If you know who the product is sold to, you know the "trade-off", you know that the user does not care about things to dare to save, use the saved money to the place where the user cares most about, and make it absolutely long. So know "to whom to sell", in order to define the product, in order to think about the first choice to sell to which scene.
In the era of e-cigarette "compliance", the first thing to comply with is "who to sell to", which is the basic line. Only along this line can we clearly complete the "enterprise positioning", "brand positioning", "product positioning" and "market positioning". "Positioning" clear can solve the "channel", and the channel is the biggest asset of the enterprise, know "sell to who" it is not difficult to complete a series of "positioning".
Enterprise positioning
Knowing "who to sell to" means knowing the responsibility and mission of the company. E-cigarette global red line is not to sell products to minors, hold it, the enterprise will have a sense of social responsibility, the birth of the enterprise and product research and development, service will be around the essence of e-cigarette thinking: e-cigarette in the end to solve the user what problem? Companies that fail to keep the red line are in risky business.
Electronic cigarettes are essentially to solve nicotine transmission through electronic devices, so that adult consumers with nicotine needs have a good product experience within the scope of norms. E-cigarette companies also need to consider things such as product safety, harm reduction for users, and the impact on people around the use environment. In fact, for e-cigarette companies, there are two types of consumer users: old smokers and new smokers (adults). The mission of the company is to achieve harm reduction through technology and equipment, and on this basis, provide products with good experience for consumers.
On the road to global compliance of e-cigarettes, strictly adhering to the principle of "not selling e-cigarettes to minors" is not only the basic law of the industry, but also should become the belief of every e-cigarette company, and e-cigarette companies with this belief have the real core competitiveness of the industry.
Brand positioning
To know who to sell to is to seize the user's heart and intelligence and establish a channel. Brand positioning is about finding the advantage point and making yourself the first choice for that use case. Electronic cigarettes sold to adults this group is very broad, can also be precise and accurate, such as: women special, business special, middle-aged special, young people among a certain cultural attribute group, etc., now electronic cigarettes into the brand operation, to seize the subdivision of the user field, for the head brand is a good opportunity.
By accurately determining "who to sell" to find "consumer pain points", combining the characteristics of the enterprise to see "product advantages", insight into the market competitors to analyze "competitive differences", brand positioning is to make these three points together, good brand positioning is the concentration of enterprise competitive strategy.
Product positioning
To know "who to sell to" is to understand the user's real needs and real pain points. E-cigarette products themselves bring users emotional pleasure through the combination of equipment and liquid, and taste, taste and grip are the most important. So atomization technology, battery capacity, material safety is the focus, appearance is also very important, but it should be solved in many products outstanding and good grip, and should not just attract or reach the lure of use. Therefore, only really clear to "sell to who", and then find the real needs of this group, around the real needs of the product experience to achieve the ultimate effect is the core of product positioning.
With the core orientation and combined with commercial layout planning products, such as: drainage products, conventional products, image products, explosive products, profit products. A good channel starts with product positioning. In the era of branded electronic cigarettes, segmented products are inevitable, and seizing a certain segment and making themselves the head of this product field should become the direction of most enterprises.
Market positioning
To know "who to sell to" is to understand where the user is and where the user will be. The choice of the current e-cigarette market is also inseparable from one content, that is, whether the product force of their own enterprises is competitive in this market. Therefore, market positioning is inseparable from enterprise positioning + brand positioning + product positioning, with the first three precise positioning is not difficult to find suitable market services.
Looking at the world of electronic cigarettes, there are many markets to choose from, through the assessment of the business environment, the assessment of traditional cigarette consumption, and the assessment of corporate resource advantages, the selected areas are selected, and then the determination of the positioning of enterprises, brands, and products is seen in the market from "know who to sell to" to "who I can sell to", to do the head of the regional market, which has become an industry trend.
Speaking of this, it is not difficult to see: electronic cigarettes, first think about how important it is to "sell to whom". If enterprises can understand this "who", the industry will develop in an orderly way, and the "disorderly" development is precisely the root cause of today's industry.