WeChat public account: Jianghe Chats about Marketing

[sabarina38]

A columnist for Everyone is a Product Manager. From brand placement to influencer incubation, he has helped nearly 100 brands and dozens of influencers avoid detours on Xiaohongshu. This article was originally published on Everyone is a Product Manager. Any reproduction without the author’s permission is prohibited. The title image is from Unsplash , based on the CC0 protocol. The opinions expressed in this article only represent the author’s own. The Renrenshishizhan platform only provides information storage space services. Little Monk Kunkun Follow 2023-06-05 0 Comments 4330 Views 10 Favorites 7 minutes Free your eyes, put on headphones, and listen ~ ! 00:00 00:00 B -end product managers need to consider more about the functionality, stability, safety, compliance, etc. of the product, while C -end product managers need to consider more about the ease of use of the product Have you ever encountered such a dilemma: creative planning comes and goes, but always stuck in concept output? This article will deeply analyze the key points and strategies of concept packaging from a marketing perspective, and how to package a novel and exciting concept.


I hope it will be helpful to you. How many times have you encountered this kind of embarrassment? Ideas come and go, plans come and go, but at the critical moment, you always get stuck on a concept number library output. In today's communication environment where attention is scarce and the market is highly competitive, packaging a good concept is not only to attract consumers' attention, but also to stand out in the fierce competition. However, information is common, but concepts are not, so packaging a good concept is not an easy task. I think that to package a new and exciting concept, we first need to deeply understand the demand gap of the concept, and then flexibly apply various packaging methods. This article will deeply analyze the key points and strategies of concept packaging from a marketing perspective for communication. 1. Understanding the gap in the concept Before packaging a good concept, we need to have a deep understanding of the demand gap of the concept, that is, the needs and expectations of consumers for a certain concept. Only by accurately grasping the psychology and



Only by integrating concepts with consumer needs and triggering resonance and attraction can we achieve social trends and changes . Observe the current social trends and changes in communication contexts, and don’t let the concept context be misplaced. > Only by grasping consumers ’ desire and pursuit of emerging concepts can you take the lead in the trend. This requires understanding the subcultures and sub-cultures of young people, especially mastering their communication habits and logic, so that you can speak to people in the circle. 2. Psychological and emotional needs Deeply understand the psychological and emotional needs of consumers . As the saying goes, "sweeter than first love, cooler than ex-boyfriend", good concepts will enter their hearts. Explore the emotional resonance points of consumers, and by touching their emotions, let them take off their armor and be unable to resist.