Full analysis of Lazada store and product positioning strategies
On the Lazada platform, the positioning of stores and products is a key factor that every merchant needs to clarify before starting a business. Proper positioning not only affects product selection, but also determines the overall business strategy. The following is an analysis from the dimensions of crowd positioning, product positioning and price positioning.
1. Crowd positioning
The success of the store is directly related to the positioning of the target group. This includes gender, age, social level, hobbies, spending power and living habits, etc. However, behind clarifying the target group, it actually lies in clarifying who the product is to be sold to. For example, if you target outdoor athletes, you need to consider their needs, such as sportswear, off-road backpacks, and sports accessories.
Take ZANZEA as an example. The brand’s product categories revolve around women’s clothing, including dresses, T-shirts, shirts, etc., which fully reflects the effectiveness of the strategy of derivative products through crowd positioning.
2. Product positioning
Product positioning is very important. It not only determines the overall style of the store, but also affects the page structure. Broadly defined product positioning includes target market positioning, product demand positioning, differentiated value and other elements. High-quality product positioning can increase dissemination and repurchase rates. For example, different styles and styles of clothing products often have a negative impact on consumer choices.
In addition, the management of fewer SKUs can enhance the stability of the supply chain and facilitate product operations. This strategy is particularly obvious among some merchants.
3. Price positioning
Price is the core factor that determines product and packaging positioning and marketing strategies. High cost performance is the focus of the mass market, while niche or special products are usually limited by brand influence. When brand merchants have strong brand influence and quality assurance, they can successfully achieve high profits and sales. For example, there is a Lazada auto and motorcycle parts merchant whose unit price is between 150-300 yuan. It is precisely because of the clear product positioning in the early stage that it can still achieve a profit of 2,000 yuan with an average of 30 orders per day.
4. Comprehensive product selection and strategy
Successful merchants often adopt the strategy of “mainly on-site, supplemented by off-site” when selecting products, and conduct refined operations based on the market selection and characteristics of each platform. Through data-driven market demand analysis and continuous supply optimization, merchants can achieve rapid start-up and long-term growth of stores.
In the process of target discovery and product selection and positioning, merchants need to clarify their own advantages and the profit potential of their products to ensure that the input-output ratio is maximized.
In short, clear store positioning and product selection strategies are the key to the success of every Lazada merchant. By comprehensively considering the population, products and prices, merchants can more effectively meet market demand and improve operating efficiency.