Lonno's products themselves are very good, but they lack Pinyue's marketing. Mr. Langno Guo said something during Pinyue's proposal: I feel that Lonno's products become valuable once they are packaged by Pinyue. Therefore, Lonnuo does not need to change its products. As long as it strengthens its marketing content, it can become the number one pet freeze-dried snack!

What kind of marketing content and methods does Pinyue use to make Lonno cooperate with Pinyue many times? Pinyue designed and marketed 300G pure meat freeze-dried products for Lonnuo. It is now Lonnuo’s largest single product and one of the most expensive products in the freeze-dried category. It has basically always been among the hottest freeze-dried cat snacks. It ranked first on the sales list and became a shared case in Tmall’s new product innovation center. Later, Lonno also cooperated with Pinyue to freeze-dry staple food, which became Lonno's second largest single product and is now making its third largest single product.

How does Lonol freeze-drying make it both expensive and easy to sell?

Pinyueqiang Perceptual Marketing shares three core points with you:

1. How to make users perceive the difference of large single products from low-priced competing products?

2. The product itself is of good quality, but how do you make users perceive it as valuable?

3. How can the details page make users perceive value and improve the traffic conversion rate?

Bad money drives out good money, because good money cannot distinguish bad money. Many founders with a craftsman spirit say that my products have good raw materials and good craftsmanship, so the cost is high and they are expensive to sell. However, users have gone to buy cheaper competing products, which has taken away the market, making it difficult for us to make and persist in making it. Good product!

This is a sad reality, and it is also Pinyue’s determination to make good products sell well through marketing design.

Pinyue believes that products are expensive for a reason, but how can we find out the reason why they are expensive and the user value of them. It is best to have obvious external differences to distinguish low-cost ordinary products so that consumers can identify and buy them. This is one of Pinyue's core tasks.

Lonno freeze-drying has been sold for several years. The founder is a pet food professional professor who started his own business. Why can’t a good product sell well? Why is it easier to sell after the Pinyue marketing changes?

Today we use the case of Lonnuo freeze-dried snacks to share how to help you find the difference and establish differentiated feature positioning. We hope it will be helpful to you.

Pin Yue said: If you put more thought into it, there will definitely be a difference. You can have a real experience. Find a place to look up at the starry sky and count the stars in the sky. From the first one or two stars, you will slowly find that more and more stars "pop out". In fact, they do not "pop out" suddenly. "Come", but they have always existed. Just because you become more and more focused, you will discover other things, see more stars, and experience different scenery.

If your quality is good and your costs cannot be reduced, you must put more thought into finding the differences between your products and those of your competitors. Only then can you win the battle, otherwise you will be considered as having the same value. Qualitative.

How can we put more effort into finding differences that make our products unique?

Mainly research and think from three aspects:

The first is to find the pain points of users,

The second is to find the shortcomings of competing products,

Pinyue will first use tools to capture tens of thousands of user reviews and ask everyone data, as well as feedback data from Xiaohongshu, professional websites, and some consumers’ real experiences, to analyze users’ core purchasing reasons and What are the pain points?

Pinyue found that the odor problem and cleanliness of freeze-dried snacks are the words mentioned more often by users who purchase several brands, indicating that these are one or two points that users are aware of, and it is also the Lonnuo brand. Opportunities that can create differentiation.

At the same time, it sorted out the pain points that users worry about bad meat and fake meat, which will cause vomiting and diarrhea in pets. There are also many impurities in the freeze-dried after opening the package, and the problem that the freeze-dried is easy to break. .

The second step is to identify the current core competing products of your product:

Here are some products with high sales volume, but not all of them are your core competing products. , only those with close users, close channels, and close prices are your core competing products. We’re not even selling with you, so how can we be your current competitors? At most, it's your potential opponent in the future. Just take precautions. Don't let him make you become inconsistent and not perfect now.

We at Pinyue have locked in on a core competitive product and put in a lot of effort into analyzing its advantages and disadvantages compared with Lonnuo, as well as its impact on users from various dimensions such as formula, quality, and process. value difference.

I discovered the difference in their appearance and workmanship. In terms of appearance, Lonnuo’s freeze-dried snacks are white and clean, without any defective products such as blood, oil, or silk. There is an extra step in the process, which is passed through Germany. The imported color sorting machine screens the products so that each freeze-dried product for sale has neat and clean particles.

Through the advantage point comparison chart and triangular strategic analysis method, we determined the point where Lonnuo is strongest, needs users, and has weak competitors. This is to use new color sorting technology to freeze-dry Lonnuo. The quality is better than ordinary freeze-drying, and we plan to make a breakthrough from this point on.

In terms of differentiated feature positioning, I would like to share with you a method of Pinyue, called Pinyue Marketing 995, which means 9 new, 9 cuts and 5 borrows. The second new thing is "new technology". There are many brands that have succeeded through "new technology", such as Nongfu NFC juice, Luhua's 5S pressing technology and Qiaqia's fresh-keeping technology, etc., all of which create differentiation from the perspective of this technology. of.

If your product differentiation is not based on new technology, you can also carefully search for it in the dimensions of "new combinations", "new raw materials" or "new packaging", and compare it with our Pinyue Marketing 995 method. , you can always find product differentiation features that you strongly perceive. If you really can't find it, you can do some upgrades and innovations from these dimensions to make differentiation.

Positioning theory says that it is better to be different than better. The key is whether your difference can be perceived by users. If it is not perceived by users, even if you spend huge amounts of advertising money, you may not be able to educate users.

We Pinyue found the difference of Lonnuo freeze-drying through multiple dimensions and efforts. At that meeting, the founders and team of Lonnuo were surprised. They made and sold it. After all these years, I haven’t noticed this difference! It was not reflected in the marketing content, and I immediately felt that spending the money on Pinyue Marketing was the right choice.

Because colleagues working in enterprises have too much workload every day, and the time they can spend on every small detail is limited. It is not like spending money to find a systematic company like Pinyue. Methods and energy are used to study users and products, but the breakthrough development of many things is a breakthrough in some details.

We and the Lonnuo team jointly determined that the product differentiation brought about by "new technology" should be transformed into core user value and purchase reasons. Through "new technology", the result we present to users is cleaner freeze-drying, so we Pinyue first determined the word "net", and then further proposed a purchase reason of "5 net good quality", because this "net" "What users can perceive is also the smell and cleanliness that users pay attention to in their comments.

In addition, it can be compared with competing products in marketing communications:

1. In the display of the product, it is a freeze-dried product that has been screened clean and has square particles, and with Fragmentary freeze-drying comparison of blood stains and black spots:

2. Users can directly verify the differences in products by opening the packaging and can see the differences with the naked eye.

3. This "net" is also a short-term barrier: because the opponent needs to customize imported equipment and improve the process, as well as remove defective products, he must raise prices, otherwise he will lose money.

Part 2: After determining product differentiation and knowing that your product itself is of good quality, how do you make users feel it?

This is also a problem encountered by many brands.

Why is your product so good?

Users have no idea!

How can a good product be truly good? Let people see it!

Pinyue will share with you how to make good products obvious to users.

Currently, there is a mixed bag of freeze-dried snacks on the market, with uneven quality. Users lack the professional knowledge to identify the quality of freeze-drying.

Just looking at the products, it is easy for users to think that the quality is similar. There is no doubt that he will choose more affordable products, resulting in price wars between brands.

Find a product differentiation point with strong perception,

You can save tens of millions or even hundreds of millions of advertising fees to educate users.

Because facts speak louder than words, and strong perception of facts is more effective than advertising and marketing concepts, so marketing is not just about shaping concepts, but also listing facts. This is one of the core points of Pinyue's strong perception marketing method. one.

Today’s users are not so easy to fool and guide, because their knowledge level has improved and it is easy to obtain information.

Perception may be greater than facts,

But facts speak louder than words,

When consumers truly perceive a fact,

Just like many people originally believed that the earth is flat, when the facts become perceptible, the perception is broken and upgraded. Even sometimes, this "fact" may not be a "fact".

When Pinyue delivers the user value perceived by Lonnuo, it needs to be presented in three aspects:

1. It is a sentence of value communication;

2. It is a series of strong-perception facts;

3. It is a set of strong-perception credences.

The first is a word of value communication: 10 years of exporting to Europe and the United States, 5 net good quality.

“10 years” means that Lonnuo has been doing freeze-drying for a long time and is the only one in the industry, which increases users’ perception that Lonnuo is an expert;

“Exported to Europe and the United States "The expression is that the products have been sold in the high-end market, and European and American standards are relatively high, so the quality can be assured."

“5 good quality” is the core selling point of our freeze-dried snacks, which we want users to remember and form a purchasing decision.

Next, let me share with you in detail which 5 nets?

What is "5 Net Good Quality"?

Why do you buy mine when it is more expensive than others? Because the price of Lonnuo freeze-drying is relatively high in the category of freeze-dried cat snacks, how can users perceive the goodness of Lonnuo and want to try it, especially new users of Lonnuo.

How to make differentiation obvious? We need to use a strong perception method that consumers can perceive and verify the comparison, so that users can recognize that Lonnuo's products are better than others.

Focusing on the characteristics that users can perceive, we have refined the five cleanses: smart selection of cleanness, discernible purity, fresh craftsmanship, clean workshops, and pure heart research and development.

And through one look, two tears, and three soaks, users can directly verify the quality of freeze-drying, because details determine quality, it has experience and strong sensory characteristics, and it is easier to get word-of-mouth recommendations from users. , because he has experienced it and knows how to recommend it.

For example, for example, clean smart selection, 5A quality and peace of mind, Lonnuo has a customized color sorting equipment imported from Germany, which is currently the only one in China. It can screen out freeze-dried products with uniform particle size and good color, and remove some freeze-dried products with blood streaks and oil stains, as well as debris and poor-shaped freeze-dried products.

So we encourage users to check the whole bag of freeze-dried products first after receiving them to see if they are all high-quality freeze-dried products, without any blood streaks or oil stains, which will not easily cause the previous problems. The pain points mentioned by users, such as causing vomiting in cats and other adverse reactions, each pill is more reassuring;

In addition, although we are a bit more expensive in comparison with the same grams, each bag contains high-quality products. , but other people’s products are not. This is the reason why it is sold expensively and recognized by users. It’s good to promote new selling points. Users have also carefully looked at the entire bag of freeze-dried products and given word-of-mouth feedback in the comment area, which shows that they have the same perception.

You can also tell the purity, the meat fiber is clearly visible, which means that Lonno uses pure meat, without adding meat powder or the like.

So we recommend that the second step for users is to twist the freeze-dried meat to see if you can see the fiber structure of the meat? This is a core method to identify whether there are additives and whether it is pure meat, because if there are meat powder or other powders added, the meat fiber structure cannot be seen in this kind of freeze-drying, and many low-price products reduce the raw materials. cost.

There are also some user comments that the users did follow what we said to see the texture of the freeze-dried meat cubes, and then spread the word of mouth.

The third is the fresh meat process, which allows users to soak it in water and try it to see if it can be restored to fresh meat in 60 seconds. Because there are many freeze-drying products, the freeze-drying process time is very short, which reduces electricity bills. Cost, if the freeze-drying time is short, the temperature must be raised to remove the water, but doing so will destroy the fiber structure of the meat, which is equivalent to fracture of the meat fibers, and it will be difficult to cover the center of the freeze-drying with water. If the freeze-drying does not absorb water, it will It will make it difficult for cats to digest what they eat in their stomachs, and may cause diarrhea and vomiting. These were discovered by Pinyue during his research. Why didn’t the customer notice it themselves? Because many times customers are obsessed with the game and interact with them every day, but they do not explore product differentiation in detail.

Also, when Pinyue walked into Lonnuo’s workshop for the first time, we found that the walls of their workshop are all made of 304 stainless steel, and other equipment and facilities are also made of 304 stainless steel. We asked Mr. Liu, the founder of Lonnuo, why the cost is increased in this way. Mr. Liu, the founder of Lonnuo, said that because they are in a low-temperature production workshop, in order to ensure the food and freshness, and to prevent any bacteria from adsorbing in the The surface of the object, so even the walls, are made of 304 stainless steel. Products produced in such a low temperature and pure stainless steel environment are of higher quality and more stable.

So we suggested bringing this selling point out, making it a transparent factory, and allowing some experts and users to visit the factory. We have indeed done this, and will open it to the public regularly, and the effect is very good.

Having said so much, we must finally create a complete set of certificates of trust to make users believe what we say.

We sorted out the certificate of trust systems that Lonnuo can use and found two core ones. The first one is exporting to Europe and the United States, with 200 million bags exported to Europe and the United States to create a hot-selling and mature product. Perception;

The second is that there are many tens of millions and millions of professional pet owners like "Jelly is a cute cat" who share and recommend Lonnuo products to fans, which is also a very good Product endorsement increases user trust.

Part 3: To find something unique and obvious, and to buy immediately, you need to use online main images, detail pages, short videos, etc., or offline Marketing materials such as advertising KV and packaging design must be delivered to consumers so that they can perceive value and ultimately increase channel sales conversion rate.

So in order to finally convince users to place an order, we must also study how to create marketing content to increase the conversion rate. The factors that influence users to place an order after browsing your content are often many details that determine success or failure. As small as some font sizes and layout designs, users may not see your key content. Or due to some large content logic, your highlight content is not placed in the first three screens, causing users to jump out of the page without seeing the difference in the first three screens, etc., without seeing your core selling point at all.

After Pinyue completed the differentiated feature positioning and strong sensory content strategy for Longnuo Freeze-Drying, the first step was to plan and design a new product details page, which improved the conversion rate of e-commerce sales and became a Category sales number one. It has also become a typical case tutorial of the Tmall New Product Innovation Center. The Tmall Innovation Center completely analyzed and elaborated on the marketing content planned and designed by Pinyue for Lonno freeze-dried snacks.

Because marketing content like Pinyue can convince users to buy immediately! Nowadays, the homogeneity of products is serious, and the homogeneity of product marketing expressions is also very serious. It is necessary to deeply dig out the highlights of one's own products and have more products with such highlights to widen the gap with peers and let users finally Choose to buy you.

Let me show you how Pinyue upgraded the product details page for Lonnuo.

First of all, our Pinyue planning and design details page has three core logics:

The first is traffic logic;

The second is content logic;

The third is picture logic.

Because users perceive the marketing content of your detail page through these three aspects, and master the three major logics of Pinyue detail page planning and design, I believe that the conversion rate of your product detail page will definitely improve.

The first is traffic logic. In the process from interest to trust to purchase, user traffic has to go through the four links of product list creative image, main image, detail page, and comments. There will be traffic loss in each link. That is, your promotion fees are lost.

For example, the list creative image, its core traffic logic is an advertising space, the purpose is to arouse users' interest and attract them to click and open. It does not expect the list image to explain the product clearly. The main thing is that there are pain points to stimulate or interests to attract clicks.

However, many small brands imitate big brands and make list creative images very simple and brand-friendly without any differentiated value or pain points, resulting in a very low click conversion rate. What you don’t know is that users of other big brands recognize the brand and buy it, but you don’t have such strong brand power yet, so you must strengthen your points of difference.

Before making a list of creative pictures, you must first know the source of your core traffic, because users come in based on search keyword traffic. Different users search for different words. Our core can Just make sure you have relevant keywords for yourself. I will explain this to you in detail when I have the opportunity.

Because our prices are on the high side, we emphasize 100% pure meat, carefully selected, which is a pain point for users and a point of differentiation from other competing products, but it mainly serves as an attraction. In order to persuade you to buy, you still need to rely on the "5 good qualities" on the details page.

The core traffic logic of the five main pictures is a miniature version of the details. The purpose is to see the differentiation of the product, arouse the user's interest and basic trust, and make him want to know more about the product. .

Generally, the five main images will include core values, preferential policies, core advantages, product selling point summary, and product option display. It is a miniature details page, and the core of traffic competition is also here.

If the main image does not attract users, they will basically not look at the product details anymore, so it is necessary to show more differences between the product and other competitions so that users can compare and filter.

The above is our optimized main image, and the following is their original main image. Which one do you think makes the traffic cost more valuable? While investing a lot of traffic fees, you should also invest in content marketing. This is really spending a small amount of money to do big things.

So we are not only doing the screen design of the details page, but also optimizing the traffic, reducing the traffic cost and improving the purchase conversion rate.

I talked about traffic logic, but the details page is more about content logic. When introducing a product, you know what to talk about first, what to talk about next, and what to talk about last. Users are willing to read on and finally pay for it. They do it through the details page. With a logical sorting of content, when making live broadcasts, videos, tweets, grass planting notes and other marketing content, you will also know what content to output and the order.

Based on the content logic of Pinyue 3X’s interest, trust and luck, we have reorganized the content of Lonnuo’s details page. Compared with the original details, our new version’s core selling points are outstanding, and the trust endorsement has one or two The third-level selling points have clear priorities, and the information to guide purchase conversion is also complete, thus bringing a relatively good conversion rate improvement to the product.

The picture logic of the details page: it is a strong perception + high-definition picture

Strong perception means that users can understand it at a glance and try to be as intuitive as possible, and some unintuitive In terms of aspects, it is also necessary to make it intuitive through design techniques.

For example, the selection of color sorters is not very intuitive and easy to understand. By using C4D modeling, we simulated a display of the process of Lonno 5A intelligent selection. Through color selection, grain selection, and Shape, quality, and taste are selected, and finally the user is given carefully selected freeze-dried products.

High-definition graphics: It is necessary to improve the quality and branding of the graphics through some three-dimensional models and screen designs.

The first is to allow users to better perceive the value of the product;

The second is that more refined and advanced images can themselves enhance the sense of value.

When we at Pinyue design each detail page, we will first design a detailed sketch to test the strong perception of the content delivered on the page in advance, as well as to manage the shooting plan and design effects.

From the creative design sketch on the left to the actual rendering on the right, we need to communicate with the customer many times to achieve the best results.

The overall design style of the details page is also centered around the core features of the product 5 Jing. Our colleagues at Pinyue also combined the brand proposition of "Natural Fresh Food with Unlimited Love" by adding some natural elements and combining it with a sense of technology. The picture expression method runs through the design of the entire details page style.

Combining the sense of technology and the sense of nature, using strong perception, high-definition, and differentiated visual design to enhance brand value, professionalism and Premium capabilities, so as to better achieve sales conversion

The picture above is the optimized details page of Pinyue, and the picture below is the original details page of Lonnuo. Compared with Lonnuo’s original details page planning and In the design, Pinyue combines the three major logics of detail page traffic logic + content logic + screen logic, and combines the content logic of Pinyue 3X with interest, trust and luck into a visual design with strong perception, high style and differentiation.

Lonnuo’s details page has significantly improved the sales conversion rate of the product, becoming a typical case of Tmall’s new product innovation, and becoming the first in the freeze-dried cat snack category.

You can see the good content. Planning and page design are the key to affecting traffic conversion. If good traffic delivery is combined with good content, performance can be better improved.

But the content and design of the upgraded details page are only superficial, and the real thing is. The core of success is to find the unique differentiation of the product, make it obvious, and then let users buy it immediately.

Pinyue does not only upgrade the details page, but also upgrades a product. Upgrading the marketing content of large-scale product specialization, value, and rate systems.

The first is specialness, which means we need to find the core differentiating features that distinguish competing products through research.

The first is specialness. The second is value. Value is how we make this feature valuable to users and how we can make users have a strong sense of value.

The third is rate, which is how we pass through specific channels. To improve the sales conversion rate of the channel, from the exposure rate of the channel to the overall optimization of conversion rate and sharing rate, so don’t take marketing content too simply. Marketing is a core driving force for growth.

Finally, I use three simple limericks to summarize the knowledge points of this case to facilitate your memory and communication. I hope it will be helpful to you.