Wang Laoji's "refining mystery", Red Pot's "pioneer of the times", Jiaduobao's "rational counterattack" and its positive "lack of good", regardless of glory or sadness, rationality or impulse, ups and downs of marketing can always bring great pleasure and reference value to business and planning circles. Wang Laoji, Jiaduobao and Hezheng, many brands come and go in the torrent of market development. Who can laugh at the end, variables will always surge in the dark. The factors that can affect these variables, from a big perspective, are inseparable from the category of "leading three forces" of enterprises. The leadership of the president, the creativity of the team and the marketing power of the products are all important and complement each other. Creating good products that consumers want is the key, but if there is no team to promote channel construction, consumers can't buy them. If business owners or decision makers are always suspicious and slow to act, then the best fighters will be delayed or even destroyed. Enterprises must make money if they want to survive; If you want to make money, you must exchange products with the market. Building good products is the key, building good channels is the guarantee, and having a good leader is a blessing. As far as the leadership of the president is concerned, the boss can reach the standard of "good" as long as he is reasonable and reasonable. Easier said than done, the premise is to respect the market. Without understanding and grasping the market, it is easy to go astray, slow down or even go far in dealing with many core issues. "Make good products" and "make good channels". Create a good product. The first question is: What kind of product is a good product? The answer is not complicated: good products are what consumers want! So how can we create good products that consumers want? This requires a systematic work. Let's make it clear-1,a good product must be what consumers want! 2, give consumers a reason to buy that can be said in their hearts! 3. The more reliable this reason is, the easier it will be to work in the enterprise market! 4. Find the most appropriate way to buy this reason-positioning! Yes, it is positioning, positioning. Trout's positioning hit the nail on the head. If products want to be sold to consumers, they must be well positioned. Not only making products, it can be said that any kind of profit-oriented behavior needs to be prepared for early positioning planning. Positioning is to give consumers, audiences and our "profit targets" a reason to accept us. Whether this reason is appropriate or not determines our acceptance. For FMCG, this reason can also be transformed into a situation, providing consumers with a "state" of consumption, allowing them to continue to consume and realize the purpose of "quick sale" of products. The concept of positioning has been mentioned again and again. What can the positioning be? It is an effective way to meet the greatest needs of "customers" by "decomposing and refining" seemingly abstruse theoretical methods so that everyone can see clearly, listen uncomplicated and remember and master easily. What is the positioning? We give a systematic answer here: 6T positioning! Define products, components, competitors, categories, functions and status from the basic to the upper level. The core positioning is the "fixed state" of the top level, which provides consumers with a reason or situation to buy products. This reason or scene must be based on products and supported by ingredients, which may come from the positioning of opponents or the conceptual innovation at the category level. The most important thing is that in most cases, from the functional level, we can find the state positioning appeal that meets the market demand! Description: 1, 6T positioning solves the problem of what positioning is and provides a very practical operation method for the core market promotion of FMCG products and brands; 2. Through the in-depth analysis of 6T level, we can find a product idea that is very suitable for the market demand for enterprises, and cultivate a strong customer awareness at the core point of product appeal; 3, 6T positioning, fundamentally solve the main products and marketing problems of enterprises, which can fully increase the confidence of enterprises in the market work of products and brands, greatly improve the operational efficiency of enterprise marketing teams, and effectively drive the sales performance of end products! These six positioning objectives and tasks define the content of positioning work. Its specific application, we combine some successful and failed cases in the market to explain it in depth. How did they succeed? Wang Laoji, Six Walnuts, Nutrition Express ... How did they fail? His or her drinks, beer and tea are all refreshing, as well as Rouge Fang ... Their success is similar in that they found a reason for consumers to pay for them! The key point of their failure is that they didn't find the reason to buy, or the reason given was not reliable enough! How is this final "principle", that is, the "steady state" in 6T positioning, realized? Let's take a look at the performance of different brands-Wang Laoji and Six Walnuts are typical successful brands. It is such a simple advertising language that many times everyone thinks it is easy, but it is never meaningful to actually operate it. Let's take a look at Wang Laoji's 6T content layer by layer-product: herbal tea. Very basic, no need to interpret. Ingredients: Chinese herbal medicine. It is also obvious that there is no need to say anything. Set your opponent: casual drinks. This is the Tonghua of functional drinks, because it has unique functional value and can be "unique", and it often bears the heavy responsibility of "creating a category", so in most cases, the competitors of such products are a whole other category. If it can be said to be "mysterious", the real opponent of such products is "self". Category: drinks to prevent getting angry. Pay attention to the difference between "product" and "category" here. Wang Laoji did not mention the concept of herbal tea in his initial communication, but just called for "fear of getting angry and drinking Wang Laoji". Under the fierce offensive of this "big media" scale spread, even most consumers in the north who don't know what herbal tea is have the psychology of being afraid of getting angry and having no choice but to drink Wang Laoji. This is also one of the key points of Wang Laoji's success mentioned above. If you just print "fear of getting angry" on cans and posters, it will definitely be ignored. Many enterprises say that "advertising is too expensive, wasteful and ineffective". In fact, there is nothing wrong with this idea. Every company has its own development plan and knows its own speed. As long as the products are good and change with time, there will eventually be a "bumper harvest". But don't forget that there are competitors, so sometimes we have to force ourselves to be "fast"! Fixed function: preventing excessive internal heat/relieving summer heat. The function of herbal tea is obvious. Based on this function point, the focus is on the "fixed state" of the top level. Most products are not as "lucky" as Wang Laoji, so this basic functional level still needs to spend more thought and research to "lock" the accuracy. However, the target of locking should not only be related to the attributes of the product itself, but also meet the cognition of consumers' needs, so the operation difficulty of "defining functions" has greatly increased. Steady state: afraid of getting angry. Simple three words, you can also find a way to follow. Based on the function point, "staggered thinking" is divided into two steps-"experience scene" and "concept concretization". The homework results of the experience scene mainly come from the investigation and research aimed at consumers. During the investigation, this method turns into a question, "Under what circumstances?" For Wang Laoji, it is necessary to ask consumers "Under what circumstances will they drink herbal tea?" Consumers will give answers to various "scenarios", such as when it is hot, when staying up late, when eating hot pot, when going out for an outing and so on. On the basis of the results of this step of "experiencing the scene", we can sum up some "state" demands, such as "being afraid of hot weather" or "often staying up late". Then the possibility of these state appeals is deeply analyzed, that is, the next step of "concept concretization" is still transformed into a "why/how" question. "Why are you afraid of hot weather?" "What happens when you often stay up late?" After such a continuous process of analysis, thinking and refining, a satisfactory answer to the "national appeal" will eventually surface. The function of Wang Laoji's herbal tea is very clear, and the job is not that difficult. In contrast, "scale communication" after "precise positioning" is an important decision point for enterprises to enter the market. Do you want to vote? Is it worth voting? How to vote? It seems that all bets are placed on the words appealed by these countries. This is a problem that enterprises need to face. I think as long as the boss respects the market enough and understands the market deeply, the answers in his mind will be clear one by one. In order to let everyone have a deeper understanding of the "steady state" level in 6T positioning, here is another case of new product planning. Pomegranate juice, this product is well known, but there are few brands on the market at present. When we received this project, the business owners praised their products, and we all felt the same way. Products are like children of enterprises, and children are all in their own interests. But objectively speaking, any kind of fruit has many benefits. The key is how to make consumers quickly identify, understand and accept this product when facing the public. The positioning of this beverage is functional, and at this point, the two sides quickly established a * * * sound. Pomegranate juice has many functions, such as beauty beauty, softening blood vessels, delaying aging, relieving alcoholism, protecting liver, invigorating stomach, promoting digestion, preventing miscarriage, lowering blood lipid, lowering blood sugar and even preventing cancer. However, there is no clear "popular" function like herbal tea. Enterprises have been looking for it for a long time, and they know that they can't say too much to consumers, but they can't draw a conclusion and use what point to position. The answer must be in the consumer's cognition. After a stage of market research, especially a series of research work aimed at consumers, the final data shows that the results are very interesting: pomegranate juice is the main function of beauty beauty in women's cognition; In men's cognition, strengthening stomach and promoting digestion is the first; According to the comprehensive statistics of the two groups, invigorating stomach and promoting digestion ranked first, followed by beauty and beauty. Can only be promoted by one point. You must choose between the two. After discussion, quarrel, calmness and precipitation, I finally chose to respect the results of the survey data and focus on strengthening the stomach and promoting digestion. After all, the brand added value required by the beauty function is too high, the cost of communication and guidance is too high, and the "competitors" who advocate this function are also various, so it is the best choice to position the function as invigorating the stomach and promoting digestion. 6tAfter completing the task of "setting function" level, the most important "setting state" work will be carried out immediately. The application of "cross-level thinking" is divided into two steps: "experience the scene" and "concept concretization" and "under what circumstances do you need to strengthen your stomach and help digestion?" This is another wave of boring consumer research work. Tireless inquiry, repetition, interaction, recording and analysis, after a series of "strenuous" actions, we summarized the "experience scenes" of invigorating the stomach and promoting digestion into three types: no appetite, no appetite; Eat too much and don't digest; It is too greasy to eat. According to the second series of questions: "What will happen if you have no appetite?" "What happens if you eat too much and don't digest it?" "Why are you afraid when you eat too greasy?" Thinking, analyzing and asking questions layer by layer, and then thinking, analyzing and asking questions, the conceptual ideas of national demands appear one after another and are overthrown and refined again and again. Finally got an answer that everyone can applaud. Judging from the actual effect of the market, "accurate positioning" must be combined with "scale communication". These two aspects can complement and promote each other. Even if the final "state appeal" is not 120% accurate, as long as it is matched with a complete communication strategy, good market effects can still be achieved. The premise is to respect the market, and the setting of the final state level must come from the study of consumers' cognition to ensure that the market effect can be controlled at the minimum deviation. The refining method from "function" to "state" is a process of respecting and studying the market. As long as the products and consumers are carefully considered, there is no problem that cannot be solved. About the 6T positioning interpretation of six walnuts, as well as the hierarchical analysis and state refinement of products from other different enterprises, you can exercise by yourself according to the above model and method. The above is the interpretation of 6T positioning from basic to high-level. The fixed products and components at the bottom are the basis of brand positioning, and each level has to go through a very practical market analysis. Core positioning is the "steady state" of the top level, which provides consumers with a reason or scenario for buying products, and this reason or scenario must be based on products and supported by components, which may stem from the positioning of opponents or from conceptual innovation at the category level. The most important thing is to find the state positioning demand that meets the market demand from the functional level in most cases! "Reverse application" of 6T large positioning. Enterprises can develop new products according to the reverse of this model. Many enterprises hope to improve their current product sales by expanding their product lines. Raw materials are easy to purchase, equipment is no problem, and production is not difficult, but there is no way to add what kind of products. At this time, the reverse application of 6T has a new role. First understand the market, study consumers, find a "state" that people often appear, and then contact with various product types to see if there are suitable varieties that can provide good "solving functions" for this "state". There are two special requirements for this state, namely, two standards for 6T state positioning: 1, which must be short-lived and maximize high frequency in daily life; 2. This state must be simple, and has the least relationship with physical illness and safety. The simple state has nothing to do with physical safety, which determines that consumers can recognize the functional demands of products and produce purchases; The short state and high frequency of appearance determine that the product can be consumed quickly and frequently. Take Wang Laoji as an example, "getting angry" is a state that is difficult to define. If it is not serious, if it is not sick and uncomfortable, it will often appear and be worried. So this "steady state" degree is very in place. If the state of getting angry is long-term, lasting for a month and never stopping, then you are ill. "You are afraid of getting angry and drinking Wang Laoji". You won't believe it. How does a can of drink "cure the disease"? Similarly, if the consequences of excessive internal heat are serious, it will lead to spleen deficiency and lung heat, and even asthma and edema. That is another disease, and you still won't believe Wang Laoji's functional demands. Therefore, herbal tea is a very rare category, which provides a good functional basis for "locking" status, thus achieving a brand legend and the fame and honor of many stakeholders. Life is a huge ecological field, and people have the possibility of various states. Whether you are careful and sensitive enough to understand and capture, and whether you have enough ability and methods to analyze and grasp, all determine whether the "degree" of this "state positioning" can be properly grasped. As long as the appropriate state positioning and demands are established, it is not difficult to find the appropriate "product type" and "composition" and provide a reasonable functional solution for this state. In the hierarchical analysis of Fixed Category, we also mentioned that when the audience in the north were unfamiliar with the category of herbal tea, people easily accepted Wang Laoji's state appeal with the help of the "big media" guiding ability of "being afraid of getting angry", and made repeated, rapid and large-scale purchases and consumption, which contributed over 10 billion sales to the enterprise. This is a great market miracle! That is to say, "cognition is greater than fact". As long as our "state orientation" is accompanied by "scale communication" for educational guidance, there is no need to explain to consumers what the product itself is and what the functional principle behind it is, so consumers can accept and keep buying under the guidance of "state appeal" without any in-depth explanation. Of course, although consumers will not pay attention to the "functional principle" behind the product, there are laws to follow, and the brand positioning must be based on the product itself or its composition, and meet the two standards of 6T positioning. Any positioning level in 6T has the opportunity to create strong "product leadership". For example, the original grain Dojo "non-frying" is successful in the positioning of category level. The concept of "non-bombing" class must also be based on the setting of opponent level. The biggest feature of "traditional instant noodles" is "frying", which was very sensitively captured by Gu Wu Dojo. Through the enlargement of scale communication, the brand grew rapidly. The power of capital tends to overwhelm the power of thought. The positioning appeal is too sharp. Although it can make people applaud at the marketing level, many practical factors should be considered, especially when your "challenge object" is an "industry veteran". In this respect, enterprises still need to practice hard at the level of "president's leadership". The above is a description of the successful brand 6T positioning application. Let's take a look at the lessons left by failed brands-Huiyuan Tata Beverage and Yanzhifang Grains Zen Food. The positioning performance of these two products at the category level is excellent, with very distinct planning and packaging traces. "The First Nutritive Water for Men and Women in China" and "Five Grains Zen Food" in Yanzhifang have their own uniqueness and connotation. Only by virtue of this advantage, they won wide attention in the market at the beginning of the product listing. According to the data, in 2004, the investment quota of their drinks at Chengdu Sugar and Wine Fair exceeded 1 100 million. Its personalized positioning appeal stimulated the market nerves at that time, excited enterprises and dealers. However, there is no mature consideration and research on consumers' cognition and demand, so the problem soon appears. After three months, the goods were blocked in the passage and could not flow. Huiyuan's advertising drive is absolutely sufficient, and the problem lies in the positioning level of product's "function" and "state". The ingredients of his or her drink are inositol, taurine, anthocyanin, etc. It is equivalent to the predecessor of a pulsating, screaming and activated sports drink. However, in the advertisements at that time, only the category-level concept demands of "drinks are divided into men and women", "men drink men and women drink women" were mentioned, and the value benefits that the products can bring to consumers and the "function" and "position" of drinking under what circumstances were not mentioned at all. If you don't talk, consumers won't understand. If you don't understand, you can't have in-depth contact with us. The first time you buy it is novel, the second time you buy it, you have to ask for a benefit, and the third time you buy it depends on whether you are real or not. In other words, you can't play with concepts and gimmicks, which is not worthy of long-term "communication" by consumers. Everyone "comes out to mix" for their own interests. You can't bring me practical value. You can contact once or twice, but never three or four times. Even if consumers are not gods, they will not be fools. They are "leaders"! In order to make "leadership" beneficial to us, we must first understand the preferences of "leadership", then "prescribe the right medicine" and "leadership" can be satisfied before letting go. Due to the lack and ambiguity of 6T's positioning of other drinks at the level of "function" and "state", consumers lost their focus and motivation to choose, leaving opportunities for later sports brands such as Pulse. If he (she) can clearly spread the function of "quenching thirst" and "drinking after exercise" advocated by the present pulse, then what we see today is the gorgeous picture of fashionable men and women sweating in sports and fitness places, boys drinking him and girls drinking her. Similarly, Yan Zhifang's concept of "five-grain Zen food" is very unique and infectious, and its functional definition of "nurturing people" is understandable, but under what circumstances should it be nurtured? Why? Then what will happen? A series of state refining actions failed to keep up, resulting in the lack of final state positioning and the most important contact with consumers. The confidence of enterprise investment comes from the respect and understanding of the market and the accurate grasp of brand positioning.