1. Product appearance. The appearance and color of most products are different, and we can find out the uniqueness from them and refine them into the selling point of product packaging promotion. Of course, these selling points do not have to wait until the product development is completed, but can be planned and designed in advance when the product is defined and before the product development.
2. process. Manufacturing technology often reflects the quality and technical level of products, which will increase the trust of consumers. When refining the selling points, we can carefully recall: what special equipment and technological methods were used in the design and manufacturing process?
3. Product composition. What unique raw materials are used in the product? What's the difference in formula? What are the valuable ingredients? The purity of gold, silver and diamond jewelry, Arowana's "1:1golden ratio formula" and Chubang soy sauce's "non-GMO high-quality northeast soybean with amino acid content as high as1.3g100ml" are all selling points extracted from the product materials.
4. Customer demand. In a sense, what we sometimes want to sell is not the product, but the demand.
"Fear of getting angry and drinking Wang Laoji" is precisely based on the pain points or unsatisfied needs of consumers to refine the selling points and make the products popular all over the country. Nongfu Spring tells consumers with the phrase "We don't produce water, we are just porters of nature", which only makes natural water, meets consumers' demand for natural bottled water, and also solves the pain point that consumers can't tell true and false mineral water; Rolls-Royce Motor Cars said: "In a Rolls-Royce motor car with a speed of 60km/h, the loudest noise comes from the sound of clocks walking", which meets the demand of consumers for low noise during high-speed driving. Tired and sleepy, drinking Dong Peng's special drink is also a similar method.
5. Ease of use. Many product innovations are based on utility model design or micro-innovation, which is also an effective way to avoid product homogenization. VOOC is a low-voltage fast charging technology developed by OPPO, with 18 patents. This technology is applied to several models such as OPPOR7, and its phrase "charge for 5 minutes and talk for 2 hours" solves the pain point that consumers charge too slowly and inconveniently.
6. Service features. The most typical case is the meticulous service provided by Haidilao, which will not be explained here. In addition, there is also a kind of so-called sea fishing in the baking industry-"panda never leaves" cake. When a consumer places an order online, within three hours, the delivery man will come to the customer's door wearing a cute giant panda costume. This lovely "panda" may stare at the customer affectionately, read a love letter, invite the customer to dance, sing with the customer, and even create a beautiful rose for the customer face to face, giving the customer a strong sense of ceremony.
7. price. Usually, low price and high quality can drive sales. But sometimes, price is also one of the criteria for consumers to judge the quality of products and brands. The same set of well-made clothes may not sell well at a low price in the wholesale market, but the price is ten times higher than the cost. Hanging in the window of high-end shopping malls will greatly increase sales. Therefore, when price is the selling point, sometimes it is necessary to meet the psychological needs of consumers, or face needs, not the lower the better.
8. Additional services-gifts. This is also our common selling point, which captures the psychology that love takes advantage of small things in human nature. When competing products give gifts, it depends on who gives more and better, whether it is sent to consumers' hearts, icing on the cake, or giving charcoal in the snow.
A few years ago, I bought a laptop and sent a package. Now I send a one-year extended warranty service. The warranty period of most cars is 5 years or 654.38+ 10,000 kilometers. Dongfeng Fengxing Automobile will extend the warranty period to 8 years or 6.5438+0.6 million kilometers. Dare to make such a commitment, but also the confidence of businesses in their product quality and service.
In fact, there are more than the above methods to refine the selling point of products. The real selling point of products is not just refining, but considering it in advance when defining products. Imagine, if a product itself has no characteristics, how can it extract a selling point? Therefore, in product planning, the first thing to be solved is to make products sell well. Once the product is on the market, combined with the pre-planned market strategy, it can sell well, thus creating explosive products.