Invited by Chongqing Siqingfu Biotechnology Co., Ltd. to take stock of cognitive products for its Siqingfu shampoo.
There are many products before the inventory:
Covers almost all hair problems. Push all the products, and don't have so much energy. The main push is one, and I don't know which one is more reasonable.
After taking stock, based on its own advantages, the company found that the effect on women with long hair and oily hair was the most significant, and such customers had the highest repeat purchase. After analysis, the following results were obtained:
Take stock of the ones that best represent the brand differencesCognitive products- Oil-controlling and refreshing shampoo.
Take stock of itThe source user: Women with oily hair and long hair.
Give slogan suggestions:Hair is long, hair is oily, find silk Qingfu, plant oil control, wash off chemical residues.
Interpretation of inventory results:
For functional products, customers can quickly perceive and verify quickly, so that customers will recognize the product and continue to buy the product. Among the many functions and effects, the user experience shown by oil control is the best, that is, the product ability of oil control, which can best solve the pain points of users.
Any product, a brand, is to serve a class of people, not a brand of everyone.
So identify the brand's source users (source users: the first to appreciate your differentiation, tolerate your shortcomings,The users who are willing to pay for your differentiation are the source users。The source user has both potential energy and product positioning characteristics. Use them to expand new customers, leverage the market, and get twice the result with half the effort. Women with long hair and oily hair.
We know that the general family communication shampoo products are purchased by women and used by the family, and our products are recognized by women with "long hair, oily hair", and other anti-dandruff and black hair products are likely to enter their families.
Comparatively speaking, because it is a plant-based formula, this effect takes a long time to take effect.
If you recommend them first, the results may be abandoned by customers before they are verified.
After clearly recognizing the product and the source users, it will be clearer how to reach these customers. At the end of the inventory, everyone basically had a plan of how to act.
If you also have confusion about the product, you can ask me to do a cognitive product inventory.
Recognize the product first, and then design the product packaging. With a clear product perception and a clear role, it is naturally easier to sell goods.