“品類”泡泡：中國營銷界的一場思想鬧劇

1、“品類”泡泡：中國營銷界的一場思想鬧劇a reality that has been misunderstood by chinese marketing circlesfrom 2004 onwards, the word "category" in the chinese marketing circles began to hot： most of the marketing and consulting company claimed that open innovation category is to create a market miracle and a

2、ready-made panacea, combined with the "blue ocean strategy, "marketing" and other level of best-selling book, summed up the ''horizontal marketing", "create category" etc the new theory.it is said that behind each product lies a deeper consumer mind: category. b

3、rand to monopolize category resources, you can become a strong category representative, access to all categories of consumer choicefor example, wujiang pickled mustard tuber "three pickled, three pressed", forming the chinese pickled mustard tuber fuling, fuling pickled mustsrd tuber is wu

4、jiang, wujiang pickled mustard tuber become the first brand of chinese pickled mustard tuberas the evidence is 2004 after chinese market come into fashion marketing case: back back good, business, melatonin, yake v9, ningxia red, wugudaochang, nutrition express, kung fu, wang laoji and so on, ripple

5、category theory claims that category is the discovery (or graft creation) of a new product category that does not exist in the market, and the monopoly of the category market becomes the maincharacter.it should be said that the relationship between the subtle and simple brand, category, product thre

6、e, classic brand theory is: the bra nd of quality products to occupy the minds of consumers, and in the mind of the consumer awareness drawer, for the brand to find a unique value orientation; marketing communication behavior and strengthen this association finally, the formation of differentiated b

7、rand awareness, brand driven in the homogenization of products have irreplaceable mind such as volvo for safety, rejoice placeholder supple, occupying american spirit marlboro, coca-cola and other placeholder thirstthe category theory claims that the real battlefield market competition is a cognitiv

8、e category and consumption habit in the minds of consumers in space, such as behind the hongta mountain, ashima, is yunnan's largest tobacco chinese category; behind wuliangye, luzhou lao jiao, is chinese province liquor liquor in this category, and so on.yunnan tobacco is a title in the consume

9、r cognition, but the driving force to buy brand of hongta mountain, the yunnan is ashima, honghe tobacco category? if so, what brand should be the biggest brand of yunnan tobacco? even if consumers really recognized the "sichuan wine" is the best wine, how to discriminate between wuliangye

10、, luzhou lao jiao or brand jiannanchun, quanxing tuopai, etc？ineluding real kung fu, really because it represents the "steamed fast food" category? do you like wang laoji becausewdng laoji represents the category of herbal tea?thousands on thousands of consumers told us they choose the bra

11、nd of the process is not so complicated and abstrusein consumer demand, the first thought of the corresponding product categories (categories may have small classes, such as thirst may think of cola, water, fruit juice, tea beverage etc)； at the time of purchase, to choose their own love of the bran

12、d, or accept promotions, conversion is expected to buy the brand. that，s what happens every day and every day, and there，s no category, cognitive drive, the phantom of the mindanother interesting phenomenon is that almost all types of innovation are indigenous new products (or brands),we see all the

13、 multinational companies are very good at using the modular method to improve the value chain elements with professional methods to make high consumer satisfaction products, establish a brand out of the ordinary cognitive image, do all types of contact with the consumer terminal display, stimulation

14、 (consumer discounts / rewards promotion), wake (advertising / public relations activities) consumers brand purchase behaviorthe dove chocolate, chewing gum in arrow, p & g brands, kfc, budweiser, danone biscuits and kaf brands, unilever，s brands, apple/ipod/iphone/imac, sony, etcno brand appeal

15、 is to publicize the category, they do not say clear effect of chewing gum, chocolate silk slip properties, all gathered at all in the brand: fresh breath, to enjoy the smooth grain green arrow; taste, only dovethese and maintain a sustained growth of the brand in the chinese market in the world, no

16、 one will be attributed to the growth created a new category, they are always doing regular simple things: good products, strong brand, do fine do fine management channels, etcbusiness reality is: consumer demand is the product (or category), the choice of brand, any large-scale product categories c

17、an not only have a brand if the brand wants to win the final victory, only focus on the key value chain link of sustainable growth and its driving force, which can form the core advantage, and finally obtain the overwhelming competitive advantagea logical fallacy of attributionchinese market a lot o

18、f walking a fine line or accidentally get a successful enterprise, always make "chaos attribution" errors, with an understanding of their own do not understand the sum of a also did not see the phenomenon.as a typical case in front of the category, regardless of their life cycle is long, t

19、he common feature is used on a radical media (yake v9 in cctv), or high frequency integrated media (nao baijin). in fact, these are the real drivers of brand growth or short sales growth in these cases, not the so-called category innovation!with those noisy "category innovators" or die, or

20、 away, or i still alive, look lively all category marketing speech, we suddenly found: create a category of thought, is a bustling way out of the ship, not only in misleading enterprises, more china hypnosis in the marketing industry!careful sorting, category marketing theory in logic untenable ther

21、e are three reasons:1., the error summed up the real relationship between the product, category, brand.basically, beyond the existing new product market supply type, in fact is not created (not found) a new category, but the enterprise developed a new product form not existing products to meet the m

22、arketing demands or just the consumption characteristics of the product innovation leve1.such as business, product use belongs to the concept of innovation based on the original form of products; back back good, for teens ''habitual rickets" the bad habits of insight based on a product

23、created by the solution form; melatonin, big white bone surface, jinmailang elastic surface, wugudaochang also cannot say is the category of innovation,at best, the product quality level of innovation + product concept and demands of innovation.therefore, the product characteristics and the distinct

24、 symbolic expressions (concept, image design, etc)are summarized as the category, is not appropriate, it is said that each product can be a category, because each product can be found in several different elements with similar productstake a quick example: what，s the hot spot in the beverage market

25、in 2009? not because of the success of wong lo kat herbal tea, nor is the so-called herbal drink, but not a lot of ads are the wahaha z，beer catechu cool", or s. h e. please do endorsements in hand "purple", but known as the c drink" one batch of products: water soluble c100, non

26、gfushangquan wahaha hello-c, huiyuan lemon -mewhat is the difference between the products mentioned above and the fresh daily c of the unified orangeate and master kong which have been popular for nearly 10 years? go and look at the ingredient list on the above product labe1.the question is, why don

27、，t consumers see these new c drinks as a product of the unified, kangshifu c drink?but i started selling crazy! why? is it creating a new category? then, which product creates the category and represents the category? i'm afraid 3 years later, when the competition is over, the winning brand can

28、be summed up as ''category victory. but how does the category explain the reality? how do consumers use the "category" as a driving force to buy these new c drinks?true reality is: consumers (especially as a severe crowd of young women) love to drink fruit juice, and orangeate tast

29、e taste fatigue, to produce pure juice (including juice) price and convenience are dissatisfied nongfushangquan grasp this point, from the price positioning, packaging design, design taste dnd the ratio of raw material, many aspects such as the idea of a product to consumers on the conversion of lem

30、on orange flavor "taste fatigue", and in 2008 successfully.wahaha, huiyuan will transfer in 2009 quickly follow the rise of the surge in consumer tastes, launched their own products, just as robust ripple just heat up, screaming, kang favorable herd likeif the taste, packaging, concepts of

31、 innovation can be called category innovation, then in reality there will be no category of the word: each product has in fact different characteristics with other products.but what will happen in the end?it is not who to do after, which is not representative of the product category "more corre

32、ct", into this stage, the brand is the operation ability of the enterprise, including product quality, market coverage, customer satisfaction, brand preference, brand new freshness, only able to mobilize consumers ''interest and nerve" to the end of the brand (not a long time, 3 ye

33、ars to see the outcome), will be the final winnerin 2005, nutritionexpress entered the market has proved that there chinese beverage market is a real "unspoken rule": every 3 years there will be a new hot products, 3 years or the whole army was wiped out left is king, or the winnerinnovati

34、ve products are the eternal driving force of enterprise growth, but the decisive market,it is the brand integrated operation ability of enterprise.the 2. error attribution, consumers will purchase the real reason for this distribution to the so-called category innovation.the success of all categorie

35、s due to the category is essentially the way enterprises use brand operations, and the implementation of the overall marketing action in line with market rules and regulationsfirst look at the product life cycle is a little longer case: wahaha nutrition express line before 2004, hebei xiaoyangren wo

36、nderful, anshan longxing yogurt, yunnan dairy drink milk fruit have achieved good market acceptance, and the formation of local market advantage; in 2005, wahaha, nongfu spring, mengniu, yili milk drinks into the market, the most popular mengniu by super girls auditions, becoming the biggest winner

37、milk beverage market, yili by following the strategy did not miss the new trend. 3 years later, the two major dairy giant super girls curtain call, still in tetra brick shape maintenance milk beverage sales and moderate advertising, and in the pet market is only bottled, wahaha nutritional express,

38、honyaradoh has the products withdrawn.so, did the nutrition express win by creating a new category? is the fast food line made up of breakfast drinks? is the name of the nutrition express line representative of the category?obviously, because the winning nutritionexpress category for this, said, can

39、 only say that wahaha chose the dema nds of the product - the main white-collar most appropriate for nutrition express (mostly women) breakfast beverage market, the (or conversion) is the milk nutrition but not drink product preference nutrition express line is in and "same category" (prod

40、uct difference is not big, but product concept is different) brand competition in the final victory. remove the wahaha in the channel as everyone knows the operation ability, find the key success factors from the product, the brand level, that is to choose the right nutrition express product concept

41、, and the use of the brand of the established market position.3. , innovation growth and sustainable growth are two different things: markets give innovators opportunities, but they do not promise the future for innovatorsin the opportunity oriented new product development, the market scale and stab

42、ility of many new products are not enough to support the brand operation, especially for quick success and instant benefit innovative products market decline, and not the category of resources selection, operation category errors, reflects the culture of consumer demand, brand awareness, product con

43、sumption habits need time to this fact, as feng lun said, great is boiled, the brand is "the rose of timein the wake of the rapid decline or disappearance of innovative products, the decisive function is still the basic rules of /zsusta in able growth of performanceinnovative products to the fu

44、ndamental reason still has two: one is the original consumer is bubble, such as yake v9 on behalf of the vitamin candy, the representative of the business pda business, on behalf of the ningxia red wo if berry wine; two is the enterprise to reduce, stop or exit the look no win ''marketing ga

45、mbling，/, such as non fried instant noodles (grain dojo) and new concept (geek biscuits biscuits, network meal etc.), vitamin drinks (ripple, scream, kang youli), xintian red etc.today, the surviving fashionable brands represent the so-called z，steamed chinese fast food" represented by kungfuz，

46、,is it a creation category? but in the improved process to achieve the z，standard product output" central kitchen unified deployment of flavor + stores simple heating consumption problem, so we can use the chain of large-scale sales, the growth impetus from development and brand stores capital

47、under the support of the spread, not playing a game with naming characters using bruce lee as a spokesperson to contribute to speeding the growth of.look at other chinese fast food brand, such as a tea, an old uncle, the east is white, although three family background due to differences, business id

48、eas, product positioning, differences inelude values of difficulty are difficult to set up shop, shop speed reproduction of kung fu (radish fast don，t wash mud really kung fu will soon face a single store sales and win rate decline)the real driving force of sustainable growth of enterpriseswhat is t

49、he sustainable growth of enterprises?not a location decision victory.through the most vigorous and vigorous 30 years in china, sustained and rapid growth has seen the rise and fall of many enterprises or brands. we believe that the key factors for business success are the following order:first: the

50、executive power of the business team.including the production, purchasing, marketing and other management team continuous execution ability otherwise, good at the spring water heating duck prophet venture capitalists, why from start to end, entrepreneurial team capabilities as a determination of inv

51、estment or "first priority" considerations?second place: brand operation abilityincluding brand name, brand appeal, product concept, product characteristics, it is particularly important to z，spread the equivalent" - this is to establish bra nd awareness, to achieve nationwide sales m

52、ust be input, vc xu xin summed up the z/three magic weapons'7 also stressed that the operation of the brand, she invested in the china network of excellence, kungfu, diamond the bird, it is along the business logic in doingthird: the choice of enterprise strategy and enterprise resources and sus

53、tainable constructionas in any industry, the development of what kind of product positioning, in which consumer groups, in which sales channels and strategic choice, corporate finance, social relations, media relations and team cohesion of employees and other internal and external construction ability in resource acquisition.little sheep in 2004 "cut apart (turn to join direct and close cooperation stores) arm (internal personnel reorganization) tough operation, keep the brand and service quality, while strengthening the establi