Is your category innovation wishful thinking? Gong Yongjun helps you prevent

Gong Yongjun, general manager of Zhilang Marketing, believes that when a new category is born in an industry, it must be clearly focused and not allow consumers to see things in the fog. You must clearly tell consumers what your new product can bring to them. But looking at the entire sales New products are constantly emerging on the market, and a random hawker turns into a product manager, wishfully forcing them on consumers before they understand what they really want. As a result, good products that have not yet been born are stillborn.
Category innovation must directly address consumer demand
A new category must have a resounding name. Being resounding is not about sensationalism and attracting attention, but about literally letting consumers know the core value of your product. Gong Yongjun named a brand new car seat cushion with massage Yuyi Car Acupoint Massager. The acupoint massage used in the car has the effect of traditional Chinese medicine physical therapy and directly meets consumer demand.
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The advertising slogan should be easy to understand, easy to remember and easy to spread.
A successful advertising slogan does not need to be literary or obscure to show high quality, but it must be simple and easy to understand. For example, if you are afraid of getting angry, drink Wong Lo Kat, such as the advertising slogan that Gong Yongjun helped Hangzhou Yuyi refine for Yuyi Car. Acupoint massager, neck and waist protection, and kidney protection. People are neither artists nor philosophers. Only advertising slogans that are close to life can shorten the distance with consumers and penetrate into the minds of consumers subtly. Form differentiated memories.
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Clear competitors
A successful new category must have clear competitors. How can you know yourself and the enemy and win every battle if you don’t know who to fight? Many companies launch new categories but fail to sell them despite all their efforts. This is why they fail to identify their competitors. McDonald's once launched a coffee that turned Starbucks into a competitor, but it died halfway. There are many more examples like this.
Gong Yongjun, general manager of Zhilang Marketing, targeted the competitors of Yuyi's car acupoint massager. The traditional car seat cushions only focused on appearance and formed a differentiated competition with the old products. He found the core competitiveness and beat the competitors. In one fell swoop, he seized the leading role in the car seat cushion industry. Half of the country.
Four new categories
They must have the value of leading the trend
New things represent the future. It must have trend-setting features such as electric heated gloves. Do you think it represents the future? Definitely not! Gong Yongjun positioned the Yuyi car massager as a health essential for driving people. Through research, he first learned that various diseases easily caused by driving have become the most painful health issues for driving people. The source of motivation for consumers to buy car seat cushions has shifted from product appearance to health. Health is the general trend. Health represents the quality of life. Therefore, this positioning accurately matches consumer demand.