The era of Electronic business positioning (i): Puzzles and Solutions

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Now the confusion

"It's so hard to flow now."

Whether it is to open a store of small electricity or have their own independent platform of the large power, this year has a similar feeling and confusion.

and accompanied by this confusion is non-stop to find solutions, so various means came into being, nothing but the integration of various resources and marketing tools, CPS Alliance cooperation, SEM marketing, and a variety of eye-catching exaggerated information.

Just like three months ago, when we took Weibo and SNS as the perfect bible for the path to salvation, we finally got nothing but exhaustion and more confusion.

The core of E-commerce is business. Business is about trading. Any market action that violates the business will not guarantee long-term transactions.

Now many peers recognize this, but they have embarked on another crossroads. Put all the expectations and "operations", the operation as a universal key, as if they have been holding the dealer's trading password. So in the midst of a hopeful sound, a new round of chasing the senior operations manager and the means of operation began.

Most of the common sense will feel this and traditional enterprises through the economic road is like AH.

A few years ago: the spread of enterprise for "management First", "Channel for the King" of the hype did not bring success, and some even even success is not, let alone long-term development, despite their very hard work ... Do not think that they have nothing to do with management and marketing, on the contrary, in the search for their own management at the same time, the attempt to marketing is no less than the current electric dealer. Advertising bombing, experiential marketing, perceptual marketing, CIS image-building and other methods with the spread of various media, but all of these give them a brief victory after the euphoria and let them deep into the plight of the successor.

For Chinese traditional enterprises, even now, they do not find their own business, the most important reason is that China and the international macro environment caused them to make money in the short term, here for the time being. All we need to know is that any monopoly under autocratic rule will be broken by times and technological advances. Just as China is now on Taobao.

Excessive information, short-sighted behavior

In order to solve these problems, the author, based on his experience as a service provider and the accumulation of marketing knowledge, will write a series of articles in the era of electric business positioning, and put forward the position theory of electric quotient.

The article will analyze the successful and unsuccessful cases of the current electric quotient ...

Now the spread of information, especially in the Internet, formerly belong to sit on the sofa, walking in the streets to see a variety of advertising information, but now interspersed in the mouse to move between, advertising everywhere, but the only thing to be thankful that we choose a large space ... At least have a lot of choice right, you can choose to take annoying, useless information skipped.

And this time, for advertisers and advertisers, how to ensure that they stand out in many of the same kind of problem, so a variety of new means of chasing odd, all sorts of exaggerated words and pictures to chase traffic are full of pages everywhere.

What the hell's going on? To facilitate the next discussion, let me first list the main sticking points on the internet now:

1, the current electronic business behavior is mostly short-term profit-and-benefit behavior

2, this era of information dissemination is too much, especially in the Internet

3, the System positioning guidance error is not even

Mistake self-confidence as narcissism

Before talking about the position of the electric trader, it is necessary to point out this problem, which is the most common human weakness that everyone, especially China, commits. Whether online or offline, everyone seems to love to promote their products, services, but forget the reality of such a problem: products, services should only give you self-confidence, and should not be narcissistic.

The typical behavior of this "narcissism" is to promote themselves, to promote their own products, their own logistics or customer service, about this narcissistic behavior, you open a Web page, to see the full page of the self show off the various ads will understand.

Your focus should be your consumers, any products, services, management can only give you self-confidence, believe that they can best solve consumer problems, after all, you deserve the money in their pockets.

Consumer care is simple: what problems can you solve for me ... Consumers cannot choose you because of what you have, but because you can solve problems for him.

It's like chasing a woman when you have a problem you should have, as a show-off. Man said: "You see how good I have a nose with eyes", you have a nose has eyes what to show off, this at most to give you a most basic self-confidence, the girl is concerned about what you can give her, even if it is a feeling ... It's ridiculous.

Our mode of thinking, starting from the first day when most of us start our business, starts with a good idea, a good product, rather than a real problem for people to solve.

This thinking does not change, now the so-called "industrial upgrading, transformation" is impossible to talk about.

The era of electronic business positioning

It is the only way to save us from the dilemma of narcissism. Positioning can be used in all aspects of life, products, institutions or a person, here we only for the electric business industry companies, put forward effective solutions.

Our position here is not what you do to the product, this can not be positioned, otherwise fall into narcissism. Positioning is what you are going to do for your customers, and it's all about your activities. We do things, including online or offline, as long as we do two things, one is how to shop the product to consumers, and the other is how to put the product into the minds of consumers ... The former is guided by the latter, is the management of the channel, and the latter is positioning, is how you put the product into the minds of consumers.

Author: Jinlee