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

"in the next decade, Chinese enterprises, the leaders of various industries, will generally usher in an era of hundreds of billions of dollars, and the choice of orientation is very critical. Trout positioning is essentially a competition theory, and its core is to aim at competition and establish its own dominant position, so it is extremely important to choose the right competitor, which is the premise of correct positioning, "said Wang Bo, founder of East Pole Positioning Consulting." he said at the 30th anniversary celebration of Yinma Media Group.

On November 3, 2023, Silver Horse Media, a well-known transportation media group in China, held a celebration for the 30th anniversary. Mr. Wang Bo, founder of Dongji Positioning, was invited to participate in the celebration activities for hundreds of people in the business and media circles on the spot. from the competitor analysis, mental cognitive laws, the general trend of the Chinese era and other dimensions, systematically explain how to correctly position and build national brands.

Teacher Wang Bo worked in Trout for many years in his early years, and over the past 20 years, he has been delving into Trout's positioning theory and Mao Zedong's strategic thinking, advocating correct positioning to help Chinese enterprises build national brands and help many 10 billion-level national enterprises to correctly orientate. successfully achieve strategic transformation and upgrading, of which the most famous case is Feihe. Feihe milk powder is more suitable for Chinese baby physique. This classic slogan not only helps Feihe successfully cross the 20 billion mark, but also makes teacher Wang Bo famous in the positioning consulting industry and has been invited to share the strategic positioning of national brands many times.

In this speech, Mr. Wang Bo pointed out that Trout's positioning highly emphasizes competition orientation, and how to analyze competition, how to choose competitors, and how to carry out competition layout are all very core positioning research topics. In particular, at present, China's major industries have entered an era of great competition, homogenization competition is serious, and price war is very common. Therefore, in the process of strategic formulation, national enterprises need to pay close attention to competitors, not only consider the needs of consumers, but also consider how to deal with competition and how to break through differentiation.

In essence, Trout positioning is essentially a competition theory. When Mr. Jack Trout first put forward the concept of positioning in 1969, the core purpose was to help enterprises solve the problem of homogeneous competition. For details, you can refer to Mr. Jack Trout's first positioning paper "orientation: the way of Competition in the era of homogenization" in 1969.

What is positioning? How to position correctly? Positioning is essentially aimed at competition and establishing its own dominant position. Therefore, the first key link to establish the correct orientation is to analyze the overall competitive situation of the industry, launch the correct competitive strategic layout, and make clear who is the core competitor at the current stage.

Teacher Wang Bo stressed that Feihe milk powder is more suitable for Chinese baby physique, the success of this classic positioning, first of all, the success of competitive choice. Choosing imported brands rather than domestic brands as core competitors is the key to Feihe's strong rise. On the basis of choosing foreign brands as the core competitors, we can further analyze and refine the differential strategic positioning that is more suitable for the physique of Chinese babies.

The reason for the major mistakes in the orientation choice of many enterprises is that the competition pattern is not analyzed thoroughly and the correct strategic layout is not carried out. Teacher Wang Bo pointed out that only when there is a correct strategic layout and a clear understanding of the core competitors can we choose the correct orientation and further formulate the correct positioning advertising slogan.

In addition, the reason why competitive choice is so critical to enterprises is that the choice of core competitors often determines the future and growth space of enterprises. Strong competitors are often the key to quickly push up the competitive potential energy of enterprises. As said in Sun Tzu's Art of War, turning a round stone into a mountain of thousands of miles can bring amazing potential energy and a sense of competition and pressure.

For example, in the hot pot track, Banu belly hot pot is able to rise as a new force, the core is because of the correct competitive positioning. As early as a few years ago, Banu made a clear appeal in the advertisement: service is not our characteristic, hairy belly and mushroom soup are. This positioning strategy closely linked Banu to Haidilao, the most influential brand in the hot pot industry, thus quickly entering Guangpu's mind with the help of Haidilao and becoming a well-known brand in the hot pot industry.

In the field of soy sauce and wine, the strong rise of Qinghualang has led Lang Wine Group to return to 10 billion yuan in revenue, and the core is also because of the right competitive choice. One of the two major Maotai liquors in China, this earth-shaking strategic positioning makes Qinghualang and Maotai, the most powerful brand in China's liquor industry, have a strong relationship in the minds of consumers, thus promoting Qinghualang to quickly become the two strong brands of Maotai in the Maotai racetrack, bringing huge competitive pressure to Xi Liquor, Zhenjiu and other Maotai brands.

In the new consumer sector, Luckin Coffee has surpassed Starbucks in the number of stores and orders in the Chinese market and has become the most popular coffee brand in China in just a few years. Why can Luckin Coffee go all the way? The core is that through a strong challenge to Starbucks, it will quickly become a well-known coffee brand in the country, bringing strong competitive potential energy to lucky brands, thus being able to strongly harvest the market of a large number of small and medium-sized coffee brands and rapidly expand its revenue scale, which is expected to break through the 20 billion mark in 2023.

Another very successful brand vitality forest in the new consumer field is also similar to Luckin Coffee's growth process. Yuanqi Forest has a clear appeal in the advertisement: 0 sugar, 0 fat and 0 card, which strongly challenges the global beverage giant Coca-Cola, thus quickly arousing consumers' attention to Yuanqi Forest and greatly boosting the competitive potential energy of the brand. in just a few years, revenue has reached the order of 10 billion.

Teacher Wang Bo pointed out that Yi Zhongtian mentioned an extremely profound strategic philosophy in the three Kingdoms: success needs friends and great success needs enemies. The same is true of great enterprises, all standing on the shoulders of giants. The essential reason for the lack of brand influence and competitiveness of many enterprises is not because of their own poor strength, but because there are no strong competitors.

What does this mean for national enterprises facing strong competition from foreign capital? This means that whoever can be the first to successfully challenge a strong import brand will become the national brand with the highest potential in his industry. In fact, looking at the most successful national brands in the past decade, such as Huawei, Feihe, China Li Ning, and so on, they all have one thing in common, that is, they are the first to successfully challenge strong European and American brands in their field, thus strongly endorsing China and becoming a national brand that Chinese people are proud of.

Teacher Wang Bo pointed out that at present, there have been a number of national brands with revenues exceeding 10 billion yuan in the Chinese market, and they have achieved the leading position in the Chinese market. How to build world-class national brands of hundreds of billions or even larger scale in the future has become a strategic topic concerned by more and more Chinese enterprises. From the experience of Dongji positioning service of many 10 billion national brands, the next decade will be a decade of crazy globalization of Chinese enterprises, and Chinese enterprises, the head of major industries, will generally usher in a hundred billion era.

For Chinese enterprises with tens of billions of dollars in revenue, if they want to achieve a sharp rise in sales scale and build world-class national brands of hundreds of billions or more, the choice of core competitors is crucial. For example, a decisive factor in Huawei's huge growth in the past decade, with revenue exceeding 600 billion, is its decision to enter the smartphone industry, clearly targeting Apple iPhone and positioning it as a high-end independent research and development brand. Therefore, some people once said that it was Jobs who saved Huawei's terminal business, which was caught in a bottleneck in its development, and it was the emergence of iPhone that made Huawei see great growth potential.

At the end of the speech, teacher Wang Bo concluded that if you have a strong import brand on the track, it often means great strategic opportunities. National enterprises should have the courage to enter the track guarded by strong foreign brands, just like Yuanqi Forest and Luckin Coffee, who dared to enter the coffee track and beverage track when they first started their business. launch a strong impact on international giants such as Starbucks and Coca-Cola.

The general trend of the world, mighty and mighty, those who follow prosper, those who go against die. The choice of competitors and the choice of orientation determine the long-term future of the enterprise. As the saying goes, positioning determines the universe, positioning determines the hearts of the people. In the era of the rise of a great power, the key to the strategic success of national enterprises is to have the courage to target imported brands, to take the world lead in subdivided fields, and to help China return to the top of the world in subdivided fields. in order to build a strong competitive potential energy, to create a world-class national brand that Chinese people are proud of.

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