No idea about product marketing on Xiaohongshu and Douyin? 7 selling point extraction rules

In 2021, platforms such as Douyin and Xiaohongshu, which have the attributes of product marketing , will hold high the banner of "interest e-commerce" and continue to erode the territory of traditional e-commerce. The biggest difference between traditional e-commerce and new interest-based e-commerce lies in their core. Traditional e-commerce focuses on "goods". Buyers search for goods and then find people. Interest-based e-commerce is just the opposite. Buyers become interested in "goods" through "people" or content.

For example, you are watching a video on TikTok and the video blogger is showing a mobile phone case with a novel style and excellent material. You are attracted by it. Then you look down and see a purchase link with a very cheap price. Will you buy it? There is a high probability that you will make a purchase and place an order, but your original intention of watching the video this time is not shopping, but to kill time. So this is interest-based e-commerce, using content to stimulate users’ purchasing interest.

What is the content? Marketing content with grass-planting attributes can be short videos on Douyin or pictures and texts on Xiaohongshu. Where does the idea of ​​producing this type of content come from? That is the selling point of the product. Use selling points as hooks to attract audiences to place orders. Here are the 7 selling point extraction rules for everyone. I believe that as long as you are interested in product marketing, it will definitely be helpful to you after reading this.

Rule 1: Low price is always the first competitive advantage of a product

According to consumer user habit research, product price has long been the most important concern for most consumers, so if your product is cheaper than similar products, this is your biggest selling point, and you can use it to promote it.

Rule 2: Product quality is the best selling point

If a street vendor sells a kitchen knife, it has to be used for both cutting meat and chopping wood, which is to demonstrate the quality of the product. So when your product is of high quality, market it boldly based on this.

Rule 3: Products are valuable because they are rare

When a product is relatively scarce on the market, this is a great selling point that will always be invincible. If you do a good job of marketing, you can easily get a lot of sales.

Rule 4: User experience is a powerful tool to seize the market

When a product provides a better user experience than similar products. For example, if the sole of a pair of slippers is softer, you can shoot a real-life video to maximize this point. Most consumers attach great importance to product experience.

Rule 5: Cultural value, the best way to market your products

In recent years, there have been many products that have gained popularity by relying on their cultural value. Take the well-known domestic product "Forbidden City Series" as an example. The selling point is the Forbidden City culture. A small fan, with the Forbidden City pattern and cultural background, can be sold at several times the price of similar products.

Rule 6: Products give users new insights

In an era of continuous innovation of various products, if your product can break the user's inherent thinking and give him new cognition, then your product can easily leave a deep impression on the user. For example, when thinking about a pair of slippers, everyone would think that they are only used for wearing. But if you have a hole on the sole of your slippers, which can also be used as a mobile phone case, do you think users will be impressed after seeing it?

Rule 7: To resonate with users, selling products should be done with heart

What is the best case in marketing this year? That is ERKE. Of course, this is also a special case, and its marketing was unintentional. During the Henan disaster, Erke donated 50 million yuan in supplies, causing countless netizens to feel distressed for this domestic brand whose performance has been declining year by year. The live broadcast room was broadcast for many nights in a row, with the number of people exceeding several million and the daily sales exceeding 100 million yuan.

This is about connecting with buyers emotionally, and it’s the highest level of product marketing.

There are seven rules for refining product marketing selling points. When choosing and using them, remember to play to the strengths and avoid the weaknesses. For example, if the product is expensive, you can ignore the price and focus on other selling points of the product.