"Flow" in marketing (the next)

Yesterday, from the three major schools of science and technology to talk about marketing flow, today we focus on dismantling the "tributary", said: My division is not a textbook, everyone can have their own views, only to say some personal views:

1. Added value

Some prominent marketing flow companies, such as Coca-Cola, this sugar syrup in the past 100 years, the taste has not changed, you can say product innovation? Starbucks makes coffee, why can it sell so expensive, obviously they give you more value on the coffee syrup, mostly let you warmly embrace their culture;

This year I got a new notebook, a trans-border product, combining PCs and pad, the selling point is a slightly larger flip screen than the ipad, surrounded by a metal frame similar to a column of car A, which from Apple "took" the MINIDP interface, and made some details of the innovation, such as you want to see the computer "personal information"? Turn over to find an exquisite bottom nameplate; All this makes people feel very "noble", a series of little gestures that stack up to support a "high-end product" price.

Today to work and other elevators, see a refrigerator ads, their selling point is "temperature", you want which layer is the freezer, press a button,-20 degrees! OK, this layer turns into a freezer; Not necessarily, a micro-innovation, may be a little bit of a reversal of your understanding of the refrigerator, it creates the value-added products-new use scenarios.

From cola, computer to refrigerator, add value can focus on "culture", can also focus on "experience", can be a combination of both.

"Added value" must be "plus"? This is the misunderstanding that the vocabulary itself brings; also take notebooks as an example, the cost of detail innovation is to lose some traditional functions, such as the external interface becomes less, some people will feel that the product is not very "communication", but like mobile "cloud" of the crowd, will appreciate the "view" of the product.

Think about the competition of the same level of cars, exterior, interior, fuel consumption, safety, control, space, can you get a flawless omni-directional car? Apparently not, you bought the car, is your understanding of the car, is your mapping of needs, marketing value-added should be based on the "you" agree with that part, give you more than expected, the more out of the "little", like Stephen Chow said, "Better, it is better."

2, market segments

In the past century, "the world's first CEO" Welch, in charge of GE has practiced a famous "one" theory: each of its enterprises, whether the ability to rank among the top two in the industry, can not be cut off.

"One" gave birth to the emergence of market segments, first of all, in the industry is not the price of the boss is very large: you have no fixed place, have been questioned, the performance ups and downs; you have no strong bargaining power, and you are not to be seen in investors. The problem is, the industry boss has always been only one, really can not do? The wise man came up with a way: to lead by subdividing a smaller market.

Turn on the TV and watch a few commercials, and you'll find a lot of "man shower gel", "Children's toothpaste", "" go to Stains toothpaste ", and even" dentures toothpaste "; Back to digital products, pad is a PC subdivision, more for the pan-entertainment demand; hit's netbook is also a stampede of vendors, disappearing overnight, The visible subdivision is right and wrong, the experience is the core.

I have always felt that the market-segment inventor is Sun, "Sun Tzu's Art of War" said: "The method of military troops, Ten Wai, five attacks, times the points." "Speak very clearly, only the strength in absolute advantage, you can go to" war ", if the force is quite, we must find a way to" point ", dispersed enemy soldiers, create local to many pairs.

In the mobile phone market, Nokia's decline is difficult to speak with a reason; from marketing, you are an oligopoly, not a subversive, the most should not "forces", on the hundreds products look mighty, but not a "corps" can contend with the iphone. iphone has a lot of marketing flow operations, but also a subdivision, through the creation of high-end segments of the population, all the resources, creativity, energy focus on this point, forming an absolute advantage.

Some people say that millet is also marketing flow, is the marketing of hunger, I think only half of the hunger marketing is just "market segmentation" of this category "Level two directory" under a finer tributary. Millet more or steal division in the iphone market segmentation method, their slogan--"for a fever" speak very clearly, a large sieve, the digital control, hardware control, science and technology fans screened out, supplemented by the marketing of hunger, creating a unique experience, the story of the subculture belongs to this circle, passing word-of-mouth.

3, Custom

"Business Show" author McCain thought "What customers want most"; he wrote 7 things, the fourth of which is called customization. We said in the last chapter, in the foreseeable future, customization is likely to be the killer in the marketing stream, the reason is through market segmentation, through the addition of value-added methods, has been too many enterprises familiar with the application, in this "to the positive, to the singular win" market, change is the only constant core.

In the mobile phone market, through the baptism of Apple Samsung, the education of millet, gave the latter a lot of pressure; like the blue Orange mobile such as the backward, is to a large extent forced to innovate, innovation to survive, so they end up customizing this weapon.

The charm of customization is that the right to "create" is returned to the user, giving them a truly "own" product. For example, in the traditional automotive industry, the veteran manufacturers Audi, BMW, how to sniper like Tesla such a technology upstart? In the face of the "kicking" to the door of the pure electric car, the rocket can be launched in the face of a technology madman, Audi's practice is also customized: In the latest Audi City digital showroom, customers can use the Frid (radio frequency identification) function to design their own models to save to a special U disk, You can also get a printed list of configurations. This allows customers to take their chosen configuration home. By changing the color, equipment and function of the car, there are more than 1 million combinations of Audi A7.

Customization of the trouble is with the scale of the contradictions, the more users need to subdivide, involving more complex processes, the user experience is facing greater challenges. For example, a user from the online selection of a single, to get a custom green orange mobile phone, I have to hear the time is 7 days, if personalized needs are escalating, how much of this time will be affected, unknown. Back to the phenomenon we saw in the netbook market, why did the product fade overnight? and market segments, customization is a double-edged sword, to keep the experience, is the core!

In fact, the so-called marketing flow, there is no standard answer, talk about these three kinds of, nothing is convenient for us in the numerous phenomena, more than a simplified perspective. As a branch of marketing flow, can be interspersed with each other, in a higher layer, marketing flow and technology flow, product flow, is also competing with each other interspersed relationship.

The world trend, divided for a long time will be combined, and long must be divided; If a relatively long period of observation, the three major schools of competition, the curtain just opened, now the situation is very much like in the "Smile Proud", you cast the Huashan faction today, will see the next door of Hengshan faction, Songshan faction, will also meet the "sword Zong" and "Qi Zong".

It has been staged many times in the longer history, and from the Maya to the pinnacle of several ancient civilizations, the world has changed form to a wider commercial arena. Scientists say human civilization may have disappeared more than once, only the stone statues on the beach are puzzling; we occasionally have "one of the sea of millet, the infinite envy of the Yangtze River," the feeling, sigh itself small, but people can not dream, those who are high, and diligent entrepreneurs, if you can play the strengths of schools to the extreme, will be able to leave footprints, there is a word that came into being, jobs in the scientific and technological flash may be unprecedented, but after the break.

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This article from the individual from the media Yu See, look for micro-letter public account "Woo See" Concern!