不定位,不运营,找到”小而美“

       定位,这个听着一遍又一遍的名词,早已深入人心,但真正理解的少之又少。大到企业,缺少自己发展定位,小到个人,缺少自己的职业定位。总之,我的感觉是浮躁的社会下,让人急于求成的心理使然。还没想清楚,就急着赚钱。结果,等着人到30才发现,自己换了很多份工作,浑然怨天尤人,怪社会怪企业没给机会,殊不从自己身上找下原因,你到底想清楚没有,“自己到底适合做什么?”,“为什么每份工作都没坚持下去?”。同样道理,很多企业不明白定位的重要性,拿着自己的产品就上天猫,开始“红海大战”,结果可想而知。

搜索整个大淘宝(C店+B店),随便一个关键词,出来的数量10来万,这些都是你的竞争对手。比如:搜索“睡衣夏 女”89万的商品。看到这个数据你会有怎样想法?是否为市场大而欢喜,是否又会因竞争太激烈而犹豫。

我们该怎么办?这里提出两点:

1、拼供应链优势。最终反应到商品上的是“更新更快”“商品更优”“价格更低”,尤其是价格问题,目前排在消费者购买的第一考虑因素。但问题是,你低价,人家更低价,永远有比你价低的。最后大家都赚不到钱。

2、差异化定位,让人家记住你。

营销学有一个著名法则。它的基本意思是人们只会记住同一类型的事务当中最领先的前三个,而且第一个要远大于第二三个。这个告诉我们,我们与其在同一类市场中,使劲说“自己的比别人好,别人都是模仿我,从未被超越!”,使劲的制作“页面描述,从1米、2米再到3米”告诉人家更好,不如抢先进入某一个市场。“第一”要胜过更好!

比如:相亲节目=“非诚勿扰”,汉堡=麦当劳,炸鸡=肯德基,感冒药=康泰克。这里需要说明下:

1、营销市场就是一个商品品种不断扩大的海洋,就像变形虫一样在培养皿中不断分裂;遵循这个法则,如果你发现现有品类中的第一品牌很强大,那么就创造一个新的品类,让自己成为第一;上面提到的感冒药,某个厂家想要进入感冒药市场,如果一样切入必会与康泰克为敌,同质化竞争,必死无疑。于是这个厂家充分调查市场,吃了康泰克有什么优点缺点,顾客说服用后,白天吃了容易打瞌睡,而晚上他们又希望睡得更香。这个厂家,似乎看到了希望,于是生产出了白天不瞌睡,晚上睡得香的感冒药——“白加黑”,而且创意性的发挥到,白天吃白片,晚上吃黑片。顺利切入了市场。

2、市场营销其实是“顾客心智”的抢占,与其市场第一,不如在“顾客心智”中第一。简单说,就是让消费者记住你,在某个类别中,第一个想到的是你。

其实,这个也是当下“小而美”的概括。

它讲的是一种经营模式,小而美对应大而全,不只是规模至上的店铺,小而美的商品并不是纯粹的卖货,这些独具个性的商品和店铺的背后是人,是卖家和买家在情感上的交流和捆绑。

来看看,电商下面“小而美”的案例吧。

1、花笙记——唐装时尚定义者。如是说:

“在日本的街道上,你可以随时看到身着西装和传统和服的日本人并肩行走,而在当今中国,身穿唐装上街却会被报以许多猎奇或不解的目光。

花笙记就是为了改变这一切诞生的。

花笙记唐装,融合传统工艺与时尚设计,深入了解中国传统服装的韵味和世界观,而不仅仅是将中国元素符号化,定位于年轻人的唐装,致力于唐装时装化的推动,拒绝沉重刻板,用轻松诙谐的方式设计产品,使之可以立刻被年轻人喜爱和接受,并由此为国人打开一扇门,令人发现传统文化之美。”

2、芥末。一个和花笙记比较类似的形象品牌,不过偏重女服的设计。

3、紫魅。只给“偏爱紫色”的人。卖包包的,但全是紫色,看完整个页面你会留下深刻的印象。

4、爱玛兰蒂。花一样的,奢华的,绚丽的,同样是看完一种不一样的感觉。

5、悠刻。卸妆油,单店单款,打遍天下。

     那么,您的商品有“小而美”吗?找10个消费者,让他们在10个竞争对手页面中一起看,看看能否记住你。不然,请先想好定位再运营吧。

    定位决定了销售成功的50%,因此,务必重视。卡一电商,目前,与企业合作前,作为重中之重看待。我们用1个月-2个月的时间与企业客户交流互动,商讨定位。实现客户价值是卡一一直的追求。

后面的文章,我就对定位这块话题,做些深入研究。

36 thoughts on “不定位,不运营,找到”小而美“

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