The adjustment and "dislocation" operation of the electric commodity brand

What is the brand tone? High positioning to the actual operation of the product, in order to let the buyer really feel your home is indeed different from other people's home. 1, clear brand positioning five steps since the day has seen the cat platform adjustment of some changes, we need to start from the market demand, the establishment of a well-founded brand positioning. The tone of a brand building, need to step by step, you can start from the following steps: Step one: Brand positioning first through the analysis of the company or brand status, product advantages and selling points, clear service needs and matters. Then through the industry data reports, online data software, offline market research and other ways to analyze the market environment, industry data, competitors, combined with the brand's own product advantages to make brand growth space analysis, brand promotion implementation conditions, brand online operation strategy and implementation details. Step Two: Segment the market positioning according to the goods operated by the product category positioning, through the analysis of the above data to find a blank market, and targeted the brand's brand story, brand tone, design brand logo, slogan and other information to make the design. Step three: Customer group positioning based on market segment analysis, to find the accurate target customer groups, through the basic information of the crowd, interest preferences, consumption habits, shopping methods and other information classification, circle the appropriate or potential consumer groups, targeted to develop product specifications, packaging, product sales channels and sales channel, Prices and other aspects of the content to meet the target customer experience and interest preferences. Step four: Price positioning of the existing market-related categories of product analysis, dividing the price range, analysis of different price range competitor pricing strategy, and then combine their own product costs (product end costs, operating costs, personnel costs, platform fixed costs) and selling points to carry out a ladder pricing. Step Five: Product structure positioning analysis of existing different price range segment product market share, analysis of its own products and existing mainstream price range product characteristics, targeting market demand, the formulation of product structure. And then develop different product lines, product series and their corresponding selling points, integrated design product structure. Electrical goods and Consumer communication Bridge is the picture and text, brand positioning ultimately need to perform their landing, so the seller in the shop visual decoration to match your positioning tone. 2, write a beautiful brand story if the picture and text is the landing brand attributes, so that consumers know you; then the brand story is to narrow the distance between the brand and consumers, so that consumers understand you. To Moye operation of the "Lotus House" brand as a case, share under how to write a beautiful brand story. ① analysis and recognition of the customer's inherent knowledge and preferences of "Lotus House" (Lotus_she) is a public account established by Moye, and has registered trademarks. This account is the use of Moye medical background, for some health and cultural products to provide sales and promotional channels, the face of the end of the customer is also concerned about health, care for the user. These people's preference, is basically mood, calm mind, heart net, their inherent cognition more believe in natural health products, such as tea, red wine, enzymes, so MoyeWhen pushing content, it will repeatedly strengthen the customer's awareness of health. ② amplification and repetition of their innate awareness of the micro-letter Lotus House has several fixed modules, respectively: Natural health, disease regimen, audio radio, Micro-magazine, Micro Mall. Among them, "Audio Radio" is the most characteristic of Lotus House column, because a micro-letter operation, must have an opinion leader, Moye as the Lotus House opinion leader, through the audio radio to integrate the brand story in each issue of audio programs, so that more people through the attention of audio radio to pay attention to the Lotus shed. At the same time, audio radio will be repeated from a philosophical point of view to emphasize health and quiet, in the Lotus House brand story repeatedly stressed is "obsessed with health, engrossed in all quiet things" to arouse customers more recognition, to stick to the target customers. ③ Mind "quality sublimation" Lotus House repeatedly stressed quiet, emphasis on health, seemingly with other healthy micro-letter Account no different, but the content of each audio radio to ascend to the religious level is the most essential difference, to know that religion is higher than the science and philosophy of things, which will make all the identity of the enlightened, It turns out that this is what they have not been digging into the mind. Only let them experience the unprecedented feeling, can let them from the level of identity sublimation to worship, further enhance brand loyalty. ④ fill in blank cognition it's hard to subvert a mind, but it's easy to fill in the blanks. The previous step is in order to let the target customers trust, Worship Lotus House, when the customer reached the stage of worship, and then to convey a new knowledge system, users will be happy to learn. The so-called "teacher, preach to teach the confusion", the brand story and brand culture must have his thickness and texture, so that the target customers feel that the brand is plump, you can learn something new, will naturally respect this brand, as teachers. Crack Silk is a Amoy brand, brand advertising language is "walking inward", transmission is a kind of pursuit of nature, and even a trace of the wild, when his customers highly identify with the brand, crack silk put forward the "refusal of fur" appeal, the brand rose a certain moral height, while telling all the customers " It is not only the material of the fur is good ", so most of the products are divided into cotton, so that customers successfully accepted the fact that the response to the" inward walking "of the freedom, the accompanying brand concept. ⑤ implanted the content you want to implant, a brand that has been in the niche market for three years, has been positioned in favor of art, like Life, Buddhism, focus on the natural health of the customer groups, this really caught the minds of this part of the group, and repeatedly agreed to "0 added" products, so that many old customers experience the use of this real product effect, And to cultivate a loyal customer. Recently, their latest version of the details page was designed with the "low bubble, to lead the new concept of shampoo, in fact, the low bubble originally is people do not agree with, the traditional concept is whether the foam is rich to determine the cleanliness of the shampoo, but in fact the bubble is more because of the addition of" foaming Agent "," low bubble "is exactly the description of the 0 added. When new customers come in, pictures and text will convey this concept to them,See old customers use the effect of the evaluation will deepen their understanding of concepts and brands, which achieves the purpose. 3, brand tone and product operation "dislocation" fusion product operation is the most difficult? Some people will say through-train, drill show, data analysis, the most difficult operation is the understanding of the industry. Some people may wonder, you are so good at brand positioning why not make your own brand? But the operation has specialized, we are good at the brand positioning of the control, good at visual system to build, understand the specific operation of the real, but we do not understand the supply chain, do not understand the production costs, this is the "surgery industry has specialized." Brand tone is a very large sense of vocabulary, and product operation is a feeling very grounded gas word. It is difficult to find the two points of agreement, do not know how to combine, how to do? Moye suggest that you can seek service providers or operations teams with similar experience, or outsource some of your services, not only to reduce the risk costs of trial and error, but also to save time. In the electric business, preemptive is the magic weapon of success. About themes, branding and integration of product operations, Moye to "three squirrels" as an example: in order to contrast, Moye led to the other two brands, the first is Tianjin's first gold crown Taobao shop, like many shops, the Golden Crown shop early through the open-limit of the opening of a through train to enhance turnover, 2009 has broken through 10 million, 2010 to break through 16 million, but later the effect of this method is less obvious. After the launch of the day Cat flagship store, through the pay to promote drainage also failed to get good results. Another brand from 2011 onwards is the multi-channel sales routes, in various platforms have dabbled, but the more platform, the supply chain will be larger. Until later, friend Circle friends began to share the "three squirrel" products, just know the brand. With the popularity of social networks, three squirrels with their own good customer experience to allow customers to voluntarily use new media channels (such as micro-bo, micro-letter, etc.) spread, share the brand story, share the customer experience, the buyers slowly into brand fans, only to truly achieve the spread of brand modulation. It is worth mentioning that, three squirrel know the customer psychology, in the giveaway and the main push baby on the meticulous consideration for customers. White collar workers do not want to work because the snack handle dirty, so open bag instant nuts is its hot baby, while watching TV and other night leisure time, with Shell food sales, three squirrels will be matched with intimate shell. In addition, it uses Kraft paper packaging instead of ordinary plastic bags, in the visual sense and texture impact. The success of three squirrels seems to be easy, but in fact it takes a lot of thought in the course of the operation. So, what is brand tone? High positioning to the actual operation of the product, in order to let the buyer really feel your home is indeed different from other people's home.