In the previous article " Application of Cognitive Decision-Making Mechanism: How to Introduce Learning Machines ", we took BBK as an example to discuss how to influence users' cognition and decision-making on the product introduction page. Because BBK is a leading brand in the market, it has advantages in various aspects such as brand, sales, and experience. By directly displaying these advantages, it can gain user trust and influence user decision-making.
All the advantages of leading brands are the disadvantages of second-tier brands. Second-tier brands in the market do not have these advantages. How to influence and impress users? This article discusses how "second-tier brand learning machines" can impress users.
First, the characteristics of the learning machine market
The most important feature of the learning machine industry is that consumers cannot directly judge the quality of a product through the product itself.
Some commodities, such as mobile phones and cars, can be directly compared by consumers through parameter configuration, but learning machines are similar to medicines. The advantages and disadvantages of commodities are not in configuration and function, but in "effect", that is, the effect of helping children learn. However, the learning country email list effect has a lag, and it takes a few years to see it, and consumers cannot judge at the time of purchase.
The quality of the product itself cannot be judged, and the brand becomes the most important basis and indicator. Therefore, when consumers make purchasing decisions, they can only choose the most well-known brands in the market from the perspective of avoiding risks.
The second feature is the homogeneity of product positioning and functions across all brands.
Almost all learning machines on the market, the main selling point is online teaching content. Famous teachers, reading, taking pictures, AI, AR, these are all changes in form, and the essence is "the extension of classroom teaching in the family".
On the same track, everyone is doing the same thing. There is no difference between different brands. Consumers have no choice but to further strengthen their reliance on top brands. It can be seen that on JD.com, the sales volume of BBK learning machines is almost 10 times that of other brands.
Where are the opportunities for second-tier brands?
Since consumers can't judge the effect of products and can't tell the difference between different brands, they can only choose the top brand, so where are the breakthrough opportunities for second-tier brands?
It can only go back to the most primitive needs of users. The purpose of parents buying learning machines is very clear, which is to help children learn. However, the premise that the main online teaching content of the learning machines on the market works is that children have self-control and are willing to take the initiative to learn.
While high-quality teaching content is important, parents have two other pain points:
First, children lack self-control: they cannot study seriously in front of their teachers at school, and if no one cares about the learning machine at home, I am afraid that the learning effect will be even worse.
The second is that book knowledge is too abstract, and it is difficult to understand: sometimes it is not that children are unwilling to learn, but the knowledge in books is too abstract, and children cannot understand no matter how serious and hard they are.
The essence of a product is a solution to user needs, so the opportunity for second-tier brands is to solve the problem of parents’ lack of self-control for children’s learning and the incomprehension of abstract knowledge.
Te solution is to broaden the track and solve the pain points of parents from a more comprehensive perspective. When consumers buy products, they need a reason that they can agree with. Only when you can't find a reason to buy and don't know how to choose, will you passively rely on the brand.
Brand is just a passive choice to avoid risk, not an active choice made by true identity. Second-tier brands start from the pain points of users and provide effective solutions, which can provide strong reasons for users to choose, so that users can make “active” choices because of “identity”.
3. How to influence users’ cognition and decision-making
1. Make connections
The learning machines on the market are all crowded on the same track, and parents are prone to difficulty in choosing. To gain the approval of parents, second-tier brands need to directly awaken and face the pain points of parents and establish a connection with their needs.
Just like a sleepy person sees a pillow and a hungry person sees a steamed bun, when parents are tormented by their children's learning, they can notice and identify themselves among the many similar options at a glance, so as to form Differentiated selling points provide strong reasons for parents to make consumption decisions.
2. Simplify cognition
Parents pay attention to products because of the attraction of "learning requires companionship, knowledge lies in application". Before understanding the product, the brain will first form expectations, looking forward to understanding how the learning machine can help parents effectively accompany them, and how to help students, such as using abstract knowledge from books .
Therefore, in the product introduction and description, let parents quickly understand how the product helps learning through "supervision and companionship" and "knowledge application", and how it is different from other competing products. Quickly connect and respond to product information and parents' knowledge, and gain the recognition and trust of parents.