The essence of the product is the reason to buy, the reason why consumers buy the product

find a lotInternet marketingWhen operators plan products, they do not know how to separate the reason for purchase from the experience value.

For example, the reason for purchasing a product can be "Professor XX participates in research and development".

However, the experience value may be a certain function of the product, the part that feels good after buying it.

Reasons for consumers to buy products

The World Through the Consumer's Eyes: What Needs/Needs Can You Satisfy?

someE-commerceCopywritingCommissioners often use the function of the product as the reason for the purchase of the product.

• The reason for purchasing a product may be its function, but it mainly comes from what users believe?What do you want?
• This is the value of customer research and competitor analysis!
• The function is the feature, the attribute, and the reason to buy is the benefit that the product function can bring.

The benefits are one thing, but not just the benefits:

• Reasons to buy ≠ Product features
• Reasons to buy ≈ what to want, what to believe

The essence of the product is the reason to buy

All well-done projects have reasons for customers to buy:

1. Taobao——Cheap, full range
2. JD.com - Authentic (safety), fast delivery (efficiency)
3. Netease's strict selection - beautiful and delicate, only the best for users (users have high decision-making efficiency), etc., whether it is an emerging retail industry or not, only human nature.

Reasons for customers to buy

except retail/E-commerceExamples of other industries outside the industry:

1. Meitu - Efficiency (quickly retouch photos without learning Photoshop), love of beauty (don't learn photography, but can make photos very beautiful)
2. Insurance - a sense of security (if not, what will be lost)
3. Didi - can't block the curb, taxis are extremely inefficient.
4. 360 - sense of security (computer avoids poisoning)
5. Ele.me - Efficiency (run errands, save time and cost)

When planning a product, you must know how to separate the reason for purchase from the experience value:

• Starting from the first element of business, we don't have to be obsessed with strategy and business model.
• The essence of the product is the reason to buy: what problem does it solve, and is the solution human?