Zhou Hongming, a strategic consultant at Hasson Group, shared his information: He is clearer than his customers' needs and the value of surprises for customers

What makes customers happy is called fruit cake, not just cakes with fruit. The value of a brand does not come from the packaging content, but from the customer's feelings. You should let customers promote your brand and your corporate value and rely on your users to communicate.

This article is a sharing of data by Professor Zhou Hongming during the regular meeting of the 2014-year-old Laogao Crown Club. It still benefits a lot from reading it now. Being good at crawling data, being good at data, and being good at applying data is what an Internet company should do.

Don't just do sales forever

Let’s first look at what Internet thinking is. I would like to share with you what the Internet means to us or what we think.

All companies face the challenge of smiling curve . When your company raises profit margins to the highest value, you have only two choices, or you go to the left of the smiling curve, which is R&D, or you go to the right of the smiling curve, which is the brand. Of course, when a company wants to go to the right, it must know what sales is, and only then can it know how to do marketing, and only then can it have enough strength to build a brand in this industry.

The concept of this brand is not to do some advertising promotion, but many companies cannot climb up on this road because they will be addicted to sales. They think it is good if they do sales for hundreds of millions, so they are always doing sales . Some companies will think about me in sales where is my marketing philosophy? Does my marketing strategy match my sales strategy? Can a breakthrough be made? Such an idea will truly enter this brand, especially in the Internet business environment, which has changed several ideas of the boss's decision-making here. The first idea is that we see that product promotion has become an interaction, a two-way promotion model, so for any advertising promotion, you must immediately know whether your product and your advertising are what the target customer needs? In the past, when there was no Internet, all companies thought that my advertisement would be a promotion of my product and sales would be better. In the era of the Internet, you must look at the effectiveness of every marketing and every product promotion, so that you can determine whether you really push the brand to your target customers. The second concept is that on the Internet, only when Internet companies truly begin to know the brand, and you can determine whether you are really pushing this brand to your target customers.

13 years ago, we had the Taobao brand, which is like a platform. We may not necessarily become a brand on this platform. This means that you will have sales. Really becoming a brand requires you to have a brand story. What is the brand? Brands must give customers some innovations or differences. This is the brand, not sales. We need to have a beautiful and beautiful product story, so that all our companies can rethink how brand value should be calculated?

The Internet brings all companies into a competitive platform without obstacles. You don’t want to compete with others, but they want to compete with you because the Internet is a platform and is fair to anyone. Any data is close to transparent and there are no business secrets on the Internet. This Internet does not have the exclusive secret recipe you think. Your products are easily copied and your marketing methods are likely to be imitated. Even the team in your company will start your own business tomorrow. How can you survive in such a very complex but seemingly simple environment? The answer is brand.

If you don’t have a real brand in this boundless expansion business platform, you will always be a product sales company, and you cannot become a company that has survived for a long time. So the well-known keyword that the Internet has brought us is how to interact with our users. It depends on the users who don’t understand you. This requires data to understand. Because the Internet is a world of data, you must understand and reflect all things with data. Users use data to market your customers, and you must use data to serve your customers. This is a well-known challenge brought to enterprises by the entire e-commerce and the entire Internet.

In fact, we don’t want to rely on small data from our brains to experience. What you can see is all the data connected to the Internet. You can see the competition among all products in this category, and you can see the data of your own store very clearly. So the most important thing we understand, collect and analyze these data is to hope that we can interact with customers very clearly. This is the best way for you to accumulate brand value in the hearts of customers. Therefore, the power of data replaces the labor force of the past, replaces your creativity in the past, and replaces your capital. With data, you can become the next important ability of Internet thinking and an important indicator when we look at pictures.

Use data to analyze what customers want

In all companies, the capital market depends on its profit margin, which is your use of customer value, especially the value of old customers. I think you may be very good at creating hot products, especially those who know the skills of marketing things on Taobao. Today, your Tmall store can achieve 50 million . How many of your junk customers are you ? Or you are very familiar with marketing strategies, or maybe you are very familiar with Taobao marketing methods, but you are still stuck in a state of catching traffic to make hot products and increasing sales. If it is the so-called value of your company and the so-called platform of your company, it has not yet achieved how to grasp more data, how to apply more data, get rid of the era of small data, get rid of personal experience, and get rid of the data of your own store. Then what you want to see is more and more data.

As the Internet is developing more and more forward, all people and things can become data. How can we make some people and things that cannot be used to digitize them? Because the Internet is that platform, and the Internet brings us to make decisions and brands. A well-known value is prediction. When you know what will happen tomorrow when you are on your program , you must know better than your customers what their needs are . This is a data prediction. This prediction is for you to take one step less than your opponent, and for you to prepare when the customer needs this thing. It means that your push information can reach its Wangwang. This is the value of data to us well-known. All of this is to increase your brand value. Because you know that customers make decisions and predictions, we can know that most of our time every day is not about decisions, but about processing information. I have a lot of information reports every day, but those reports cannot help you make decisions, and you don’t see the data, so you just make decisions based on the small data in your mind.

If we raise a level, we use some models to present a scientific knowledge to support your decision-making through data in the past, and then the entire operation becomes convenient, this is the value our data has. So the value of this statistical data is to tell you what to do tomorrow, how you want to market, what kind of products you have to produce, strategies for product pricing, and how to execute the combination of product pricing. Therefore, data is constantly recycled from discovery to combination and then re-refining it, and in the process of using data, you will find what every customer needs.

Today, we are very rough about customer marketing and should divide customers into three levels. However, if you understand the relationship between customers, you can understand the value of customers to you, because what you want to understand is their purchasing power for you. To judge the relationship between you and customers, you will never be able to achieve precise marketing. You must also understand data, how to segment data, how to understand customers’ experience of shopping here, their status, and their relationship with you now, so the use of tools is very important, but this kind of tool is very scarce in the entire circle of Taobao. Maybe everyone is unfamiliar with the name data mining, because it has not been mentioned before and does not emphasize how to mine your customer data. When a company builds a brand, there are two very important applications. The first is to help you understand the changes in the market and let you discover the adjustments of competitor strategies faster. When you should do, you will understand every customer today, so that you can know what customers think today and what will you think tomorrow? When cross-analysis is performed using market data, you will know more about your users’ behavior data tomorrow, and its value to users and its value to companies than other brands and other companies. With too much data, it will change the decision-making thinking of enterprises, and the Internet will subvert the rules of business in this world.

Give customers value rather than price

I would like to talk about the current situation of changing behaviors of Internet users. It has been since 1994 that I have learned that through this advertisement, you can enter a business district, and you can act as a shopping guide and a promotion. A basic concept of consumer shopping is a cycle of long-term shopping. We had experience in Taobao's sales concepts before, but you will find that it is becoming increasingly difficult because it is difficult for us to predict what consumers will do with their mobile phones next. In the Internet era, we have a lot of conversion rate formula to judge what to do next and how to judge the conversion rate in different links. Because you have a good conference price and a brand story, people will choose you.

So where does brand bargaining come from? It is because consumers have a great change in consumption habits. We cannot define the consumption process, because consumers do not have a fixed process for shopping. They are all through their own independent experience and methods or sharing the products they buy. He said that the choice method is used to compare or through WeChat chat to determine whether I should buy this product today. Therefore, it is a combination of changes in his entire concept, which determines that we must change our thinking in brand promotion. There are several changes in enterprises' consumption concepts in order to use consumers. The first is a regionalization strategy, because consumers tell us that if I were in Nanjing today, I would never care about what happened in Beijing. The information circle we are concerned about is around us, so companies must define areas and subdividing the brand into a brand represents the attributes of a product. This is the market segmentation of the brand. Because in the minds of customers, I want to buy this product, so I buy all the marketing strategies of this brand. Because the segmentation of regional brands needs to be done again, if you cannot distinguish your users through the Internet, this is not what customers want, but what customers want is some marketing you designed for me. During the investigation of these products, we found that what customers want is not price but value.

More and more people rely on communication in their circle of friends to see what everyone is discussing. What is a brand? It means that when customers see something, the first thing they think of in their subconscious mind is you, that is the brand.

The value of a brand does not come from the packaging content, but from the customer's feelings.

The name of the brand is to let everyone hear it and it is related to this thing, so you must have a good and easy-to-remember brand name. You can say that a brand makes one product, or all products can have a brand. This is the multi-brand strategy. Some products need to share one series, while others need to share multiple series. This is the multi-brand strategy.

Judging from years of experience in researching the Internet, I think we should choose a multi-brand strategy. A product is a brand. Because of an environment where information explosion, it is difficult for your brand to be increased. There is a lot of product information on the Internet, because the Internet is aimed at every segmented population, so this is the point put forward by our conventional theory. Now at such a time, multi-brand strategy is easier to survive. You can constantly test whether the product played by a brand matches it? If it doesn't match, you can remove the brand, then have a new brand, re-list it, and then find your target audience to see if your customers really want to listen to your brand story. Or does he think your product is valuable? Brand focus. That is to say, a brand must correspond to a certain group of people, and you need to do a multi-brand strategy.

There are also long-tail products. We will find a practical point for which product appears. The goal of segmenting your market is to enable customers in these segments to remember your brand. This is the accumulation of new applications for brands on the Internet from a smaller amount to a larger amount.

Let customers promote your brand

Let’s talk about the customer’s brand experience. Customers are not here to buy products, they are here to experience good services, and what they get is the precipitation of the brand. Customers at different stages of product services will be deposited into a brand value. The value of a brand does not mean how many customers you want, but how many target customers you have. You cannot hurry to build a brand. Because your clients’ accumulation takes time. Only when your consumers know and believe in him will they become your loyal customers. It is well known to everyone. But whether anyone can do well is to let customers know and make everyone believe in its value. Not only will customers continue to participate in interactions, but they will also let customers know that they can continuously gain value from it. He wants customers to build brand support, and in the end the value of a brand will become invisible and then expand it.

You can create your own reputation through your own team, because reputation can be continuously conveyed through viral marketing, telling a story, then finding your target customers, and then letting your story ferment in this group of people. In other words, the value of the brand now involves the growth of the brand, and sharing has become an important stage on the Internet platform. You want to share with your customer base.

There is a communication theory in the United States that says that if you want to spread something, you have to repeat it 21 times. It will start to convert from the existing customer base. You should clearly find out from the data who like my brand very much. In the Internet, you should use new models to screen your customers. You should make your customers feel that you are using value to please your customers rather than price. If you still use money to promote, you are just traditional companies rather than Internet thinking companies. Nothing is paid for brand promotion.

You should make customers willing to promote your brand and your corporate value, and rely on your users to help you communicate. You should see if your customers are in a healthy state. You should make a classification based on customer data.

The first is dead data, which means that this kind of data will not change. This is also the small data of the company, which you would have; the other is live data, which means that you will observe its behavior on your website, and you need to understand its acceptance of your products, your products, and your awareness of this brand. This is called live data. In fact, what we need to do is to improve the level of consumers so that you can talk about branding, because brands are talking about profits, and branded companies represent profitable companies. It also means that you have sales, that is, you rely on brand communication from customers, use word of mouth to target cross-degree, customize plans, and then use old customers to attract new customers.

Of course, data will also help us understand which customers are lost, and warn them as soon as possible, so that customers who are about to lose become our most loyal customers. This is the thinking of a company in building a brand.

Text /@Laogao E-commerce Circle Organized

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