The first part, the majority of Taobao sellers actually do not understand what marketing is marketing the first science? Marketing is found that consumers demand, and through the creation, dissemination, transmission and exchange of products and services to meet the process of consumer demand. The basic process is the marketing: Market Analysis-STP (market segmentation, target market, market positioning)-4PS marketing mix strategy (product, price, place, promotion) - Marketing Plan - production - marketing, process control and execution - Aftermarket feedback. Location is only part of STP, the products are only part of the marketing mix 4PS. Online open a shop, factory get some goods to sell, it is retail, which is to sell, sell products that will be passed to the needs of customers, the acquisition process of return, not to be confused with sales and marketing. The second part, why it is necessary to locate the original meaning of market positioning is to occupy a favorable position in the minds of consumers, the information is so symmetrical, so serious product homogeneity era, if you still think you can have a unique selling point of the product based on future competition would be too naive, USP (unique selling proposition) has raised nearly 100 years, and now the product is king also talk a bit too old. Even if you have multiple unique selling point products, such as your product a fire, immediately there will be two or more identical products claiming better quality and cheaper price than you, you carve a share of sales, the consumer will immediately forget you, toward others ... So, we need to "hearts and minds", occupy a favorable position in the minds of consumers, implanted in the consumer subconscious "Our product is the best" ... people always be able to remember the first, but could not remember Lives second. Do you know who the first Chinese astronauts into space is? Yang Liwei, the second? The third? ... The world's highest peak? Everest, the second? . www.wangyamaoyi.com you will remember your first love, but it is not easy to remember the second one. Because the first in the mind of people occupied the highest level, can not be easily shaken, the first will always be synonymous with the best, is the industry's first. So, to become the first, is positioning. See this, you might say, I was a small seller, simply can not be the first ah? From the point of view of future trends, consumption has become increasingly personalized, especially after 90, they pursue different, with a unique view of consumption, more and more personalized consumer behavior, which is an opportunity for small sellers. Small sellers should go look for gaps in the mind of consumers, differentiate, others have not mentioned the concept through operations, marketing, product packaging, customer service language, visual, and so will your shop concept implanted in the mind of the consumer the. The third part, how to locate first, you have to define who your customers are. Only clear who the consumer is, what kind of customer service you want to, in order to study their needs; discover their needs, you can know what kind of products they need in order to study their activities in any place, to know by what kinds of channels to disseminate information to them. Secondly, a clear competitive opponent. Positioning is actually in competition-oriented competitive strategy, so the second step clear competitor, competitors clearly what advantage, avoiding their strengths, to differentiate, to open up to others not involved in the field, to build their own advantage - that is positioned . For Taobao, in order to carry out market positioning www.szzlx.com, first analyze the categories TOP50 shop explosion models to see if they shop style they play is what the concept, of course, present a lot of categories can be found in the industry before the 10 possible 80% are cheap. If a new entrant in the small sellers also play low, then I can only say that you can not be saved. Example: How to find a gap in the market. The easiest way: price-dimensional analysis, see shop explosion models top50 category price range (figure below is an example virtual) for example, top50 shop explosion models price range as shown above, the lower the intensity of competition is about 60 yuan , combined with the business sense volume analysis, if the market capacity is large, you can initially selected price range. Same price dimensions: Shop style analysis if selected price range, around $ 60, then your competitor is priced 60 yuan or so shops, and those 9.9 yuan, 19.9 yuan can ignore them altogether, and buy 9.9 shipping 99.9% of buyers will not buy you that more than 60 yuan things. To do now is to analyze about 50 yuan -70 yuan TOP10 shop style (Note: The smaller your size, you need to analyze more shops) If shop style shown above (data reference), if there is nobody else to do style, then the better. If each has a style, or propose new concepts themselves, or choose to enter the competition in the small, such as a map, competition is relatively small cartoon style. If you choose a cartoon style, then the cartoon winds to differentiate, for example, can make beautiful cartoon, cartoon animals, cartoon ...... what to do in cartoon style selected after determining advertising slogan. After determining slogan, shop decoration, product, product packaging wrap, shop activities, operations, marketing, customer service ... have to phrase slogan center, shops all work carried out is to prop up the phrase slogan. Example: Cosmetics dimension than just a rough example of a few dimensions, there are other dimensions to choose from, by combining multiple dimensions, positioning came out. In raw positioning can do Amoy brand: muscle love olive skin care, skin care ...... pearl phoenix efficacy positioning in doing good than the degree grams acne, go to the yellow flowers stuffed by skin ...... Process + material positioned to do really good there through eye care, Royal Square mud mud mask, mask membrane family of green beans ...... Example: Dimensions tea tea has basically no current position, basically homogeneous, currently For consumers, drinking tea, which is the same brand of absolutely no difference between the price up is just not the same. Efficacy + through a combination of groups, such as women slimming tea, middle-aged health tea ... so simple segmentation, Wong Lo Kat herbal tea over the fire, and that is because of positioning: Yin, positioning, can be the most effective Advertising Communication. For example: clothing market more mature dimension on the finer points. So the more mature market, the more we need precise positioning. In the past the network era clothing market immaturity, we are like a grocery store, a little style positioning of Korean homes have clothes, City of Angels, etc. bigger. Now, the market is mature, only for accurate positioning through multiple dimensions, good service, a small group of consumer groups, in order to gain a foothold in the modern competition.