Find support in craftsmanship and raw materials. At this stage, the product selling points should be less empty and more practical - visible , tangible, somatosensory, and visual. It is not only about refining the selling points, but also considering the presentation form of the selling points. Whether it is the product and the content, the product and the media, whether it is pictures and texts or short videos, can the selling points be brought out, and whether the expressiveness, penetration, and perception are strong. Single point breakthrough, concentrate resources on one medium.
One sector under one medium, one type of KOL under one sector , and penetrate with one keyword . For example, Santonban focused on Xiachufang in the early stage, and Perfect Diary focused on Xiaohongshu. If number database one fails, then neither will work, but if one media works, then basically 80% of the methods can be copied. Finding the right adaptation point behind the needs is very critical, and the rest is copying, amplification, and conversion rate indicators. For example: Swisse launched blood orange essence . In the first phase of Xiaohongshu, the focus was on the benefits of blood orange and why blood orange can supplement collagen, helping consumers understand the benefits of blood orange. The product was even named directly after its function: Blood Orange Collagen Liquid (rather than Blood Orange Essence). Product nickname.
Calling it " collagen liquid " lowers the cognitive threshold for consumers , and what you see is what you get; by promoting the efficacy and principles, it helps consumers understand the efficacy of blood orange. It should be noted that the matching point and leverage point: the problem of slow acceleration in the early stage is usually that the product and demand adaptation points are not found correctly. Once the matching point is found correctly , the leverage point of content and media is found . Single point breakthrough, single product penetration, sales of 10 million or 50,000-100,000 orders can be repeatedly verified.