“Consumers are unwilling to pay a premium for more than they need”

Before reaching the critical point, every performance improvement can greatly change the user experience; But when the critical point is reached, and then continue to upgrade, Most ordinary users no longer experience any more benefits and no longer pay the premium.

The competitive logic of blindly pursuing better performance, lower prices, and more powerful channels than competitors is now invalid.

Link new technologies, new supplies, and new channels to find new groups of people, new scenes, and new consumption trends. This is the competitive logic behind the rapid rise of new consumer brands.

The era of super large items is a thing of the past

The explosion of personalized and niche demands

All kinds of people want to express themselves through brands

Updated consumption concept

A more convenient experience

more health conscious

Updated application scenarios

Better value experience

Price band does not mean value band

Find your own value zone and live well

Find your opponent's weak point and launch an attack? wrong!

What you need to find is the weakness in the strength, and use your strength to make your opponent unable to refute.

Is competition just about grabbing share? wrong

Find new groups of people, new needs, new scenarios, etc., and create new incremental markets

Can you win if you are taller, faster, and stronger than your opponent? wrong!

Get rid of the involutional thinking that everyone is better than me, and find your own differentiated advantages.

Determine the target: What do I want consumers to compare the product with?

Create conflicts with competitors, stand on their opposite sides, create conflict and demand.

Point out areas that were obviously unreasonable before and break consumers’ original inherent perceptions.

Under the general trend of consumption upgrading, facing more skeptical young people, we can use the technique of reverse positioning of competing products to make them doubt the old ways.