The core of the electrical business location is to find or build your core differences.

The level of Internet development, E-commerce has become a lot of traditional brand new profit growth point, but the traditional brand of electronic commerce strategy can not completely copy traditional channels, but should be based on the development of the Internet and the needs of consumers, the brand repositioning. At the same time, for some new type of pure electrical goods card, if you can do a good job brand positioning, can quickly seize the consumer's mental model, and quickly become the same category of the first place.

China electric business positioning first person, Changsha Shenzhou Electric business Advisory body chief expert Liu Yan show that: The core of the brand positioning is to find or build your core differences, and then on the basis of this difference point in the consumer's mental model to establish a brand image, a concept of differentiation.

First of all, we need to understand the concept that brand positioning is not creative, elegant or imaginative, but a real business activity, like other marketing activities, is a real ability, not a dream. Therefore, as an e-business decision-makers or executive, pragmatic innovation is the positive solution, that is to say, so in the positioning we do not have to pretend to be elegant, our dream can be in the sky, but we must be on the ground. Because positioning is so important to the electrical business, Changsha Electric Business consulting the first brand of China E-commerce expert team in the dozens of brand electric business consulting services found that those who are good marketing team either success, or lose at the starting line, this starting line is positioning, for those big projects, big investment, because positioning deviation, Leading to millions of tens of millions of, or even hundreds of billions of cases. Because we summed up the electric business brand positioning five-step rule, briefly described as follows:

Electric business brand positioning first step: according to their own situation and the law of the electric quotient, to find a can be the first market segments

In the field of electrical business, there has always been a "first law", ranked second, third, there may be gains, the third after the brand is destined to be short-lived.

There is only one Taobao in the world, only a product will, there will be only a three squirrels, this and trademarks, cash flow strength, the level of the team has no relationship, the only relationship is the consumer's mental model. Therefore, when online shopping in China is to a large extent equal to Taobao, Tencent's racquet is doomed not to do much.

There is only one Disney and one Apple company in the world.

So don't tell your team when you start the electricity business, we want to do some industry's largest electrical goods card, but according to their own situation and the law of electricity, looking for a can become the first market segments, must remember, must have reasonable, if in an industry you do not do the first possible, please combine their own situation, Subdivide the industry, subdivide and subdivide, until you find the niche that belongs to you, a niche market, and that's enough.

In the traditional field, there is no company in the shampoo field with the Procter and Gamble, but this does not mean that other shampoo enterprises will not survive, other enterprises as long as the shampoo market segmentation, find a can do the first one of the shampoo market is enough, such as important hair care, Overlord has done, If there is any enterprise to do mineral hair, it is also a chance, or, tea hair care?

If there is rationality, but also the possibility of becoming the first, why not talk about market segmentation?

Electric business brand Positioning Step Two: Find out the most salient features of this niche market and create a brand concept that can be equated to this market segment

Our idea is that you have to create the idea of a niche market = your brand.

As we think of the mineral mask think of the royal Mud Square, think of down jacket to think of Bo, think of the lowest price car think BYD is a truth.

The benefits of doing this are obvious, although it is not always possible to achieve your goals completely, but remember a concept: to be first better than to do, to be a representative of a category will give your brand an unlimited energy.

Electric business brand Positioning step Three: Determine your electrical goods brand material

To win consumers, first of all to let consumers accept your brand, your brand has some of the most basic elements, these elements are your differences, but also your future core selling point, the CLP believes that the following basic elements are essential:

1. A trademark

2. A Story

3, a core concept

4. An opinion leader ...

Changsha Cat on behalf of the operation of the first brand Shenzhou electric business design director Peng Think, do not try to do not play without the research, seminars, find the simplest, most core, the most easily disseminated material can, why? Don't get the consumer scratching your head, these brand elements must be obvious.

Electric Business brand positioning Fourth Step: Comb Your core consumption proposition, determine your product and service system

The so-called core consumption proposition is your unique selling selling point.

If your brand has some kind of differentiation, you should determine your product and service system on the basis of this difference, if you can not prove, then your brand positioning may be a failure.

If you find the fulcrum of these differences, you can spread them in a way that consumers can perceive. Your brand marketing activities should always be around the point of difference, so as to gradually occupy the minds of consumers, and eventually become a niche market first.

Electric business brand positioning Fifth step: Spread your brand positioning

Although the wine is not afraid of deep alley, but the combination of excellent wine and alcohol marketing will make wine sell better. Having the right brand positioning does not mean that business will automatically come to the door. We need to have our marketing process on the internet marketing promotion I think I don't have to talk to everyone what song to sing on the mountain, Shenzhou Electric Business believes that, where you can be the core of consumer claims, the core brand concept of transmission to consumers can be tried, just remember a point: but the product or advertising, In the contact with the consumer links and materials, we must focus on your core positioning, do not forget to start the dream. Road long its repair far, if you are in the operation of electrical commodity licensing have any ideas and confusion, welcome and Changsha Shenzhou Electric business Exchange. The electrical business has developed for many years, and there will be many outstanding brands in the future, we will all wait and see. (Article source: Changsha Taobao on behalf of the operation of the chief agency Shenzhou Electric Business Advisory: http://www.szhun.com/reprint please indicate the source Welcome Exchange)