Two years ago, after Zong Fuli became general manager, she did not rush to find new big pieces, but turned her attention to existing classic products.
In the first year of Zong Fuli's tenure, she started the IP operation of her AD calcium milk products.
At the 2021 sales work conference, Zong Fuli proposed: "The brand strategy is mainly divided into three dimensions. The first is to continue circle marketing; The second is to create its own IP; Finally, the combination of push and pull of consumer activities, linking online and offline to do a good job of 360-degree integration and boosting of product sales. ”
Every business needs to focus on the products that they have succeeded, and it is not a one-size-fits-all solution that succeeds.
The classic products of the enterprise often represent the enterprise, represent the difference of the brand, and are also the products that can create new customers.
We call this classic product a "cognitive product".A cognitive product is a concrete product that describes a brand's differentiation.
The focus of business management should always be around cognitive products.
Cognitive products are the 1 of the enterprise, and without this 1, how many 0s are added behind it are all in vain.
If the enterprise does not have a clear understanding of the product, the brand positioning is not clear, the source user is not clear, and the product selling point is not clear, it should do a cognitive product inventory.
Whether it is Wahaha or Nongfu Spring, they have a very clear cognitive product, and they are investing huge resources in this product every year.
Once we have a clear understanding of the product, we need to continue to take stock of the tactics that are working in our operations.
Dr. Tan said that the basic logic of brand growth lies in the following aspects:
If you want to continue to deepen and solve the progressive needs of source users, you need to continuously explore effective tactics in the process.
A team that sells the same product, some people have strong sales power, and some people often have 0 sales. The core reason is that they use different tactics.
What if we take stock of the tactics of the sales crown and share it with ordinary sales, and what will happen if the tactics of the sales crown are printed in the brochure, product packaging, and detail page?
This result speaks for itself, and you mightThousands of pins have been copied.
Here's whySixi has repeatedly emphasized that the highlights of the plate are first designed and then the packaging is designed, and there are reasons why the highlights are good to sell.
Your packaging is to copy your pinpin, and if you don't dig out the knowledge of pinpin, don't do packaging design.
Don't do it in large quantities, do it in small batches first, and verify your hypothesis first.
The inventory of cognitive products is only the first step, after the inventory of cognitive products and the identification of good source users, the rest is a cyclical inventory of "effective tactics".
If you need to do an inventory of cognitive products, please make an appointment in advance, Wednesday: Kaleyou appointment, Thursday: Wugu Mill appointment, Friday: Zhang Baoshan appointment.
Only Monday afternoons and Tuesdays are available for appointment this week.