Change Of Marketing Paradigm In Twenty-First Century

We say that the essential difference between marketing in twenty-first Century and marketing in twentieth Century lies in expanding consumers or subdividing consumers.

Although only ten years later, the marketing concept in twenty-first Century has had a significant "dislocation" with the marketing idea of twentieth Century in guiding ideology. In twentieth Century, the marketing concept advocated making money by "subdividing consumers", and twenty-first Century's marketing theory advocated making money with "expanding consumers".

That is to say, today, the marketing mode of "positioning theory" aimed at "market segmentation" is being broken by more and more frequent "dislocation phenomenon".

The "market segmentation" under the background of "positioning theory" in twentieth Century aims at pursuing the best "cost performance" between "input" and "output".

But in the twenty-first Century "meager profit era", you can no longer pay attention to what "goals", "accuracy", "positioning", that is too luxurious.

The marketing theory of twentieth Century is like a "picky lady" who is choosy to eat. When she eats, she chooses only "lean meat" and other vegetables and fat.

Not to eat all the time, so as not to pay the price of extra fatter - this is "positioning", "precision" and "goal".

By twenty-first Century, the situation was different. With the intensification of competition, "Miss Jiao" could not afford to be extravagant, and could no longer care for the so-called body shape that was tweaking.

Why? Because it's fast.

He also manages what "lean meat" and "fat meat" - stuffed into his mouth, which is food.

Besides, the wild vegetables and bark that were originally considered not to be eaten should be tasted now. This is the "non competition", "non positioning" and "imprecise" advocated by the "Blue Ocean Strategy", "horizontal marketing" and "long tail theory".

In twentieth Century, those marketing theories such as "positioning" and other marketing theories were dismissive and excluded from the "non target consumers". In twenty-first Century, the marketing theory should try to pull it over and try to turn "grass roots" that they thought could not be eaten into their own "delicious".

In this sense, the "split level" difference between modern marketing and traditional marketing lies in "expanding customers" or "subdividing customers".

Consumer insight has always been an important aspect of marketing.

However, many of the needs of consumers are hidden, and marketers need to dig them in to see them.

For example, in ancient China, there was an idiom called "Ye Gong Hao long."

It is said that in ancient times there was a Lord Ye, who liked dragons very much. The family was painted dragons. One day, the real dragons learned about it and decided to see Ye Gong.

It turned out that ye really liked dragons rather than real dragons.

An idiom can be circulated for thousands of years. There must be some places that fit the deep spiritual essence of human beings.

Ye Gonghaolong is a typical example.

Many times, consumers are "Ye Gong".

Because life has a tendency to imitate and virtual, and evade the real "collective unconscious" mentality.

Online games are the most typical examples.

I have always emphasized that virtual is the reality of zero distance.

Only when we really explore the potential and virtual leaf formula requirements of consumers can we really open the door to marketing.

For example, Kappa, the sportswear brand from Italy, is a stagger surface that really explores the consumer's "leaf formula requirements".

For example, laziness is an important aspect of human nature and a basic manifestation of human nature.

At the beginning of human nature is lazy.

We have a saying that "technology is people-oriented".

In fact, the real meaning of this sentence is "technology is based on lazy people".

We can not find this wrong level, and marketing will never find a fulcrum.

Let's talk about Kappa.

Kappa found that most people wear sportswear not really want to exercise, but want to have the sense of movement, fantasy and passion.

Therefore, the narrow market of sports alone is not enough to support the future of sportswear industry. Besides sports grounds, more people must wear sportswear on more occasions.

As a result, Kappa advocates the "non movement" of sportswear, putting the sportswear "dislocation" into a fashion that can be worn in any "non sports occasion", thus obtaining a wider range of dressing opportunities and buying frequency.

Kappa has made great success by expanding consumers through "split level thinking".

Remember, when you continue to segment consumers, you still stay in the twentieth Century marketing paradigm, or your industry is still the "Red Sea".

When you start to expand your customers, Congratulations, your marketing paradigm has entered the "blue ocean", and the marketing pattern of twenty-first Century belongs to you.