Positioning—a point that e-commerce people must think about

　　#Laogao E-commerce Online Information# At the regular meeting in September 2016, Yang Wei, general manager of Jinchan Fabric, shared his e-commerce experience. Jinchan Company was officially electrocuted in September 2013 and became the top merchant in Tmall home fabric category and the top merchant in JD curtain category in 2015. In 2016, he further made efforts in brand promotion and product research and development, invited Ma Yili to become the spokesperson of Jinchan brand, with more than 50 new stores, and launched formaldehyde decomposed curtains with patented technology and became a good story in the industry.

　　The following is a selection of full texts:

　　The beginning of an electric shock

　　Many people ask me if I lose money when doing e-commerce and how much I lose. I tell you very responsibly that I have been losing money before this year, not because of anything else, but because my boss doesn’t understand. Through my studies, our company will not lose money this year.

　　We only started to get online in 2013, but once in 2011, and failed. So it only started in 2013. In 2013, I called the manager in charge of the business and told him that everyone was opening an online store, so why don’t we open one too? Tmall was not called Tmall at that time, but Taobao Mall. Then the manager of the franchise department found someone to do it and took two months to open the Taobao Mall store. At that time, there was no customer service, and the customer placed an order, so we could not ship the goods. We lost more than 5,000 yuan. Later, our store was closed. This was our first online store experience.

　　At that time, I didn’t know how to do e-commerce. Two years have passed and everyone is doing it very well, so we decided to do e-commerce again. This time we recruited some operations and found four or five more people to do it together. We were just led into the door, but the sales volume was only about 100,000 yuan. However, in this process, our company's team was established. Our e-commerce personnel have also increased to more than a dozen, and we feel that we have suffered losses. After 2020 Double Eleven, we did not attend auditions, and finally we bumped into the 2015 years. Double Eleven also reached 2,000,000 sales, but the DSR fell, and the base fell in one or two months. I don’t think we could continue to lose money like this. Later, we repositioned and supported the store. We sold all kinds of curtains in our previous stores, from 20.30 yuan to 400.500 yuan. We removed the very expensive ones. Considering the ability of online consumers, we also reduced the particularly high-end products, focusing on medium or medium- or upper-middle products. At the same time, in order to highlight quality and fashion, we invited Ma Yili to be our spokesperson. In this way, our creative intentions will be different from others. Through this differentiation, we will break through the siege and become Tmall merchants.

　　Related positioning

　　Today I want to share four contents with you. The first one is why you need to locate it. The second is a common misunderstanding of positioning. The third is the six major positioning methods. The fourth is the execution of positioning.

　　1. Why do you need to locate?

　　First of all, why do you need to locate? Here are four contents to determine whether a store needs positioning and store labels.

　　The first product has sufficient advantages. In China where competition is so fierce, it is difficult to find your very unique product. Even if you have it, your peers will imitate your products in a month.

　　The second is a common misunderstanding of positioning. Chinese people are very good at making copycats. You have to make sure you have good products. If you don’t want to adjust your positioning.

　　The third is whether there is enough funds.

　　The fourth is whether there is a brand that is loud enough. Are we Dell, Lenovo, and do we have a brand that is reputable enough?

　　If you think these four aspects are still lacking, I suggest that you choose the positioning. Only by setting the position can you achieve a huge impact and make a lot of money.

　　2. Misconceptions of positioning

　　The first one I call it "will do whatever you want" means selling goods blindly and lacking plans.

　　The second is to follow the crowd. It includes following the trend and lack of creative misunderstandings, and many flagship stores in the category are seriously homogenized. It's like the same model is used in different fields. The store has no ideas and only works hard. Apart from the words such as counters, genuine products, hot-selling, free shipping, buy one get one free, Korean version, pure cotton, etc., the store has no feelings or concepts.

　　The third is that the store style is inconsistent and has repeated changes. European and American style, college style, OL style, store labels are repeatedly changing, messy, and low conversion.

　　Fourth, high-priced products blindly make up for orders, and the real data of the store is distorted. In fact, customers' order brushing has a lot of impact on future judgment. Most of these people's order brushing target consumers' shops they have browsed, collected, purchased shops, and the store has already added babies to the shopping cart to brush orders. However, the backend system is not that smart, with sales but no traffic, the more they brush, the faster they die.

　　What happens if the store is positioned without a label? First, the promotion effect will be twice the result with half the effort. The second profit margin is difficult to increase. The third one will be costly to maintain customers. The fourth product homogeneous resources have no advantages. The fifth one is difficult to brand and specialize.

　　What is the store positioning? Positioning is the selling point of personalized and differentiated products, which will attract customers to buy at your home and not go to other people's homes, thereby achieving customers' awareness and brand association. The brand becomes a representative brand of a certain category or a certain characteristic, and the recognition and memory in the hearts of customers through store labels. Everyone should think about what else can you give to customers besides selling goods?

　　What I want to tell you is the essence of positioning. The key to finding a target customer is three aspects:

　　The first point is the separation point, which accounts for 100% of the market with a difference of 1%. At this point, we can learn about Procter & Gamble. Every time P&G launches a selling point, it will launch a new product to satisfy it. For example, the positioning of Hypos, is an anti-dandruff expert, Pantene is a positioning of nutritional care, fluffy is smooth and smooth, while Sassoon is a professional hair salon. If he can do anything when launching a product, then consumers think he can't do anything. This is the advantage.

　　The second point is the support point. It is better to say it well. We must have financial support and be able to achieve it. I would like to ask you a question, how long will it take for everyone to change the curtains? According to our survey, it is usually only replaced every three to five years, so what about washing curtains? According to our survey, less than 10% of the curtains can be washed once every six months. According to our survey, if the curtains are not washed for three weeks, there will be a lot of bacteria on them. It is a great harm to our health. Based on multiple research, we have developed the patented silver shield technology. The antibacterial effect of our curtains can reach 99.99%. Later, we obtained the highest detection system in the United States, which is 99.9% antibacterial within 24 hours. Moreover, after five washes, the antibacterial ability is still 99.9%. This is a good publicity point for customers. We must find a good support point, otherwise this point is virtual and a castle in the air.

　　The third is consumer recognition, which is the key, and it depends on whether the consumer needs it or not. I have seen a saying that positioning is not about thinking about products, but grabbing people's hearts is better than grabbing the market. The three most important points in the real estate industry are location, location and location. The same is true for clothing stores, which is location, location, location.

　　Three and six major positioning methods

　　Next, I will talk about the six major positioning methods I understand. The first is the product avatar positioning method. The second is the unique production positioning method. The third is to seize the first positioning method. The fourth is the unified price positioning method. The fifth is the characteristic style positioning method. The sixth is the special sentiment positioning method.

　　Positioning method of product characteristics. The first point is to position popular labels according to the style of people. The second point is to locate and determine the label according to the material layout. The third one sorts out the positioning according to the color pattern style. This case is Korean women's clothing. He chose a special style on the right. He used a female model with short hair, and the one on the left is a specific model with many people using Korean clothes. The head on the left is 30 or 50 yuan, and the price on the right is 300 to 500 yuan. If the model on the left wears a piece of clothing, the price should be 30.50. The one on the right is a model to do its own positioning, and the next one is to sort out the positioning and labeling according to the unique production.

　　This example is an example of organic food. His recommendations are all based on the word organic, selling organic soybeans, corn, and rice. He does not sell other ordinary products, but has a unique production process. The next one is to sort out the store positioning according to price. The next one is the positioning method to seize the first place, and then it is to position it according to meaning, added value, concept, and sentiment. The meaning of this jewelry store says that it is to give only one person in your life. In fact, this rose is not selling roses, but a magical artifact. This is emotion. There is a wine I like very much, called Hanke Wine. His slogan is that I only drink reliable wine with reliable people. He said that his wine is made of grain. He used Guizhou Province's red tassel sorghum as raw materials, and it was completed by steaming, boiling, fermenting and seven times to obtain the wine.

　　4. The team must communicate efficiently

　　The team cooperates efficiently and communicates, and the product manager must establish product attributes and style characteristics to operate. We need to summarize everyone's opinions and start a brainstorming meeting. Analyze competitors, list user demand tables, and accurately sort out feasible solutions that can be implemented. Artists should understand product selling points and customer pain points, absorb opinions from operations and customer service, and make standard merchant visual recognition systems. Customer service should promptly feedback customer opinions and customer concerns and interests.

　　Problems to be solved during implementation. The first is to analyze competitors, sort out differentiated positioning, and the second is to sort out the target customers and segmented markets. Third, think from the perspective of others, always stand from the customer's perspective. Fourth, team standards were formulated and coordinated continuously optimized. Fifth, avoid being ambitious and blindly imitating. Sixth, artists should understand the idea of ​​store positioning and labeling. Seventh, conduct effective communication to reduce the cost of trial and error. The store style and labels cannot be changed repeatedly once it is confirmed.

　　Finally, I would like to give you a message. If you don’t have a positioning, you are working for Jack Ma, but with a positioning, Jack Ma is working for you. This is my experience in why I make the store in the top three. Thank you everyone.

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