During our marketing process, we will encounter an English abbreviation USP. What does this mean? USP is the acronym of Unique Selling Proposition, and translated into Chinese is "unique sales proposition". If you only look at this word, it seems to be quite difficult to understa

During our marketing process, we will encounter an English abbreviation USP. What does this mean?

USP is the acronym of Unique Selling Proposition, and it is translated into Chinese as "unique sales proposition".

If you only look at this word, it seems to be quite difficult to understand, after all, it is like a professional word. To put it simply, what is the unique selling point of USP refer to the product?

Let’s take Haidilao as an example, its USP is the service. If there is no unique service, then Haidilao is just a very mediocre hot pot restaurant. Because, judging from the taste, Haidilao can only be considered a normal and can't taste anything special. From the perspective of the price of the dishes, Haidilao is neither the most expensive nor the cheapest. In other words, Haidilao is neither the most cost-effective nor the most stylish hotpot restaurant.

Haidilao is very smart. Starting from service, it has created its own USP. Service is magical, it seems easy to copy, but it is actually easy to learn to change. Some companies learn too hard, and waiters kneel down to serve. This is nothing in Japan, but it will appear a bit humble and lack dignity in China. Some companies learn too lightly, and the waiter's service is similar to that, so it is not a feature.

Even if some restaurants do similar services to Haidilao, consumers will still think that this is just imitating Haidilao, that's all.

Through the case of Haidilao, we can know that every company should have its own USP. If you can't find this USP, it's best not to start a business first.

Because there are too many mediocre products in the world, the only meaning of their existence is to provide people with relatively cheap products, and other than that, it is worthless. Because without USP products, it is difficult to sell at high prices, so you can only survive by relying on low prices.

Let’s take the hot pot restaurant as an example. The products sold by Haidilao are not cheap, but consumers are still willing. However, hot pot restaurants without brand premium can only attract people through a low-priced package of 99 yuan. Although this package can attract some traffic, it is difficult to convert other things, which leads to extremely low profits in hot pot restaurants.

If this hot pot restaurant is opened in a local commercial center, it will go bankrupt if it doesn’t take long, because the gross profit cannot cover the rent and employee wages.

So the question is, how to find the USP of the product? Six steps may help us find it!

The first step, is the product unique? Although many products with have the same appearance, their quality and performance are completely different due to different production processes.

For example, we received an entrepreneur last year who mainly made new materials. Although the product is mainly used in the field of coatings, its performance is essentially different from its peers.

is used to apply this paint on the wall, and you are not afraid of children scribbling on the wall, because the handwriting on the wall can be easily wiped off. In addition, this product can also be used on pots or cars as a coating that is resistant to wear and corrosion. The product should have a very wide range, which is also the uniqueness of the product. It can be used separately as the USP of the product.

Step 2, is the service unique? If there are not many highlights in product quality or product attributes, you can explore it from the service itself. Especially in the service industry, we must study some services that are not available in the industry.

For example, many Japanese service staff are kneeling to serve customers, why can’t we? Maybe Chinese people can't accept it for the time being, but it's not impossible to have this high-end service.

What rich people want is dignity, and kneeling service is just enough to satisfy them. Moreover, the kneeling service is controversial, and it may become a hot search after being exposed by netizens.

Assuming that the service staff can earn more than 30,000 yuan a month through kneeling service, there are many people who are willing to do it.

Of course, it is not necessary to provide kneeling service, after all, it is still difficult for Chinese people to accept this service standard. We can just study better services than Haidilao based on the characteristics of the industry.

Step 3, is the price lower? The famous 28 law tells us that no matter how hard the poor work, the rich people in this world have always been a minority. If we want to serve most people, we need to provide better quality and lower priced products. The reason why Xiaomi mobile became popular 11 years ago is due to its ultimate cost-effectiveness.

Step 4, are the sales results unique? Good sales results in will also become the USP of the product, which is also a point that competitors cannot imitate. For example, Xiangpiaopiao milk tea sells 300 million cups every year. The cups can circle the earth three times together. Xiangpiaopiao has created its own USP through its sales results.

Step 5, is the company’s image unique? If the company itself is a credit endorsement, then this is also the USP of the product. For example, Kweichow Moutai and Wuliangye will sell some OEM products. These OEM products have no characteristics. The biggest selling point is that they come from Kweichow Moutai Group or Wuliangye Group .

Step 6, is the psychological impact unique? The reason why luxury goods are rushed to buy by the rich is because they can bring customers an inexplicable sense of inner satisfaction or vanity.

Through the above six steps, we should also be able to find out what the USP of our product is. If everyone wants, I hope you can tell you what product you are making and what USP is?

This is the best era and the worst era. With capital thinking and innovative models, the whole world is your stage!

In the world of new business, there are no eliminated industries, only eliminated products and outdated business models. In the future, all business competition will focus on in product innovation and model innovation.

A company or a boss is destined to be defeated early if the innovation ability is short. Please remember that without innovation, there is no imagination!