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

How to build a small and beautiful e-commerce brand　　in the previous article ? In Ⅰ , we shared the first half of the speech by guest Chen Xian. Let’s continue to look at how to build a small and beautiful e-commerce brand?

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

　　Find the point that consumers care about

　　How can a brand that has just been born face some big shots? I have been exposed to several cases in the past. The well-known feature is that you have to follow differentiated characteristics. Now there are many categories, basically no blanks, and they are all occupied. But how to compete with them? Your products are the same as your children. You must have your own personality, give it a name and give it habit. I think this is very important.

　　There was once a slogan: When we were making mineral water in the morning, there was a slogan called LeBay, and there was also a slogan called Nongfu Spring, which was because of a slogan. Everyone here should know that Nongfu Spring is a bit sweet, and he just grasped the word sweet. What is the word sweet? It reminds people of the possible good water quality, so when many brands are doing the highlights of communication, I think they need to find a feature that allows everyone to quickly remember the personality of your product, so how to make small and beautiful, and truly exert the power of small and beautiful.

　　This led to a project called Xiangnan Mooncake. When talking about this mooncake, I actually feel that many e-commerce companies can also feel that selling mooncakes on Taobao , which are very seasonal, many people may have many ideas in their minds. What should you do if you can't sell them in the end? We did this kind of market analysis when we were conducting a survey, and verified the sentence that once said, there will be many problems behind many things that others dare not do. How do you view these problems? Solving them may become an opportunity. When doing this project, many people around you find it incredible. Why do you want to build such a brand in the e-commerce field? First of all, I just mentioned this idea. I know very clearly that I like challenges and I pay great attention to opinion leaders. In fact, many traditional fields are already in progress.

　　After clarifying the thoughts in the founder's mind, we must find the position of this thought in the hearts of consumers, and then determine the carrier of this thought and give the product culture and story. When we make this product, we have clear goals and stories in our minds. The founder’s experience can also be borrowed from the brand. The origin of the thought and the founder’s beliefs will also be the highlights of communication. Telling others that I have such a direction, whether you want to be with me is to find like-minded fans.

　　What is the essence of positioning? It means that the company or brand has the most precious non-renewable mental resources in the hearts of customers. So what are the mental resources? The customers have already recognized you, but it is not easy to achieve this. So what is the core of this idea, what benefits does this idea bring to consumers, what aspects of improving life, clarify who the target consumers are, and what characteristics they have, this will have a great effect on the future development of our products. The core of this idea is expressed in a way that consumers are acceptable, and there are many ways to play.

　　Telling a good story is important

　　When we develop a brand, we will consider mid-to-high-end, corporate and personal, male and female products. This is a poster for our mooncakes. The first one is a new product, and the theme is the public. The purpose of our mooncake research and development is to spread the e-commerce market. In 10 years, we have ideas, made some attempts in 2011 and 2012, and started to make this product overall in 2013. This product is our special product, with a relatively simple design style. In terms of visual packaging design, our entire elements are integrated into Chinese culture. Mooncakes are still seasonal products. Everyone's acceptance of it is still very low, giving it products, services and culture.

　　In storytelling, we tell everyone what I asked for to make this product by telling stories. At that time, we were blank and didn’t know what story to tell. A Taoist priest made a boat and fell in when he passed by the river. The local villagers rescued him after seeing it. The Taoist priest was very grateful to them and built a gym here. A lot of nanmu were planted all over the mountain. Because nanmu is our brand, we have to lead it into the story. Every festival comes, they cut off nanmu and use nanmu as molds to make mooncakes, which gradually became a local custom. So when you are small and beautiful in the future, the story must be told well, and the story can dig out many humanities.

　　Small and beautiful must be cultured. It is introduced on the basis of the story. Whether the story is true or false must be reasonable and make customers willing to accept it. Our products have launched five flavors. The first is rose mooncake, the second is matcha mooncake, the third is fruit mooncake, the fourth is ginger tea mooncake, and the fifth is barley tea mooncake. The product itself is very distinctive. After understanding the culture, you must select channels for it, have a clear promotional theme, and cooperate with some hot topics of that year. So this year we are launching mooncakes with ingredients and the Mid-Autumn Festival that is not greasy. The next step is to find an influential leader, give him some products, try services, ask him if he has ever eaten such mooncakes, and look forward to his recommendations. This effect is very good. After all, my mooncakes are given to him for free. Although I have strong commercial purposes, the effect is still very good. After all, mooncakes are an etiquette, and secondly, he thinks our products are very distinctive.

　　We consider that we are doing e-commerce-related products, some Taiwanese and Japanese companies are very interested in our products and think that our products are very distinctive. There was a Taiwanese company who once ordered more than 10,000 sets. Later, considering that the market response was relatively good, we did some publicity, expanded the exposure, and used the media and some brands to enhance the competitiveness of the products. This is an advertisement we placed in the seller's magazine. The direction of an e-commerce brand is very simple. It depends on where the consumers are. Our consumers are basically you e-commerce companies, so they will place advertisements in places you often pay attention to. The famous ones placed in the seller's magazine one month before the Mid-Autumn Festival are sellers' magazines. We must capture the time of consumers' fragments, use social media such as Weibo, WeChat, and WeChat to spread and promote, and fully ignite the power of topic marketing. This is also the direction I have been studying recently.

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