This article is from WeChat official account: Xiangzi Evolution Record (ID: xiangzijinhualu) , author: Shoko is, ah, title figure from the visual China
I heard that the founder of Anker recently gave a speech at Chaos University and reviewed the development of Anker. I tried to search for related materials and found a summary article of the speech and related videos.
The author of this article summarized it well, such as this passage:
In fact, the issues that companies pay attention to at different stages are very different, such as startups, how to choose products, how to attract traffic, and so on. Companies of a certain scale are concerned about expanding categories and expanding channels. Larger companies care about organizational structure, brand development, taxation, financial compliance, etc.
So as stated in the article, Anker’s model may not be suitable for all teams. However, there are still many things we can learn from in his development process. After all, standing on the shoulders of giants can avoid many detours.
For example, with the development of cross-border e-commerce, more and more people are beginning to attach importance to brands. How to develop a brand, Anker also shared the 5 core capabilities of building a brand:
Seeing these 5 core capabilities, I can’t help but sigh that brand building is still not easy for start-up teams. Most sellers can only build aTrademark only.
But we also have to have confidence, because the era we live in is not the era when Anker started.
In the era when they started, the infrastructure and the general environment were not perfect, and all aspects needed to be done by themselves. Companies like Anker have the ability and resources to seize the dividends, gradually build barriers, and eventually become the number one brand going overseas.
However, the cross-border e-commerce environment is no longer what it used to be. Take ERP software as an example. I think, except for some large cross-border companies, most companies will not develop their own ERP systems. There is a specialization in the technical industry, and the third-party system is much more cost-effective than the self-developed system. Another example is “the ability of global distribution channels.” Now the online shopping habits of foreign consumers have been formed, the customer acquisition channels are rich and diverse, the global logistics channels are becoming more and more perfect, and the global layout can be initially completed online.
So the brand dream of going overseas is not so remote for small and medium-sized teams.
Of course, products are fundamental, and “continuous innovation of product capabilities” is the first necessary capability for branding, and it is also the basis for other capabilities. Without this ability, other abilities are useless.
If this problem cannot be solved, branding is destined to go nowhere. So when choosing a direction, such as when choosing a category or a niche, you should first consider whether you can solve this problem.
Many of my friends may be like me. They are all trade-based sellers. What is good for sale? It is difficult to accumulate in the supply chain and audience research. Therefore, after accumulating funds, it is the right choice for small and medium sellers to transform and dig into a direction as soon as possible.
I believe that many people do not want to pursue a refined direction, but cannot find this direction. The biggest problem may be whether they can continue to develop innovative products in this direction.
The station I want to talk about today is of course not Anker. It is a station I looked at from 0 to 1, and then developed the Top 1 of the finished product category. I hope this station can give you some inspiration and find your way as soon as possible.
https://paintwithdiamonds.com/
Starting from the end of 2017, this site quickly started with a Facebook video ad. After several years of development, it became the Top 1 in the category of diamond painting. Take a look at the Google trend chart of diamond painting:
There have been few people paying attention to this category before. Starting from March 2018, this store and several competitors that followed up quickly have made this category fire up. During the epidemic, sales should be even more turbulent, because the selling point of diamond painting is to pass the time and relieve anxiety.
Now diamond painting is a hot selling product on Amazon:
I checked my records and I followed this site on December 29, 2017. At that time, his Van Gogh starry sky diamond painting video advertisement was too popular, and there were many followers, but now it has basically disappeared. Only he and a few other companies are doing well.
Everyone sees that his website is now very tall, but at first it was very simple and the design style was also very general. The products are all 1688 stocks, and the Chinese characters on the products can be seen.
The key to my analysis of his success is that he quickly digs deep into this direction after he unearthed the explosives: continue to launch new products and create differentiation( Overseas warehouses, upgrading product packaging, etc.), expanding traffic channels, these are what we can see directly.
If other competitors want to compete with him, they must first work on the above items. Take this one, for example, in a different way:
He found a lot of unknown artists for cooperation, and directly used their works to develop products. Of course, he didn’t find them casually, but works with special styles with a clear audience.
For example, the author of the above painting, we can contact him through his Etsy shop, buy the copyright of his work, and even negotiate with him to design an exclusive work for you.
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https://www.etsy.com/shop/SherriBaldy?page=2#items
The first store, the products developed before, are more traditional, but the second store, the products developed are of a different style, and the target audience is different, thus forming its own competitive advantage.
In the final analysis, the direction of diamond painting is very advantageous in terms of “continuously launching innovative products”. The cost of “continuously launching innovative products” is very low. After all, one diamond painting can be ordered.
The threshold is low and the competition is relatively fierce. However, the above two websites have maintained their advantages in this direction by virtue of continuous innovation and other operating methods. Their other operating methods will not be discussed this time, so you can study them yourself.
The delivery time has come again, but I still haven’t done it yet. I feel I haven’t talked about this case, because this case left a deep impression on me.
It’s also because I perfectly avoided the opportunity to become the Top 10 in this category, because when you look back, you can do what they can do. In many cases, this is the case. It is not that there is no chance, but that it is impossible to grasp the opportunity.
This article is from WeChat official account: Xiangzi Evolution Record (ID: xiangzijinhualu) , author: Shoko is ah