It's a hammer, not an Android phone.

With Luo Hammer mobile phone is about to appear on the news, Micro Bo on his, scold him, are countless, as for this article, not black also not quite, just the opportunity to talk about the methodology of business management.

In modern times, goods are divided into two large categories of infinitely improved and limited improvement types. The former representatives have cars, computers, or mobile phones, as long as the science and technology progress, as long as the human association, can be endless to improve; the latter representative of Coca-Cola, farmer Spring, or beer, shampoo ... In this category, the product itself is limited, the efforts to develop to a certain extent, basically change, there is no obvious difference in product quality, tear away the logo, most of the ordinary consumers are not clear the difference between

So at this point, the first simple conclusion is very easy to come out: The infinitely improved product driver relies on the product function breakthrough, the limited improvement product expands according to by the brand promotion . For simplicity, you can also call these two types "feature-driven" and "brand-driven."

But these two types of division are only bold, and are not so clear-cut in many categories. In particular, "technology" this thing, is not a smooth development, often fall into the so-called "stagflation period" for a long time, will not break. For example, the Japanese when CRT tube overlord, early know that the LCD era will come, but? We all think that cost, anytime can not mature, together for many years still in analog display research "HD", this time period, in fact, we are relying on "brand-driven", Sony, Panasonic, Hitachi, Toshiba, Mitsubishi ... At that time, no one can prove whose products are more brilliant. I know some people will take the Sony's special Li Dragon, namely single gun three beam technology to say the thing, cut, I was the old man, the late Mitsubishi main push Diamond Long, rely on three three bundles plus "four times times dynamic convergence of electronic gun" technology, is not worse than the imaging of Sony, or even recognized in the screen around the focus more accurate and clear.

So stagflation many years later, the Japanese display giants seem to have forgotten, in the final analysis, your industry is relying on the essence of scientific and technological progress "function-driven" ah, pure by spelling brand is not the way out. Then, we all know the fact that Samsung in due time to rise, mastered a large number of core technology, decisively under the huge stakes, relying on the advantages of the entire industry chain, quickly become the liquid crystal Era overlord. Poor Sharp is still the "father of the liquid crystal", now dismal to sell the factory all day ...

In the final analysis, based on infinitely improved products of enterprises, the product itself breakthrough, is the lifeblood. If not in a period of disruptive technological change, can also strive to run their own brands, the brand better to manage, to "renew their lives"-the best example is the few years that Jobs did not apple, in those years, in fact, Apple has been completely behind the PC field, but because of the early brand Foundation is too good, To get back to jobs. Change a brand, can not hold three years, how big business also toss light-you see Nokia is how good example?

Then look at the "brand-driven" enterprises, this type of successful enterprises, basically relying on two major "killer theory", a "positioning theory", called "shelf-limited theory." Do not look at others, see Procter and Gamble is enough, the thought of dandruff shampoo? Think of nutrition scalp and hair tip? There are pantene. Think of the supple and graceful? OK, it's the best. What, you're Chinese, you believe in herbal hair? OK, I have prepared clairol for you ... What, you think of a lot of secondary selling points? Sorry, the supermarket shelves are full! No place for small brands those secondary selling point of the shampoo products placed, shelf space is limited!

So you see, a technology-free shampoo that Procter and Gamble has sold for years without rivals. Two theories are too strong.

By the way, "Wang Lao Ji" is relying on "positioning theory" achievements, and the current "add more treasure" in reliance on "shelf-limited theory" to the comeback-the same restaurant, usually can not put two kinds of herbal tea, at this time, the customer in mind to "Quhuo", the mouth of the bottle "Wang Lao ji", the waiter came to the pot "add more Treasure", This process is logical, without Shong sense.

However, the limited improvement also has the pain, and that technology of the stagflation period, the limited improvement encounter two major subversion today-first is the electronic commerce brings the channel subversion: the shelves are not limited, but unlimited. In the day cat open a shop than to eat cabbage faster, want to sell how many varieties of shampoo have a place ... Secondly, it is the change of people's information access mode brought by Internet and mobile Internet. For now, traditional newspapers, magazines, television, the three major means of communication, all the blind food, every month in the loss of old customers, and 90, all the attention on the phone and pad that small screen.

Above, or from the enterprise point of view, from the consumer perspective? mainly divided into two levels: "Functional access", and "emotional gain." Corresponding to the above theory-the purchase of "function-driven" products, consumers more value "functional access", the purchase of "brand-driven" products, more emphasis on "emotional gain." Occasionally a company to wear, "through the style of play" success, I am very big--you see the iphone, the original consumer is to buy its function, the result of an extra lot of "emotional gain", Fort! (This example is not much, I'm most optimistic about Tesla at the moment.) )

Oops, bad, all 1000 good hundreds of words, not mention the hammer. OK, let's talk about the hammer now.

There is no doubt that the category of hammer phone, of course, in the "infinitely improved" this gang. But only from this level, the hammer is very pessimistic, this I will not elaborate, there are overwhelming articles to see aging Luo, explained extremely complicated. In fact, summed up to the last two words, is: one, in the function, you can not significantly surpass peers (if the software has a bright spot, almost the next day will be copied). Second, in the hardware cost, you do not have the advantage, this is a giant with tens of billions of yuan in the field of blood, you old Luo Rong of those money, not enough to burn to the Second product.

But I think Mr Lo is in the midst of an ingenious period, the Android camp, which is in the midst of a "technology stagflation". A normal person can laugh out of the buttocks, now the Android phone four nuclear 32 core useful? 6 inch screen is certainly more usable than 5.5 inch screen? Every time I say, "I'm thin 0.1 millimeters," Does anyone care?

OK, as mentioned earlier, when the technology stagflation, "limited improvement" enterprises those tricks, there is a useful--and so on, someone asked, carving ye ya Bu Gang said, "Positioning theory" and "shelf-limited theory" is also being abolished?

Not at all! From the category of mobile phones, "shelf-limited theory" is really useless, but "positioning" the theory is still--but please note that what I am going to say is not the "positioning" of Reese and Trout, which is based on the idea that "brand is the category" and "hard", and I want to talk about Is the people's mind also has an "emotional positioning", belong to "soft", is "brand is emotional."

Remember the brand trilogy I've been nagging for years?

1, split the mind;

2, supplementary memory;

3, Brand sublimation.

What is brand sublimation? That is, the brand is not explained by the simple category, but represents some kind of metaphysical emotional part. Think of Coca-Cola, this brand of course equals "cola" this category, nonsense, this category is simply their home invention, but, you calm down to think, Coca-Cola's success is too big? The world's first beverage brand, this is not "brand is the category" The original teaching "positioning theory" can explain. And for too many people, drink Coca-Cola is an emotion, this drink symbolizes some cheerful, passionate, vibrant, positive and optimistic spirit. OK, excuse me, what other drink can be closely linked to these most positive energy words?

In the same way, Nike uses the fundamentalism theory to explain the success of sneakers, but in fact, many people who are not very athletic also buy Nike, even after buying it, because Nike is "ethically do it!" Popular behind, is the "Beyond the self, want to do" the spirit of the desire and light-can you immediately think of Adidas or Puma triggered by the emotional connection? If you hesitate, you will see why Nike has been so successful.

OK, this part of the brain to make up on the right, from Mercedes-Benz BMW to the LV Hermès, from Lafite to Harley-Davidson motorcycle, can not use the category to explain the value of their brands, are the mind of some kind of emotional sustenance.

In fact, Millet is part of it.

Millet in the core of the crowd there, millet this brand represents the spirit of geek, representing a mobile phone fever, to participate in the establishment of a brand, a set of operating system to improve, I casually to the Millet forum to see the eye, a I am not interested in technical posts, have ten thousand or twenty thousand replies, one hundred thousand or two hundred thousand points, This group of people craze until all night arguing about a detail ... Do you really think these people only buy because of the price of millet?

Back to old hammer--I think the chance is that looking for mobile phone function or price "positioning" there is nothing to do, the market has a variety of people in the price of various mobile phones, can change the idea of "emotional" part of the cut, no one is doing, and few people will do.

Well, speaking of which, the wise man already knows the answer. Luo classmate himself, is the greatest wealth (also the biggest obstacle), his bizarre growth environment, rebellious entrepreneurial process, a variety of crazy mouth battles, just for a large number of specific "ordinary people" to provide his "emotional fantasy", and these "sustenance" to have "Luo temperament" of the hammer on the phone, can explode a huge force.

Harley if the emotional pinned out, is a huge noise, not environmental protection, speed is not fast enough, small faults, and modelling of old outdated motorcycles, but in the heart of the death of Harley-Davidson fans this is the "Harley Spirit" characteristics, is deliberately so, is the customer filter! Weak petty bourgeoisie die! You want to talk about the "flaws" of Harley-Davidson? The most famous answer is--he stares you in the eye, "sorry, it's not a motorcycle, it's Harley." ”

Why is the biggest obstacle and the hardest part Luo? Because up to now, as far as I can see, the old Luo classmate does "subtraction" not Enough, "focus" insufficient, his iron powder also difficult to depict the formation of their own sense of generation-"feelings" the word is too large, and "craftsman" the word is too small.

If, I mean, if, in the next few minutes, Lao Luo can focus on the refinement of the emotional part, the consumer's "function to obtain" weakening, "emotional gain" strengthening, that is, the above said "through the style of play" success, you can imagine, hammer phone came out, the bright spot becomes a bright spot naturally needless to say, more important is a flaw You don't think the first mobile phone man made the hammer without blemish? I'm afraid it's a wonderful thing to be true--but it's important that through emotional positioning and cultural innovation, the old man's death can proudly defend these virtues and flaws, and to tell you:

"Sorry, it's not an Android phone, it's a hammer." ”