After operating an e-commerce circle for more than ten years, I have a feeling: In the future, we will talk less and less about e-commerce, because there are no so-called e-commerce and non-e-commerce. The biggest difference in the future is whether there are brands.

Many members asked me: Lao Gao, what do you think about the environment after the epidemic is over and will the economy be better? Can business be done?

I asked back: What industry are you doing?

E-commerce is just a form, you are in the retail industry, or the consumer goods industry .

More than 90% of consumer goods business depends on two words: population.

China's population base of 1.4 billion is still there, so consumption is guaranteed. It's nothing more than traffic transfer between platforms. If you have less traffic on a certain platform, it is actually because the traffic is transferred to another platform, and you have not followed up.

However, traffic cannot form core competitiveness. Traffic is like clouds in the sky. When you arrive at your house today and to his house tomorrow, it is impossible to stay continuously .

The most important thing in consumer goods business is the brand.

01

The biggest test of branding is the boss’s thoughts, whether we have the brand awareness and whether we understand the brand.

From selling thinking to brand thinking, from making products to building brands , do you know how big the transformation is?

For example: I have been with my wife for many years, and I have never sent her flowers much, because I feel that it is better to treat her to a delicious meal than to send flowers. As a result, my wife complains about her regrets every year. So I have been sending roses since several years. Although I have goose bumps all over my body, my wife is happy.

You will find that "virtual" is more important than "real".

In the past, when others said I was pragmatic, I felt I was praised, but now when others said I was pragmatic, I think he was scolding me.

If you praise me in the future, please say, "Old Gao, you are so weak!"

02

If a company wants to build a brand, the boss needs to increase his ability to do things in a layoff .

I took members of the Golden Crown Club to Lin Qingxuan to visit and study. Their boss set a mission for the company - to make the skin of human beings and the earth more beautiful.

Tell me, is this "real" or "virtual"? That's why people can build a brand.

Many industries are moving towards the spiritual world.

Only with product + spirit can there be high added value .

Lin Qingxuan’s facial mask is sold for more than 1,000 yuan per unit price. Why? With spiritual values ​​added, such as "the secret of glowing skin", I feel like I'm "glowing" when I apply it on my face.

I took members of the Golden Crown Club to study in Japan and looked for an LV bag in Ginza, Tokyo, and it costs 26,000 yuan. There is a member who has been making a package for more than 20 years. I asked: Brother, how much do you think this package costs? He said, six hundred.

But I bought it anyway. The clerk told me that there are only three Asian models. Now I feel like a star in my back, and my temperament has been "sublimated". This is the value of the bag + spirit.

The boss must combine virtual and real: practical in your supply chain, product research and development, and virtual in brand building and packaging.

03

The first stage of e-commerce is to make money, the second is to build a brand, and the third stage is to go public.

There are many ways to build a brand, either build your own brand or acquire a brand.

Some very famous traditional brands have less than 100 million annual sales, which is a good opportunity for us to acquire . A good brand is a good investment product.

Agent brands are also a good way to make your traffic conversion rate higher and complete the original accumulation .

If you tell me: Lao Gao, I don’t want to go public or build a brand. It is equivalent to you sentenced the company to a "death penalty". Just imagine, after 10-20 years, you get older and make a lot of money, you will lose motivation.

Over the years, I have experienced too many ups and downs of membership. The decline of many members is not because they have failed to make money, but because they have lost money. Why? After making money, his dream did not upgrade to building a brand or listing.

In the next 10 years, I will help more members develop brands and help more people with dreams go public. E-commerce bosses who do not have lofty dreams will refuse.

I would like to advise brothers to upgrade their dreams at the right time !

One END One

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