"Moye Serial" product structure positioning of the four categories of products (sixth section)

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While writing this article, Moye is on a plane back to Tianjin, where he is training for some growers. To be honest, the farmers ' sensitivity to the electricity quotient is much better than I expected, with 150 students from rural cooperatives participating in the discussion, speaking very actively and thinking very carefully. Xinjiang is all over the treasure, food products have dates, walnuts, all kinds of fruit dry, but there is a very strange phenomenon: online sale of Xinjiang's specialty of large sellers, no Xinjiang local companies. At first, Moye that the most direct reason should be the logistics system is not sound, to the local only know that the structure of their products to understand not deep, so sparked the moye of the idea of this article.

First of all, Moye in the classroom asked the first question is: "Please tell me a fruit grower, your family dates and other home dates are different." "A very active Aunt said:" Aksu different varieties, our family jujube good taste, Blood nourishing Yan, women should often eat red dates. ”

The second question is: "What kind of customer group does our product fit?" A young man stood up and said, "I think I can buy all the dates I eat." ”

The third question is: "Is our date prepared to sell more than one kilogram?" Another student replied: "We have all the dates in each interval, 20 dollars-50 yuan a kilo." Moye very surprised to ask: "Incredibly have 20 yuan a kilogram of?" "There are some voices at the bottom," the students proudly replied, "Don't talk!" We all know the cost of red dates, but also 14, 5 yuan So, online there are a lot of shop price war, 20 yuan we still have to earn. ”

In fact, Moye in the consultation of many enterprises, heard too many similar answers. Everyone's red jujube can enrich the blood and beauty, good taste is also a lot of subjective factors, which is not a product selling point, nor is it a brand selling point; the person who eats the jujube after all its consumption channel and consumption behavior is different, so the definition is not enough to subdivide; each price range is dabbling in the product structure positioning in the big taboo, At the same time the cost should not be so to calculate. Before the analysis of customer group positioning, in fact, all the product structure is based on the basis of customer groups to develop, on the selling point of the excavation Moye will find opportunities for more analysis. Below we have the product structure below.

Have you ever thought of such a problem, if customers ask customer service: "Your red jujube each write a good taste, are written in Tianshan snow irrigation, that 20 yuan and 50 yuan what is the difference?" is the blood effect different? or quality? "How will the customer answer this time?" In the last section we have differentiated our customers, so our price range should be set within the target customer's preferences. That product structure needs to be divided within this price range, we can roughly line product structure is divided into the following: Drainage section, profit, activity, Image section.

"Drainage section" as the name implies is the main push to attract the flow of products. We all know the importance of traffic on the online shop, since the main push is bound to be our source of traffic is the largest access. This part of the baby's characteristic is that the gross margin tends to the middle level, the product transformation is good, the same kind of target property environment than competitors have price or other advantages, more conducive to occupy the "tofu block" position, the latter can be a larger free flow. In fact, "the public" and "personality" is a contradiction, drainage must be the target customer group within the majority of customers can accept the product, rather than the minority products. In the selection of drainage section, we should do product data testing, initially give the product relatively small promotional flow, observation of data status, the choice of high conversion rate, less geographical limit products.

"Profit" should account for the highest share of the product structure. We do business is nothing more than the sale of physical products or services products, we sell the purpose is to make money, so the profit should also account for the actual sales of the highest proportion. Profit should be applied to the target customer groups within a particular minority of people, these individuals pursue personality, this part of the baby's outstanding product selling points and characteristics must be in line with this part of the psychology of minority groups. Profit section of the early selection of data mining requirements are higher, we should accurately analyze the preferences of minority groups, analysis of their style, design style, price range, product selling points and other factors. The promotion needs to be more accurate to carry on the crowd directional promotion, we also need a small amount of directional data to carry on the test before the promotion, or through the pre-sale and so on the product research, in order to achieve the supply chain the light quantification.

Activity money, as its name suggests, is used to make active products. First of all, why do the brand business activities, is to clear inventory, Chong sales or experience brand? These three dimensions are distinct results. Inventory is a number of old or not all the size of the style, the inevitable sacrifice of customer experience of the brand, so low price is to make up for customers in the heart of a very good way. For example, Dangdang has a "tail goods" will provide some product inventory of 10 percent-30 percent of the snapped up, Moye often go to buy some big brands of shoes, commuter style of shoes update slower, offline shoes are very high price, Moye size is very popular size, broken code can often find a good style, Three reasons I like this way very much. The second reason for brand-makers to do activities is to sell, this is generally based on the platform turnover basis requirements, the Department of KPI Assessment, the tripartite operation of the company to complete performance indicators, and so on, but the brand should pay attention to the activities during the customer experience, do not have a negative impact on the brand. The final reason is to let the customer experience our brand, this is our "activity" should produce the role. How many buyers have become our repeat customers over the years we've done? The direct reason for the low rate of repurchase is that we do not clearly plan our activities. The election of the activity section should be the mass, but the price is not cheap, because we want to let customers see the price of basic sales and activity discounts, so that customers generate the impulse to purchase, so need a lower discount. Activities should be the entire product structure of the lowest profit margin products, if the brand is eager to rely on activities to make money, the brand again to go back to what we said before the ranks of "sell goods", and gradually enter the "inactive volume" dilemma. Now Taobao and the cat platform for many activities of the product sales are not counted into the main search order, so activities can only be as we let the outside sense of our brand a pathway, so the activity must be in the activity to give up the profit of the product, become the reason for customers to perceive our brand, do a follow-up after-sale tracking, Ability to increase the rate of repurchase after activity. Remember, greedy for cheap products to buy our products, must not be our end of the target customers, so the activities generated by the customer repurchase must be only a small part of the original old customers to provide concessions and benefits, we do another reason for activities.

"Image section" is similar to a city's "Image Project". On the road we see some buildings will sigh: cost taxpayers so much money, but not what use value. But it is these useless products that enhance the image of our city as a whole. Moye often travel, a few years ago is basically to the first-tier cities to learn, exchange, the last two years to more and more than two or three of the city's enterprises to do counseling and training, and found that some cities in addition to the natural scenery, no one to take photos and stop the building. This is the meaning of the image-you will stop and look forward to it, but it is unattainable. Image paragraph should choose some high quality, high-profile, high customer price of the minimum number of products, you can have 3-5, suitable for the target customer group inside the 3-5 segments of the population, the image will only occupy a small part of the sales of products, we can only keep online products in safety inventory, the purpose is to enhance the image of our brand.

This article for everyone to comb the product structure positioning in the four categories of products, the back of the Moye will be the case of Aksu JuJube, continue to comb the product structure positioning.

================== Review ======================

The first section brand and shop customer group positioning http://column.iresearch.cn/u/saytian/674131.shtml

Section II product category and structure positioning http://column.iresearch.cn/u/saytian/674133.shtml

Section III How to write your brand story http://column.iresearch.cn/u/saytian/674135.shtml

The fourth quarter first brand or first category http://column.iresearch.cn/u/saytian/674140.shtml

The fifth section brand Merchant's "New Media" World http://column.iresearch.cn/u/saytian/674141.shtml