The value of positioning theory in the Internet age

The controversy over positioning theory has never ceased. Over the past few months, the "positioning theory is a lie", "positioning theory outdated" argument in the so-called "internet thinking" at the same time, the language is not surprisingly dead to spread the way, and aroused widespread concern. Recently, trout positioning China general manager Dendron to Millet "artillery"-"I would like to solemnly tell LEI: the strategy of millet yaw!" "" Millet against the customer's mind to develop, is bound to experience failure, so that the controversy again, business trainers, writers, claiming that "millet company consultant" gold wrong knife out to challenge, pointing to the "internet age the biggest poisonous weeds is positioning." Personal Esions Do Junzi, the internet and positioning theory against each other, in addition to the idea of mutual disagree, not necessarily the interests of the dispute: Smart businessmen to build a "internet thinking" such a new tool, do not want to "subvert" the interests of positioning theory circle, in order to obtain huge training, consulting income. The strategy of "subversion" is to admit that the theory of positioning is very powerful, but the assertion that it belongs to the age of industrial production, and put the positioning theory of self-righteous, arrogant, control, brainwashing label, "not humble to the user," and the internet era of business is completely user-centric, the pursuit of explosion, screaming, the ultimate experience, Rapid iteration, pain point, go to center, 0 distance, distributed, out of control and so on. In the next view, this is an either-or approach that is deeply regrettable, positioning theory can be in the Internet era to achieve new applications. Dendron, the wrong DAO's low-level error first of all, briefly review the recent two controversial articles or views of the cusp (Dendron's point of view is actually in the form of interviews). Dendron said: "We now think of millet, what will come to mind?" 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. "Li Vanchang in the sense of participation: the internal handbook of Millet Word-of-mouth Marketing" said: "Classical positioning theory is to create and dominate a new category, how to be in the minds of potential users different." The success of the Millet brand, first of all, is the victory of the new category of "Internet phone". Although quoted Li Vanchang can not prove that Dendron to the millet mobile phone as a "direct selling cell phone" definition is wrong, but "direct mobile phone" said Millet as another "Dell", obviously with the fact that there are very large access. First of all, millet mobile phone is really direct, but also do not reject the offline channel. Second, to define a new category in a sales channel or model is hard to convince. Third, this also does not conform to millet to do first MIUI again to do hardware evolution path. Because of the problem of the basic judgment, many of his analysis seemed to be of little value. In fact, the controversy over the outdated theories of positioning theory is a competition rule in the internet age. Dendron said: "The traditional enterprises should first be the Internet as a media communication platformExtend the past, and second, it can be used as a channel to put the goods in the past; third, enterprises can use the technology of the Internet, to obtain user information, you can more interaction with customers. Finally, the Internet itself is a market, you can specifically for it to determine a positioning to launch a brand. "This kind of cognition is correct, just look at some once the big store under the impact of the electric power transformation can make judgments, line on the next two pieces of skin must not go far." Mr. Kim wrong DAO article bug is very many, may as well enumerate one or two. In order to prove that the positioning theory does not adapt to the internet age, he wrote: "Positioning" seems: 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.