What is the concept refinement?
For planning, the concept is crucial.
Concept is one of the basic forms of thinking, reflecting the general, essential characteristics of objective things. In the process of understanding, human beings draw the common features of the things they feel and generalize them into concepts. For example, extracting their common features from things such as white snow, white horses, and white papers leads to the concept of "white."
In a sense, the premise for companies to create markets is to create concepts. If a concept is not mentioned, then the user will not know what you are selling. For example, Haier's concept of “all-digital all-media color TV†has been attacked by many people including other manufacturers since its launch, but this product has passed the appraisal of relevant departments. Although this concept of "all media" is not necessarily exact, the concept of this concept is obviously a kind of market-dividing behavior. When Haier’s boss Zhang Ruimin came to Hong Kong, at the evening party held by Asia Weekly, Phoenix TV host Yang Lan An interview was accompanied by the deputy editor-in-chief of Asia Weekly. The deputy editor-in-chief said: "I have no contact with Haier in the past. It is such a day or two of contact. I feel that Haier has a hope for this enterprise. Why? Because this enterprise has a concept."
In the United States, some Americans say that you see that our US listed companies are losing money, but the stock price is very high. why? Because we can convey a concept to you. The following words are: "My company is losing money now, because the reason is that I am using a huge amount of money to develop new products. Once I develop it, how can I do it in the world?" This is hard to say. But one message he conveyed to the shareholders is that the company is very stamina. However, after Chinese companies have arrived in the United States, they are nothing more than "I am a coal enterprise" and "I am a steel enterprise". Such enterprises are everywhere, and have not said that this enterprise is different from other enterprises. I can't say it myself. How do shareholders know if they should buy your stock?
For a product, the product concept is actually the selling point of the product, the external performance of the core value of the product, and the more important product information that is passed to the consumer. It can be said that a good product concept can not only distinguish your products from other products, but also have an immeasurable pulling effect on product distribution, sales and brand establishment. On the contrary, the lack of good concepts often brings fatal harm to the product. “The dumplings in the teapot can't be poured out.†In terms of individuals, it means excessive introversion, it is not easy to find a good job or a good object; Enterprises and products are very likely to be good products. No one knows, let alone someone buy, and the company's prospects are self-evident. Therefore, the refinement of product concepts is extremely important.
The purpose of the product concept is to leave a deep impression on the consumer. It can be a slogan, such as: Wahaha's "eat is incense", Robust's "27-layer purification", Nongfu Spring's "a little sweet "And the source of the Thousand Island Lake", Head & Shoulders' "Don't worry about dandruff", Haiwang Jinyu's "a little comfortable next day", etc.; can also be directly reflected in the name or trademark of the product, such as "trichlores" "Easy Brain" and "Business Communication" are the specific impressions that products leave to consumers. On the contrary, a shampoo that promotes its own dandruff, nutrition, and blackening function will completely lose its personality and will not impress consumers. It will naturally not be able to impress consumers. Therefore, finding out the concept of your product has an immeasurable pulling effect on product communication, brand building and sales.
Whether a new product can be found in the right concept is an important aspect of whether the product is sold well and the brand is established. The so-called "concept" means nothing more than the characteristics and characteristics of an unprecedented, ingenious or distinctive product. On the one hand, these characteristics and characteristics are brought about by products; on the other hand, through the marketing planner's imagination and creativity, "there is nothing in the middle." No matter where it comes from, as long as it can be implemented in the marketing strategy and tactics, and become the benefits and utility that consumers can accept and recognize, it can achieve the purpose of selling products and building brands.
The basic links and elements of the product refinement concept:
1. Target market positioning of the product. It is necessary to determine the true consumer base of the product based on a series of situations, such as consumer needs and competitors. Is there an accurate market positioning that is an important basis for refining the right concept? On the basis of careful analysis and research on consumer psychology, it is necessary to examine, explore and integrate the overall concept of products, and use the benchmark marking principle to analyze competitors and find out the concept of difference and breakthrough point.
2. Find out the reasons why consumers buy this product. Such as the utility and benefits provided by the product to the consumer; the brand, quality, characteristics, etc. of the product; service, maintenance, and guarantee of the product.
3. Refining concepts. It is necessary to refine the reasons for consumers to purchase this product, find the concept of differentiation that is easy for consumers to accept, and accurately inform consumers in a form that is full and powerful to quickly grasp the attention of consumers, which is easy to cause consumption. The attention, acceptance, and loyalty of the person.
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