客户价值

Search documents
赵崇甫:价值、专长与差异化,品牌定位的三棱镜与广告语的锻造之刃
Sou Hu Cai Jing· 2025-08-31 05:10
Core Insights - In today's market, brands must rely on clear positioning as a crucial tool to stand out amidst the noise [1] - Effective positioning reflects three key aspects: customer value, brand expertise, and differentiation from competitors [1] Value: The North Star of Positioning - The essence of a brand is to make a promise to customers, centered around perceivable and beneficial value [2] - Value is not merely about product features but about solving ultimate problems or fulfilling emotional desires for customers [2][4] Expertise: The Supporting Structure of Value Promise - A compelling value promise must be backed by the brand's expertise, which serves as the foundation for delivering that promise [5] - Expertise can include technical patents, unique formulas, supply chain advantages, or deep industry knowledge [5] - Brands must introspect on how their unique capabilities support their promised value [5] Differentiation: The Sharp Tool to Open Market Gaps - In mature markets, differentiation becomes essential to establish preference against competitors [6][7] - Differentiation involves uniquely transforming expertise into customer value, allowing brands to stand out [7] Crafting a Tagline: Condensing the Triangular Prism into a Slogan - A successful tagline encapsulates the "value-expertise-differentiation" triangle, serving as a clear signal to the market [8][9] - Effective taglines resonate with customer needs, hint at the brand's capabilities, and distinguish from competitors [9][11] Brand Building: A Systematic Practice - Brand positioning is a strategic pivot that identifies customer needs and integrates company resources to deliver the required value [10] - The most effective taglines combine value, expertise, and differentiation, creating a powerful brand presence [11]
单季度净收入破百亿,瑞幸咖啡如何构建全国零售网络?
晚点LatePost· 2024-10-31 12:03
遍布全国的咖啡零售网络正在成型。 随着咖啡越来越成为中国居民的消费日常,咖啡市场的竞争也正在步入一个新阶段:头部品牌加速跑马圈 地、争抢点位不断拓店;价格战越打越热,主流竞争价位下探到 10-15 元。 内卷加速的竞争红海里,瑞幸始终保持了增长态势。 从咖啡的消费场景来看,瑞幸以到店自提和外带居多;而瑞幸大量的点位通常以写字楼、商圈、社区等人 流密集的地方为主,不一定在非常显眼的位置,但却能够覆盖周边的外卖和自提需求,为用户营造一种 "人在哪里,咖啡店就在哪里" 的便于购买的消费环境。 门店网络持续扩张,背后依托的是瑞幸的数字化能力。这让瑞幸能以极低单店成本逆势跑出规模加速度, 反过来摊薄门店成本,实现每一杯咖啡的极致性价比。 优衣库也有类似的做法,将线上线下打通之后,线下门店也成了线上销售的提货点。优衣库在中国线上销 售约占区域营收的四分之一,是全球范围内线上成交占比最大的市场。优衣库希望通过将顾客从门店引导 至电商,再从电商引导至门店,帮助扩大整体销售额。 瑞幸咖啡 CEO 郭谨一曾多次说,数字化能力是瑞幸的核心优势之一,也是瑞幸与传统餐饮企业最显著的 区别。有了后端的数字化系统作为依托,瑞幸的门店也是一 ...