Apr 12, 2022
In General Discussion
This is a true portrayal of the mentality of businesses and consumers. In the advertising industry for more than ten years, I have met countless corporate customers, and they are all familiar with their own products. Look at our products, they have complete functions, outstanding quality, leading technology, excellent design, and they are also reasonably priced and beautiful. cheap... So why don't consumers pay for it? I couldn't help but murmured. Manufacturers feel that they are "affordable", but consumers prefer to buy big brands at high prices; Manufacturers think "my brand is so loud", while consumers' inner OS is "who are you?" Manufacturers are desperately promoting "My product is so good!", and consumers really think "what does it have to telemarketing list do with me?"; Manufacturers feel that "the product line is so rich, and the needs of high, medium and low levels are fully satisfied", while consumers' hearts are "there is no one who can fight." In 1960, Theodore Levitt, known as the nuclear weapon of marketing, published his famous book "Marketing Myopia", which caused strong repercussions in both the academic and business circles. In the article, he pointed out that the reason for the decline of enterprises is that they value the "product", not the "customer". If you don't pay attention to users, but only focus on existing products, then any company will not escape the fate of being eliminated, even if your existing products are successful and brilliant. The founder of Meters Bonwe, Zhou Chengjian, was a tailor and worked hard to start a business. In the past few days, Jay Chou's super words have detonated the whole network. I think every Jay Chou fan will remember that Meters Bonwe, who he endorsed, and the phrase "do not take the usual path". "My product is so good!" "What does it have to do with me?" (I was also a Smith Barney fan when I was studying in college, and half of my clothes were from his house) However, Smith Barney reached its peak in 2011, setting a brilliant record of 10 billion revenue and 1.2 billion net annual net profit, but it went downhill and continued to decline.