Brand is the emotional and rational cognition of consumers about your product/company, but it does not mean that product companies do not need to formulate brand positioning, but they must be consistent in what they know and do, that is, the brand must be consistent in what they say and do. Only in this way can you make consumers see you in the way you expect and choose you from the many choices in the market. Even the smallest companies have their own brands. This is the same whether they are domestic or foreign.
Therefore, how can a cross-border e-commerce company quickly build its own brand? Brand positioning is very important, so much so that the five elements of the brand (① brand name; ② brand logo; ③ brand creed; ④ brand audience; ⑤ brand story) are all for its service.
Brand positioning is the emotional and rational cognition of consumers about your product/company, and it is very difficult to change consumers’ cognition. For example, Taobao is now the largest C2C online shopping platform. If you say you want to be a C2C that is bigger than Taobao, consumers will not believe you, and your positioning will hardly succeed. Baidu’s Youa and Tencent’s Paipai, even if Baidu, the Chinese search leader, has more traffic and Tencent has more QQ members, it cannot change consumers’ cognition.
How to position your cross-border e-commerce product (enterprise) brand? How to find accurate brand positioning and win a favorable position in the market? In the current situation where the price war of large platforms swallows up all small brands, how do small and medium-sized enterprise sellers position themselves?
What do we need to do before determining our brand positioning?
The target market we study should answer the following questions:
(1) Under what circumstances will consumers need and buy our products?
(2) What are the specific characteristics of the products you sell and in which product category?
(3) In the perception of consumers, what is the market share of the leaders and competitors in your product market?
(4) What do consumers like and dislike about them?
(5) Is there a market gap that your brand can fill?
Based on the above questions, here are four effective positioning strategies for small and medium-sized cross-border e-commerce companies. Brand positioning strategy 1: Become the first in the category
For example, lotsofbuttons.com became the first brand positioning strategy – The largest button website in the world. lotsofbuttons.com is a vertical fashion cross-border e-commerce company in Hong Kong, Asia. With its super-complete categories and the largest number of products, it also provides various types, sizes, shapes and designs. The procurement cost in China is low, and the headquarters is located in Hong Kong, China. It is efficient and meets the needs of customers all over the world, making it the first in consumer cognition.
Brand positioning strategy 2: Opposites (what is, what is not)
Opposites brand positioning is relative or opposite. What is, what is not. For example, mobile phones for young people and mobile phones for the elderly. It is men’s socks, not women’s socks.
Brand positioning strategy 3: Become an expert product
What is expert product positioning? It means being very focused on a certain product. For example, Don’t Eat With Your Hands (www.eatingtools.com), an online seller of dining tools in the United States, each of its dining tools is made by famous craftsmen, with stories and excellence. Another example is Apple mobile phones (www.apple.com), which focuses on vertical mobile phones. It is launched generation after generation, constantly revolutionizing, updating and improving.
Brand positioning strategy 4: Filling the gap
For example, an American company specializes in making bras for young, lively and fashionable girls. The bra industry for young girls. (www.yellowberrycompany.com).
The above are four brand positioning strategies that can be applied to your cross-border e-commerce product business. Developing a favorable brand positioning for your cross-border e-commerce products or enterprises can occupy or win the hearts of consumers in the fierce market competition. However, brand building cannot be completed in a day or two, and the same is true for brand positioning. It requires time and hard work.