Next, let’s share with you how we will do it. First of all, we need to find some breakthroughs when we are online. This is also a reference to many cases, including brands like Afu, Three Squirrels and other brands. Many of their marketing methods are very interesting, but what are the rules behind it? I have seen others' summary about a description of a modern consumer's mind called individual rise. Every ordinary person yearns for this complete individuality. This is called self-exploration that is gradually drifting away. This is a new challenge and opportunity for the brand. So what is called catering to individuality and self-exploration? For example, when some brands communicate with consumers , they will give gifts every time. For example, when the consumer comes to buy something for the first time, the second time, the third time, they will propose what kind of things they will need for the first time, and they will use some corresponding methods, such as notes to customize the gifts given to this type of customers, such as the second purchase. Of course, this is a relatively rough classification method. For example, if the segment is more detailed, it may be to buy different genders in different regions of different products, etc. This is actually a way to cater to individuality. Based on this insight, we will find some rules. Next, we will talk about how we practice and how we cater to such changes in consumers.
One is the difference between guiding and encouraging and practicing self. The so-called guidance and encouragement are actually more obvious when people watch advertisements. In the early days, most of our media advertisements were actually a way to guide and encourage. For example, he would say it directly. The most typical advertising slogan for the product selling point is L'Oreal. There is a saying: You deserve it, and you deserve it is actually a way of encouragement and guidance. If you practice yourself, it is actually that today's consumers need to actively participate in marketing or the entire construction of the brand, so that they feel that they are in the entire construction. Having a sense of participation is something Xiaomi and others emphasize. For example, it will invite loyal fans of his customers to review their engineering machines with them before their products have been released. Logically speaking, this was done by product testing engineers in the past, right? Then why do we let consumers participate in testing products? In fact, from a marketing perspective, he has such an insight into consumers , so he talks about some practical cases. In fact, I think there are many failures in the process of practice, and there are also some things that we feel a little bit of experience.
Here is a case. We have worked with an illustrator this year to work with a limited edition product. This limited edition set and a makeup gift box, during the warm-up period, we were thinking about how to let consumers understand our event? It makes them look forward to and interested in this activity. In fact, we spent about two months to preheat for about three months. The preheat period is quite long, and the resources invested are quite large. We think this effect must be in place, so how can it be in place? Actually, I did a lot of work and found that one thing was quite effective. During the warm-up period, we gave us a gift that is equivalent to our old customers. This gift is actually different from many gifts we planned in the past. Its effect is somewhat beyond expectations, because the gifts we may give before we do makeup are all related products, such as makeup mirrors, makeup brushes, etc. that require makeup, or related categories. Some users may think these things are very practical. But they didn't feel that it made them feel pleasant or fun, so we tried to make a seed, which is a seed of a flower. The seeds of this flower have nothing to do with our category in terms of the relevance of this product. This is also our planner who had a sudden idea when everyone collided, thinking about such a thing, because in winter, the girls in our company like to raise succulents, so they made such a seed.
Of course, we have made some activity mechanisms, such as letting it sprout when it sprouts, then posting this thing and then typing our official Weibo, and then we will give her some discounts when the new product is first released, etc. But I think these are just some of the ways to incite later. The essence is still this product. I found that I hit the point of letting this consumer participate in this demand. So later we could receive dozens of them every day, but they really had planting and sprouting, and then they posted them and tagged us on Weibo. The degree of participation is far higher than our expectations, so I think it may be related to the change in some of the points that consumers pay attention to in their experience. We pay more attention to participation and whether individuals can participate in the entire brand marketing through self-practice.
We also made an optimization in this event, which was that we would give a lot of small and medium-sized cosmetics. If you have bought cosmetics, you will know that cosmetic brands will give a lot of small and medium-sized samples. It turned out that many of our small and medium-sized samples were ordinary color box packaging, but this time we made an illustration of a non-woven bag and put all the samples in it. In fact, this packaging form is very popular among consumers. Let’s talk about another change. I think that in our original concept, the brand is actually a symbol for us consumers to reduce their trust costs. For example, when I go to the counter to buy things, the counter shopping guide may recommend a lot of recommendations to me, this brand and that brand. But if I don’t believe in this shopping guide so much when I choose, I might be inclined to believe in this brand that I probably know the name. I have known him, and he is more familiar with the symbol. For example, when I go to buy drinks, I may tend to buy Coca-Cola, or buy Jiaduobao. If there is no one recommending it to me, or if I have never seen it in other channels, I will not consider it even if I can. Even if they have a relatively beautiful packaging or a better product concept, if no one recommends it, it will be difficult to buy it. This is what I think was originally a brand and a symbol concept.
In this way, what should we do to expand our market share? This is to increase visibility. Visibility can make consumers tend to choose brands they have known when making choices, but everyone online may know that e-commerce consumers are actually more refined in buying things and will look at information from various dimensions. For example, the original review of this product, or there are many communities online, and other consumers in the community have commented on this product, etc., and a lot of information shared by them. There is also a message we actually refer to, for example, if I buy things, I will sort them by sales. It depends on the original sales volume, the reputation of the store, etc., and there are many decision-making factors. I think the importance of using brand symbols as a cost factor to reduce people's trust has decreased, so we can see that many new brands on the Internet are prone to birth, which is why. Because on the Internet, I can actually decide even if I have never heard of this brand through reviews and other information. But many people commented that this thing is very good, so I can decide to buy it, so here we may not be able to do things entirely by using it as a brand symbol to expand our popularity and then expand our market share. How can we do it better?
Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net
Click to register to apply for the qualification to attend the Laogao e-commerce classroom. Laogao strongly invites e-commerce veterans to teach everyone step by step, increase their popularity and create a hot product, and occupy the first place in the category !
EN
CN
