Author: Johnson
来源:PR人(ID:PublicRelationship)和PRREN(ID:PRREN)
(a)
One month after the launch of Xiaomi Auto, the sales of single cars have surpassed the sales of "NIO" and "Xiaopeng" in the new car-making forces in 2023, and it is only a matter of time before it crosses the "ideal".
And what we want to say - the better the Xiaomi car sells, the more the positioning theory fails.
To put it simply, the positioning theory requires that you can only have one brand positioning for a category, such as "drink Wang Laoji if you are afraid of getting angry" and "buy Head & Shoulders if you are dandruff". Because consumers only remember the number one in this category, they should be positioned.
So the question is, what is Xiaomi? Xiaomi has both mobile phones, tablets, and TVs, and now it sells cars, and it sells so well... What is Xiaomi? It doesn't conform to the logic of positioning at all?
Because Xiaomi just started to extend from mobile phones to tablets, TVs, purifiers and other categories,Many domestic positioning experts are not optimistic,Of course,Xiaomi's TV、Purifiers are not as good as mobile phones,Therefore,There is also a starting point to say"Xiaomi still meets the positioning theory",Because TV is no longer such a strong category,You see that other sales are also average。 For example—— 。
If Xiaomi dares to switch from the mobile phone to the car track, then the "positioning experts" will be very unoptimistic, such as —— 。
But the reality is that Xiaomi cars are very uncompetitive and "sell very well", what can I do?
(b)
Theory is usually derived from practice and then guided by practice. Positioning theory was born more than 50 years ago, based on the summary and refinement of the business practice at that time, so it was adapted to the business practice at that time.
Because the logic of business at that time was that offline shopping was very rich, and consumers' traffic was in offline hypermarkets, and they were at a loss in the face of many goods, so the positioning was clear, and it was easy for me to remember, and I could follow my mind to buy, for example, there were so many milk powders on the shelves, I wanted to choose Feihe, because it was designed for Chinese babies. Consumers have limited minds, so positioning to let consumers know you is the most basic basis for positioning theory.
But 50 years have passed, the stars have changed, and the sea has changed dramatically. Now the logic of shopping has completely changed, and the consumer's mind does not need to remember so much to complete the perfect purchase
1. For example, buying milk powder, it can be the logic of searching, Taobao search, whoever has more praise and high cost performance, I will buy whom;
2. There is also the "logic of shopping", Xiaohongshu brushed up, and when I found that this milk powder was good, I bought it;
3. There is also push logic, big data knows that I am a mother, and the milk powder is pushed over.
In the era of short videos, IP can also bring goods, everyone sees that Lei Jun is the top stream, has a good character, is the president of Shuangwen, and down-to-earth, so the products he endorses must not be wrong, so Xiaomi cars are selling out again...
Of course, you may want to say, no matter how good Lei Jun's IP is, after all, it is a car of more than 200,000 yuan, is the logic of recognizing IP to generate purchase really valid? This question is also correct, or it can be said that the endorsement of Lei Jun's IP is one of the reasons why Xiaomi cars sell well, but the logic of recognizing IP to generate purchases does exist, for example, the same corn, the same price is even more expensive, why do mothers-in-law choose Dong Yuhui?
(c)
Therefore, the better Xiaomi cars sell, the more diversified shopping logic can be popular, and diversified shopping logic adapts to different business theories, only adapted to offline shopping too much, the limited mind therefore needs to be positioned so that consumers remember the main reason for the failure of the "positioning theory".
And this is also the main reason why Lei Jun made Xiaomi Automobile's success today because of his profound business insight and "willfulness", and accidentally offended N many "marketing masters".
Of course, the positioning theory is still adapted to some of the current business environment, for example, after the complex search results come out, some consumers directly look at the sales volume, the number of praises, and the cost performance, and they make purchases, and some may be based on a profound slogan under the guidance of the "positioning theory", which just resonates with consumers and leads to purchases