Product premium: HR asks you to sell a bottle of mineral water for 300 yuan, how do you sell it?

This question has 7,915 followers on Zhihu. To be honest, I have never been interested in this kind of question, but this is the current situation.

If we ignore the "routine" nature of the interview itself, and just start with "How to sell a bottle of mineral water for 300 yuan?" How to sell? Here is my bold analysis.

By creating a high premium for a product, the product itself essentially becomes a "general equivalent" . How much is the premium? It depends on how much “ energy ” you give to the product.

Marketing needs to be used in moderation, high energy below.

In practice, if you want to make your product have a high premium and obtain high profits, there are many ways to start. This article attempts to analyze from two aspects.

• Product perspective
• Market perspective

Product perspective: The core is to increase product premium

1. Provide a high-value opportunity . When the probability of the opportunity occurring is within the expected range of consumers, the higher the opportunity value, the higher the product premium can be, so that mineral water can be sold for 300 yuan.

Provide consumers with insurance :

• Insure consumers' personal/property safety while drinking water.
• Insurance consumers are not being “fired”. Drink 1 bottle for a week, drink 4 bottles for half a year.
• If the insurance consumer does not divorce after marriage, drinking 2 bottles will be insured for one year.
• Insurance consumers will not get sick due to water quality for ten years.
• Insurance consumers will be protected from drowning injuries for ten years.
• ·····

Giving consumers financial benefit opportunities :

• When consumers buy mineral water, the purchase amount is used as principal and they receive cash back every year.
• The mineral water bottles appreciate in value year by year, and the company buys them all back at a high price.
• Buy a bottle of water and get a chance to draw a lottery with a 30% chance of winning. Each win will give you 800 yuan.
• Collect all the "Five Blessings" mineral water and receive 10,000 yuan.
• ·····

When the amount consumed after an opportunity occurs according to the actual probability is lower than the amount of our income, it is considered a profit, and this profit fundamentally comes from the probability difference .

2. Provide a pain point solution channel . The premise is that you can mobilize resources and sell mineral water for 300 yuan through joint resource discounts .

Important information :

• Our company can help you understand other companies' internal recruitment information. For consumers who are recent graduates.
• Our company has internal stock market information and accurate industry data for consumers who are stock investors.
• Our company has a big data monitoring system that can conduct well-reasoned "sincerity surveys" for consumers who are couples .
• Our company has a massive real-name high-end user group that can help you connect with people, especially consumers who are professionals in the workplace.
• ·····

Powerful privileges :

• Introduce consumers to meet me, the "big brother in the provincial government"
• Recommend consumers to enter XX high-end club
• Invite consumers to join the XX micro -film shooting project
• Give consumers a huge advertising endorsement
• XXX with XX big names, such as "Buffett's lunch" and "Sora Aoi's calligraphy"
• Connect with the purchasing manager of a large company, "You purchase, I buy, you understand"
• ·····

3. Provide a derived function . If the pain point solution channel cannot excite consumers and they always feel there is a barrier, then the derived function will be the most direct .

Product outsourcing :

• After consumers buy mineral water, the company will give them a full body sauna service
• After buying mineral water, consumers can play with XX handsome men and beautiful women
• After purchasing mineral water, consumers can enjoy free rest in any retail store within one year.
• After consumers buy mineral water, they are given a kiss by the model
• ·····

Product outsourcing can indeed bring consumers the most exciting and direct "benefit", but most of this "benefit", like the above, is the integration of external resources , and many times they have very little to do with the mineral water itself. Therefore, from ancient times to the present, the most accepted methods of increasing product premium have been screened out and derived within the products .

Derived from the product - derived experience function . For hundreds of millions of years, people have only used the basic properties of water, as a solvent, as a cooling product, and as a necessity of life. Today marks the 15th anniversary of the birth of the "experience economy". Shouldn't water also be upgraded? From water source to water quality, from water hardness to softness, from production process to...

This is omitted here, as it seems that it is too difficult to create differences in the taste of mineral water.

Derived within the product - brand logo . Brand building is much easier than creating the taste of mineral water. If the company is small, it can use the region as a symbol and develop towards specialty products, while a medium-sized company can take the emotional route.

For example, we can create these sentimental brands (hypothetically): Good Man brand mineral water, "mood" mineral water, "space" mineral water, and Wolf Warrior-style mineral water. Finally, if the company is strong enough, it can invest in luxury mineral water brands, with prices exceeding a thousand yuan. For example, Fillicio mineral water.

The power of a brand logo is enormous. The key is to create structural barriers after establishing brand differences. Here you can refer to the "RMB". The People's Bank of China is the brand logo, and the "paper" it produces is money.

Market perspective: The core is to find scenarios where value is overestimated

During the interview, the HR asked me: "How can you sell a bottle of mineral water for 300 yuan?" Sell ​​it this way, pick up the phone, call your mother, and then say: "Mom, I'm interviewing, and now I need to buy a bottle of water for 300 yuan, please help me order a box!"

The above is to sell products at a high premium by finding differences in the population . You can also sell at a high premium by taking advantage of environmental differences . Go to places where it hasn't rained for several years; put the products in high-end bars; or do something weird in temples, such as using various blessing water...

Or you can go to places where there are regional differences . For example, if you go to the center of major deserts, mineral water selling for 300 yuan is definitely "people-friendly water", /hahaha.

Summarize

In practice, if you want to make your product have a high premium and obtain high profits, there are many angles to start from. This article only analyzes from two aspects (product perspective and market perspective).

From a product perspective , the core is to increase product premium, and its methods are:

1. Provide a high value opportunity . Give "insurance", financial benefits.
2. Provide a "pain point" solution channel . Provide important intelligence and powerful privileges.
3. Provide a derived function . Product external derivation and product internal derivation.

After doing this little review, we can easily find that: by providing a high-value opportunity, selling mineral water for 300 yuan is actually earning a "probabilistic" profit ; by providing a "pain point" solution channel and product external derivative functions, selling mineral water for 300 yuan is actually a joint resource discount ; and by improving the product's internal derivative functions, selling mineral water for 300 yuan is the most accepted way in the macro market.

From a market perspective , the core is to find scenarios where value is overestimated, which are:

1. Scenarios with different populations
2. Scenarios with environmental differences
3. Scenarios with regional differences

Be cautious when using marketing and don’t go too far.