10 key points to improving brand value

　　Hasen Group is the vice president unit of Laogao Crown Club and a member unit of Jinguan Club. It has been operating in China for more than 20 years, with annual sales of more than 2 billion yuan and has more than 2,000 stores across the country. In early 2013, e-commerce related to the company completed online sales of more than 80 million.

　　Professor Zhou Hongming is a data thinking mentor and a strategic consultant for e-commerce in Hasson Group. He is currently carrying out reforms of company model innovation with the Hasson e-commerce team, including OTO, APP media, etc., as well as brand integration, and opening up online and offline operations.

　　The following is a selection of full texts:

　　The year before yesterday we talked about data. Last year we talked about brands . This year, many people are also paying attention to brands. That day, Lao Gao asked me what we are talking about this year? The answers between our two are the same, talk about users.

　　One of the keys we have for all Internet e-commerce companies is, can you survive next year's cold winter? It is whether you know or not your users. We have been talking about this in recent years. Many people say that users are God, so do you know your users? How to get to know your users? Today I want everyone to understand this matter.

　　There is a user I am particularly familiar with. In 1988, I was in the United States and entered the Internet industry. I was deeply impressed by it. I think the Internet is a data network, and the core of Internet business is users. If you can drive your operations through data , you can provide your marketing service conditions through users, which can be used to detect your business operations.

　　All participants are users

　　First, let’s talk about what a user is. This is the process from your product to your users. As long as you have helped you with brand planning and media PR, they are actually your users. Agents, dealers, and your customer service are all your users. Including pre-sales and after-sales, all the personnel are your users. These people are not users, but they can convey the value of the product. The ultimate user is indispensable in the chains between us and we become consumers.

　　Our understanding of users is simply that people who buy and use products become users. Our product starts with R&D and design. Everyone is a user of this product. I hope everyone can open up their thinking. How can we make the product better through all these participants, how can we improve the product services, and how can we achieve brand bargaining? These people are very important.

　　Only by insight into user data can you make a good product

　　User thinking, there are three points to talk about. First, I am not separated from the understanding of the appearance of user thinking. This thinking tells us whether this product is what customers want. This may be more important than the user's company. Can this be borne by consumers' consumption capacity? Do you don't know where your pricing strategy is? Where is the differentiation of your service? These become user thinking.

People who are making products　　now need to think about how we can make the company better through user data insights and how to interact with the company through user interaction.

　　What is the product? Products are the most important goal of user terminals. We made the experience well and this is a foundation, but I didn't get into your product very quickly. What is the user's opinion? The idea of ​​promoting traffic has been passed, and we should not talk about this now. Understanding users does not rely on promotion.

　　I think the sense of participation is outdated, so why is the sense of participation outdated? Can you really understand users through user participation? I think it’s okay to be involved, but don’t do it for the sake of participation.

　　I think the optimization of the experience is not enough, and the customization of the experience is not enough. How can you increase the value of the experience? How do you reflect the value of users? With the understanding of users, we do these well. Finally, Alibaba puts dynamic tags on these to complete real-time user portraits, and finally completes dynamic pricing and recommendation models. Therefore, in terms of understanding of users, I think users always care about two things, whether they have enough financial ability to buy the right products. I think dynamic tags are something that can master user thinking.

　　Sell ​​it to users at different prices at different times, with a floating rate of around 20%. I think this can be completed next year, and whoever can grasp the user and let users get out of the era of bottom price. E-commerce captures useful traffic, so that they can click on your baby details. The user searches directly to find you. I think this is the very important beginning of competition next year. I think this is the most useful approach, and marketing is the reason. How do you give different prices through ratings of different users? It is not a one-size-fits-all solution. I suggest everyone to do dynamic pricing.

　　When you have a lot of user data, are you counting or using Taobao's data backend? Many people say I have a consumption pyramid model, some people say I have a curve model, analyze statistics and finally output, your customers are classified in this way, they will tell you what the customers look like, there is a bunch of such data, we provide various services and personalized recommendations, you need to label each user through data, then find out the rules, form a user portrait, and the source of data is large and small. The collection of offline data has become a very important thing, and the sorting of large and small data has become a topic that everyone is talking about.

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

 Click to register to apply to join the well-known e-commerce network - Laogao Crown Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Stores, Jinguan Stores, and other e-commerce platform merchants can apply to join!