1. Project brand planning scheme
(1) Multi-brand corresponding multi-category layout
If it is a company with multiple brands and product lines of multiple categories at the same time, you can consider creating a layout for a single category of products corresponding to a single brand.
(2) Single category multi-brand layout
Of course, there are also multiple brand layouts in a single category. Brand A deploys low-end products, occupying the low-price market, mainly taking volume, but with low profit points; brand B is positioned at the mid-end, and the market is located in the mid-end price segment; C The brand positioning is high-end, occupying a high-end price market share, with relatively few sales but high profits.
(3) Layout of single brand and multi-product series
In actual work, it is necessary to consider the image positioning of the brand and product line positioning for a long time. For example, the HOT TOOLS brand adopts multiple product series to maintain the brand image and occupy market share.
HOOT TOOLS brand product series are as follows:
1.24K Gold series: including curling iron, hot air comb
2. Black Gold series: including curling iron, hot air comb, straightening iron
3. Nano white series: including curling iron, straightening iron
4. Ceramic+ purple series: including curling iron, hot air comb, comb
2. Product line layout ideas and platform layout reference
Operating an Amazon account actually still needs to return to the product side, especially as a company decision-maker, you should be clear about the company’s product line layout, customer group positioning, etc.
1. Positioning customer portraits
First of all, it is necessary to sort out and collect the characteristics of the customer population and then sort out the positioning of the customer population through internal dynamics, consumer feedback, and even peer information channels. The purpose is to have a clearer understanding of the pain points and needs of customers, and the next product development is also based on customer needs.
2. Planning category layout
Every product has its own sub-industry. Then we need to analyze the sub-categories under the major categories of commodities, analyze them one by one, outline the general product line, and find and select the market that can be deployed.
3. Through brand positioning, select products to enter the market
Combined with its own products, consider entering the market. For example, in the A category, there are low-end brands that control the price range of US$29–39, and high-end brands that control the price range of US$79–99, then we also need to consider giving mid-end brands a category product to control the price range of 49–69 products, by monopolizing the market in this way, occupying a larger market share.
With the help of the prototype method, the dynamic analysis of market demand can be carried out, and the product function points, appearance, etc. can be continuously revised, and the expected target product can be approached for R&D and production.
3. Reference for job division
First of all, there must be a core output value department and an operation department. The operation department is further divided into the Amazon platform operation department, the multi-channel platform operation department, the independent station platform operation department, and the direct auxiliary departments including the commodity department, the visual design department, the warehousing and logistics department, etc. An operation director will control the operation of the entire sales team, including setting annual sales targets and the operational actions required to complete the targets, and communicating and solving practical problems of department staff.
As functional departments, there are technical department, legal department, finance department and human resources department. Each company needs to configure it according to the job requirements and financial strength of the specific company development stage.
