Revealing the Road to Original Brand Development 4

　　Our human society evolved from animals. If we want to survive, we must compete. There is no free lunch in the world. So have we ever thought about why Taobao is difficult to do? Can anyone tell me why Taobao is difficult to do. Many people do it? right. Brand? right. More professional? right. I heard Lao Nie say in the morning that there is a system of human resources, so Taobao also has a system. How did we do Taobao? Needless to say, everyone knows that they take the goods and put them online and sell them. Sometimes there is no photo, for example, the picture is left by the artist, and they put them on and sell them. He also sells the goods. Why is it said that Taobao has become difficult to do now? Because of a core formula, what is the core formula for Taobao operation? It is what everyone knows. Sales volume is equal to traffic × conversion rate × customer unit price. Now we deepen what formula is. We cannot say that we have been deceived by this formula, but we think about whose formula is this formula, whether it is enough for us to achieve this formula, what is the formula we do? Now we have 90% of our energy every day to pursue traffic, because the way each of us meets and greets us is how business is going recently! How many orders are there per day? We generally don’t ask how much sales are, because this thing is more sensitive, but we all like to ask the odd numbers, and the difference is to be more subtle. 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.

　　Why is Taobao difficult to do?

　　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 ways, 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 be professional 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.

　　Why don’t people build brands? When we were in MBA, we often told us that we were dead in inventory when making clothing, and everything we did was dead in inventory. We thought it would be good to sell goods now. If I went to build a factory for this brand, it would be equivalent to a brand new industrial chain, supply chain, and talents to develop brands. But where can we find our artists? Where to find the operation? What is the core of brand development? What we are considering is the superficial things. Hurry up and find an artist. At the beginning, it was said that some of our merchants do a good job in channels, but they don’t need to build brands. At this time, they are actually brands. The brands are divided into many aspects. For example, I will introduce them to you later. When you do well and don’t need to build a brand, they are a channel brand. They do this service very well. Customers will trust him when they do anything. If I buy a brand, I must buy it at your house. Even if it is 10 yuan or 100 yuan, because I have subsequent services and subsequent new launches.

　　Then why do you have to do it? A brand is like a ship that can take us to the other side. This other side is divided into two levels, one is the spiritual level and the other is the material level. The spiritual level is your brand ideal. For example, our brand ideal is pure heart and innocent heart. This is these six words. We hope that all Chinese people and all people in the world can feel this concept of pure heart and innocent heart. Why? Because we are very busy and tired now, our heart pressure ability is almost at its limit. It is normal for us to sleep at one o'clock every night. If our mind is not calm, it is easy to be anxious when encountering things. In this way, our body will first break down. If the body is broken, there will be nothing, and your mood will be broken.

　　It was very late, and your mother came to give you a cup of tea or a cup of water. At that time, you were doing a direct train optimization. At this time, your mother came to say a few words to you and you would say don’t get upset, it’s not done yet! Then what is your mother feeling? The same is true at work. If your mind is not calm, we will pursue traffic. If the traffic is pursued very much, the first step is achieved. Then we will not think about it in the future because our mind is not calm. We just want to grow as soon as possible. If the material level is done well, sales and profit will automatically be available. Then when you have spiritual things, the material level will naturally exist. There is no need to pursue them. It will naturally exist. But if you only pursue this money, as I said just now, as long as you sell this thing, you want customers to buy it, but the customers are not stupid. He will not be stupid once and twice. He said on WeChat that no matter how small an individual is, he is a brand, which means that each of us has the ability to build a brand.

　　If you send some pictures of travel all day, then in other people's impression, you are a donkey traveling all day. The most common thing we send on WeChat is to eat. Everyone takes a picture before eating. Wang Zijian said that if we die of poisoning, it will definitely be possible to solve the case, because if you know what you eat at every meal, then if you like inspirational, then you are a positive energy brand. If you like to share something, the more you get. Share whatever you want, and share what you want. If you want to build a good brand the most, I will share all the lessons and experiences of building a brand with everyone today. Then everyone will give me a lot of feedback, and my heart will be open. My understanding of this issue will be deeper, and I will understand more. So, what is a brand? A brother just mentioned that brand is a brand. Early brands are like stamps on pork, which means that this thing is qualified. We don’t define the concept of the brand, because 10,000 viewers will have 10,000 Hamlets. Everyone will think that this is a brand and that is a brand. In fact, everything is a brand. It means that it is not easy to cultivate beauties, but pursuing beauties is relatively easy. If you want to do it, you have to study it. For example, if we don’t give a specific definition of the brand, then we can just study how to build a good brand.

　　You can record this picture. Do a good job in the three major data of the brand: one is net cash inflow, the second is return on assets, and the third is business growth. We are now focusing on business growth, but without reasonable and effective support from cash flow and return on assets, it is not very safe if the business growth is built on the beach. Let’s take a look at the example of cash flow. Taobao is the first to none. It takes our money and brings us. This huge cash flow generated by the account period is McDonald’s. McDonald’s and Taobao are both cash flow generated by the account period. General Electric generates cash flow through technological upgrades. Dell first has demand and then customizes it according to the demand. Let’s take a look at which cash flow is applicable to our model. We can learn or learn from it directly. Dell is right? Yes, because Dell is a brand, Taobao and McDonald's are channel merchants, can we keep zero inventory like Dell, and place orders and ship everything after paying for everything. It is unlikely, right? But Taobao is also doing pre-sales now, which is also a trend. We need to think about what customers need, and what do you think customers need? Don't know, right! Very good, because the customer doesn’t know, he needs whatever we give him. Is this right? This is actually right and not right, let’s talk about it slowly next.

　　Thank you for your attention and support to Laogao Crown Club . Please indicate the source for reprinting.www.shxuanming.net