Products are generally divided into core products, tangible products and additional products. Core products are the ultimate needs of customers. Sometimes when a customer buys something, he often just says the name of a product, but his demand may not be like this. The customer went to DHL (Express Company) and asked to send his letter as soon as possible. On the surface, they are talking about express delivery, but what he really wants is speed, so that the other party can receive his message as soon as possible. As for how much the homework costs and how to send it out, it is a secondary issue, and the core issue in the eyes of customers is speed. Another example is buying cosmetics. On the surface, the customer said the name of the cosmetics. In fact, she is buying beauty, and beauty is her core. Similarly, when customers buy Mercedes-Benz cars, how about Mercedes-Benz sheet metal, how good the interior decoration is, infrared remote control, leather chairs and other aspects should all be concerned by customers, but in essence, customers are most concerned about only one thing, that is dignity. The same is true of sales. Pay special attention to what your real core is. Core products are the most important to customers, that is, core values, which are the real needs and real purposes of customers. Tangible products can be seen and touched. When shopping, the salesman talks about tangible products, that is, what specifications, styles, functions, brand names and beautiful packaging are tangible. Tangible products are not what guests really need.

Additional products such as after-sales service, including maintenance, installation, assembly, return, etc. This is the third layer of the product, which is called additional product. It is additional. For example, buying a camera, camera and film are tangible products, and its core is memory, which is the memory of life. Whether the film is clear and beautiful, whether the lens can capture his moment truly and perfectly, leaving a good light and shadow, this is what he really wants to remember. If you forget this, you are just talking about how cheap the camera is, how good the film is, and how many copies can be developed. These all refer to tangible products but ignore that its core is memory. Only memory is what customers care about, value and want most.

There is a "Roasted Goose" restaurant run by Hong Kong people in Shanghai. As soon as I heard the name, I knew it was selling goose meat. According to the owner, a Hong Kong boss, there are two kinds of animals in the world that are cancer-free, one is a shark swimming in the sea, and the other is a goose running on land. The boss told the core interests of the goose, and the enthusiasm of the guests for eating goose meat is aimed at its cancer-free, and goose meat is cancer-free. The results of traditional Chinese medicine research also confirm this point.

SK-2' s parent company is actually a secret Buddha, which was recently acquired by Procter & Gamble. There are many products of Mifo, but this SK-2 was dumped by Procter & Gamble and became a single brand. SK-2 is so successful today, that is, two words, whitening. SK-2' s most powerful, in other words, the most outstanding quality features, which are deeply loved by customers (especially female customers), are: it can effectively whiten human skin, and its products are practical, making it a real expert in human skin maintenance, whitening series. China has a saying: One white covers three ugliness. This idiom was probably first discovered by SK-2. Many girls buy SK-2 for whitening.

When P&G launched SK-2 brand, it first played the banner of "whitening", which made many products obviously outdated when it came to whitening, and it was not so easy to surpass them. Because there is a term in marketing called the dominant rule. Once SK-2 takes the lead in "whitening", no one knows the other two, three and four. Nokia is the number one mobile phone in the world. People will hardly remember that the second place is Motorola, and few people know that the third place is Samsung. Therefore, South Korea's Samsung vowed to squeeze out Motorola and squeeze into the second place. Rolls-Royce is the king of the automobile industry. If someone asks how much a Rolls-Royce costs, the Rolls-Royce salesman will gracefully say, "People who buy Rolls-Royce don't ask the price." . Before buying a Rolls-Royce car, you should investigate the identity of the customer before selling it. Those who are not qualified can't buy yet. Therefore, the first person to drive a Rolls-Royce car, if driving a second-hand car, is not qualified and can only buy a second-hand car for fun. Therefore, people who buy Rolls Royce should dress up well and show elegant manners. When they went in, they said smartly, Come on, just that one. Then he easily took out the check, told the clerk a number, signed it, and drove away. The core slogan of Rolls-Royce is: Do you look like an emperor? If so, please drive a Rolls Royce.