Click to read the original article for details Previously watching "If You Are the One," I felt that many male guests introduced themselves like a running account, flat and without focus. If I compare themselves to "products," I think it would be difficult to sell to the female guests. In one simple sentence, where is your selling point? If you are a diamond bachelor, talk about your annual income, your entrepreneurial experience, and narrate around the selling point of "wealth"; if you are a warm-hearted man, talk about how you care for your parents, colleagues, and how you empathize with relatives, narrate around the selling point of "warmth," etc. You can talk about your core "selling point" as much as you like; there will always be a matching "customer" to reach a "cooperation." Looking at livestream selling, especially most streamers, a product is introduced in a few minutes, like a product on an assembly line. If the selling point is not clear, it will soon be forgotten, and purchases will be few. For example: a streamer selling mooncakes, the method is to unpack the gift box layer by layer, showing how big the mooncake is, how many pieces are inside, and what the filling is. Is this a reason for consumers to buy? Is the brand's purpose just to sell those dozens of boxes of mooncakes? A difficult problem at hand is: How to refine product selling points? **Same frequency to resonate: It's not about what your selling point is? But what are the consumer's needs? The two images above illustrate the problem well. Many companies like to talk to themselves, but are you sure what you express is the pain point that consumers need to solve? The classic advertising slogan "怕上火喝王老吉" (Drink Wanglaoji to prevent getting heaty) is a typical example of resonance between the company and consumers. The product selling point is to solve the consumer's pain point of "fear of getting heaty." Today is an era of information explosion, with media advertising becoming fragmented. Companies should not shape their own selling points but should follow the trend and use products to solve consumer pain points. Pain points are selling points. Pain points are a product of a specific time period, not something shaped by the brand. In today's highly homogeneous products, we still need to seek differentiated selling points 1. Differentiation in raw materials: The differentiation in raw materials is reflected in the scarcity of raw materials, or scarcity in quality, or genuine materials. For example, a few days ago a friend sent me a can of sugarcane juice drink, and the ingredient list had only two words: sugarcane. I immediately felt it was a good product, genuine and substantial, unlike other sugarcane juice drinks on the market whose ingredient lists say: water, white sugar, sugarcane juice. 2. Differentiation in price band: In one sentence, it's good quality and low price. With the same specifications and quality, the price band is one level lower, ideally achieving extreme cost-effectiveness. Take Jinmailang's purified water as an example: a pack of 24 bottles of 550ml bottled water retails at a price lower than the terminal purchase price of the same specification Kangshifu water. 3. Differentiation in packaging: Today's consumers rarely worry about food and clothing; their needs are upgrading. In a society that values appearance, unique packaging is naturally indispensable. An awkward segment from "If You Are the One": Male guest No. 2 is a pastry chef. He first presents desserts to all the female guests, but in the first round of impressions, all 24 female guests, who had finished their desserts and hadn't yet wiped their mouths, turned off their lights. The host interviewed a female guest about why she turned off the light, and she expressed that the male guest's outfit was poorly matched. In one sentence: she disliked the "packaging" of the "product." Good packaging is a product selling point; bad packaging is the grave of the product. 4. Differentiation in function & service: Everyone knows Haidilao. I believe the feeling it gives is not that a particular dish is especially delicious, but that it provides extreme service, achieving the idea that the customer is God. Regarding product selling points, they must be refined from differentiation. In short, there are three points: Selling point one: What others don't have, I have; Selling point two: What others have, I have the best; Selling point three: Similar in general, but I am the most special. Infinitely amplify your selling point The core of promoting a product selling point is: use a magnifying glass to infinitely amplify your selling point, making it perceptible to everyone, and making all target consumers feel it is a necessity to solve their certain needs. Then the key is how to use this magnifying glass. Infinitely amplifying your selling point means refining the core selling point, then communicating at the same frequency with target consumers, and finally integrating into scenarios to seek more efficient communication channels. 1. Refine the core selling point For FMCG, I have a viewpoint: the more versatile, the more incompetent. Don't think about listing all your features as selling points; such a running account cannot form core competitiveness. Nongfu Spring's core selling points are only two: sweet and natural, corresponding to the slogans "Nongfu Spring is a little sweet" and "We don't produce water, we are the porters of nature." In fact, during the standard gate incident, Nongfu Spring underwent more than 150 tests by authoritative global departments, with countless selling points, but finally only two were refined for development. What does refinement mean? Obviously, the number of words should not be too many. Consumers' time is precious; no one wants to listen to your long speech. Like sending a telegram in the past, on the basis of clearly expressing the viewpoint, the fewer words, the better. What does core mean? The most valuable and competitive. The number of selling points for a product should not be too many; 2 is the upper limit. It can be 1 primary and 1 secondary, 2 primary and 0 secondary, or of course 1 primary and 0 secondary. If a product has many selling points, it is recommended to choose the sequence: first, unique (what others don't have, I have), second, outstanding (what others have, I have the best), and finally, different (similar in general, but I am the most special). 2. Same-frequency communication Communication on different wavelengths is very difficult. Look at the following example: Simplifying complex viewpoints is a talent; complicating simple viewpoints is a fool. The core selling point must communicate at the same frequency with target consumers. Through your expression, consumers can match their needs without thinking, rather than needing to understand or infer. A selling point that cannot achieve same-frequency communication is not a selling point. 3. Integrate into scenarios A good selling point can let consumers find themselves in the scenario, thereby strengthening the emotional connection. Different types of selling points should match different scenarios. Here are a few examples. a. Product traceability scenario One of Nongfu Spring's selling points is "natural." To infinitely amplify this selling point, the best way is to pursue the product traceability scenario. Nongfu Spring's approach is to invite consumers to participate in a "source-seeking" activity, that is, to find KOLs and KOC consumers to personally experience the water source, integrating "natural" into the water source scenario. A while ago, I visited Taishan Beer, and it was the same. They built a visiting base in the factory, allowing consumers to experience the beer production scenario. Why is the beer so "fresh"? b. Terminal scenario Jinmailang gives people a feeling of affordability. The selling point of "one and a half buckets" is "bigger noodle block." During the Spring Festival, Jinmailang instant noodles created a new consumer scenario: eat big noodles, celebrate the New Year, great luck, and great reunion. Deepen the "one and a half buckets," the noodle block is big, simply strengthening the word "big." After integrating the selling point into the new scenario, it becomes more affordable. c. Consumption scenario What to do if hotpot is too spicy? Worried about acne, can only reluctantly refuse the spicy pot? At this time, you must shout the familiar slogan: Fear of getting heaty, drink Wanglaoji, a good companion to extinguish the fire, never fear getting heaty again. Everyone is familiar with this. The product selling point is integrated into the hotpot consumption scenario. When the selling point becomes a standard configuration of the scenario, consumer desire will be awakened. d. Game scenario Kinder Joy, three wishes fulfilled at once (1 is surprise, 2 is deliciousness, 3 is toys). The selling point is delicious and fun, and the scenario constructed is the game segment that attracts children. This way, the experience of expressing the selling point is stronger. Final thoughts: In the "buying and selling" transaction mentioned by our ancestors, the consensus reached between the buyer and the seller is the selling point. The description of selling points is really hard to explain in one word, but it must be emphasized: when companies explore and cultivate product selling points, they must start from the needs of the target consumer group. Do not talk to yourself, or even do the stupid thing of creating a demand first and then educating consumers, like selling combs to monks. Just take it as a joke and don't take it seriously. PS: From September 23 to 25, 2021, the 2021 (4th) China FMCG Conference hosted by "New Distribution" will be held in Shanghai. Focusing on industry trends + practical cases + growth through connections as the core, 3000 FMCG practitioners will gather for the event. 10 thematic forums covering new retail O2O, community group buying, short video livestream e-commerce, distributor transformation, rise of new consumer brands, new alcoholic beverage interpretation, distribution B2B supply chain, omnichannel marketing, B2B2C new technology applications, etc., with operators from various segments bringing the latest case interpretations. Some of the confirmed heavyweight guests so far include: **1. Tao Shiquan, founder of Jiangxiaobai; **2. Yao Xuhong, general manager of Meiyijia Holdings Co., Ltd.; **3. Lu Xiuqiong, global expert partner at Bain & Company and former vice president of marketing for Coca-Cola China; **4. Chen Xiaodong, senior vice president of Nestlé Greater China; **5. Zhang Fujun, president of Lee Kum Kee Sauce Group China; **6. Bi Chaojiao, general manager of China Resources Snow Breweries (China) Marketing Center; **7. Yang Hongbin, vice president of Junlebao Dairy Group; **8. Yang Shun, COO of Lipton Greater China; 9. Zhang Yipeng, general manager of Kuaishou E-commerce SKA Brand Operations Center; 10. Li De, general manager of e-commerce at Gold Hong Ye Paper Group.... A grand event for FMCG practitioners, you must be there! Are you "watching" me?