Apr 07, 2022
In The Best Margs & Tacos
The content of the course is mainly divided into three levels. The first is how new brands can seize the opportunity to start quickly at station B. The second is the core logic of starting at station B. The third is to help you achieve station B through Fax List data analysis. Maximize delivery efficiency. 1. How can new brands seize the opportunity to start quickly at station B Before the lecture, please understand the background of the case. The case I chose today is Nutshell Skin Care. It is a new brand incubated by a 22-year-old beauty brand and officially launched in April 2020. This brand is mainly sold on Tmall, and the unit price is around 150 yuan. The main products are some skin care essences. It wants to meet the Fax List needs of 18-24-year-old Z era oily skin users, providing classic acne treatment, whitening and other classics. Skin care efficacy. Before December last year, this emerging brand had not found a breakthrough, and the monthly sales were only a few hundred. This is a problem that many new brands will encounter when they are just launched. There is no breakthrough. Basically, sales are gradually accumulated through replenishing orders and getting free traffic from the platform. It may be a little bit more direct. This process is very Slow, and the conversion rate is also relatively poor. The common problem encountered by such emerging brands is that funds are limited and there is not enough budget for Fax List off-site delivery. It is very unrealistic to make a difference on multiple platforms such as Douyin, Xiaohongshu, and Bilibili. Therefore , in the overall strategy, it is necessary to spend the funds on the cutting edge, first focus on breaking through a certain platform, and penetrate the users of this platform, otherwise it will be difficult to make waves. Generally, when analyzing problems, we first look at the traffic structure of the brand to determine whether the key work is on the site or off the site.