1. Concept point-directly explain to consumers what it is and how it is different from others.
Concept points must be novel and unique, which can arouse consumers' interest. The concept of product should be easy to remember and spread. But also represents the development trend of products or a new way of life (consumption concept). The concept of product is not a technical concept, but a consumption concept. The point with the highest technical content of a product is not necessarily a concept point, but the point that best reflects the difference from competitors usually becomes a concept point.
2. Benefits-Show consumers what it can bring you.
The benefits must be what consumers care about, but what rivals can't or can't provide.
3. Support point-the reason to convince consumers to accept the concept product
It is a system that supports the establishment of product concept, including that enterprises have the strength to develop products with this technology, which can bring some benefits to consumers, which has been confirmed and recognized and cannot be provided by competitors. The key points (supporting points) of the supporting system are different in different industries. However, the whole support series must be established. If one link is broken by competitors, the promotion of the whole concept product may fail.
4. Memory point-the concept product gives consumers a representative symbol.
Memory symbols must be easy to accept, remember and spread, and it is best to lock the concept with the enterprise (brand).
(2) Promotion process
1. build momentum stage-build momentum is to paint a bright future for consumers and expose the emerging crisis.
The means of creating momentum is usually to create a hot spot or use a hot spot through a public relations activity, which will affect the audio-visual of the target consumers and pave the way for the next introduction of concepts.
Different concept products adopt different ways. The usual method is to point out the shortcomings of the current industries and products, what harm these shortcomings will bring to consumption, and which products are in line with the development trend without such harm.
In the stage of building momentum, what I fear most is silence, not opposition. If there is no response, it means that the concept product will not attract the attention of competitors and consumers and cannot create public opinion. Therefore, many enterprises will invite experts or other institutions to make comments or other publicity when conducting public relations activities to expand their influence. Some enterprises even deliberately create negative arguments, and then overwhelm them with more powerful positive arguments, so as to have greater influence and attract greater attention from consumers.
In the publicity stage, news, industry reviews, market analysis, consumer surveys and other soft articles are the main means of publicity. At the same time, it is necessary to conduct public opinion propaganda through TV news interviews, or directly advertise in the central media.
2. Explain the stage-introduce the concept stage to explain to consumers how to realize a bright future and solve the current crisis.
In order to show the superiority of the concept product, the technology, equipment, technology, market prospect and effect of the concept product are usually vigorously publicized, and the method of comparative publicity is usually adopted.
At this stage, the publicity means is usually to publicize the concept products directly to consumers through hard advertisements, supplemented by soft explanations.
3. Prompting stage-namely locking memory stage, to strengthen consumers' memory.
After introducing the concept, it was strongly publicized and accepted by consumers, and gradually shaped the concept into a memory symbol. When consumers see or hear this symbol, they will understand what kind of product it is and what benefits it can bring.
When the promotion of concept products enters the prompt stage, the memory symbols of concept products should be locked with enterprises (brands), especially when other brands follow suit. In this way, consumers' basic education and early conceptual guidance will not become other people's wedding clothes.
At present, the advertising methods are usually fancy advertisements in newspapers and 10 second implied advertisements on TV.
4. Promotion stage-the stage of strengthening the sales of concept products.
The lead-in period of a concept product is usually high. In the growing period, in order to show brand-new concepts and differences with other products, only a few products are usually developed. With the successful introduction of the concept, there are usually a large number of followers, or with the passage of time, the concept has entered a mature stage. In this case, the product can be considered as a technical symbol attached to other products. Extend the concept product line, expand the overall sales of concept products, and bring greater benefits to enterprises with concepts.
In the process of promoting concept products, "concept" should not be easily abused. If a "concept" is not recognized and accepted by consumers, taking it as a technical symbol, especially an extension to low prices, can only destroy the value of the concept. In the end, their concept products will decline as soon as possible, even when they are not profitable for the enterprise. [Edit this paragraph] Delivery method 1. Jumping type
Put a brand-new concept product (advanced product) on the market with the greatest differentiation at a time. In the early stage, we just set up a product concept image and guide a consumption concept. After consumers accept this concept, they will gradually introduce similar concept products with relatively low prices or only partial functions.
Another concept product is to enhance corporate image. Put high-tech concept product prototypes (or buy or assemble) in shopping malls to confirm the strength of enterprises and enhance brand image. Once consumers accept it and the enterprise conditions are ripe, similar products will be launched.
Step 2: Gradually.
After the successful promotion of a concept product, there are many followers, or after the concept product enters the mature stage, a more advanced product is launched, which once again causes a climax and continues to advance, so as to prolong the life of the concept product. [Edit this paragraph] Selection principle Every enterprise's products have many characteristics. Choose what kind of "concept" to promote, generally should follow the following principles:
1. Market adaptability
That is, the applicability of consumers, the launch of a concept product must go through strict scientific investigation and analysis, and the target consumers must be clearly defined to meet the needs of the target consumers. Its market potential and market capacity must be investigated.
2. Non-traceability
Concept products must have certain barriers to entry for competitors to prevent them from following up. After a product concept or a consumption concept is heated up, there will be many followers. Enterprises must set up entry barriers to prevent their own guiding ideas from selling their products and bringing benefits to themselves.
3. Expansibility
For enterprises, the supporting technology of the main promoted concept products can be extended, and a product can be extended into a product line, which can enhance the overall competitiveness of the brand and occupy more market share. [Edit this paragraph] After the development principle has a "concept", it is necessary to develop products around this concept. Concept product is a concept product in the sense of consumption, not in the sense of technology. The following principles should be followed when developing concept products.
1. Principles of core concepts
The launch of a concept product needs a lot of technical support, and many technical personnel should focus on the core concepts. For example, to develop a safe car, all parts of the car should focus on safety, not only airbags, but also safety brakes. If a comfortable car suitable for home use is developed, it should be done around "comfort". If a silent washing machine is developed, it is not enough to use only a silent motor. The noise of the motor is reduced, and the noise of other components is still very high, so it is difficult to become a "silent" product.
2. Brand new product principle
To promote a concept product, we must adhere to brand-new product principles and make consumers feel that it is a brand-new product. Can be achieved through the following aspects:
Brand-new product category: in order to show the creativity of the concept product, a product category was renamed. The dispute between SVCD and CVD in electronic industry is to define a "brand-new" product concept in product category. Our products are not VCD in the original sense, but brand-new products.
Brand-new product name: confirm the brand-new use of the product through the product name. For example, the pulsator washing machine with rotatable outer barrel is called "hand rubbing" washing machine, but its pulsator washing machine has been diluted. Another way is for enterprises to achieve product differentiation (brand new) through new sub-brands or marketing names.
Brand-new product appearance: let consumers intuitively feel the differences of products, including product appearance design expression, model naming and even packaging. If an enterprise develops a high-tech product, the external performance of the product is almost the same as that of the original product, and it is difficult for consumers to think that such a product is a new product. [Edit this paragraph] Publicity principles After a product concept or consumption concept is put forward, it should be accepted by consumers and spread quickly, and the following principles should be adhered to:
1. Principle of comparative openness
Comparison produces value, and the concept product can only show its value by comparing with the original product. The contents of comparison include effect comparison, process comparison, consumer psychological feeling comparison and so on. In the way of comparison, we can compare with our original products and competitors' products. Compared with its original products, it is easy to lose its original customers and markets, and it is easy to cause disputes compared with competitive brands.
Therefore, choosing the same or similar products as competitors (or specializing in the production of such products) as advertising reference products and comparing them with concept products will neither affect the original market nor cause a blow to competitors.
2. Principles of trust and support
In product competition, publicity has a routine: what one's own enterprise has and what the competitive brands don't have is good and necessary, and what the competitive brands have is bad and unnecessary. No matter what new technology is adopted and how much benefits it brings to consumers, as long as competitors can't follow up, they will try their best to resist. Therefore, enterprises must prove the concept product in various ways to prevent it from being attacked. All kinds of authentication can be carried out by influential international organizations, national authoritative organizations and influential institutions to increase the trust of consumers. [Edit this paragraph] The sales principle of launching a product concept is only half the battle. Only by promoting concept products can we gain benefits. To successfully promote this product, there are usually the following principles:
1. The principle of high publicity and low sales.
In the introduction period of concept, a concept product usually adopts a high-priced strategy to establish this image and attract some advanced consumers. In order to promote this success, we need to guide rational consumers. Usually, we can adopt the strategy of high promotion and low sales, that is, we mainly promote high-priced products and promote product concepts, and then develop low-priced products under this product concept to occupy the market with low-priced products. Or use this "concept" to re-develop a series of products for different markets and occupy more markets. (except for concept products developed only to enhance the image).
2. Key input principle
It takes three stages to promote concept products, namely, introducing concepts, promoting products and extending products. In these three processes, we need to follow the principle of key input.
In the stage of concept introduction, creating an audio-visual hotspot through public relations activities, or using a hotspot to attract the attention of the majority of target consumers, has a certain sensational effect. At this stage, enterprises need to concentrate their propaganda signals on one point.
In the product promotion stage, enterprises need to invest a lot in promotion, advertising, personnel promotion, channels and financial incentives, which can increase the sales of concept products on the one hand and enhance the confidence of sales staff on the other.
After a "concept" is accepted by consumers, the series of products extended from this concept need to strengthen the publicity of the extended product characteristics, especially in promotion and advertising. [Edit this paragraph] Focus on issues 1. Manufacturing concept to guide the development of the industry.
Industry leaders need "concepts" to open up the market and stabilize their leading position, while followers need "concepts" to attack the market; Job seekers need concepts to determine the characteristics of enterprises.
Guide a concept, if there is no other brands in the industry to track, it is difficult to form a market (opponents will strongly resist if they find that they can't track). Guiding the development of the industry through an idea can greatly enhance the corporate image. The following of competitive brands can make this concept spread rapidly, and the market of this product will also expand rapidly. If the concept guide is operated properly, it will also be the biggest beneficiary.
2. Create barriers to prevent competitors from following and surpassing.
It is difficult to form a market without the follow-up of competitors, but the participation of competitors will reduce the interests of enterprises, and the transcendence of competitors will directly damage the promotion of concepts. Therefore, enterprises should create barriers to entry, limit the tracking of competitors to a certain range or a certain distance, and let followers' propaganda only play a role in fueling the flames, rather than becoming the beneficiaries of "concepts."
In the early stage of guiding a "concept", it is to educate consumers. At this stage, we should try our best to "lock" the concept in the enterprise to prevent "being a pioneer in the industry and ultimately sacrificing ourselves". Wanyan Electronics developed VCD, made preliminary guiding publicity, and was finally surpassed by various enterprises. On the one hand, you can lock the "concept" into the brand at the end of the term; On the other hand, it failed to maintain its competitive advantage-core technology.
3. Protect yourself and prevent competitors from destroying it.
When a consumer demand or concept leads to success, it poses a great threat to competitors. When competitors have no similar products to compete with, they will look for (or make) the shortcomings of this product to attack. Therefore, enterprises must anticipate possible attacks and make full defense preparations.
4. Break through yourself and occupy a bigger market.
An enterprise guides the "concept", and if there is no competitor to follow up, it is usually difficult to form a consumption boom. When a product successfully enters the market, competitors usually follow. In order to prevent competitors from following up, protection measures such as "patent application" are usually taken, but this is not the best policy, because many technologies cannot be patented. Competitors can use the same idea to develop similar or stronger products to compete.
The most effective measure is to constantly develop and improve products to surpass ourselves in the market opened by ourselves and in the field of guiding consumption. [Edit this paragraph] Misunderstanding analysis 1. Concept products are high-tech products.
Concept product is a concept product in the sense of consumption, the core of concept is "consumption concept", and "technology" only supports the realization of this concept.
Technical content is the selling point of a product, while product concept is the buying point of consumers. Many products are not high in technology, but they are accepted by consumers because of their unique consumption concept.
On the contrary, many high-tech products are not accepted by consumers because they have no "concept" in the sense of consumption. For example, an enterprise successfully applied a high-tech "variable frequency motor" to washing machines. The noise of this motor is very small, but it only reduces the noise of the motor, and the noise of other components is still very high. This product can't be called "ultra-quiet" concept product. A color TV adopts "double scanning" technology to improve the definition of TV pictures, but due to other components, the overall definition of color TV has not been improved, so this kind of products is naturally not a "high definition" TV.
From this, we can draw the following conclusions: concept products are products with unique sales ideas or consumption concepts, usually supported by differentiated functions or unique technologies.
In this way, it is not difficult to explain why many enterprises have tried their best to promote high-tech products but failed.
2. Promoting concept products is the business of industry leaders.
Because the promotion of a concept product requires a lot of investment from market research, product development and concept guidance, it is usually done by industry leaders. However, the promotion of concept products is not the business of industry leaders, because any enterprise must find its own position in the market and the target consumers of products if it wants to survive and develop. To treat the unchangeable needs of target consumers, we must use products with different concepts to satisfy and guide consumers. Any personalized product of an enterprise is a product with a specific and unique sales proposition or consumption concept, and it also needs a unique consumption orientation to promote it.
The leader of an industry needs concept products to guide the development of enterprises. The concept products that are usually publicized are products with high technology content, foresight, large development space and can guide mass consumption. However, followers of an industry need to promote concept products in order to gain a bigger market. The concept products usually promoted are transcendent and different (relative to the products of leaders). To fill the vacancy of an industry, it is necessary to promote concept products and highlight the characteristics of enterprises. Generally, the concept products promoted are personalized, targeted and unique in consumption concept.
3. Promoting concept products means advertising products.
When it comes to promoting concept products, the first thing you may think of is overwhelming product advertisements. This method is easy to succeed in promoting a mass consumer product, especially for products with mixed brands and consumers' desire for reliability, such as pure water and calcium in calcium. But this method is not feasible for concept products.
Promoting concept products is to guide a kind of consumption concept. In a certain sense, it is more important to publicize and guide the product function of consumption concept. Before launching a concept product, we should build momentum to pave the way for launching the product and lay a good foundation for consumers.
To accept a concept product, consumers must be convinced of a reasoning, that is, the support of product characteristics. For example, it is not enough to promote a concept product of "nanotechnology-clean water washing" only by advertising the product. It must be proved by reasoning that nanotechnology can realize clean water washing.
In order to make consumers accept the concept products of this enterprise, it is also necessary to publicize the ability (strength) of this enterprise to launch this product, especially the advanced products.
Promoting concept products is a process of persuading consumers. The basic process is as follows:
Need a certain life-this product can meet the needs-can make the product have this performance-can develop this product with the help of others' strength.
Conclusion: So we should buy this product.
Product advertising is just one of the links. Promoting concept products is also a necessary process of four links, but for different products and different markets, the focus of publicity is different or the media chosen is different.
4. Concept products are products with magical functions.
Many enterprises publicize their products brilliantly when promoting concept products, but the promotion of concept products is not as magical as possible, but as close to consumers as possible. When you promote a product concept product as magical, technical and professional, and consumers don't know what benefits it can bring, they won't accept it. When you promote a concept product to bring everything to consumers, he doesn't believe it either. When you promote the omnipotence of a product, it is also the end of its life. Because the gap between consumers' expectations and actual products is too big, consumers' satisfaction is naturally lower.
5. Propagandizing concept products means adopting the principle of comparative publicity, that is, comparing opponents.
One of the most effective publicity methods to promote concept products is comparative publicity, which will be used in most concept products promotion. The "disputes" between enterprises largely come from the comparison of propaganda. The concept products of many enterprises can be successfully promoted, thanks to the success of comparative publicity. At the same time, some enterprises have invested heavily in promoting concept products, but they have lost all their money because of improper publicity.
6. Promote concept products and prevent competitors from following up.
When promoting concept products, once consumption is successfully guided, there will be many followers to grab the market. In order to ensure the interests, the usual practice is to apply for a patent or take other measures to protect it, so as to prevent and resist the follow-up of competitors. But this method is usually difficult to work, because competitors can use this concept to develop similar or more advanced products according to this idea. If the opponent is untraceable or difficult to track, he will try to resist (or maliciously attack), making it more difficult to promote the concept product. Guiding the concept of consumption itself is a very difficult thing, and it is difficult for an enterprise to do well.
In the initial stage of promoting concept products, the concept and brand can be locked together, and at the same time, competitors can be induced to join, jointly guide a concept and activate a market. In the initial stage of concept guidance, it is a cooperative relationship with competitors, and mutual attacks are prohibited, which will destroy a market.
However, the participation of this kind of competition (especially transcendental propaganda) will directly harm the interests of enterprises. Therefore, before guiding a concept product, we should prepare for the second and third generation products. When competitors join, they can launch higher products, thus constantly surpassing their competitors and limiting them to a distance. Through this constant self-transcendence, the goal of maximizing benefits is achieved.
Therefore, the promotion of concept products is to limit their own tracking within a certain range, not to prevent competitors from following up, but to resolutely prevent competitors from surpassing.
7. Promoting concept products should bring benefits to enterprises quickly.
The promotion of concept products is usually easily opposed by sales departments, especially front-line sales departments. Because I have done a lot of advertisements, but I can't see the sales results, I have done a lot of advertisements that seem to have nothing to do with the products. Once the advertising is ineffective, the marketing department will be accused of not knowing sales and the market. If the advertising fee is used for promotion (profit-making, lottery and gift-giving), how much sales will be increased? Knowing how to promote the concept product itself is different from the sales promotion of the main product, and it is impossible to get immediate results.
First of all, some concept products themselves are products developed only to enhance the corporate image, and it is impossible to sell well. The promotion effect of this kind of products is hidden, so it can't be effective quickly. Some concept products only target a few people, and the target market is small. Secondly, the promotion of concept products is a guide to consumption, which itself requires a process. At the beginning of the campaign, it is usually a big investment and a small output. At this time, sales can never be used to measure success or failure. Then in the initial stage of promoting concept products, the main purpose is to induce senior consumers, which is relatively small. In the early stage, in order to prove the value (or profit) of its products, the price is usually high, which limits the sales volume. Therefore, the promotion of concept products cannot be judged by short-term effects.
8. Rapidly popularize concept products.
After a concept product is accepted and recognized by consumers, what enterprises usually want to do is to promote the concept product quickly, so as to obtain greater benefits. After competitors join, enterprises will quickly popularize concept products-launch low-priced products to seize the limited market developed in the initial stage. This approach has the following disadvantages:
First of all, once the concept product is promoted rapidly, it will lose consumers' interest in the concept product and destroy its value. For example, ABS anti-lock braking device, the safety equipment for automobiles, was applied to all kinds of high, medium and low vehicles (even agricultural tricycles, if the company has such products) soon after it was launched. Then, ABS anti-lock braking device will be a very common thing, and no one will be interested in it anymore.
Secondly, an enterprise quickly conceptualizes all products (fully applies new technologies). Without the comparison of non-conceptual products, the value of "concept" cannot be proved. For example, the air negative ion device of healthy air conditioners, if the products of this enterprise are all healthy air conditioners with air negative ion devices, and there is no air conditioner without air negative ion devices for comparison, the value of this healthy air negative ion cannot be proved.
Thirdly, the rapid popularization of concept products will reduce the profits of enterprises and make it impossible to promote them. The leading publicity investment in the early stage can only help the followers in the later stage. Therefore, the rapid popularization of concept products can only accelerate the demise of concepts.
9. Promoting concept products is the work of the marketing department.
In many enterprises, the prototype of new products is usually developed by the technical department, and then the marketing department looks for "selling point", "packaging product" or "manufacturing concept". After the product is packaged, the sales department will sell it. How to sell it-it's up to you. It is difficult to promote a concept product.
Concept product is a concept product in the sense of consumption, so we must first have the concept of consumption, and then develop products around this concept. Therefore, it is necessary for the marketing staff of the marketing department or technical department to investigate the consumer's demand and the requirements of competition, so that the marketing department and technical department can cooperate to derive the "consumption concept", and then develop products from the aspects of product function combination, performance control, appearance and even product model and packaging design around the "concept".
The promotion of a concept product needs the cooperation of the front-line sales department, because the sales finally embodied in the promotion concept are completed by the front-line sales department. When front-line sales departments find that new products can't be sold quickly, they won't vigorously promote products. Sometimes it even happens that the concept product is degraded to sell the product being sold. In order to "promote sales", the sales department arbitrarily reduced the price of the concept product or raised the price crazily. Business owners promote conceptual products, while the sales departments of local branches do not pay attention to marketing, and the sales departments do not feed back to the headquarters in time when they find problems. , will directly affect the promotion of concept products.
Therefore, when promoting concept products, enterprises should formulate detailed and specific implementation plans, clarify the responsibilities of various departments, and coordinate them by various departments.
10. The director of the concept product will be the beneficiary.
Promoting concept products can enhance the corporate image and bring profits to the enterprise, but it is not the leader of the concept who will be the beneficiary, because promoting concept products is a risky investment, which is likely to do great harm to the enterprise.
First of all, the "concept" of propaganda and guidance is improper, consumers will not accept it, and the investment of enterprises will be wasted. For example, an enterprise once promoted a "Weikang" toothpaste to guide the concept of "brushing your teeth to treat stomach diseases", but consumers did not accept it, because it was an evil move to take stomach medicine to brush your teeth to treat stomach diseases, and finally this product disappeared before it became a climate. Secondly, enterprises vigorously publicize the guiding concept, do a good job in the basic education of consumers, and open up new markets, which have been looted by many stalkers. The development of VCD is such an example. I'm afraid not many people know that the founder of VCD is that enterprise. Thirdly, the concept products promoted by enterprises were banned by competitors, and the promotion and guidance of enterprises laid the foundation for the sales of competitors. Finally, many concept products promoted by enterprises are discovered by competitors and eventually "eliminated", which will bring disastrous losses to enterprises. -From the Internet.
(1) Can Gannan Normal University and Gannan Medical College consider merging and reorganizing Ganzhou University to optimize educational