In this era, price wars will only hurt both sides. Only by building your own brand can you enhance your competitiveness.

Why is it that products with similar costs are still selling well at prices several times higher than in our stores, but no one in our store cares about them? In this era, price wars will only hurt both sides. Only by building your own brand can you improve your competitiveness. Teacher Emma tells you how to create a brand tone. 1. Three eras of e-commerce development

E-commerce development has gradually deepened from the 1.0 era around 2007 and 2008, and has gradually moved from the chaotic period to the brand period. In traditional e-commerce, we focus more on attracting traffic, selling popular products, and promoting online activities. What we need to do in the traditional e-commerce stage is mainly to meet the basic material needs of consumers. However, for current brand e-commerce, we need more brand concepts, product sentiments and visual standards to better meet consumer requirements.

This picture is about the establishment of the entire brand system. From concept identification, product identification to user experience, visual identification standards, etc., this is a complete means of shaping a brand store. Among them, I would like to focus on the fixed magnification ratio. As various costs have become higher and higher in the past two years, the cost for us to attract traffic will be very expensive. Previously we focused on conversion rate, but why is it still difficult to increase sales? In fact, the important reason is that your selling price is not expensive enough, and your fixed rate is not high enough. What is fixed magnification? The fixed multiple ratio is assuming that you sell something worth 100 yuan for 300 yuan, then your fixed multiple ratio is 3. Therefore, the fixed multiple ratio is not high enough, causing your sales to be unable to break through and you will not make more money. If you make no money, you will not be able to provide Better products and services, and no more budget for traffic introduction and exposure. So we need to pay attention to the fixed magnification ratio. 2. Why pay attention to the fixed magnification ratio and its influencing factors

First of all, a simple page cannot solve all problems. Why do you say that? Because a simple homepage, activity page or details page can only solve the problem of the page. In fact, there is no way to solve the problem of real cards through design and art. Why do artists often fail to design according to operational ideas? This is actually a question of building a brand.

So what is the meaning of brand? Suppose we register a trademark, then it is just a trademark and cannot be called a brand. What is a brand? Apart from anything else, it depends on whether it has a brand premium, whether it has brand value, and whether it can be sold more expensively. This is called a brand. Therefore, the key to brand value is to increase the fixed multiple ratio, so as to increase profits.

Let’s take a look at what are the key factors that determine the fixed magnification ratio?

So, unless it is some special categories, it is difficult to survive in the future competitive e-commerce environment with a fixed multiple of about 3 times, because the profit is too low and you have no choice. Have more funds to support your good products. Judging from the picture, the higher the magnification is, the higher it is. This shows the importance of perceptual communication and psychological identification. 3. The value of the brand

Let’s take this store that sells body-shaping clothes as an example. The picture above is the picture of their previous page. We can see that this is actually just selling this product. Double-layer velvet body-shaping garments are everywhere on Taobao, so how do we capture the needs of beauty-loving women in their 20s and 30s? What exactly do they need?

This picture is the page picture after the revision. It gives consumers the feeling of luxury, nobility, elegance, and perfection. At this time, it will produce a perceptual communication and psychological identity for consumers. This way consumers will be more willing to buy your products. We can take a look at the sales situation after the revision:

This is the value brought by the brand. What we sell is not actually a product, but a lifestyle that we advocate and that consumers want. , to create a feeling that our products are different from others. In fact, many shoppers around us enjoy the pleasure of purchasing. If we can empathize with our products and shape the emotional value of our products, then consumers will be more willing to buy my products, not because our products make them ours. She is a loyal fan of the store, but it is our brand that keeps her choosing us.

We can take a look at Maslow's Hierarchy of Needs:

Take buying clothes as an example. We buy clothes to protect ourselves from the cold because of our physiological needs; when we buy good-quality clothes, they are durable. Safety needs; we buy popular and good-looking clothes for social needs and a sense of belonging; we buy fashionable clothes for respect and recognition; we buy Chanel limited edition evening gowns for self-realization and self-pleasure. Then the level of demand for our products determines the unit price and rate of the product. The creation of a good brand is an important driving force to reach the top of the pyramid.

We can take a look at the following three products:

The picture in the picture is actually just selling a hot-selling down jacket of the season. It can only be regarded as a relatively popular piece of clothing, so It can only be sold for less than 200 yuan. Look at the middle picture again. What she presents to consumers is not only the clothes themselves, but also a kind of confidence and aura. When consumers see it, they will imagine the confidence and aura that owning this dress will bring to them. This satisfies the consumer's spiritual needs, so she can buy 900 yuan. The third one is mainly aimed at women aged around 35-45. What are their spiritual demands? As these women grow older, most of their incomes are relatively good. They will be very controlling and hope to control men. In fact, what we have to do is to express the potential demands of consumers through pictures.

So we can get such a formula: brand value (brand tone presentation) = brand symbol + EVI introduction. 4. How to find the brand symbol?

These are ads for Chanel's various perfumes. We can find some unique characteristics from these posters: Chanel is not only selling the perfume itself, but more importantly, Chanel is conveying women's sexiness and beauty. confidence. Perfume is a tool that brings women confidence, elegance and sexiness. It helps consumers identify with its values ??through the shaping of spiritual values. What my brand conveys is the charm of self-confidence and women's assertion of themselves. This is what it conveys. We can see that all Chanel's advertisements, posters, and models are presented through this brand symbol. Chanel represents a style, a timeless and unique style. Delicacy, luxury and never-fading fashion are the spirit of Chanel, so it can become a brand.

Another example is Haagen-Dazs. The classic advertising line of Haagen-Dazs is: If you love her, treat her to Haagen-Dazs. Every season of their advertisements is related to couples, which actually binds ice cream and love together, using Haagen-Dazs as a symbol of love, similar to Tiffany, Cadillac, etc. Incorporating this emotional appeal of love creates these brands.

So we have summarized the following points:

1. First, we need to let the product have a symbol and the brand have a symbol;

2. What the brand symbolizes is What, what does your brand represent?

3. What is the character of your brand.

So how do we find it? Let’s return to Maslow’s Hierarchy of Needs:

In the hierarchy of needs, we focus on how to satisfy consumers’ belonging needs, emotional needs, self-worth, and sense of achievement. needs. We may not be able to realize and complete the top level at present, which can only be satisfied by high-end products. So how should we satisfy our belonging needs and respect needs? Below I will cite a few standard cases:

As we all know, it is actually difficult for men to pick out the difference between razors. They can all meet physiological needs and safety needs. Then this one It’s time to fight against belonging needs and respect needs. At this time, we need to target different groups of people. For example, what is important to the elite men in the industry? face. So for this type of men, Panasonic has released the product on the left to promote: Face cannot tolerate any imperfection, and it must be as rigorous as the contract. For fashionistas and young people, they care more about appearance, so Panasonic launches the model on the right: appearance is the key to fashion. Of course, appearance is just as important as what’s inside. In this way, it quickly attracted a large number of consumers. When everyone is talking about how good my razor is, Panasonic has upgraded the razor to men's spiritual needs and spoken out the inner words of men, so it can be so successful.

Let’s take a look at the case of Midea’s garment steamers:

The competition between Midea’s garment steamers and Bellade is very fierce. Midea wants to break through the existing pattern. Sit tight category transactions. Therefore, we first analyzed the crowd data

From the data analysis, we can find that consumers of garment steamers are mainly concentrated in first- and second-tier cities. These cities have higher economic and cultural levels, and people have access to relatively new trends. and avant-garde life concepts, so the requirements for quality of life are relatively high. Consumers are mainly women, with an age range of 18 to 34 years old. Among them, 18 to 24 year olds are college students and people who have just entered society. Their demand for garment steamers is in the "cheap" and "practical" stage, while buyers aged 25 to 34 years old are With certain financial strength and a certain pursuit of quality of life, this age group is more suitable for the user positioning of Midea's garment steamer products.

Afterwards, Midea launched several garment steamers with fashionable and varied appearances, which were linked to friendship, love, family affection, and the realization of self-worth, such as the following products:

We can see through the picture below how Midea realizes its products to meet the needs of urban beauties:

From the previous main function to the expression of emotional appeal, the result after changing the brand symbol How? The answers are all in the data chart below, I won’t explain much.

For your own brand symbol, you can combine the above cases to find it. 5. Visual norms

First of all, we all know that everyone’s aesthetics and habits are different. We will find that if the brand image is not unified, consumers will not remember it.

Secondly, different artists have different aesthetics and produce different things. If you have multiple artists in your family or change artists frequently, you will find that conflicts and arguments will arise. A brand that is truly recognized by consumers will have a complete set of visual systems. This is what we conventionally call VI. So what does EVI mean? It is an e-commerce identification system, which is very different from the VI we usually see.

When we see Lei Feng, we tend to think of the Lei Feng hat; when we see the Sun Wukong, we tend to think of the tightening curse; when we see a mole above the sexy red lips When talking about it, we often think of Marilyn Monroe. So why do we think of it? This is because these people have some very obvious signs and characteristics. So for our brand, only if your brand has a distinct symbol and personality, as well as a very memorable external presentation, can consumers remember you. But it is not enough to be iconic. You must continue to use it, and it must be used uniformly and cannot be changed around. For example, Hitler will always have that kind of mustache, and Sun Wukong will always have that kind of image. Only in this way can consumers have a deep memory.

Building awareness has the following four design cores. There are six modules in total to specifically build an identification system for your own brand, such as the sexy red lips and Marilyn Monroe logo. That mole, like those few movements, is the external characteristic of her whole person. When we dismantle the e-commerce brand, it also contains these elements. After we dismantle it, we will complete it one by one. When we finally put it together, your unified brand tone and image will be produced.

Let’s take a look at the elements of visual standards. We mainly talk about the four elements of page color matching, font use, brand living symbols, and brand graphic symbols.

Building consumer awareness, which has been discussed in the course just now, is what is the symbol of my brand. First there must be awareness, first there must be a symbol of the brand, and then the corresponding graphics, fonts, and colors can be found. So what is it about our vision? It is color matching, which stimulates consumers' desire; the second is font, which attracts consumers' recognition; and the third is graphics, which evokes consumers' memory. These three are not independent, but used in combination to form a unique visual image of the store and form a unique store tone. Many people will ask, what is store tone? Store tone is the visual presentation of a store’s unique personality. So let’s break it down into the following points: First, there is the symbol of the brand, which has personality and soul; second, whether your color matching, fonts, and graphics are all differentiated and in line with your brand demand.