Product positioning mainly consists of the following steps:
(1) Analyze the products of competitors of cross-border e-commerce enterprises. Here, we mainly analyze the cross-border e-commerce enterprises themselves and the products sold by competitors, which is a good starting point for positioning.
(2) Find out the differences. Compare your own products with those of competitors, and compare the negative and positive differences in the target market of the products. Sometimes, the surface of the product shows negative effect differences, but perhaps positive effects can be discovered.
(3) List the main target markets. This helps to better position some products.
(4) Point out the characteristics of the main target markets. Some characteristics of the target market’s needs, expectations, etc. need to be written out concisely.
(5) Position the target market needs of the product. Next, it is necessary to effectively combine the characteristics of the product with the needs of the target market and the expectations of consumers. Sometimes, marketers need to draw many lines between the target market and product characteristics in order to explore the most important expectations and needs of consumers that are not met by the company’s products or competitors’ products.