(This article was first published on the "Liu Run" official account, subscribe to the "Liu Run" official account, and gain insight into the essence of business with me).
Have you ever felt like this:
Obviously, I have worked hard and spent a lot of thought, effort and cost, but when the product is launched, consumers just don't buy it, feeling that "it's not worth the price".
What to do? Price?
The cost is 10 yuan, and I can't wait to sell it for 9 yuan 9, and the customer still says it is expensive.
What else can I do? Premiumization?
You say, my potatoes are high-tech potatoes with higher nutrition. He said, "Isn't this a potato?" Why do you sell me a few pieces for a dozen dollars?
However, those Michelin-starred restaurant potatoes are not also potatoes, why are they more expensive? Is the difference only in the IQ tax?
Perhaps, the problem is not **, but value.
In the business world, many times the question is not "expensive or not", but "whether it is worth it".
When consumers are talking about this thing"It's not worth it"What are they talking about when money? "Value"What dimensions does it come from?
In addition to the volume **, the volume channel. Is there any direction that can be optimized to make my products better"Value", so that consumers feel really "value"?
There are 4 ways to make "value" high, which are useful, but often ignored by many people.
I would like to share it with you today and I hope it will inspire you.
liter "value" dimension 1 function
The first "value" is called function.
What is a feature?
Can the table be raised and lowered? Is this light remotely controllable? Will the air conditioner turn off automatically?
These are all features.
Of course I know that. Whose product doesn't function? My rice cooker has been rolled up to the point where it can not only cook, but also make cakes, but compared with those rice cookers that can only cook, there is not much room for premium.
Perhaps, there is a feature that deserves your attention:
Features that are less understandable and less likely to be willing to pay for it when you don't have a problem.
Take, for example, healthy food.
A friend once told me that when I was in my early 20s, I never looked at healthy food when I was eating Ma Ma Xiang.
What is low oil, low salt, high fiber, sugar-free...What does it have to do with me? Haven't bought it once.
However, when I got the physical examination report and saw that the list of indicators related to blood lipids were marked in red, I suddenly knew why so many people want to buy healthy food.
It turns out that the takeaways and snacks I usually eat are so high in fat.
No, I'm going to eat healthy food in the future.
Healthy food suddenly became "worthwhile" for me.
Not only will they search for it, but they will also buy it, even if it is obviously more expensive than the snacks next to them, they are willing to buy it, and they think it is worth it.
Did you find out? Functions and functions are not the same.
Some functions that are not usually noticed and understood will be particularly important and valuable to some specific groups of people under certain circumstances.
Therefore, according to the specific needs of specific groups of people, if you do a good job of functions, you can sell your things for special "value".
Note, however, that developing such a feature is also bound to face a problem: making trade-offs with your customer base.
For example, if you swipe through shopping**, you may see an oversized pressure cooker that is so big that it makes you frown.
How big is the kitchen at home? How can there be a place for such a big pressure cooker at home? Who will buy it?
However, looking at the sales volume, it is not okay to be unconvinced. It's just that someone buys it, and it's all good reviews.
Who gave the good reviews? A person who runs a restaurant.
It's so useful! One pot can stew 5 chickens at a time! "Efficiency is magical".
Developing this kind of function will always only make some people feel worthwhile, but this part will make people feel particularly worthwhile.
This in itself is also a kind of positioning.
When you are spinning in the battle of homogenization and **, and you don't know where to roll, you might as well think about such a function.
Liter "value" dimension 2 quality
The second "value" comes from quality.
What is quality?
I often hear many entrepreneurs say that we must make our products better and achieve the ultimate quality.
Is this the right idea?
Absolutely. However, these words, many times, are said from his own point of view.
For example, I have to make more expensive ingredients for the product, I have to boil the chicken broth for a longer time...
Obviously, these words are not spoken from the user's point of view.
What is speaking from the user's point of view?
It's not "what I'm going to do", it's "what the user needs, I'll give him".
See the demand first, and then improve the quality in a targeted manner.
Because, the person who pays for your product is not yourself, but the user. If the user thinks it is good, it is really good.
If you don't understand this, you may be making a product that goes off the rails and goes in the wrong direction from the start.
So, how do you find your way?
You might as well take it a step further, get closer to your consumers, and go in the direction that consumers think is valuable.
Focusing on "paying attention to people's exquisiteness", the quality is high.
What do you mean? I'll give you an example, shirts.
In the fabric of the shirt, there are actually different classifications of cotton, called the number of fabrics.
The number of threads used in each unit length represents how many yarns are used.
For example, it's all cotton, with 80 counts, 100 counts, and 200 counts.
For 80 counts, the fabric is looser, and for 200 counts, the fabric is denser.
The higher the count density, the more solid the fabric will be. It is very structured and "lookable" when worn on the body.
Does this matter matter?
For some, it may not care. I just need the appearance of a shirt, and it doesn't matter if it's 80 or 200.
But at the same time, there are some people who will pursue that solid feeling, and will even specifically ask customer service to confirm whether this shirt is 200.
There are many more such examples. For example, buying paintings, buying tea, different people's requirements are different.
Some people don't feel the difference at all, and some people feel the difference
Those who feel that "there is a world of difference" will really be "exquisite". They will care about differences that seem so small to others.
Therefore, many times, these people will be willing to pay a huge difference for a small difference.
At the same time, those who "don't feel the difference at all", no matter how you mention the quality, he will not have much willingness to buy the so-called "higher quality" things.
If you give me a pair of 200 headphones, and you give me a pair of 2000 headphones for me to listen to, I may not really be able to hear it.
Because in this regard, I "don't pay attention", I can't hear any essential difference, how can I be willing to spend 10 times more expensive** to buy a more expensive pair of headphones?
In other words, I'm not the group you're targeting.
Marketing is not about satisfying everyone and making everyone your customers.
It's about finding your customers and finding those who are exquisite.
Then, vigorously satisfy those preferences and needs that may seem small, but have a great impact on him.
In return, they will also be willing to pay more for it, because those small differences that seem small to others are incomparably magnified in his heart.
Have you found anyone who is particular about your product? Do you have a direction to improve the quality of their particular points?
When we say "we must do a good job in quality", don't just start from the emotional, to show our efforts and move ourselves.
Start with rationality, find the group you are facing, and find a force point they care about.
Ascend the "value" dimension 3 time
The third "value" is called time.
Time is also a kind of positioning.
You say that the cost of an airplane is not necessarily more expensive than a high-speed rail, so why are airplane tickets more expensive than high-speed rail tickets?
Because for a certain part of the people, time is more valuable than money, and he cares so much that he is willing to pay for it.
Therefore, the reason why plane tickets are more expensive than train tickets is, to a certain extent, that it can better help users save time.
Time is money. It can help users save time and increase the value of your product.
For example, a one-stop wedding experience center.
If you have ever been married, you may know that to get married, you need to buy a wedding dress, take a photo, book a hotel, plan, and emcee...Running one by one, one by one, can be very time-consuming.
But a friend told me that he recently saw a one-stop wedding experience center, and he has all these services in one stop. Go in once, get it all, great value.
You said that since you are packaging everything, will the services be cheaper depending on the unit price? Not necessarily.
But one thing is certain: it is very time-saving. It was all done at once, which saved him a lot of time.
That's more expensive, he thinks, and many people who care about time as much as he does.
This is the commercial potential of "time".
The next time you develop a product, do brainstorming, and dig up demand, you might as well remember to dig out the attribute of time.
When you can save time for those who "think your time is valuable", your product or service can be more "valuable".
Liter "value" dimension 4 social
The last "value" is social.
What is socializing?
From a business point of view, socializing a lot of the time could be a Hermès platinum bag, a limited-edition Rolex, a classic BMW.
Once it is displayed, it can "introduce itself" faster, more accurately, and more ruthlessly than words.
It can show strength and make it easier for customers to trust with confidence. You can demonstrate your comparative advantage and make it easier for you to get preferential treatment. Of course, you can also show off and give yourself emotional value.
These are the values that are difficult to collect directly when you do "consumer demand research" and are not often declared.
I'll give you an example, the environmental industry.
What the? Even if the luxury industry is concerned, can the environmental protection industry also involve the dimension of "social"?
Yes. In many cases, the idea of adding value to the environmental protection industry will also fall on "social".
How to fall? Start by targeting a group of people who need social value.
This group of people may often have more assets and no way to show their social status through the level of their belongings.
At this time, what else can they pass? Environmental protection.
King Charles, for example, has been talking about his family's progress in reducing carbon dioxide emissions in recent years.
This trend is not necessarily limited to high-net-worth individuals.
Many foreign companies, such as Microsoft, also have an environmental dream, hoping to wipe out its carbon footprint from 1975.
What does it mean to smooth out a carbon footprint?
It is to offset the carbon dioxide emissions caused by production activities since its establishment through environmental protection activities, such as tree planting.
Let the carbon produced in the current year be at least balanced with the carbon of the current year.
Like Microsoft, I had this idea. I also hope to clear my carbon footprint in my lifetime.
On the one hand, I feel like I'm coming from the heart, but I don't rule it out that I have some "social drive" here.
Because if I do it, I can proudly say to my friends that you see I don't have any big dreams in life, but at least I have smoothed out my carbon footprint and not caused trouble to the earth.
Friends listened,Wow, that's amazing.
This is social value, a dimension that can help products have social value and become "more valuable" than ordinary products.
Let me give you another example, gifts.
Gifts, it satisfies a social attribute.
A lot of social interaction often needs to be expressed through gifts.
If your product is not only a product that meets the function, but also can be improved in the social dimension and become a gift, it can also be more effective "value-added".
It is advisable to at least be aware of the business potential of the value of "social".
When you can create these social values for your users, your things will also "appreciate".
In a previous article, we talked about a model:The "cost-valence-value" model.
Cost, **value. Each item is a dimension that can bring competitiveness to your products.
Some of the most common competitive strategies are:Volume "Cost".withVolume "**
For example, "reducing costs and increasing efficiency", such as "** war". You have the "lowest price in the industry", and I have the "ultimate cost performance".
To the end, it was very hard, very anxious, and very dazed.
What to do? You might as well try it and goVolume "Value". Give your own product an "appreciation".
Target your users, find those needs that are easily overlooked, and meet them in a targeted manner.
For example:Functionality, quality, time, and socialization.
I wish you a good anchor of "reducing costs and increasing efficiency" and a good helm of "value". Let your products sail to a more valuable sea.
Personal opinion, for reference only.