产品经理的42个原则-原则34-Differentiation Isn’t Enough, You Have to Be Better:差异化是不够的,你必须变得更好!

Differentiation is not enough. Discover how effective product managers are winning by making their products “better.”

差异化是不够的。通过让产品“变得更好”来发现产品经理是如何有效地赢得胜利的。

In an environment of product proliferation and intense competition, product managers must do more than just differentiate. They must find ways to satisfy customer needs and wants in ways that are ‘better’ than competitive offerings.

在产品扩散和激烈竞争的环境下,产品经理必须做的不仅仅是差异化。他们必须找到比竞品“更好”的方式来满足客户的需要。

Consider the case of hotel accommodation—a market crammed with competitive offerings that differ in pricing, amenities, location, service, and other more intangible factors. It’s not only competitors that seek to differentiate their products, but brands within a company as well. The Hilton Hotel family consists of no less than nine brands from Hampton Inn to Waldorf Astoria Resorts.

以酒店住宿为例——这个市场充斥着在价格、设施、位置、服务和其他无形因素上存在差异的竞争性产品。不仅仅是竞争对手想要让他们的产品与众不同,公司内部的品牌也是如此。希尔顿酒店家族由从汉普顿酒店到华尔道夫酒店的9个品牌组成。

Customers are faced with an almost overwhelming choice.

顾客面临的选择几乎是压倒性的。

How do products differ? In what ways are they similar? Which one is the best product for me?

产品有什么不同?它们在哪些方面相似?哪个产品对我来说最好?

The concept of differentiation seeks to identify and highlight ways in which one product is different than others. The desired outcome is an understanding or recognition within your target audience that your product is different from competitor offerings.

差异化的概念旨在识别和突出某一产品与其他产品不同的方式。期望的结果是在你的目标客户中理解或认可你的产品不同于竞争对手的产品。

Product managers need to go one step further. It’s not enough to be perceived as different. Successful differentiation requires that products stand out from competitive offerings by providing the greatest value to the customer. Product managers need to look at three areas:

产品经理需要更进一步。仅仅被认为与众不同是不够的。成功的差异化要求产品在竞争产品中脱颖而出,为客户提供最大的价值。产品经理需要关注三个方面:

What Customers Want

客户想要什么

Understand the problems before you design the solution. It’s important to hone in on your target audience and get to know what specific problems they are experiencing. What are the impacts of these problems? What would happen if the problems were removed? What would need to happen to reduce or remove this problem?

在设计解决方案之前要理解问题。关注你的目标客户,了解他们正在经历的具体问题是很重要的。这些问题的影响是什么?如果问题被解决了,会发生什么?要减少或消除这个问题,需要发生什么?

What You Are Good At

你擅长什么

There may be plenty of valid problems out there in your target audience but these are irrelevant if you’re not able to solve these. There are plenty of examples of brands diversifying into new territory only to fail because they lacked the core competencies to be able to satisfy customer needs and wants. Do what you’re good at.

在你的目标客户中可能有很多有效的问题,但是如果你不能解决这些问题,这些问题就无所谓了。有很多例子表明,品牌进入新领域后,却因为缺乏能够满足客户需要和想法的核心竞争力而失败。做你擅长的事情。

Where Competitors Are Weak

竞争对手弱在哪里

Even if you have identified valid problems and know that you have the ability to solve these, it won’t matter much if you’re entering a crowded marketplace where multiple competitors can do the exact same thing.

即使你已经发现了有效的问题并且知道你有能力解决这些问题,但是您却进入了一个具有同样能力做同样事情的众多竞争对手的市场,没有关系。

The intersection of these three areas is the best opportunity for going beyond differentiation to define, develop and deploy a product that is more likely to succeed.

这三个领域的交集是超越差异化定义、开发和部署更有可能成功的产品的最佳机会。

 

In our hotel context, let’s look at very price sensitive, solo travelers in their mid-twenties. They might have grown out of sleeping in noisy youth hostels but not have the money or interest in splashing cash out on a fancy room. Our segment wants a bare-bones room—literally a bed and a shower for as little money as possible. This frees up their money to spend on eating out, hitting the bars, or going sightseeing.

我们酒店的情况是什么呢,对价格敏感,25岁左右的单身旅行者。他们可能已经长大,不再睡在嘈杂的青年旅社里,但却没有钱或兴趣把钱花在豪华的房间上。我们这个细分市场想要一间简陋的房间——字面意思是一张床和一个淋浴房,只要花尽可能少的钱。这就让他们有更多的钱去外面吃饭,泡吧,或者去观光。

EasyHotel offers a service for this segment. Their spartan rooms consist of a bed, a TV, and an en suite bathroom. No desk, chair, phone, mini-bar, gym, or pool. Rooms are not cleaned every day. It’s not all bad though. Their hotels are well located in places where tourists want to stay, and they’re incredibly cheap.

EasyHotel为这个细分提供服务。他们简朴的房间包括一张床、一台电视和一间浴室。没有书桌,椅子,电话,迷你酒吧,健身房,或游泳池。房间不是每天都打扫的。但也不全是坏事。他们的酒店坐落在游客想去的地方,而且非常便宜。

Few competitors can match EasyHotel’s offerings. Even budget chains of major brands have more frills and a higher price point. Youth hostels, B&B’s and independent hotels can’t match its consistent quality and model. EasyHotel’s proposition of low price with basic but consistent quality is doing well with new properties opening in Germany and Spain in 2010.

很少有竞争对手能与EasyHotel匹敌。即使是大品牌的廉价连锁店也有更多的装饰和更高的价格点。青年旅舍、民宿和独立旅馆的质量和模式都无法与之相匹配。随着2010年在德国和西班牙的新酒店开业,EasyHotel的低价格和基础但一致的质量的定位做得很好。

Successful differentiation depends on understanding your target market segment needs, defining solutions based on your ability to satisfy these needs, and developing and deploying products that meet these needs in ways that provide more value than competitors.

成功的差异化依赖于理解你的目标市场需要,根据你满足这些需要的能力定义解决方案,开发和部署满足这些需求的产品,而以上这些方式都要比竞争对手更具价值。



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