2017 It's enough to remember one thing: Differentiation

　　#Laogao E-commerce Online Information# The noisy 2016 has passed, and we have seen more and confused more about Internet celebrities, live broadcasts, micro-businesses, Double 11, and content e-commerce. The business is becoming more and more complicated and the variety is becoming more and more diverse. Can those who are honest in the future still survive?

　　1. Differentiation is the core of everything

　　No matter how popular the Internet celebrities and live broadcasts are this year, don’t look at the thief of Durex Live and Xinshixiang’s escape from Beijing, Shanghai and Guangzhou and other marketing games, in the final analysis, they are doing one thing: competing for consumer attention, competing for consumer time, and establishing differentiation.

　　In the Internet information age, the result of the information explosion is not that everyone can find the products they want, but that most people are confused by the massive amount of products. Finding the products you need and like is not easy, but it is becoming increasingly difficult.

　　In order to deal with this dilemma, traffic, search and marketing have become more and more popular. But traffic is only more expensive and will sooner or later become a traffic war that most small and medium-sized enterprises cannot bear, and become a traffic war that is just like price wars.

　　Relying on differentiation, bypassing the platform and establishing direct connections with consumers, and managing consumer minds rather than hourglass-like traffic has become a consensus among all companies and brands.

　　Internet celebrities, live broadcasts, and self-media have become popular all year in 2016. Isn’t it because non-standard products such as emotions, concepts, and values ​​are the best way to conquer consumers’ minds and establish differentiation?

　　The most obvious thing is the phone that is almost no different now. Is Huawei, Meizu, Xiaomi, Hammer, Gionee, 360, Apple, Samsung... these mobile phone brands are really as big as they claim to be for most consumers? It is an indisputable fact that mobile phone homogeneity is almost inevitable to play concepts and differentiate. The money spent by fans is more paid for the feelings and concepts promoted by various mobile phones, and for the certain attitude towards life they represent.

　　?Consumption upgrades, overproduction, and irreversible commodity homogeneity. It will become increasingly difficult to establish differentiation in hard power. Empowering products with Internet celebrities and live broadcasts and adding emotional value is the best way out at present.

　　2. Focusing on differentiation is the only way to break through

　　We are not Apple, we have so many brainless fans, we are not BAT, we can’t burn it all, we are not small vendors in Yiwu, and we can’t stand the price war of close-knit fight. Only differentiation can survive the business war.

　　1. Resources are limited, and only by focusing on differentiation can we break through

　　Unless you have a good "dad" like BAT, you can't afford to burn money. Most people should not think about burning money, but relying on big things to crush your opponents to death.

　　We must be a little stingy and do limited things with limited resources. A company needs a flagship product first, not a bunch of spicy chickens. A product needs a selling point that can quickly make consumers remember, recognize and spread, rather than chatting about so-called selling points that are meaningless to consumers. A bunch of selling points means no selling points.

　　2. Too many opponents, only by focusing on differentiation can you have characteristics

　　Now unlike in the past few years, the blue ocean that can be discovered is almost impossible to find. Whether it is physical or e-commerce, competition in all aspects is getting more and more fierce. The opponent is tsunami, and finally more than one, but it was found that there was still a group. For consumers, it is too difficult to find what they need among these opponents, and lack of recognition is a well-known problem. Chu Cheng can stand out from the country's oranges because of his specialty of differentiated positioning. There is no way out without differentiation.

　　If resources are invested in differentiated creation, the opponent will not be a matter of talking to the death, but different consumption choices of different consumer groups under the same product. Making differentiated planning can even form synergies in the entire small industry, such as Jingdezhen, the porcelain capital, and Yiwu Small Commodity City.

　　3. Too many choices and focus on differentiation to gain the trust of consumers

　　Difficulty in choosing is a problem for almost everyone in the era of information explosion. The result of too many choices is that consumers expect “no” choices. Choosing time is the cost, cultivating selection ability is the cost, and choosing too many choices is a worry. This is also the reason why there is a shopping guide platform in the front and the interest community is becoming more and more prosperous later. The community is generally considered to be the best commercial sales carrier for now with weak marketing. The premise for community development is to be highly personalized and professional. Differentiation is the first life of the community.

　　As the supply of goods becomes more and more abundant and information redundancy becomes more and more serious, it will be difficult for product information to reach consumers in a complete and precise manner. In order to adapt to the failure of traditional marketing, except for a few giants, the market will inevitably move towards segmentation, personalization, and fandom. Merchants will no longer stare at all consumers who seem to be vast but are actually out of reach, but will serve niche fans wholeheartedly.

　　For example, the Laogao Crown Club focuses on e-commerce, and all services are based on e-commerce. Only in this way can it grow bigger and bigger and become a well-known e-commerce network in China.

　　This is the power of concentration, this is the importance of differentiation.

　　3. Go your own way, everyone will go their own way

　　In the future, what merchants need to do is to go deep into various vertical fields of the market, no longer grab food in a pot of rice, but to work hard on their own acre of three-point land.

　　1. Supply Chain Advantages:

　　Controlling costs and developing logistics are the simplest differentiation of logic. Although this path will become increasingly difficult to follow, with the advancement of technology and the development and improvement of basic service providers, they will even embark on the road of standardization. But now, the optimization of a series of supply chains such as price and logistics is a powerful tool to open up the situation in the early stages of the market. Haven’t you seen that JD.com’s famous ace against Tmall is still a high-quality logistics service!

　　2. Product advantages:

　　Products are the core, and this will never change until the end of the day. It will only say beautiful words such as "price first" and "marketing is king" when everyone's products are almost the same. In the mobile phone industry with highly homogeneous products, if Huawei does not have a much higher photo function than its peers, and if OPPO does not have such affordable benefits as low-price and high-end, how could it emerge in the fierce battle in 2016? Of course, there are many celebrities like Li Yifeng, Yang Yang, and Wu Yifan, but without excellent products to support it, everything will be useless.

　　3. Brand advantages:

　　The only function of a brand is to make a premium. Is LV just a package? It is undeniable that the design, materials and quality of LV are excellent, but the reason why it can be sold so expensive is more because it satisfies the girls' romantic fantasies, and LV has become the sustenance of girls' romantic feelings. This is the well-known value of LV. Otherwise, wouldn’t it be enough to go to XX Street to buy high-quality A-products?

　　For example, such brand subtext is the key to distinguishing it from other similar competitors.

　　4. Community advantages:

　　Regarding the community, two fat men named Luo made the best interpretation: one sells mobile phones based on feelings, and the other relies on logical thinking to sell everything that can be sold in the community. Because of the successful operation of their community and the high loyalty of their fans, their trial and error risks are very low compared to those of their peers. If you make a mistake, fans will pay. This is similar to Tencent, Alibaba, and Baidu, which has 100 million users and can attack everywhere and try everywhere. Unfortunately, not everyone can be a BAT, but the community can play with it.

　　4. In 2017, it is enough to do one thing well

　　2017 has begun, and a new beginning means a new direction. I wrote a lot of articles last year, and most of them have gained something more or less. It is of course important to know, but more important is to do it, and everyone knows the difference. Kindergarten children know which candy is sweeter. But implementing and trying are the key to making a difference.

　　Looking ahead to 2017, differentiation will undoubtedly be the core of all competition. Grasp this core and implement and make arrangements, and you will definitely not be disappointed.

　　Differentiation, differentiation is the core of everything.

　　In 2017, just do this!

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