Don'T Take Marketing Trends Too Seriously.

There are always many experts in the food and beverage market to summarize and recognize the trend.

Currently in food

A company that produces red jujube concentrate has been praised for its products with nutritious and healthy dates.

Now, they turn jujube into jujube paste, which adds convenience and good products.

What puzzled the enterprise is that such a good product can not be sold.

Obviously, it is not equal to success to conform or follow up the so-called "trend".

We must recognize the trend and apply the trend correctly instead of seeing that the trend is blindly following.

How to correctly understand and apply

First, distinguish the truth from the trend.

What is the trend? The trend is found in a group of successful or seemingly successful cases, so the trend is true and false.

Marketers must recognize the truth of the trend. Otherwise, they will be laughed at when they take a stick, and the valuable time wasted and the market input will be great.

True trends can be assigned to many products.

For example, "health" is the trend, rich in vitamin C is healthy, coarse grains do fine is healthy, less oil, sugar free is healthy.

Another example is the "entertainment" trend, which can be absorbed by jelly and QQ ham sausage.

The trend can be pursued by all of you and is supported by many products. After a product is successful, it does not prevent another product from success.

The pursuit of the same, but products can be different, each has its own wonderful.

On the contrary, the pseudo trend is the pursuit of the external form of a successful product after the success of a product.

The product is similar, but the information conveyed by the product connotation is one hundred and eight thousand miles apart.

Because imitation followers only imitate the shape, ignoring the grasp of product connotation.

In recent years, mix and match has become a trend. It seems that no mixture can create new products.

But no matter how popular the mixture is, it is a pseudo trend.

Wahaha's "mashup" product, "nutrition express line", has broken 9 billion over the past 08 years. It has attracted numerous enterprises to follow up, and began to "hubby": vegetable protein + animal protein = "double protein beverage", soda + black tea = "tot soda black tea", hawthorn + Seabuckthorn + ginkgo + red date + lotus leaf + Puer tea = "non tea 6+1"......

As a result, few of them are successful.

"Nutrient express" 15 nutrients in one step, its success, in essence, is "the most nutritious drink" occupying the success, not the success of Mashup.

Mashup is just a representation, a method.

Many enterprises, including Wahaha, did not know the success or failure rule of the application of Mashup innovation products. They didn't rely on their lives to win the lottery. As a result, coffee Cola plus Cola cola and beer and green tea "beer catechu Shuang" were successively aborted.

Mashup is just a way of product innovation, not a factor in product connotation, so it can not be a trend.

If mixed products do not conform to category classification and cognition rules, they will not meet the needs of consumers, no matter how shocking they are.

Tot soda black tea belongs to this category.

Second, the trend is far from the marketing rule.

Trends are used to create and adapt.

Finding trends and adapting trends is what marketers should do, even if they create trends.

Marketers must not expect the trend to help you solve many marketing problems.

The trend is bigger than the marketing rule.

60% of the success of marketing is the success of following the rules of brand marketing. 30% is the success of work and strength, and 10% is the credit of innovation.

So, don't take the trend too seriously. Business operators should focus on whether the marketing strategy is right or not.

Many enterprises do not know the basic principles of marketing, rules and regulations, fear and obey, blindly and confidently, and innovate at random.

Coca-Cola's repeated failures in the tea and beverage market resulted in little success. All the products of Wahaha, such as rainbows after the rain, disappeared after a short glare.

Grasp the trend of market and grasp the essence of marketing.

Wahaha is still using the way of "mashup" to continue to create new categories. This time it is a functional drink "crystal eye yogurt", from packaging to name is very effective, in line with the trend of product functionalization.

But can it be successful? I am not optimistic about this because it does not conform to the differentiation of category rather than the law of integration. Consumers will not hold a yogurt, saying that yogurt is not yogurt, and that the medicine is not a large bottle of medicine to drink all day long, but I have psychological barriers anyway.

Working hard on pseudo trends is not a way of planting other people's land.

Wahaha wants to try it. Small and medium-sized enterprises don't try. You can't afford to waste time and money.