Hapana mari inoshandiswa! Dzidza mazano matatu asingadhuri uye anoshanda ekuvaka bhizinesi rekutengesa paindaneti uye kuwana vatengi.

E-commerceZvinofanira kuverengwa kune varidzi vemabhizinesi: Nzira nhatu dzekuwedzera mutengo wepamusoro wezvigadzirwa zvako ne200%.

Ndichiri kungopisa mari yekuita zvisina basa网络 营销Chinyorwa chino chakagadzirirwa varidzi vemabhizinesi madiki nepakati uye mabhizinesi e-commerce, zvichipa ruzivo rwakadzama rwematanho matatu makuru ekuvaka brand ine ROI yakawanda!

Hapana chikonzero chebhajeti rakakura, kuburikidza nekunyatsorongekaPositioningMaitiro aya anotungamirwa nezviri mukati uye nzira yekuvaka kuvimbana ichakubatsira kukurumidza kuwedzera simba rekambani yako uye kuwana kuwedzera kwe200% mukukosha kwechigadzirwa. Inosanganisira zvidzidzo zvepasi rose kubva kumaindasitiri akasiyana-siyana, zvichikudzidzisa maitiro ekushandura traffic kuita vatengi vakachengetwa, zvichikwezva vatengi vakanangwa kuti vakutsvage uye vatenge. Wana mhinduro iyi inoshanda yekutanga kambani!

Regai nditange ndataura manzwiro angu.

Mumakore apfuura, ndakasangana neshamwari dzakawanda dzinotungamira mabhizinesi e-commerce, uye vazhinji vavo vanobva vangoda kuvaka brand. Vanotora makambani ekugadzira kuti vagadzire malogo, vanotora vanhu kuti vanyore nyaya dzebrand, uye vataure nezve "kubva pa..."Hupenyu"Chido chehupenyu," "Kukudza munhu wese anoedza"—ndinogara ndichifadzwa nemashoko akadai. Hazvirevi kuti haana kururama, asi kurongeka kwacho hakuna kururama.

Ndinoziva shamwari yangu inogadzira midziyo midiki yemumba, uye kambani yake yave kubudirira zvikuru paTmall izvozvi. Asi unoziva here kuti akatanga sei? Yakanga isina kuenderana nepfungwa yekambani; yaingova mini juicer yaidhura 69 yuan. Yaitaridzika sekapu, uye waigona kuishandisa nekubatanidza tambo yeUSB. Nechigadzirwa chimwe chete ichocho, akatengesa mayuniti anopfuura 8 mumwedzi mumwe chete.

Mushure mekuwana boka iri revashandisi ndipo paakatanga kufunga nezvekugadzira branding.

Pakugadzira brand, odha yacho inonyanya kukosha kupfuura zvaunofunga.

Izvi zvakandishamisa chaizvo. Kutaura chokwadi, mabhizinesi e-commerce anobudirira zvechokwadi haawanzovimba nekambani yekutanga, asi pane chigadzirwa chikuru.

Chiitiko che "blockbuster products" chinonakidza. Ndiwo anosarudza rudzi rwevashandisi vaunokwezva uye pakupedzisira, chinzvimbo cheramangwana chebrand yako. Chiteshi chefoni che9.9 yuan chinokwezva vatengi vane mitengo yakaderera. Mugadziri wedesktop we200 yuan anokwezva avo vanoda kubhadhara runako. Maprofile evashandisi anobva kupi? Kwete kubva kupfungwa dzehofisi yako, asi kubva kusarudzo yechisikigo yezvigadzirwa zveblockbuster.

Chigadzirwa chikuru ndicho chinotangira kambani chaiyo.

Chii chinoitika mushure mekunge wawana chigadzirwa chakanaka?

Vanhu vazhinji vanofunga kuti chero bedzi chigadzirwa chikazivikanwa uye chikawana mari, zvakakwana; ingowedzera musika nekukurumidza wowana pfuma. Asi kubva pane zvakaitika kwandiri, kana ukangochiona sechishandiso chekuwana mari, uri kutambisa kukosha kwacho kukuru.

Kukosha kwechokwadi kwechigadzirwa chikuru ndechekuti chinoshanda senzvimbo yekutanga kubhizinesi.

Usamhanye kuwana mari kubva pachigadzirwa chikuru. Ita kuti mutengo uve nemhedzisiro yakanaka, wedzera kuonekwa, uye wedzera huwandu hwevashandisi. Panguva ino, mari yega yega yaunorasikirwa nayo ndeyekutenga vanhu vanouya kubhizinesi rako. Maitiro eshamwari yangu aive ekuwana mari shoma kubva kujuicer pachayo, asi munhu wese akatenga imwe aigamuchira kadhi rine QR code kuti abatane neboka rake resocial media. Boka iri rakashambadza chimwe chigadzirwa: seti yejuicer inotakurika yakauya nayo, iyo yaive nepurofiti yakakura. Chigadzirwa chikuru...drainageZvigadzirwa zvinotevera zvichaunza mari.

Pfungwa iyi inonzwika seyakareruka, asi vanhu vashoma vanogona kuzviita. Sei? Nekuti paunoona chigadzirwa chinotengeswa zvakanyanya chichitengesa zviuru zvemayuniti zuva rega rega, muedzo wacho wakakura zvakanyanya; haugone kuramba kukwidza mitengo uye kuda kuita mari yakawanda. Asi kana ukakwidza mitengo, unorasikirwa netraffic uye vatengi vako vanopararira. Nekuramba muedzo uyu chete ndipo paunogona kuvaka brand.

Kutengeserana kwepamhepo kunoshandura zvigadzirwa kuita mararamiro.

Ngatirambei tichikurukura nezvekutengeserana kwepamhepo.

Kana wangowana chigadzirwa chikuru, unofanira kutanga waita zvekutengeserana kwepamhepo. Vanhu vazhinji vanokanganwa danho iri. Kutengeserana kwepamhepo kunongoratidza zvigadzirwa chete—mufananidzo nerugwaro rupfupi—uye vashandisi vanobva vangoona. Asi kutengeserana kwepamhepo kwakasiyana; kunokubatsira kutsanangura zvizere pfungwa, mamiriro ezvinhu, uye kukosha kwechinhu chacho.

Regai nditore juicer iyoyo semuenzaniso zvakare.TaobaoZviri pamusoro apa ingori mifananidzo mishoma, asi kana zvasvika paTikTok/DouyinuyeDiki Dzvuku BhukuZvese zvasiyana izvozvi. Vamwe vanhu vari kugadzira mavlog avo vachigadzira girazi remuto muminiti imwe chete mangwanani, vamwe vari kugadzira mavhidhiyo anonakidza ekuita muto muhofisi muchivande, uye vamwe vari kuishandisa kuzadza mavitamini mushure mekurovedza muviri. Zvese izvi zvabatanidzwa zvachinja muto wemuto we69-yuan kubva pakuva "chigadzirwa chakachipa" kuita "sarudzo yemararamiro." Vashandisi havarangariri mutengo, asi chiitiko.

Chii chinonzi brand? Brand isangano rinouya mupfungwa kana mushandisi achifunga nezvechimwe chinhu. Mapuratifomu e-commerce haagone kuvaka sangano iri; zvirimo chete ndizvo zvinogona kuvaka.

Kutaura chokwadi, ndichiri kuzvinzwisisa ini pachangu. Pakutanga kweprojekiti yangu yekutengeserana paindaneti, ndakanga ndisina kunyatsogona kugadzira zvemukati; ndakangotora mifananidzo yezvigadzirwa ndikazviisa, asi hapana akazviona. Gare gare, ndakadzidza kuisa zvigadzirwa mumamiriro ezvinhu chaiwo uye muhupenyu hwevashandisi, uye mhedzisiro yacho yakavandudzika zvishoma nezvishoma. Pakutanga zvingave zvisina kunaka, uye zvinotora nguva yakareba kupfuura zvaunotarisira, asi iyi inhanho inodiwa.

Nzira nhatu dzekupedza dambudziko iri: kugadzira mukurumbira mukuru, kugadzira kuvapo kwakasimba kwezvinyorwa, uye kusanganisa nzira dzakasiyana-siyana.

Mushure mekutaura zvakawanda, tichitarisa kumashure, pfungwa dzese dzinogona kupfupikiswa kuita matanho matatu.

Nzira yekutanga ndeyekugadzira chigadzirwa chinobudirira zvikuru kuti utange kushambadza pamusika. Usatange kufunga nezvenyaya dzezvigadzirwa zvemakambani nekukasika. Kutanga, shandisa chigadzirwa kuti ugadzire nzvimbo yako mumusika, shandisa chigadzirwa chinobudirira zvikuru kuti uzive nzvimbo yako, uye zivisa vashandisi vekutanga kuti ndiwe ani.

Nzira yechipiri ndeyekugadzira zita rako kuburikidza nezviri mukati. Kana wawana chigadzirwa chinozivikanwa, usangogara pasherufu wochitengesa. Enda kumapuratifomu akaita saDouyin naXiaohongshu kuti ugadzire zviri mukati, uchitsanangura mamiriro ezvinhu uye kukosha kwechigadzirwa. Ipapo chete ndipo pachakurangarira vashandisi zvechokwadi.

Nzira yechitatu ndeyekushandisa musanganiswa wezvigadzirwa. Usamhanye kuwana mari kubva pachigadzirwa chakabudirira; chitore senzvimbo yekutanga uye shandisa musanganiswa wezvigadzirwa zvinotevera kuti uwane purofiti. Pasina musanganiswa wezvigadzirwa, chigadzirwa chakabudirira ibhizinesi rinongouya kamwe chete.

Mavara gumi nemaviri aya ndiwo musimboti wenyaya:Zviri mukati zvinovhura nzira, zviri mukati zvinotanga kushanda, uye musanganiswa wenzira dzinobatsira zvikuru.

Nyora pakupedzisira

Mukupedzisa, manzwiro angu anogona kupfupikiswa mumutsara mumwe chete.

Brand haisi chinhu chaunoda kushevedzera nezvacho. Haisi chinhu chaunogona kugadzira nekushandisa makumi ezviuru zvemadhora panhau yebrand uye kuisa zviziviso zvishoma. Brand inovakwa nezvigadzirwa zvinokwezva, zviri mukati zvinokwezva, uye portfolio yezvigadzirwa yakasimba. Kurongeka kwacho kwakakosha: tanga wagadzira zvigadzirwa zvinokwezva, wozovaka zviri mukati, uye pakupedzisira, gadzira purofiti kuburikidza neportfolio yezvigadzirwa zvakasiyana-siyana. Danho rega rega rine matambudziko aro, asi hapana chinogona kudziviswa.

Handizive kana pfungwa idzi dzakura kana kuti kwete; ingori manzwiro chaiwo andave nawo mumakore mashoma apfuura. Kana uri munzira yekuvakawo zita rekambani, ndinovimba kuti dzichakubatsira.