VI Design Company comes to some small knowledge of science:
A. Haidilao is a Sichuan hot pot
B. Xibei was originally positioned as a northwestern folk dish.
C. Wang Laoji never emphasizes that he is Guangdong herbal tea
D. The white rabbit does not say that he is from Shanghai.
E. Dong's Ejiao origin is in Donga, but he emphasizes nourishing
VI Design Company said that it was a bit shocked. "Haidilao" turned out to be Sichuan hot pot. Even if "Wang Lao Ji" is Guangdong herbal tea, it is necessary to get angry and eat hot pot every time... everyone should find out, These brands with super “local products” have one thing in common – they don’t like to emphasize their own life, not to mention special products, and reject the “authentic” label. VI design company to tell you why this is?
One of the reasons for "scale"
The brands mentioned by VI Design Company are the leaders in the category. If you emphasize your "specialty" or "authentic", it is to tell consumers that there are many similar brands in the market except me. Give up the status of the leader.
VI Design Company, for example, Wang Laoji is the leader of the herbal tea industry, but we know that herbal tea is a specialty of Guangdong, so how can we highlight our own advantages in the market facing non-Guangdong people to accept our products? If Wang Laoji’s slogan is a slogan such as “Authentic Guangdong Herbal Tea”, can he still become a leader in the herbal tea industry? Non-Guangdong consumers will definitely say that it is not true that I have anything to do with me. I am not a Cantonese, I don’t like to drink herbal tea... But VI Design Company cleverly uses “afraid to get angry, drink Wang Laoji "positions Wang Laoji's products, starting from the attributes of the products themselves, magnifying the advantages of their products, meeting the needs of the public, and accepting this advantage, rather than focusing on themselves as "authentic herbal tea."
VI Design Company believes that because of their large scale, they have abandoned the concept of "specialty" and "authenticity" and have the suspicion of "causing results." However, any brand has started from a small scale and developed step by step. It is not a big brand that comes out.
The second reason is "inducement"
VI Design Company specialty refers to a product that is unique or particularly famous in a certain place, has a cultural connotation or history, or is produced only in a certain place. For example: the stinky tofu in Changsha, the hot dry noodles in Wuhan, the herbal tea in Guangdong, the hot pot in Chongqing... It has become a representative of this place, and people will think of it when they see it. However, if the region is only used as a trigger for the product, then the "frequency" and "efficiency" of Lenovo are too low.
The frequency is low.
VI Design Company takes Dong Ejiao as an example. Dongya is the origin of the product. If it labels itself
as “East Art Ejiao”, it may be just a product of a tourist area supermarket. The audience may be the consumption of
local tourism. However, it is by no means an industry leading brand, but its official website has discarded the label of
specialty products, vigorously promoted the value of “nourishing” of its products, and pushed the consumer
group across the country to expand the market.
Compared with the “East Art Ejiao”, the “nourishing” incentive is higher, especially for women and middle-aged and older people, their bodies need it.
VI Design Company also takes "Wang Lao Ji" as an example. If Wang Laoji defines himself as "Guangdong Authentic Herbal Tea", it is equivalent to suggesting consumers: "Drinking Guangdong's herbal tea and buying Wang Laoji." This can't convince non-Guangdong people to drink Guangdong's herbal tea. But the main "fear of getting angry" is not the same - many people are worried that they will get angry, this is a more convincing reason to buy.
Of course, if your brand or product meets one of the following requirements, then you can take the "specialty" route:
1. The brand or product emphasizes cultural attributes very much. If it is “cottage goods” in other regions, there is no value, such as Jingdezhen porcelain;
2. The brand or product is only produced in a certain area, such as Longjing in Hangzhou and Champagne in Champagne in France;
3. There are indeed matching genes in the region. For example, the black soil in the northeast does produce better rice. The romantic culture of France can really give the perfume more charm;
4. The homogenization competition is serious, and the brand can be differentiated through “regions”, such as Northeast rice;
5. Of course, if a brand only intends to do business in the scenic area, it can also be a special product;
VI Design Company concluded that there are many possible selling points for a product (such as performance, high-end, novelty, convenience, etc.), "authentic" is just one of them, and in most cases, it is not the most powerful one.. ....