For example, "field" is not an event page, a landing page, or an industry category, but a consumption scenario, a common way of behavior to solve a certain need.
The concept of "people, goods, and yards" is not difficult to understand, and the basic rules that all retail businesses abide by should be hundreds of years old. But what surprised me was that many operational, product, and technical students thought that "field" was equal to an event page, a landing page, or an industry category. Conceptual interpretation can evolve with the times, but it needs to be in line with business logic. I also hope that newcomers will learn to think logically from the perspective of business value, and never be superficial.
The "field" I understand refers to the consumption scene, which should be very obvious and the scene that most people can understand as soon as they hear it. is a common way of behaving to address a need, such as:
The above is more about the consumption scene of urban white-collar workers. If you change to a gold collar, it may be:
Second, the corresponding goods, to rethink
Successful brands all grasp a specific group of people + scenarios and provide good enough solutions.
Think about it, so many clothing, cosmetics, and car companies, are they all to solve the problem of who + field? Is Sephora and Watsons the same positioning? For e-commerce, if you want to do a good job in the "field", you should imagine opening your own store, what kind of commercial street to address, what kind of people are targeted, in which consumption scenario, and what products/solutions are sold to solve user pain points. That's how you can survive.
3. Examples of consumption scenarios
If you don't distinguish between people, the approximate consumption scenario can be expressed in this way. I have the energy to tidy it up later. As a hint, for example, the same demand for beauty, the consumption scene can even include health care products.
1. Ignored front-end categories
Here I have to talk about the difference between front-end categories and back-end categories. Because you've worked hard for a long time, you may have used the wrong infrastructure.
The back-end category is to manage the supply side, and it is synchronized with the HS code of the factory's production and customs. It is also equivalent to an IKEA warehouse. It is also very similar to the Yiwu International Trade City of hundreds of thousands of square meters. It may be easy to manage sellers (content providers), but it won't serve buyers (content demanders).
2. Backend categories
The front-end category expresses the consumption scenario and serves the buyers, and it is necessary to reclassify the source of goods according to the group, scene, and subdivision scenario. Equivalent to IKEA's various showrooms, living rooms, bedrooms, bathrooms. The same product, such as a bench, may be suitable for both the living room and the bedroom. Power banks in outdoor scenes need to be large-capacity, waterproof, and drop-proof. Women's lifestyle theme stores need to be portable, cute patterns, and comfortable feel.
3. Front-end categories
Decathlon belongs to the category of front-end and back-end integration. Each consumption scene has an exclusive area, such as skiing, swimming, camping, basketball, yoga, fishing, and boxing. In the same way, the same product can also be placed in multiple scenes. For example, jogging and ball games for aerobic exercise can be used to put sports drinks.
4. Front-end and back-end integration categories
Although brick-and-mortar stores are limited by space, they are also trying to abide by this rule. Each store represents a consumption scenario.
In fact, my part of the logic is copied from the operation mode of the mall. When I was shopping in the big shopping malls in Southeast Asia, I found that the types of stores on each floor were almost the same as the domestic model, and I was inspired. I even took a closer look at the shelf designs of brands like Sephora, Uniqlo, Decathlon, etc.
For example, many businesses only have back-end categories, but they directly use this for C-end advertising, traffic operation, search, recommendation and other functions. Not only is the overall efficiency low, but the key is that it is difficult to draw correct data analysis conclusions, which makes it difficult to grow.
Fourth, how to form the framework of the business's own consumption scenario through algorithms
I combined the data analysis results with the product placement logic of common stores in the mall, and found that only a very simple algorithm + operation experience is needed to automatically cluster the SKUs of the business to form a consumption scenario framework, and even automatic distribution.
Note: It can't be directly landed here, because the logic of the crowd has not been superimposed, so it can't be automatically distributed.
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