French sociologist Jean Baudrillard believes that "abundance is the most important feature of consumer society, and after the great development of social productivity, consumers have come from the demand for the object itself to the demand stage for the symbol behind the object." ”
This theory explains why brand positioning is in the spotlight in the current market environment. Brand positioning is a war between enterprises and competitors about the customer's mind, which can allow the brand to occupy the most advantageous position in the customer's mental ladder, that is, to become the representative brand of the category or characteristics, so that consumers can generate relevant needs is to become their first choice.
If brands want to break through the dilemma and use growth to make a turnaround, they should face up to the changes in consumers and channels, grasp the ability to truly drive growth, rethink the sustainability of brand value, focus on core values with brand positioning, and upgrade to a new thinking that crosses the cycle to achieve long-term growth.
Taking Jiangzhong Stomach Digester as an example, a brief review of the development of Jiangzhong Stomach Digesting Tablets shows that the product has had two "surges" in history, the first time was in the early stage of listing, Jiangzhong Pharmaceutical made full use of the influence of advertising, and made a TV advertisement with the image of Avanti that has made many consumers have an impression so far, and the sales increased rapidly, and the sales volume reached more than 100 million yuan in 1997 and has not been able to break through.
The second surge was in 2002. In 2002, Jiangzhong Pharmaceutical once thought that Jiangzhong Stomach Digesting Tablets had reached the ceiling of sales, and its opponent morpholine was a strong competitor, so it found Chengmei Consulting for strategic positioning consulting. After research, Chengmei Consulting did not take "defeating morpholine" as the starting point, but positioned Jiangzhong Stomach Digesting Tablets as "daily digestive medicines", and the advertising slogan was set as "stomach distention, indigestion, use Jiangzhong Brand Stomach Digesting Tablets", and "standing medicine at home" as supplementary words.
Jiangzhong Stomach Digesting Tablets have created a blue ocean and entered the minds of thousands of customers. Since then, the Chengmei positioning team and Jiangzhong Group have also created a children's market together, and launched the "Children's Jiangzhong Stomach Digesting Tablets" for children, with the advertising slogan "Children don't eat, use children's Jiangzhong Brand Stomach Digesting Tablets", just this sentence "Children don't eat" touched the soft hearts of many mothers.
Through Chengmei's strategic consultation, Jiangzhong brand stomach digestion tablets have the courage to break the shackles and make precise changes, with the positioning of "daily digestive aids", occupy the "blank market", and distinguish themselves from morpholine. Jiangzhong Stomach Digesting Tablets sold 1700 million, in 2002 after the positioning of the sales directly rose to 400 million, since then rising year by year, in 2012 the sales volume is as high as 1.7 billion yuan, for ten consecutive years in the domestic OTC drug single sales volume.
The great success of Chengmei in Jiangzhong Stomach Digesting Tablets has set off a trend of Chengmei in the over-the-counter drugs of pharmaceutical companies, and it was once spread that "pharmaceutical companies rely on positioning, positioning to find beauty". On the road to the success of Harbin Pharmaceutical Group, Guangzhou Pharmaceutical Group, Kangmei Pharmaceutical, China Traditional Chinese Medicine Holdings and other enterprises, Chengmei Consulting has been involved.
In today's homogenization of products and fierce competition, the market needs to be as practical as Chengmei's brand positioning, guide enterprises to focus on long-termism, shift from high-flying expansion to real precipitation, comprehensively, deeply and accurately grasp consumers' values, aspirations and behavioral characteristics, and resonate at the same frequency, so as to create infinite possibilities for growth.