No matter what era, the business war must pay attention to knowing oneself and knowing the other, the e-commerce era, 1688 store operation is even more so, but you do not understand the competitors, just blindly launch their own products, no own advantages, no own distinctive characteristics, then your goods will not be hot.
First, analyze the advantages and disadvantages of competitors from different dimensions:
1. Competitor positioning dimension
1. Manual record analysis
Store homepage, product detail page, company profile
2. With the help of business staff
Market Competition - Competitive Insights
3. Analysis of the main map of competitors
Select the best products of competitors for analysis
4. Competitive advantage comparison
5. Self-marketing for advantages
Store introduction, promotional clearance, collection video, channel operation, other marketing tools
Second, use your own language to describe the advantages and skills of your products
As a 1688 operator, is your product better or worse than your competitors? Can you clearly see the advantages of your own products? If you can quickly find the advantages and uniqueness of your products, then your products are not far from hot sales.
As an excellent e-commerce person, when explaining the advantages of goods, one must be objective and accurate, and the other is to be able to provide some kind of proof or evidence to convince customers.
For example, if we also sell milk powder, how do we introduce the advantages of our milk powder?
Feature 1: Milk powder originates in New Zealand, New Zealand has a natural green pasture, and its brand prefers mainstream milk powder with high immune health, absolutely pollution-free, hygienic and safe.
Characteristic 2: Milk powder adds the essential fatty acids (DNA) DNA of the human body for the human body's essential fatty acids, which are known as children's smart substances, which are very good for the growth and development of brain cells.
Feature 3: Choose two different packagings, red and green. Red is suitable for children aged 0 to 3 years old, and green is suitable for children aged 3 to 6 years. The advantage is that it is easy to identify and easy to choose.
Example 2: Winter quilt
The title and video present the new soy fiber quilt A baby grade, the whole cotton quilt core is thickened in winter and spring and autumn by the gifts are wholesale by the manufacturer
Four advantages of exquisite experience:
(1) Soft and skin-friendly, comfortable and constant temperature, natural soybean fiber is more suitable for sleeping naked. Selected from soft cotton-knit.
(2) No fluorescent agent, no formaldehyde, bacteriostatic, safe to sleep naked, carefully handle every detail, more suitable for naked sleep. 20% soy fiber + 80% down.
(3) Dot fixed point quilting, exquisite craftsmanship, smooth and meticulous lines, both beautiful and durable
(4) Humanized design of the quilt corner belt, can be the core and the quilt cover link, it is not easy to deviate when using.
Through such an accurate introduction, we can clearly express the advantages of milk powder and the advantages of quilts, win the recognition of consumers, and the products have also been sold.
Fourth, highlight the product advantages of the peer competition strategy:
Let me explain in detail the peer competition strategy of e-commerce to highlight product advantages:
First, don't belittle your opponent. You go belittle your opponent,
It is possible that the customer has some relationship with the opponent, such as now using the opponent's product, his friend is using or others think the opponent's product is good, you demean is equivalent to saying that they have no vision, are making mistakes, he will immediately resent you, do not casually belittle your competitors, especially for the opponent's market share or sales are good, because if the other party really does not do well, how can you become your competitor? Your unrealistic demeaning of competitors will only make customers feel that you are untrustworthy, and when it comes to opponents, they will say that others are not good, and customers will think that there is a problem with the quality of your products.
Secondly, take their own three major advantages and the opponent's three major weaknesses, do objective comparison, as the saying goes, shop around, any kind of goods have their own advantages and disadvantages, when doing product introduction, you can compare your own three major strengths with each other's three major weaknesses, even if the same grade of products is so objectively compared by you, the high and low will immediately appear.
Finally, emphasize the unique selling points of their own products, unique selling points, that is, only we have, competitors do not have the unique advantages, just as everyone has a unique personality, any product also has its own unique selling points, in the introduction of products to highlight and emphasize the importance of these unique selling points, can increase the success of sales a lot of odds.
As long as you can follow the above three steps, I think you will be able to find the unique positioning of yourself, highlight the advantages of your own products, win the trust of consumers, and ultimately promote the hot sales of products.
This book reflects the sharing spirit of e-commerce. And now there are many highly packaged hype, exaggerated books on the market, this is a grounded, simplified Alibaba e-commerce operation of the book, he may not be a hundred out of a hundred marketing case books, nor can it be a comprehensive strategic treasure book, but a simple and vivid and easy to understand no sense of distance, and even feel very kind e-commerce marketing practice manual, to teach you how to learn how to e-commerce Alibaba operation store practice step by step, specific operation methods, There are both experiences and lessons, positive and negative experiences are valuable, and sharing is also an empirical e-commerce expert. Deepening the understanding of e-commerce in the past and now, you will definitely become a master of operation after reading it, and this book is worth your reading.