Successful positioning is all alike, and unsuccessful positioning has its own misfortune. In the Internet era of cross-border competition, the positioning theory has been challenged. According to the positioning theory, consumers' decision-making idea is to "think in terms of categories and express them in terms of brands", that is, first consider which kind of products to buy, and then choose which brand to buy.
(Ai Rees, "The Origin of the Brand") So corporate strategy is to establish differentiated positioning in the minds of consumers, allowing brands to occupy and lead a category. (Jack Trout, What Is Strategy) In order to occupy the category in the minds of consumers with limited capacity, the best way to differentiate a brand is to be the Bulk SMS Service first, to be the category leader or creator, with a far leading sales volume, and secondly to differentiate the category, so as to be the only one in the subdivision category, that is, subdivision Be the first in the category, or be the antagonist of being the first in the category. (Al Rees, Jack Trout, "Location") The reason why the positioning theory has caused so many disputes is not only that the original book's explanation of the positioning theory is too simple, but more importantly, the positioning theory lacks a thinking framework. 1. The controversy of positioning theory is a problem of information dissemination The positioning theory uses 22 books. In fact, it is just one sentence: a brand should occupy and lead a category.
So the case of positioning theory is basically like this: Guazi Used Cars - A second-hand car direct sales network with far leading transaction volume (the first in the used car and electrical products category) Jiaduobao - the leading red pot herbal tea in sales (the first in the herbal tea category) Le Caesar - the creator of durian pizza (the first in the durian pizza sub-category) Qinghualang - one of the two major Maotai liquors in China (the opponent of Maotai, the first Maotai liquor category) Compare other business theories, such as STP+4P of marketing management, five forces model and three basic strategies of competitive strategy, value chain design of blue ocean strategy, brand association, loyalty, popularity and perceived quality of brand equity, you will find positioning The logic of the theory and the cases are easy to understand. If the positioning theory is regarded as a product, then the marketing of this product is also very consistent with the positioning theory. Readers have limited minds and hate complexity: Positioning Theory uses 22 books to repeat the same set of ideas. The examples are all a routine - those who focus on category differentiation win, and those who integrate diverse categories lose. The strategy is to focus on differentiation,