One day she decided to sell a product of 3 chopping boards, which are 3 chopping boards for Chinese food in the kitchen that are chopped, cut, and cooked.

In my mind, chopping boards should be dozens of dollars, and a little more than 100 yuan, but these three chopping boards were sold for 1,500 yuan in the end.

Why did I, a person who is not sensitive to price, react first to me at that time? Why is it so expensive?

She quickly convinced me that her reason was: In the consumer field, what can directly reach your inner anxiety is the one that can make you take your pockets the most.

Your chopping boards provide mold all year round. Because Chinese people are used to using wood as chopping boards, wooden chopping boards are prone to water and never dry. So water and juice always penetrate under the wood fibers, so the chopping boards turn black one by one, which is all mold. Superficial medical knowledge tells us that mold is an important substance for cancer. This chopping board compresses such a thick wood to such a thin and dense surface, without any mold, and without any coating.

I was immediately convinced. Although these three chopping boards far exceeded my price awareness, there is a demand in my life.

How many people are convinced?

Its sales volume reached 10,000 in one hour, which is equivalent to the sales volume of this German brand throughout the Asia-Pacific region in one year.

When she asked this company for the second time, she was shocked if she could give it another 10,000. Because under the original sales system, it was impossible to imagine that the same person ordered the second sales volume of Asia Pacific for the whole year.

This is a particularly magical place in the Internet, which can quickly amplify the power of a single person.

As long as you attract enough attention and make others believe you, that person may exceed the sales of a company throughout the Asia-Pacific year.

Case 2:

In the liquor industry with a red ocean, how did the internet celebrity brand "Jiang Xiaobai" rise?

In this era, our sense of insecurity not only comes from other people's legends. More importantly, in the field you were very familiar with, you think you are an expert, but in fact it may not be.

Recently, I have been dealing with an A-share listed company in the clothing category. Their annual sales volume in the clothing category alone is 5-6 billion yuan, and there are thousands of stores across the country. They are definitely seniors in the industry.

I went to see their online Taobao store and suddenly realized that they actually did not understand the changes in this era. Why? Because they regarded Taobao store as a store.

And in my opinion, online is a new channel, and the stores on Taobao are not just one store. I believe most people don’t know what I’m talking about.

In their opinion, they have thousands of stores across the country. Since Taobao is very popular now, it’s better to open a Taobao store.

Sorry, this is a completely different thing. Online is a brand new channel, not just stores opened on the Internet.

If I open a store in the imperial capital Wangfujing, the passenger flow will be mainly the tourist population of Wangfujing, and the target customers will probably be determined.

But online, this store may come in from Northeast China, or from Guangzhou. If it is offline, Guangzhou will sell short-sleeved clothes in September, and Northeast China will already sell down jackets.

In theory, this is a brand new channel. If a Northeastern person clicks in and a Guangzhou person clicks in, the homepage you see should be different; if a man clicks in and a woman clicks in, the homepage you see should be different.

A person with a mobile phone number in Northeast China appears in Guangzhou and click on your store. You should ask him: Do you want to switch to your city? Use the answer to this question to determine whether he plans to receive goods in Northeast China in two days or to Guangzhou, because he brought the wrong clothes and needed to ship them urgently.

For truly good clothing retail brands, the online and offline sales ratio is: 50% offline and 50% online.

This company, an A-share listed company, and a former leading company, has accounted for less than 5% of its overall sales so far. It is just a difference between one word, whether it is regarded as a store or a channel.

When you understand the changes behind it, the entire management system and ideas will change.

For example, when you treat it as an online store, it may be a brand of outlets. All the stocks that cannot be sold will be thrown into that store.

If you use it as a new channel or a new trend, you may even use it as an experimental product in the previous section of your distribution meeting.

For example, if a new product is launched, should I start a distribution meeting first? No, it should be thrown online and see the online data.

If you know whether the imperial capital or the Jintianren prefers this outfit. Which area sells better, you should throw the clothes into that area instead of waiting for the inventory to be bad before returning it. So the entire logic will change tremendously.

Valley ridge

Clothing will also have brand changes, such as a sense of time and fashion. But for the liquor industry in China, which is the most competitive in today, people will only think that the more traditional the liquor, the better. There is also the market value of the god-like Moutai, with a market value of almost one trillion yuan.

So do you think there is still a way out for new liquor brands?

Even with e-commerce, everyone was shaking their heads and saying that the new liquor brand had no way to survive.

What is the last national liquor brand you remember? Tianzhilan and Mengzhilan are because they have joined the last glorious era of TV.

TV is the last mass media. Even if the Internet has 900 million daily active users and 1 billion daily active users, it is also a focus media. Because the Internet we each watch is different.

But when the TV station and the news broadcast sounded, it was covered by mass media, and it covered hundreds of millions of people at the same time. Through the power of TV, the last national liquor brand was launched, which was Tianzhilan and Mengzhilan.

After this, it seems that no fast-moving consumer goods brand can rise rapidly and become a national brand, especially in the liquor industry.

But what’s interesting is that in the past three years, a new brand, Jiang Xiaobai, has been born with the mobile Internet and social media, targeting young people.

This brand has done several things:

First, it better understands the differences between consumers born in the 1990s and 1970s.

Many people who are still in the traditional industry think of their brands and categories: For example, they will think that I am a seller of liquor, so what is the urge to be? The wine should be mellow. So I don’t drink liquor at the age of 20, and wait for you to become my user at the age of 40. I am waiting for you to be a user at this type of person.

Second, analyze the population. What changes have occurred in people born in the 1990s and 1970s who want to drink liquor? There is a particularly important change, which is the consumption mentality.

How do people born in the 1970s drink? They have to collect enough five or at least four people before they are willing to open a bottle of white wine.

You quickly calculated and each person drank 2000 liang and then drove it. In the end, the four of them accommodated each other and opened a bottle of white wine. This is the social characteristic of the post-70s generation.

The post-90s generation has a particularly large social attribute that is unwilling to accommodate, nor does it need to be accommodated. Order your own, and you can drink whatever you want, but don’t advise me to drink the same thing as you.

This means that the packaging of liquor must be made into a small bottle, and it will be made into two or half a pound, and it can be decided by one person, so that it will be easier for young people to buy it.

In the past, there were small bottles, and there were Erguotou. But in addition to being more personalized by the post-90s, cool is also a very important word in their lives.

They are not only consuming ethanol, but also a state of life: is it cool or not.

Would it be cool to put a waiter next to it? Not cool. Will he forward this matter to Moments? Often, when the dishes are served, they will "eat" first. If you can't let a bottle of waiter be placed next to the dishes, it will become something that is not cool.

So not only do you have to be small, but you also have to be able to drink alone, you can afford it, drink well, and drink well, and you can't be bad, so you have to be cool. Jiang Xiaobai is very cool.

There is a saying on Jiang Xiaobai's packaging that is provided by all consumers. That sentence may hit your mood at the moment. For example: "In fact, for people who drink, the important thing is not only who drinks with you, but more importantly who is waiting for you at home."

Imagine that you are a man who returns home after drinking and posting such a sentence on your Moments, is it possible for your wife to forgive you more?

How did these words come about? When you enter social media and use Jiang Xiaobai’s subscription account or mini program, you can say “I want to say it”.

Every time, Jiang Xiaobai will choose to print part of it on the wine bottle. If that sentence hits your heart, or the sentence was written by you, will you post it on your Moments?

Who is the mainstream media today? It’s the circle of friends, because our time is all in it.

Therefore, for Jiang Xiaobai, the people who drink liquor are not only consumers, but also free communication nodes; not only communication nodes, but also content providers; not only one content provider, but also participants in the entire brand.

In other words, even in the most traditional industries, when you find that brand communication channels have changed from mass media like TV stations to social media with individuals as nodes, all product designs, all communication channels, and all ideas have changed.

Even in traditional industries like liquor, new companies will rise.
Chapter completed!