Good products are not "made", but "born". Many people say how to create explosive products?

In fact, I made a mistake from the root. The real explosions are often "run" out of many of your products. After a period of practice, the explosions will appear slowly, and then our process of building is actually taking advantage of the trend. The process for...

We have re-understood the explosive product from the perspective of conceptual cognition. It is not a lively explosive product for a while, but a value defender and profit perpetual motion machine that grows with the brand. Today we cut into it from a methodological perspective to see how to shape it on the ground. Explosive products.

ONE

Location comes from genes

Many customers we contacted initially thought that “explosive products should be found from outside”. What do you eat now, which category is popular now, which track is crowded now, a certain dish is popular, and our family is doing well. How about I also choose it as an explosive product?

This goes against the core of the brand.

The first step in the creation of explosive products is to explore the positioning of explosive products. It comes from the team’s self-recognition genes, from its own operability and replicability genes, and does not come from external learning or external planning. Without this deep-rooted internal foundation, it would be difficult for it to stand up to time, it would be difficult for it to find its own real differentiated advantages, and it would be difficult for it to achieve 100% landing.

Therefore, we must first emphasize that through 6 system tools including internal and external research and analysis, sales data analysis, mention rate and negative review rate analysis, recommendation ranking analysis and Baidu index analysis, we can do an in-depth and comprehensive self-assessment of our own brand. Check to confirm whether your own explosive products have inherent potential genes; if there are no ready-made potential stocks, then you must use system tools to find a real explosive product that can be molded.

TWO

Selling points should be grounded

After you have the positioning, you need to make packaging for it. How to find its selling point, here you need to use methods and use "routines." Many people feel that packaging and copywriting should be done by professionals, or take a class to learn, because they are immersed in business every day, not enough writing and not enough cultural level. But the real selling point is not in the mouth of the third party, but in the heart and reputation of customers. Therefore, looking for a selling point is not to create myths, but to learn to speak. Good selling point.

Its tools are also very simple to say-common sense is just two words, but many people don't use it. Most customers think that a dish is delicious, it is difficult to tell why, but they are willing to pay for it and are willing to bring friends to eat, the common sense in this is one word-value, or two words.

Compared with delicious food, super value is a dimension that is easier to deconstruct and judge. We are here to share a case, a fat beef hot pot restaurant, where can it find its own explosive products? Ordinary people are nothing more than highlighting their own beef production area, cattle growth environment, introducing the classification of various parts, beef quality classification methods, etc., but these are professional domain knowledge, and the packaging method with it as the core is a false proposition.

They can all endorse the quality and the brand, but the real selling point in the minds of consumers is value. What do they really care about when they eat meat? It is super cool. Super cool has a comprehensive experience of multiple senses, but where is the specific cool? We asked some consumers and their description was, "The meat is very big and it tastes very enjoyable." How can customers realize this before they even see the real thing? We designed a product for this customer, called "Slap Big Beef", which is different from those sliced and sliced meat. This is a "extra value" that customers can directly compare and perceive. In addition to this, we add an endorsement technique-"Eat meat, must order at the table", which can be easily used by the waiter when recommending dishes.

This is the "human word", which can be remembered immediately, visually perceivable, and value can be realized. So our approach is to start from the consumer, from the consumer's understanding of the word "extra value" to launch the selling point of the product, and then start packaging it.

THREE

The story is not preached

After confirming the selling point, it is time to "make up the story". When many people write stories for their brands, they try to write beautifully, with a long history and gorgeous text, but in the end they find that they can't remember them, let alone the employees. The stories we write for customers are extremely simple. There are also methods and routines for brand stories. It has four key points: key people + product name + unexpected things + brand spirit

Today we have ushered in the post-00 consumer era. Their consumption philosophy and cultural structure are different from the past. Compared with cost performance, they pay more attention to value itself. The personalization of brand value has become the key to shaping the brand story.

For example, the story of slapped wonton is a good case with all four elements. Du Yuesheng, a Shanghainese tycoon, especially liked eating a wonton shop when he was 16 years old, but because of his poor family and ragged clothes, the boss mistakenly thought he was eating for nothing and slapped him in the face. After making a fortune 25 years later, he still cared about the taste, so he bought this small shop and named it "Slap Wonton". In this story, there is no preaching, no information accumulation, no terminology and data bombing, it is a simple and effective good story.

The above is the most critical initial step in the creation of explosive products: the core positioning of being born from the inside, accurate, accurate, and ruthless. A brand story with brand spirit that is sure to explode, and the selling point closely related to the value. The next job is how to make customers believe in all of the above.