Blind innovation is not as good as "copying" explosive products!

1. Find "copied" objects.

In addition to paying attention to the trial fields of mature brands in the same industry/category, we can also observe new brands in the same industry/industry and across categories, and their marketing ideas can also be used for reference.

As early as 2008, Coca-Cola combined zero sugar drinks with exercise and fitness, but it did not cause much sensation at that time. With people paying more and more attention to "low-sugar diet", Yuan Qi Forest once again combines sugar-free drinks with the concept of "keeping fit and eating lightly", exporting zero-sugar selling points more directly and pertinently, optimizing the packaging and taste of products, and making sugar-free drinks become the new favorite of the public.

2. Do not copy directly

Our "plagiarism homework" is not to completely copy other people's ideas, but to analyze the reasons why it can become an "explosion" and find the points that can be combined with our products.

Little raccoon's water margin card is a lot of childhood memories after 8090, which is uncertain and rare, which stimulates users' collection addiction and show off desire; Alipay's "Gathering in Five Blessingg" has a similar result. There are a large number of four kinds of greeting cards with scarce "dedication blessing". Whoever can get the "dedication blessing" in the circle of friends first, and who can get the "Five Blessingg" faster, will become a symbol of "good luck".

3. Change the scene to make differentiation

How to learn from similar products? Change the scene to distinguish! Products will have different pain points in different scenarios. All we have to do is find it and solve it through products!

Speaking of refreshing drinks, we often think of "Red Bull". Red Bull's advertisements always focus on scenes such as staying up late and exercising, emphasizing a "sense of vitality"; Dong Peng's special drink did not blindly imitate the red bull, but focused on the scene of long-distance driving. He realized the inconvenience of canned drinks in this scene and designed a "one bottle and one cup", which was not only more convenient for drivers to store, but even considered sharing it with the driver of the co-pilot. It was not "intimate".

Do the opposite thing

Don't think that "copying" homework is just to be similar to each other. In fact, it can completely run counter to each other's marketing concept!

The drinking water market is rolling. When Robust played the banner of "purity and cleanliness", Master Kong put forward the concept that "minerals are good for health". Later, Nongfu Spring instantly made the brand "superior" by emphasizing that "we don't produce water, but porters of nature"; When we thought bottled water was here, Jinmailang had taken advantage of the concept of "boiled water is more beneficial to health" to occupy the market strongly.