Apr 09, 2022
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The same product, different people do, the effect may be very different, this is because the underlying logic of different people's marketing is also different. From the perspective of a product expert, the author of this article reveals the underlying logic of marketing, and analyzes how to create a good, memorable and good product from three perspectives: good demand, good value, and good growth. How do product masters make products? Today, it is mainly dismantled from three aspects:Good demand is the premise of a good product; Good value is the core of a good product; Good growth is the destination of good products. 1. Good demand is the premise of good products What is a good product? There are so many definitions that there is no official one. Let's take a look, how does the great product manager Steve Jobs define a good product? The job title email list underlying logic of product masters 1. What is a good product in the eyes of God? A good product is a collection of different needs and priorities - Steve JobsI don't understand, what is the focus of different needs? The importance and prioritization of customer requirements are called requirements priorities. For example, when buying a house, everyone thinks differently: some people think that children are the first priority, and give priority to their children—then they focus on buying a house in the school district; some people consider that the elderly at home are not in good health, they like to exercise, and they want to Closer to the park - he ranked the park house first. The same is the demand for buying a house, and the order of importance and priority of each person is different - this is called the focus of demand. Looking further down, what is a collection of different needs and priorities? What I just talked about was the feeling of the client. Let's look at it from the perspective of the merchant. What are their feelings? What the merchant considers here is: "what do I do" make a list, and "what I don't do" make a list. For example, I specialize in selling houses in the school district. The house next to the park is a little farther from the school, so I don’t consider selling it. Therefore, a list of "what to do" and "not to do" is called a set. A good product looks at its importance and priority from the customer's perspective. He makes two lists, one list is "what I do"; the other list is "what I don't do", which is called a good product. I don't understand, why do you say this is a good product? Why does it sell so well? If you make a product in this way, what will be the result? Your market segmentation will be very clear, and your "what to do" and "what not to do" will be very clear. For example, Apple does not make low-end mobile phones, and Xiaomi cannot reach Apple's price. The positioning of these two companies is very clear. So, market segmentation becomes very clear based on your list of "what you do" and "don't do". It will also become very clear what commercial species you are. Pinduoduo specializes in the business of sinking markets. Tmall leads the fashion in many aspects. They are different as commercial species. Is there any similarity between Pinduoduo and Tmall? The same thing about Pinduoduo and Tmall is that they both sell goods online, and they are both top e-commerce companies. This is the part they have in common. What is the same as others? ——The same part determines what I do? What is my position in the industry chain? The opposite of being the same is being different. What is different? - What's different about what I'm good at? Where do I prioritize and prioritize the needs of my target customers? For example, I specialize in school district housing, and my priority in the importance of the needs of target customers in school district housing is ranked in the top few. If I am a park scenic house, then my psychological ranking of house customers in the school district will be lower. Therefore, the good product defined by Steve Jobs turned out to be two interesting parts when thinking from the perspective of the merchant:The same part determines the attributes of what industry I am;The part that differentiates me, determines my place in the importance and prioritization of the needs of my target customers. This is called a good product in the eyes of a god-level product manager.