Generally speaking, product positioning depends on four factors: target market positioning, product demand positioning, product testing, and marketing mix positioning.
(1) Target market positioning. Determine the overseas target market through big data and determine the subdivided consumer groups, that is, understand who to serve. For example, the mid-to-high-end markets in developed countries in Europe and the United States or some other countries focus on the high quality of products: the Middle East, India, Russia and other countries or regions pay more attention to the cost performance of products.
(2) Product demand positioning. According to the market’s consumer demand for products, determine the category, grade, product composition, function, appearance and overall acceptance of packaging of products to clarify the competitive advantages of products and clarify the initial positioning of the target market.
(3) Product testing: This is the consumer’s consideration of the company’s capabilities, including corporate management, technology development, procurement, period accuracy, marketing, products and quality, and risk strategy analysis. Then, according to market demand, find the focus of product promotion among competing products.
(4) Marketing mix and basic marketing strategy. In the process of cross-border platform operation, do a good job in product market services and improve the overall sales strategy of product branding. This is a process of organic combination of product price, channel strategy and communication strategy.
Enterprises should start from the product itself, control product quality, do more research on product materials, packaging, publicity and other aspects, keep abreast of competitors, and grasp changes in the market and consumer consumption habits through market research, and revise product positioning when necessary. Product positioning planning and implementation should be based on the market, not determined by subjective consciousness. It should be guided by market positioning, customer-centric, create product features, and establish a good brand publicity image to increase customer stickiness to the product.