Young people renting Chinese express"; Needle "toothpaste more suitable for Chinese people"; Double Star "tires that understand Chinese road conditions better hot pot more executive email list popular with young people"; "toothpaste for women and men"; exterior wall paint "only" for the Chinese Wall". Judging from the practical results, some of the above-mentioned companies are "in reverse", some are stagnant, and some are facing executive email list bankruptcy due to excessive advertising investment. 3 Misunderstandings in the Practice of "Group Classification" Method 1.
Competitors are defined broadly Why did the above-mentioned enterprise practice fail to succeed? One of the key reasons is that there is a problem with the definition of executive email list competitors. The positioning theory is competition-oriented, but the premise is to start from the mind. The biggest problem with the above companies is that they define a broad range of competitors in a broad category. In the toothpaste market, Colgate and Crest dominate, and both are foreign brands. Therefore, Zhonghua Toothpaste executive email list defines its competitors as "foreign brands", and on this basis establishes "toothpaste that is more suitable for Chinese people".The reverse positioning of "foreign brands" is only suitable for foreigners.
Not for Chinese people. In the tire category, foreign brands also dominate the domestic market. Therefore, brands stand on their opposite sides and establish a "better executive email list understanding of China's road conditions". This logic seems to work, but in fact, the problem is very big. The biggest problem is that companies have lost the ability to think like consumers. It is the company that defines competitors as "foreign brands", but consumers will not executive email list appear when they choose. In the category of "foreign brand", "foreign brand" is the concept. Consumers will say after buying a car: "I bought a German car, I bought an American car, I bought a Japanese car".