How to go from selling goods online to building a brand III

　　I share a mentality here, which is the four words "superior soldier will lose". This reflects very clearly in the capital market, because the capital market is directly playing with human nature, and it has something in common with the brand. In the end, the brand must be human nature research. The capital market is a short, flat and fast human nature research.

　　Now, within 3 hours and 3 minutes, all human greed and fear can be exposed. We need to extend this process to one year and one month after the buyer receives the goods for seven days, a very long cycle. If you do not do well in foreign exchange, you will definitely lose money after making money. Everyone is like this. I will share with you four words: arrogance will definitely be defeated. Before officially talking about the topic, we talked about two things. Let’s take a look at this PPT. Let’s talk about Taobao before talking about the brand. Someone asked if Taobao is easy to do now. Everyone said it is difficult to do. Then I don’t say anything about it. They are all there to make money secretly. Do you think Taobao is easy to do? It seems that our Chinese classmates are still very low-key. In fact, our clubs are full of hidden dragons and crouching tigers. Many people do very well. I think everyone here has their own expertise. We think if Taobao can do it, if we look like 40 at the age of 30, then at this time we have to think about what makes us so hard, whether it is this market, peers, customers, the overall environment of e-commerce, or ourselves, have we found a truly good development model, is it because we took the wrong path, or is there a better path worth learning from.

　　Speaking of this, I will tell you a short story that happened on WeChat before. I have a good habit in any meeting venue. I will take out my mobile phone and open it and search for people nearby. In this way, people nearby can find them on their mobile phones. Some people will add me, and I will also add some people. What are the benefits of adding some people? The people I added have the same habits as me. They like to share, they like to make friends, and they have a lot of resources and connections.

　　90% of your energy is put here, but you don’t spend your energy on the average customer price, and the conversion rate is 10% to 20%. Let’s take a look at what you get after completing this formula. What you get is sales. We have to see where you do this. We are doing it on the platform, and you have your peers on the platform. Not only us, but if we are one, then this formula is so cool! We can just get all the formulas up. In addition, if there are peers, what problems will there be? Everyone has felt that the traffic cost will become higher and higher. The conversion rate of the same product will become lower and lower. Because of the competition, your average customer price will be lower and lower. Because we have no brand, this cannot be controlled. In the end, the sales volume will become larger and larger, but it is very likely that we will not make money. Thinking of Lao Jin's sharing in the first two months, a big seller made tens of millions or hundreds of millions, but in the end he did not make much money. He gave Jack Ma 30% of the money, right? Our own energy may only be 5% to 10%. I don't know about cosmetics, but the traffic money is given to the platform, so have you ever thought about this question? Is this formula useless? He is not useless either. He is just the first step. Later, I will introduce a core formula for you, for your reference.

　　So why is Taobao difficult to do? Because you have to do these three things. If you do sales well, we can say that you have only done half of Taobao. Because we have achieved sales, we have created jobs, but we have not obtained our own profits. This may not be what we want. If we open a store in traditional way, if we open a store, we just need to choose a location. We choose a Nanjing Road, the most popular place. We don’t have to worry about this traffic. We only need to care about the conversion rate and average customer price. However, on Taobao, we have to operate the entire process ourselves, so a friend just said that we need to specialize now.

　　Let’s talk about why brands are difficult to build. Does anyone think brands are easy to build? It seems that everyone is still so modest, but I think the brand is easy to make, because now I am studying this thing every day. As Tu Chong said just now, he thinks that the easiest thing to do on Taobao is the direct train, because he studies this thing all day long, and he always thinks about adjusting the word when eating, sleeping, and dreaming about whether this rule should be adjusted. So he is an expert in this field. If each of us concentrates on one thing every day, it will become much simpler. Let’s see why it is difficult to make a brand. First think about what you are doing for. I chatted with many friends that Taobao is not easy to do now, so we will do OEMs by ourselves. The price of a brand has increased by 20%. We are all about building Taobao brands to make money. This is right, but we just do it in a simple and crude way. The consumers are not stupid. When they receive the goods, they will see that they are the same. Then change the brand. I will buy that next time I am so expensive. If many of your things are not high, then I will directly return the goods to you. If the price is higher, you will buy them, and 50% of them will not comment, and 50% of them will give negative reviews, so it is impossible to do this.

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