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Renovate, and strive to win in the beginning Stone companies should open new products? The hub is to re-segment the market according to the industry's ills and the needs of related groups. The brand agency believes that the new category created must reach five scales: stand firm, show well, gather together, stretch far, and spread quickly to effectively open up different categories.
First, stand firm. After satisfying these two prerequisites, new product categories still have channel foundations. Only in this way can new product categories stand firm in the market. The new category should not only be based on product quality, but also be able to find its underlying consumer demand base.
The second is to show off. The new category must have enough pivots to support, in layman's terms, it must be able to expand around the new category, and find novelties, different content, and a bright theme for the new category.
Third, close up. The naming of new products must have “height†and “breadthâ€. In other words, it is able to “be a sea of ​​rivers and rivers†or “a small mountain at a glance.†It can “give down†all kinds of favorable resources in the future development of the brand. , Forming a concerted effort to effectively promote the healthy development of the brand.
The fourth is to stretch far. This is somewhat similar to "expanding", but its meaning is slightly different. Extend far is that the naming of new products can play a role in the long-term development of the brand, rather than a "one-shouldered sale," and even less "killing chickens and eggs," regardless of the brand's long-term interests.
The fifth is fast. This is very easy to understand, a new brand created by a brand must be able to "get fast", and quickly form a long drive into the dissemination of power, so as to quickly reach the target audience, to lay a solid foundation for the brand's rise.
If a brand wants to make a difference, there must be an epoch-making atmosphere and a strong determination.
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