01 How to create an ultimate hit product with annual sales of one million bottles

02 How to achieve channel from 0 to 1

03 From single channel to multi-channel

04 Innovative channel cooperation model is the only way for enterprises to develop omni-channel

05 Question and Answer Session

1. How to manage and reuse channels more effectively

Let’s briefly list some basic management, such as price control, promotions, material updates, etc.

We need to have strict systems for these and communicate clearly before starting cooperation to avoid unpleasant problems later.

As a brand, corresponding management is the basis, and it is more about standing from the perspective of empowering channels and understanding the needs of channels.

② As for reuse, in the past it was simply a consumption of channel resources.

Now it must be based on a win-win situation. I think this is the sense of crisis of every brand.

If channels cannot be reused and long-term cooperation is not possible, it will be a loss for brand owners.

2. Do new brands entering Taobao and JD.com have no traffic support and advantages at all, and cannot survive without spending a lot of money? If yes, where to go? If not, how to play?

At present, there are not many brands with innovative and popular products, and there are also those who do not understand the operation methods of search e-commerce.

Without much capital to burn, it is indeed not suitable to deploy Tmall, Taobao and JD.

Because we are determined to be a channel, the logic of Xiao Dengbao's layout of search stores is not to focus on how to spend money to obtain traffic.

Instead, we focus on finding a channel partner who can professionally operate this sector, and at the same time use an innovative channel partnership model to bind this partner.

The Goodnight Light Bulb Pinduoduo flagship store is authorized to channel partners to operate.

They are professional operators of Taobao, Tmall and Pinduoduo, and have their own complete operating model and operating rhythm.

After we reached the cooperation, we also achieved very impressive results. From the perspective of the channel, this is how I solved this pain point.

If you want to build your own private domain fans and don't want to spend money and time,

The one I am currently optimistic about is Kuaituantuan, which is free and has a fast conversion rate. It seems to have great potential.

3. It is difficult to promote new health food brands. Various platforms restrict health-related words, such as clearing heat and detoxifying, etc. KOLs are quite taboo about food, especially health food, and a large number of orders are rejected. What can we do?

Personally, I think that we should not be afraid of the promotion of "health preservation". As long as we have a clear positioning and focus on this positioning, there will be many ways to do it.

When it comes to health products, you should never compare them with medicines. They are not meant to “cure diseases” but to “prevent diseases from happening”.

For health products, we should focus on the customer's pain points and dig deep into the product's value points.

Sometimes, what customers need is not a cure, but a solution to their problems. Why can it “clear away heat and detoxify”?

Think about the root cause behind it, what causes the "heat and toxicity", and if the product solves the root problem, perhaps there is no need for sensitive words.

② The channel is not interested in health products and the order is rejected

To be honest, we focus on making home health products, and it seems that this kind of taboo does not exist.

I think the reason is still a positioning issue. When creating a product, there are 5 key words behind the hit product, and there are many details that need to be paid attention to when broken down.

Targeting the crowd, designing the packaging, solving pain points, implanting culture... and so on.

If it is defined as a health product and compared to medicines, it is indeed easy to be rejected, as people will feel that you are selling "fake medicine".

Health products were rejected and excluded. I think the positioning must have touched a point that the other party was unwilling to accept.

It is recommended to re-examine the positioning and what pain points and value points the product can solve, which may be clearer.

4. How can brands efficiently select the most suitable promotional channel combination?

After clarifying your brand positioning and the target customer groups of your products, choose one of the many channels that currently has a high conversion rate and focus on polishing it.

At present, how to quickly select the right channel is a question that should be thought about in reverse.

Our brand and products can solve the pain points of which channels. Once we have sorted this out, we can find the suitable channels clearly and accurately.

We must be clear about the types of channels and the pain points of channels. Only by knowing ourselves and the enemy can we win every battle.

5. Now that public accounts are declining, is this actually an opportunity for new brands? New brands have the opportunity to reach large sizes, with lower costs, and now only highly sticky users are opening them, leading to better conversions?

For example, product positioning, pricing, promotional policies, commission ratios, and high-conversion rate tweets must comply with the requirements of the official account channel.