It's not about playing, it's about finding a way out.

Hear the word, especially in front of the "independence", I believe most people will say "no money not to die!", "The money is dead!" Admittedly, independent of the platform is not want to play can play, the construction cost is high, second, the effective flow of typos, the competitive advantage is not obvious, like the Sea Island, at any time may be submerged by the tsunami. If you're not trying to occupy an island, that becomes attached to the big electric business platform on the business is also good, such as the Cat, Beijing East, where the guests, although it is to do the body of the "parasite", but also the blessing of dependency, earn some money to survive is not a problem.

A common view is that the current business platform is the Three Kingdoms, large market share is almost divided, small manufacturers can hardly have the opportunity to challenge the Giants. Let's go back to the nature of business, any business results are to make money, are sustainable development, there is no big opportunity, but the small opportunity to make money everywhere is AH! Do not want to do something every day to change the world, the Giants hit the ground, in fact, only the Giants can beat the other giants down, Then for a long time to pull each other, tangled.

As just on the road of the entrepreneur, first of all to clear their position, stare at the gap in the market focus on firepower to play, five years 10 years, and then the small gap may become Colorado, Grand Canyon, do not believe you try. At that time you have become the scourge of the Giants, or have been invested or bought, is also a successful venture. What's taking the wind? Creating a new business model is secondary, and the most important thing is to be clear about the value of what you do and who will pay for your service. I am now a lot to do brand special sale, every day discount clearance of the customer mode is not optimistic, after all, flash shopping is already a Red sea, each site buyers are highly overlapping that group of people. A word of advice to small companies is: Don't go with the giant jealousy, do small and beautiful also very good, build their own small world.

So, what can we do to get back to the way the business is going?

First, positioning logic: The important thing is the product

In fact, selling products is not easy one thing. For most businesses, the most important thing is "what we sell to consumers" before the project is started. After the product is determined, can determine the potential customer group, can determine the promotion channel, can determine to recruit which aspect talented person. Do all-inclusive platform is able to die a group of people, such as Van Jing Dong such giants, are tasted bitter fruit, each year to backlog billions of of the inventory, waste billions of of silver, waste thousands of tens of thousands of of human and material resources, all-inclusive caused by the consequences is that a lot of things will die.

The United States has a pet products for the business, the first to take a large appetite for investment, brush brushes on the ground of hundreds of categories, and later found that most things are not sold, pressure in the warehouse can only give staff to eat, and then learned from the experience, did a detailed market analysis, the category compressed, only to sell those market on the move products, Keep a close eye on competitors ' price trends and always sell products at a slightly lower price. In this way, inventory reduced, turnover increased, staff efficiency is also high, and slowly make money.

China has a mother and child supplies vertical to do a good job, positioning is to provide mom and child peripheral products, on this basis to expand the relevant product line, so that all ages of the mother, all ages of the baby to buy their own needs of products. More importantly, it brought the mothers together, formed a community, let mothers speak freely, learn knowledge, help each other. Under the premise of strong humanistic care, it also launched its own "station song", further enhance the atmosphere of the website, so that the mother users more sense of belonging. Emotion, is also a powerful product.

Looking at the above two examples, you should be aware of the following considerations in product selection:

1, do not do all-inclusive product site, as far as possible focus on energy, to do a large industry in the fine categories or to provide services to special groups. For example, mother and child supplies, big code women, nuts food, small appliances, essential oil mask, etc., these are on Taobao cat have done very successful sellers, can learn from them positioning.

2, to concentrate on a certain category of products, the most important thing is to deepen the supply chain, the product by heart, reduce procurement costs. Most of the electric dealers do not have factories-also do not need factories, you can find some traditional factories for strategic cooperation, or even share, pull the factory on your "pirate", mutual promotion, their respective duties, the factory control its quality control, you manage your access.

3, a single product easier to make a brand, the beginning must have brand management consciousness. For example, Liv's oil, the beauty of the mask, they have been widely recognized by consumers. The product as a child to raise, will inject heart, not only to establish a perfect brand CIS vision system, but also to give product content and story, good culture and story can always impress the consumer mind. Keep your child to 18 years old (about 3-5 years as a product), and it will make a steady stream of money for you.

Second, the attraction logic: The channel is unimportant, the characteristic is important

If you are the marketing director of a business website, then I think you fully understand how many channels are suitable for promotion. The general principle is: what others are doing, we also do Bai. Promotion of hundreds of dozens of, we must try, what micro-bo micro-letter marketing, EDM SMS Marketing, mail Community marketing, SEO Auction marketing, and then to the major sites on advertising, static and other traffic to the door. However, the customer came, but did not deal is sad, not to mention that most people accidentally pressed the ads or by the tough bomb window bounced over.

You spend all your money advertising, but you don't have to spend your mind doing something special. What are the characteristics? is something new, rare, and someone else will take the initiative to advertise for you. Some time ago There is a personal custom to do canvas shoes are very concerned about the site, and also successfully took the VC, the attraction I think one is focused on narrow public, the second is to provide a novel online customization experience. Because consumers can only enjoy a different service here, shoes even if hundreds of yuan also don't blink to buy.

on how to build their own characteristics, I would like to add a few points:

1, features are often only 1 points, and there will be no 5,678, the more comprehensive things more complex, the more difficult to let others clearly remember. With a single point as a breakthrough, just like a little red in the green clump, others can easily find you. For example, your product has a micro-innovation technology, or someone I have a function, then you write 100 stories to wrap it, write 1000 soft text to promote it, bombing down I believe you want to not succeed is difficult.

2, the feature is not "stunt", can not exaggerate, to be deeply rooted, in line with the public understanding. Boast of something can only cheat for a while, cheat not a lifetime, like those fake health care supplements, with very low prices very good effect quickly circle money, but one or two years later you can see them? Good features only need to grasp the "useful for a certain group of people, real effective, create surprises" these three points, Any lasting product is a little bit of accumulation.

3, if in the product can not do how many articles, then you can find a alternative, in the brand's operation up and down articles. If possible, send an online customer service to answer any customer questions (I'm talking about any problem, as the American Zappos do, it's not just about your product, but some of the customers will talk to you about life, maybe on the road and let you check a restaurant's phone. Undoubtedly, "moving with emotion" is the most lethal way of marketing.

Iii. Interactive logic: Entertaining your employees and customers

The important thing is not marketing, but interaction. In the trading market so developed today, I believe that 99% of the business will say "consumers are not loyal!" Consumers are fickle! ". Well, you're right, most consumers are price animals. But I just want to say that to make others loyal to you, first of all, you have to make others loyal reasons. Not without loyal buyers, but you have not met, just like lovers after the breakup of the total fantasy "next better", sometimes you do not good enough, demanding too high.

Some time ago, after Zhou recommended to see a book called "Business Show", the core theme is only one sentence: all industries are entertainment. It is worth pondering carefully the sentence put. I think that doing business on the internet is the best thing to play, what technology is required, what effect, what effect, want to gain. Do you think consumers like a fun site or a boring site? Do you suppose consumers like customer service or like robots? Do you suppose consumers like a website that gives him an extra surprise or a website that only offers discounts? Want to raise your profile? Want to increase sales? All you have to do is to entertain your employees! Let the user experience of the website hi up! Let the customer to accompany you to play the electric dealer!

Why entertain employees? In fact, every enterprise's employees are the first batch of customers, they are also excellent word-of-mouth communicators, because employees take your money, but also the first time to use your products (the so-called Eat people Zuiruan hands short), really good things they will call friends to buy your products. In the entertainment mode, I think, in addition to sales targets, other than the other can be concessions, enterprises should let employees "master".

Entertainment staff's small way: set up a variety of bonuses, free distribution company product trial, engage in male welfare day female welfare day, office demonizing, work late wear stockings, performance standards of Hong Kong and Macao tour ... Only the staff is happy, can use the happy mentality to face the customer, sends the happiness to the customer. Employees are, of course, the most valuable asset, every employee can go to the front of the battle, the staff service well, kill the record is yours.

Why entertain customers? In fact, all the buyers spend most of the time on the internet every day is "to have fun"! On the QQ group of the sea chat, on micro bo see hot spots on the video site to see video, game site playing games, on the securities site to play stocks ... In the middle of the fun to squeeze a little time to go shopping, may stay on your website time will not exceed 20 minutes, therefore, in the limited customer service time, you have to make the most of the customers feel happy, let Ta impressed you, let TA produce next shopping will come to you here to think.

Entertainment customers small way: shopping to send small gifts, birthday gifts, ta photos posted on the site, send ta a personalized VIP card, let TA see their growth on the site, festivals send a variety of holiday messages (note: not promotional information) ... So many, as long as dare to think, there are always n ways to entertain customers, moving customers. The important thing is: don't just stay in the thinking, to really do it, to execute!

I believe that as long as we really understand the three logic of thinking mentioned above and put it into practice, the operation of the electric business will be in a disadvantageous way. Business is based on insights into human nature and rational "use" of human weaknesses. The method of this article is suitable for many to do independent of the website of the electric dealers, also apply to rely on the large platform to do business businessmen, the world of Truth, the use of the wonderful, with a heart.