Hot-selling product marketing strategy

This article summarizes the five most frequently appearing issues regarding product selling points, product traffic, and product development. I hope this article can help friends who have the same problem and gain inspiration from it.

1. How to increase traffic growth through hot products? What are the specific methods?

A hot product becomes a hot product because of the increase in traffic and the improvement in conversion rate. So the question may be about how to have sustained and stable traffic after the product becomes a hit, or how to reduce the proportion of paid promotion traffic for the product and increase the proportion of free traffic. There are two key factors in stabilizing or even increasing traffic through hot products.

1. Product reputation

Product quality is the most basic condition to ensure that a product can continue to be repurchased and continue to be a hot-selling product. There are many internet celebrity brands that gained a large amount of topics and traffic in a short period of time through payment, celebrities, live broadcasts, and capital implantation at the beginning of the brand. However, since the quality of the product itself did not support the basic conditions for users to repurchase, it was abandoned.

2. Topic popularity

A useful product is important, but a likable brand personality is even more important. Can the content of brand and product communication arouse the reading interest of potential consumers? Can it make consumers who have already purchased the product share it with others after buying it, generate interaction, and create the urge for secondary communication? Only in this way can the popularity and topics of the product itself be continuously amplified.

2. In what dimensions and carriers are super selling points applied?

Let me first explain why super selling points need to be displayed in multiple dimensions; the role of super selling points is to differentiate from peers, segment the competitive environment, and occupy the minds of consumers with new concepts and selling points.

At this time, it is just like archery. The consumer's mind is a target, and we need to penetrate the bull's eye, which is the point that consumers pay most attention to when purchasing a product. At the same time, we also have a lot of arrows in our hands, including celebrity endorsements, KOL recommendations, live streaming by internet celebrities, site details, short videos, and even reviews and questions, etc.

If we want to get high scores from consumers' targets and penetrate the consumer's mind, each of our arrows needs to focus on super selling points that solve consumer pain points or satisfy consumer desires. In this way, each arrow is close to or even hits the center of the bull's eye, so that the product can gain a higher value than other competing products in the minds of consumers, thereby having a higher order decision.

For example:

Application of the slogan of Dongpeng Special Drink (When you are tired and sleepy, drink Dongpeng Special Drink).

Public level: The slogan "When you are tired and sleepy, drink Dongpeng Special Drink" is promoted on billboards in various subways, airports, high-speed rail stations and highways.

Promotion layer: In advertising films, short videos, etc., promote consumers to drink Dongpeng Special Drink when they are tired and sleepy in the office, while working overtime, playing games, etc.

Conversion layer: In live broadcasts, details, etc., publicize why drinking Dongpeng Special Drink can relieve fatigue and what the trust endorsement is. This forms a closed-loop communication path with the super selling point “tired and sleepy” as the source. This is the application and function of super selling points.

3. How are hot products and related products developed and created?

There are three main ideas for developing derivative products related to hot products.

1. Scene association combination

Expand product categories around core product usage scenarios without deviating from the value of the brand itself. The most typical examples are kitchen appliance brands, home furnishing brands, and beauty brands. Once a core hot-selling product appears, they will develop products for other users around the scenarios in which consumers use the hot-selling product to trigger related purchases by consumers.

2. Brand value extension

Extend to related categories based on the core value of the brand. A typical example is Dyson, whose core value "wind technology + fashionable living appliances" is extended to related categories through its core technology, from hair dryers at the beginning to vacuum cleaners, air purifiers, sweeping robots, curling irons, fans, hand dryers, etc. Develop products related to his core technology.

3. User value expansion

They fully tap into user value, but generally they will restart new brands or cooperate with other industries.

A typical example is Three Squirrels. Targeting young female customers, we launched the brand “Yang Ge Mao Hai”, which specializes in pet food. "Little Deer Blue" focuses on baby snacks. "Tie Gong Ji" focuses on fast food. "Xi Xiaoque" specializes in wedding candies. Develop products that are in line with the growth trajectory of young women.

4. How can selling points enhance product competitiveness?

The upgrade of selling points helps products improve their competitiveness from two dimensions.

1. Conversion attributes

The two characteristics of upgraded selling points for consumers are: one is a more novel selling point concept, and the other is more attractive benefits.

For example, the selling point of hair removal devices in the beginning was “quick hair removal”, but after a period of time this selling point became homogenized. Some brands started to add user benefit points, such as “painless hair removal”, but then this selling point gradually became homogenized and lost its user appeal. Then the upgraded selling point of “hair removal and skin rejuvenation” began to appear.

In terms of the brain's acceptance, customers are more willing to listen to new things, accept new things, and pay attention to new differences. Therefore, if it is a new selling point, the attention it receives will be much higher than that of its peers, and it can also enable the merchant's products to quickly achieve a breakthrough.

2. Propagation properties

Just like the case of the hair removal device just now, by comparing the top brands in the category, you will find that the promotion strength and platforms of these brand products are very similar. A brand new angle on the selling point is usually easy to be noticed and recognized by consumers quickly. Consumers always remember the new and forget the achievements because in consumers' memory it needs to be updated and iterated. What consumers need to hear are new ideas, new concepts, and new terms. Only new things can bring consumers new consumption impulses.

5. What are the core elements of creating explosive products?

What is the core of creating a hit product, or the core of the entire business model? Most of them include four elements: products, traffic, conversion rate, and capital.

• A sufficiently large consumer market - traffic
• Sufficiently good product conditions - products
• A communication method that is sufficiently offensive: conversion
• Sufficient to support the above expenses - funds

For a product, find a piece of traffic, and the product will eventually make money by converting sales in that traffic.

First, there are the new consumer internet celebrity products that we are familiar with. Without exception, they are all in a huge market space, have an excellent product, use unique concept selling points and benefits to spread, and have sufficient funds to generate early traffic and topics.

For this reason, we say that the essence of product power is to occupy new characteristics of the category by focusing on product functions and benefits. The characteristics of new categories are consumers' criticisms and pain points of old categories, and are unmet demands. There is only one reason why a product can become a hit: it grasps the characteristics of new categories and new demands.

Sandunban focuses on freeze-dried instant food, Yuanqi Forest focuses on 0 sugar, 0 calories and 0 fat, Adopt a Cow focuses on better dairy cows, Jane Eyre focuses on cleaner formulas, and Huang Tiane Eggs focuses on raw food standards. These characteristics may be the consumption pain points of the original categories, may be the unmet needs of consumers, or may be undiscovered new scenarios. These new consumer brands have the potential to become well-known category brands because their products surpass certain characteristics of the original category products and occupy a certain part of the consumers’ minds.