What Is an Augmented Product?
The so-called Conceptual Product refers to a product with a unique sales proposition (USP) or a product with a unique consumer concept. Successful concept product promotion can not only enhance the brand image, but also bring huge economic benefits to the enterprise, so it is adopted by various enterprises.
Concept products
- The so-called Conceptual Product refers to a product with a unique sales proposition (
- Taking the home appliance industry as an example, various new concept layers are not exhaustive, which is a good example. The promotion of "concept products" is an investment in the market and carries great risks. Many companies
- Generally speaking, in addition to the unique features of a concept product, it also needs to have what it can provide.
- 1. Manufacturing concept to guide industry development
- Industry leaders need "concepts" to develop markets, stabilize their leadership position, and follow
- 1. Concept products are high-tech products
- A concept product is a concept product in the sense of consumption, and the core of the concept is "
- If a new product lacks a concept, it is difficult to awaken the underlying cognitive desires of consumers. In the face of the currently competitive and limited market share, excessive and excessive homogenization products have seriously hampered the pace of their own growth. This is like blindly confined to compete in the existing market space of the Red Sea Strategy, but can't think of how to further expand the Blue Ocean Strategy. We believe that differentiation is a basic strategy ahead of competitors, and the specific performance of differentiation first depends on whether the product you produce has a certain soul or concept. Talking about concept products generally refers to original products with unique consumer concepts and unique market prospects.
- New product. Its launch must be based on a market-oriented basis, through rigorous scientific investigation and analysis, and a well-thought-out comprehensive trade-off. The target consumer must be clear and able to meet the needs of the target consumer. At the same time, its market potential and market capacity must be investigated. Everyone who has ever done medicine and health care products knows that the product is the form, the concept is the god, and the form and the god must have both. Otherwise, the formlessness is dying, the formlessness is empty.
- At present, in the field of market competition, in order to open the market as soon as possible, many products often revolve around the product's personality and differences with competitors, and find ways to create concepts so as to occupy consumers' mental resources and stand out as soon as possible. Mr. Zhang Ruimin, CEO of Haier Group, said that the premise of creating a market is to create concepts [4] , which is particularly incisive.
- Take air conditioner, for example, Haier's high-efficiency DC dual frequency air conditioner is the first to introduce the new concept of the Trinity in the industry. Turn the air conditioner into the "lung" of the room, "exhale" the indoor turbid air, and "inhale" the outdoor fresh air, and let the room use the air conditioner to "breathe", to achieve an effective circulation of indoor and outdoor fresh air, and double the indoor air circulation. .
- TCL air conditioner proposed a new energy efficiency standard of "Long-term energy saving is really energy saving", and firstly put forward a differentiated "life-long efficiency" concept, revealing its business strategy to challenge the front line of the industry.
- Changhong Air Conditioning invested 50 million yuan to join hands with the two major insurance giants Sanqiang, creating a precedent for the domestic appliance industry and insurance industry "quality + insurance" joint marketing. It is not only the innovation of Changhong's new marketing strategy, but also the embodiment of Changhong's business philosophy of "creating a more ideal living environment for human beings with high technology". It cleverly combines products and insurance, making products with the attributes of humanistic care, making insurance a product's added value, and narrowing the emotional connection between Changhong Air Conditioning and consumers, thereby separating competitors in public relations communications.
- Galanz Air Conditioner takes a different approach and focuses on creating high-end light wave air conditioners. The manufacturer's explanation is that the light wave transmitters in the body cavity of the air conditioner emit light waves of a specific wavelength, and use "zero bacteria space" technology and "light wave sterilization technology" to purify and sterilize the air , Its sterilization rate is as high as 99.43%. In addition to leading technology, it also has the characteristics of high efficiency, energy saving, beautiful fashion.
- What about Oaks? As the initiator of the price war in the air-conditioning industry, where there is a price war, there is Oakes. On the one hand, Oaks launched a price war to expand market share and enhance and consolidate the industry's position; on the other hand, it strengthened its research and development strength, took the road of technology, and quickly shifted from a price war to a value war strategy.
- It can be seen that the unique advantages of the above-mentioned home appliances are very clear, and the concept is also persuasive and targeted. From this point of view, as a concept product, it has its own unique connotation and technical extension. In addition to highlighting its own advantages through differentiation, it stands on the side of consumers from a human perspective to challenge with its own core competitive advantages Rivals siege the ground, so as to gain greater market share.