See a brush friend Circle article "Dendron: Solemnly told Lei Millet strategy Yaw"

These two days, see a brush friend Circle article "Dendron: Solemnly told Lei Millet strategy Yaw".

Trout Chinese company general manager Dendron with resounding words: "I can foresee the future that has happened, millet box, TV, flat, is not good, it is difficult to have a lot of as, I this resounding conclusion can stand the historical test." Because he does not have a corresponding strategy to escort. ”

Dendron categorically said: "We now think of millet, what will think?" 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 rely on the direct mobile phone positioning. ”

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, one founder, speaking of the impact of the Internet on traditional businesses, made an analogy: we all rode bicycles in a gallop, suddenly next to a person, driving a plane high-speed, but many people around the reaction 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.

Why? I would like to take you to the "positioning", and then to see what is the new era of the Internet weapons.

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.

In the early days, I had interviewed two authors, Trout and Reese, and had a more in-depth communication with Reese (in my public number "golden wrong knife" on the reply to "Li", you can see our two photos).

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.

Sea Flying silk = dandruff

Happy Lang = jelly

Gillette = Razor

Green Arrow = Sweet gum

Grand Shi = Microwave oven

Nokia = Mobile

Nine Yang = soybean milk machine

The advantage of this competitive strategy is that it brings a strong brand premium. This makes the very 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 to survive" 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.

To give a "positioning" failure of the example, the West Pui naked face village because of "positioning" the proposal, renamed West Pui Northwest dishes, because to occupy the "Northwest cuisine" of the mind, renamed more than 1 years of time, failure, and now marquis back to the northwest naked face village. Why? Because Northwest food is the category of expert in mind, not the category of the user's mind.

Success in the past, why not now. An important reason is to use the old method to deconstruct the new business model.

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.

Dendron said: "This is the key, no internet, the last cola industry from thousands of to become Coca-Cola, Pepsi, any industry the whole law is so, the reason for this rule is the customer's mind, as long as there is a one is enough, the user's mind is not willing to store so much information." In the mobile internet era, the fragmentation of time in the process of instilling information, this two-dollar law is even more so, so the internet just accelerated these no positioning, no one of the enterprises to accelerate the elimination of the processes. ”

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.

For example, the cat and Jingdong belong to the category of the Business-to-consumer, but are they a type? Not the same, one is a platform-type business, one is a proprietary business. In fact, the millet has become the third largest electric dealer, it is the election of another long tail: Boutique electrical business.

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" of the two major kill strokes:

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.

Donga Gelatin said, nourishing three treasures: ginseng, deer antler and donkey-hide gelatin.

I have seen a lot of hardcore fans in the past two years, they feel like holding a hammer, see any nails, want to hit. The environment has turned upside down.

Take yesterday's old ticket, but want to board tomorrow's passenger ship.

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 central point is "all user-centric user experience innovation", the Three Principles are:

Rule one: Pain point thinking, how to find the user the most painful one needle, rather than 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 the "positioning", 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.

A few years ago, a management master Prahalad wrote a book, "Consumer Dynasty", criticized this self-righteous, he proposed "company-centric" innovation has died out, replaced by "user-centric" innovation.

Write a little long, in fact, is a reminder to the traditional entrepreneur: when "positioning" still in Kezhouqiujian, Millet has been a canoe has been mountains.

Zhangxiaolong said a very philosophical words: hope to build a forest, to nurture an environment, so that all living things or animals and plants in the forest to grow freely, rather than to build their own palaces.

Are you a palace thinker or a forest thinker? Are you a company-centric mindset or a user-centric mindset? Are you a channel for the king's thinking, or do you want the product to scream?

What I said may be wrong.