Dry sharing: good e-commerce, how to shape their own brand?

In this era, the price war will only lose, only to shape their own brand to enhance competitiveness.

Why is the cost of almost the same thing, people's prices are several times higher than our store is still best-selling, our family but no one asked? In this era, the price war will only lose, only to shape their own brand to enhance competitiveness. Mr. Emma told you how to shape the brand tone.

First, the development of three e-commerce era

E-commerce development from 07, 08 years around the 1.0 era has been gradually in-depth, but also gradually from the chaotic period to the brand period. Traditional e-commerce we more traffic, hit the explosion and on the activities, our traditional e-commerce stage to do is mainly to meet the basic material needs of consumers. However, for the current brand e-commerce we need to do more brand concept, product sentiment and visual standards to better meet consumer requirements.

This picture is about the establishment of the whole brand system. From concept identification, product identification to user experience, visual identification standards, etc., which is the complete means of shaping the brand store. Among them I want to focus on mentioning the fixed multiplier. With the various costs getting higher and higher in the past two years, it will be very expensive for us to attract traffic. Before we focus on the conversion rate, but why is it still difficult to improve sales? In fact, the important reason is that you do not sell expensive enough, but also your fixed multiplier is not high enough. What is the fixed multiplier? Fixed multiplier is to assume that you sell 100 yuan of things 300 dollars, then your fixed multiplier is 3, so the fixed multiplier is not high enough, resulting in your sales are not able to break through so that there is no more money to earn, there is no money to earn resulting in your inability to provide better products and services, and there is no more budget to do the introduction of traffic and exposure. So we need to focus on the fixed multiplier.

Second, why pay attention to the fixed multiplier and the factors affecting

First of all, the simple page can not solve all the problems. Why? Because a simple home page, activity page or details page, can only solve the problem of the page. In fact, the real card end of the problem is no way through the design, artwork to solve the problem. Why is the artwork often unable to follow the operation of the idea of design? This is actually the problem of shaping the brand.

So what is the point of branding? Suppose we go to register a trademark, then this is just a trademark, can not be called a brand. What is a brand? Putting aside anything else, it is to see whether it has a brand premium, whether it has a brand value, whether it can be sold more expensive, which is called a brand. So the key to brand value is to increase the fixed multiplier so that you can increase profits.

Let's look at what are the key factors that determine the fixed multiplier?

So, unless it is some special categories, generally about 3 times the fixed multiplier is very difficult to survive in the whole future of the e-commerce competitive environment, because the profit is too low, you do not have the means to have more money to support your good products. From the picture, the higher the fixed multiplier is the higher, which shows the importance of emotional communication and psychological identity.

Third, the value of the brand

We take this store selling shapewear as an example, the above picture is their home before the page picture, we can see that this is actually just simply re-sell this product, double padded shapewear, abound in Taobao, so how do we capture the needs of the age group of 20-year-old to more than 30 years of age of the women who love the beauty of the demand it? What do they really need?

This picture is the page after the revision of the picture, it gives consumers the feeling of luxury, noble, elegant, perfect, then this time will produce a sense of communication on the consumer as well as psychological identity, so that consumers are more willing to go to buy your family's products. We can look at the sales situation after the revision:

This is the value brought by the brand, we are not actually selling the product, but to sell what we advocate, consumers want to a way of life, to create such a feeling to, we and other people's products are different. In fact, we are surrounded by a lot of chopping party are enjoying the pleasurable nature of the purchase, we if we can do product sentiment, shaping the product emotional value, then consumers are more willing to come to buy my products, not because our products make her become our store loyal fans, but our brand let her always choose us.

We can look at Maslow's hierarchy of needs:

To buy clothes, for example, we buy clothes to ward off the cold is the physiological needs; we buy good quality clothes wearable is the need for safety; we buy popular good-looking clothes is the social needs, is a sense of belonging; we buy fashionable clothes is to respect the identity; we buy a limited-edition evening gown Chanel is the self-fulfillment, resulting in a sense of self-pleasure. pleasure. Then our products are set in which layer of demand determines the product unit price, fixed multiplier. And the building of a good brand is an important driving force towards the top of the pyramid.

We can look at the following three products:

The picture is actually just selling a seasonal down jacket, can only be regarded as a more popular clothes, so it can only be sold to less than 200 dollars. Then look at the middle of this, she presented to the consumer is not only the clothes themselves, or a kind of self-confidence and aura, when consumers see will go to imagine have this clothing after the self-confidence brought to their own aura, which meets the consumer's spiritual needs, so she can buy to 900 dollars. The third one is mainly for women around 35-45 years old, what is their spiritual demand? This kind of women with age, most of the income is relatively can, they will be very control, want to drive men, in fact, we need to do just need to put the consumer's inner potential demand through the picture to show out.

So we can get such a formula: brand value (brand tone presentation) = brand symbol + EVI import.

Four, how to find the brand symbol?

These are Chanel's various types of perfume ads, we can find some **** the same characteristics from these posters: Chanel is not only selling perfume itself, it is important to Chanel in the transmission of women's sexy and self-confidence. Perfume is to bring women confidence, elegance, sexy tool, is through the spiritual value of the molding to let consumers identify with its values. What the brand conveys is the charm of self-confidence, a woman's assertion of herself, and that is what it conveys. We can see that all of Chanel's advertisements, posters, and models are presented through this brand symbol. Chanel represents a style, a unique style that lasts forever. Meticulousness, luxury and never-fading popularity are the spirit of Chanel, which is why it can become a brand.

Another example is H?agen-Dazs. The classic H?agen-Dazs commercial line is: Love her, treat her to H?agen-Dazs. Every season of their commercials are related to couples, which actually binds ice cream and love together, using H?agen-Dazs as a symbol of love, similar to Tiffany and Cadia. Incorporating this emotional appeal of love created these brands.

So we summarize the following:

1, first of all, we need to let the product have a symbol, so that the brand has a symbol;

2, what the brand symbolizes, what your brand stands for;

3, what is the character of your brand.

So how do we find out? We still return to Maslow's Hierarchy of Needs:

In the Hierarchy of Needs, we focus on how we can satisfy the consumer's need for belonging, emotional needs, and self-worth, and sense of fulfillment. For the top level we may not be able to realize and complete, this is only those high-end products can be satisfied. So how should we fulfill the needs of belonging and respect? Here are a few examples of standardized cases:

We all know that it's hard to pick out the difference between men's razors and razor blades, which can satisfy physiological and safety needs, and this is the time to fight for belongingness and respect, which we need to locate for different groups of people. For example, for the industry elite men, what is important to them? Face. So for this type of male Panasonic out of the left side of this product, publicity: face, can not tolerate the slightest not whole, which must be as rigorous as the contract. And for fashionistas, fresh meat, they care more about the face value, so Panasonic launched the right side of this: face value, is the key to fashion. Of course, the outside is as important as the inside. Through such a way, it quickly attracted a large wave of consumers. When everyone's saying how good my razor is, Panasonic elevated the razor to the spiritual level of men's needs, and spoke to men's hearts, which is why it was so successful.

Let's take a look at the case of the United States of America ironing machine:

The United States of America ironing machine and Belle Reade in the competition category is very fierce, the United States want to break through the existing pattern, sitting stable category deal. Therefore, first of all, the crowd data was analyzed

By data analysis can be found, hanging iron consumers are mainly concentrated in the first and second-tier cities, these cities are higher economic and cultural level, people can contact the more trendy and avant-garde concept of life, so the quality of life requirements are relatively high. Consumers are mainly female, age range 18~34 years old, of which 18-24 years old are college students and just entered the social crowd, their demand for hanging iron in the 'cheap' 'practical' stage, while 25~34 years old buyers have certain economic strength, and have a certain pursuit of the quality of life. Quality of life has a certain pursuit, so this age group is more suitable for the United States of America hanging iron product user positioning.

After the U.S. launched several kinds of appearance of fashionable ironing machine, and with friendship, love, affection, and the realization of self-worth linked to the following kinds of products:

We can see through the figure below how the U.S. to achieve the product to meet the needs of the urban beauties:

From the previous promotion of functionality to the expression of the emotional appeal of the current conversion, when the brand symbol of the change of how? What is the result after changing the brand symbol? The answer is in the data chart below, so I won't explain.

For their own brand symbols, you can combine the above cases to find.

V. Visual Norms

First of all, we all know that everyone's aesthetics and habits are different. We will find that if the brand image is not unified, consumers can not remember.

Secondly, different artisans have different aesthetics and make different things. If you have more than one artisan in your house or change artisans frequently, then you will find that it will create conflicts and arguments. A real brand recognized by consumers will have a complete set of complete visual system, which is what we routinely call VI, so what does EVI mean? It's the Electric Vehicle Identification System, which is very different from the VI we routinely see.

When we see Lei Feng, we tend to associate with the Lei Feng hat; when we see the Monkey King, we tend to associate with the tightly banded spell; when we see a mole above the sexy red lips, we tend to associate with Marilyn Monroe. So why do we associate it, it's because there are some very distinctive signs and characteristics in all of these people. So for our brand, your brand can only be remembered by consumers if it has a distinctive symbol and personality, as well as a very memorable external presentation. But just have iconic is not enough, you must always go along, and is unified along, can not change. Such as Hitler always keep that kind of moustache, the Monkey King is always that kind of image, only then can give consumers a deep memory.

Establishment of cognition has the following four design core, the total **** there are six modules to specialize in the establishment of your own brand of a recognition of the system, as Marilyn Monroe's logo of the sexy red lips and the mole as well as that a few actions, is the whole person of her external characteristics. We disassemble to the e-commerce brand, also has these elements. We disassemble and then one by one to complete, after the combination of the time, your unified brand tone and image will arise.

Let's take a look at the elements of the visual specification, we mainly talk about the page color scheme, font use, brand live symbols, brand graphic symbols four elements.

Establishing consumer awareness, which has just been covered in the course, is what is the symbol of my brand. First you have to have the perception, first you have to have the brand symbol, and then the corresponding graphics, fonts, color scheme. So what is our part about the visual? It's the color scheme, which stimulates the consumer's desire; the second is the font, which attracts the consumer's recognition, and the third is the graphic, which evokes the consumer's memory. These three are not independent, but are used in combination so as to become the unique visual image of the store and form a unique store tone. Many people will say, what is the store tone? Store tone is the store's unique personality characteristics through the visual presentation. Then we dismantle it is actually these points:, first of all, there is a symbol of the brand, it is personalized, it is soulful; secondly, whether your color scheme, fonts, graphics are all differentiated, in line with the needs of your brand.

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