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New Open | 顧問開講
In a highly competitive market, consumers often gravitate toward established brands and products, creating a powerful inertia in consumer behavior. Therefore, for a new product to succeed and stand out, it must offer sufficient differentiation and innovation to capture consumers' attention.
1. Consumers Will Only Spend Money on Products or Services They Consider "Worth It"
Why do new brands seek out KOLs (Key Opinion Leaders) or KOCs (Key Opinion Consumers) to build brand awareness? The underlying reason lies in consumer trust. It’s normal for new brands to be rejected at first, but people often follow the influence of opinion leaders. The traffic that influencers generate is built on the trust they cultivate with their audience. This is why some group leaders pay great attention to product quality, choosing not to take on orders unless they are confident, which becomes easy to understand. They use trust to establish communication channels with consumers.
2. People Have an "Inertia" in Their Consumption Habits
When a new product is launched without offering a particularly novel experience or unique feature, it fails to leave a lasting impression on the market. This makes it harder to generate repeat purchases and create a word-of-mouth marketing chain. Don’t forget, people’s consumption habits are inertial, and in today’s world, product memory spans are increasingly short. If you can find an attractive highlight in the product experience, it can expand like a ripple, gradually gaining consumers’ trust and driving promotion.
3. Breaking Through Consumption Barriers: Success Stories of Apple and Tesla
Apple: The Perfect Combination of Innovation and Experience
Every time Apple launches a new product, it successfully grabs the attention of global consumers. This isn’t just because of their strong brand influence; more importantly, they continually innovate to provide consumers with entirely new experiences. From the first iPhone’s touch interface, to the concept of the iPad, and the health management features of the Apple Watch, Apple makes consumers willing to invest in their new products.
Tesla: The Electric Vehicle Revolution
Tesla’s success has dramatically broken the traditional mold of the automotive industry. They elevated the concept of electric vehicles to new heights with advanced autonomous driving technology, excellent performance, and sleek design, attracting tech enthusiasts and environmentalists alike. Tesla’s success proves that as long as a product is innovative enough, even traditional industries can be disrupted.
4. Key Success Factors for Launching a New Product
Before launching a new product, companies should deeply understand the needs and habits of their target consumers and develop appropriate marketing strategies. Besides product innovation, it’s essential to focus on brand image, choosing the right marketing channels, and enhancing consumer experience. For example, word-of-mouth marketing, social media interaction, and limited-time offers can be used to entice consumers to try new products. At the same time, establishing a comprehensive after-sales service system will increase consumer trust. Only by forming a synergy between product, brand, marketing, and service can companies effectively break consumer inertia and successfully launch new products.