Functional segmentation, creating explosive products

Create new categories and create big hits.

The new category is based on classification, through different perspectives and logic of classification, so as to focus on a subdivision category.

Today, let's talk about classifying through the functional perspective, to create a new category, so as to make a blockbuster.

Any category itself, with multiple values, multiple functions, new category opportunities, in the cognitive boundaries of customer function classification, based on their own strengths, to find a category opportunity of functional segmentation.

Take the shampoo category. Shampoo has multiple functions, as long as it occupies a function point, it can be made into a blockbuster, take Procter & Gamble's shampoo three musketeers as an example:

Based on the functional subdivision of anti-dandruff, it can create a category of "anti-dandruff shampoo" and give birth to explosive products such as Haifeisi.

Based on the functional segmentation of nutrition, it is possible to create a category of "nutritional shampoo" and give birth to explosive products such as Pantene.

Based on the functional subdivision of suppleness, it is possible to create a category of "supple shampoo" and give birth to explosive products such as Piaorou.

Of course, there are many explosive products spawned by the shampoo category, such as the improved function of Sassoon's special research and development, the function of Qingyang focusing on refreshing oil control and so on. As long as you find a function point, you can achieve a blockbuster.

Take the toothpaste category as an example:

Toothpaste as a daily high-frequency consumption of daily necessities, and everyone's daily life is closely related, toothpaste can also bring multiple functions, each function segmentation, is a new category opportunity, can achieve a blockbuster.

Black toothpaste subdivides the "fresh air" function, and is the first in the industry to use pure natural mint and unique natural flavor formulas, becoming the first brand in the mainland toothpaste market in 2012.

Crest subdivides the anti-tooth decay function, the original fluster formula has excellent and efficient anti-moth function, and revolutionarily launched the first toothpaste in human history to prevent tooth stone, becoming an internationally renowned toothpaste brand.

Comfort da subdivides the anti-sensitive function, and has been committed to truly effectively alleviating tooth sensitivity, continuously providing products that effectively alleviate sensitive tooth pain, and creating a new category of sensitive toothpaste.

Similarly, in response to the problem of bleeding gums, Yunnan Baiyao subdivided the new function of "gum care" toothpaste, and took the lead in pushing toothpaste to the 20 yuan price band, becoming a big hit in the toothpaste category.

In the toothpaste category, there are many examples of similar explosive products, focusing on whitening function, focusing on solving caries function, focusing on solving tooth stain function, and toothpaste specifically for smoking tooth yellowing problems, etc., focusing on any function, can bring a subdivision category opportunity.

The same is true in the soy sauce category, focusing on the function of stir-frying and freshness, subdividing the "raw soy sauce" category, the birth of the "Haitian Gold Standard Raw Soy Sauce" this big explosive product, focusing on the braised coloring function, subdividing the "old soy sauce" category, the birth of the "Sea Sky Grass Mushroom Old Soy Sauce" this big explosive product.

Even in the fiercely competitive candy market, a new category of "vitamin candy" can be subdivided from the functional point of view, and Yake takes advantage of this new category opportunity to create a "Yake V9" big hit.

Through the above case analysis, we can see that the opportunities to create explosive products are endless, and what plagues us is always the idea, and there is a way out if there is a way out. If we grasp two key words, we can find new category opportunities.

The first keyword: categorization. Any category can be infinitely subdivided, as long as you find the right angle, find the right logic, you can divide indefinitely, the Yangtze River after the wave pushes the front wave, just like the grandfather gives birth to the father, the father gives birth to the son, the son gives birth to the grandson, can continue endlessly.

The second key word: focus. Classification is not the purpose, the key is based on their own circle of ability, focus on one of the opportunities, any brand as long as it is willing to attack a little less than the rest, can occupy a mountain, the achievement of a hegemony.