"Mixing" is ubiquitous in our life, which plays an inestimable role in both the development of enterprises and the growth of individuals. In fact, "mixed mode" has existed in our life for several years, but no one has ever defined it as a concept.
Here comes the mixed mode.
Four years ago, when we were serving a unique organic household products company-Shanghai Eco-Home Natural Commodities Co., Ltd., we encountered a lot of troubles in the positioning of the product line: should we make a single organic store with reference to foreign models, such as a company that only makes organic bedding or organic underwear, or boldly innovate to make an organic household comprehensive store that integrates household products, daily necessities and bedding?
From a commercial point of view, a professional and single product and business model are simple to operate and easy to succeed. This model is the success story of Shi Yuzhu, a legendary business figure in China, who constantly copied melatonin, golden partner, journey and other single products. However, from the perspective of not seeing the sustainable growth of the "ceiling" and the "ambition" of becoming a leader in emerging markets in the future, we chose the complicated latter. The choice of the latter has also opened our new business perspective-innovative thinking of mixed mode.
Later, combined with decades of consulting experience and the needs of more and more large and medium-sized enterprises to build mixed platforms and industrial chains, it further inspired us to think systematically and explore in detail. We firmly believe that the mixed mode is about to become or has become the most important business future and general trend.
In fact, if we look closely, ecologists are not alone. For example, what is 85 degrees Celsius? It seems difficult to redefine it. It is a standard "hybrid": cheap coffee shop+fashionable foam teahouse+baking shop+cake room+business place. ...
If ecologists and 85-degree C are just examples, then if we think about a large number of brands and businesses related to our daily life and work, I will find that the same pattern and the same law are mixed-race people of different versions, such as Tan Carpenter, Wenfeng, Hengdian, KFC, Tencent, Zhao Benshan, Zhang Yimou, Tencent, 360 antivirus and so on.
There is even a car wash shop in front of your house. If you think he only makes money by washing cars, you are all wet. The car wash business of car wash shop is only drug introduction, and more business growth points and profit points are insurance claims, used car trading and related extension business behind drug introduction;
Including the convenience store near your unit, it is no longer a small convenience supermarket in the traditional sense. Books and periodicals retail, public utility charges, ticket sales, mobile phone cards, game cards, etc. Has become their main source of profit.
The idea of mixed mode is not a simple idea of "putting eggs in different baskets" to spread risks, but to conform to the trend of the times, take customer groups as the core, and deeply analyze customer needs for product portfolio. Now it is difficult to distinguish consumer groups simply by one or two hard indicators. As the book says, "On the contrary, consumers with the same lifestyle and consumption code should form groups to express themselves, which are called' tribes'". The interaction between consumers in tribal groups is much stronger than the single connection between enterprises and consumers. So you see that ecologists are playing the sign of "organic and natural living goods store", which corresponds to "housewives" who pursue high-quality life. To meet the consumption needs of this tribe, it is not possible to achieve one or two single product categories.
In order to meet their diverse needs, one-stop shopping is the most common integration of retail and e-commerce, and even penetrates into many industries and fields. Therefore, both Dangdang, which started as a book, and JD.COM, headed by home appliances, have expanded horizontally into electronic department stores; Amber, who is engaged in education and training, has been a platform from the beginning, inserting specific businesses into it, while education and training enterprises that focus on other sub-sectors will turn to platform construction once they grow up, which can be described as the same goal. In the way of combination, many enterprises are constantly trying: some are "small mixed boxing" under a concept, such as Ke Fan and Shangdao; Some are big and wide "big combination boxing", such as Fosun. But without exception, do you want to be an excellent student with all-round development in morality, intelligence and physique, or a top-notch individual champion in a certain subject? According to people's consumption trends, behavioral cognitive habits and commercial development laws, the top students with all-round development of "morality, intelligence and physique" may be the biggest winners.
In another sense, it is also an innovation of business model and an entrepreneur's judgment on the relevance of business environment, consumer groups and product positioning.
Open pluralism and continuous leading call for mixed mode.
The closed and single environment has created a deformed and single industry, and the open and pluralistic society has made the single no longer exist.
In the 1930s, the word "stewardess" was born, and people focused all their eyes on those beautiful, young and temperamental stewardesses. Their appearance is glamorous, but their bones exude a sense of pride.
Because of work, I always fly dozens of times a year. In the past, flight attendants were a landscape in a narrow cabin, but now there are very few really beautiful flight attendants.
In the past, the single social structure and economic structure determined that flight attendants became "star posts" swarmed by beautiful girls at a certain stage. The monthly salary of flight attendants is generally around 5,000 yuan, which is not high. Imagine that a girl is beautiful, educated, has a degree and has a certain foreign language. A monotonous, mechanical job that lacks career prospects is not one of the best jobs in terms of salary, personal development and other opportunities. Nowadays, there may be no fewer than 100 "star posts" with greater development space and better treatment than flight attendants.
China's society developed from planning, simplicity, isolation and singleness. Business principles that were once regarded as truth have become fallacies today. If the wrong principle is interpreted as a standard, or even as a judgment of new business value, it is obvious that the original intention and the result will be completely opposite. Business is changing every day, and new business innovations need to be understood, catered to and interpreted with new thinking. This can be developed and guided by my other book, Easy Mode: Three Easy Rules of Business Model.
Business model is the transaction structure of stakeholders. A good business model is to follow the "three easy" rule: not easy, easy and simple. The overall transaction cost is the lowest and unchanged; Market transaction cost and ownership transaction cost always change, and enterprises need to change constantly to seek the optimal solution; Only by constantly seeking the simplest and most effective internal and external transaction structure is the most effective business model.
Only by constantly advancing with the times and constantly seeking the simplest and most effective internal and external transaction structure, that is, constantly optimizing its own business model to minimize the internal and external transaction costs, can enterprises continue to maintain their leading position and win the market and the future.
Forget the location and start mixing.
Positioning is both a sharp weapon and an obstacle. In the Internet age, positioning alone is not enough. Fanke used to sell shirts, but now you can hardly see shirts when you open the homepage of the website. For a single men's shirt, every customer falls into a trap-the sales scale is not large, the repurchase rate is insufficient, the consumption amount is low, the frequency is low, and the customer acquisition cost is high. It is inevitable to mix more categories around the needs of netizens.
In the old economic era, being single was synonymous with success. In the new economic environment, specificity is evolving into negative assets. Montblanc's pen was once a man's yearning, but now it can't make ends meet to maintain Montblanc's expensive brand and store expenses. Montblanc bid farewell to singles and began to mix-from writing tools to watches, leather, jewelry, accessories, glasses and perfume, the watches endorsed by Cage became the number one seller.
For positioning and mixing, if we have to simply distinguish, small enterprises should be positioned and large enterprises should rely on mixing. The old economy should be positioned and the new economy should be mixed.
From the perspective of promotion and marketing, this change is easy to understand. My personal understanding is that marketing means selling what I have and marketing means selling what you want. Positioning is to understand and implement sales from the perspective of enterprises, and mixing is to understand and implement sales from the perspective of consumers. Therefore, from the perspective of mixing, enterprises should summarize and summarize brands from the standpoint of consumers, interests, values, enterprise methods, consumer culture and other aspects. For example, the Blue Ocean House was born with this idea, and there was also a rapid breakthrough and integration of tens of billions of output value of this enterprise.
In a sense, mashup has strict strategic logic. It is not only a kind of cross-border, nor a simple combination of related products, related businesses, related channels and related cooperation, but an organic combination of certain internal consumption logic and lifestyle rules, which can solve the convenience of consumers and bring consumers a new economic model with cost-performance ratio and value-cost ratio. According to the logical chain and compactness of combination, it can be divided into three thinking modes and forms: mashup, cross-border and integration.
If mashup are a mixture of products, then cross-border is a mixture of consumption experience and consumption logic, while integration is an organic mixture of product functions, consumer physique and consumption logic. Whether it is mashup, cross-border or integration, it is essentially a mixed consumption mode based on the labeling, personalization and tribalization of consumption objects and the convenience, one-stop and attachment of consumption methods.
Mixed mode success rule
No matter KFC, Zhao Benshan or Zhang Yimou, they all enhance product stickiness, brand stickiness, channel stickiness and consumer stickiness through the mix-and-match mode, and at the same time create greater and stronger platform benefits, so that the original loyal consumers can be more loyal and sticky, so that more consumers who have never spent before can start spending them, and more old consumers can become voluntary salesmen. This undoubtedly makes their brand not only bigger, but also stronger, realizing the competition from chain to chain, from board to board, from industrial chain to industrial chain.
The best way to build a century-old brand is not to try to educate people and change their ideas, but to sneak into the night with the wind and moisten things silently. The shortcut to achieving the first brand is to subconsciously become the habitual first choice of customers. To be the first choice of customers' subconscious habit, we must build a brand with mixed viscosity.
Why is it promising to stick to the customer's brand? This is based on human nature. Everyone has a fixed mindset, preconceived ideas and personal preferences. Don't expect to please everyone. The 28 th Law has told us that it is safe to lock in less than 20% of loyal fans. When we look at the daily life of ourselves and the people around us, we will understand that people are dominated by habits, life is made up of habits, and people's daily life is a change from one habit to another.
What the brand should do is to integrate into people's lives, become a part of people's habits, and gradually influence and even change people's lifestyles, which determines that the brand operation is important. A century-old brand is like this, accompanying customers day after day and growing old together unconsciously. Now many enterprises are used to changing people's ideas, thinking that education can make them consume their own products. In fact, it is much easier and more effective to start from people's habits.
How to build a brand of mixed rubber? This involves five strategies and marketing methodology, which I have been practicing and studying for more than ten years, such as "new traders", "Easy Mode", "Hot Product", "Soft Communication" and "Mixed Theory", which is referred to as "How to build a mixed brand quickly and economically", and "Multi" corresponds to "new traders" and "new traders", so it is no longer difficult to sell goods by sitting. "Fast" corresponds to "easy mode" and "easy mode", which is about how to quickly surpass the opponent; "Good" is about "hot products" and "hot products", how to make products sell well for a long time, with high prices and high profits; The "soft communication" and "soft communication" corresponding to "province" talk about how to build a high-impact brand with little or no money; "Mixed sticky brand" corresponds to "mixed theory" and "mixed theory", which is about how to build a platform-based and industrial chain sticky brand, influence each other and promote each other, thus forming a strict strategy and marketing methodology system. The practice of the first brand in more than 40 industries and more than 300 sub-sectors for more than ten years has fully verified the feasibility and applicability of this strategy and marketing methodology system.
The essence of doing business is selling things. This should consider consumers, the first is what they want; The second is whether the new gadgets they want can replace the original ones. Consumers are always passive, and the initiative is in the hands of enterprises. Only with more and better choices, consumers will really choose. Therefore, it is never wrong to be single-minded. Mixing is to maximize efficiency and value on a single basis. Hybrid theory is a new force to regenerate enterprises and a source of new business value.
First, a single channel platform is established with a single product, then it is extended to multiple products, and then multiple products cover multiple channels, forming a mixed platform model of products and channels, which is a typical mixed business model. The business empire constructed by mixed theory is more likely to win the favor of different consumer groups and even consumer tribes, and it is also easier to deal with multiple or multi-faceted competition.