(no matter what they say)
It struck me today when shopping for new trainers.
Last time I bought running shoes they were Nike and I really liked them.
SO today I looked at a bunch of brands, got the shop attendant’s personal views and was fairly intent on buying Nike again.
Except I didn’t.
The new Nikes weren’t anything like the older ones I wore happily for many years.
Instead, on the attendant’s sworn testimony, I took home Adidas.
1) The Nike’s were uncomfortable
2) Weird fit and awkward to pull on
3) Run-of-the-mill quality
Adidas, which I’ve never owned (but my wife does), were the opposite experience.
Not as sleek in design, BUT they were super comfortable, great fit + quality AND made of recycled ocean plastic.
It was an easy decision.
There was a built-in value (i.e., saving our oceans) that appealed to me BEYOND product performance.
And that SAME conversation plays out billions of times a day in China. On and offline. On apps. On platforms. In person or watching a livestream.
Those moments are precious.
If you aren’t distinct, you aren’t tried...
If you aren’t prominent, you aren’t considered...
If you don’t have pushers, you aren’t reviewed...
You can easily lose a sale if you aren’t competitive.
On any given day, fully HALF of consumers shopping competitor brands are up for grabs.
True in China. True everywhere else.
Which means winning isn’t a loyalty game.
It’s about making sure you are physically and mentally considered during every touch point by every shopper in the market for what you sell.