Entrepreneurial perspective: How does WeChat business get out of the quagmire of false emptiness?

Undoubtedly, the differentiated route has been talked for a long time in the traditional positioning marketing, and it has also created many successful brands. Wang Laoji is a good classic case, with differentiated positioning, open mind (afraid of getting angry), expanding channel innovation line (hot pot restaurant storm), and commanding heights of brand promotion (earthquake/kloc-0.1 billion donations). This is one of the most classic cases of differentiation. Behind product innovation is product differentiation. Taking jujube as the first menstrual date in China is unprecedented. Moreover, red dates are cultivated by menstrual jujube joint health experts and traditional Chinese medicine nutrition experts in Tianshan, Xinjiang, and are exclusively bought out by jujube gardens. Only when the product itself is fully differentiated, there must be differentiated highlights when choosing products, so as to attract more potential consumers and have better transactions.

2. Brand personalization

The connotation of brand personalization is the tonality of the brand, what is the concept conveyed by the brand, and whether it has its own uniqueness in the fierce competition of the Internet, so as to gain a foothold, not seeking the love of the whole people, but seeking the love of fans. Being a brand is the same as being a man. Now the era of covering everything is over. Facing the diverse choices of users, giving full play to their own characteristics and advantages will definitely stand out. .

3. Socialization of products

The socialization of products is divided into two parts. The first product itself has the elements of mobile social network communication, and the second product has topic communication in social scenes. On the basis of reliable products, with communication, there will be word-of-mouth communication. Nowadays, when netizens choose a product, friends' word-of-mouth recommendation is far better than seeing your overwhelming advertisements. Since I made jujube, Zaowechat has more than 4,800 friends, most of whom are recommended by my users and searched online. It can be seen that the socialization of products is very important in the future mobile Internet.

4. Convenient transactions

The convenience of transaction depends on the development of mobile Internet, and you can place an order for shopping anytime and anywhere. The most important part is trust. The development of traditional e-commerce relies on third-party payment, such as Alipay, to eliminate distrust among strangers, while WeChat commerce/social e-commerce emphasizes people-centered interpersonal relationships, strengthens interpersonal communication, builds trust, and makes transactions natural.