phone" positioning. In other words, it is because as a "direct-selling cell phone" and low price, but does not mean that millet is equal to cost-effective mobile phones, not to mention that it can extend the concept of cost-effective to any other product line.

Obviously, this and lei have been emphasizing millet mobile phone positioning is different, in the definition of Lei, millet is a "health for the Fever" of the mobile phone.

According to the positioning theory, the implementation of brand extension, in the long run will lead to customer mental confusion, fuzzy brand awareness, and ultimately destroy the brand painstakingly nurtured mental resources, so that the brand depreciation. In the hundreds of millions of-scale mobile phone market, it is very difficult to stick to the good position and keep the fundamentals. Millet, which has not yet reached the leading position of the industry, rashly extends the brand to the tablet, television, routers and other fields, and even made a smart home, are all covered with a single brand, the result is--in each product line force more fierce, consumers of the brand's understanding of the more blurred, mention millet but not a clear "do what" The impression that the root of the brand damage the more severe. This is the problem of Chunlan.

If the main business is very good, need to extend, suggest Lei to Ma Yun study, 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 named Taobao, such as Taobao pay, Taobao flagship store, but Alibaba, Taobao, Cat, Alipay, In every place has strategic positioning, around it has a set of interlocking strategic pairing, thus building a strong brand group.

Originally in 2000, 3000 yuan This high-end market millet is a bit of a chance, but it launched the red Rice mobile phone is completely no chance. To see the report card of millet, the number of mobile phones increased 3 times times, but the turnover only increased twice times. That is, red rice is growing too fast, this is a kind of fat growth, in fact, the strategic potential of millet out of the overdraft. Originally, millet in the customer's mind is through the network direct sales of mobile phones, is a relatively hot, there is a certain fashion brand, but the introduction of red rice, the millet directly pulled into a bargain in the knowledge, don't forget, Mr. Trout's warning, the war is not the product of battle, but the Battle of cognition.

If a brand has been positioned as a "bargain" in the mind of a potential user, it is difficult to successfully launch a high-priced product that has seriously violated the mental position of the potential user. If you lack anything, you make up for something. The more want to do high-end machine, the more want to prove that they are not a bargain, there is a flagship machine, but the flagship machine selling is simply not achieved, which led to the people think that Millet is not selling high-end, the more do the realization of a bargain.

We feel that the Internet to the enterprise is completely subversive, in fact, we do not have to worry about what, now a large number of the traditional enterprises are eliminated, even if there is no internet, any industry, industry, always will eventually focus on the industry's one, eventually slowly these industries will disappear, are overturned. But the original elimination process will be slower, and in the mobile Internet era, this elimination speed will be greatly accelerated.

Golden wrong knife: in this comprehensive transformation of the internet age, "positioning" really old.

To my surprise, an article that interprets the new world in the old way is forwarded and recommended by many people. I feel that in the context of the great shock and shock of the Internet, many people need to find ways to find weapons.

See this sentence, I think of a scene, we have a private directors will be after the visit to the millet, a founder of the internet on the impact of traditional enterprises, played an analogy: we are riding a bicycle at the gallop, suddenly a man, driving a plane high-speed, but many people around the response is a question Why does it have no wheels?

"Positioning" has always been my favorite business methodology, this theory in China also helped a lot of business development. Put a theory into a tough combat weapon, "positioning" is the most cattle.

However, this is the industrial era of play, in this comprehensive transformation of the Internet era, "positioning" really old. Even for many traditional enterprises, "positioning" is the largest of the internet era of poisonous weeds. This old-fashioned, let us immersed in the old era of marketing and self-righteous carnival, rather than humble to the user bow.

Poison One: The first consideration is the competitor, not the user

The core of the positioning is to rob users of the mental resources, is to build barriers, is a strong control. The core of the Internet age is the user experience first, is open and connected, is out of control. The essence of "positioning" is the mental ladder.

"Positioning" that: the battlefield from the market to the customer's mind, the enterprise operation from the demand-oriented to competition-oriented. Enterprises to go all out, is to establish a differentiated positioning in the external, so that their focus on competitors, in the customer's mind to establish cognitive advantages. So, cognition is more important than reality. From the perspective of the customer, rather than from the reality of the enterprise, to establish a "cognitive advantage."

"Positioning" that business competition has evolved into "the struggle for mental resources", each successful brand should be in the customer's mind to establish a unique positioning.

The advantage of this competitive strategy is that it brings a strong brand premium. This makes many traditional enterprises rely particularly on advertising, marketing, the so-called marketing for the king, Channel for the King is the product of this strategy. However, the product is not the first, the user experience is seriously neglected.

The core of competition in the Internet age is: User experience premium. Google once said a word: everything to users as the center, the others poured in. If you do not stare at the user, but stare at competitors every day, we generally call the three views are not positive, generally die very miserably.

Zhang all reflect: "What is the biggest problem that the internet brings?" What is the biggest change? To center, the user is the center, who satisfies my experience I agree with WHO. No brand, only user experience. It's easy to say, it's too hard to do. In this "Only user experience survival" trend, the seizure of user mental resources will become very ridiculous. It used to be a bulwark against strong control. Now must learn to open and connect, to learn to lose control.

Poison II: The theoretical basis of positioning is two yuan law, the Internet era is based on the long tail effect + winner-All

"The father of positioning" Trout once summed up a "two-dollar rule"-with the rise of industry, to the maturity of the final industry, only two horses will be left behind, which will be eliminated. This is the underlying logic of commercial competition in the industrial age, and the cornerstone of "positioning" theory, and also defines the core action guide of "positioning". "Two yuan law," said the popular point is "one" survival, enterprises either become the first, or become the second.

I think that the internet era of enterprise management, the first subversion is the "two law", the Internet, the second is difficult to survive, the game here is the rule is "winner takes All", is the eldest brother occupies 80% of the value of space, the second old can occupy a small space.

But there is another rule on the Internet: The long tail theory that technology is transforming large markets into numerous niche markets. We can call it the winner-take-all in the long tail, which means that every niche market has a winner-take-all phenomenon.

To win a winner in a long tail, your biggest challenge is not your opponents, but how to get your users and even turn them into fans.

Poison Three: Positioning of the kill recruit is to become the first, the internet era of the killing is the explosive product strategy

"Positioning" two big Kill recruit: Kill recruit one is to rob first: the mental ladder position nobody occupies, preemptive occupies a position. We have a number of micro-innovation students are positioning consulting customers, positioning a common trick is to add a leader after XXX. I just see a corporate slogan is "XXX industry leader", the general will ask, you are positioning customers.

To get first, positioning to let you focus, do subtraction, this is very useful. Positioning will also let you hit the ad. This mode, basically is strong advertisement drive mode, the advertisement stops, the user cannot remember again.

Kill recruit Two is related: The mental ladder position has been occupied, the enterprise may endeavor and the ladder in the strong brand association, causes the consumer to choose the strong brand at the same time, immediately then associate thinks oneself, as the second choice. For example, seven-happy, positioning themselves as non cola.

In the internet age, the company's kill recruit is the explosive product strategy. What is known as the explosive strategy, I define the market through Word-of-mouth products, or even become the first.

To build a explosive product, there is a center, three laws. A center is "all user-centric user experience innovation", the three rule is: the law one: Pain point thinking, how to find the user the most painful one needle, not by channel. Rule two: Scream and think, how to make a product speak, not a brand. Rule three: Burst point of thinking, how to use the Internet to detonate users word-of-mouth, rather than by advertising.

The core of Internet thinking is the user thinking, the ultimate of the user's thinking is the explosive product strategy. In fact, all internet companies are relying on the strategy of explosive products, millet refers to the traditional hardware in the blasting strategy to achieve the most extreme company.

In "Positioning" it appears:

Millet must = Direct mobile phone, millet box, TV, flat, is not good.

Baidu must =pc search, if do mobile, intelligent hardware will die.

Tencent must = Instant messaging, if the game, micro-trust God horse will die.

Alibaba must =b2b E-commerce, if do Consumer-to-consumer, the company will die.

Drip must = call the software, if you do what the car will die.

Must with Dendron popularize a common sense, the Internet company is generally from a single category single point cut, zoom in, enlarge the result is to become platform-oriented company. What do you mean, platform? What is done is to become water and electricity. But in the "positioning" view, this is not good, it will make the user's mind confusion. Many traditional enterprises are not defeated in the brand, but defeated in the product. Another example of frustration is that Procter and Gamble, the world's strongest brand housekeeper, is familiar with the positioning of the road, but these years have been some professional firms beyond. The biggest reason is to engage in brand, but products.

Why say "positioning" is poisonous weeds, not that it is completely useless, it emphasizes the category of thinking, focus on thinking is very practical. The biggest reason is because the positioning is too old. The greatest danger of this "old" is that it is still pursuing a company-centric ideology that is no problem in the industrial age and is harmful in the internet age.

Crowd views:

The other side of the landscape: the Internet era, everything is possible, millet do other lines can not be conclusive, the decision of the factors too much. As for positioning, personally think whether it is traditional or internet, do products will involve positioning, positioning from the user needs and market competition, user experience is also based on product positioning, so positioning is the underlying architecture. Two years ago read a book titled Forceful Hybrid Theory, enterprises in the pillar industry in the case of good operation, the development of peripheral derivative industry or even cross-industry industry will be a trend, like Tencent, just started to do instant messaging, now who can say what Tencent is doing? Real estate, automobiles, finance, public welfare, sports. At first glance the feeling seems quite reasonable, but from a strategic point of view, also inseparable from positioning, but from the product positioning upgrade to strategic positioning just.

Gkiwi: The point of the golden wrong knife is written very far-fetched. Positioning and user-centric by the author abruptly broke into the opposite.

Yu_kenneth: The idea of a golden wrong knife distorts the meaning of positioning, just want to tell the author one thing, in the user's mind is the cell phone, millet, so other products are just extension, millet turnover mobile phone accounted for at least 80 or more, if millet one day announced that I do not do mobile phone, I changed the small rice box, After Millet is nothing.

Zuand: times are changing, users have changed, can not be used in the end.

Conner Qiao: From a certain point of view, this article is right. But any company and product are now positioned, but the focus of positioning has changed. Any era of products are user-centric, but the internet age makes this feeling easier to understand. Millet Company Of course is positioned, mobile TV to smart home is a positioning.

Crazyrobot: Product positioning and company positioning is not the same. Products or should be in the hearts of customers have a unique positioning. The company is much freer.

Public Enemy Number one: Product extension may be millet fire for a while but want to rely on this to win all the battlefield or not reality I still do not like the style of millet.

Lakevostok: This era can make a single product to do fine already very good. The establishment of exclusive closed ecological circle, relying on the core business sales of peripheral products. But your peripheral product is just another core product, then why don't consumers choose another one? And your family's core products will inevitably and other competitive enterprises have homogeneity tendency, a set of closed ecological circle, an open shared ecological circle, you say which more reasonable?

Ming cold: In China, very fire, always fire a burst. But the core value of millet is not in line with more young people's choice, service will not continue, directly affect the future, with the hype people have been a lot.