It is a feeling of detachment to write this article. I finally understand what Chinese marketing should do and how to make a product. China is a special market country with a certain kind of complex. Although it is a large area, it can be classified as a saying. Marketing, who can make marketing more easy to understand, who is the king of the market, but also understand why beauty likes the beast, because the beast is very simple and direct, beauty does not have to worry too much to ponder what, in the final analysis is The simpler the easier it is to be accepted, and why the Chinese economic experts are more welcome than the marketing experts, because the economic experts are very simple, only study GDP; CPI, and more and more marketing experts like to make things complicated and do People don't understand, so the public's ability to accept is limited. Really a good marketing expert, what he does should be understood by the public, can understand, speak plainly, understand clearly, use the easy, simple.
From the Spring Festival Evening, we can see that China's development stage is now 900 million peasants, and the two people in the Northeast have once again become the protagonists. It is not accidental but inevitable, because he is easy to understand.
Regardless of Zhao Benshan and Xiao Shenyang, they all use the more common things to express their works. China is more able to accept these works as peasants, and this influence is declining from north to south, which can truly be used as a consumer performance. Spring Festival Evening has to be said to be a product. No matter what people say, go against it, he is indispensable. The reason is that the public likes to watch, the public can't live without him, and as long as the Spring Festival Evening, there is no need for a two-person performance.
The small Shenyang, which also got up in the Northeast Heavy Industry Zone, and the United States, who used to be in the heavy industry, had a commonality. The scorpion Amu was popular in the United States no less than the small Shenyang, which shows what, although the two turned to perform. The form makes people feel very vulgar, but it goes to apply for the big custom, that is, the elegant statement. Similarly, we look at a large number of companies in China that are doing products, but there are few real successes. The reason is very simple. The products are too elegant, and can really comprehend. There are very few, it is undeniable that when I did not study the two-person marketing, I was making mistakes. I always wanted to pack something very beautiful. It was a very elegant thing. Let the consumer look at the dizzy project. Yes, melatonin, Wang Laoji, etc., because they are popular, they are easy to understand, they are direct, they are obvious, consumers can understand, use the reality, their products will speak, will let consumers understand, and this is the complex The status quo in China is the vast majority of the people, they come to buy a lot, is a real consumer, read that they are wealth.
Because China is a high-ranking person, wealthy people have a peasant complex. They are all expressed in something more common. You can list a Chinese-style product success formula for this product, product success = product positioning + product complex + product function + product slang + people's taste + appropriate channel
We are looking at Ctrip's success, such a project, the formal application of the above formula
Ctrip = business traveler + collective feeling (large family) + convenient and fast + Ctrip business travel effectively saves travel costs 25 percent fee + anyone can use business travel (popular) + (railway, aircraft cooperation channel manual sent)
Because a good project and product in China must be partial and comprehensive, when the product can not be directly applied to a group of people, it will happen to be nondescript. In many industries in China, products can be first-class products. But afterwards, it is just that there is no insistence on the choice of the crowd. It is like having a lot of blind date. He (she) does not choose among the people in the same group, but instead chooses different people, so it is difficult to choose this massification. Because the marriage is suitable for partialization, the popularization will die, so what kind of products are suitable for the public, what kind of products are suitable for the part, and what kind of products are suitable for the first category, must be tried when making market choices.
At the same time, I personally feel that China is not suitable for marketing consultation. It is destined to be a failure. It is because the environment of our company is the same. Don’t want to find an entrepreneur who can read you. The thoughts of Chinese entrepreneurs are all Ancient level, entrepreneurs and experts are the relationship between Jun and Chen. When I didn’t catch up with you, it’s called thirst for thirst, and I’m chasing it. It’s called the same bed, so I don’t believe that China has outstanding entrepreneurs. It’s accurate to say that it’s an outbreak.
Second, if you do it, do it, your result is to be quickly abandoned. The reason for the abandonment is because some people in the enterprise are not willing to change, to get rid of you, you can't, say you have no level, so go to Chinese companies. Do marketing consultation, you are taking a lot of effort, because China itself is not suitable for the growth of this group of experts, I personally recommend learning English well, go out, just like a transfer, go to foreign institutions to exercise, less China needs twenty Only a few years later can accept the existence of marketing experts. Currently, it is an economic expert. I watched many consulting organizations say how they succeeded. In fact, they have more psychological problems. They lie to themselves. Of course, if our government supports it, it must be different. If you don’t understand it in China, just like Liu Chuanzhi’s failure to understand the financial crisis, China has such a big market in the world, but Chinese marketing experts have no place in China, they don’t hurt, they don’t love, they’re alive, go Studying your own real things, one day, people will know who you know, or maybe, when you leave, everyone can remember you, miss , Let him go
But the essence of marketing is in the bones and in the blood. This is enough. It is enough to sing the two of them and do their own professional performances. Just like Master Sheng Yan said, accept him, admit him, change him.
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