Purple Cow of product marketing revolution.docVIP

 PAGE \* MERGEFORMAT 31 ‘Purple Cow’ of product marketing revolution Jian Wai SOHO: the release of Password WenLilin Beijing, Chang’an Street, International Trade due south, a white cluster of buildings stand: to build outside the SOHO. This is a 18 apartments, two office buildings, four small office room and a large podium consisting of commercial street, a live, work, entertainment, leisure and other forms of activities of the neighborhood, looking addition to account for unique location, and other items caused no 2. However, as of June 2004, Jian Wai SOHO registered a total sales of 6.05 billion yuan, accounting for CBD region in the sale of the 10 projects total sales of 13.4 billion 45% (Beijing Real Estate Information Network Data), and according to SOHO China Promotion Department statistics, last year’s promotion Jian Wai SOHO costs would only take up two 30 million yuan, less than 1% of sales, far less than other projects. What makes Jian Wai SOHO seemingly effortless access to huge profits? Focus your password Aierlisi and Jack Trout in the United States in 1972, ‘Advertising Age’ magazine was first proposed by ‘positioning’ concept. In their view, location is to the minds of prospective customers to the product positioning, it applies to a commodity, a service, an institution or even a person. ‘A key to open a lock. We do not deliberately go looking for customers, any product will have a password, there will be and it is consistent with the decoding. Password’’ ‘is a Pan Shiyi and Zhang Xin of product positioning, or we can use that’ password ‘is called SOHO (Small Office Home Office). ‘When you use a key to not open the lock, do not strenuous, it is your password wrong’, Pan Shiyi with some magical expressions that conform to the current Chinese economy as the most dynamic small private companies quickly growth in demand, built outside the SOHO has found its most powerful buying group. In 1999, when Pan couple began to consider new items