Heterogeneous breakout mode

If there is already a leader in an industry, they occupy the main market share of the market.

As a new entrant, how do you carry out your business? How can you gain the recognition of users and seize the best and most core customers? How to get user approval?

This example is from the watch industry in Switzerland. We know that for watches and clocks, the traditional watch companies, the direction they pursue is to be extremely luxurious.

The more luxurious this watch is, the higher the grade they feel, but there is one such company, but they do the opposite. This company is called Swatch Group, also called swatch.


When the Swatch Group was doing the business of watches and clocks, their positioning was different from that of other watch groups.

Other watch groups are positioned to be luxurious, while swatch has taken a fashionable route. What he pursues is that the watches we hold are not expensive, but they are diverse and you can wear them as a fashion item.

At this time, this affordable watch made the original luxury high-end watch a fashionable and popular accessory.

And the Swatch Group also widely publicized a concept called a second watch that allows consumers to have such a stylish, low-cost, often replaceable watch.

Therefore, this unique commercial positioning and mode makes swatch have a place among many watch groups in Switzerland, and it is more and more popular among young users.

This is the business model of heterogeneous breakouts.


The so-called heterogeneous breakout mode is characterized by the fact that in the original market field, users have some knowledge of the industry, including quality, including cost, including price, etc. They have a certain basic understanding, and we as a new entry How do we do the opposite?

We have another way to find another unique positioning point for this industry, as our own positioning, in order to win the user's new and differentiated needs, this is the characteristic of the heterogeneous breakout model.

In addition to the watch industry, we can see such cases in other industries. For example, in the cosmetics industry, there is a company called body shop.

I believe that many users must have seen that the unique operating model of the luggage created by the body shop comes from the strategic planning of their founders.

The founder of Body Shop once said that we looked at the direction of the cosmetics industry, but we chose the opposite path.


So I think the pay wall model is for your inspiration or reference:

First, if you are in an existing business environment and you find that the customer base has been sufficiently subdivided, you find that there is a group that you can satisfy in some special way, perhaps a higher quality product, or It's a higher quality service that forms a unique community or community, and that's where you can dig.

Second, in the process of community formation, you set a certain threshold for payment, so that they are separated from the public, but for this group you need to provide higher quality products or services, so that they will feel the same Different or different degrees of difference.

Third, in the process, you have to go through whether the entire profit model and profit model are enough to support your paywall model. Because if the user feels that your product or service does not meet his expectations, then the cost of collecting the wall may become a higher threshold.