This is the fourth chapter of the methodology that must be learned for entering a large factory. This article will talk about a very classic methodology - 4P.
Maybe many children's shoes in traditional enterprises are more familiar with the theories of 4P and 4C, but children's shoes in Internet enterprises may not understand. This theory has been put forward for nearly 80 years, and the current technological environment has undergone earth-shaking changes. Therefore, in this article, my sister will explain the "Internet-specific" 4P theory, even if you understand 4P children's shoes. You can take a look.
It is different from other writing methodologies telemarketing list written by my sister ( MECE , STP , PEST , etc.), in order to explain this methodology more completely and deepen my memory, this article will focus on the example of a single brand - Luckin Coffee.
The negative news that everyone is more familiar with may be "data fraud", "delisting" and other negative news. Senior sister was also dissed in the past, and she expressed the emotion of "Is it still listed here? The American stock market is stupid and has a lot of money". After all, the Internet is not outside the law. Land, forgery and death. However, after Ruixing changed its CEO last year, there is a tendency to turn around and counterattack:
After the delisting, Ruixing's share price in the fan sheet market rose more than ten times (yes, there is even a market for delisted stocks in the United States, and Xiao Lizi is a fan sheet salesman at the beginning of the wolf of Wall Street);
The topic of has 50 million views on Xiaohongshu , even more than (more than 44 million). Like Starbucks, Luckin is also selling cups;
Luckin's raw coconut latte was often sold out when it first came on the market;
Luckin registered a trademark and it became a hot search on Weibo.
The reasons behind these phenomena are perfectly in line with the 4P theory . Let’s learn it. Let’s first look at the framework of the 4P theory, which is mainly composed of four parts: Price, Product, Place and Promotion. Explain ↓
After the delisting, the stock price doubled tenfold? Learn 4P methodology from Ruixing's "counter-attack"
1. Price (price) and Product (product)
Product and price are the two most basic Ps in the 4Ps. If your product has no advantage in products of the same price, then the other two Ps will not last long no matter what you do. Luckin’s delisting is the best example.
Let’s talk about pricing first, because the price will directly determine which users you compete with other brands in which price range, and also determine what your product should look like. So, there is pricing first and then products .
Here we have to use STP to do user stratification → select target users → business positioning. If you are interested, you can read this article .
For example, at the beginning, Pinduoduo’s target users were “extremely low-price” users, so at that time, all products sold on Pinduoduo were large TVs of several hundred yuan, but now Pinduoduo has expanded its target users to “pursuing discounts / cost-effectiveness” ” users, so they also began to sell genuine game CDs, cosmetics, Apple mobile phones, etc. (the reason for expanding users is also because of changes in the economic environment, if you are interested, you can go to the PEST theory ).
Luckin’s pricing is lower than Starbucks and most specialty coffees, so at this price, Luckin’s competitors are actually convenience stores (Family Mart) and fast food restaurants (McDonald’s).
Let's talk about products. In fact, whether it is consumer goods or the Internet, any product is based on the core needs of users . So in the case of coffee, it is clear that the core needs of users for products are "variety" and "taste". Compared with competing products, the varieties and tastes of Ruixing coffee are basically the ones that everyone is familiar with, and the taste does not have great characteristics. It is very ordinary coffee, and may even be slightly inferior.
Compared with products of the same price (Product), Ruixing has no advantages. Ruixing began to exert its efforts on the other two Ps, namely Place and Promotion. Follow-up articles It will be explained in detail, and the final result is known to everyone, data fraud and bleak delisting.