The Continuation and Development of Popular Products-Selected Products

　　The importance of product selection. I said before that the product is the carrier of our sales, what kind of product to choose. The second is product positioning. Determining the market positioning, we will consider whether our products are low-end or high-end, and we will also distinguish in terms of quality. If you position it, you may segment the market how to position it.

　　Let me talk about some of my own examples. There will be a very critical point in positioning. I don’t know what your category is. Our category means that online products are slower than offline products, just like clothes. Offline is outdated, but online sells very well. For example, my skates started last year, and I started preparing the skates product in the second half of 2012. It was launched in April 2013. At that time, I looked at the entire category of Taobao, and I would also communicate with some people. You see, eight of the top 8 and top 10 shoes are nailed shoes, which are the most basic ones. There are plastic-toe shoes in the front, and two are car-line shoes, which are upgraded models.

　　The cost of the car line is relatively high and the comfort is better. These two shoes rank fifth and eighth, and the volume is very small. I can only sell a few thousand pieces a month. At that time, I went to the offline market and found a very strange problem. The offline car line ice skates sell better than nailed skates. 60% of the offline car line are already 40% nailed skates.

　　Because the car line model is something consumers care more about, and consumers can accept it, but Taobao didn’t have it just now. I wanted to play a strait ball at that time because this was the case. Because I don’t have a team and the manufacturer won’t give me a very low price, the store only has a few stars, and I think it’s particularly important to choose a model in this situation. So in this case, I chose the shoes on the car line, and the operation proved to be quite good. My positioning at that time did not say that I wanted to make it to the top three, but I was thinking about the top ten at that time.

　　I am satisfied to sell 100 pairs and 200 pairs every day, and I just do it with this mentality. Later I found that my peers were not allowed to choose, but I could learn and understand. I just said that no matter how strong we are, as long as our opponents are stronger than us, we are very dangerous; no matter how weak we are, as long as our opponents are worse than us, we are safe.

　　Competition is relative. In this case, after our product is positioned well, we need to understand the advantages and disadvantages of our competitors. Just like to give an example, a tiger is chasing behind and two people are running in front. I don’t have to run over the tiger, but I run over the person next to me. I think peers are very critical. 》》》The continuation and development of hot products--understand the products

　　What are the key points of what peers have? The first is the product itself. I have talked about why we choose the line model and why we choose the nail model. This directly determines how we will use it later.

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