First, what is product positioning?

According to Baidu Encyclopedia, product positioning refers to what kind of products an enterprise needs to meet the needs of target consumers or target consumer markets.

Second, why do we need product positioning?

1. Clear which users’ needs the product meets and point out the direction for product planning;

Example: Taobao and Yunji are both shopping platforms, but Taobao satisfies the shopping needs of mass users, while Yunji satisfies the distribution needs of wechat business users. When gathering in product planning, it will not casually refer to taobao’s functional play, but focus on wechat business users to design functional play, for example, one point, cloud collection needs to use invitation code to register, Taobao does not. As an added benefit, the product team can save a lot of arguing time when discussing certain solutions by simply focusing on product positioning.

2. Occupy the minds of users and attract target users.

The mind of the user can be simply interpreted as the first impression of the user. For example, if you suddenly want fries, you would prefer to go to McDonald’s or KFC instead of a certain restaurant (unless that restaurant has super unique fries). Similarly, to Taobao and cloud set as an example, if you want to do wechat business, you will go to priority gathering, rather than Taobao.

Three, how to do product positioning?

There are internal and external. Internally, it means giving decisions to the company internally; Externally, I mean to show to users.

1, the internal

(1) Preliminary delineation of market scope. Which user groups are we going to target and what needs are we going to meet?

(2) Analyze competing products in this market. Select the current top, emerging competitors, SWOT analysis.

(3) Explore unique selling points. According to the analysis of the above two points, we have already known the needs of users in this market, which needs have not been met, and which needs can be upgraded and optimized. Then, we choose the core and most attractive as the selling point.

(4) Clearly convey product positioning. What users the product is mainly aimed at, what needs it meets, and what the core advantages (unique selling points) are communicated to the company to guide the direction of the team.

Example: A few years ago, the concept of crowdfunding became very hot. Therefore, A startup company wanted to make A crowdfunding product, and the product team began to analyze it. Crowd-funding modes mainly include equity-based crowd-funding, product crowd-funding and public welfare crowd-funding, among which equity-based crowd-funding can be passed by startups that cannot play it. Product crowdfunding has been reduced to product sales, and the market size is not large, so it also passes. However, the public welfare crowdfunding market is large, and there is only one “easy funding”, which is not particularly well-known, so there are opportunities to take advantage of it. Therefore, the product team chose the model of public welfare crowdfunding, and roughly determined the market scope: to meet the needs of sick users for fundraising and treatment. Then how do you discover the unique selling points of your product? At that time, according to the analysis of competitive products, they found that “easy to raise” requires a 2% withdrawal fee, which many users are dissatisfied. Therefore, the product team of COMPANY A decided to waive the commission fee to users and take free as the selling point if they could afford it. Finally, the product positioning of Company A is targeted at sick users to meet their needs for fundraising and treatment, and the core advantage is free. The position turned out to be very competitive, bringing in more than 2 million users within three months of operation.

2, foreign

After the product positioning is determined internally, it also needs to be displayed externally. The author believes that Internet products are mainly reflected in the following three aspects:

(1) Product name and slogan

“Melon seeds used car, no middleman to earn price difference”, a listen to whether you know that the product is selling second-hand car, and no middleman to earn price difference this advantage? The name and number of the product are the most important information for users to know before using the product and affect users’ first impression of the product. Therefore, in the product name and slogan, to reflect the internal product positioning, so that users know the characteristics of the product.

(2) Product functions

BOSS Direct Pin is different from other recruitment platforms in that it focuses on the function of direct communication between job seekers and the BOSS of the company, which gives users a unique feeling when used, deepening the impression of product positioning.

(3) Visual effects

Cool color, white, can give users a high-grade feeling; Warm color, dense, can give users cheap feeling. This is a visual strategy commonly used on shopping platforms. When experiencing a product, vision often subconsciously guides you to make judgments.

In addition, some people may think that the copywriting and business model of the product are also big factors, but THE author thinks that the average user does not care about the concept of business model, and good copywriting is the icing on the cake, and the conventional writing is not so so-called. What do you think?

What kind of product positioning is the best?

1. The market space for product positioning is large enough

What is big enough? That is, the product can generate more revenue than operating costs in the case of acquiring the target user group, otherwise it is easy to fail.

2. Unique product positioning

The only thing is that users who want access to certain aspects of the service can only use your product, so there is no need to worry about the number of users.

Slogan first

“The first” the word has a lot of magic, the previous propaganda slogans like to use “South China first brand”, “the whole network first” and so on, because users have herd psychology, can users from the hands of competition to dig over. But then the advertising law banned the use of “first” words, causing advertisers a headache. One way to circumvent this is to look for words that represent “number one” based on the market in which the product is currently located, and then quote them, for example: “Tencent Sports, Champion channel”.