"Positioning" is a luxury for the entrepreneurial boss

For entrepreneurs, it is not so easy to locate this matter; it is possible that you can never find accurate and effective market positioning in the early stages of entrepreneurship, or it may be slow for your product positioning process, which requires a long accumulation. But entrepreneurs don't need to be too anxious, because the market may "help" you find the right product positioning.

After I make a women's clothing, there will be one or two female friends feedback to me every week on average, saying that our products are too chaotic, sports, fashionable, and sweet; or feedback our product is too low, not high -level, not good -looking, not good -looking Essence Or the visual style is not clear.

First of all, I would like to thank my friends for their opinions. I also know the existence of the problem. I am also working hard to optimize it. However, because of the limitations of some capabilities and the time I do this time, this optimization process will be very long.

Secondly, I also rarely argue with female friends in terms of clothing style, matching, and vision. Because after doing this, I deeply feel that every female consumers have their own unique cognitive system about the understanding of clothing.

It can be said that 1,000 women look at clothes, and there are 1,000 Hamlet.

This cognitive system comes from her figure, appearance, temperament, education, background, career, growth environment, things that has been seen, and what experienced things.

The understanding of the apparel with sister paper is equivalent to questioning her cognitive system, which is a very irrational behavior.

So I usually accept it with an open mind, and then find some digestive digestion, and those who cannot digest.

That's then again, because there are always people who always say that you need to do a good job of positioning, let us do a good job of the store's position, the overall positioning, the positioning of the category, the positioning of the product line, the brand positioning, and the positioning of the brand. Coupled with the observations of the small bosses and start -ups in the past few years,

I really feel that the "positioning" is indeed important and important for some big brands, or very good X teams.

But for many small bosses like me, ordinary entrepreneurs are actually not so important.

Because it is really a "luxury".

01

First of all, the vast majority of ordinary people do not have the ability of penetration.

If everyone is in contact with some entrepreneurs and business people, they should find that the business that many people want to do at first is different from what he does, and even the future.

Including me, at the beginning, my entrepreneurial positioning was a private domain service provider. Later, I found that it was difficult to do, and it became a marketing service provider. Later, it became an e -commerce operation. Honestly selling clothes.

The business I do now is too far away from the positioning of the initial imagination.

There are many business positioning very accurate, but because it is a pseudo -demand, it is not used.

For example, the instant noodle restaurants, offline gaming machine experience, nostalgic snack shops and so on. These business positioning is very clear, but because they are all pseudo -demand, they basically close.

There are also some entrepreneurs who are very obsessed with positioning when they first develop products. Demand, demand is too low, directly Gameover.

Business is really too complicated, and multiple factors such as demand, environment, market, consumer, price, supply chain, packaging, design, etc. Essence

Therefore, I think that from the beginning, the entire product is positioned clear, clear, concentrated, and focused, and then cuts into the market.

Either genius, such as Dyson, Musk.

Either it is for a long time to immerse in a certain industry, and in a deep understanding of the needs of this industry, similar to Li Xiang, Lei Jun, the brand can cut the market.

Most ordinary people, at first entangled the so -called positioning, are not as great as imagined.

Because the market will teach you soon.

02

Some brands, business, and project positioning have certain occasions.

There are so many bosses who know about sex, and I see a lot, and I find it. I found it.

In fact, many successful bosses did not think about what their brands, products, and corporate positioning were at first, but the thing he happened to do was cut into a certain demand of the market and became a successful positioning.

For example, I met a sister before, a beauty and an excellent clothing designer. But she did not make a women's clothing brand, but made a middle -aged and elderly men's clothing. The annual revenue is about 200 million yuan, and it has become an Ali conference speaking on the representative of the excellent Tmall entrepreneur.

The product's brand and product positioning are also accurate. Why does she tell why this brand is:

Mainly because she was filial to her parents. One day she wanted to buy a high -end jacket for her father, but found that there was no market in the market. Sister paper started a business and made this brand.

This story tells us that we still have to filial piety to our parents, maybe you will also make a 200 million brand.

I also met a brother. I used to be a hand -painted designer in an advertising company. As a result, his hand -painted mobile phone case design was relatively unique, and it was cut into the positioning of the Chao brand phone case. The entire shop product line was very tide and very novel. After the blogger was pushed, it burst. But he said that he didn't think so much when he designed it, anyway, how to look good.

So you see, whether the so -called positioning, focusing, or cutting in, many times are certain accidentality.

Most people's ideas do not be so clear at the beginning, but they still do not prevent them from standing products and brands.

03

Supporting precise positioning is very burned and burned.

After the X Xiaot T became fire, no less than a dozen people asked me, Brother Dong, why don't you sell T -shirts? How accurate positioning! Take the ultimate single product route! Look at the X small T, the single product is selling! SKU management is also easy, white T -shirts are just needed, everyone needs! What is not easier to sell more than 1,000 clothes than you?

Alas, this is the perspective of the layman. Of course, you can think that everything is easy to do. If others can succeed, you can succeed.

First of all, Bai T is the basic model of the clothing session, which means that each family is doing it.

The competition for this model is very, very fierce. Many clothing bosses complained with me. Don't look at Bai T to sell tens of thousands of pieces a month, but the last few money you earlier can be.

Because the traffic is too expensive, the gross profit is too low, and the competition is too fierce.

Therefore, like X Small T, there are no other products, and only a single product competes in the Red Sea market. It is bound to burn a lot of traffic, spread a lot of live broadcast, brush more exposure advertisements, and rush the marketing potential energy. It is possible to burst, which costs millions or more marketing funds.

Then it is more embarrassing because of the gross profit of white T, the restoration of men's clothing is relatively low, and this wave of users who are likely to burn are not made.

Therefore, many people often sell some extreme items on the Internet. What kind of cervical vertebral massage chairs, engineering chairs, sea cucumbers, nourishing products, underwear, sportswear, and tide shoes will lament that the product is positioned and focused, and it is really focused. It's explosive.

What our boss lamented is that behind these items are burning money, burning money, burning money, millions, tens of millions or even more than 100 million marketing expenses, supply chain construction. No these massive banknotes are burned to you, and there is a fart for positioning.

04

There are many stories you can't see behind the excellent positioning.

I know one or two more people than me. Here I referred to as the elder brother. These two sons make a Taobao shop, specialize in jeans, only sell jeans, thousands of jeans, positioning super precision! It is a shop selling jeans. After 3 years, the annual revenue is about 30 million, is it a very good case?

It is indeed a very good case. But the accumulation of this positioning was for nearly 3 years to accumulate.

Because of the jeans sold by the elder brother, others are also selling them. Everyone is getting the goods in Nanyou. The goods they sell are the same, but the pictures are different. Therefore, the shop of the elder brother and the big sister just started to be very difficult, and only a dozen of them could be sold in a month. Basic big sister -in -law operates shops at home, and my brother works to support Dasao and shops.

Most people persist for one year and two years, and they will be withdrawn. Fortunately, the two sons are held and some accidental opportunities have sold a few jeans. In addition, for a long time, it has produced it in some users. The shop gradually pulled up.

Ordinary little bosses can also be positioned accurately. Can you insist on the bleak business for several years? Do you use time to boil the user's mind?

No, most bosses are going to starve to death early.

Moreover, the success of the elder brother and the big sister also has a certain occasional nature. Many Taobao single -category stores are really cooked.

There is also a brother who sells senior gloves. Set the total high -end gloves with thousands of yuan and tens of thousands of yuan. The target customer base is an excellent entrepreneur and a rich man.

The positioning is very accurate, the product is selected very high -level materials, designers requested from Italy, and a very high -profile hand -made processing system.

So the total brand of the set is the TOP level in the high -end gloves.

This is definitely the favorite story of Internet people, marketers, and business school teachers, because it contains elements that everyone likes markets, high -quality products, senior brands, senior customers, high premiums, etc. Definitely a high -quality case with accurate positioning!

However, the set is always unhappy, and is also very anxious

Because he has a turnover of more than 10 million a year.

Yes, selling a high -end glove may not be as earned as cutting leeks.

The positioning is accurate, but the market is too narrow, the target customer group is too small, and the revenue cannot be pulled. No matter how you praise others, you can't be happy.

Therefore, the set of suits is not very adhered to my precise positioning now. I am working hard to develop some affordable and civilian products. Although he has not seen these before, he can't stand the need to raise the revenue. After all It's easy to talk about.

I also visited a women's clothing boss, and made 8 years in Tmall and Women's clothing, high -customer unit price, positioning high -end customer base, 800 ~ 2000 yuan price belt, senior women's clothing, annual revenue of about 200 million.

I ask her how she can stand on a high -end brand in e -commerce.

She said that it is constantly iteration every year to increase product quality and style price. At the beginning, I sold more than 200 ~ 300 yuan, and then 100 yuan per year. After higher price bands, such as 700 yuan and 800 yuan, you will find that for high -consumption customers, the price band of 800 yuan and the price belt of 200 yuan can be accepted, the premise is that you are good. This process must be slow, so that customers do not perceive, and do not care too much about the old customers say that your home positioning has changed and it becomes more expensive. It is different from before. As long as you go well, you will always pull a new one. The customer base, and in the process, some people have been settled.

05

The market will automatically help your products find positioning.

There are also some brands, shops, you may see it very chaotic, very low, and feel that it has no brand and no positioning. But this does not prevent it from selling well because the market will help him find the target customer base.

For example, I know a Dongguan Tmall boss, specializing in the sweet clothing of 30 to 50 yuan, you think about what good clothes this price can, poor quality, and low pictures. The entire shop is also messy, like a large head of the 1990s on a wall.

Many marketers, Internet people, and business school teachers who watched this shop are probably said to say this, too low forced. But it can sell 120 million a year. The net profit is 8%, and the annual earning of about 10 million.

The boss is more soil, and the nightclub will hold a bunch of 20 yuan banknotes to throw the sky to play (I was next to him when he dumped 20 yuan banknotes). You have to ask him what the positioning is, he will definitely say he doesn't know.

But the market will help him position. 90%of his shops are universities. High schools are not high in living expenses, but they also like to buy clothes. Ten tens of yuan clothes, just buy and buy, the quality is poor. Anyway, go out and take a picture. After you wear it, you will throw it. The key is to be cheap. The amount is enough.

From this point of view, then the shop positioning of the Dongguan boss is actually very accurate, but he doesn't know.

For another example, I know a Guangzhou Shahe Women's Boss. Taobao shop is called XXXX wholesale. You feel like LOW as soon as you hear the name of this shop. There are no brands, there is no positioning.

There is indeed no positioning, the vision is very poor, very single, the style is very single, the photos are taken by the modelless paste wall. Basically, there is no positioning, style, the unit price is about 60 ~ 80 yuan.

However, this store can sell for about 25 million in one year. Similarly, the market will help him find positioning.

The main customer base of this shop is a housewife in third- and fourth -tier cities. They need simple, not fancy, but the fabrics are relatively good, cost -effective and higher. The visual style, quality, and price of this shop just cut into this group of people. Therefore, the viscosity of repurchase is high. Because housewives often wear clothes and work, clothes are more expensive.

But when I was initially made a shop, I didn't want to do the business of this group of people.

So so much, the so -called positioning, commercial war, competition theory, strategy, marketing, blue ocean, integration, etc. These theories, in the actual business environment, in the actual operation of our little boss, most of them are mostly. It is to discount, or it is not so practical.

In this case, we must be guided by market results. As long as you can make money, you can sell goods, which is a good positioning, which is the positioning of the market. Don't care too much about the opinions of others.

For example, some people always give us opinions, saying that our family should focus on fashion positioning, put all those sports series, and focus on the overall style.

However, we will have a monthly income of more than 100,000 yuan a month.

What's more, they can sell more than 100,000 per month, indicating that they stand in their market in the market.

Of course, I am not a negative role. When we have some money in the future, or the understanding of the industry is more profound.

Naturally, brands, products, vision, category, price, etc. will be more unified, forming a joint force, and bursting.

But at this stage, more explores and more tests. As long as you can make money, you can try it without having to stick to yourself.

Because "positioning" is really luxury for us ordinary bosses!

Columnist

Liu Weidong, WeChat public account: Liu Weidong's operating notes, everyone is a product manager columnist. The well -known Internet operating expert, the person in charge of the user growth of a startup company. Focus on research and summary in the field of Internet operations.

The original published in this article is that everyone is a product manager.

The title map is from Unsplash, based on the CC0 protocol

The point of view of this article only represents the author himself, and everyone is the product manager platform that only provides information storage space services.

- END -