1. Purpose of store positioning
Store positioning is the starting point of business operations. Through store positioning planning, product and brand differentiation can be achieved. First, based on differentiation, design from multiple aspects such as product features, style, packaging, and visuals can resonate with consumers’ psychology, and make them accept and recognize products and brands, thereby occupying a favorable position in the minds of target consumers. Secondly, based on reasonable store positioning, enterprises can optimize the overall image of the store for target customer groups, making it closer to the psychological needs of target consumers and helping to form a good brand image in the minds of target consumers.
2. Steps of store positioning
(1) Market analysis: Analyze various factors and their dynamics and trends that affect changes in supply and demand in the target market. Mainly includes analysis of relevant domestic and foreign policies, market demand and scale analysis, and business model and platform selection analysis.
(2) Industry analysis: Analyze the target country market, buyer portraits, business opportunity potential, category performance, keyword popularity, etc. to understand the overall and segmented market conditions of the industry.
(3) Enterprise analysis: In addition to overseas market research, industry market research and customer analysis, store positioning also requires considering the company’s own capabilities and core competitive advantages and conducting enterprise analysis. Enterprise analysis refers to the process of identifying and analyzing the resources that the company has for future competitive advantages. Enterprise analysis includes company size, supply chain and production and R&D capabilities, team strength, qualification certificates, business objectives, corporate competitiveness, etc.
On the basis of market analysis, industry analysis, and enterprise analysis, market positioning, product positioning, and enterprise positioning can be carried out to further clarify store positioning.