There are two kinds of demand, one is explicit demand and the other is implicit demand. Explicit demand is the pain point when you directly ask users what they can say. Implicit demand refers to the demand that consumers have ideas in their minds, but they can't directly put them forward and describe them clearly. For example, some people must take photos to locate their circle of friends when they get to a high place.
In the era of full competition and material surplus, the explicit needs of users have been fully tapped, and it will become more important to understand the implicit needs of users. For example, the success of Xicha, many investors have analyzed the beverage market before, and the conclusion is that the stock market has no chance of development, but Xicha has succeeded. Hi-tea not only meets consumers' demand for product quality, but also meets the social display needs of young users with milk tea as the carrier.
The best way to understand the hidden needs of users is to define standards for brands and products (brand personalization), so that these standards can support your brand to occupy a small hill. Even if the definition is relatively small, if you can link to your target consumers and have the ability to hold this hill, you can also build a brand, because China has a population of 654.38+0.6 billion, so the so-called small population can also form the feasibility of economic scale. Even if the fission effect of the mobile internet drives the cluster effect, a niche demand can evolve into a mountain that more and more people climb. Therefore, in today's mobile Internet infrastructure, a brand's personalized self-display is more effective than blindly searching for users in thousands of fragmented channels. However, as far as the current situation is concerned, first-tier cities can provide a good fission effect because of their large user base and mature mobile Internet.
Summarize the sharing of Zhang Tianyi, the founder of Chin Man.
Our customers in Shenzhen, Nongji and Hunan rural cuisine, did not make any publicity, and the first store became popular soon after it opened. Because there are 6 million Hunan people in Shenzhen, and many Hunan celebrities in Shenzhen are friends of the boss, WeChat and self-media in Shenzhen are very mature, which can connect these 6 million Hunan people scattered all over Shenzhen. Chegongmiao Store started to get cold this year, and the 1 1,000 square meter store became a hit as soon as it opened. If it is the farming record mode launched on 20 10, it is estimated that it will not be so fast, because the mobile internet was not mature at that time. People who come to eat agricultural records don't eat vegetables, but vegetables are an obvious demand, and many Hunan hotels in Shenzhen can provide them. Their experience of eating in their hometown can only be provided by agricultural records.