Successful positioning is all alike, and unsuccessful positioning has its own misfortune. In the Internet era of cross-border competition, the positioning theory has been challenged. According to the positioning theory, consumers' decision-making idea is to "think in terms of categories and express them in terms of brands", that is, first consider which kind of products to buy, and then choose which brand to buy.
(Ai Rees, "The Origin of the Brand") So corporate strategy is to establish differentiated positioning in the minds of consumers, allowing brands to occupy Bulk SMS Service and lead a category. (Jack Trout, What Is Strategy) In order to occupy the category in the minds of consumers with limited capacity, the best way to differentiate a brand is to be the first, to be the category leader or creator, with a far leading sales volume, and secondly to differentiate the category, so as to be the only one in the subdivision category, that is, subdivision Be the first in the category, or be the antagonist of being the first in the category. (Al Rees, Jack Trout, "Location")
The reason why the positioning theory has caused so many disputes is not only that the original book's explanation of the positioning theory is too simple, but more importantly, the positioning theory lacks a thinking framework. 1. The controversy of positioning theory is a problem of information dissemination The positioning theory uses 22 books. In fact, it is just one sentence: a brand should occupy and lead a category. So the case of positioning theory is basically like this: Guazi Used Cars - A second-hand car direct sales network with far leading transaction volume (the first in the used car and electrical products category) Jiaduobao - the leading red pot herbal tea in sales (the first in the herbal tea category) Le Caesar - the creator of durian pizza (the first in the durian pizza sub-category) Qinghualang - one of the two major