How to build a global brand is actually a very big proposition. When it comes to brands, it reminds me of an online novel I read when I first came to Shenzhen, “Shenzhen to the Left, Heaven to the Right”. There is a sentence in it that says: If you love her, take her to Shenzhen, because it is heaven; if you hate her, take her to Shenzhen, because it is hell. In the words of the brand, that is: If you love her, let her build a brand; if you hate her, let her build a brand.
I have been operating the ORICO brand for 7 years. In my opinion, products are very important in brand building. The goal of building a brand is to become a leading brand in the e-commerce category. To achieve a leading brand, I think there are two very important aspects: first, your research and development, you must have the ability to develop leading products; second, production and manufacturing. It is not enough to just develop it. You also need to have the ability and a strong supply chain to produce and manufacture it. What I am going to talk about below is mainly about building a global brand in terms of products.
As a brand, how do you plan your products? If you want to build a brand, you either don’t do it, or you want to be the best. How to be the best? First of all, the most important thing is to have the concept of deep cultivation of categories. In fact, compared with traditional markets, e-commerce is very convenient. You can use a lot of data, such as software, even manual methods, or even the method of purchasing Alibaba’s data to imitate. In short, you can easily see the situation of this market. So if you want to build a brand, you must have a positioning. What kind of market do you want to position yourself in? What is the market in the field of e-commerce? In fact, the category is the market. You can make a simple analogy. The e-commerce category is the e-commerce market. There are many products, many sellers, and many brands in this category.
In terms of the depth of the product, how deep is this product actually? This depends on how deep your understanding of this category is, because we all know that any product has attributes. Take the company’s second largest product line as an example. USB has many extensions, 4-port and 7-port. This category is a molecular category, and this sub-category and subdivided category is the subdivided market in the traditional market. In fact, this subdivided market corresponds to the product sales attribute.
For example, there is a huge market for mobile power supplies, which are divided into convenient mobile power supplies, business mobile power supplies, and car mobile power supplies, etc. These are all product attributes. In fact, according to product attributes, you can easily find market segments. Therefore, through the analysis of market segments by product attributes, you can clearly understand e-commerce and market layout.
When making products, don’t be “big and complete”, especially at the beginning. You should start with segmented categories. After you have done a good job in a segmented category, you can slowly expand your category. If you have the ability, if your research and development and funds can keep up, I personally think that “big and complete” is not a bad thing, but your energy and operational capabilities must keep up. So when building a brand, there are actually not too many complicated techniques. Just two words, “die hard”.