Product positioning determines the store and page structure, thereby affecting the overall style. There are also many product positioning dimensions. Broadly defined product positioning includes target market positioning, product demand positioning, differentiated value, and marketing strategy positioning. It must also be considered We won’t analyze too much here the spread rate, repurchase rate, and purchase demand. For example, the clothing category is the most obvious example. Different styles and styles will also have a negative impact on the consumer group. Retro style and linen fabric clothing are popular among Internet celebrities. There are many types of products, and the same product has fewer colors and sizes or is mainly one-size-fits-all. This is an advantage for merchants. Fewer SKUs are more conducive to supply chain control and product operations.
Price positioning
Price positioning is relatively core, because price determines product and packaging positioning, marketing strategy, and inversely determines the target group. If it is a general public product, it will be cost-effective ( Spending the least money to buy the best thing) is the key, unless it has brand influence, or it is a specialty product or a niche product, because whether it is domestic, European, American or Southeast Asian regions, the price will indeed determine the product to a large extent. Sales. This is also the reason why brand merchants can have high profits and high sales today. Because they have brand influence and quality assurance, leading merchants such as ZNT and Ugreen have the advantage of brand and cost-effectiveness. This is what everyone often says. Price advantage: But different products are different. Because of the particular attributes of some products, buyers pay more attention to the quality of the product itself and other factors, such as products with very vertical and niche positioning. There used to be a Lazada auto and motorcycle parts merchant. His unit price ranged from 150 to 300 yuan, and his average profit margin was about 40%. Although the product sales were not high, with an average of only about 30 orders per day, this product had an average of 2,000 orders per day. RMB profit margin. The positioning of this merchant has been very clear from the beginning, and the focus is on cultivating a variety of such products in the store.