产品快速发展的核心是品类占位（The core of rapid product development is category share）.docVIP

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产品快速发展的核心是品类占位（The core of rapid product development is category share）.doc

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产品快速发展的核心是品类占位（The core of rapid product development is category share）

产品快速发展的核心是品类占位（The core of rapid product development is category share） There are many new markets in the market every year, but there are also many products disappearing from the market. So, how should we measure whether a product is successful? Or how can a product be successful? The answer may be numerous, such as: a unique product concept, an attractive package, a resounding name, a great idea, a huge publicity, and so on. But have we grasped the nature of the product? Have we really touched the hearts of consumers? We find that successful products often have one feature: they represent a category, and there is a unique brand that can differentiate. For example, on behalf of nutrition express - pure milk + pure fruit juice compound beverage category, on behalf of Yinlu peanut milk - category, on behalf of Huiyuan - 100% pure fruit juice category, on behalf of Orangeate - 10% - Minute Maid juice category, on behalf of orange fruit category, Red Bull - represents the functional beverage category, on behalf of the old godmother: the flavor of fermented black bean category, representing totole chicken - category, on behalf of the Orion school category, the category of European representative muffin cake...... These products and their brands have greatly won the hearts of consumers. Based on this fact, we put forward the following view: the core factor of product success lies in whether it can form a firm occupation of a category! This placeholder is not necessarily the first, but it must be a representation that matches the perception of the consumer. We believe this point of view is of vital importance to product marketing. Category reflects the essential needs of consumers To fully understand this point of view, we can try to look at it from a retailers point of view. Lets think about it: why is the relationship between manufacturers and retailers so much worse now? Why is it difficult for manufacturers and retailers to agree? Apart from the pursuit of interests,