Jiang Jun: what happened to “positioning theory” in the Internet era?

In recent years, many Internet people and traditional marketers have been criticizing the positioning theory. After reading their debates, most of them have been fighting with each other. Those who really understand and practice the positioning theory are faced with the attack of the above-mentioned people, basically, the scholar meets the soldier. < / P > < p > for example, brand topics don’t need to discuss concepts, just do, accumulate and promote; some people think that the biggest sales volume of a product is a brand, and the brand is only a result of sales; I don’t do brand, I only sell and sell goods; I don’t talk about brand theory, but practice < / P > < p > everyone has his own point of view. It is meaningless to discuss who is right and who is wrong here. I think there must be deep-seated reasons and reasons for criticizing positioning, but they did not make it clear, or they did not want to make it clear, or they could not make it clear. < / P > < p > some people think that positioning theory can only be used by large enterprises, and what positioning is needed for small enterprises. As long as small enterprises seize an opportunity and find a good product, they can succeed. They will say, if small enterprises focus on making a product, will there be a market and can they survive? Such a view is very popular now, because there are many small enterprises and start-up enterprises. In their concept, what they can achieve is what they can do, and what strategic positioning is not needed. Is that right? Of course not! There are too many good products and good opportunities. Can you do it? Do you match your ability and resources? That’s the point. < / P > < p > some people say that positioning requires you to do this instead of that. Isn’t it a loss of many opportunities? On the surface, it’s actually the opposite. First, do what you are good at and accurately, make a leading brand, and when appropriate, start a new brand to enter a new field. If Gree first does a good job in air conditioning, focuses on R & D, production and sales of air conditioning, and makes it into an expert brand. When the annual sales of air conditioning single category reaches 140 billion yuan, it will use new brands to enter other related fields, such as Jinghong and DASONG brands. Of course, there are many kinds of brand models, and it is not necessarily necessary to use a single brand or unrelated brand. However, the formation of each mode has its historical and practical reasons, as well as its advantages and disadvantages, so it can not be generalized. < / P > < p > many people regard positioning theory as rigid. They think that positioning theory is to be a brand and lose the opportunity to cover other categories and markets. In fact, the theory of brand development does not mean that an enterprise only makes one product, category or brand, but should first be an expert brand, let a brand become the representative of the category, and then introduce the second and third brand when appropriate. < p > < p > you asked me how many brands an enterprise needs. I said that if you can do it well, the more the better. The question is: can you? Many people said that Wahaha has no positioning, wrong! As the most successful product in Wahaha’s history, the positioning of nutrition express line is very accurate: milk drinks and nutritious breakfast. It was later that Wahaha’s constant diversification led to many failures, which was also one of the strategic factors for its performance decline in recent years. Continue ReadingDeveloped a “plug and play” solar power generation scheme, and “5B” won a $12 million round a financing