How to break the fate of "short-lived" drinks!

It is said that in the United States, the success rate of new products is only about 40%. The success rate of the new P&G new products listed on the market can reach 64%, while in China, the success rate of new products is below 5%.

In China, an average of one new product is introduced to the market every half hour, and at least one product is withdrawn from the market. Of course, it is not necessarily a new product to exit the market. However, there is definite evidence that the new product's “death rate” is 95%. the above.

However, the Chinese business community is still inspired by irrational emotions, marching courageously forward with the spirit of “predecessors” in a fearless spirit. What about the 5% chance? Who can guarantee not me? Or simply cover their ears and robberies, they do not care about the survival rate of new products. As a result, the chance to overcome the calm, the confidence of the overwhelming surpassed the rational spirit!

In the beverage industry, this trend is even more pronounced. It is not just the majority of small and medium-sized enterprises in China. Even industry tycoons such as Coca Cola face the same problem of new products. "Heaven and Earth", "Tea Research Workshop", "Hurricane" and so on are all proof of the fact that death is indiscriminate.

So this has to allow us to think about another problem, "to work for people, to get things done in the sky." We only need to do our best on personnel, but have we ever wondered if this accomplishment is in the “day” of heaven and we understand the natural law of “heaven”? If we do not understand what the "Heaven" is all about, do we call for personnel?

In fact, as a beverage, you don't have to worry about no one buying it on the market, and your primary concern is whether someone will continue to buy! Just like most people, what you care about is not whether you can have children, but how you can teach a child well and develop him into an upright man. It is much easier to have children than to nurture children. As long as you are a normal person, you can bear children, and you must cultivate a talented person. This kind of work is probably a matter of honour and sanctity.

As a new beverage, as long as you appear on the shelves, it may cause consumers to buy, even without advertising, consumers instinctively out of curiosity will try. why? Because the involvement of buying a bottle of beverage is too low, the cost of a trial is too low, only a few dollars! It is not buying a car to buy a house.

After the new products are put on the market, there will be lots of consumers trying. At this time, you will see sales increase. You will be overjoyed. You will say, "You see, I was right in my imagination? Is my idea right? Packaging is also reasonable?" At this time, all you see is the word of beauty, praise in the industry, dealers praise. So you burst into confidence! So you increase investment, increase production, dealers also large quantities of goods, you will even increase advertising projections. You were already waiting for more success. However, the next reaction did not proceed as you expected. The sales of the product slowed down until it became sluggish, so the channel required you to maintain sales. You have to resort to promotions and buy one get one. Although you have no profit, you have finally solved the problem of unsalable sales. However, the following problem is even more serious. When consumers have already bought your product at half price, they are even more reluctant to buy it at the original price! Then faced with more serious slow-moving, finally only withdraw the goods, or wait for the product to die out naturally. Take advantage of prosperity, defeat and return!

A tragedy similar to this is not just a company that is performing, nor is it a rehearsal. It is repeated many times.

Speculative shortsightedness Why does our country's new product have such a high mortality rate? Is our person not smart? Is our product not good? maybe! But I think the most fatal defect is the domestic "business-oriented" speculative operation! This short-sightedness has created a tendency for the enterprise management structure and performance evaluation system to “focus on short-term interests.” To do business in China, in many cases, "one-click deal" can be profitable.

According to someone in private, "China is so big. When every 10 people last time, every 100 people, even every 10,000 people last time, I get rich!" Essentially doing market in China, many people are facing "prisoners." In the "dilemma" theory, the eagerness and quick-motivation mentality make us focus on a profitable mode of profit, profitable mode of betraying each other's interests. This is like why we always receive those fraudulent messages in our mobile phones. Of course we will not be fooled, but you think about it. There are only 10,000 people and even one hundred thousand people who have been taken in. The liar will have a chance to win! First, use probabilities, followed by a "one-click" sale to make a profit.

Of course, this kind of profit is based on a "single" high profit to get! If a bottle of beverage sells for 100 renminbi, I believe that even if the drink was bought once per person, it would be mad! Even if one person in every 10,000 people is captured once, he can earn madly.

Unfortunately, beverages are a thin commodity. You can't count on profiting from a single purchase, but speculative inertial thinking often makes us forget about this. If you think that you can sell at the very beginning, you will be successful.

This is a completely different mode of thinking. One is a short-term instant profit model, and the other is a long-term cooperative model. Therefore, when you use the “big smoke” seasonal profit model in the “tree planting” industry, it is doomed to failure. Short-lived drinks are inevitable.

Therefore, if we want to make our beverage brands cross the "short-lived" life cycle, we must first change our consciousness. From the "prisoner's dilemma" theory, we learned that the beverage business must adopt a model of long-term cooperation with consumers in order to be able to continue business in a sustainable manner, so as to make beverages live longer, in order to obtain real benefits from this long-term.

The principle of flying kites We must also learn from the microscopic side how "short-lived" beverages actually died, and how "long-lived" beverages are alive. Here we share the "Kite Flying Principle" in the beverage.

Everyone who has passed a kite knows that the higher the kite fly, the longer the line will dare to go. If your kite flies low enough, you will put the line up. At this time, the kite is usually very easy to fall. Therefore, If you have mastered it, you will find that the key to the problem is not how you put your hands on the line, but how to make the kite fly higher.

Things in the world are often intrinsically linked. There are striking similarities between the marketing of goods and flying kites. Special high-speed goods are those with high reuse rates. Clearly confirm this point.

Taking tea products as the research object here, we interpret it to everyone. The promotion process of products in the market is strikingly similar to the kite flying.

This is a survey of tea research conducted by a well-known research company in China. However, we cannot see the hidden rules in the design of this survey form. We have replaced this picture with a coordinate chart to make it clearer. The "Kite Principle" is hidden.

We make people who often consume certain products become “customers,” and occasionally call consumers “participants”.

From this figure, we can see that the vertical axis is “frequent passengers” and the horizontal axis is “frequent passengers” and “participants.” In other words, the vertical axis represents the regular buyers and the horizontal axis represents all buyers. , Then we can understand the meaning represented by the slashes in the figure. The steeper and steeper the gradient of the slash flight, the more “frequent passengers” it represents.

At this point, we have made it clear that the vertical axis represents the height of the "kite". The trick to flying a kite lies in its height. In this map, all the embarrassment of product promotion lies in the quantity of "frequent passengers". Where does the quantity of "constant visitors" come from? What about? This is the total number of passengers from the horizontal axis. Now, for example, there are 10 first tryouts for your product. After the trial, 4 people liked the product and tried it often. It became a regular visitor, and the four individuals came from 10 tryouts. Then there were 10 new tryers. After they had tasted, 4 people retained their use.

If someone's product 10 tries to retain 6 people, then the person's product promotion "kite" is higher than you, maybe the person's product is a "big category" of goods, and your product is "Category".

Now let's talk about “flying kites.” As we said before, the key to flying a kite is how to make the kite fly higher. When your kite rises linearly and the proportion of regular passengers is high, you can boldly defend the line. Line, the higher the kite fly. Otherwise, if the kite doesn't fly so high, you will put a lot of lines. As a result, we all know that after you put a long line, the kite suddenly fell, so you could not only make the kite fly higher. You even took off the kite. There may be no more. You only have to take the line and start from scratch.

This makes us think again, if your product has sold a round, if can't keep more "repeat customers", then this product will soon disappear from the market, think about it! How many products in the country are like those flying kites that are not flying high. After buying them for a while, they will disappear forever. Of course, there are many domestic businesses that are destined to deal with "one-hit" transactions. There are so many people in China and there is such a large market. I can't sell here. I can exchange a market to continue the "one-stroke" sale. For this kind of "pigeon" operator, I remain silent.

Well, we continue to put our kites on. For an outstanding kite-flyer, we remain highly vigilant. If this commodity is introduced to the market and cannot win more “repeat customers,” then this product should not be pushed because The longer your kite line is, the more likely it is that the kite will fall. At that time, your line will be more tired.

Promotion will only make those goods that are more viable and grow stronger, and it will also make those products that are “weak and unreliable” die faster!

In the tea market, ice tea is the most outstanding category in tea. We see that the ratio of regular customers and total guests knows that 45.5 is 83.5, and 53% of regular customers occupy half of the total passengers. This is not easy. . Looking at the second major category of tea: green tea, 36:74, and 48% of regular customers, there are also nearly half of the regular customers. Why is there a gap between the total sales of green tea and iced tea? That's because green tea is relatively young. It is later than iced black tea. It has a lower total consumption than iced tea, but it does not matter. Green tea is still promising because it is in the same line with iced tea. The red line in the above diagram of the takeoff line, while ice green tea, milk tea, and oolong tea, from the outset, seemed to have their own fate, because they are the yellow lines in a “take off line” map, and of course they are still a small category. There is value, but for businesses, these products may be "hacked to death" may be great, because the same "flying" will make those "big categories" fly higher, then there is no reason to cultivate these " Fertilizer "will not see long weak seedlings?

They or as a "furnishing" has its own vanity to satisfy merchants' "complete products". In the Boston Matrix, iced tea will be called "Taurus", green tea will be called "star", and such products will be called "Gold Dogs". In fact, these "Gold Dogs" are dispensable, and the confidence of business promotion is often determined by the performance of the product itself to increase or decrease the promotion, so "Fu Shen Fu Shen also raises blessings. ". The goods themselves perform well, the confidence of the business promotion is great, and the promotion efforts are also large. This "star" has dominated the party since then, and those "golden dogs" are worse. One day, it may be degraded.

For fast-selling products, there are only two ways to increase sales:

First: to increase popularity Second: to increase the frequency of use Usually the frequency of use is more difficult to change, but it can not be changed, we will talk about this issue in the back, here to talk about popular issues.

To increase popularity, we must be cautious. This kite-flying phenomenon tells us that we should not raise popularity casually. If your products cannot retain repeat customers, you should not push them.

That is, if the kite is not flying high, why would you just leave it? The longer the line is released, the easier it is to fall.

It's really easy to increase popularity. You can streaking to get the attention rate, but you're counting on how many people like you!

After you are satisfied with your streaking attention, think about how to face the future life!

How to live a long life?

The question now is how to make your beverage brand stand up to repeated consumption, instead of allowing consumers to taste once or twice fresh and never look back.

New products are a temptation. This temptation is very easy for us to go to extremes. We always try to make new changes and make our products full of creativity and radiance. I wonder if this is a dangerous move, because the more distinctive your products are, The more likely it is that consumers will discard after trying once!

“The old hibiscus flower, today cut off the grass, to color others, how good can it be?”

If your product is based on product features, you have to be careful about this kind of characteristic product modeling. I used to treat it as a "specialty dish," and likened Coke, a product with inconspicuous features." Home cooking." Do not think that you are a home-made dish, you are complacent, if you really open the restaurant, your single-time gross margin is high, you can be proud of your "specialty", but when you are in the beverage industry In time, you have to be ashamed of yourself as a "specialty dish!"

Because you are a drink, you can't get a substantial profit from a single purchase. We know that "specialties" are delicious, but we have a very small chance of eating. "Home cooking" is not good, but we have to eat everyday. dish". In our “draw concept drawer”, we will invisibly classify Coke as a “home cooking”, and we will classify other products like beer tea cool as “specialties”, such as products like beer tea, a We will try it on the listing, or you will try 2 or even 3 times, but you definitely won't keep drinking. When we try the cool tea and we see it on the shelf again, we will say : "I've tasted that thing!" and went back to buy our coke.

What caused us to classify "Coke" as "home cooking" and often buy it, but also what caused us to categorize beer as a "special dish"?

We have found a pattern of this: if you focus on the product, you may create a "specialty"; if you focus on the consumer, you may make a "home cooking."

Modern marketing has more than once put forward “aligning with consumers”, and the simple truth is the most difficult to understand! Our more understanding is that we look at products from the perspective of consumers. In fact, this kind of interpretation still focuses on products and ignores consumers. Or such an interpretation is reasonable in the past few years. But it has been OUT today! We must completely abandon this point of view. But you should completely focus on the consumer, and forget about your product for the time being!

In an era of excess products, each product has its own selling point, but if you look from the perspective of consumers, you find that the problem faced by consumers is "conflict confusion." It seems that every product is good, if "Every product is good," how do consumers choose? This naturally puts the focus on consumers again - that is more suitable for me.

Which is more suitable for me? Consumers must make judgments on themselves, and we know that people are the most difficult to judge on their own, so businesses are obliged to help consumers judge themselves, regardless of identity, status, time and space, habits, and feelings. Businesses are required to help consumers judge.

Your product should stand on the consumer. For example, if your product is fresh milk, you don't need to say what you are. You have to say "Breakfast is the best".

Because consumers can cross your milk brand, consumers cannot cross their breakfast habits. When your brand establishes a strong relationship with breakfast, your brand will not be forgotten by consumers once and for all. The product has a life cycle and will die sooner or later. The brand will not Dead, because the brand is rooted in the consumer, when you no longer appeal for what your product is, and when the brand is rooted in the consumer, your drink will naturally last forever.

Now we know that we should root our brand on consumers, not what we are. So how do these famous brands usually do?

We believe that there are two main types of practices for the time being, and these two types of practices are beyond the reach of consumers. Just like the "home cooking" we eat every day, you can't avoid it.

One is the language school, and the other is the timing school.

The representatives of the language school are: Coca-Cola - cool; Sprite - cool; the essence of these brands can be described in one word, Cola no longer says what he is, Sprite does not need to say what he is, they are all around The consumer feels to describe your brand, you can not cola, but you do not want to "cool", you can not Sprite, but in the summer you do not want to "cool." When Cola and Sprite built their brand in a single word, they were doomed to immortality. Because there is also a secret in psychology: human thinking is to use language to think. As long as you think, you can't shake these brands. It's very hot and you are very thirsty. In your brain, words like "cool" appear. The solution to the problem is self-evident. At the same time we often think of this term, and the frequency of purchases will increase. This also solves the problem of purchase frequency. Let a small class become a big category.

We all know that "material is rare," and limited resources are the most precious. When you compare it, you know that the language vocabulary is limited, the product is infinite, and the word cool, you find it difficult to find the second third. One, and the products on the market are more like rivers.

Smart merchants, rush to seize these limited resources! Don't fall into the illusion of the product!

The representative of the timing school is: Red Bull - sleepy and tired! Wang Laoji - afraid to get angry. These brands do not describe what their brand experience is, but describe an opportunity. These types are typically focused on consumers. Consumers do not know which product is better. When businesses help consumers judge their own After the state, and the consumer has clearly judged his own state, of course, he knows which product is more suitable for himself, not the best, only the most suitable! This is the portrayal of this type of product. Of course, these brands are also “home cooking” that consumers can't get rid of, because people can't get rid of these “times” and “states” because when you are always tired, you are always afraid of getting angry. Crossing does not pass. And these brands are firmly linked to these "times", and as long as you enter this state or timing, you cannot cross these brands. Wang Laoji is the most typical of this aspect. "Under the fire" is the "specialty dish", because this functionality is doomed to not eat it often, it also affects your frequency of use. And when there is one more "fear" word, it suddenly becomes "home cooking". When will you not be afraid to get angry? Especially when you are eating.

In comparison, you know which beverage brands can live longer and which beverage brands are doomed to be short-lived.

15 nutrients, can the product continue to buy it?

Five and a half lemon VC can make the product continue?

To be honest, these products have been very successful, but they have short-lived genes. Their foundation is on the product, not on the consumer, so sooner or later they will all be retired.

To buy a product is to buy a specialty, and to buy a feature, it is doomed to escape the sorrow of the "specialties"!

Regardless of "language" or "timing", we know that these resources are limited. You must be the first to go for a cybersquatting. Whoever runs fastest will occupy the most valuable and limited resources. . Don't be obsessed with your own products!