a product refers to anything that can be provided to the market, used and consumed by people, and can meet people's needs, including tangible goods, intangible services, organizations, ideas or their combinations. The so-called product brand, I think, is to form a "concept" of the product in people's minds. For example, the "melatonin body theory" of melatonin and the "detoxification theory" of Jiedu Yangyan Capsule. In the increasingly homogeneous market of products, it is an important means to discover product "concept" to reflect product differentiation. It can create memory points, make communication more effective, divide markets and shield competition. Whether it is tangible products or intangible products. Therefore, "concept" is the soul of productization and must be paid special attention to. First, identify the real needs of customers. It is better to say that the product is selling "concept" than "demand". "Demand" is the foundation of the product. Without reflecting the demand, the "concept" will certainly not go far. Especially in the current consumption environment in China, users are actually more eager for quick success than merchants, and they can't wait to achieve the expected effect immediately after buying this product. Although this is not unrelated to the exaggerated publicity of many merchants, this problem is an unavoidable problem for merchants. Of course, with the development of the market, users' cognitive level will gradually improve, and those needs that were not paid attention to may also arouse users' curiosity. If we appeal to such points now, the cost of investment will be very high, especially when the strength of the merchants is not strong, the risk of the education market will be even greater. Therefore, don't aim too high, and find the needs that users really care about is the right way. Finding the right user is a demand, and it is necessary to "exaggerate" the appropriate benefits. In fact, "exaggeration" here means the same thing as the principle of making enemies in advertisements. To impress users with your products, you must establish a valuable enemy for your products, and your products are designed to deal with this enemy. If everything in front is just a dragon, then the last threat is the "finishing touch" pen. Only by clicking on this pen can the dragon call the shots. Second, a strong scientific theory. Link the characteristics and effects of products with the theory of scientific authority to provide theoretical fulcrum. If you want to convince users, you can't do without convincing theoretical support. If there is no better theory to support this commodity, the two wheels of demand and effect will go their own way and cannot be used in one place. Only on the fulcrum of theory can demand and effect support each other and push the market forward. In particular, it should be reminded that this theoretical fulcrum is the focus of the product, the scientific theoretical basis for the majority of users to accept this product, and a convincing reason for the purchase of the product. Although it does not directly guide the purchase, it is the theoretical foundation for a product to walk the market in the later stage, so it cannot be ignored in the early stage. Third, guide consumption, so that it has a real feeling about the use effect. With the increasingly fierce competition in the market, the effect of each marketing method began to decrease, and users also had some immunity to these methods. In this case, it is particularly important to identify the psychological blind spots of users. Just like on the battlefield, it is easier to find the blind spot of enemy fire and break through the enemy's defense. However, finding the user's psychological blind spot does not mean breaking through his psychological defense line. Finding the psychological blind spot of users is only the beginning, and we must use appropriate methods to promote it in order to finally break through its psychological defense line. Because finding users' psychological blind spots can only attract users to use them for the first time at most. If you want to keep users and let them continue to use the products, you must let users have obvious feelings about the effects of the products. This kind of feeling must be that users can detect it with the help of some external forces, or they can observe it by themselves. For educational products, quickly improving scores is the best way to guide users to recognize and feel the product effect. Therefore, we should use appropriate examples for proper guidance. Fourth, beware of opponents to follow up. In addition to identifying demand and guiding consumption, theoretical rhetoric must also provide "conceptual" barrier protection for itself. Beware of opponents' follow-up, which can effectively protect your own market. On the one hand, it can prevent opponents from following suit to intercept, on the other hand, it can also attack opponents and enhance their competitiveness. If we don't provide some protection for ourselves from the concept, many products will inevitably follow suit and even fail. Of course, it is difficult or impossible for some products to establish their own "concept" protection barriers. At this time, we must make good use of the opportunity brought by "concept" to transform this advantage into other aspects that we are good at and re-establish competition barriers. For example, "BusinessCom", because of preconceptions, registered the product name as his own trademark, so other competitors could not use this name. When the advantages of BusinessCom in technology and other aspects were not particularly great, there was almost no way to compete.