1. Point 1: Don’t try to solve a problem that doesn’t exist
"New generation" products should come to solve a problem and make up for the shortcomings of "previous generation" products, which are not only the interests of the products themselves, but also the status symbols of young consumers.
Pepsi-Cola makes up for Coca-Cola's too traditional and too old-fashioned cognition, and provides an identity label for young people.
The introduction of the iPod made the Sony Walkman obsolete, and it solved the problem of insufficient MP3 capacity. In 2000, the Sony NW-E3 was launched with a capacity of 64MB. In October 2001, the iPod was officially released. Its capacity is 5GB, which can hold 100 albums, which is 80 times that of Sony MP3.
Booker executives participated in the "Unicorn" event we held, and we added WeChat to each other, a message I saw in WeChat Moments. At the beginning of 2019, Booker released the "new generation" interceptor hood, and announced that it will be spread through CCTV advertisements, channel advertisements, and online media coverage.
At the same time, Luo Bing, CEO of Booker Kitchen & Bath, regards it as a pioneering product that best reflects Booker's "designer brand" spirit so far, and is hailed as the industry's first differentiated product. Range hood.
In our opinion, this differentiation is not enough to make consumers abandon their boss and Fang Tai to buy Booker. What problems can Booker's "new generation" interceptor hood solve for consumers? Through the advertisement, we learned that this so-called "new generation" interceptor hood can intercept the fumes above the face. This feature is optional for consumers.
A year later, the sales volume of JD.com showed that the total sales of Booker's 9 products did not exceed 1,000 units. The sales of the same 9 products exceeded 500,000 units of the boss range hood, a difference of 500 times.
2. Point 2: Do not violate cognition
Creating a "new generation" positioning concept is divided into two types. One is that the category is not redefined, such as: a new generation of cola, a new generation of electric cars, a new generation of tea drinks; the other is to redefine the category, which is also equivalent to creating a new category , Apple defines a new generation of MP3 as iPod.
There's nothing wrong with companies redefining a new generation of products. Defining a new generation of products is not about technology, but from the perspective of consumers, with the ability to restore common sense. Technology leadership is good for product development, but it's a pitfall for defining it.
The definition of a new generation of air conditioners as light wave air conditioners is an obvious technical trap. In 2005, Galanz applied light wave sterilization technology to air conditioners and named it: light wave air conditioners. This technology is very advanced, but because of the problem of product definition, it has never been welcomed by the market.
10 years later, Haier applied high-temperature sterilization technology to air conditioners, defined the category as "self-cleaning air conditioners", and the customer value was "high-temperature sterilization, quiet enjoyment of healthy and good air", and the products were very popular.
A new generation of ceramic tiles is defined as porcelain tiles; a new generation of water heaters is defined as a heat pump. These are sophisticated techniques, not easy-to-understand information.
In today's information explosion era, if the information disseminated by a company is contrary to consumers' cognition, the mind will block it. The problem with this type of "problem product" is that it violates the perception of consumers. The perception of light wave air conditioners is negative, and the perception of heat pumps is an industrial telemarketing list product. Therefore, no matter how much money a company spends, it is impossible to implant "porcelain bricks" and "heat pumps" into the mind.
3. Point 3: Incorporate new elements in a timely manner
Be warned, businesses that successfully create a "next-generation" positioning concept don't sit back and relax, otherwise, your product will quickly wither and go to the grave forever.
The new generation will always be more challenging than the previous generation. With the change of time and the accumulation of cognition, the post-90s become mature and stable, and the name of the new generation is given up to the post-00s. If the product is behind, they will question why you are using "new generation"?
Timely absorb new technologies and new concepts, so that products belong to the trend of the times. Otherwise the new generation becomes the previous generation. The reason why Pepsi is not outdated is that Pepsi constantly injects new elements into the brand, namely: constantly replacing young stars to endorse products.
By constantly introducing new generations of products to eliminate existing products, Apple finally makes its products long-term in the youth