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

With the rapid development of China's economy like a speeding train, a large number of Chinese enterprises have begun to transform and upgrade from made in China to Chinese brands. In this process of upgrading and transformation, the demand of Chinese enterprises for brand consulting is blooming like flowers in spring, so the Chinese brand consulting industry has ushered in the spring.

Driven by the tide of consulting demand, the Chinese brand consulting market has shown a very significant trend of diversification in recent years. In order to win the favor of corporate customers in the fierce competition, a variety of brand consulting organizations are springing up like bamboo shoots after a spring rain, and the areas they are good at are becoming more and more distinctive.

What is particularly common is that a large number of brand consulting organizations begin to highly emphasize the deep landing service, emphasizing that the deep landing is the key to the enterprise strategy. In the process of serving enterprises, they like to go deep into all aspects of enterprise operation, help enterprises solve a series of operational and tactical problems, and claim that this is the real brand strategy consultation that can bring practical results for enterprises.

However, with the emergence of a large number of negative cases, especially the emergence of national well-known negative cases, Chinese enterprises have aroused widespread concern and reflection on the deep landing services provided by brand consulting agencies. In response to this topic, we interviewed Mr. Wang Bo, the founder of Dongji Positioning, a Chinese head positioning organization, and expected to carry out a more systematic and professional analysis from the professional perspective of strategic positioning.

Teacher Wang Bo, founder of Dongji Positioning, has worked in Trout for many years, and has been studying Trout's positioning theory and Mao Zedong's strategic thinking for nearly 20 years, advocating the mission of building national brands and helping dozens of national enterprises to establish correct positioning and achieve strong growth, of which Feihe is the most famous. Feihe milk powder is more suitable for Chinese baby physique, and this classic slogan also made teacher Wang Bo famous in the consulting industry.

With regard to deep landing service, teacher Wang Bo said that history is always strikingly similar, essentially about whether deep landing service should be provided and the harm that deep landing service brings to enterprise customers. Albert Lasker, a famous American advertising master, made it clear as early as a hundred years ago. If you are interested, you can take a look at the book "the Advertising process of Lasker", which contains several very important viewpoints, which can be used for reference by the brand consulting industry and the Chinese business community.

First of all, brand consulting agencies promise to provide in-depth landing services, which can easily lead to the decline of corporate customers' ability to manage their own business, and over-rely on consulting agencies ideologically, thus weakening the ability of their own brand marketing team to improve. So, Lasker often reminds entrepreneurs that we can't replace you to run your business, and entrepreneurs can't rely too much on consultants on a strategic landing.

And, in essence, deep landing or solving operational problems is not the strength of brand strategy consulting firms. The commitment to provide in-depth landing services is essentially a form of deception and an over-commitment that will seriously affect the reputation of consultants.

In addition, if we spend a lot of energy to go deep into the enterprise operation and solve the problems at the operational and tactical level, the consultants will gradually lose their strategic sensitivity and lose their sensitivity to the mental response of consumers. and this is the key quality and ability to formulate brand strategy.

Teacher Wang Bo stressed that the last point is extremely important. It can be said that it is the lack of strategic sensitivity, or the lack of sensitivity to the mental response of consumers, that is the fundamental reason for the emergence of a large number of mispositioning cases.

From the perspective of Trout's positioning theory, business war is essentially a battle of mind, and the mind of consumers is where the decisive battle of business competition lies. To establish a dominant position for competition, one word to occupy the mind, one word to block competitors, is the essence of positioning. This means that consultants must be extremely sensitive to the mental response of consumers and extremely familiar with mental laws in order to formulate a truly effective positioning strategy.

Brand consulting organizations that emphasize the depth of landing, the reason for the emergence of a large number of mispositioning cases is essentially due to the misjudgment of the mental response of consumers, teacher Wang Bo stressed. In essence, the mental competition environment for consumers to choose brands is different in different category races. To establish the correct positioning, we must fully analyze the mental competition environment of the track where the enterprise is located, and we should not copy the positioning paradigm of other enterprises blindly, teacher Wang Bo explained.

For example, Feihe milk powder is more suitable for Chinese baby physique, and this positioning has been a great success. In recent years, many consulting organizations have imitated and developed similar positioning slogans for a number of corporate clients. For example, "cool white open, more suitable for Chinese intestines and stomach", "Randy calcium, more suitable for Chinese physique calcium", "good news bird suit, more suitable for Chinese body type", and so on. For a time, "more suitable for China" spread across many consumer goods industries in China.

Teacher Wang Bo pointed out that, in essence, these are all wrong positions. In these tracks, consumers will not think in this way at all. For example, when consumers buy bottled water, they will not consider the difference between the intestines and stomachs of Chinese people and those of foreigners.

For example, fragrant milk tea cups can circle the earth twice together, which is a very classic positioning slogan, which can be said to be well-known in China. It makes the Chinese business community realize that emphasizing hot sales or leading sales is a very important way of positioning, which can effectively obtain the mental recognition of consumers and follow the trend of buying.

However, at the practical application level, this way of appeal has also been abused by some enterprises, forcing sales to be far ahead, without fully taking into account the existing competition pattern in the minds of consumers. For example, Xijiu in 2022, under the guidance of the strategy of the consulting body, went so far as to appeal in the advertisement: "drinking soy sauce and wine, more people love wine cellar 1988, leading the country in sales."

Teacher Wang Bo pointed out that the orientation of drinking is obviously against the common sense of consumers. Because from the common sense of general users, when it comes to drinking soy sauce, more people must love Feitian Maotai, or Qinghua Lang, one of the two major Maotai liquors in China. Therefore, when the advertising demand is highly mismatched with the existing cognition of consumers, it will produce invalid positioning.

In recent years, there are many similar mispositioning cases. Teacher Wang Bo stressed that one of the important reasons why brand consulting organizations have so many mispositioning cases is that too much emphasis on deep landing services leads to the lack of strategic sensitivity and the lack of judgment on consumers' mental response. in order to develop the wrong positioning strategy.

Teacher Wang Bo said that in order to establish a correct positioning, we must pay attention to the specific mental competitive environment of consumers, rather than blindly copying the successful experience and positioning paradigm of other case projects. However, if strategic positioning consultants devote a lot of energy to the deep landing and think a lot about operational and tactical affairs, they are bound to lose the correct judgment of the specific mental competitive environment and the overall situation of the war.

As Mr. Wang Dongyue stressed, those who are pragmatic can not be empty, and those who are practical can not be practical. Because a person's thinking structure will be solidified, constantly strengthening the ability system and thinking structure constructed by deep landing will restrict the development and development of positioning and defining ability, and weaken the strategic judgment of mental competition pattern.

This is why Dongji Positioning has been highly focused on the definition of strategic positioning for many years, emphasizing the extreme importance of correct positioning in building national brands, teacher Wang Bo explained. To a certain extent, Chinese enterprises also need to reflect deeply and pay too much attention to whether brand positioning consulting agencies can provide deep landing services, which will bring multiple deep-seated harm to the strategic formulation and positioning choice of enterprises.

After all, this is an era of high specialization, and professional division of labor can promote social development and greatly improve business efficiency. Especially as a large number of Chinese enterprises are opening up the global layout, they are bound to face more fierce international competition. This puts forward higher requirements for accurate positioning and correct positioning.

To be an enterprise, the correct strategy is always the first, positioning determines the world, positioning determines the hearts of the people. Finally, we hope that more brand consulting organizations can abide by the profession, maintain a high degree of focus, help more Chinese enterprises find a truly effective direction of differentiation competition, lead the strategic layout of enterprises, and create national brands that make people proud one by one.

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