Classification: marketing theory

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I. Insight into conflict: Where does the conflict come from?

To solve the conflict, we must first know where the conflict comes from and how to gain insight into it.

Chinese medicine pays attention to seeing, listening, asking and treating according to syndrome differentiation. In order to gain insight into the conflict, enterprises should also understand the needs of consumers from multiple angles and in various forms, ask what consumers want and don't want, go straight to the subject, and fully solve the conflict between consumers' left and right brains with products and brands.

1. Insight is not observation.

Observe with your eyes and gain insight into your heart. Observing forms and phenomena, the goal is to see clearly; Insight is the essence, the purpose is to see through, see through. As people often say: I bought a hole instead of an electric drill; I didn't buy a sports car, but speed, status, ambition and desire.

There are many creative advertisements about smoking ban in the world, but most of them stay on the surface: the person who lights your cigarette is death, with big black lungs, carving the length of life on cigarettes and so on.

However, these anti-smoking advertisements are difficult to produce results, because smokers clearly know that smoking is harmful to health, but they are unwilling to give up their present happiness for what may happen in a few decades.

A smoking cessation advertisement in Thailand inspires people from another angle: non-profit organizations let many teenagers borrow the light of smokers, and most people will educate those children not to smoke. Smoking is wrong and harmful to health.

But the child asked, "You are worried about me, why don't you worry about yourself?" Smokers were asked speechless and deeply ashamed. Through insight into deeper conflicts, we can stimulate smokers' sympathy for children and achieve the goal of cherishing themselves for a short time.

2. Four methods of insight into conflict

In addition to studying the needs of consumers, the way to gain insight into conflicts should also go back to the most basic 4Ps such as products, prices, channels and promotions, and gain insight into the needs from important commercial nodes.

The Blue Ocean House has an insight into the contradiction between men's need to buy clothes and their dislike of shopping, so it puts forward the concept of "visiting the Blue Ocean House twice a year" to solve men's daily dress needs.

Product:

The triple attributes of products: the core products are the interests that consumers pursue when buying products; Physical products are quality level, appearance style, brand name and packaging. Peripheral products are the additional benefits of purchasing products, such as purchasing services, warranty, installation and after-sales. These three attributes add up to a complete product.

In the early years, Haier occupied the spiritual resources of good service in consumers' minds by virtue of its good after-sales service experience and image (repairmen don't smoke, drink water and dirty the floor) and Zhang Ruimin's attention to product quality when smashing refrigerators. When consumers buy products, it is impossible to fully grasp the quality of products, which makes them subconsciously choose Haier when the products are difficult, because the cost of choosing the wrong one is the lowest (good service, not afraid of failure).

When the cosmetics market starts from functions (hydrating, whitening, freckle removing ...) and classification (face cream, eye cream, hand cream ...) until you feel that you can't dig out a unique selling point, Polaiya has created a brand-new market with "early water and late water". (PS: Why does it feel so similar to white plus black cold medicine? Insight into the different needs of consumers for the same product in different periods)

Price:

Excellent price strategy can cater to consumer demand and guide consumption. Can make consumers feel cheap, but also stimulate consumers' bursting vanity.

Consumer psychology seems to be surrounded and satisfied by different commodities and different brand packages, but in fact it is hypnotized by various price magic and manipulated by various price strategies.

The more expensive some products are, the more market they will have, such as luxury goods and high-grade tobacco and alcohol products. The appearance and purpose of these products are to symbolize the social status of consumers. Because consumers have the heart to show off, but they can't tell everyone that they have money, they can only transmit information through their own material products. That explains, if it's just for smoking, 800 yuan is good enough for China. Why1Yellow Crane Tower in 800 yuan?

And low price or even free is always the best weapon to occupy consumers. Humans are born with greedy desires and always want to buy the best goods at the lowest price. Even in the United States, one of the most developed countries today, low-priced supermarkets represented by COSTCO are being bought crazily by members every day because they are really too cheap. Don't Americans have money? No, just enjoy this advantage.

Channel:

Channel is still king, but its value is constantly changing. In the past, if goods were to be displayed in front of consumers, they needed agents at different levels, and they had to pay various entrance fees, bar code fees and other miscellaneous fees when entering the supermarket. Manufacturers have no bargaining capital in the face of strong channels, and profits flow away in the channels.

However, the emergence of the Internet has ended the monopoly of offline channels, and brand manufacturers have laid out their own channels online. Even at the beginning of Xiaomi's establishment, in order to reduce costs, they completely gave up offline channels and sold them online.

The bonus of Internet golden decade has made many manufacturers earn a lot of money. However, with the continuous intensification of online competition, the traffic is becoming more and more expensive, and the cost of obtaining customers has even exceeded that of offline. Internet giants have laid out offline to seize resources and reconstruct the relationship between people and goods yards. This is the hottest new retail in recent years.

Thirty years in Hedong, thirty years in Hexi. No matter how the channel model changes, please remember: let consumers see you, and you will have an opportunity.

Promotion:

In fact, consumers have been waiting for a reason to spend. Use sales promotion to reduce shopping guilt and solve the conflict of consumer anxiety. There are reasons to promote sales, but there are no reasons to create sales promotion. It is necessary to provide consumers with new reasons for consumption and solve the core conflict that cannot be bought in buy buy.

Promotion is an opportunity for brand personalization and rejuvenation with special reasons, and it is also an opportunity to provide reasonable space for price changes. The purpose of promotion is not only to sell, but to seize every opportunity to have sex with consumers; The means of promotion is not only rough price reduction (the form and method of promotion will be discussed in future articles).

3. How to gain insight into new conflicts

Insight into old problems with new eyes. Solve old conflicts with new methods. In the clothing market, some brands break the rules. Adult children's wear (such as JNBY JNBY) or adult children's wear (such as Guo Mu, Guo Mu, A02) have gained a good market.

Subversive innovation is difficult, but opportunities for integration and innovation are everywhere, with old elements and new combinations. Aren't many products on the market like this?

It's like QB House- 10 Minute Barber Shop in Japan, which only cuts hair. /kloc-once every 0/0 minute, no massage, no care, etc. It solves the conflict between busy consumers and haircuts. Is it simple? Simple. But simplicity is the hardest.

Fight local tyrants and divide the fields. Such a simple six words can be said to the hearts of the people. Talking about conflicts and giving solutions can play a huge role.

"We can't change others through intelligence, but emotions can." -Aristotle

All emotional insights are based on insights into human nature. If you want to impress people, you must first impress yourself. Such insight can awaken the connection and empathy between people.

4. Where do the selling points come from?

The selling point comes from the pain point, which is refreshing and itchy. The selling point that can solve the conflict is the strong selling point.

1898, American advertising scientist E.S. Lewis put forward the AIDMA theory: consumers will go through these five stages from contact with information to final purchase: attracting attention-arousing interest-arousing desire-leaving memory-buying action.

The selling point is to find the core interest points that impress consumers in key links (such as OPPO: charging for 5 minutes and talking for 2 hours) through insight into the relationship between products and consumer demand and competitors.

A beggar's begging sign reads: I am blind and no one sympathizes with him. When he wrote I Want to See Spring, everyone sympathized with him. "Spring" was observed and aroused the pity of passers-by.

Sometimes, it doesn't matter what the product is, but what consumers think you are. Product homogeneity is becoming more and more serious, but product homogeneity does not mean cognitive homogeneity, just as everyone thinks that Xiaomi = cost performance, Huawei = business, VIVO= selfie phone, and one plus = ultimate performance. In fact, everyone's configuration is similar, and the components used are highly overlapping, even the underlying system is the same. But why is there such a big difference in consumer perception?

Second, resolve contradictions from two levels.

When you find any demand, you should know that conflict is the soul of marketing. After finding the conflict, we can start a series of work such as brand appeal, product appeal, product design and packaging design. This is the right logic and this is the right step. Only in this way can we help enterprises grow into great brands.

1. How to resolve conflicts

To solve the conflict, we must go back to the left and right brain to find the answer. Because of the different needs of the left and right brains, Maslow divided people's needs into five categories according to the levels of physiology (rational left brain) and psychological needs (perceptual right brain).

Corresponding to the two basic levels of Maslow's demand theory, we can understand that market competition is nothing more than two levels of competition: one is the competition of products (performance, packaging and price)-the competition of material and technology, which corresponds to the material needs of consumers; The other is brand competition (psychological feeling, clear added value)-mental and psychological competition, which corresponds to the spiritual needs of consumers.

Products solve short-term conflicts and brands solve long-term conflicts. Product competition is the competition of materials and technology. When facing products directly, food must be attractive, healthy and scientific in order to enlarge the benefits of products.

Brand competition is the competition between spirit and soul. In spiritual communication with consumers, we should have an insight into the conflict of human nature, highlight the spiritual value of the brand, keep in communication with consumers and guide consumers to realize their desired personality.

Products and brands must be hard-handed, so as to solve the conflict between consumers' left and right brains and occupy consumers' pockets and heads.

Many enterprises pay more attention to quality than brand, which leads to serious product homogeneity. Although the quality is good, it leads to no premium ability in the terminal market and can only compete with peers.

In the field of fast hotel chains, the competition is not fierce. If you go to a city on business, turn on your mobile phone and search for nearby express hotels, and find that there are Home Inn, Greentree Inn, Seven Days, Super 8 and Hin Yan Dou at the same distance, which one would you choose?

Most people will choose the lower price. Why?

Because these brands are not much different in the minds of most consumers, they can meet the convenient and comfortable accommodation needs. Because of the serious homogenization of products in the industry, from 20 10 to 20 14, the RevPar (average income per rentable room) of budget hotels has decreased for four consecutive years.

In 2006, according to the brand gene of Hanting, Huahua planned the slogan and strategy of "Love Clean, Live in Hanting" and found a blue ocean in the Red Sea. Because I have an insight into consumers' demand for hotels, apart from being quiet and comfortable, I am most worried about hygiene: everyone uses cups, will they be disinfected? Are the sheets changed every day? Is the toilet seat sanitary ...

However, these needs have not been taken seriously by enterprises at the strategic level. Hanting Hotel closely revolves around the brand strategy of "cleanliness", and through a series of measures and activities, it creates the cleanest economic hotel in consumers' minds.

20 17 12, Zhu Hua CEO Sharla Cheung released the comparison of RevPAR performance data in the third quarter, and Hanting was far ahead with 18 1 yuan, becoming the first brand in the economy hotel industry. In 20 17, Hanting RevPAR increased by 8% on average, and the average premium of new products in Hanting was above 20 yuan/room.

2. Provide solutions to conflicts

Two angles: product and brand.

Three dimensions: consumer-centered (what are the consumer conflicts), competitor-centered (what are the unresolved conflicts), and self-centered (what conflicts are solved by my product).

Persuade consumers with "persuasion";

Persuasion is promotion, directly and rationally persuading the left brain with the material properties of the product (Xiaomi proves his strength by running, and proves the bactericidal ability of the product by comparing bacteria under the microscope);

Lure is pulling, attracting consumers' right brain with the spirit of brand (3B principle put forward by advertising master David Ogilvy: beauty-sexy charm, beast-natural charm, baby-pure charm, which accords with human nature of caring about their own lives and is the easiest to win consumers' attention and love).

Rosser reeves, who put forward a unique sales proposition, also said: "How many times have I stood on the sidewalk with my friend Tan Xing, but I forgot the topic of conversation-all because there were beautiful girls crossing the road." This is the significance of using stars or beautiful women as brand endorsements.

The function of advertising is to change consumers' negative or negative attitude towards products into positive attitude through effective appeal. Or change from the initial positive attitude to a more positive attitude, and finally promote the purchase behavior.

3. A strong brand will solve the biggest conflict of consumers.

Strong brands will make consumers have "illusions, hallucinations and psychological hints". Even if you can't see anything in the master's painting, you won't think it's bad, only that you don't understand.

Before becoming a powerful brand, when products are used as a medium to communicate with consumers, brands must express their core demands and care and satisfaction for consumers through products.

There are stories behind powerful brands. How to tell a story? Shakespeare said: The best story must be the story that the audience has heard. Therefore, we can't watch so many legendary stories and classic movies. There are no: grassroots counterattack, inspirational life, justice wins, and love conquers the secular. ...

When planning flag brand men's wear in Ye Maozhong, it was found that its customer groups were concentrated in third-and fourth-tier cities. Due to macroeconomic problems, many people were fired, and the pressure of life made them encounter many difficulties. Life is no longer as full of confidence and passion as before. Therefore, in their creation, they hope to create an image of a man who is enterprising, indomitable and goes against the wind on the road of life and inspire them to live again. So there is such a TV advertising copy:

"Life is a battle,

Anyone will lose courage in a period of time.

To change your destiny, change yourself first.

Men should be hard on themselves.

Seven cards, go against the wind! "

There is no earth-shattering rhetoric, no empty confession and commitment, and no high-profile and loud declaration in the whole copy. Just heartfelt understanding and encouragement, but touched the hearts of countless men.

This profound insight into human nature, accurate connotation refinement and keen mental straightforwardness make it highly related to the image of inspirational struggle, giving the brand a unique personality image and spiritual connotation. "Men should be hard on themselves" has also become a popular advertising language for many years.

"Consumers must realize that you are sticking to something"-howard schultz, Chairman of Starbucks.

Eslite Bookstore's awe and persistence in knowledge, Tan Carpenter's worship and persistence in nature and wood products, Zhang Ruimin's persistence in product quality, Muji's persistence in simple life, Tong Ren Tang's persistence in conscience and Luo Yonghao's persistence in idealism. ...

These brands adhere to certain ideals or beliefs and practice the protection of brand spirit with practical actions, thus forming a solid spiritual alliance with consumers.

Luo Yonghao said of people who like him: "They are not really my fans, they are fans of a certain spirit or belief, and they like me because they see these things from me".

Third, breaking the conflict: using horizontal marketing to break through the competition

1. Break the conflict and break through the competition.

Decentralization of business forms is the general trend, and decentralized commercial times is a very good opportunity to innovate brands. Because once the media discourse power (CCTV, newspapers) and channel discourse power (large retailers) were highly concentrated in the hands of big brands, as long as they can master the two channels, they can master consumers. Little-known brands can complete the great transformation of carp yue longmen overnight after they become the "standard king" of CCTV.

Wu Xiaobo recorded the crazy history of these enterprises in The Great Failure: Aiduo VCD, Qin Chi Wine Industry, Zhu San and so on. Heavy money was spent on the most influential media channel at that time, which made the company once in full swing.

Nowadays, people's attention and time are so scattered and fragmented, the opening rate of TV is declining again and again, and the Internet traffic is constantly dispersed, shopping, games, live broadcasts, dramas, small videos, and socializing. ...

It is difficult for another media channel to produce the influence of CCTV in those days, which is why the advertising opportunities of the Olympic Games and the World Cup held every four years are so precious.

The dispersion of business ecology is the dispersion of brands. In the past, the dominant big brands will retreat from the absolute strong position, and the market will be eroded by scattered small brands. Because small brands can find their own niche people more accurately and communicate and trade with them more efficiently.

"Wild Vegetable Brother", who became popular from Tik Tok, was sought after by many fans on the Internet through a series of interesting and attractive short picnics, with millions of fans and formed his own unique label.

Seize the time window, potherb brother opened a shop in Taobao, selling handmade food. With the empowerment of personal brands, the influence of seed customers and the frequent exposure of the media, the store of Yeshige has reached a monthly income of over one million.

This form of business model cannot be besieged by big brands, and big brands also have natural disadvantages in communicating with consumers' interests and spirits. It is this gap that has left a very good development space for many small professional brands.

2. Horizontal conflict resolution and vertical conflict resolution

The vertical market is getting smaller and sharper, the market is constantly subdivided, and the segmentation angle is getting richer and richer.

A bottle of shampoo can be divided into dandruff removal, suppleness, repair, 2-in-1 1 ... rose, essential oil and herbal composition ... If it is subdivided into brands, it is impossible to tell what different benefits it can bring to consumers.

However, by breaking through the horizontal conflict, Zi Yuan simply said, "I have washed my hair all my life. Have you washed your scalp? " Methods of subdividing new markets.

The horizontal market is getting wider and wider and newer. It is not necessarily the camera that beats the camera, but the mobile phone.

Before the automobile was invented, you asked the customer what he wanted, and he would surely tell you that you needed a faster horse. Henry Ford

Vertical is the deep excavation of the market, horizontal is to break the barriers of industries and categories, and carry out product restructuring and innovation.

Does KFC have to sell only hamburger fries? In fact, because KFC dared to break through its own label attributes, it got a positive response from the market after launching soybean milk, fried dough sticks and even rice covers across the border. Under the condition of not subverting the brand gene, we can integrate Chinese and western cuisines and give consumers more choices.

3. The key to horizontal marketing: break and break.

The premise of breaking is to do something, not all elements should be innovative, and genes that are valuable to consumers should be adhered to and retained.

With the maturity of touch screen technology, it has begun to replace physical buttons in a wide range of products, and even the buttons of automobile center console have begun to use touch screens on a large scale. However, what is the fundamental meaning of buttons to consumers? Is it to look cool or to use? There is no accurate physical button position and feel feedback when the car is operating with full touch screen, which leads to a high misoperation rate. What is the significance of simplifying?

Li: Stick to the core values, but don't limit yourself. You should always have the confidence to break the boundaries and the determination to subvert yourself. Only by breaking the boundaries and subverting ourselves can we complete the leap. Takeaway subverts instant noodles. Who will subvert takeout next time?

As the leader of hot pot fast food, Xiabu Xiabu has not continued to accelerate the national layout after steadily occupying the northern market. Instead, it launched the high-end hot pot brand "Pubu", trying to capture the hot pot market with a unit price of 100 yuan and challenge Haidilao. Then, stores nationwide began to upgrade one after another. Xiabu Xiabu insight into the upgrading trend of catering consumption, unwilling to be the leader of the low-end market of 50 yuan customers. Instead, we will break through ourselves and lead ourselves out of the image of "fighting for dad", move closer to the light dinner brand, and occupy the position of high-quality catering brand in consumers' hearts like Xibei and Haidilao.

4. Tools to break the horizontal conflict

Before breaking the conflict, we still analyze which conflicts exist but have not been solved from the three dimensions of consumers, competitors and ourselves, and then choose a conflict to make a horizontal breakthrough to establish, solve or upgrade the conflict. There are several ways to break the horizontal conflict:

① Substitution: In the suit market, the market is saturated, and countless sub-brands in the suit market have completely or even excessively met the needs of consumers. Is there still a chance in such a market? Seven brands boldly broke through the boundaries. Does a formal suit have to be a suit? This contradiction was immediately solved when Qi Pai changed his suit to "Chinese-style stand collar". Let people who need to wear formal clothes but don't want to wear suits have another choice.

② Reversal: Reversing the product; Reversing consumer groups; Reverse consumer demand; As we all know, auto insurance is highly homogeneous, and Ping An, PICC and Pacific have carved up most of the market. Is there any chance for such a small market brand? AXA Taiping starts from the consumption conflict, and solves the conflict that everyone pays a lot of premiums every year but rarely pays insurance, and his heart is unbalanced-"A good driver buys auto insurance, and it will be fine for one year. Isn't this a waste of money? " AXA Taiping International Auto Insurance, if you don't get out of danger, you will get a prize. AXA Taiping, a good driver's car insurance. "

③ Combination-old elements, new combination: tangible increase of existing products or services, expansion of functions and expansion of personnel. For example, there is a trend in catering at present: fast food is a whole meal (take a sip → scrape together) and fast food is a whole meal (Siebel promises to serve for 25 minutes). Add new elements to make products or brands split. For example, when vitamin C is added to xylitol, it becomes tooth-benefiting xylitol, "protection+nutrition, double tooth-benefiting".

4 exaggeration: Yum Cha, a British beverage company, has an insight into the conflict between young people's love of tea and their fear of trouble. It can put the brewed tea into a steam hose and spray it into hot water while drinking, thus becoming a steaming cup of tea.

⑤ Removal: Only by removing those unimportant things can you see what you want him to remember. Muji's products are so simple that there is no Logo, but people firmly remember this brand.

There are many toolbars to break the horizontal conflict, and enterprises should choose according to themselves and products, but it should be noted that no matter how they change, brand genes cannot be changed. What changes is the form, but what remains unchanged is the soul.

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