How to create a small and beautiful e-commerce brand?

　　The guest of this sharing is Chen Xian, who graduated from the Central Academy of Fine Arts and later worked in McKinsey. His years of experience in the traditional industry of fast-moving consumer goods has allowed him to firmly build a small and beautiful brand after he came into contact with e-commerce. This time I will share with you his understanding of small but beautiful - it is not just about scale, but the key lies in product positioning and ultimate products and services. In combination with the practical case of "Xiangnan", we will analyze "building a brand" step by step for everyone.

　　Laogao Crown Club only invites high-quality merchants in the industry to share.

　　The following is a selection of full texts:

　　I feel a lot of feelings here. I have also come from traditional industries. I have been working in traditional industries for more than ten years. Kitchen appliances should be considered relatively late. Everyone here is very experienced in the e-commerce field . Here I will share some thoughts about brands from traditional industries to e-commerce.

　　I first came into contact with this atmosphere. I had an idea. I may not be able to provide direct data search and practical operation, but there are still some things to learn from. I personally pay attention to brands. I have been doing fast-selling products in the traditional field before. I don’t know if you have ever been exposed to fast-selling products. Today, the category I am talking about is relatively small, which is a food category. So today I may talk about the thinking of making a small and beautiful brand.

　　The second one will share a project we are working on recently, which is also a small and beautiful project. The third one is to have an interaction and communicate.

　　A few days ago, there was a Golden Wheat Award in Guangzhou. Everyone talked about one thing together: how to drive the company from the future development direction of e-commerce, from data operation to the formation of products? Brand is a very critical point. Everyone is talking about small and beautiful brands, so what kind of brands are truly small and beautiful brands? I think the idea of ​​a founder and a boss is extremely important.

　　Small and beautiful represents the future of e-commerce

　　Today I will talk about it from several aspects. One is Jack Ma once said this. A few years ago, he went to Japan. In a very small pastry shop, there was an elderly couple who had run pastries for more than 100 years. They were proud to say that the emperors of Japan once bought their pastries, and they continued their glory. This tells us that the happiest thing about a store is to have a brand of its own until the end.

　　I don’t know if you have ever thought that the store will have its own brand at the end. I believe everyone has such a pursuit. Small and beautiful represents the future of e-commerce. I have always paid close attention to e-commerce brands. In my work, I pay more attention to how to make a product refined and thorough, so that it can be understood in the hearts of our consumers. We are fast-selling products, and I think small and beautiful is the future trend. It is not just the size of the size. The key lies in the standard market positioning. Small and beautiful brands have great characteristics to make products and services to the extreme. You have to consider whether the products and services you give to consumers are the best. The last point is the founder’s thinking.

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