The principle of successful promotion of new electronic commerce

The principle of successful promotion of new products

Why do electric cars look like traditional motorcycles in the most successful new products in recent years? Why is the best selling electric car a petrol-electric hybrid? Why are the imac and ibooks mediocre and the ipod and iphone on the market?

Any company that reviews its new product promotion history will be dismayed to discover

Most of the new products end up as "brand vases"

Behind the new product is the value of the company, which is the bearing of the enterprise's profit dream, competitive value, industry status!

But the truth is, most manufacturers of new products have acted as a "brand vase" role, although all marketing resources have given these vases, but applauded not draw, but also the United States its name Yue "Corporate Image Products", and to the old product saturation, new product cost reduction (and if the marketing costs, The cost of time to put in its costs I think will be higher), the price hit down, the new product began to gradually become the main sales force.

Marketing experts call it the "Product lifecycle," and I don't dare say the experts are wrong, but they always find this theory a bit deceiving.

In China's two or three-line cities, electric motorcycles have replaced traditional motorcycles for 2 years (knowing these places are not to be seen); Toyota's Prius hybrid Power Market is selling well, if only for sales of single goods, it has surpassed the vast majority of new car sales , Apple's ipod and so on are listed on the line to buy, if you want to put this performance attributed to the charm of jobs or the Apple brand itself, then how to explain the three years before the return of jobs? Joe Comeback, the introduction of a number of new products, such as the imac, ibooks, and so on, these new products are not a draw, sales of the prosaic!

No one enterprise large-scale promotion of a new product is to make a yell, all expect new products can soar, the volume of profit double abundant. This is the reason why the Blue Ocean strategy has been praised in recent years.

Blue Ocean Strategy In theory is not wrong, the key lies in our understanding of it and the use of methods, if we think that the blue ocean is all innovation, it is a new start, that is wrong. The real blue Sea is not on the other side of the Red Sea, but hidden under the Red Sea, we need to skillfully let the blue sea float up, slowly become big ...

How many new products have become useless "brand vases"? According to authoritative research from abroad, the success rate of new products is less than 10%. Why? The reason is that companies often turn their attention to technological changes, market changes, industry changes as the dominant power of the market, and the real market power is hidden under these changes, a more fundamental consumption bias, Shunzhi, mighty.

Terrible consumer bias

What is prejudice? English prejudice, derived from "prejudge", prejudice is predetermined, is preconceived prejudice, secular interpretation is simple, not with their own eyes, do not stand on their side will make us biased.

As for consumer bias, my understanding is that once consumers have created their favorite "buying habits List", the new products that are not on his list are not pleasing to the eye, and they are biased, so they also set up their own objectionable "Purchase exclusion list." The purchase exclusion list is a consumer bias.

People have feelings, consumers once used and enjoy the products of certain functions, will be attached to their own emotions in this functional characteristics, the longer the use of the deeper into the. At this point, if anyone dares to cancel his "privilege", he will turn his feelings into anger and vote to abandon you with his feet.

Here is a very old case, the vivid display of this anger, so I still take out the sun, it is the famous "two Wars of Music"-

At the end of last century, Coca-Cola found itself in an anonymous taste test after losing to Pepsi, decided to change the taste, the new CEO Guo Sida you can imagine all the new product promotional tools, as long as the good, have to use.

There is no doubt about Coca-Cola's marketing capabilities. Every year it invites the world's best artists to make new ads for it, and every year it holds a lot of creative marketing campaigns to attract people's attention, even if it spends huge sums of money to make the four-year Olympic event a Coca-Cola product fair. People say the economy of the 21st century is the eyeball economy, the attention economy. Coca-Cola was already very good in 20th century. So in the face of such a strong marketing campaign, it seems that there is no reason for the new Coca-Cola to Cuikulaxiu, without.

What about the results? If you look at what the Coca-Cola fans have done, you are clear. It is said that a television reporter every three o'clock in the afternoon, will be on time to drink a bottle of Coca-Cola. It's a habit that has been developed over the years, and sometimes even intentionally not having breakfast and lunch to get a little more coke. As soon as he heard that Coca-Cola wanted to change his taste, he ran to the nearest supermarket and bought 110 bottles of Coca-Cola of old taste.

Other fans have protested and even marched and rallied. After the battle, Coca-Cola was lost in the city, and was forced to revive the traditional cola supply with consumer protests.

It can be seen that consumer demand is based on "sustainability" rather than "transformational". From the perspective of human social psychology, the greatest fear of mankind is change, procrastination or improvement because it makes us feel safe and preferred, so until today, there are still many monarchies in the world. This is the power of habit!

In the face of the buying habit, the new product is the enemy. Therefore, the promotion of many new products is the enterprise did not accurately determine their own to push the new product is in the consumer which "purchase list", if unfortunately in the "Purchase exclusion list", and did not find a way to move into the "Purchase habit list", failure is inevitable!

So how can you tell what your new product is in the consumer's "Buy list"? And how to do it

Don't let the new product stand on the wrong team?

The IBM operations strategy Chief advisor divides the new product into four categories based on the improved performance of the new product and changes in consumer behavior required:

Favors type: To Taobao a brand underwear, the usual female underwear pendant is three rows, the increase of five rows, but in the quality of women care, modelling and other aspects of improvement is not, so its price is difficult to improve. Again, as an example of Chinese input method, we commonly use Hanyu Pinyin input method, and then Microsoft introduced the fuzzy Chinese input law belongs to favors this category, the improvement is not large, the user needs to change the behavior is not small, so there will be no great action.

Thankless: In order to challenge the dominant Hanyu Pinyin input method, there are several Chinese input methods available every year, but there is no way to get the user's approval, because these methods can improve the performance is limited, and require users to change the behavior is very large. In the same way, some people abroad have persevered in the study of new keyboards to replace the qwertyuiop-lined keyboards We use, without exception, these so-called new products have failed, because the benefits are limited, and the need for behavioural changes is staggering.

Hard-working Type: Some new products do have significant performance innovation, but consumers in order to enjoy these new features also need to make a relatively large behavioral changes, such as handwriting input method relative to pinyin input is a great innovation, but in the handwriting recognition technology has a major breakthrough in order to close to the user's daily habits before, are difficult to popularize and popularize.

Relaxed and cheerful: those products that have significant performance improvement and do not require user behavior change, the highest probability of success. Google, for example, hardly requires behavioural change, but it brings great convenience and rich information. For example, mobile phone for fixed telephone innovation, also embodies this feature; Again, such as the nine-Yang, the face of the crazy competition in the United States, launched a clean-free nutrition King series, did not change any behavior but showed greater convenience, although the average price of 500 yuan, not only to maintain the leadership and regain the rapid growth.

Which of the above types of new products do you belong to? And that

How to get their new products floating up from the Red Sea

We all have such an experience, the best way is to find a good middleman, the advantage of this is to quickly put each other's relationship from unfamiliar position and the middleman and the trustee the same degree of relationship.

We can think of the consumer's mind as a lattice drawer, if we open the "social relations" drawer, there will be family, friendship, love and other classifications, family and will be divided into the paternal, maternal, etc., in these drawers if the comrade is its most important emotional drawer, then we are entrusted to the referral should be his comrades, This efficiency will be the fastest.

Now we open the consumer's mind of the "Purchase habit List" drawer, we will find that these drawers are classified by consumer goods, in different categories of drawers, is their preferred brand, the preferred function!

Now understand that category is the first door of the consumer mind, so to promote new products, should make new products look like a consumer habits of the category, not completely unrelated.

Most of the attempts to promote new products with the words "subversion" and "revolution" have failed, and the most famous case is the "learning revolution" that was once noisy.

According to my own more than 10 years of new product promotion experience, I put forward the "anti-category positioning" new product promotion law, the core definition is: according to the consumer's mind in a series of category labels, for the sake of understanding or security, to the new product affixed to an existing category label, so that consumers automatically associate or enhance the benefits of the category, At the same time, the disadvantages of the category are automatically decoupled from the new product by the novel features.

Specifically, there are 3 steps

First, select the mainstream category you want to enter attack

The consumer purchase list tells us that the market for all new products comes mainly from existing categories, and the potential location of new products in the mind is often occupied by both categories. So we have to find it and targeted attacks, in order to achieve the removal of the existing category, into the potential location.

In the choice of category, must choose mainstream category. The reason is simple, because the mainstream category market is the largest, which is conducive to the promotion and popularization of new products, and then continue to differentiate high-end and ultra-high-end branches. such as jobs in the imac, ibooks after the failure, found that the largest Internet market is MP3, as digital music to become the mainstream consumer market, but at that time the MP3 has two major flaws: one is the storage of small, one is to download music more trouble. Based on this, jobs has made two major innovations, one is to spend 100 million of dollars to buy the franchise MP3, one is the development of the itunes Music management backstage, the former let the stock of Music Unlimited, the latter makes the choice of Music Unlimited, more convenient management.

Here, product design is not fundamental, but also belong to favors innovation, not change the way young people listen to music, itunes is the key to key new product innovation, because the existence of itunes, can make more people easier to download and organize music, thus greatly promote the sales of ipods, And let the ipod and other music players distinguish between the short time occupy nearly 90% of the market. The record companies also welcomed the advent of itunes, which, before the advent of itunes, had nothing to do with the proliferation of Music pirates, and itunes made them feel the possibility of profit. Of course the best thing about Apple is that it earns its money by selling ipods and making music from itunes.

Similarly, when almost everyone thinks the mobile phone market is a tough competition, jobs draws on his ipod's successful experience, launches the App Store and seamlessly docking with itunes. The iphone + APP store portfolio has given Apple a dominant position, replicating another legend, and so far Apple has sold more than 60 million iphones, and the App Store has more than 200,000 programs, with a total download of about 3 billion.

Taobao on the so-called "shoe God" mr.ing, its "Ruan Feng" series, is to seize today's leisure, soft bottom, breathable mainstream shoes demand and hit.

Second, standing in the mainstream category or brand next to launch competition

In the face of Coca-Cola beverage category synonymous with a strong position, Pepsi-Cola took a personal bunt, Coke launched a close attack: claiming that Coca-Cola is obsolete goods, the elderly drink, and Pepsi is the most fashionable pop drink, is a new generation of choice.

Today, in the global market, Coca-Cola's share has fallen from 90% to about 50%, Pepsi-Cola is up 45%, while in some emerging markets, such as China and India, Pepsi is more than Coca-Cola.

Here we look, first, Pepsi did not find a new category, but bravely to become a cola, and second, Pepsi did not hide quietly development, but continue to launch a positive attack on Coca-Cola, from taste testing, to packaging color (blue surrounded by red), to advertising and so on; Choose a good name for yourself: Pepsi (English Pepsi, is open the sound of cans).

Seven-happy success is to put himself in the opposite of cola-not cola, will not like Cola beverages, or cola drink contains the cocoa alkali feel health worried consumers to win over. Seven happy also did not give oneself find a completely new category name.

We say the mall is like a battlefield, the true meaning of this sentence is

First, your business comes from the mainstream category, competitors, so you have to appear where it appears.

Second, this can give consumers a strong hint: "I am its opponent", so that consumers can connect the brand and the Competition brand (category) and compare.

Third, a new name for the product of the subdivision category

The highest level of brand marketing is to make their brand a synonym for a category, because when the brand name in the minds of consumers and a certain category closely linked, the brand will be too strong to be surpassed.

But the market for a category is always saturated and the growth rate slows. So any enterprise in the possession of an enviable category occupy, but into a pluralistic expansion of the tangle and pain.

At this point, we need to subdivide the category to enlarge the market, because the differentiation will push the category connotation to the divergence, so if the enterprise wants to dominate different classification, the best choice is to launch two different brand names.

In the soya-bean milk machine market, nine Yang for the new high-end machine series use "Nutrition King" This new name, very successful, and quickly in the market, the amount of profit-winning! It has previously launched a series of high-end machines, but sales are flat, the reason is here. And its in the market has been a short-lived "Ounando" has committed two big taboo: first, the culture of the big bogey, soy milk machine belongs to pure Chinese products, dubbed "European" to appear nondescript; first, there is no real innovation, belonging to the previous favors type.

In the shampoo market, the company has launched a sea of silk, floating soft, Pantene, run-yan, Sha, Clairol and other brands, respectively, leading to dandruff, supple, nutrition, black hair, straight hair, herbs and other differentiated categories. Run shes due to follow the trend of the death, but all the other brands have been able to grow, successfully dominate their own category market.

Mengniu has used the new brand "Trent" in its new high-end milk category. This is a good strategy for Mengniu, which has consistently used a single brand in the milk industry, is a breakthrough in itself. "Trent Sue" name is also very good, in line with the consumer of Milk Milk Source Association.

Of course, this is only to solve the new product promotion of the preparation, in fact, today

The promotion of new products starts with sales.

Today, the behavior of netizens has changed significantly, now the behavior of netizens is the key words: video, online shopping, SNS.

"The Internet is a technical network, SNS is a social network, the information revolution from the technical network to the social network is the inevitable trend." Said Qiping, secretary-general of the Information Research center of Cass. We have walked from the portal era to the 2.0 era, and then to today's SNS era, real life and virtual network between the line has become increasingly blurred. The rise and development of SNS represent the trend and direction of internet evolution

SNS has changed the relationship between consumers and brands and the way brands operate. Brand marketing In the past is one-way, now need to use two-way communication. In the field of E-commerce, consumers are also willing to share the new product of the shopping experience, the receipt of goods experience, the use of experience.

This makes the network sales compared to the traditional sales, showing a major difference: Network sales are footprints. A good footprint, followed by a follow up, a bad footprint is tantamount to digging a grave. This is also the store owner in Taobao, in order to a bad comment, even at the same to take some similar triad of intimidation to remove.

Similarly, in terms of marketing advocacy, today's users are more likely to believe in content created by friends like their hobbies than traditional advertising content. According to Nielsen's latest global Advertising Trust survey, up to 91% of Chinese online consumers have varying degrees of trust in the products recommended by others (acquaintances).

In this way, SNS is not just a form of entertainment for Chinese people, they also exert influence on consumers ' purchasing decisions, especially when the traditional channels of communication are gradually losing their appeal.

Today, business and consumer interaction between more and more strong, enterprises in such an environment to compete, we can not only focus on marketing products, promote transactions, but to do their utmost to achieve maximum customer lifetime value. This means that marketing of new products begins with sales, and new products must be subject to long-term customer relationships.

such as the fragrant grass set, in order to build a better user experience, not one time but the products and gifts two times sent to their customers. The advantage of this is: Customers come to shop is the first contact, received the product is the second contact, received a gift is the third contact. Three times down, customers have a very deep experience of the brand's services, the store does not immediately collect, three times down, customers will also remember the store.

So, if you look at this store's data, we will find that: its old customers to reach a staggering 60%!