The idea of ​​horizontal marketing: breaking the boundaries of product categories. That is to break the functional boundaries of products, break the boundaries of target consumer groups, break the boundaries of usage methods, break the boundaries of use, break the boundaries of use, break the boundaries of channels, break the price boundaries, break the boundaries of promotions, break the boundaries of marketing mix, and so on. Various breaks can sometimes cross each other. For example, turn the drinking milk into a dry milk slice and turn the rice into a millet casserole. This is indeed a "new trick" in marketing.
The basis of "horizontal marketing" is creativity, which should be regarded as a resurgence of the old concept in the advertising industry. As early as 1969, when Rees and Trout published in the "Industry Marketing Magazine" that "positioning is the competition that people play in the imitative market today", the first sentence is: "The creative era has passed, now The new trick on Madison Avenue is positioning.†However, “horizontal marketing†tells you that mechanisms such as market segmentation, targeting, and positioning that generate competitive advantage and turn into business opportunities and new products are already domestic. Mastered by marketers. Almost every marketing person will talk about positioning when he opens his mouth. Positioning is like a habit of marketing people just like pulling a zipper on the toilet. Therefore, it is not difficult to see that the meaning of "horizontal marketing" is nothing more than: "The era of positioning has passed, and now the new trick of the Chinese marketing industry is creativity." However, this "creative" is not "advertising creativity" but "product creativity."
For example, what does a wooden chair have to do with a ball? Who is the car that won’t run? How to sell flowers to consumers who do not raise flowers? Will free popcorn bring profits? All goods let consumers price themselves, is it possible?
In the perspective of “horizontal marketingâ€, it is called vertical marketing that the market is deeply ploughed and deep-seated to find a relatively special market space for products and brands. In fact, the "horizontal marketing" formulation itself is not clear enough about the difference between "vertical marketing" and "horizontal marketing." Through its complicated discussions, if we understand well, the difference lies in: "horizontal marketing" Come, the so-called "vertical marketing" is a kind of "finding market" marketing method, and "horizontal marketing" is a kind of "finding products" marketing method. The purpose of “vertical marketing†is to segment the market. The purpose of “horizontal marketing†is to break the boundaries of product categories.
But with a little analysis, it is not difficult to see that “horizontal marketing†is not a marketing concept itself, but a product classification concept, because “horizontal marketing†itself does not propose any real ideas and skills about marketing. The so-called "horizontal marketing" is essentially the creation of "horizontal products." This is not marketing planning, but product planning. “Horizontal marketing†turns drinking milk into dry milk, but how does this “dry milk†sell? Other manufacturers are also rushing to produce "dry milk tablets", then what should I do?
The essence of "horizontal marketing" is that when the entire marketing industry has basically become brand-oriented, there are suddenly some new products that are inexplicable. Therefore, the busy consumers may buy a try, but they are fresh. These products are no longer marketable. Therefore, the products that “horizontal marketing†flicker out are cheap and fresh gadgets, and they are not and will not be durable consumer goods with high technological content to create brands.
"Horizontal marketing" is like a flexible and guerrilla team in the modern marketing industry. It relies on a variety of fresh gadgets to "shoot a place for a place". This will definitely lead to a mature and formal China. The marketing industry leads to the stage of no rules, no brand, no accumulation. Based on the "horizontal marketing" planning of various fresh products that break the original product boundaries, manufacturers can earn money in a certain period of time and to a certain extent, but for the long-term development of the company, the accumulation of brand image and the improvement of product quality. There is no benefit. This kind of "bicycle" can't sell the "wheelchair", "wheelchair" can't be sold. The "horizontal marketing" direction of "stretcher" can only aggravate the "myopia" of Chinese enterprises, and eventually lead to China. The reduction in the life of the enterprise.
What China's corporate and marketing communities need is to advance on a solid foundation based on continuous accumulation, rather than leading consumers in high-pitched areas like “guerrillasâ€, if “people go, I don’t want to "Going" can only lead to a farther and farther distance from Chinese companies and marketing to internationalization.
Any horizontal thing can only be shallow, and it must not be deep and long-lasting. Therefore, “horizontal marketing†has created many new products despite breaking the product boundaries, but it cannot create and maintain a permanent brand. As a kind of "product planning" theory, "horizontal marketing" can only create new products through the separation from competitors, causing consumers to be curious at the moment, without bringing consumers' goodwill, trust and brand. Expectation will not bring consumer satisfaction.
In fact, through the above analysis, it is not difficult to see that the so-called "horizontal marketing" is essentially the beginning of the disorderly stage of chaos in the Chinese enterprises and marketing circles. When it comes to the road of internationalization, it suddenly kills halfway. A "black Li", waving two axes, should lead this team to "Shuiboliangshan". It can be seen that “horizontal marketing†is a very “selfish†behavior. As a “marketing planning†institution, it proposes a “marketing strategy†and does not make any constructive contribution to the development of Chinese marketing theory and practice. The establishment, maintenance and sustainable development of the brand are also unconcerned. It does not help the improvement of the technological content and service level of the products. It only requires breaking the product boundaries and constantly introducing new gadgets that are “three or five days in the leadâ€. In essence, this is just a "theory" of "sufficiency in private pockets", the purpose is only to "grab money" for these "marketing planning" institutions - companies do not have to rely on real science and technology research and development departments to improve product quality and update In the future, we don’t have to rely on the reputation brought by consumer satisfaction to maintain the brand image. We just need to constantly pay tuition fees to these “marketing plannersâ€, and then we can continue to get the “truth†– “bicycle†"Wheelchairs" and "wheelchairs" have been changed to "stretchers", but they have been changed and changed. What is the real construction of the "vehicle"? ?
China's manufacturing and service industries need real accumulation and improvement. They are constantly on the high level of product quality and service level. This is the real development and progress that will help the country and the people. The Chinese marketing community also needs to really refine and create marketing theories that suit the characteristics of Chinese brands and marketing. In order to be more in line with international standards, the Chinese brands will truly go global, and changing them will be tantamount to shutting down their own people. Fudge your own people, if it is as claimed by these "marketing planning" agencies - "the era of horizontal marketing has arrived", then, in this "era", "Made in China" can only become "Made in China" .
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