"Heterosexual Marketing" is a marketing concept and operation method put forward by Mr. Shi Guangqi, a local management master.

Edit this paragraph to explain the concept.

Must the buyer of the razor be a man? Why not be a woman? Do users of cosmetics have to be women? Why not be a man? If we can study the market from the perspective of similar reverse thinking, then another door of market wealth may open for us. At present, most enterprises regard gender as an important reference factor to divide the market, either positioning their products in the male market or the female market. However, if we only focus on a single male or female customer, or don't distinguish between genders, we will miss many market opportunities. An enterprise that focuses on serving female customers, if it can jump out of its inherent thinking and list men as its own customers, can not only expand twice the market space, but also create a blue ocean. For example, most people who care about shampoo brand and performance are women, while men are more casual. This traditional way of thinking will inevitably ignore male customers and focus on the female consumer market, so the female shampoo market is fiercely competitive. Unilever put forward the concept of shampoo gender for the first time, and launched a shampoo specifically for young men. From product function to product connotation to design, we all aim at the characteristics and preferences of male customers, so that men who did not pay attention to shampoo began to pay attention to the brand, function and connotation of shampoo, and successfully opened up a blue ocean without competition after segmentation. In 2002, the turnover of a fast food company declined. In order to reverse the decline, it began to look for reasons. The company's initial customers were mainly men and children. They think that if children like their fast food and patronize it frequently, their mothers will naturally patronize it, so there is no need to develop markets for women alone. However, after investigation, it is found that with the development of the new social form, women not only have the role of mothers, but also professional women, unmarried people, dink and so on. With more self-subjective thoughts and initial consideration for children's health, fewer and fewer female customers are taking their children to patronize, and the original wishful thinking of enterprises is slowly beginning to fall through. As a result, while improving the nutritional content of food, it launched a series of fast food tailored for women, such as super luxury salads. With the rapid growth of female customers, their patronage frequency and consumption amount are also unexpected, which quickly reversed the decline in profits. Home Warehouse Company has stores all over the United States and is the second largest retailer in the United States. Its main products are home decoration, decoration, repair materials and tools. In recent years, the sales performance began to decline, while the performance of the main competitor Roy Company increased significantly. After investigation, it is found that the main contributor to the sharp improvement of the opponent's performance is actually a large number of female customers. However, the home improvement and home repair industries have always targeted men, while male customers care more about practicality and do not pay attention to the shopping environment, so such sales places are mostly messy and random, and the goods are placed in confusion. So Jiacang launched a large-scale investigation. After investigation, it is found that women not only have great decision-making power in home improvement, but also have to do a lot of home improvement and maintenance work, and female customers actually exceed men. After discovering this phenomenon, the family warehouse has improved the dirty environment of the store, increased various facilities that women like, such as sofas for rest, and workshops to guide women how to use various repair tools. Sales performance of the year increased 12%. A well-known camera equipment company 200 1 faced similar problems, and its market share was taken away by competitors. How to break through this dilemma? So it began to study the users of the products. According to the past market experience, most people take photos with cameras, and there are relatively few women, so men have always been considered as the main target customers, and product design and promotion activities are all around male customers. However, after investigation, it is found that women are more enthusiastic about taking pictures now, and the functions of the company's original cameras are mostly based on new scientific and technological elements that men are interested in, as are cameras from other manufacturers. Complex operation and sense of technology make women lose interest in operation. Excited by this discovery, they decided to take female customers as a breakthrough, so they developed a camera with simple and practical functions, convenient operation, emphasis on perceptual elements in appearance, gorgeous or lovely shape. Once it was launched, it was very popular with women and its sales increased greatly. Developing the opposite sex market from three angles and finding an undeveloped opposite sex market is to create a blue ocean, which may bring you unexpected high returns. In the specific market development, we can think from the following three angles. 1. To change the traditional way of consumer analysis, it is necessary to make a comprehensive analysis of buyers, users, buyers' influencers and buyers' decision makers. , and explore and empathize with customer needs from multiple angles. The user of razor is male, so the buyer must be male? After investigation, it is found that more female customers buy razors than male customers, mainly as gifts for husbands, boyfriends or fathers after purchase. If the razor manufacturer can produce a special gift razor for women as a gift for lovers, lovers and friends, it will be very popular. If you add exquisite packaging, you can put photos, messages and other functions of the giver. And provide services to help women who are not familiar with products and usage choose products suitable for gift recipients, which will definitely be welcomed by women. This is to expand the opposite sex market from the perspective of buyers, not from the perspective of users or buyers. Different angles, different ideas, and different results. 2. Starting from the potential demand of the opposite sex for products, with the progress of society and the change of ideas, the use boundaries of many specific commodities that were used by a specific gender began to become blurred, and even shifted. For example, men have a demand for beauty, but the previous social environment and cultural cognition suppressed this potential demand of men. When the demand was discovered and guided, the market for men's beauty cosmetics came into being. For the same reason, jewelry was also defined as women's exclusive items for a period of time. In fact, in ancient times, men wore many ornaments, such as jade, rings, necklaces, bracelets and so on. Some ethnic men's ornaments are even more beautiful. There is a market demand and cultural foundation for men to wear jewelry, so a little guidance will open up new markets. Famous designers in Paris found that many men like to wrap their clothes around their waists, like skirts, and feel very handsome. This inspired designers to launch a men's fashion show focusing on skirt styles at Paris Fashion Week, which caused a sensation and triggered the trend of men wearing skirts. This is not a whimsical idea and accidental market success. In fact, skirts have been described too much as a tool for women to show their feminine charm. When people think of skirts, they naturally think of women. When they re-examine it from the visual and cultural perspectives, they will find that the effect of men wearing skirts is not worse than that of women, because skirts can not only highlight the curves and femininity of women, but also show the majestic characteristics of men. In ancient times, men had a long-standing habit of wearing robes similar to skirts. When the designer found that some men did not reject or even like to wear clothes similar to group clothes, he found some neglected or depressed related factors, so he released them through his design and achieved success. 3. Discover market opportunities from the spiritual level. In the beverage industry, his/her beverage divides the gender-neutral market into two parts, giving buyers a sense of belonging according to gender, and at the same time arousing curiosity and success. His+her drinks and products are rational, but they have always been positioned in emotional aspects: lovers, love and other elements have also strengthened these emotional positioning in taste and appearance. The same is true of jewelry, which is divided into male jewelry from the perceptual and fashion levels, looking for opportunities to expand the opposite sex market. Today's society has developed from satisfying food and clothing to the era of great material satisfaction, and has begun to pay attention to the spiritual needs. Therefore, tapping the emotional needs of the spiritual level will develop many new markets and even new products that cannot be generated by the division of physical attributes. In fact, the key to developing the opposite sex market is the change of thinking, the essential change of thinking, rather than just staying on the surface. Although we can think freely about the opposite sex market and have great freedom, we should also pay attention to some development principles: 1 The newly developed products in the opposite sex market can't just stay in form, and it is meaningless to rigidly position the products in the opposite sex market. This product or service must be able to solve the practical problems of buyers, such as simply dividing bread into two markets: men and women. If there is no substantive significance in the perceptual level and there is no effective differentiation in the functional level of rational products, this heterosexual market can only solve the same problems as ordinary bread. A successful product of the opposite sex market must be able to solve the substantive problems of differentiation for consumers at the rational level and have corresponding supporting perceptual elements at the perceptual level. 2 The newly created opposite sex market should be large enough. Take the football sportswear market as an example. If we want to open up the women's football sportswear market, we will fail because the demand in this new market is too small. However, because the market for women-only running shoes is large enough, there is great room for development and profit. When positioning the market, we often fall into such a misunderstanding-we just consider whether the newly positioned market can be liked by consumers, whether it can effectively distinguish competitors and so on. When everything is satisfactory, when we secretly find this business opportunity, we ignore whether the new market space is large enough. With the increasing demand of consumers for personalization, the concept of gender will receive more attention. Expand your eyes to the neglected opposite sex, that is, the previously thought non-target customer group, and open the other half of the market full of treasures.