Shulou(Shulou.com)11/24 Report--

"Strategy requires a long-term nature, requires insight into the overall situation of the war and a clear understanding of the general trend in the future. this means that positioning agencies must be able to jump out of the enterprise and look at the enterprise in order to discover this general trend. if we pay too much attention to the landing of deep operations, it will easily lead to positioning institutions with depth or not, unable to see the overall situation of competition, and can not grasp the key to the strategic break of the enterprise." Wang Bo, founder of Dongji Positioning, said in Lujiazui's office.

Wang Bo, founder of Dongji Positioning, has worked in Trout for many years. Over the past two decades, he has deeply studied Trout's positioning theory and Mao Zedong's strategic thinking, helping dozens of enterprises to correctly position themselves, including Feihe, exquisite tires, Yan House, Van Dean swimsuit, Catman, Qiao's billiards, Fan Wenhua, suitable Materia Medica, and so on. What really made Wang Bo famous in the first World War is the strategic positioning of Feihe milk powder, which is "more suitable for Chinese baby physique". In 2022, the tripartite organization Campaign Brief Asia released a list of the top ten strategic marketing companies in China. Dongji's positioning surpassed Reese Consulting, a veteran institution, and its professional strength was highly recognized by the industry.

In recent years, with the rapid growth of corporate strategic consulting demand, the advantages and features among positioning organizations are also rapidly differentiating. There are "deep landing positioning institutions" with high emphasis on operation, as well as Trout and East Pole positioning. Positioning institutions that highly emphasize strategic correctness and positioning accuracy.

Some time ago, after this newspaper published "an exclusive interview with Dongji Wangbo: no deep landing, only to provide the most professional strategic escort," it triggered a heated discussion in the strategic consulting circle. In order to gain a deeper understanding of the difference between deep landing and strategic escort, we interview teacher Wang Bo again, hoping to explore the way of enterprise strategic positioning from a deeper level.

The difference between strategic escort and deep landing

"the greatest advantage of strategic escort is that it can grasp the central tasks and key links that drive the overall situation, grasp the main contradictions in the development of enterprises, achieve key breakthroughs, and promote overall development." Wang Bo said.

The in-depth operation landing service is mainly to help enterprises solve the problems at the operational level, such as copywriting, micro-operation, communication selection, packaging design, event planning, etc., with emphasis on deep participation in implementation details.

At present, many positioning organizations are busy helping enterprises to improve the operational details, and continue to deepen the operation landing work, but on the major strategic issues of the overall situation, there are frequent major mistakes, resulting in inaccurate positioning, enterprises miss major strategic opportunities.

In recent years, this situation occurs frequently in the service cases of deep landing positioning agencies. With the so-called tactical diligence, it is difficult to hide strategic laziness, Wang added. If positioning agencies highly emphasize the in-depth operation of landing services, this will lead to four major structural problems in the long run.

The first big problem: have depth but not height, lose the overall perspective

Strategy is the study of the overall situation. In addition to the commonly understood meaning of strategy, the abbreviation of strategy really means greatness, refers to a macro view, and essentially refers to the overall situation of the war.

For positioning institutions, the core task is to help enterprises see clearly the overall situation of market competition and the general environment of competition, so as to establish an advantageous position for competition and clarify the correct direction of development, so as to effectively lead the overall resource allocation of escort enterprises. Once there is a mistake on the overall issue, the brand building is doomed to be catastrophic.

In the process of escorting the enterprise, the positioning organization should avoid falling into the details of enterprise management, and should focus on grasping the overall situation and refining the key. If we pay too much attention to the landing of the operation, the positioning organization is easy to fall into the details, resulting in ignoring the overall situation, failing to see the development and evolution of the overall competition pattern, and losing its due strategic responsibility.

The second biggest problem: Hu Zi grasps the eyebrows and ignores the strategic key points.

Strategic escort has an important principle: to grasp a move that is of decisive significance to the overall situation. In the process of brand building, most of the problems are local, but some core issues are overall.

In the process of escorting enterprises, positioning institutions must grasp the key points and grasp the core key points of the strategy. For example, around the positioning awareness, there are often a lot of matching actions, including product portfolio, channel layout, media delivery, public relations campaign and so on. But often there is one point that is the most critical, which affects the whole body. Once we grasp this point and strengthen the strategic escort around this point, it will determine the effect of the whole positioning strategy.

In the process of serving Fan Wenhua, around the strategic positioning of facial care, Fan Wenhua has many strategic actions, including high-priced products, store position communication, strengthening shop staff training and so on. But Fan Wenhua's core action is only one, and that is to open a shop with all its strength, which is the key action that can affect the overall strategic situation of Fan Wenhua. Grasping this action will achieve twice the result with half the effort, Wang Bo said with an example.

At that time, when I was proposing the proposal, I told Mr. Fan, chairman of Fan Wenhua, that in essence, I gave you eight words for this strategic positioning report: "facial care + full strength to open a store." That is, focusing on the positioning of facial care, raising the opening of an all-out store to a strategic height, building Wandian Fan Wenhua to become a leading brand of facial care in China and even the world, this is the strategic core of Fan Wenhua in the next decade, Wang Bo said. At present, Fan Wenhua has nearly 6000 stores and is speeding up to 10, 000 stores.

From the practical experience of the East Pole positioning for many years, around the core point of positioning, the most critical matching actions are often no more than three or five, sometimes even one. Strategic escort is to seize this bull's nose and promote the enterprise to invest fully. If you pay too much attention to the depth of operational details, do not see the core key points of the strategy, and grasp the beard and eyebrows, it will hinder the long-term development of the enterprise.

The third major problem: attention to details, lack of strategic sensitivity

No matter how to solve any problem, every effort should be made to find out the principal contradiction of the problem. Once this principal contradiction is grasped, all problems will be readily solved. One of the common problems of deep landing positioning organizations is that they can not distinguish between primary and secondary, can not grasp the principal contradiction, and often prepare a very legitimate reason for this, that is, they do solid work, pay attention to details, and pursue perfection.

When solving problems at the operational level, we really need to pay attention to details and perfection. However, in the promotion of strategic escort, this method of work will do great harm. Pay close attention to the details, can not find the center of the problem, can not grasp the principal contradiction, fall into numerous and complicated, the harder the harder, the more ineffective the state.

Mr. Trout, the father of corporate strategy and positioning, emphasizes the power of simplicity and the power of common sense. The biggest difference between strategic escort and deep landing is that it can always stand at a strategic height, help enterprises size up the situation, jump out of complexity and grasp the main contradiction; deep landing is to stand at the operational level and solve detailed problems.

The deep landing positioning organization is very diligent in the operational details, but also deliberately avoids the challenging but really valuable part-the correct strategic thinking and major strategic choices. This laziness in strategic thinking will eventually lead to the lack of strategic sensitivity of consultants, which will lead to frequent major strategic decision-making mistakes and make enterprises miss major strategic opportunities.

The fourth major problem: neglect of professional division of labor, delay the growth of enterprises

Professional division of labor to promote social progress. In essence, strategic positioning, strategic escort and operation management, and deep landing are two types of work, and the required knowledge system, mode of thinking, core competence and core tasks are very different. It is difficult for a person to be both a strategist and an operations expert.

Strategic experts need to have advanced thinking, be good at long-term thinking, and spend a lot of time thinking deeply about long-term and overall issues such as the evolution of the competitive situation. Unless a particular operational detail is of great strategic significance, strategists should not pay too much attention to the specific operational details.

On the other hand, operation experts need to be familiar with specific business process skills and need to be experienced experts in specific operations, such as channel experts, product experts, public relations experts, and so on.

Although the positioning organization with deep landing is very concerned about the landing of the operation, it is not an expert in some kind of operation either. If you are not an expert in operation, but help the enterprise to operate the work at the operational level, it will not only affect the strategic implementation effect and operational efficiency of the enterprise, but also delay the growth of the operation ability of the enterprise's own team. in the long run, it will do more harm than good to the enterprise.

Write at the end

"establishing an advantageous position for competition to effectively lead the enterprise strategy is the core of the positioning work. Positioning organizations must attach great importance to the correctness of the strategy and the accuracy of positioning, to be able to really help enterprises grasp the major direction and trends, choose to do the right thing, rather than help enterprises do things correctly. In addition to some specific issues that can have a significant impact on the overall situation, positioning agencies must not get caught up in the details of enterprise operation and lose their due strategic responsibility. " Wang Bo concluded.

Finally, we also hope that China can have more professional institutions that, like Trout and Dongji positioning, continue to adhere to the original intention of positioning and highly emphasize strategic correctness and positioning accuracy, so as to help Chinese enterprises see the big situation at the strategic level. Grasp the main contradiction, identify key breakthroughs and go all out to create national brands that more Chinese people are proud of.

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