Neutral space

One of the rules for the rapid rise of small and medium-sized enterprises is to create new sub-categories, concentrate resources and quickly expand new categories, and eventually become the leading brand of this category.

Most of China's local “black horse” companies are familiar with the category of space, such as “Ningxia Red”, the first healthy fruit wine, Yake's first vitamin candy, Hisense's first inverter air conditioner... These companies that seize the category of the gap grow up with the new category, the brand and the The categories are closely linked and become synonymous with the category.

Neutral space is a difference, usually there are several tips:

1. Composite creation:

Develop products across category boundaries, highlight synergies between categories, and dilute or break category boundaries.

Such as candy and vitamin complex, whole grains and milk, fermented sauce and beef or vegetable compound, coffee shop and computer composite. They combine certain elements of several different categories, and the functions are expanded from the single to the multiple of traditional products, and the original target customers get more benefits and value for money.

2. Unconventional:

Fried instant noodles are the regular products on the market. Standing on the opposite side, the new category of non-fried instant noodles is born. The conventional products in the frozen food industry are mechanical. The thought of dumplings is the main concept of hand-made, and it is the second in the industry.

3. Set the usage time:

For example, breakfast milk and flower milk, the composition of the product is basically the same, but the product concept is completely different. The concept of breakfast milk is “a variety of nutrients for people to drink at breakfast”; the concept of people agreeing with color milk is “a good, nutritious casual drink”. Therefore, people think that breakfast milk is milk, and color milk is a casual drink; for breakfast milk can form habitual consumption, while consumption of color milk is impulsive.

By setting the time of use to build new categories, sometimes it is not necessary to modify the product, such as breakfast milk. However, in most cases, setting the product usage time is often to highlight a specific effect, and the product needs to be modified. For example, a "pre-sleeping milk" specially set for drinking at night, the emphasis of the function is "help sleep, beauty and beauty", you need to add alpha-lactalbumin, collagen and so on.

Many young women are trying to lose weight. They eat fruits, drink water, and drink soup before eating to reduce their food intake. If you add water-soluble dietary fiber to the yogurt to increase satiety, reduce the amount of food consumed, and achieve slimming goals, then the product may be named "pre-prandial yogurt."

Make the weak category stronger