Two points to measure the selling point

Selling points are the vanguards that impact the perception of consumers, reflect the company's strategy, embody the core value of products, and are important factors that determine the success or failure of products. The success of a star product is often accompanied by a precise Slogan (slogan), such as "fear of getting fired from Wanglaoji", such as "usually using the brain to drink six walnuts."

Each product embodies the company's financial resources and energy and expectations of the market outlook, but many companies do not buy the selling point proposed by consumers, companies do not know where the wrong. Fuk Lai believes that for the popular food and beverage products, companies focus on whether the selling point has market effectiveness from two aspects.

First, whether or not to seize the keywords of expression category value

The purpose of branding is to occupy categories and represent categories. An important marketing task is to grab the most important category value keywords and turn them into the most salesable selling points.

If there is no boss in the category, your brand must seize the most important value in the category because the most important value can capture the most consumers. If you can't start first, you're giving away the big market. The biggest value of carbonated drinks is cool, Sprite maximises the value of this category with “coolness of heart and heart”, the first good feeling of eating chocolate is silky, and Dove uses “silk feel” to directly occupy; Pure Water uses "27-layer purification" to seize the key value of "pure" pure water. Obviously, as pure water, what is the value of a larger category than "net"?

If you are a latecomer to the market, you don’t have to panic, because there are many aspects of the value of the category, and the market’s latecomers should avoid the leading brands’ sites and find the core value of the category’s core value in the second and third place. It can also achieve breakthroughs and even go-ahead. Master Kong Braised Beef Noodles “is this taste” occupies the most important taste value of instant noodles. Today, Mai Lang digs from the value of noodles, innovatively creates a “surfacing” and achieves a breakthrough. If you eat a lot of good things, you will also feel tired. After many years of silence, the instant noodle market has re-emerged with the taste of “old altar and sauerkraut”, and it is on an equal footing with Master Kong.

Finding selling points, pursuing differences and novelty but not deviating from the main consumer value of the category. Too far from the opponent and to make a difference for the difference, resulting in a deviation from the value of the category value, will not be worth the candle. This is why most of the selling points of the leading brands do not seem new and practical, but the reason why some “emotional drinks” and “heart drinks” such as novelty seeking are rushed out of thin air.

If the market enters the stage of excessive competition, the main value of the category will be exhausted. At this time, it is necessary to add new value to the product through human product innovation.

Second, whether they are expressed in a way that they can perceive and interest from the perspective of consumers.

The selling point is correct, but we must say it well. To change the position and tone, the perspective of speaking should be transformed from the enterprise to the consumer, expressed in a way that consumers can perceive and interest, so that consumers can resonate and recognize. This is in line with the positioning theory and seizes consumers' mental resources in the same way.

It is not wrong to promote the advantages of the enterprise and the product, but it should be transformed into the perspective of the consumer. Many companies are immersed in unilateral talk of confidence and love for products, such as what products have won awards, and how advanced technology has been used, but they have not been transformed into consumer interests. Consumers feel that the "good" of your product has anything to do with me. Huiyuan once used "aseptic cold filling" as a selling point. The technology is indeed very advanced, but consumers do not feel it. He is not an engineer, he does not understand and does not want to understand.

Many people attributed the success of the nutrition fast line to the grabbing of the consumption opportunity of breakfast. This is only a superficial phenomenon. The real important reason is the core value point it refines - "nutrition", and consumers recognize this. nutrition"! There is "nutrition", and meal replacements, including the establishment of breakfast on behalf of them, have achieved the status of the rivers and lakes of the nutrition and beverage boss. Yuehuo said that it is “authentic and non-additive”. It is completely self-talking from a corporate perspective, not to mention a similar selling point. Huiyuan has said that the enjoyment and health value that products can provide is vague and difficult to perceive. How can consumers be able to Joyful to pay for high prices.

Expressing selling points in the language of consumers can quickly bring consumers closer and reach people’s hearts. Fulai is tailor-made for the Moon and Shushou Jingbao granules, “it is not painful, easy for months and months,” not only starting from the consumer's feelings, but also using their language expressions, and the sales are quickly pulled up. This slogan even became popular. language.

The expression of selling points requires creativity, but it is by no means a broad-minded approach. It must be based on products and technologies, guided by tactics, and centered on consumer experience, to seize the most important category value as quickly as possible.