How to break through a strong opponent

Many people do not know what kind of people they can do, just like n many college students read what they can do, they do not know, or from the very beginning they have not thought about what they can do, but wait for the lucky goddess after reading the favor, so that they can get more and better opportunities. And such a person such thinking, in today's society is too much, so it caused the talent of the homogenization of competition. In such cases, only the spelling of resources to fight the God-Father spelling background, those with the background of the father of the family rich dare to sell meat, the natural competition in the situation of the ancestors one step, and most people themselves do not have these resources. What should we do?

Just as doing business as a brand. Many people do business, in fact, is basically a primitive starting point-to make money. Then desperately to do the heap of tactics, finally found why they do not always have a good person to earn their own money why no one else? Let go of the words of contentment, is not my business owner in the process of operation also found himself and others do not have much characteristics, And then, in a bunch of seemingly similar businesses, how does price promotions and how to keep employees ' wages down? Is it the same as those college students in the first paragraph of the article?

The topic of this article is to tell you how to break out from the strength of the opponent, so that they have more characteristics, so that they can be more easily remembered. So in the article earlier enumerated two examples to serve as auxiliary card, to explain how to achieve from the opponent's strength to break through.

I. Positioning of the project

To be exact, from the beginning of a project run, you can basically separate yourself from the others. For example, students who go to college, from the beginning of reading, know what school to study what the major, and then prepare themselves for what kind of work, including what they should do to assist the study to help themselves achieve goals and so on. And for the enterprise, we should know from the beginning: What other people do? What do we do? What are we going to do? What are our business objectives? What do we need to do to make our business happen?

This kind of thinking can be called the preparation of a project, or it can be called a program planning or project strategic planning. Planning every point to strive for clarity, not only we know, but also to find someone to do market spot checks can understand (discard emotional factors). For example, we want to do a school training program, we need to collect the current domestic environment inside the competition situation, opponents situation, the provincial small environment inside the competition situation, opponents, this is done market survey analysis. Then, we need to do competitive analysis, that is, potential opponents analysis, analysis of their appeal points and promotional points, business focus is what, and then we have to according to each other's situation to design our appeal points and promotional points and business focus, such as the other is to do English training, we also do English training, So does this overlap in business? Domestic to do English training is more famous is the new Oriental, how we in the new Oriental strong breakthrough, and let users speak English training do not want to start the new east and think of us? or think of the new Oriental also think of us, but also can be clearly identified?

Oh, we can do local door-to-door training, we can do a one-to-one network of English training, but also can do free English training, etc., to do so, is not to some extent to resolve the other side of the strong?

This is just the first step, what needs to be done at the beginning of the project.

Second, brand implantation

We all know that the user's brain is not able to load a lot of things, not according to what we think, put aside their names they will go to understand and remember them, if the idea to do business or a person, it is too failure.

In the current information explosion of the society, a wide range of data to try to instill in the user, and eventually lead to user fatigue, or even apathy numbness, no slightest impression. According to scientific analysis, what the human brain can accept is very limited. We need to impress our users with our memories, so we should wake up a small amount of memory in the minds of the user, most of the information in the user's mind is ambiguous, and a small amount is clear. And what are these clear memories? It is the user in the mind is very pure state to learn. So how do you extract the user's stuff? Keep the child's mind and way of thinking to read.

such as one or two of these, large or small, the user is easy to remember. Let's say for example, MOM sinks are the second highest quality collagen manufacturer in China, and people may be curious, who is the first? The first is who is not important at all. What we need is for the user to remember: Mom sinks, second, collagen, that's it. But this only solves the problem that the user remembers the enterprise name, cannot let the user associate the product.

Speaking of which, we need to talk about brand operation. If we were to summarize the confusion of the collagen market, the main effect of the collagen protein in Mother's skin was to wrinkle. And then we're going to load that up into the second-highest PR word, which is counterproductive. Because too much information makes it impossible to understand and understand easily, then it is easy to form information decay, and finally to achieve a very different effect than the vision.

Summary is, do brand implant, attention to information simple, clear, applicable, easy to remember. This point can learn Bai Juyi, it is not unreasonable to find an old man who can't read.

Third, Brand plunder

Tall and tall buildings, although it looks beautiful, but from the point of view of marketing, there are a lot of shortcomings. This is used in large enterprises, it is very obvious, the company big fame, but does not represent can monopolize everything. In the business level above, play a big role, or users. There may be a flaw in the brand appeal, but also may be the user PR this piece has shortcomings, but also may be the brand to shape this piece has shortcomings, but no matter how, the world is not perfect, as long as the heart, it is enough to find the business point that it can operate.

For example, collagen products for a few years, but whether it is the brand's appeal point or marketing, there are few characteristics. From the point of view of the brand, many manufacturers have molded their products into a Shiquan tonic pill, with beautifully printed posters, they mistakenly think that they are high-grade goods; in marketing (sales) This piece, many enterprises go the way of the traditional agent, but also into the beauty salon store This kind of method ... I was surprised when I was doing a field survey online, although a lot of companies spent a lot of money doing advertisements or endorsements, and 90% of the population had no knowledge of the product. This fully illustrates the chaos of the market.

In view of this situation, I think this market can be done and can make money. But what needs to be done is how to break a lot of money to rob a lot of beauty salon resources of thinking rigid traditional enterprises in the hands of brand plundering and relocation of user groups and marketing strategies.

In the brand appeal, many enterprises are playing beauty card, it took a long time to describe the product function and explain the collagen, in this sense, any user will not feel this information is intuitive, see can be deeply remembered, that is, brand demand blurred, in such a background, We can say that the main function of MMV products is: to wrinkle. Don't say too much, too many users can't remember. Is this the form of a strong brand of plunder? But, after doing so, what needs to be done is enlarge the appeal. Can't let this thing only you know and no one else knows, what is it called?

Also has is since everybody's rigid thought fixed in the beauty salon and the specialty store, then we can take it as the daily necessities to sell in the supermarket? Put it in the pharmacy? Why do you have to go to the log bridge? Some people may say that the supermarket and drugs, the cargo and category of problems, change packaging These can not be adjusted?? We can't move Taishan, can't we go around?

Brand operation that's not the thing to do in a day or two, it's a system job. There is no corresponding strategy and way to do the matching that is completely not feasible. Anyone who expects a trick to beat others can wash and sleep.

Iv. User PR

As the saying goes: The magistrate is inferior. No matter how big the official son is on the head of which one, this is why many men hen-pecked reasons, offend parents, most are scolded for several days a few months; offended wife, that is every day is scolded every day is beaten, that still live not live?

Cut to the chase. The bigger the officer, the farther away from the common people; the bigger the brand, the farther away the user will be. To talk about the relationship between marketing, what P & G what Unilever is definitely not in front of the sale of the pie that aunt fierce, understand? So, under the impact of a strong brand, how do small brands get chance?

I've already talked about this when I was joking. You have to learn to do user relationship marketing, do user pr. For example, recently saw a supermarket, others to provide water and electricity, recharge, free car, free water, free WiFi and other services, see understand? This is also the user PR, these methods can gather some popularity? By these seemingly obscure moves, the supermarket has dozens of chain stores, Do you know why it's going so well? They do not go with Wal-Mart and what price and size, it relies on the service of the world, precisely because of this feature, the supermarket in the Local has a very high brand awareness.

And for example, when I was chatting with a promoter, little sister, she told me their place is located under the overpass, basically not much popularity, but she put those who come to the customer's name phone number birthday or anything are registered, the festive time to make a phone call sent a message to customers, but also a number of business gifts, Encounter activities also call in time to inform, also send birthday gifts, to the present of the customer basically can't see her don't buy, must wait for her to come ...

Do you understand? This is actually how to do from the strong brand of the second law of the enterprise: User pr.

Summary：

And then what else do you need? I need to tell you how to fight Johnson, how to break through the strength of the Procter and Gamble? I think you should think about it, I always can not replace you think, of course, if you want me to help you think also line, the key is to see what you need, if you are satisfied with the status quo, we do not waste breath; If you want to do a great job, I can bring a team to work together.