Industry Case Warning Shoe Companies Do Not Enter "Innovation" Wrong Way

In recent years,

In fact, for mass consumer goods, innovation must be based on innovation.

To update

It has the meaning of complements, perfected, improved and better. It belongs to the category of evolution. It aims at consolidating leadership and completing consumers' mental cognition registration of brand leadership.

The most effective way to consolidate leadership is to "self attack" in order to "eliminate self".

For example, in the early days, Apple launched a new Apple 2 (open system), apple 2+, apple 2E, apple 2C and apple 3 in order to consolidate the leading position of its "home computer". Its performance is superior, smaller and lower in price.

They are compatible, substituted or even replaced.

But when you are not a leader in a particular field, you do better, and it is hard to make a brand.

In the face of a brand that has been sitting on a leading position, it is a "suicide attack" to attack the leader with a "better" product.

Wahaha is holding up the national flag to fight Coca-Cola and Pepsi Cola.

The reason is that the leadership of cola has been firmly controlled by Coca-Cola and Pepsi, and no matter how hard coke works, it is useless.

change

Change and improvement, improvement and renewal are two different things.

Innovative changes are aimed at the status quo. They are linked to old things, broken even, and subverted.

Contrast is its main feature.

Change also means repositioning the brand.

Repositioning means readjustment of cognition.

There are:

Repositioning competition.

It can be divided into repositioning and repositioning of opponents.

The former is based on inaccurate brand positioning, or based on changes in the market environment; the core of the latter is to attack competitors' weaknesses, such as Tylenol attacks on Bayer aspirin, which may cause stomach bleeding.

Reorientation of change.

We can understand subversive technology, or "disruptive" technology and related trends.

For example, the trend of health, the trend of leisure, the trend of China's aging and the trend of market segmentation.

In recent years, comfort and health have been continuously pursued by people throughout the country. The positioning of some shoe companies has changed to comfort and function.

Repositioning the crisis.

There are global macro crises and micro crises arising from product line extension and brand extension.

The global macroeconomic crisis includes financial crisis, inflation, great depression and so on.

At this time, some enterprises will adjust their position accordingly.

Create new things

The creation of new things means breaking up with the past. It is a pioneering and independent individual.

In the process of building brand, it can be understood as an innovative category, belonging to the category of differentiation.

For example, in the computer industry, there are household computers, commercial computers, notebook computers, pocket computers and other categories.

However, it is necessary to remind that innovation of new invention or creation of new things that violate consumer's mental cognition will destroy the core value of the brand without any social and commercial value.

In other words, innovation that violates brand positioning requirements and violates the law of the mental operation of consumers will destroy the brand.

We call it "exciting tragedy."

There are four main forms of expression:

Product line extension innovation.

If GM refused to give up any field, its high-end Cadillac was attacked by Mercedes Benz, BMW and Japan's Acura, Lexus, and unlimited attacks; the Buick at the middle end was attacked by local Ford and Lincoln; the low-end Chevrolet was attacked by the masses from Germany, Japan, and the local brands, Taurus, Panthers, envoys and other brands.

Finally, the government sought bankruptcy protection.

Brand extension innovation.

For example, 39 Wei Tai launched 39 beer, and there is no credibility factor, because 39 is the cognition of stomach medicine in the minds of consumers.

Integration innovation.

The failure of Wahaha "beer catechu" is at ease because it is both a tea and a beer, which is not in accordance with the mental operation of consumers.

Amalgamation innovation is very taboo for brand building, but if we add some novelty and convenience factors, it will be possible to succeed.

Other boring innovations.

For example, the installation of elevators on Huanghe building, digging up ancestral graves, chopping old trees, and brushing ancient walls are all "self feeling good" and are challenging consumers' mental cognition.

Some people say that innovation is the life of an enterprise!

But what needs to be corrected is that only when we correctly understand and identify innovations based on brand positioning requirements, correctly understand and identify innovations based on changes or create new things, fully understand and identify new innovations in different market stages, we can fully understand, identify and grasp the innovation on the basis of brand marketing and marketing methodology.

Otherwise, we will get caught up in the "wrong road" of innovation and cause great waste of resources of enterprises and society. That is something we do not want to see.