Do You Have A "Short-Lived" Gene In Your Body?

The new product is a temptation.

We are always striking for new changes and making our products.

How does "short-lived" happen?

It is said that in the United States,

At home, there is an average new product coming to the market every half an hour, and at least one product withdraws from the market.

Of course, not all new products are out of the market, but there is definite evidence that the "death rate" of new products is above 95%.

The trend in the beverage industry is more obvious, not just for most small and medium enterprises in China, but even for industry giants like Coca-Cola.

"Heaven and earth", "Tea Research Workshop", "Lan Feng" and so on all confirm that death is not equal to the poor.

In fact, as a beverage, you don't have to worry about pushing to the market. No one will buy it. What you have to worry about is whether anyone continues to buy it.

As long as the new beverage appears on the shelf, it may cause consumers to buy, or even do not promote advertising, consumers instinctively out of curiosity, will try.

Why?

Because the involvement of a bottle of beverage is too low, the cost of an attempt is only a few dollars.

It's not buying a car.

As soon as new products are sold, many consumers try, so sales will rise, and you will be overjoyed.

Is the packing reasonable? "

For a time, it was all very flattering.

So your confidence is bursting.

Increase investment, increase production, dealers also large quantities of goods, and even increase advertising.

You are waiting for greater success.

However, the following reactions did not follow your expectations, and sales of products became slower and slower.

No, you must promote sales, buy one get one free.

Although there was no profit, we finally solved the problem of poor sales.

But the next problem is even more serious. When consumers buy your product at half price, they are more reluctant to buy it at the original price.

Facing more serious unsalable sales, the last thing is to withdraw goods or wait for the products to disappear naturally.

A tragedy like this is not just staged by a company, nor is it being staged at once, but repeated many times.

Kite flying principle

We must understand how the "short-lived" drinks die and how the "long life" drinks live.

Here we share the "kite flying principle" in drinks.

Anyone who kites kites knows that the higher the kite flies, the longer the line is.

If the kite is not flying high enough, you will put the string long and the kite will fall easily.

So the trick is not how to let go of the line, but how to fly the kite higher.

The following is a coordinate diagram of a famous research company in China, which describes the "kite principle" clearly.

We call people who often consume a product "regular customers" and call the occasional consumers "individual customers".

From this diagram, we can see that the vertical axis is a "regular customer", while the horizontal axis is a "regular customer" + "individual customer". That is to say, the vertical axis represents the regular buyer, while the horizontal axis represents all the buyers. The diagonal line in the picture represents that the higher the gradient of the oblique line is, the higher the number of "regular customers" is.

The vertical axis represents the height of the kite, and the trick of flying kites depends on altitude.

In this picture, all the tricks of the promotion of commodities lie in the quantity of "regular customers".

Where did the "frequent visitor" come from?

It comes from the total passenger volume of the horizontal axis.

For example, the first batch of your product has 10 attempts, but after trying, 4 people like this product, and so often try, these 4 people become regular customers.

Then there were 10 new attempts. After they tasted, 4 people continued to use them.

If someone else's product, 6 of the 10 tries to stay, then the "Kite" height of his product promotion is higher than yours.

The key to flying kites is how to make kites fly higher.

When your kite rises linearly (the ratio of frequent customers is very high), you can boldly line it.

The more you put strings, the higher the kite flies.

If goods are put on the market and can not win more "repeat customers", then this commodity should not be pushed, because the longer your kite line is, the greater the possibility that the kite will fall.

In the tea market, iced black tea is the most outstanding category. We can see that the ratio of regular customers to total customers is 45.5 to 83.5, and 54% of the regular customers account for half of the total volume.

Look at the second main categories of tea drinks: green tea.

The ratio of 36 to 74 is 48%.

Why is there a gap between the total sales of green tea and iced tea?

That's because green tea is relatively young, and it's late to market than icy tea, so the total volume of tea is still not up to the ice black tea.

But it doesn't matter. Green tea is still promising because it is on the same "take-off line" with iced black tea (the red line in the picture).

Ice green tea, milk tea and oolong tea seem to have a "miserable" fate from the beginning, because they are a "take-off line" (yellow line in the picture).

Of course, they still have the value of being a small product, but for businesses, these products are likely to be "hacked to death", because the same "flying" will make those "big categories" fly higher, so what reason is there to cultivate these "fertilizing" plants that are not long enough to grow?

As a "decoration", they may satisfy the vanity of "complete product".

In the Boston matrix, the icy black tea is called "golden ox". Green tea is called "Star", and it is called "golden dog". In fact, these "golden dogs" are dispensable, and businesses often decide to increase or decrease their promotional efforts with the performance of their own products. Therefore, the "lucky girl is partial to a small life man". The commodity itself performs well, the confidence of the merchants is large and the promotion is strong. This "Star" has dominated the party since then.

For fast selling products, there are only two ways to increase sales: first, increase popularity; second, increase the frequency of use.

Usually the frequency of use is relatively difficult to change, but it is not impossible to change. Let's talk about this problem later. Let's talk about the issue of popularity first.

We need to be cautious about improving our popularity.

The principle of flying kites tells us that we should not casually improve our popularity.

If your product can't keep the repeat customer, don't push it. If the kite is not flying high, why do you need to put it on the line?

The longer the line is, the easier it is to fall.

It's really easy to improve your popularity. You can tap to get attention, but you can't expect how many people like you!

How to live forever?

How can your beverage withstand repeated consumption instead of letting consumers taste it one or two times?

The new product is a temptation.

We are always striking for new changes, making our products creative and brilliant. Don't you know that this is a dangerous move.

Because the more distinctive your product is, the more likely it is to be abandoned by consumers.

"Before the hibiscus flowers are cut off today, how long will it take to color others?"

{page_break}

If your product is built on the characteristics of product strength, you have to be careful with this characteristic product.

We once referred to it as a "special dish", instead of "coke", a product that is not characteristic of coke.

Because you are a beverage, you can't get a substantial profit from a single purchase.

"Special dishes" are delicious, but we eat too little. "Homemade dishes" are not delicious, but we have to eat them every day.

In our "concept drawer", we will categorized Cola as "home cooking", and turn the beer tea into such a special product as "special dish". When beer catechu comes on the market, we will try it, or try two or even three times, but you will never drink it all the time.

When we see it on the shelf again, we will say, "I have tasted it," and continue to buy Coke.

What causes us to buy cola as a "homely dish"? Why do we buy it as a special dish?

We find a rule: if you focus on products, you may create a "special dish"; if you focus on consumers, you may make a homely dish.

Modern marketing has more than once put forward "to the consumer in line". The simple reason is the most difficult to understand!

We understand more about products from the perspective of consumers. In fact, such interpretation still focuses on products and neglects consumers.

This interpretation may be reasonable in the past few years, but it has been OUT today.

In an era of overproduction, every product has its own selling point, but from a consumer perspective, it seems that every product is good.

If every product is good, how can consumers choose?

The focus is on consumers again, which is more suitable for me.

Which is more suitable for me?

Consumers must judge themselves.

People are the most difficult to judge themselves, so businesses have an obligation to help consumers to judge themselves, regardless of identity, status, time and space, habits, feelings, businesses need to help consumers to judge.

Products should be rooted in consumers.

For example, your product is fresh milk, do not say what it is, you should say "breakfast is the most suitable", because consumers can cross your milk brand, but can not cross the habit of eating breakfast.

When your brand has a solid relationship with breakfast, you won't be forgotten by consumers after one or two times.

Products have a life cycle, sooner or later they will die, and brands will not die, because brands are rooted in consumers.

So what do long-lived brands do?

At present, there are two main approaches, one is language school, the other is timing.

These two kinds of practices are consumers can not cross, just like we eat every day "home cooking".

The representatives of the language school are: Coca-Cola - cool; Sprite - cool.

These brands do not talk about what they are, but describe their brand around the feelings of consumers.

You can not coke, but you will not be "cool"; you can not Sprite, but in hot summer days, you will not want to "cool". When coke and Sprite build their brand in a word, they are doomed to eternal life.

Because there is a psychological secret: people use language to think.

As long as you think, you can't get rid of these brands.

It's hot, and you're thirsty. You can see the word "cool" in your brain. The solution is self-evident.

At the same time, we often think of this word, and the frequency of purchase will also rise.

This solves the problem of buying frequency and makes a sketch class a big category.

Words are limited and products are infinite.

It's hard for you to find second or third pieces of "cool" words, and the products on the market are much more than the same.

Wise businessmen, hurry up and seize these limited words.

Don't get stuck in the product's psychedelic!

The representative of the opportunity school is: Red Bull - sleepy, tired!

Wang Laoji - afraid of getting angry.

These brands do not describe what their brand experience is, but describe an opportunity and state, which is typically focused on consumers.

When a businessman judges a certain state of his own, he naturally knows which product is more suitable for himself.

This kind of brand is also a "homely dish" that consumers can't get rid of, because people can't get rid of these "opportunities" and "states". When you are tired and tired, you always get angry.

These brands are firmly related to these "opportunities". If you enter this state or opportunity, you will not be able to cross these brands.

In this respect, Wang Lao Ji is the most typical.

"Down fire" is the "special dish", because this function is doomed that you do not eat it often, it also affects your frequency of use.

And a "fear" word becomes a "homely dish" at once. When are you not afraid to get angry?

Especially when you are eating.

By contrast, you will know which beverage brands can live longer and which brands are destined to be short-lived.

Can 15 nutrients keep the product on sale?

5.5 lemon VC, can consumers continue to buy it?

To be honest, these products have been quite successful, but they have short-lived genes.

They are all on the product and not on consumers, so sooner or later, they will retire.

To buy products is to buy characteristics; and to buy characteristics is doomed to escape the sorrow of "special dishes".

Regardless of "language" or "opportunity", these resources are limited. You have to rush to take the first place.

Those who run fastest will occupy these most valuable limited resources.

Don't fall in love with your products.

In an era of overproduction, every product has its own selling point.

If every product is good, how can consumers choose?

The focus is on consumers again, which is more suitable for me.