In-Depth Understanding Of The Advertising War Of Chinese Footwear Enterprises

He has been in China for many years.

E-commerce has been developing for more than 10 years now.

From the beginning of contact with the Internet

What I do is e-commerce.

Over the years, we have witnessed the ups and downs of e-commerce.

From the very beginning, to imitate Alibaba to do B2B, and later to do Taobao, has also been crazy about the QQ group.

Understand what is the word "B2B", now basically understand a variety of industry nouns, no way to be stupid, it does not matter, do not want to learn, it can be easily eliminated.

To tell you the truth, e-commerce brings us different experiences. We can buy anything we want to buy but not enough.

Out of household.

But what is always unclear is what is unique about e-commerce and needs to be regarded as high technology? Perhaps e-commerce masters can explain this problem.

In my view, Alibaba's B2B and

The teacher's Yellow Pages business has nothing to do with two things, but just moved to the Internet. The traditional concept of "far fragrant and near smelly" and the invisible way of showing, coupled with one or two semi intelligible words and phrases, are easy for people to worship.

Worship is the origin of the so-called high technology.

From the essence of business, they are all sold, so there is no high level and low realm, which makes the guests feel valuable. That is the most important thing.

Far from it! The center of this article is not to discuss the past and present of e-commerce, nor to negate the development trend of electronic commerce. The significance of this article is to analyze why e-commerce has been trapped in the vicious circle of "throwing money". According to the famous investor Wang Ran, it is investing in a small shop to get so much money. Basically, many branches have been opened up and the turnover has been brushed. Why do we have to rely on continuous "smashing money" when we get to this e-commerce affair, and we never earn money? Why?

First, positioning

Many e-commerce websites are actually making a fool of themselves.

Why do I say this? A few days ago, a guy asked me to ask QQ.

My e-business is lost to a website and I do what I want to do. He answers that I want everyone to know this website.

I said that if a website wants to be known to many people, the first thing is to locate it.

Clear and clear, only propaganda points. If the positioning is not clear, what will users rely on to identify websites and remember websites? Will not make a magic website like 58 to do propaganda?

The most taboo product product publicity is general.

There is no demand.

Not only can users not create any impression, they will directly damage the brand image of the product itself, but the biggest problem is how to publicize such a website. The deeper statement is: what is the thing to be advertised for users?

Not long ago, a rich two generation spent millions of dollars in advertising on the body.

What? It's not because you have money to advertise and let users remember you, but your propaganda just woke up the memory of users, activated their associations with things, and finally remembered you.

This is also true.

It's the reason why we have been educated for so many years.

A good position is to make the project get twice the result with half the effort.

In many articles of the author, we have mentioned a case of positioning corruption as the magic to occupy the commanding heights of the market.

Positioning is divided into market positioning and product positioning.

One of the questions that you need to think clearly is: is there any location in your e-commerce project? Is the location accurate? Is it what users need, not what you understand?

Two, website construction

Why is this piece independent? It's because the Internet e-commerce has entered China so far.

It has never been valued.

To build websites, we all compare with gourd paintings.

There is no need to change much in style.

Why has the e-commerce industry been burning money for so many years? Have you ever thought about this?

Problems? The great masters like to think from the way of promotion, think from the way of operation and marketing, and analyze that the project operation is actually starting from the website construction. That is to say, the success or failure of project operation is actually in fact.

It has laid the foundation for building the website at that moment.

What follows is only a continuation.

Why is website construction so important in the whole project operation process? Because it is the foundation!

Marketing, operation, and SEO are all carried out on the basis of websites.

If we say that the promotion of operation and marketing is called external force, then the foundation of website construction can be reflected in the internal force.

Internal and external combination

The ability to exert energy to the extreme is always emphasized in martial arts.

Do not know when to start, we lost thinking and creativity, but also lost the inherent, so that many of us do e-commerce projects.

Scholars never put their website in their eyes. Instead, they hoped to replace the inner growth by external force to realize the development of the project.

The internal cause is the root and the external cause is the end. The decisive role of anything development is internal rather than external.

Because of the fact that our smart people sacrifice their money to catch up with the end, it is necessary to spend money to smash them, not to curry favor with them, and not to make money.

A good website design should not only have those fancy page experiences, but should only have those functional blocks.

At a glance, there should be an internal marketing design to enable users to design self marketing under the trend of self weakness or demand.

How to understand this? We should make full use of direct selling theory and viral marketing.

Skills, allowing users to drive themselves, each user form a mobile media, an unlimited number of promotional projects, think carefully, this form than you spend money to promote is much more useful? This is a powerful internal force driven.

The website can also design self circulation system.

Let users and users bring benefits to websites for self combat.

Benefit.

People say that the greatest enemy in life is ourselves.

Then we need to design the process of word website design to let users fight with themselves. One thing we should all know is that when users fall into their own weaknesses.

It's not easy to go out, no matter who is not.

So you can design such a system in the circulation system of the website, so that users can always be trapped in their own puzzles. Happiness, sadness and happiness are all there.

I saw it clearly because of myself, but I couldn't get rid of it.

Look at the whole Internet circle, shoot shoes net, China shoes net, Taobao... Do you have such a setup? So, the electricity supplier is really not rich enough to play.

E-commerce has been developing for more than ten years, and it is thought that it has matured. But I have to say, this has just begun.

Three, mentality and operation

Philosopher said: details determine success or failure, mentality decides everything.

A man's mental attitude is not good, but his life is nothing but waste.

The mentality of a project is not good, it can only be an experimental product.

Some people do projects, they want to play with money and play the game of landlords.

Just like some investors have similar mentality, they can see the project with their eyes closed, good or bad.

Some people think that some people can play basketball when they are big, so that the whole industry is impetuous, and it is not. So, there are still some things to say about the business of burning money, that is, some investors are playing with fire.

Everyday shouting

Innovation, and then playing the game of Ye Gong Hao long, this is cocoon and tied up. It is a tragedy of the industry to shout loudly. Is this a natural disaster or a man-made disaster?

There are still some mindset.

Keep three points of your own land. If others want to cooperate, I will think about him first.

Will you take away my users and try to imagine that they will not rely solely on their resources to play, not to burn the money? That's why it's better to be an electric supplier.

There are also some ambitious ambitions.

Unified enterprise to do business, money I have, I just want every step I will grasp, and then recruit a group of people to do things, care about everything, the people below do not know what to do, what should not do, what to do in accordance with the above meaning.

Well, it's good for everyone to take money. Anyway, we don't need to think about it. Such an enterprise not only burns money, but also burns it absolutely.

They say that wise men are wise, and those who know themselves are wise.

Some people are on a certain period of time.

Made some success, he mistakenly considered himself omnipotent, and then in the electricity supplier industry, he also thought that he would be able to talk about dinner, that set can also make money.

In a dream of Red Mansions, there is a sentence called "cong".

You know, it's wrong to be smart. Most of the traditional business owners, do you know how your money is gone?

Causes and causes are causal.

Mentality is the reason, so there will be fruit.

The mentality is positive, but the attitude is not right. It is the evil consequence. The Buddhist doctrine has been circulating for thousands of years, and is almost familiar. Has anyone in the industry ever heard of it?

There are also lots of jokes in operation.

The art of war says that the two armies are at war, attacking the heart and attacking the city.

Upper soldier cutting

Mou.

I wonder if you have heard of children's shoes that are engaged in the business of the electricity supplier? Have you ever seen a website selling money to advertise randomly? Have you ever seen a few soft articles trying to make a brand? Even a brother.

They take 1000 yuan to the author to do brand operation.

At that moment, I was going to run away.

Operation is like doing a station. What you need to do before you do a station is to set a strategy and then choose a general.

How do we plan our strategy? Are we going to prepare for the Ming and Qing Dynasties?

For so long, many friends are asking the author what is operation. Today, I will answer it.

Reference books, art of war, six tactics, etc.

Why do most e-commerce sites burn money? There is a saying that there is no target, no strategy, and a handful of people in the East. How can we do electricity providers? How can we not burn money?

Conclusion:

Innovation is the motive force of human development.

Business is the same with society.

Efforts to innovate, perhaps one day, we no longer need to see what patterns the other side of the ocean is doing to imitate them, but more people come to see what patterns we are doing and imitate us.