Seeing differentiated marketing from "false mother" Liu

The "false mother" Liu, who gained widespread attention during the "Quick Man" singing competition due to her androgynous appearance, was eliminated in the Chengdu audition the day before. Her performance that day was impressive—she not only won the approval of most judges but also managed to impress Wu Qixian, known for her sharp critiques. This moment sparked a lot of discussion about gender expression and identity in the entertainment industry. Recently, the term "false mother" has become a buzzword in the media. Just last weekend, there were two notable news stories involving this term: first, when the singing group "Shuimu Nianhua" served as judges, their evaluation caused controversy; and second, at a press conference for Oriental TV’s upcoming "China Talent Show," General Director Jin Lei openly criticized the "false mother" phenomenon, calling it not art. He argued that while boys wearing makeup is not unusual, taking it to extremes is just for shock value. I want to clarify that I’m not a fan of Liu, nor do I dislike her. Regardless of her style, singing, or public image, I believe we should look beyond our biases and ask: why was she eliminated? What can we learn from her journey? There was a touching conversation between a father and son: “Your outfit and hairstyle made many people see you as something alternative. You should ask yourself what message you are sending to your friends.” “I think this is a good way for me to establish a new image, and others should agree.” These words highlight the importance of self-awareness and intention behind one's choices. In an age where individuality is celebrated, we often hear and see many expressions of it. However, what puzzles us is how some of these forms of self-expression have been commercialized and turned into market strategies by various companies. The concept of differentiation has become more than just a trend—it's now a key strategy in business. When a company hasn't fully understood its differentiation strategy, implementing it blindly is like walking without sight. Many experts, including Michael Porter, emphasize that successful differentiation involves more than just product features. It includes technology, design, craftsmanship, brand positioning, marketing methods, and customer experience. Unfortunately, many companies only focus on one aspect, missing the bigger picture. What is differentiated marketing? It refers to a strategy where a company targets multiple segments of the market and offers tailored products, services, and promotional efforts for each. The core idea is to segment the market, position the brand for specific consumer groups, and build a strong brand image. Differentiated marketing isn’t just a tactic—it’s a comprehensive approach that involves innovation across product, value, image, and promotion. It helps brands stand out in a crowded market. As Michael Porter explains, a company that offers unique value that competitors cannot match gains a competitive edge. Some common differentiated marketing strategies include product differentiation, service differentiation, and image differentiation. Many entrepreneurs ask, “What if I can’t create something completely different?” The answer is simple: marketing is about selling the same products in different ways. That’s the essence of marketing. Take Coca-Cola, for example. When people think of cola, they often say "Coke is cola." But when asked about Sprite, they say "Sprite is Sprite." Even though both are carbonated drinks, the branding makes them distinct. Similarly, Arctic Ocean failed because it didn’t differentiate itself properly. In today’s information-driven world, innovation and differentiated marketing are essential. A successful strategy requires attention to detail, awareness of trends, and a deep understanding of consumers. In short, no matter the industry, especially in fast-moving consumer goods, companies must innovate and build their own core strengths to stay ahead in a constantly changing market.

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