Gong Yongjun of Shanghai Zhilang Marketing: Do you know the importance of corporate positioning?

Gong Yongjun, general manager of Zhilang Marketing, has sorted out and summarized the following two aspects when cooperating with hundreds of traditional enterprises: enterprises’ doubts about positioning. 1.
Do traditional enterprises need positioning for transformation and upgrading?
The answer is yes. Positioning is the key to the transformation and upgrading of traditional enterprises. A positioning with strong sales power is a core competitiveness that is different from competitors and can dominate and seize the top spot. The positioning of traditional Chinese enterprises in various industries seems to be saturated, but in fact there are more Market segments can be tapped. Times are changing, consumer demand is changing, and the market is constantly cutting, subdividing, and deepening. As long as the company’s positioning finds the right entry point, there is still a deep market that can be tapped. Jiaduobao is positioned as a preventive enterprise. The popular drink shattered the legend of Coca-Cola’s invincibility in one fell swoop. Tencent’s investments in Dianping, Didi Taxi, and JD.com appear to be a continuous expansion of diversification, but in fact, their positioning in various industries is quite precise and clear. It is the strengthening and deepening of the positioning of instant messaging.
Gong Yongjun, general manager of Zhilang Marketing, emphasized that positioning is not a simple slogan or the positioning of a new category, because positioning includes both communication and strategic positioning, and this positioning is invisible. , invisible, intrinsic, and often this invisible positioning plays a vital role in the future development of the enterprise. Therefore, the transformation and upgrading of traditional enterprises requires not only positioning, but also precise positioning, from the inside out!
2.
How to position accurately and leverage sales
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The direction of positioning is changing from perceptual positioning to rational positioning
Gong Yongjun, general manager of Zhilang Marketing, in the interview Speaking of it, no matter how a company is positioned, it must follow the laws of historical development. In an era of material scarcity, there are few choices and consumers are more inclined to perceptual consumption. Therefore, the positioning will be biased toward emotional positioning, such as Haagen-Dazs. The advertising slogan is connected with love. Love her and give her Haagen-Dazs. As consumption enters the era of rationality, consumers pay more attention to value-based consumption. You must clearly express what you can bring to consumers. Simple, crude, and direct, it is easier to occupy consumers' minds. For example, Gong Yongjun, general manager of marketing at Zhilang, positions Youxingsha (panel glue, polyurethane glue) as a money-saving partner in the home building materials industry. It is not fancy, does not beat around the bush, is clear, easy to understand and remember, and directly touches the most painful points of consumers.
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The core of positioning is to eliminate complexity and simplify, less is more.
If you want everything, you will get nothing. This is the principle that traditional enterprises have understood in their transformation, upgrading and repositioning in the era of rational consumption. To do something, you must do it to the end. To position a market segment, you only need to do it thoroughly. , the benefits are still considerable. China's largest Internet community Luo Fat, one second of audio a day is the best example.
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Positioning is not a decoration, you must insist on implementing your own positioning thoroughly
In the final analysis, it is still a question of execution. Whether a good positioning can play an effective role depends on whether it is implemented. , has everything been carried out around this positioning in every detail? Gong Yongjun, general manager of Zhilang Marketing, positioned its partner Youxingshark as a money-saving partner in the home building materials industry, from the procurement of raw materials to the strict cost control of production and research and development, from customer From the strict control of risks of lawsuits, bad debts and chargebacks to the convenience and speed of services, from the accurate calculation of sales costs to the mobilization of employee enthusiasm, Youshak has significantly reduced costs, greatly increased employee enthusiasm, maximized customer benefits, and implemented brand positioning To the extreme, it has truly achieved the goal of saving customers money. Even in the economic downturn, Youxingsha still doubled its sales and doubled its profits.