Hua Fahua 103 Shelf Thinking

25 1, purchase is the key link of marketing communication, and all efforts are made to serve the final realization of purchase. The purchase behavior takes place in front of the shelf, so all ideas should be shelf-oriented, and all occasions where products appear should be regarded as shelves. This is the shelf thinking.

252. Commodities are information, and you can also regard all occasions where products appear as media. Commodity packaging is a kind of media advertisement.

Let's sum up, from packaging design to TV advertising, from TV advertising to newspaper advertising. Packaging design is to gain the display advantage on the shelf, let the products speak for themselves, sell them when they are on the shelf, and sell themselves by one package without the help of shopping guides or even advertisements. When it comes to newspaper advertisements, we say that the layout is a shelf. Put the products on it and sell them on this paper shelf. On the Internet, computer screens and mobile phone screens are directly put on shelves. When it comes to TV advertising, we repeatedly emphasize the exposure of products. Yes, the TV screen is also a shelf. What can we sell without displaying products and highlighting products on the shelves?

In this way, we have entered the core concept of China-China method-shelf thinking.

Why talk about shelves? Because the post-process determines the pre-process, although we say that marketing is a cycle, consumers are also an information dissemination cycle from audience-buyer-experiencer-communicator-audience. However, procurement is a key node after all, and we still understand it as the last step. So everything is decided by the shelf, and all ideas are shelf-oriented. This is Huahua's shelf thinking.

So, what is a shelf?

Shelves in the ordinary sense can be seen by everyone every day. Supermarkets, canteens and Wal-Mart can all see the shelves. Shelves are places where products are displayed, and also scenes where purchases take place.

In addition to the physical display of products, we go one step further, and the page is also a shelf. Dangdang is full, Taobao is full. In fact, Weibo is full of shelves. This is a virtual shelf, where products are displayed. Product information is fully displayed on these pages.

What is the third floor of the bookshelf?

The third floor is a shelf in the media. That place doesn't sell directly, but it will still display products and product information. In fact, we should equate it with sales.

The media itself is a shelf.

We should regard all occasions where products appear as shelves, which is shelf awareness.

As long as you want to send a message, immediately think about what kind of shelf it appears on. As long as you send a message, it will inevitably appear on a bookshelf. Then, as long as we realize this, we can enter the second step: investigating the shelf environment.

Whether you send a news, a Weibo, a WeChat or a poster, whatever you do, you just need to understand that the information you send is ultimately displayed in the shelf environment, so you should immediately consider the shelf environment.

For example, a bottle of mineral water, its shelf is refrigerator, not freezer; For a hotel, its shelves are streets. As far as IKEA is concerned, it regards the street as a shelf, so if its hypermarket is painted dark blue, it will stand out in the whole street; Home inns paint all hotels yellow, which is very conspicuous on the shelves on the street. This is product development based on shelf environment.

You can also use the street as the media. Street is a classified advertisement page of a newspaper, and it is the 58 cities on the Internet. How do you show your products? "Love clean, live in Hanting" is such a media advertisement.

We say that any information is displayed on the bookshelf. So how do we understand shelves? What are the characteristics of shelves?

First of all, the shelf is an information environment, it is an information space, we have to convey a message, our product information, the reason for our purchase, to the shelf, is the shelf empty? The shelf is not empty. Before and after we sent this message, the bookshelf was full of information. Before putting a book on the shelf, the shelf is full of books, and those books are transmitting information. Then you should first consider that you are competing with your competitors in information transmission and communication. Everyone sends messages on the shelf, and you want to send messages on the shelf. How do you ensure that the information you send is the most unique and powerful?

The core of this awareness lies in guiding our product development, packaging design and copywriting.

When we are staring at the computer to make a packaging design, we will repeatedly consider that the packaging we made is not displayed on the computer, not in PS or AI files, nor in renderings, but on the shelves. When you think like this, you can jump out of these 3 * 5,5 *12 specifications of the package, and your mind can reach the shelf. You should think about the design of packaging, it serves the purpose of competition, it does not serve aesthetics, it does not serve what you want to express, it serves competition, information competition and communication competition. This is a shelf.

The characteristics of shelves are firstly the information environment, which is composed of the information sent by competitors and the information sent by us. This is one side of the shelf.

What is the b side of the shelf? Who are these messages sent to? Buyers.

When we design packaging, we should consider what our competitors are like and what our buyers are like.

Shelf thinking revolves around these two points: a media information environment full of competitors and a place where buyers pass by.