Fashion Marketing Return: Focus On The Power Of The Product Itself

It is an important thought of the Six Dynasties' Hui Neng's "Altar Scriptures", that is to say, everyone has "Buddha nature", returning to "nature", and "seeing nature" can "become Buddhas". To put it simply, any Buddhist law requires its own understanding in order to truly understand and penetrate. Epiphany, it is useless to talk about Buddhism in the wake of its own "Epiphany". If we put brand marketing here to make a comparison, it is quite appropriate. In other words, it will be useless to leave any product to talk about brand and marketing.

Too much theory is not good at all. concept Too many chaos will emerge. First of all, it reflects the confusion of thinking: what is the best? It can bullshit customers, bluff leaders or intimidate themselves; secondly, the confusion of application is unclear to itself, what exactly is doing, just making brand, doing originality and creativity in order to make brand; secondly, carrying out, thinking that a big dissemination can create a big brand. But such an era will never exist again.

Why? regression To the origin, the reason for returning to the original position is because I have lost myself and I don't know where to go. People often say: do not care about the current position, the important thing is to face the direction. I think position is also important, but in the long run, the direction is more important. The origin of the product is not just to make articles on the product, but to focus on product creativity, positioning, selling points, from packaging design, taste, price and other static sales force to carry out the most important integration, which is the key link to decide the new product's life and death; second, the dynamic selling force, which depends on the first item, and is also coordinated with the promotion and pulling. Promotion and promotion are mainly about promotion and promotion of channels, terminals and target consumers. The details will not be launched. This involves the details of the development and listing of new products. In fact, it is difficult to grasp and make decisions on the key nodes in the planning. Often see the case of failure, the first is the static pin force is too bad, the two is the process of decision-making mistakes, bunk the warplanes.

Recently, a customer came to consult how to enter the liquor industry. He said that money is not a big problem. Now the question is: to make drinks or to make drinks, how to do it and so on? Obviously: I don't know how to do it. I think this is better than half knowing. At least he can be very open-minded and not blind to command. In fact, any new brand or new product must succeed in the design of taste, packaging and price system. As for the dynamic marketing strategy, it is not the hardest part. The most difficult part is the "static selling force". Take a look at the case of Mengniu Yi you. It is clear that money is strong, and there is no good product and price list. Everything is in vain.

The best example of innovation is apple, of course, but who can learn it? To make a product is to make a brand. Apple is the best example. Without good product experience and Apple's image, how can we separate products and brands?

　　 innovate From the enterprise to the state, it is said that we must innovate independently, we must have our own core technology, but we have come up with several ideas, let alone "autonomy". In fact, innovation is not necessarily a brand new product, improvement, addition or reduction of some functions is also an innovation, and packaging innovation is listed here.

Procter & Gamble can achieve such a success in the world, a very important point of product innovation. No consumers like the same, unchanged products that have been used for years or decades. In product promotion, the key points always focus on product core propaganda, not just brand promotion. If shampoo is the three largest brand, there will be product innovation every year. In the washing powder series of daily chemical products, Tide, Bi Lang and other products are constantly innovating, such as machine washing powder, collar net and so on, which fully demonstrate that the guidance ability of products to consumers is constantly updated.

Even if Coca-Cola, known as "no life cycle", continues to innovate every year, it is only through the replacement of packaging and the adjustment of publicity angle. Pepsi promotes the extreme sugar free Pepsi Cola and Coca-Cola's zero degree, and also takes product innovation as the main starting point.

The propaganda demand of automobile industry almost has the trend of "functionalization", which is a new trend. Although it will be incorporated into the concept of "life" in communication, it will be reflected in product innovation and application of new technology (safety, comfort and humanization). I think that simply considering the issue of "positioning" and "brand" will lead to the misunderstanding of ignoring the origin of products.

Returning products is not to deny creativity, but to keep creativity flowing. Creativity is not created by air. Although there are relatively independent ways of thinking, the source must be based on enterprises, products, and others. Creativity is great, and we can't talk about creativity without leaving the consumer and sales target. Good ideas can no longer have a broad foundation for success. At the moment, marketing execution and landing after creativity and strategy are not just the implementation of communication.

Returning products is not negative. brand But let the brand grow forever. Product is the foundation, everyone knows, but the behavior of splitting products and brands is still not enough. What is most worrying is: always think that the brand is superior to others, and talk about how backward products are, but in fact, there is no product and what brand to talk about. Someone will tell you a case immediately: if all the factories in Coca-Cola are burned out overnight, what will happen in second days? The answer is: the banks all over the world will scramble to give loans to Coca-Cola, and the factory problem will be solved overnight. The words behind the answer are: brand power. But don't forget, if there is no product formula, culture and brand power that Coca-Cola has formed over the years.

Returning products is not negating marketing, but making marketing a strong foothold. No longer want to create a product, a brand with an idea and a big communication. With the control of marketing and channel and terminal, we can seize the purchase of consumers and accomplish the goal. This is probably the best example of the 20 years that the Kangshifu has been selling well in China.

Regression product is not just product theory, but from the essence of product driven product development. From the root and in the long run, it is not brand driven products, but product driven brands. When a brand leaves its product, it is equal to the fish leaving the water. It does not matter for a while, but eventually it will suffocate until it dies. Of course, this does not mean that brand thinking is necessary. Sale It does not mean selling the brand. The way of thinking can be different, but the two cannot be separated and isolated.

In any case, demand is ultimately the starting point of marketing, that is, discovering, creating, meeting, and controlling demand. Products are the foundation, and any brand behavior that ignores the product will be a short-sighted behavior. I think this is also worth thinking deeply about the business and marketing circles.