Note gentleman says --

A person adept in martial arts and given to chivalrous conduct, hello! On new business district, although cannot fight side-by-side with you, but can keep watch each other together.

The article will discuss and review the following problem:

The brand founder of 1. new generation people how is look upon fixed position academic?

How does 2. make a brand occupational truly consumer intelligence?

3. reviews fixed position theory of Jackie Telaote.

The author of fixed position theory is special fatigue spy not long ago just dies, this caused people to be opposite the souvenir of fixed position Great Master and academic to fixed position afterthought are taken an examination of.

Hold in Beijing before IDG capital half moon " the Dai Feng when new spending is met · new brand " the Ga on cent forum gathers, besides father of Hu Haiquan, Cai Chongda, carve, the brand that forum still invites two instantly to be able to upgrade on behalf of city life new spending most 3 squirrels author Nie Yunchen of chapter set the prairie ablaze, author happy tea.

One, fixed position is academic cannot get sth done once and for ever

In forum, of Yan Yi of copartner of compere IDG capital raised a very significant question, the brand founder of new generation people how is look upon fixed position academic?

Chapter set the prairie ablaze and Nie cloud Chen are not identical to the view of this one theory, but expressive viewpoint has 1.1 to send, fixed position is academic cannot get sth done once and for ever.

(3 squirrels author: Chapter set the prairie ablaze)

Chapter set the prairie ablaze thinks, locate academic core is the value with him unique mining.

To this, he is mentioned, "The fixed position theory previously just is in the way with that the most efficient in the past times, do not represent category fixed position. After actually a lot of category rise abruptly now, we find such opportunity very hard again, because locate academic core base is the value with him unique mining, allocate all resource, build with the communication with effective consumer, manage the relation between a consumer. Manage the relation between a consumer..

"So, I feel fixed position is in lifestyle, category, high end, low end crowd... a kind be orientation way. For instance 3 squirrels this brand, undertake a kind very hard from one and eventually fixed position, go up in those days line when, fixed position is the nut brand of Internet, the nut brand that basically falls at the line for distinction, go to today, is asking about us a kind of lifestyle? I also say not clear.

But what consumer experiences is us can deliver him through the figure of bud bud love and joy, go up in this foundation next the core mission that we put forward us: Want to let bright of the world person rise. This bright word can be in around below the thinking that is a center with consumer. This bright word can be in around below the thinking that is a center with consumer..

(author happy tea: Nie Yunchen)

Nie Yunchen thinks, fixed position theory suits the successor of the market more.

"My individual feels category fractionize is not all-purpose, doing fractionize because of a lot of moment is to challenge an industry to plant originally that " the old " , the fractionize of junior travel category that does very well is very good challenge means. But if you had been the old, category fractionize is not regnant strategy.

"After fractionize of fixed position category, also have carrying out on give an issue. Theory has a fault I am not clear, but see a lot of companies at least, apt hits catchword: We are the leaders of such-and-such industry. This is to engraft of type, we think to want to relapse instead only answer say, I am the first name, leader of such-and-such industry, consumer meets what believe really. Consumer meets what believe really..

2, how to make a brand occupational truly consumer intelligence

Since no matter use,category locates, brand how Where is intelligence of truly occupational consumer? Be fond of tea especially, be fond of tea is not the noun of a brand, but the pronoun that it has made new tea drink.

In Nie Yunchen look, what consumer needs is not to explain to public, however resonant.

"We are inchoate person grandma builds manufacturing Zhi tea, be originally Taiwan with respect to some, but we are person tea of Zhi of the first make it, we want to let consumer know very much, so we are written on advertisement on we are initiate person, but discover this kind of conduct propaganda is very faint later. But discover this kind of conduct propaganda is very faint later..

"Consumer of a lot of time is to looking for resonance, stemming from what resonance wants to deliver is the brand that starts formerly, we have inspire inspiration, or the child that itself is an inspiration. Then we adjust propagandist language for ' tea of a cup of happy event arouses an inspiration ' , not be to want to pass this kind of conduct propaganda to let consumer know we have inspiration very much, want to cause those to be full of the resonance of inspirational consumer in the life however, let them like to go up this brand. This is the resonance of viewpoint of value. This is the resonance of viewpoint of value..

Principle of burn of old father chapter emphasizes the squirrel, fixed position exists as before, but more important than fixed position is uniqueness.

"Our commercial pattern special pursue uniqueness. Why to a moment ago say to locate theory is in past times perhaps is a shortcut, likely today not quite is the canal used? Because I think to stress uniqueness and significance more today, only enough and unique ability shows itself. Only enough and unique ability shows itself..

"So we did the business that a lot of outsides feel mysterious, I remember this paragraph of time a few media compare firm to us, garble say we make clothing, go selling wine, make toothpaste toothbrush, still establish small town... how does without giving thought to,the someone say us, we say a word only: Give future. I think only unique ability is created likely great. I think only unique ability is created likely great..

3, without destruction there can be no construction, who will replace fixed position theory?

After all, fixed position theory can be alluded repeatedly, as a classic theory, because it once inspired a lot of people really,be. Although later generations is negative it, also must admit it first. Leave when us old classical when, the person that new generation does poineering work also is met confused, you say old fixed position theory washed-up, so who goes?

This respect, sciuroid old father and happy tea author gave out oneself reflection:

Chapter set the prairie ablaze points out, actually if according to fixed position for, the fixed position of 3 squirrels floats a bit. 3 squirrels held at 2 o'clock: The a bitth, core is to make host glad, master and glad thing is done, grouchy do not do. Also do not assess sale outstanding achievement, the satisfaction that assesses host however is spent.

more interesting at 2 o'clock, highlight oneself uniqueness to be in a fixed position that floats quite, 3 sciuroid general everything " the squirrel is changed " .

Chapter set the prairie ablaze says, "In the past, the most crucial link in our brand, pay attention to our brand to just be mixed namely between consumer communicate, this also is the past replaces advertisement to expend a kind of the most efficient way in 5 years. Only last year one year we personnel of 600 customer service, online happen with 20 million person-time communicate, and what use in communication process is the language that this kind of squirrel changes completely. We carry communication significance, shaped the unique value of our brand. Shaped the unique value of our brand..

Chapter set the prairie ablaze emphasizes, "In wanting to change a course in recreation, originate a few behaviour that can show unique value, language, content, e.g. our language mode, it is to be in our substance inn even, the means that counterjumper takes a picture to you, pattern that follows your group photo, our dancing mode is waited a moment. The means that counterjumper takes a picture to you, pattern that follows your group photo, our dancing mode is waited a moment..

Lie personally in the industry with an intense competition, nie Yunchen's crisis feels apparent heavier, nevertheless he also thinks, what any consumption output finally is culture:

"The tea that suckle a lid this category can outdated? Very it's hard to say. Any products have life, be fond of tea is drink of a tea young the brand that turn, so we also are to hoping, can be based on tea drink young change, make tea drink truly young the culture of a complete set of that change, include the inspiration that we say, include feeling of a few designs, cruel to wait a moment, we hope to do this.

Around tea drink young the culture that change, we can condense the customer that likes us more very much, can sell canvas bag now and then even, go up after the line 30 seconds, 20 seconds can be grabbed, but this is the thing that did not come later. But this is the thing that did not come later..

Actually, no matter 3 ceremonies that sciuroid recreation turns feel (the character that the squirrel changes) , still be fond of tea to be based on " esteem is inspirational " makes tea culture, can saying is new " fixed position " , it is jumping-off place of this kind of fixed position only, it is commodity no longer, however specific person.

4, the fixed position that reviews Jackie Telaote is academic

Finally, we will review fixed position theory, yearning its author Jackie Telaote.

Classical become classical, because,be although its are born social history environment changed, it is OK still breed goes new wisdom. When you come up against bewilderment, classical perhaps can give you a few new inspiration.

Fixed position theory | Expert of American famous sale Ai Reese (Al Ries) with Jackie Telaote (Jack Trout) at 20 centuries 70 time put forward.

Reese and Telaote think: Fixed position wants to begin from a product.

The product may be an an a kind of commodity, service, orgnaization it is a person even, perhaps be yourself; Fixed position is not the thing that you should do to the product. Fixed position is the thing that you do to anticipating the client wants.

In other words, you should give a product fixed position in the mind that anticipates a client, ensure the product is in anticipate to a truly valuable position is held in client brains.

The core of fixed position theory:

"A center two main point "

With " make a brand " for the center, with " competition is oriented " and " consumer intelligence " for main point.

Jackie Telaote | "The father of competitive strategy " the sale strategist of baud of Michael Er · , also be American spy fatigue seeks advice from company president especially. The sale strategist with the toppest whole world, fixed position theory and the founder with sale academic fight and pioneer.

He 1969 with " fixed position: Coessential the path of the competition that spends a period " (development is later " fixed position: The path of battalion of already of look forward to of new competition period " ) the paper offerred trade first medium " fixed position (Positioning) " idea, 1972 with " fixed position times " the paper initiated fixed position theory.

On June 5, 2017, yu Jiazhong of Mr Telaote demit world. Die at the age of is 82 years old.