In addition to shouting, what should I do?

Often see companies in the investment, in the advertising directly shouting that he is the industry leader, category first, and even the boss is the boss who advertised himself, not the first flicker yourself is the first, that preempted the boss. This phenomenon shows that many companies understand the value of the boss, the boss is not just a good name, the important thing is that the boss is the most scarce resources that can be cherished, we must fully seize. Because under the same conditions, the boss can obtain superior resources in many aspects such as brand, capital, cost, market, and consumers' minds. This is the unique phenomenon of the "big advantage, the stronger the stronger" phenomenon of the boss.

Actually to be the boss, to take the opportunity to grab the boss, in addition to self-proclaimed "cry", but also what to do? How to do it?

First of all, we must grasp the timing of “calling” the boss.

A brand of a product has already begun to emerge in the industry and the category market. It intends to become the boss, and it is necessary to grasp the timing. It is not good to be too early or too late. Pay attention to “stability first” and “afterwards”.

"Stable" refers to. After exploration, the company has already perceived that the category market has a good growth potential and a large market potential. There will be a period of market outbreaks. However, at present, the market as a whole is not yet large, the corporate body is not large enough, the brand foundation is unstable, and it is involved in market competition. The number of companies is also small. At this time, companies need to take a short-term and low-key work, which can be described as dormant. Concentrate on exploring experiences, train the team, find patterns for the rapid expansion of the coming market, and accumulate strength.

"Post-fast" means. After the company is ready, or before a competitor starts, especially if the big companies outside the category market plan to pick up the peaches, they must act quickly, preemptively, and expand rapidly.

When Qiulin Company finally managed to make improvements in the northeast market of Guwas, Wahaha came to grab the Guwas market. The market is open, fair competition, and blockage are unstoppable. The purpose of the category creators is not to block and accuse, but to grab! To seize the market and preemptive sound! Qilin's problem is that its own response speed and preemptive vocalization are slow. Many consumers in central and southern China still think that Gwas is the first one launched by Wahaha, and it is even more difficult for anyone who has genuine craftsmanship. It was a great morning and a late set.

Being the boss and doing the industry at the same time is more credibility than shouting the boss.

To be a boss, not only to do business, but also to do the industry, more credibility than just shouting the boss, but also to establish the status and image.

It is incumbent on the boss to find the industry (category) and expand the industry (category); promote the category, does not exclude competition; set the industry benchmarks, master of the rules of the standard.

This is not learning Lei Feng, this is really the law. If you say the boss, do what the boss should do. The position of the crown and leader of the boss will become the result of the incident.

The development of the boss must focus on the development of the industry, but also rely on the development of the industry. Without industry, companies are like fish without water, so they cannot have a vast market and a suitable living environment. Therefore, the boss should do the industry, the vision can not be too narrow, if you always do those crowing the dog thing, you may get some money, but it is impossible to achieve the boss Albert.

Milk was originally a small category. With the joint efforts of Yili Mengniu, the dairy industry became a big industry. At the beginning of 1999, when Mengniu started its business, it realized a sales income of RMB 43.65 million. At this time, Yili’s sales amounted to RMB 1.2 billion. In 2012, Mengniu achieved sales revenue of 36 billion yuan and Yili achieved 42 billion yuan.

Qiulin discovered and educated the Guwas market. Wahaha, as a latecomer, looted and seemed to be a bad thing. It was actually a good thing. Qiulin and Wahaha stood in the same camp this time and jointly robbed consumers of attention to other categories. It is this synergistic effect that the market of Kvass has never been as big as it is today, and it is hoped that the Kvass category will be built into a mainstream beverage product.

Discovering industries and making big industries is a feature of the boss! In the development stage of the category market, it is not who puts people to death. In that case, they will not get a market and they will not win the image. To prosper the industry and grab ahead, it is the category creators who should do it.

To be the boss, we must establish industry benchmark standards, lead the industry, and be the masters of regulatory standards.

There are two standards here. One is the national standard system, and the other is the consumer evaluation criteria.

The boss should create leading or unique industry standards for category standards to lead the industry. The activities that may be passive and enforceable are changed into active leads and active marketing activities, and even affect the formation of national standards. They grab the upper hand and allow competitors to become followers and imitators.

You can also establish a “subjective” standard for the consumer to judge the product and guide them to judge the product according to the standards you set up. This is an effective rule for grabbing the market, being the boss, and branding.

When certain characteristics of your product become the national standard or de facto standard, its power is stronger than the law! The unification of oranges defines the juice content standard for low-concentration juices (10%), so everyone is consistent with him; JDB defines the “standard” taste of canned herbal tea. Later, they also have to say that their tastes are different. same. Even the material of the three tin cans that were originally used has become an object of imitation.

The national standard is the minimum standard that must be implemented by the enterprise. When other companies are complacent about reaching the national standard, you “get rid of” the high standard of the national standard and marketing company and make the standard the heart of consumers.

When food safety incidents occur frequently and products are severely homogenized, high standards are high quality and high standards are differentiated. Spreading corporate standards higher than the industry and spreading consumer-recognizable gold standards will win the market, and it will surely register the leader's image in the minds of consumers!