Ko dzidziso yekumisikidza brand ndeyechinyakare here? Internet super brands ndiwo maitiro matsva

PositioningIyo dzidziso yekuti bhizinesi rega rega rinofanirwa kuve nemhando yaro yechinyakare? Iyo pfungwa nyowani yekushambadzira yeinternet yakaburitswa!

Uchiri kutenda kuti "bhizinesi rimwe, mhando imwe" ndiyo nzira yekuenda nayo? Muka! Pfungwa iyi ndeyekare muzera reinternet!

Chinyakare dzidziso yekumisikidza inotiudza kuti mhando inoda kuve nenzvimbo imwe chete yekubudirira, uye bhizinesi rega rega rinofanira kunge riine mhando.

Semuenzaniso, Zhang San anotengesa shangu, uye mhando yake inonzi "Run Fast"; Li Si anotengesa mvura, uye mhando yake inonzi "Qingqingquan".

Izvo zvine musoro zvinonzwika zvine musoro: vashandisi vane huropi hushoma, uye kusavapa nzvimbo yekurangarira zvakaenzana nekupa bhizinesi kune vamwe.

Asi nhasi, mashandiro anoita internet akapidigura zvachose mutemo wesimbi uyu. Alibaba muenzaniso mupenyu.

The Golden Age yePositioning Theory

"Bhaibheri" rekutengesa muzana remakore rapfuura rinenge rose rakataura nezvechokwadi chimwe: kutora pfungwa dzevashandisi.

Saka, dzidziso yekumisikidza yakatanga kuvapo.

Dzidziso iyi inotaura kuti kuziva kwemushandisi kwakafanana nebhodhi duku riri muuropi, riine simba shoma rokuyeuka. Kana makambani akagadzira mhando dzakawandisa, zvinongovhiringa vatengi.

Ichi ndicho chikonzero nei Coca-Cola achingoshanda semutauriri we "mufaro" uye Nike anongoshevedzera "Just Do It". Kunyanya kutarisa kukunda.

Inonzwika zvakakwana, handiti? Dambudziko nderekuti, dzidziso iyi chibereko chenguva yeindasitiri. Kare ikako, kutaurirana kwemhando kwaitsamira pakushambadza kweterevhizheni uye kudhinda midhiya, uye zvaive zvechokwadi zvakanyanya kuti brand ipinde mumusika mumwe chete.

Indaneti inoputsa zvipingamupinyi zvekuziva

Apo Indaneti yakaonekwa, mitemo yekuziva yakachinja zvachose.

Sei? Nekuti traffic yakaunganidzwa uye musuwo wakabatana.

Semuenzaniso: UnovhuraTaobao, unogona kutenga zvese - zvipfeko, zvekudya, matikiti endege, zvinhu zvakamboshandiswa. Zvinoenderana nedzidziso yechinyakare yekumisikidza, iyi ingori njodzi, nekuti izwi rekuti "Taobao" harina kujeka mupfungwa dzevashandisi. Ipuratifomu yekutenga here kana webhusaiti yekufambisa?

Asi chokwadi ndechemashiripiti: vashandisi havana kuvhiringidzika zvachose.

Sei? Nekuti bhaa yekutsvaga iri ipapo. Kana iwe uchida matikiti emhepo, iwe unotsvaga "Feizhu"; kana iwe uchida kutenga zvinhu zvakashandiswa, iwe unotsvaga "Xianyu"; kana uchida kutora, unotsvaga "Ele.me" kana "Taobao Flash Sales."

IInternet yakaderedza zvakanyanya mutengo wekuziva kwemhando. Vashandisi havachavimbi ne "imwechete mhando" kuvaka ndangariro, asi panzvimbo pezvo vanovimba nemasuo epuratifomu uye kurudziro yealgorithm.

Kuedza kwemhando yeAlibaba

Alibaba aitenda mukumisikidza dzidziso zvakanyanya kare ikako.

Saka vakagadzira Fliggy, Ele.me, Xianyu, Koubei ... boka remhando-diki, inoita kunge zoo yese.

Asi kutarira shure zvino, dambudziko rinomuka.

Tora "飞猪" semuenzaniso. Kana vashandisi vakanzwa zita, maitiro avo ekutanga ndeekuti: Chii ichi? Fazi renguruve? Kana kuti ndege?

Dai yainzi "Taobao Travel", waizoinzwisisa nekukasika here?

Ngatitarisei "Xianyu." Mushandisi mutsva anogona kunge asingazive kuti ipuratifomu yekutengesa yakashandiswa nekungonzwa zita. Asi dai yainzi "Taobao Secondhand," havaizonzwisisa here ipapo?

Alibaba nguva pfupi yadarika akaisa musuwo weEle.me muTaobao uye akatanga "Taobao Flash Sale". Ichi chiratidzo: vatanga kuona kuti mabhureki akapararira anetesa kukosha kweTaobao semusuwo wepamusoro.

Nguva yemhando yepamusoro yasvika

Nhasi, vashandisi vanosarudza kuti zvese zvavanoda zvigadziriswe pasi pemhando imwe huru.

Wazvionawo here? Vanhu havachati "Ndinoda kutenga girosari paMeituan" zvakare; vanongoti "Meituan." Kudyira, matekisi, uye girosari, vese vanoshandisa Meituan.

Izvi zvakafanana neJD.com, iyo yakawedzera kubva kuzvigadzirwa zvedhijitari kuenda kuzvitoro zvikuru, chikafu chitsva, uye kufamba. Vanhu vachiri kuti, "Ndichaenda kuJD.com kuti ndione."

Izvi zvinoratidza chokwadi: mumamiriro ezvinhu eInternet, mhando dzemhando yepamusoro ndiyo zvombo zvine simba zvakanyanya.

A big brand likezvakasikwaSpaceship inogona kugarisa akasiyana bhizinesi mamodule, uye vashandisi havazonzwa kuvhiringidzika zvachose.

Sei dzidziso yekuisa chinzvimbo ichichinyakare?

Pane zvikonzero zvitatu zvakakosha:

1. Yakabatana mushandisi kupinda: Kutsvaga, kurudziro, uye super APP inoita kuti bhizinesi rakaoma rive nyore uye rakananga.
2. Shanduko mumitoo yekukurukurirana: Ruzivo rwakadzama uye haruchatsamira pane imwe-point advertising bombardment. Kupararira kweBrand kunowedzera mutoro wekuziva.
3. Yakaderedzwa mari yekuvimba: Kana mhando hombe yatangwa, vashandisi vanoda kuyedza mamwe mabhizinesi mukati meiyo ecosystem.

Mune mamwe mazwi, vashandisi havadi boka re "maduku maduku ane nzvimbo yakajeka"; vanoshuva "chiratidzo chikuru chakavimbika" chinovabvumira kuzviponesa ivo pachavo dambudziko rekufunga.

Future brand logic: kubatanidzwa uye ecology

Fungidzira kana "Feizhu" yakanyatso kunzi "Taobao Kufamba", "Xianyu" inova "Taobao Second-hand", uye "Ele.me" yekupinda yakanyatsobatanidzwa mu "Taobao Flash Purchase".

Iwe unonzwa here kuti Taobao yabva yaita ane masimba eseHupenyuKupinda?

Iyi ndiyo yeramangwana logic yeInternet brands: kubatana, kubatanidzwa, uye ecology.

Vashandisi havafanire kusiyanisa mazita manomwe kana masere, ivo vanongoda kuyeuka imwe yepamusoro chiratidzo.

Zvakafanana nemafungiro eApple: iPhone, iPad, iCloud-vanogara vari "Apple." Hausi kungotenga chigadzirwa; uri kutenga yakakwana ecosystem.

Mhedziso: The Ultimate Form of Brand

Kukosha kwekumisikidza dzidziso ndeyekuti yakambobatsira makambani kudzidza kutarisa, asi mune yanhasi nharaunda yeInternet, zvipimo zvaro zviri kuwedzera kuoneka.

Makwikwi eremangwana brand haazove nezve "mazita mangani aunawo ane mukurumbira?" asi pamusoro pekuti ndiani angashandisa zita rimwechete kutakura mamwe mascenario.

Uku kusvetuka kubva ku "single point breakthrough" kuenda ku "ecological closed loop", uyezve shanduko yeparadigm mukuziva bhizinesi.

Maonero angu ndeekuti dzidziso yekumisikidza haina kupera, asi yakashanduka. Haisisiri "bhizinesi rimwechete, mhando imwe", asi "imwe ecosystem, imwe super brand".

KungeUziviSekutaura kunoita chirevo: Kuvepo kunonzwisisika, asi hungwaru hunofanirawo kushanduka nenguva.

Pfupiso yekupedzisira

1. Positioning theory yakamboshanda, asi chibereko chezera remaindasitiri.
2. IInternet yakachinja zvachose nzira yekutaurirwa nekuonekwa kwemhando, uye vashandisi vanonyanya kutsamira pamaportal uye ecosystems.
3. Kuedza kwemhando yaAlibaba kunoratidza kuti kupararira kwemhando dzakawanda kunoderedza kukosha kwepakati.
4. Super brand dzave maitiro matsva, uye vashandisi vanosarudza kuti zvese zvavanoda zvizadziswe pasi pemhando imwe huru.
5. Iyo remangwana brand logic ndeyekubatanidzwa uye ecology, inotakurwa nechiratidzorisingagumizvinogoneka.

Saka, kana uchiri kushandisa nzira yekare yekufunga kuvaka mhando, zvakafanana nekushandisa Nokia kurwisa iPhone.tangledBhizinesi rega rega rinofanira kunge riine chitupa chakazvimirira. Zviri nani kuvaka super brand uye kuita iyo yese yekupinda kuhupenyu hwemushandisi.

Iyi ndiyo nzira chaiyo yekukunda.