The road to brand evolution--no dreams, no life

　　#Laogao E-commerce Online Information# At the regular meeting of Laogao Crown Club in December 2014, Jinguan Club member and Bianlan, a soft article under Shi Yuzhu, shared his experience in brand building with the members, and told how to achieve sales of over 100 million yuan in one year, and how to achieve first place in the health care product segmentation category. We have a consensus on brands:

　　“都是赚钱，只不过销售是赚一次钱，品牌是赚两次以上甚至一辈子的钱”。

　　The following is a selection of full texts:

　　My theme is to let tigers have wings. My major is sales. If we can understand the brand's architecture and marketing framework based on strong sales, it may allow you sales tigers to achieve the effect of wings.

　　Many of our big sellers like to push sales to Double Eleven and Double Twelve, and usually can achieve sales of tens of millions or hundreds of millions of yuan, but I think sales do not mean everything, and brands are also a kind of sales force. If you reach out to pick stars, you won’t be full of mud. I hope everyone will be the star pickers.

　　A brand is to make money for a long time and make money for a long time.

　　Brand means sales power starting from the heart. No matter what you do, if you cannot activate the desire to buy products from the heart of consumers, the consumption motivation may be insufficient. You want to study what your consumers are thinking. If you want to build a brand framework, you can consider three aspects: first, the mind of consumers, second, the output of brands, and third, sales.

　　Many people think that it is empty to discuss brands, but the brand itself is sales. Why do we need to do concept advertising? In fact, consumers have a deep impression of negative emotions, so we need to do concept advertising. Regarding moral conscience, hard work and rebirth, etc., consumers can see our product philosophy and our efforts.

　　The reason for using soft advertising is that if you study the psychology of consumers, if you tell him what I want to buy, he will not be interested. Usually our products must have certain demands. Soft advertising is usually explained by reports or stories, but if you include the advertisement in it, the consumers will be attracted. A brand is to make money for a long time and make money for a long time.

　　Although our sales volume on Double Eleven and Double Twelve are very good, our brand has not been established. Once the platform's support is lost and once the resources start to be transferred, we will find that our sales are problematic. Maybe you can establish a concept of full-network marketing. What you want to do is not display the product, but the planning of the product and the construction of the sales structure. A brand is a valuable living organism, an organism. (Editor's note: No brand and lack of attractiveness to consumers are the fundamental reason why merchants have been complaining about the increasing traffic and the increasing business over the whole year of 2016.)

　　Many research fields and platforms of brands. They predict that after Taobao’s reshuffle in 2009, Taobao will face a new reshuffle in 2015. No matter how big a seller you are, you will face the challenges of the platform, the challenges of resources, and the challenges of the industry. So you have to work harder to think about brand issues.

　　Make your brand vibrant.

　　If your brand has achievements that others cannot replace, then you will have an irreplaceable market and the brand will have irreplaceable nature. Give the brand more tone, can your brand give things that others cannot give? If you do it to the extreme, you will have irreplaceable space for others.

　　The brand is vital and cannot lie. What you have done will be reflected. How much effort you have put into the brand, your architecture, and your cherishment of it will be concentrated on the tension of the brand, and the brand will show all your efforts to it.

　　A lasting profit model

　　A profit model is very important. If you keep increasing sales through various major promotions, although it is good, it will not last long. Discovering a profit model is very helpful for us to cultivate a team, firm the tone of the brand, and promote the brand. If you want to discover your sales model, you must know how you make a profit. You must summarize these rules. Maybe these rules can only help you for a few years, but previous experience will help you a lot. You must find a better way on this basis so that you can become sharper in this market. Marketing is a pair of red dancing shoes, and you must rotate when you put them on.

　　You cannot be afraid of the huge changes in this industry. No matter how good we are now, tomorrow is always mixed with expectations and fear. Tomorrow is not all expected, but we all need to have a fearful heart. We must innovate, and innovation is our vitality.

　　We need to find out our selling points and choose products that are difficult to copy. You have to find a strong selling point to capture the minds of customers and to arouse sales force. Just using activities is harmful to the brand.

　　Q&A session:

　　1. Can you help us think of a brand positioning? We are doing middle-aged and elderly fashion, and we are taking differentiated. Is this path right?

　　Answer: Whether you go wrong depends on your judgment of the market. You must start by setting a correct position. The first is your research on the market, the second is the market reflection, and the third is your intuition. You can make fine adjustments and create a model market.

　　2. I just heard your sharing. Your strongest one is soft article sharing, but I didn’t explain in detail how your soft articles were generated when your brand was hit and why it can reach such a high repost. In fact, an article can reach a high repost without posting. You must have experienced a lot of preparations. I hope you can share it.

　　Answer: This is a model of our company, but we are improving now. Weibo has undergone tremendous changes, and we are also changing. The amount of forwarding is related to how you write soft articles and how you write soft articles.

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