Competition: Unmatched Product Value.

To create a successful product, we must pass three concepts: product concept, commodity concept and communication.

From the marketing concept, I am an incurable "product pie", but I haven't reached the level of myopia. There is a view that the excessive attention to products is called "

Unparalleled product value

First, any creativity or understanding of customer needs must ultimately be materialized.

It can be said that whether it is the ability of the enterprise or the enterprise.

In short, marketing is the creation and Realization of value.

By studying customer value and finding customer value, enterprises ultimately create value for customers through products. In fact, product / service is the solution provided by enterprises to satisfy customers' needs.

After the product comes out, the rest is promotion and sale.

There will be such a debate: which is more important, marketing or selling?

In fact, it's all about finding trouble and making a mystery.

Where can we find the truth from the two aspects of a question?

Second, the competitiveness of enterprises is first of all product strength.

On the one hand, the history of the development of an enterprise is the history of studying demand, meeting demand and coping with competition. On the other hand, it is a history of constantly upgrading products and creating product strength.

It is unmatched products that support strong brands.

The reason why Chinese enterprises do not belong to pnational corporations is that the products fail to win.

Under the restriction of technology, creativity and capital strength, we can only imitate on the whole.

Even constructive and creative imitation is essentially imitation, which is still not the same as originality.

"Lang Xianping" likes to talk about Bobbi dolls. Maybe they really don't know. Maybe they are confused about the fact that Chinese enterprises are not going to sell Bobbi dolls, but we can't develop such products.

Before you can develop, what else can you do besides working for others?

Refuse to make?

Did that not become another boxer?

The market is made up of demand.

Customers are ultimately concerned with products, not technology, corporate identity and brand names.

Technology is the factor that determines the product. On the contrary, corporate image and brand are the result of customer's long-term evaluation of the product.

The two meanings of products playing the world

1. build a product that sells competitors and is afraid to imitate.

American cars once dominated the world, and later made in Germany and made in Japan dwarfed American products.

As a result, the car industry, once proud of the Americans, has become a rip off.

Although there are about 7000000 jobs in the industrial chain, the US Congress is still uncertain whether to save or not.

South Korea's automobile industry has sprung up in recent years.

Because basically imitate Japanese car, although sell well, but still can not enter the list of auto power.

Germany is destined to dominate the world.

What can I do about it?

Whoever uses it will know.

The so-called product creativity of many enterprises is nothing more than piecing together, but without creativity, there is nothing to create and innovate.

In my opinion, a successful product requires three passes: product concept, commodity concept and

First, through a thorough understanding of customer needs and competition needs, the product concept is formed and the product is effectively realized.

The reason is simple. Without clear product concept, product development can not be surpassed.

At the same time, it is of practical significance to implement the concept of products only on products.

Cat people put forward the concept of fashion and sexy underwear, no doubt that this is the key to its success.

But its success lies in the fact that it eventually developed fashionable and sexy underwear for consumers to identify.

Many enterprises fail to communicate effectively because of the lack of effective communication between the planning department and the R & D department. The result of product innovation is the result of "drawing tiger and dog like dog" - the dragon is planed, and fleas are made.

The main reason is that the product concept has not been pformed into a more practical product development goal without the possibility provided by enterprises and industries.

In terms of production, it involves function and quality decision, color selection, pattern selection, specification selection, component selection and raw material selection.

All of these are related to demand and competition, and are not determined by technicians, and must be determined by planners.

At the minimum, the planner and the R & D experts should be determined.

Secondly, form the concept of commodity and realize commercialization effectively.

In fact, no matter how hard the enterprise is, the final product will always be different from the target of product development because of the constraints from all sides.

Therefore, after the product samples are manufactured, creative work still needs to continue, that is, the concept of creative products based on samples.

In reality, planners tend to directly plate product concepts into commodity concepts.

Commercialization generally includes the following factors: target customers, product / brand positioning, and matching price strategies, advertising promotion strategies and channel strategies.

A product may be liked by all people, but only with the target customers can we talk about the corresponding marketing strategy.

We often talk about product power, in fact, it is a very easy to confuse people's concept.

Everyone likes BMW cars, the product is very powerful, but the price prohibits most people.

If an enterprise determines the marketing target according to the popularity of its products, can there be no problem?

Thirdly, the concept of communication will be formed and informatization can be effectively realized.

The premise of mass marketing is to realize the informationization of commodities. Only in this way can mass communication be realized.

The information of commodities generally includes the following tasks: naming, appealing, copywriting, packaging, design style, media selection and so on.

These problems are all well planned, and your product can really become a speaking product, and further, it may become a product that makes sales unnecessary.

2. successfully completed a large scale promotion to the target customers.

Super enterprises, such as product promotion by multinational companies, are relatively simple.

Because they have strong capital strength, brand loyalty and perfect sales network.

This is why they need to take a long time to cultivate the market when they enter the new market.

Of course, under normal circumstances, their product promotion is relatively simple.

Because they basically have the right to speak on a global scale.

Their education and guidance on the market have been routinely changed.

Even the best Chinese companies are much more complicated.

We are at the relatively low end of the industrial chain.

Therefore, we must continue to educate new customers along with the upgrading of products. We need to start from cognition, to acceptance, to satisfaction, and then to establish loyalty, which is a very difficult process.

People sell products, and we need to sell a series of things.

What is more challenging is that people are very familiar with it, and we need to constantly grope for it.

Even in the Chinese market, we are still at a disadvantage. In the face of the global market, we need to do more work.

Our marketing of the global market is even more difficult than promoting the upgrading of products in the Chinese market.

Therefore, in the face of globalization, we are faced with two levels of challenges: first, how to create from China to China; the two is how to move from the world manufacturing plant to the world marketing factory.