Chen And Chen Design Chairman Chen Guojin: No Positioning, No Necessary Design.

On the morning of September 17th, the 2014 annual conference of China's cross border e-commerce and the fourth annual meeting of the maritime trade association was held in Shenzhen.

Chen and Chen design Chairman

As a guest speaker, a keynote speech on "No location, no necessary design" was shared at the scene.

Reporters recombed the record of the speech at the scene and published the highlights to share with you.

The business pressure we face today is no less than that of any other country in the world.

Many enterprises are wondering what the real competition is in the field of electric business, and where are the emerging things? What are the standards of competition in the traditional foreign trade channels?

When we talk about brands, we may be a bit high. In fact, all brands can be successful because they have good design orientation.

Positioning and brand have a strong relationship before they can get certain recognition.

The design of any category, especially in the field of electric business, is the first thing we need to study, because there is no positioning without competitors and there is no reference body.

At present, the competitors are basically not very clear. Subversive, cross-border and highly differentiated, if we do not do business to capture the current competition pattern, we will not be successful.

The biggest difference between today's competitive environment and the past is that we must manage the recognition of potential customers.

No matter how complicated the matter is, we just need to study the brain of the human being. We must design the brand around the human brain especially when the Internet and mobile terminals are so developed today.

In the successful way, we basically do it with this rule. No matter what words we change, the essence is invariable.

At the same time, to do a good job in brand positioning, we must learn to give up some things.

We have seen many companies. When they mention products, they can say hundreds of items, which is sad because there is not so much energy and opportunity to do so.

In fact, every marketing and design of a product, you put in the cost and dedication of energy is not able to do other products.

Here, I strongly recommend that you read "the five laws of mind". Now China is in the stage of intense competition, and the competition battlefield has gone through three stages: from the initial Factory era to the market age, and today the product surplus era turns to the mind of customers.

In the age of mind, the essence of competition is not product competition, but competition of cognition.

Only by knocking on the door of consumers' minds can enterprises' products be accepted by customers.

Positioning and design require simplification of products, instead of trying to change the minds of today's customers, and make a product carefully, so that customers can remember your brand.

How to design a better product? It should be from the perspective of the consumer, because the consumer is thinking with the category and using the brand to make the decision.

The key to any brand positioning and product design is to understand and acquire the minds of potential customers.

In the moment

With the popularity of mobile communication today, if the product fails to do this, the potential customers will not be able to achieve, so there is no need for products.

Huang's classic quotations:

First, becoming the first is better than the best.

Second, cognition is the best.

If there is a new product, we must first jump out to do it, which is easy to get the chance of success.

In order to reach international level.

The matching of design is very important. The support and support of positioning can get the mental recognition of customers. Therefore, we must become experts if we want to assemble.