No more burning money! Learn 3 low-cost, practical tips for building an e-commerce brand and acquiring customers.

E-commerceMust-read for business owners: 3 high-ROI branding strategies to increase your product's premium price by 200%.

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Let me first share my feelings.

Over the years, I've met many friends who run e-commerce businesses, and many of them immediately want to build a brand. They hire design companies to create logos, hire people to write brand stories, and talk about "originating from..."Life"A passion for life," "A tribute to every one of you who strives"—I'm always moved by these kinds of phrases. It's not that they're wrong, but the order is wrong.

I know a friend who makes small home appliances, and his brand is quite successful on Tmall now. But do you know how he started? It wasn't based on any brand concept; it was just a mini juicer that cost 69 yuan. It looked like a cup, and you could use it by plugging in a USB cable. With just that one product, he sold over 8 units in a single month.

Only after acquiring this group of users did he begin to think about branding.

When building a brand, the order is more important than you think.

This really struck me. Frankly speaking, the e-commerce brands that truly succeed often don't rely on a brand story first, but rather on a blockbuster product.

The phenomenon of "blockbuster products" is fascinating. They determine the type of users you attract and ultimately, your brand's future position. A 9.9 yuan phone stand attracts price-sensitive consumers. A 200 yuan designer desktop organizer attracts those willing to pay for aesthetics. Where do user profiles come from? Not from your office ideas, but from the natural selection process of blockbuster products.

A blockbuster product is the true starting point for a brand.

What happens after you have a hit product?

Many people think that as long as a product becomes a hit and makes money, that's enough; just quickly scale up the market and make a fortune. But in my own experience, if you only treat it as a tool for making money, you're wasting its greatest value.

The true value of a blockbuster product is that it serves as a brand entry point.

Don't rush to make money from a blockbuster product. Make the price impactful enough, maximize exposure, and maximize user base. At this stage, every penny you lose is buying traffic for your brand. My friend's approach was to barely make money on the juicer itself, but every person who bought one would receive a card with a QR code to join his social media group. The group promoted another product: a portable juicer set that came with it, which had a much higher profit margin. A blockbuster product...drainageThe subsequent products will generate revenue.

This logic sounds simple, but very few people can actually do it. Why? Because when you see a top-selling product selling thousands of units every day, the temptation is too great; you can't resist raising prices and wanting to make more money. But if you raise prices, you lose traffic and your customers scatter. Only by resisting this temptation can you build a brand.

Content e-commerce transforms products into a lifestyle.

Let's continue our discussion on content e-commerce.

Once you have a blockbuster product, you absolutely must engage in content-driven e-commerce. Many people overlook this step. Shelf-based e-commerce can only display products—a picture and a short text—and users leave after viewing. But content-driven e-commerce is different; it helps you thoroughly explain the concepts, scenarios, and perceived value behind the product.

Let me take that juicer as an example again.TaobaoThe above are just a few pictures, but when it comes to TikTok/Vibrato和XiaoHongShu(小红书)Everything is different now. Some people are making vlogs of themselves making a glass of juice in a minute in the morning, some are making funny videos of secretly juicing in the office, and some are using it to replenish vitamins after a workout. All this content combined has transformed that 69-yuan juicer from a "cheap product" into a "lifestyle choice." Users remember not the price, but the experience.

What is a brand? A brand is the association that comes to mind when a user thinks of something. E-commerce platforms can't build this association; only content can.

To be honest, I'm still figuring this out myself. At the beginning of my own e-commerce project, I wasn't very good at creating content either; I just took photos of the products and posted them, but nobody looked at them. Later, I learned to put the products into real-life scenarios and into users' lives, and the results gradually improved. It might be a bit clumsy at first, and it takes longer than you expect, but this is definitely a necessary stage.

Three strategies to break the deadlock: creating a blockbuster hit, establishing a strong content presence, and combining various approaches.

Having discussed so much, looking back, the whole logic can actually be condensed into three moves.

The first strategy is to create a blockbuster product to break through the market. Don't start thinking about brand stories right away. First, use a product to carve out a niche in the market, use a blockbuster product to define your positioning, and let the first batch of users know who you are.

The second strategy is to establish your brand through content. After you have a hit product, don't just sit on the shelf and sell it. Go to platforms like Douyin and Xiaohongshu to create content, explaining the scenarios and value behind the product. Only then will users truly remember you.

The third strategy is to leverage product combos. Don't rush to make money from a hit product; treat it as a brand entry point and use subsequent product combinations to generate profits. Without product combos, a hit product is just a one-off traffic-generating business.

These twelve characters are the core essence:Hit content paves the way, content establishes a foothold, and a combination of strategies yields significant profits.

Write at the end

In conclusion, my feelings can be summed up in one sentence.

A brand isn't something you shout about. It's not something you can create by spending tens of thousands of dollars on a brand story and placing a few ads. A brand is built with blockbuster products, compelling content, and a robust product portfolio. The order is crucial: create blockbuster products first, then build content, and finally, generate profits through a diverse product portfolio. Each step has its pitfalls, but none can be skipped.

I don't know if these ideas are mature or not; they are just some genuine feelings I've had over the past few years. If you're also on the path of building a brand, I hope they'll be helpful to you.