"Go Against The Other Side" And Shoe Enterprises Should Learn Horizontal Marketing.

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With the emergence of new products and new brands, the market is constantly broken down. How can consumers choose their products in many products?

In fact, the problems encountered by Ding Lu Sheng are also a common predicament faced by Quanzhou enterprises at present. The original market is getting smaller and smaller, and enterprises are looking for new breakthroughs.

How do you go on the way? "Standing on the opposite side of" enemy ", you find it.

It is better to ask for nothing than to be completely different.

"In the past, enterprises used more vertical.

Why do many brands become deadlocked in competition? "Because we think like others."

Ye Maozhong said that horizontal marketing is to constantly break the original way of thinking, break the boundaries of product categories, and revolutionize the definition of a new market with original products.

If we can not produce original products, we must learn to give new functions to old products.

"Once the market and competitors are chosen, then we must go against our competitors in marketing thinking."

Ye Maozhong said that instead of trying to be better than competitors, it is to distinguish it from the other, which is lateral marketing thinking.

"For example, we observed that the" fast era "office workers were in the" sub-health "state for a long time, and realized the huge demand of the market for functional shoes, so as to build the walking shoes, which is the use of horizontal marketing.

Insight into real needs to solve consumer conflicts

"The essence of marketing is to study the needs of others.

Instead of simply observing what others say and do, they want to explain why this is so, "Ye Maozhong said." good insight can clearly explain or reveal the real needs of consumers.

"Brands that can solve conflicts in life will attract consumers to spend more time and money."

Ye Maozhong believes that for enterprises, we need to dig out such conflicts and resolve conflicts so that we can find market demand.

For example, for female consumers, when they want to improve their skin, they also worry that chemical cosmetics will hurt her skin. This brings opportunities for the birth of natural cosmetics.

Insight into consumer demand is the basis of horizontal marketing. In the case of fruit candy market segmentation has been extreme, yak V9 through the combination of candy and vitamins two concepts, to meet the consumer's health needs, so a brand new vitamin candy category was born.

This goes beyond the competition of candy, creating another market space between vitamins and sweets.