For Amazon merchants, how to form their own brand has become one of the criteria for judging whether they can form a business moat. The essence of a brand is that the brand owner’s products, services or other advantages that are superior to competitors can bring equal or higher value to the target audience than competitors. Kotler, the “father of modern marketing”, defined in “Marketing” that a brand is a set of specific characteristics, benefits and services that sellers provide to buyers for a long time.
If an Amazon merchant wants to form his own brand, he must have a sufficient understanding of his product positioning and user audience, which requires refined operation methods such as product portraits and user portraits.
In the field of product positioning, the price positioning of the product belongs to the core of product positioning, and the price itself will be affected by competitors. Therefore, operators can try to use the exposure price distribution analysis in the product portrait to find the price positioning of their own products.
In user audience analysis, finding the attributes of core users becomes the key to the problem, and the regional distribution of their user attributes is one of the most critical attributes. Therefore, operators can perform data analysis on order reports to find the distribution of their own brand/store users.
Through the analysis of the cumulative distribution of orders in different regions, operators can know which regions’ users recognize their brands and products, and in subsequent operations, they can provide targeted products and services for these regions with high brand loyalty.
In addition to product portraits and user portraits, the refined operation system also includes ideas such as product life cycle management, store group management, and refined advertising optimization.