"Speaking of it, I am just a walnut seller, but I am different from all walnut sellers."

Wu Xiaoyu, the founder of "Really Amazing" said so. This is known as the first e-commerce brand to sell walnuts from century-old trees in the mountains. It was founded in 2009. It now owns more than 2,000 acres of mountain forests and has established a number of farmer cooperatives. It focuses on Henan's local specialty agricultural products. Its sales channels are mainly on Taobao. (including Tmall), the sales of the entire network in 2013 were indeed 11 million yuan.

When it comes to nut e-commerce brands, the first thing you think of may be the unparalleled three squirrels. So the question arises, how should other brands play? This is especially true for Taobao brands with serious homogeneity due to the increase in promotion and drainage costs of Taobao and Tmall.

How do you make products that are really awesome?

First of all, few but exquisite hot items. It is true that the frequency of new products is not high, usually less than 10 new products a year. The main products are Henan's local specialty agricultural products. The products themselves are obviously differentiated and competitive. They strive to have zero processing or light processing to maximize the use of products. Keep it original. At present, Guo Zhen Led's main products include walnuts from deep mountain old trees, wild soil honey, wild mountain mushrooms, Jiaozuo iron yam, thousand-year-old ginkgo, green tea, scented tea, etc.

In Guozhende, the preparation period for new products to be launched is basically 2 to 3 months, and Wu Xiaoyu usually plays the role of "chief experience officer", from product selection to quality control, to Wu Xiaoyu will be involved in the entire process from determining the product, customizing the packaging specifications, designing the finished product, to describing it, and letting friends try it out, in order to strictly control and screen the products to ensure that the newly launched products are approved by him and that everyone will like them. of.

“The repurchase rate of our products is generally 10% to 20% higher than other brands in the industry.” Wu Xiaoyu said.

Secondly, focus on the home consumption and business gift markets. Sure enough, the target customers are not limited to a certain age group. In addition to the young group, we also take into account the "post-50s", "post-60s", and "post-70s" who have more consumption power and are also actual household purchasers. A broad and mature group of decision-makers and buyers. At the same time, Guo Zhen De De also pays special attention to the gift market, especially the needs of the business gift market. Product specifications, packaging design, gift box customization, etc. are all matched. After all, the sales volume in the group buying and gift market is still much higher than the sales volume of commercially available products.

While doing this, it also ensures a really good price per customer. Wu Xiaoyu said that it’s amazing that they never engage in price wars, because if the price is low, the quality will be low, especially for agricultural products. To ensure product quality, the cost must be high, so it is very difficult not to leave appropriate profit margins. Difficult to survive.

Once again, dig deeper and refine the categories. "As expected, more and more products will be extended in-depth based on a single product to make the product more professional and full-bodied," Wu Xiaoyu said. For example, we are already making walnut wood, and subsequent raw walnut kernels, amber walnut kernels, walnut oil, etc.

Finally, platformization. The diversification of consumer demand determines that brands must have a certain degree of richness and increase bandwidth in their product portfolio. "In the future, Guo Zhen De De will choose more excellent partners. I hope Guo Zhen De De will be an integrated platform for agricultural products in the future, rather than a brand that I can dominate alone. Of course, the core signature products will still be produced by us. Do it yourself. ”

Products are the foundation for maintaining a company and attracting users, but for Taobao brands, online sales channels are also an issue that must be considered.

Is it just because the cost increases?

This may not be the case. Data shows that 40% of Taobao orders come from searches. What does this mean?

“When more of us go shopping on Taobao, we just use it as a shopping purpose, rather than going there to search for things.” Bai Yao, founder of Pocket Tong, pointed out. In other words, more consumption scenarios no longer occur on this shopping website, and the starting points of consumers are more diverse. He said that the bigger scenario in the future is the experts trusted by consumers, some trusted vertical websites, and trusted media, and this proportion will continue to increase.

Wu Xiaoyu has the same understanding: “Judging from the data from our official malls and e-commerce platforms, today’s consumers are more rational, and the shopping platforms they choose are more diverse and diverse. More and more consumers will go directly to the brand’s official website to purchase products.

I also believe that that must be the major trend in the future. ”

In the first half of 2013, Wu Xiaoyu changed his original approach of relying only on Taobao platforms and formally established the company’s entire network layout strategy, entering into major online sales platforms. In addition to Taobao and Tmall In addition to Alibaba and JD.com, it currently covers JD.com, Yihaodian, Amazon, Dangdang.com, Suning.com, as well as Henan’s local e-commerce platforms Cloud Supermarket and Metro Shopping. At the same time, Guo Zhende has also established a dedicated new media. The operations department is responsible for Weibo and WeChat.

On the one hand, it is the change in consumption habits. The development of mobile Internet makes it possible to purchase anytime and anywhere. The entire network layout can realize the diversification of brand shopping platforms, which is exactly what is needed. On the other hand, just as Taobao brands are working hard, other platforms besides Taobao are also exploring their own ways, often providing competitive resources and policies to attract and support sellers, and compete with them. Docking can be regarded as simultaneous growth.

According to the current development trend, Guozhende’s sales will at least double in 2014. In terms of sales, the entire Taobao system will be different from other platforms. The turnover ratio has also reached 6:4, basically getting rid of the situation where Taobao is the only one company, and the effect of the whole network layout is beginning to show. For Taobao brands like Guo Zhendie, the whole network layout is also considered appropriate. Catering to future consumer trends and upgrading consumption entrances.

However, products, channels, etc. are only the background of the brand, and the soul and core are the brand's continuous innovation and development capabilities. This is true. How does Dede do it?

“Simple and fun”

“This is a simple and fun brand. "Building products is simple, and interaction is fun. Wu Xiaoyu believes that if a brand wants to survive, it must have a core with life and warmth.

For this reason, Guo Zhende has also made some new attempts one after another. .

The first is to set up a dedicated new media operations department, which is responsible for Weibo and WeChat differently. Wu Xiaoyu positions Weibo with weak relationships as a platform for new customer development, and WeChat with strong relationships as a platform for old customers. As a customer-maintained platform, the two platforms have corresponding operating methods. In terms of content, they often follow and match hot events, focusing on promoting brands, such as the Nut version of the post-event illustrations, and the recent spoof images of the total lunar eclipse.

It is worth mentioning that in addition to the official WeChat account, there is also a separate personal WeChat account, which is used for customer maintenance. Hard advertising is strictly prohibited, with 1 to 2 messages per day. The purpose of information and customer interaction is to "accompany customers in a comfortable way, so that customers can feel that the brand is truly being maintained with care, and to turn the transaction relationship into a friendship."

The second is to organize various parties. Interesting activities for everyone to play together, such as "walnut cross-eyes" - holding walnuts to make cross-eyes), "Fancy Peeling Walnuts (Pomegranate) Research Center" - soliciting ideas, YY about pomegranates and walnuts What else can you do, as well as collection of advertising slogans, etc. All these activities are also designed to convey the authentic brand tone from all dimensions.

Based on the ecology of mobile Internet and community, it is an interactive link. It is very important that only interaction can activate fans, achieve chain communication, and package consumption into a kind of social interaction. To achieve interaction with consumers, there must be interesting media, otherwise it will not be fun or fun. < /p>

Therefore, through fan economy and community marketing, it will be a good path to create a community-based platform with distinctive brand characteristics, business philosophy, and cultural core