The essence of cross-border e-commerce market positioning is to find and strengthen differentiation, which can generally be achieved through the following four steps.
(1) Positioning preparation. Through the above market research, decompose the market segments, establish the target market, and further analyze the competitors and their selling points within the scope of the target market according to the long tail theory. This step is basic work. As long as you know the method and invest enough time and energy, you can do it well.
(2) Find differentiation. Avoid the strong selling points of competitors, or use the weaknesses contained in their strengths to establish your own differentiation. If you can’t find it, do further segmentation until you can clearly find a concept description to distinguish yourself from your competitors. This step should be carefully thought out, and sometimes you need to break through limitations. Cross-border thinking is conducive to achieving breakthroughs.
I think that improvements in taste and packaging are the basis, while breakthroughs in marketing selling points are the key. (3) Convert concept descriptions into selling points. Converting differentiated concept descriptions into selling points is a key step in building a brand and requires unrestrained creativity, which will be explained later. Refining selling points should be based on differentiation and face the fourth step of communication. -Generally speaking, selling points can be refined from the following aspects.
Based on specific product features
Based on specific occasions and purposes
Based on the benefits obtained by customers
Based on the type of user.
(4) Continuous communication and implantation in the mind. Positioning must first be integrated into all aspects of the internal operations of the enterprise, that is, to build a brand, and ultimately it must be transformed into the consumer’s mental model to be successful, which requires communication, that is, to concentrate the power of the selling point on the differentiated positioning in the minds of consumers. Communication usually needs to be continuous, accurate, and saturated, which will consume a lot of resources. At the same time, it needs to be continuously optimized to implant the positioning in the minds of customers.