Category

Author: Tang Shisan
Publisher:
Publish Date: 2007-01-01
Features: Category: Based on the 13-item category law research of 1.3 billion consumer minds. Without category opportunity, a brand is zero. "No one expected that this groundbreaking discovery of a global business rule would appear in China." Categories are natural without brands, but brands are natural with categories. Products are not products, demand is the product. Without category opportunity, a brand is zero. Categories are water, brands are boats. Those who don’t study water won’t sail boats. Behind every brand, there is a big brand—namely, the category. Categories are nations, brands are countries. You can find "nations without countries," but you can’t find "countries without nations." If there’s one word to summarize the ultra-high-speed development of Chinese enterprises in the past two decades, that word is "category." Category demonstrates through abundant facts that there is indeed a hand behind the scenes shaping brands. Mengniu and Yili soared to success by riding the wind of the "Grassland Milk Category"; the decline of the "Shandong Liquor Category" was due to the downfall of Qinchi and the inaction of Kongfu Home; KFC and McDonald’s faced completely different situations in China solely because of Chinese people’s perceptions of chicken and beef; the demise of the pager category was unstoppable even for brands like Sony; even Sony, an international brand, had to withdraw its Walkman from history when the MP3 category rose.