Before understanding “branding”, first think about what kind of benefits we want to get if “branding” is successful:
(1) There is no need to test the money, but you can rely on stable The customer base has increased sales, significantly shortened the new product growth cycle, reduced product refund rates, and increased user review ratings.
(2) Store products are no longer “many and miscellaneous”, but “fewer and refined”, which greatly enhances the life cycle of products, improves operational efficiency, and has its own self-media promotion station and even later. An independent website with its own stable customer base and market positioning.
From the practical process of these benefits, we can divide “branding” into 3 obvious stages:
(1) The product marketing stage in the early stage of branding. At this stage, products and sales are still the core indicators. At this stage, the brand is just an accessory. It cannot be lived without but is definitely not the center of operations. At this stage, brand operators need to design brand LOGO, product/brand brochures, product hangtags, and brand slogans/concepts. At the same time, they need to create and promote several products with good market potential and the ability to control quality, and establish their own first batch of products. brand users.
(2) The brand marketing stage in the middle stage of branding. At this stage, the store already has a certain number of users, so the focus of marketing changes from the product to the brand itself. At this stage, brand operators need to accurately locate their own user groups, including population composition, user geographical distribution, user preferences, consumption capabilities, etc. At the same time, based on these data, they begin to stabilize their market share and positioning, and integrate product quality and user services. Strict control has resulted in a steady increase in overall store sales.
(3) Brand promotion stage in the later stage of branding. At this time, the store has accumulated a certain number of loyal customers and has a stable number of popular items on sale, and there is limited room for growth in Amazon’s performance. At this time, the focus of branding should be on developing off-site on Amazon, broadening promotion and sales channels, establishing Facebook Shops, Instagram Shops and independent sites, and broadening brand awareness through KOL off-site promotion, cooperation with relevant vertical forums, and media advertising. And gradually try the B2B overseas agency model. For the U.S. market, e-commerce only accounts for 10% of total domestic consumption. If the brand is successfully established, the offline market still has great potential.