We know that desire is the cornerstone of business, and the essence of marketing is to constantly explore desire and its changing laws, find opportunities from it, and create unique value for customers. The biggest feature of desire is constant change, change contains opportunity, this series of articles is to begin to explore and study "desire", "and the law of desire change", explore ways to discover opportunities.
Serial "Desire Hegemony Theory" has said that desire is the foundation of business, is the foundation of enterprise existence, in the face of increasingly fierce competitive environment, the biggest strategic problem faced by enterprises is actually "choice".
Because the resources of any enterprise are limited, how to choose the desire space that is most suitable for its own natural genes (that is, first of all, from countless choices, to find the path that is truly suitable for the enterprise) is the key to determining the life and death of the enterprise!
There is room for desire to live!
No desire space is dead!
However, in the face of fierce competition, how to find the "desire opportunity" suitable for enterprises is the problem of all enterprises;
Most businesses do it hard!
The reason why the market cannot be opened!
The reason why the product does not sell!
The root cause is that the first step was wrong!
At the beginning, I chose a dead end that didn't work!
This is the most critical thing for businesses!
It is the first thing that all bosses must think clearly and understand, which is directly related to life and death!
It's like, you can never compare the sauce and incense craft and water source with Maotai, you can't compare the history of the wine cellar with the national cellar 1573, you can't compare the fragrant craft, the history, and the culture with the Fenjiu, these are all doomed dead ends!
so!
How do we decide? How to find a strategic breakthrough that is truly suitable for you?
The answer is to study the customer, study the customer's desires and the laws of desire evolution!
I hope to study and explore the changing laws of desire to find desire opportunities suitable for enterprises.
This article will explain in detail how to explore the opportunity for breakthrough according to the changing law of desire.
In fact, in addition to looking for market opportunities through desire differentiation (market segmentation), through the study of desire upgrading, evolution, and creation of laws, we can also find new opportunities, and then decrypt it for everyone!
<h1 class="pgc-h-center-line" data-track="6" >, Research on the Law of Desire Change: Exploration of the Four Evolutionary Laws of Desire Differentiation, Escalation, Evolution, and Creation</h1>
The industry has a cycle, the industry cycle curve is essentially a desire curve, from the initial period, the growth period, the maturity period to the final recession period, in fact, it is the result of the evolution of desire. There are opportunities at every stage of the evolution of desire.
The curve of change in the industry is the curve of desire!
At different stages of the industry, desire has different characteristics.
When the industry is in the initial stage: desire has just arisen, just in the process of starting from scratch, people have just started to pursue commonality, is as long as "there" on the line, can basically satisfy the desire, there is no too high requirements, this is in the initial period of desire (introduction period);
But here comes the crux of the matter.
When desire begins to be gradually satisfied from nothing, two important characteristics of desire come into play.
The first characteristic is: the law of desire saturation
When people's desires go from not getting, getting a little, getting some, to being slowly satisfied, to being excessively satisfied, people's desire for a certain product will gradually decrease, and people's desire will decrease with the increase of possession of a certain commodity;
When desire is satisfied from a little to the apex of satisfaction, the satisfaction efficiency of a certain product begins to decrease, and this critical point is the starting point of desire change, at which time desire begins to evolve, where two directions of desire change will occur: differentiation and evolution
From the tipping point, desire begins to diverge from the pursuit of commonality to the pursuit of individuality
From the tipping point, people aspire to go from the satisfaction of low-end desires to the satisfaction of high-end desires, so that desires begin to differentiate
From the tipping point, when desire is oversatisfied, people crave a better way to satisfy their desire, and desire begins to evolve
The second characteristic is that desire is never "satisfied"
When human beings' desire for an old product gradually weakens, they will pursue a new and better way and product to satisfy their desires, in fact, the essence is caused by the innate skill of "liking the new and hating the old" in human nature;
"Not satisfied", always pursuing better, is also the fundamental driving force for human progress.
When people have no clothes to wear, we only want a piece of clothing, no matter what material, what style, what color, good or not, we just want to have a piece of clothing, can keep warm on the line; when we put on the clothes, can keep warm, we want a better looking color, a better looking style, better material clothes; when we have money, bought a better color, good-looking style of clothes; this is after our desire for clothes rose to a higher level, began to pursue social recognition, Emotional and spiritual level of desire, then we will want big brand clothes, wear up to have face; when you wear more big brand clothes, you will begin to pursue the same clothing brand as your personality, temperament, values, philosophy, spiritual connotation, etc.; the current clothing brand is basically at this stage, because of the clothing industry, people's desires have developed to this stage; when these are also satisfied, there is also a representative of a certain niche culture, a certain spirit, such as the supreme that originated from American street culture;
The evolution of the industry (differentiation and evolution) is essentially the result of the evolution of desire (differentiation and evolution).
When people are not full, sweet potatoes, sorghum are grain, a steamed bun, rice is a delicacy, then want to be able to eat enough; when people can eat enough, they begin to want to eat well, steamed buns, rice is not a delicacy, has become ordinary food, big fish and big meat is the food; when people eat well, after tasting all kinds of big fish and meat, they begin to want, not only to eat well, but also to eat healthy, such as our pursuit of organic food, farmhouse, natural food;
People can grow, and so do desires
We always miss the taste of childhood, think that when we were young, the steamed buns in the town were delicious, the fritters in the town, and the snacks were fragrant; the current steamed buns were not delicious at all, there was no taste of childhood, in fact, it was not the taste of the steamed buns that changed, it was your desires that changed, and after tasting a variety of better delicacies, it became more and more difficult to satisfy;
When I was a child, a box of firecrackers can be happy for a day, a steamed bun can be eaten with relish, not firecrackers and steamed buns have changed, it is our childhood desires that are easy to satisfy, and when we grow up, desire is becoming more and more difficult to satisfy; not only are we growing, but desire is also growing.
The biggest feature of people's desires is that they are not satisfied, always want better, once the current desires are satisfied, there will be new, higher demands to meet the way, new needs will be generated, constantly moving forward, never ending.
It is precisely because of these two key characteristics of desire that the 3 major laws of change of desire lead to desire.
The first law: desire differentiation
As mentioned earlier, when the industry is in its infancy, desire has just arisen, people's desire satisfaction situation is in the process of starting from scratch, people have just begun to pursue commonality, is as long as "there" on the line, there is no too high requirements, but when the desire gradually begins to be satisfied a little bit, once it reaches the critical point, the desire will begin to differentiate, at this time people are not satisfied with just "have", will pursue more "personality", so a variety of segments of the desire, segmentation of the market began to appear, a variety of new opportunities also began to appear.
In the law of differentiation of desire, usually in the process from commonality to individuality, before the desire is not well satisfied, everyone pursues commonality, only pursues to be able to have, will not pursue the personality caused by individual differences; but when the desire is satisfied, the desire begins to differentiate.
At this time, the desire for personalization begins to develop, people are more and more to more appropriately meet their own desire for differentiation, the industry will gradually differentiate into more and more subdivided industry groups, and this differentiation process has always existed in the entire industry cycle. That is to say, in the process of development, the industry will continue to differentiate into new desires (new categories, new markets).
Since then, desire has been constantly differentiating for a long time, in fact, the most basic law of the world is constantly differentiating, human beings, animals, and other species are all like this, and it is precisely because of the characteristics of differentiation that desire is also constantly differentiating, thus constantly generating new desires, new desires and new opportunities for differentiation.
For example, the garment industry, in the process of continuous development of the industry continues to appear new categories, new markets, men's wear, women's wear, sports clothing, casual clothing, home clothing, social clothing, daily clothing, professional clothing, indoor clothing, stage clothing, qipao, kimono, etc., which are all due to the constant change of desire.
Desire differentiation is the inevitable process of the development of any industry, any industry will present the process of alternating the development of the main industry and the subdivision industry, the subdivision industry will also have a life cycle development law, and the new and old cycles are always alternating.
For example, the dairy industry surface is into the oligopoly of high maturity stage, the latecomers basically have no opportunity, the industry has entered the second half of the cycle, but the segmented low-temperature milk market has entered a stage of rapid development, the dairy industry has entered a new stage of low-temperature milk new cycle, the new cycle will inevitably have new opportunities continue to appear. The same is true of the liquor industry.
The development of the industry is always alternate in the old and new cycles.
A few days ago there is a brand of toothbrush, look for me to consult, their confusion is that there are currently thousands of brands participating in the competition, and such as Philips, Panasonic, Midea, Millet and other well-known electrical brands at home and abroad are involved, the competition has been very fierce, but they as a new brand, in the case of their own strength is very limited, how to stand out from how many competitors, such a fierce competitive environment, to grab a certain market share, in fact, it is very difficult.
How do I break the game?
In fact, the toothbrush is still in the early stage of rapid development in China, the current penetration rate is still very low, the future potential is very large, although the strong brands participating in the competition are very many, but basically use the influence of their own brands to harvest dividends in the early stage of the market, the industry is also in the "common stage", the critical point has begun to appear, the "personality stage" is about to open, the desire begins to differentiate, people are not satisfied with just have, but hope to have more personalized products, such as "cleaning ability is stronger and more professional toothbrush". Quieter toothbrushes," "children's teeth punchers for delicate oral features," "special teeth punchers for the characteristics of people who are straightening their teeth," etc., these have many opportunities for new brands, so for enterprises, the key lies in the matching of their own "talent genes" and "strategic opportunities".
Differentiation is an inevitable law of nature, and its essential reason lies in "difference", and difference will definitely lead to differentiation. Different people have different desires, and differences in desires are the root cause of differentiation.
People are the main body of the market, is the root of everything, the difference between people is usually due to differences in values, gender differences, income levels differences, differences in religious beliefs, differences in craftsmanship, functional differences, regional differences, age differences, physical differences, cultural differences, national differences, scene differences, etc., which lead to differences in desire.
Category differentiation is essentially market segmentation, which is caused by "differentiation of desire".
For example:
People of different ages have different desires: figurative sneakers, young, middle-aged, old, men and women have different desires;
The same type of person, different scenes have different desires: just like a person has different roles of shoes, such as sneakers for sports and fitness, casual shoes for home rest, rain shoes for rainy days, fashion shoes for clothing matching;
The differentiation of desire begins with the most basic functional differences, gender differences, income differences, regional differences, etc.; then desire will be differentiated due to cultural, social, personality, emotional and other differences, followed by values and religious beliefs.
The second law: desire escalates
There are many factors that affect the upgrading of desire: demographic changes, consumer level upgrades, changes in consumption concepts, evolution of the consumption environment, and increased alternative choices.
Desire is common in two deterministic escalation directions, and in both directions, there will be opportunities!
1. Upgrade direction exploration: The first upgrade direction: desire level upgrade
People's desires are three-dimensional and comprehensive, any decision-making of anyone has never been absolutely rational or emotional, rationality and sensibility will affect people's decision-making, but in the face of different affairs, different people, different stages of the impact of the proportion is not the same.
Everyone has basic physical and spiritual desires, as well as emotional and spiritual desires, these different levels of desires everyone has, but different people in the continuous stage, the proportion of different levels of desire is not the same.
Any industry, in the initial stage, we are most concerned about a product is the most basic functional needs, once the most basic needs are met, will begin to differentiate desires, and as the basic desires are gradually satisfied, the attention to basic functional desires is constantly decreasing, and the proportion of attention to higher levels of emotional and spiritual desires will gradually increase, which is mainly because once the basic needs of human beings are satisfied, the requirements for basic needs will continue to decrease, but gradually pursue the satisfaction of emotional and spiritual desires. Therefore, for many products in many industries, we basically start from the first focus on basic desires, and then the basic desires begin to decrease, and gradually begin to pay attention to emotional and spiritual desires;
Today's Chinese market, basically in line with this law, Chinese, especially the young consumer group of the Z era, the basic material desire has long been exceeded by the amount of satisfaction, people are more and more accurate to seek emotional and spiritual level of desire satisfaction, they and the 60/70 years of consumer groups are very different, 60/70/80 more emphasis on their own actual interests of the satisfaction, more concerned about the actual benefits, they pay attention to practical, cost-effective, they care more about the actual benefits brought to them by the brand; In addition to the actual interests of Z generation consumers, they care more about their own feelings, their decisions are more emotional, they not only pay attention to the actual benefits brought to them by the brand, but also care more about the values that the brand has, and they must be able to resonate with their values.
In fact, any enterprise's desire strategy has three major directions (any enterprise can create a long version of the enterprise from three directions), which is from satisfying the customer's physiological desires, emotional desires and spiritual desires; the choice of the three directions depends on the genes of the enterprise and the environment of the industry.
In fact, enterprises can create better value than competitors from these 3 directions according to their own genetic talents and advantages.
The homogenization dilemma of Chinese enterprises
At present, many industries in China are basically in the low-level competition of functional desire, and the competition is extremely fierce, after all, people's basic functional desires are always limited, easy to be oversatisfied, China's current stage of development, consumers, especially consumers in the new era, pay more and more attention to the satisfaction of personality, emotion and spiritual desire, there are still many opportunities worth exploring in the world of higher levels of emotion and spiritual desire.
Let me give you an example
The wooden door industry is currently in a stage of rapid development, the industry competition is extremely fierce, there are giants in the forest, and under the blessing of capital, high-speed expansion, rapid division of the market, outside the home, building materials giants, with the overall solution of the whole package, dimensionality reduction blow, as a new small and medium-sized wooden door enterprises how to break through?
I found in my research that although the industry is fiercely competitive, it is basically concentrated in the low-level physical level of competition, the entire industry is basically concentrated in doing silent, environmental protection, high-end, customization, quality, luxury, intelligence, etc., homogenization is concentrated in the physical function level, in the consumer's higher level of emotional, spiritual desire, there are still few enterprises to develop, which is the key to the breakthrough of small and medium-sized enterprises.
In fact, in the flooring, home and other related industries, consumer desire has developed from the basic functional desire to the stage of emotional and spiritual desire, such as the baroque floor of the flooring industry, the baroque floor of the baroque artistic lifestyle, and the antique floor of the world who is quasi-aristocratic.
Another example: teach you how to look for opportunities
In the liquor industry, where stock is squeezed, competition is extremely fierce, and there are more strong famous liquors than cattle hair, how can the new small and medium-sized liquor enterprises break through?
Let's be honest: it's hard, it's very hard!!!!!
If the strong areas of famous wine: quality, taste, aroma, history, innate advantages, etc. can not break through; then is there a chance in spiritual desire?
In many industries and many products in China, consumers have actually paid more attention to the higher desires of the emotional or spiritual level, if we still stick to the old ideas and fight on the bottom of the material functional desires, it is only a matter of time before we eliminate them.
One might ask, do my products and brands compete from material (functional) desires, or do they compete from the level of emotional or spiritual desires?
In fact, here depends on the development stage of desire, the gene of the enterprise and the competitive environment, if this industry, consumers have developed to pay more attention to emotional or spiritual desires for the purchase of a certain product, and emotions and spiritual desires are more in line with the corporate genes and competitive situation, then we must start from emotional or spiritual desires;
If the consumer is still at the bottom of the physical (functional) desire, it is more suitable to start from the level of physical desire. For example, the flooring industry and the furniture industry are upgrading from the level of physical desire to the level of emotional and spiritual desire at a better level. Of course, how to be good at technology, but also through continuous technological innovation, continue to gain competitive advantage.
2, desire to upgrade the direction of exploration: the second upgrade direction: desire grade upgrade
Due to the rapid upgrading of the economy, consumption upgrading, demographic changes, the rise of the middle class, the upgrading of aesthetic taste and other factors, many industries have appeared "desire grade upgrade", many industries have high-end development trends, in the high-end has been universal opportunities.
For example, in the liquor industry, although the overall output and demand have been shrinking for many years, the overall sales scale of the industry is growing rapidly. The reason for this situation is that due to the upgrading of consumption, the increase in the population structure of the middle class, the upgrading of healthy drinking consumption with less alcohol and good wine, and the reduction of drinking groups, the entire liquor industry is undergoing structural adjustment, and the volume and price of high-end, sub-high-end, and high-end liquor have risen in recent years, and the low-end liquor market is gradually shrinking. The liquor industry has entered a new stage of growth cycle.
The third law: the evolution of desire
The so-called evolution, in fact, is because "not satisfied, just satisfied and want better, human beings always want better", and the resulting technology, model and other innovations, will continue to create better solutions (products) from generation to generation.
For example, human beings always have the desire to explore distant places (curiosity), such as we tamed animals as mounts, and later invented more comfortable carriages, later invented faster, safer and more comfortable cars, and then invented trains with stronger carrying capacity and faster speed, invented more comfortable and faster high-speed rail, invented faster planes, and so on;
Look, we demand more and more, more and more, from the simplest desire (demand) to more and more complex desire, this is the essence of desire evolution, never ending in evolution, because as long as our original desire is satisfied, we will want higher and better desire, this is nature. Human beings are also constantly inventing and improving by better satisfying more and more complex desires.
Every evolution means that a more complex (more demanding) desire is born, and a solution that satisfies that desire is born.
Understanding the law of desire evolution, you can always have insight into the changes in consumer desires, find out whether people are putting forward higher and more requirements for satisfying current desires, and you can explore the "next step of desire opportunities".
For example, in China in the 1980s and 1990s, cleaning was the only purpose of laundry, and people knew very little about laundry care agents, even if they encountered problems such as stiff clothes and static electricity after washing. With the improvement of living standards, the material of clothing has also increased from cotton and cloth to wool, silk, blended, etc., and various material types have a higher demand for clothing care.
In 1992, Unilever's "gold spinning" entered China, after years of consumer education and industry training, helped Chinese consumers solve the problem of static electricity and softness of clothing; gold spinning has also become the leader of clothing softeners.
In 2006, people's demand for clothing care has more changes, people no longer meet the previous single supple, in addition to static electricity, they prefer that clothes in the washing, can protect the bright color of the clothes, will not be washed more and more old, they hope that the clothes can face a variety of smoke scenes in daily life when lasting fresh, fragrant charming, etc., people have more and more extensive evolutionary needs for clothing care, at this time, Gold Spinning launched a series of seven-effect products, mainly including soft and comfortable, fresh smell, removal of static electricity, Neutralizing alkaline residues, smooth fit and not easy to deform, upgrading the clothing softener created by itself to a comprehensive care agent for clothing, Gold Spinning has occupied a monopoly position in the market for more than 20 years.
Therefore, to explore the law of the evolution of desire is to gain insight into the "next opportunity" in a timely manner through the exploration of the law of change of desire.
Of course, the specific direction of the evolution of desire is basically uncertain, and it needs to be constantly explored, or created.
The fourth law: Desire can be created
First of all, desire can be created, and when a person is born, he is a blank piece of paper, from eating and drinking Lasa to more and more and more insatiable seven passions and six desires are created the day after tomorrow. Americans yearn for freedom; Middle Easterners believe in Allah; Muslims believe in the Qur'an; Buddhists believe in reincarnation of cause and effect; this is all acquired desire.
Desire also has the development law of "birth, old age, illness and death", and there are births and deaths, of course, which can be created. The industry development cycle mentioned at the beginning of the article is the inner essence evolution of the law of desire "life, old age, illness and death".
So how does desire arise? (How was it created?) ）
The "birth" of desire comes from the "stimulation" inside and outside the body.
Internal stimuli are "innate desires", such as eating, drinking, sleeping, sex, moods and sorrows, etc., which are caused by internal stimuli; external stimuli are acquired desires, such as freedom, exploration, health, religious beliefs, and so on.
The body is a tool for people to perceive the world, is a receiver of information, and desire is also generated by receiving information from the body, which in turn stimulates the brain.
The principle is that people receive information through the body, and through the brain processing and storage, and gradually establish the cognitive world inside the person, when the body receives a certain information again, it will stimulate the brain, after the analysis of the cognitive world, produce different desires.
Therefore, man will only have desire for the affairs within his own cognitive world, and it is impossible to have desire for existence outside the cognitive world.
So new cognition will have new desires; and desires will push people to explore the unknown and establish more new cognitions.
Cognition and desire are symbiotic
Desire pushes human beings to explore new cognition, and in new cognition, new desires will be born, and the cycle will continue to be endless.
Cognition will give birth to desire, and desire will also give birth to cognitive progress, constantly reciprocating and promoting each other's bonuses.
When we have desire for something, desire will promote people to obtain more relevant cognition, and the progress of cognition will make people have new desires.
Human desire is constantly evolving with the evolution of cognition, and cognition is also constantly evolving under the impetus of desire.
Through cognitive cultivation, new desires are born;
We can stimulate the emergence of new desires by cultivating people's cognition.
Many new products enter the market, starting from cognitive education and habit cultivation, such as the above-mentioned Shu skin jia sterilization hand soap, gold spinning, drip clothing sterilization liquid and so on.
Of course, not the emergence of new desires requires a long period of cultivation and education, and there is a "key fulcrum" between new desires and cognition.
How to use the "key cognitive fulcrum" to leverage the larger market of desire? (More on that later)
In fact, marketing communication is essentially the use of "cognition" to pry desire, whether it is an existing desire or a new desire, it is the case;
<h1 class="pgc-h-center-line" data-track="7" >2. </h1>
The key is two points
The first is to clarify the stage of the evolution of desire, to see which stage of desire develops, and to determine the next method of insight into opportunities according to the characteristics of the stage.
The second is to analyze the existing desires (exploring the opportunities for explicit desires and the opportunities for implicit desires) and how to create new desire opportunities in two general directions.
In any case, insight into the desire opportunity, the essence is to measure that kind of desire, the company's natural genes are most likely to do a good job, after the choice, in the selected desire to continue to work hard, continue to create better value, so as to dominate this desire, to obtain desire hegemony.
<h1 class="pgc-h-center-line" data-track="5" >1, how to choose the right opportunity in the existing desire? </h1>
Existing desires refer to the desires that already exist in consumers;
In essence: to find opportunities from existing desires is to study the existing market and various market segments, and judge whether there are opportunities suitable for enterprises through the "Fang's 7 Factors Screening Method" to be discussed below.
1) The desire that already exists, how can the company gain insight into opportunities and discover opportunities?
For the study of existing markets, there are usually two cases
One situation is: positive opponents, choose to be the same kind of customers, competition will start from the most core desire, gradually to the low priority of the desire to compete for comparison, enterprises from many core concerns to choose a long board, such as price advantages, service advantages, etc.; this is a full range of competition, this is the most conventional competition situation.
The other is to avoid opponents and look for opportunities through the differentiation law of desire: choose to subdivide the customer's segmentation needs service, because different customer concerns are different, choose the needs that are suitable for themselves, and they can do a good job, and make the long board long.
The following is a detailed explanation of the specific method of "Fang's 7 Element Analysis Method":
Any industry development to a certain stage, desire will differentiate, there will be many sub-sectors, what we have to do is to analyze the existing market of each subdivision of the industry capacity, activity (growth rate), future trends, competition stages and patterns, after fully analyzing their own natural genes, ability resources are good or bad, choose a desire that is most suitable for enterprise occupation, focus and continue to invest, and constantly create better value, so as to always better than competitors to meet customer desires.
The essence of studying "capacity, activity, trend" is to study the size and potential of the segment, so as to judge whether it is worth choosing and entering;
"Capacity" can directly judge the size of this market segment, and whether enterprises can eat enough to enter.
"Activity" can directly judge the growth of the market segment, high growth, natural access, low growth, naturally not worth investing.
"Trend", judging to enter that market, not only to consider the current capacity and growth, but also to consider the future potential, so that the market segment has no development potential in the future, and the company naturally considers it carefully.
The essence of the study of "competition stage and competitive pattern" is to judge the supply and demand relationship of each market segment, so as to further judge and identify the opportunity market;
The "competition stage" research is to judge the development stage and supply and demand relationship of the market segment, if the market segment has entered a recession period, it naturally cannot enter, and the mature period should also think twice.
The study of "competitive pattern" is also to judge the opportunity of market entry, oligopoly pattern, and it is naturally not recommended to enter in general.
Through the "7 factors" study of existing market segments, we can find a certain desire for opportunity that consumers are not satisfied, or a certain desire for opportunity that we have the ability to do better than our competitors, or a higher efficiency (lower cost).
For example, after the melamine crisis in 2008, China's dairy industry faced a crisis of trust, the Chinese market is a huge opportunity for international milk brands, and the Chinese milk powder market is almost occupied by foreign brands. Some domestic enterprises see the opportunity, many domestic enterprises, in foreign countries to register foreign trademarks, OEMs, or directly build factories, and then through the import of foreign brand identity to enter, gorgeous into the domestic market sales, of which Ausnutria is one of the leaders.
The above is a study of explicit desire, which is the most used method in enterprises.
2) How to gain insight into "hidden desires"?
Implicit desire is a desire that already exists but has not been discovered (unsatisfied desire), which is a hidden potential desire, but also a blue ocean market; the common method is to study and understand the undiscovered (unsatisfied) desire opportunities through the differentiation and escalation of desires;
According to the law of desire evolution, when the industry is in the initial commonal stage, commonality dominates, but with the increase of desire satisfaction, personality begins to highlight, when the critical point is reached, desire begins to differentiate, consumers' various personalized desires begin to sprout and grow, and gradually grow, at this time, new market opportunities (hidden desire opportunities) begin to blow up, and a large number of new opportunities appear;
With the development of the industry, consumer evolution, new opportunities continue to arise, but the amount will gradually decrease, once the industry enters the oligopoly stage, most of the various types of desires are highly satisfied and developed, the new opportunities at this time basically only come from the desire to upgrade and evolve. These are the keys to advancing technology and better satisfying the evolving desires.
Looking for opportunities according to the law of differentiation of desire, it can be found according to the law of the two directions of differentiation of desire
One is the law of horizontal differentiation:
Identify opportunities by looking for segmented groups of opportunities (users); the principle is that different people have different desires
This is the most common approach:
Segment the crowd (user) opportunities according to the "income level": the analogy is the boss to do high-end users, I will be a mid-end user;
Segment the population opportunities according to the "gender difference": for example, if everyone does VC, I will specifically target VCs for female users;
Segment the population opportunities according to the "age difference": for example, if you make shoes for elderly users, I will make shoes for middle-aged users;
。。。。。。。。
The other is the law of vertical differentiation:
By segmenting the needs of users to find opportunities, the principle is that the same people have different kinds of desires;
For example, if you make elderly sneakers, I will make elderly home casual shoes, and others can make elderly slippers, elderly social fashion shoes, elderly cloth shoes, elderly formal leather shoes and so on;
Metaphorical shampoo, there are anti-dandruff, supple, maintenance, repair and so on;
Metaphorically, tobacco, alcohol and tea, you can use it yourself, you can also make gifts, and the self-use market can not be an opponent, you can do the gift market;
Procter & Gamble's development history is to continuously explore the process of market segmentation (population), they have always been studying the differentiated needs of different groups, and for the different needs of different consumer groups, developing a variety of brands and products, developing a variety of brands and products for people to wash away dandruff; through market segmentation, we have found women's differentiated needs for hair cleaning, especially female users have developed a soft hair that makes hair supple, and developed Sassoon for people who often perm and dye their hair to repair damaged hair.
The key to insight into implicit desires lies in exploring which types of people's desires are not well satisfied.
When I served Tai Chi Group in 2019, I did brand planning for the stomach medicine agarwood gas tablets for the elderly, the gastric medicine market was fiercely competitive, and there were many strong brands such as morphine, Daxi, Jiangzhong Jian Stomach Digestion Tablets, etc. As a new product, it is not easy to get a share of the agarwood gas tablets. I found in the market visit to buy the main population of gastric drugs, suffering from chronic diseases of the elderly group, due to the perennial inseparable from the drug, liver, intestinal function damage degradation, not only often food indigestion caused by bloating pain, but also liver gas caused by flatulence, in their in-depth communication, found that most of them complained about the big brand morphine, stomach digestion tablets after eating, the food caused by the flatulence effect is a lot, but the effect on flatulence is not good, after eating agarwood gas tablets, not only can eliminate indigestion, It can eliminate the problems of flatulence, acid reflux, belching and other problems caused by liver qi.
At this point, I found that the middle-aged and elderly groups that take medicine all year round not only have indigestion caused by accumulated food, but also have flatulence, acid reflux, and belching caused by liver qi, which is the hidden desire that has not been discovered in the market at present, and it is also the biggest opportunity for agarwood gas tablets.
Although there are many gastric drugs, for consumer groups that take medicines for a long time, degrade or impaired gastrointestinal function, the current market does not have products for their specific needs, which is an objective demand opportunity in the market, but it has not been insighted and satisfied.
This is an insightful approach to implicit desire.
Of course, there are many cases of this kind, such as the good back of the year, good memory, brain platinum and so on.
<h1 class="pgc-h-center-line" data-track="9" >2, how to create desire, create opportunity? </h1>
There are two kinds of creative desires, one is to create and stimulate old needs, thus creating opportunities; the other is to create new needs and create new opportunities through cognitive cultivation.
1. Create demand
1) Stimulate desire to create demand
By stimulating "taste, smell, vision, hearing, and touch", inducing desire and inducing people to consume;
Induce desire by stimulating "vanity, comparison";
In fact, there are many things in our lives that we do not necessarily need, and almost all of the "desires" are artificially stimulated and induced.
China's largest and most successful case of creativity and desire stimulation is "Tmall Double Eleven".
2) The changing environment creates desired opportunities
Change is the eternal law of the market, the market is often affected by the "desire side" and "supply side", the generation of such desire opportunities is generated by internal and external stimuli, such as government policies, environmental changes, emergencies and other factors, resulting in the market (desire can not be satisfied) supply and demand imbalance, the opportunities generated, such as the global epidemic caused by the masks, disinfectants, related medical supplies of the quarterly shortage, resulting in huge opportunities. Insights into such opportunities require accurate predictions of key variables to determine the timing.
2, new desire to create: consumers did not have this desire before, through the stimulation of new desires
People are cognitively limited creatures, often have a lot of desires, people themselves have no consciousness, need cognitive guidance to produce. Enterprises need to generate new desires by guiding and cultivating consumers.
For example, many new products enter the market, starting from cognitive education and habit cultivation, such as the above-mentioned Shu skin jia sterilization hand soap, gold spinning, drip clothing sterilization liquid and so on.
Of course, the creation of new desires does not require long-term guidance, cultivation and education, and there is an interdependence between the cultivation of new desires and the cognitive basis, as shown in the following figure:
Long-term education: Some new desires need to be guided and cultivated for a long time in order to develop and grow, because consumers have no cognitive foundation, and need to start education and training from 0 to 1, such as cars, telephones, airplanes, etc. These new inventions and new creations need to be guided and taught to consumers for a long time, these things and concepts that are completely unfamiliar to them, establish a preliminary cognition, and then on the basis of a certain cognition, prompt customers to buy;
Short-term education: Some new desires often only need "a sentence of advertising words" to pry, because consumers already have a certain depth of cognitive foundation, but only need a certain method of guidance can create new desires.
The reason why we can create new desires in a shorter period of time is because we can borrow existing cognitions and let people quickly generate new desires.
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