But there is a difficulty here, that is, how to understand the needs of users.
Maybe you are just about to start a business, and now you are in the stage of choosing products. You need to know the needs of users to guide you in choosing products.
Maybe your product has been selected, but you don't know where to cut into the product positioning to impress customers, which also needs to understand the needs of users;
Maybe your product positioning has been done, but if you encounter the dilemma of promotion, is there any deviation in positioning? Through the analysis of users' needs, we can judge whether the product positioning needs to be adjusted;
These problems are also the problems I encountered in my work (PS: I am currently operating in an electronics company). Today, I mainly share with you how I found the product positioning direction through data analysis.
Ok, not much to say, here are the dry goods.
Background:
The products of our company are Qimen black tea products. At present, it has been listed for almost a year, and the sales volume has not been broken. I did a lot of activities, but it didn't work. After analysis, a very important reason is that the brand positioning is unclear (PS: I didn't know the data analysis method shared below at that time, so the company didn't do product positioning analysis).
Source 1: Baidu search data
Tool: Baidu keyword planner (as shown below)
Source 2: Taobao business personnel
Tool: business personnel search word query (as shown below)
The following is the specific analysis process. ...
First analyze whether there is still a chance to be a brand in the tea market.
First of all, look at the cognitive needs of the tea market:
Using Baidu keyword planner, 232 search words related to "tea" were derived and classified according to the requirements, and the following table was obtained:
From the table, we can analyze the following cognitive needs:
Category: search accounts for as much as 39%, indicating that customers' knowledge of the tea market still stays on the category (indicating that brands have opportunities).
Efficacy: the search rate is 17%, ranking second, indicating that tea is recognized as a healthy drink (indicating that tea is a good product);
Business: search accounts for 13%, indicating that most people want to do tea business (there is room for developing brand agents);
Price: Search accounts for 7%. When buying tea, search the price first, which shows that customers don't trust the market (brands can build price trust).
Brand: Search only accounts for 3%, indicating that there is still a lot of room for improvement (proving that there is still a chance to be a brand).
The demand for surplus packaging, derivatives, taste, culture and quality is the basis of brand building;
To sum up: from the perspective of cognitive needs, there is still a great opportunity to be a tea brand, because no brand has occupied the minds of customers.
Look at the recognized demand of the tea market;
Using the search words of Taobao merchants, 470 search words related to "tea" were derived and classified according to the demand, and the following table was obtained:
From the above table, it can be analyzed that the demand for tea market recognition is as follows:
Variety+category: the proportion of two searches is as high as 55%, which is similar to Baidu data, indicating that no brand has occupied the customer's mind (the brand has a chance);
Business: search accounts for 10%, which is similar to Baidu data, indicating that brand agents can be developed;
Brand: search only accounts for 3.8%, which is basically the same as Baidu data, indicating that there are still opportunities without brands occupying customers' minds, and the number of online products only accounts for 0.28%, indicating that brand competition is small and brands still have opportunities;
Other cost performance, taste, surroundings, gifts, quality, efficacy and convenience are the basis of brand building, which can meet these needs;
To sum up, from the perspective of identifying needs, there is also a great opportunity to be a brand, because no brand occupies the minds of customers;
Through the analysis of cognitive needs and identification needs, it shows that there is still a great opportunity to be a brand;
The key question is how to cut into the market and where does it occupy in the hearts of customers? Let's continue to analyze ...
Second, brand positioning (from which point to cut into the market)
Because we have the product advantages of Qimen black tea, the cooperative manufacturers are more reliable, mainly offline, and it is a well-known trademark in China.
See if there is any chance to cut into the black tea category market and export Taobao data.
Using the search words of Taobao merchants, 429 search words related to "black tea" were derived and classified according to the demand, and the following table was obtained:
From the above table, it can be analyzed that the recognized demand for black tea is as follows:
Black tea: search accounts for 26% and online products account for 40%, indicating that there is great competition and customers have no brand awareness;
Foreign black tea: search accounts for 17%, which is in great demand. We are not, so we can't cut;
Domestic black tea: we also belong to domestic black tea, because it is homogeneous and has no characteristics, which is exactly the problem we are facing;
Blending and drinking black tea: it is an opportunity to cut into the market, and the search ratio is 1 1%, indicating that the demand is large, and online products account for 4.7%, indicating that the competition is small.
Zhengshan Xiao Zhong: One of the three major black teas, we are not, so we can't cut it;
Jin Junmei: One of the three major black teas, we are not, so we can't cut it;
Surrounding environment: teacups, tea sets, teapots, etc. We are not, so we can't cut them.
Lipton: Teabag is a strong brand, we are not, so we can't cut it;
Qimen black tea: search accounts for the smallest proportion, find something to cut into the market and expand the market;
To sum up, combined with our own situation, it is the best time to cut into the market from blending black tea.
So what kind of mixed tea do customers need? The following further analysis. ...
Third, the consumer demand of "mixed drinking black tea" is subdivided.
Further subdivide consumers' demand for blended black tea, and further process the data of black tea Taobao business personnel to get the following table:
Milk tea: search accounts for 5 1%, accounting for half of the search volume of blended black tea, and the competition is also great, with online products accounting for 60%;
Lemon, ginger, litchi, wheat fragrance, jasmine, peach, osmanthus and mint all have market opportunities (online products account for less than search);
From the demand point of view, if you cut into the mixed tea market, you must make milk tea products, because the demand accounts for more than half;
Judging from the history of Qimen black tea and milk tea, we should also make milk tea, because black tea is famous all over the world and originated from afternoon tea of the British royal family. The most pleasing thing in afternoon tea is black tea with milk, which has the best taste, that is, milk tea.
Therefore, the following further analyzes the demand and competition of the milk tea market.
Fourthly, the market demand of milk tea and the analysis of competitive products.
First look at the market demand:
Through the keyword planner of Baidu, the relevant data of "milk tea practice" is derived. According to classified statistics, the daily average search volume of milk tea practices on Baidu reached 127 10, indicating that there is still a great market demand for blended milk tea.
Market competition:
Using the search words of Taobao merchants, 222 search words related to "milk tea" were derived and classified according to the demand, and the following table was obtained:
The total search popularity is above 104200, which shows that there is a great market demand for milk tea, broken down as follows.
Milk tea: search accounts for 5 1%, and more than half of people have no brand awareness in their minds (so they have the opportunity to be a brand).
Brand: Search accounts for nearly 25%, mainly focusing on milk tea brands such as Xiangpiaopiaopiao, Youlemei and Lipton (as shown below).
However, these brand products are instant milk tea and contain chemical synthetic additives such as non-dairy creamer. However, consumers' understanding of chemical synthetic agents is general, which is unhealthy.
Taobao searches are all instant milk tea containing non-dairy creamer.
So if we position ourselves as "healthy black tea"; It is "blended black tea without adding non-dairy creamer", which will form distinct product differentiation and be easily accepted and remembered by customers.
Therefore, based on the above data analysis, it is suggested that our brand positioning should be:
Healthy blending of black tea
Cut into the market by blending black tea, and occupy the mental orientation of blending black tea in customers' minds.
For example, milk tea requires "milk tea without any non-dairy powder"
When developing products, we will refine the selling points of products according to specific products;
The overall brand direction is to drink black tea healthily;
The above is the whole process of finding the breakthrough point of blending black tea brands through the brand positioning analysis made by Baidu keyword planner and Taobao business consultant.
Of course, the analysis of data can only be used as a reference for brand operation, which is only the beginning. It is necessary to verify whether the positioning is correct through continuous trial and market feedback.
However, through such data analysis, in the process of brand operation, what problems are encountered will not be as clueless as headless flies. In addition, through data analysis, we can judge whether some positioning is correct.