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

    　　Let’s take a look at why the north is powerful during the Three Kingdoms period. Because it has a lot of talents. Although his talents are mobile, his boss has a mind of high salaries and honesty. So he has a brand, and talents will go to him and have high salaries. This is aimed at his strategist class, his operation department, and his customer service department. He has a system of garrison troops. When the war comes, he goes to war, and when the war comes, he will farm, and when the war does not come, he will farm, and when the 20% of the income will be returned to you. This is a relatively early and very effective land policy. For us, we basically have the same opinion.

    　　If you want to help you, you must meet his needs. Sometimes we will rebel now. Why are successful people in any industry a minority? This can also be implemented in the four words "Arrogance will lead to defeat" mentioned earlier. When we are proud, our talents will expand rapidly, but our system will not keep up, our inventory will expand rapidly, but our traffic will not keep up, but our old customers have not yet kept up. So whether we should slow down the speed and stop growth, or think of strategies to supplement it as soon as possible, it depends on our energy, which aspects have resources, how much energy you can gather, let's draw a table, what things can be done, and what things can be completed within a year, then I will do it. Everything is caused by quantitative change. It is impossible to say that a brand appears in a day, but it can also be smashed out, such as a big product that flashes through. You can use funds to smash it, but you have to consider the formula above, how long can you live, whether you have a profit margin, and whether your profit margin has been eaten by traffic. Let’s share brand positioning. There are many books on brand positioning. After reading it, I don’t know how to put it on the ground. In fact, when you don’t know some things, just go to the market and go to the peers. Some experts say what they say may be right, maybe at a certain level, or at a certain stage. Reveal the brand positioning focuses on this formula. The yield is equal to the profit margin multiplied by the turnover rate. Here you can layer the brand. If your profit margin is super high and a hundred times, it is a luxury product.

    　　If your profit margin is very low, the turnover rate is very high, this is fast sales, which is Walmart fast sales. Then are they a brand? No one says Walmart is not a brand, right? So here we have sorted out the concept of the brand. We have two brands, one is a profit brand and the other is a turnover brand. So some people say that I don’t need to build a brand. I have done a good job in Taobao because its turnover is super high, and everything behind the turnover can be handled. The two of them are multiplier relationships. Which one of you does is the best. Then how to position the brand at this time depends on what kind of customer you want. If someone asks me to write something for him, I will write the brand positioning from 15 to 35 years old. Young men and women are all like this, right? Because I don’t know how to write it. It is clear from this formula that you can make a value positioning for whatever customers you want. You price this thing to ￥2,000. It doesn’t mean that people with a monthly income of 20,000 can also buy it. People with a monthly income of 2,000 can also buy it. 10 months’ salary is right. When we were working, have we ever had the experience of spending 10 months’ salary to buy things? Just say that the salary for one month of buying a house is not enough now, so focus on your pricing. There is a saying that if you forget to write it, it means that the pricing is the world. The secret of your positioning can basically be summarized into the pricing, what kind of price you define.

    　　First of all, you define customers at this level. It is useless for you to define this group of people. For example, your goal is for those of you who are in your twenties and thirties in this club. Is this useful? Because everyone's needs are different, what do I want you to do? My needs are different. Whether your thing is expensive or cheap, you can meet my needs. This is a good thing. You are striving to buy things with a budget of 2,000 yuan, and you don't even look at you when you buy things. If you blindly define this part of people as your consumers, you can do offline, and you have traffic offline, such as rich wife, merchant wife, and official wife, you buy it when you see it. Why is offline easy to do? There is no evaluation offline? If these people read it online, will you have a good evaluation? Do they have time to give you a review? They just say that they buy it for 1,000 or 2,000, and then throw it in the wardrobe and in the shoe rack. They will not give you an evaluation. So how do we do our next business? How do we position this positioning?

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