The essence of a brand is differentiation

　　If an enterprise wants to succeed, it must be bigger and it must be an ecosystem. The ecology may sound a bit illusory, but the boss must think that when you have an ecology, you can advance, attack, retreat and defend. When you have an ecology, your competitors will not be able to compete with you. Don’t position yourself as a lion or a tiger, but position yourself as a grassland. You must be tolerant and open. When you form an ecosystem and have power in the upstream and downstream of the industry, you will be invincible.

　　Every year, the club’s brothers will organize employees to conduct joint internal training.

　　I hope everyone cannot be limited to practical information and experience. The reason why the club is a club rather than a training institution is because its well-known value is its connections. Be sure to pay attention to the people around you and communicate with as many people as possible. If the mountain is not just me, I will go to the mountain. Everyone should open themselves and communicate and learn with as many people as possible. Why are there so many activities designed by the club?

　　Everyone must be good at utilizing the club's resources, make good use of the club's value, and make good use of the surrounding resources. When you open yourself up, many opportunities and luck will come. The members of the Golden Crown each issue come back to the regular meeting of the Crown Club. Many brothers have also opened up their own tour groups in these issues, which is actually very helpful to them.

　　Three insights worth millions:

　　In the future, every company will be a media company. In the future, if you have ambitions not only to build a brand within the Taobao system, but to build a big brand, then you must start a media company. In the era of mobile Internet, communication has become increasingly fragmented and expensive. Why can we media make millions or tens of millions a year now? Because consumers' browsing methods have undergone earth-shaking changes, becoming increasingly fragmented and mobile. Self-media has occupied the attention of fans.

　　If you build a brand, you have to spread it. In the past, I used to find an advertising company, but it was very troublesome and the effect might not be good. If you are a media person, if you want to build a brand, you will not be unable to make a sound or spread it. Including the current Internet celebrities and live broadcasts, what they do is spread, and the essence is to gain fans. In the future, whether you want it or not, you must be a media company. What you need to think about now is whether there is a department to gain fans and operate fans, whether to start a media company, and have a communication channel that you control yourself.

　　How to live 5 and 10 years safely?

　　I talked about the loser a few years ago, but I started talking about the middle class last year. The actual reason is the same, but the object has changed.

　　The essence of price war is that you do not differentiate, so you can only differentiate through price. But you must know that there will always be people with lower prices than you, so long pain is worse than short pain. You must not fall into the vast ocean of price wars. There is no way out when you keep lowering prices. Regardless of whether you want to or not, if you want to make money while lying down in the next five years, you must build a brand. The truth is that simple.

　　The essence of a brand is differentiation. Brand is a logo, which is used to distinguish similar products. Differentiation is the core of the brand. Whether it is your products, services, marketing or other differentiation, you must get out of the differentiation. At the same time, your differentiation is not what you say, but what consumers think you are differentiation. If you continue to do these three words, last for a few years, and make a different impression in the minds of consumers, you will have the right to bargain and you will have the bargaining chips to increase prices.

　　After getting your differentiation, you will find that consumers are not sensitive to prices at all. Consumers never buy cheap things, but take advantage. Low prices are never a way out, so don’t underestimate the purchasing power of consumers. High prices in the future are trends, and making your differentiation is the future.

　　If you don’t know what your differentiation is, then the boss will take a piece of paper and ask the customers one by one why they buy your products and what they think is the well-known differentiation of your products. The boss must not be getting further and further away from the user. Products are created by users, and many of them are driven by users. It was not something you imagined out of thin air.

　　The last sentence: Success must be happy.

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