To run a good account, the core is people. This is a common sense issue. The key is to analyze the operational data. It takes more effort to refine the level. There are not many skills at the data level or the testing level. It is nothing more than optimizing all the processes through continuous testing and feedback. Therefore, the operators of fan accounts on Facebook also interacted through more than a dozen different types of posts at the beginning, and finally won the favor of the people with the highest interaction rate through user-oriented tools and means, and so on.
Building a brand is not just about building a “small and beautiful” brand. One thing that I feel particularly deeply is that in a sense, e-commerce is about selling pictures, emotions and personalization, especially when building a brand, and the same is true for channel brands.
So there are different focuses in the early, middle and late stages of a brand’s creation. In the early stage, more emphasis is placed on the function of the product. In the middle stage, the emotional appeal will increase significantly. In the later stage, diversified content is needed, including offline operations for fans. Xiaomi has many offline operations in China, and in fact, it also has many fan club operations overseas. In the middle stage, there will be certain challenges for overseas brands, and they need to create relatively emotional materials. In the later stage, differentiation will have higher challenges and requirements for emotionalization and personalization. Of course, a very important point is that products and fans should guide each other, and the software must have strong traffic guidance capabilities.