No, the key to measure the success of a brand is: where is your brand? Any successful brand should be in the hearts of consumers.
Scientists have done experiments, and every consumer can remember that there are only seven brands without categories, but generally there are only two. For example, when someone asks about the brands of edible oil, everyone may think of Arowana and Lu Hua, but it is impossible to think of more than seven brands.
So, to put it simply, if you want to win at the starting line, you must be remembered by consumers.
The best way to win at the starting line is not at the same starting line at all.
There is a saying: there is no best, only better. In the market competition, well-known and unknown brands of all sizes are competing in this way: my ingredients are better, my quality is better, my packaging is more upscale, and my efficacy is more magical. But all this "better" is just the wishful thinking of the merchants. However, for consumers, whose product is better is actually difficult to identify. More importantly, many times, consumers are emotional, and their shopping standards are mostly irrational judgments and comparisons, but preconceived love at first sight.
Case 1:
From the early 1980s, domestic brand shampoos such as Bee Flower and Meijiajing entered the market, not the history of China people washing their hair with soap. In the late 1980s, international brands such as Procter & Gamble and Unilever entered China strongly, and the shampoo market once flourished. After 2000, more international brands, including domestic shampoo brands, entered the market one after another, and the competition was fierce. However, no matter how competitive, all shampoos can't escape the "efficacy, price, popularity and packaging" of products. In terms of efficacy, various subdivision effects are becoming more and more perfect, such as dandruff removal, compliance, professional nursing, etc. Ingredients: ginseng essence, pure plants, herbs, etc. There is no best, only better and more precious;
However, when everyone was desperately spinning in the strange circle of product efficacy, in March of 20 14, a brand quietly entered the market, covering 85% of Shang Chao online stores in just half a year, with an annual growth rate of over 400% in several years; This brand is "Zi Yuan". In such fierce competition in the shampoo market, we can achieve such good results. How good is its product and how magical is its efficacy? However, neither. What is the composition of his product? I don't remember the effect yet, but I believe most people have a deep memory of this brand, because Zi Yuan took an unusual path-shampoo doesn't wash your hair: have you washed your scalp for so many years? Silicone oil-free shampoo. This sentence is deeply imprinted in the minds of consumers.
Zi Yuan's brand positioning is: the first brand of silicone oil-free scalp care. Ziyuan didn't compete desperately in product efficacy and ingredients, but found another way and took an unusual road, taking scalp washing as the appeal point and launching the selling point of silicone oil-free. Suddenly entered the minds of consumers.
Therefore, there is no best, no better, just different. If you want to win at the starting line, you must find another way from the beginning.
Case 2:
I think everyone is familiar with Jiangdu, which is a very popular liquor brand on the Internet in recent two years. In everyone's mind, Jiang is not so much a liquor company as an advertising company. Competition in liquor industry has existed since ancient times, and the intensity of competition is even worse than shampoo. However, when the big names in the liquor industry are still competing for whose wine is more historical, whose wine is more ingenious and whose wine is more eye-catching; At this time, a young man named Jiang ran out, breaking the competition pattern of liquor for thousands of years. Ginger is not selling wine, but "emotion". In this era of individuality, people pay more and more attention to their own personalized experience and expression, and drinking is no exception. The reason why people drink alcohol is mostly related to "emotions". Friends are happy to drink at parties, and please eat and drink on important occasions to vent your bad mood. More importantly, "emotional catharsis" after drinking is one of the important reasons why people drink alcohol for thousands of years, which is also a very important part of Chinese wine culture. Therefore, Jiang gained insight into this emotional point and personality point and enlarged it; Jiang did not focus on the already fierce competition of liquor itself, but put all his concerns and demands on the real connotation behind liquor culture-emotion. In this way, it not only cleverly avoids market competition, but also opens up a new road for itself; So, why not win at the starting line?
There are many cases similar to Jiang, such as Netease Cloud Music. These are all in order to avoid the main competition in the market, find another way, and really start from the needs and pain points of consumers and build their own starting line.
Case 3:
When it comes to toothbrushes, various brands, various functions, various technologies and various packaging, it goes without saying that everyone immediately understands how the market is and how the competition is. Recently, however, a new toothbrush appeared on the market-a toothbrush with 10000 bristles. Have you ever used it? Yes, I didn't type wrong. It's a toothbrush with 10000-50000 bristles. As for what material this toothbrush is made of and how good it is, I'm not sure, but when I first heard about 10000 toothbrush with bristles, I never forgot this brand-Happiness Grass. Suddenly found that, no matter how good the effect, the material? There will always be other brands that will surpass you soon, but "Have you ever used a toothbrush with 10000 bristles?" This sentence is unforgettable for all consumers who have heard it.
Dear entrepreneurs, when you are exhausted in your own world, you might as well jump out of that world and think about it carefully. Where is the heart of consumers? To find a new starting line and a new world.