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In the traditional non-digital operation of consumer goods and retail markets, the way for companies to improve their market performance is nothing more than channel control and traditional offline methods of occupying shelves to gain market share. However, in the digital age, the space in the physical world is still no longer a battleground for enterprises. The emergence of online channels such as online e-commerce allows enterprises to see the hope of digital operations. The market strategy of enterprises has also begun to shift from occupying space to occupying consumers' time and mind. By generating more touch points with consumers and understanding consumers better through touch points, consumers can be provided with more personalized products and services, and the corporate brand and image can be deeply rooted in the mental models of consumers. This will narrow the distance between our products and consumers and increase our market share. It can be seen from this that the current consumer market has long since become the king of channel products and the consumer. Who can capture the hearts of consumers more, then who can occupy the market faster and better.

Focusing on consumers requires insight into consumers.

Consumers traditionally value the value of a product is nothing more than the amount of goods distributed (the degree of difficulty in obtaining accessibility ), price, and basic functional satisfaction. Recalling that 10 years ago, what we need to consider when buying a product is nothing more than these three points. As long as these three points can be met, the natural market share will increase.

But when the online market turns into a red sea, and various companies are fighting here, the insights for consumers are much more than that. Experience (product experience and consumer experience), brand value and influence, safety, and health have become more current consumer pursuits. Visionary companies also start to make a fuss about consumers around the above points.

Three questions to ask when building a digital operating system around consumers

Who are my core consumers and potential consumers?

What are my consumer preferences?

What experiences do my consumers pursue ?

Who are my core consumers and potential consumers?

The first problem comes from the problem of market positioning. By looking for core consumers, we can consolidate the current market status and avoid the loss of consumer groups. Potential consumers are the first factor to ensure market share increase. Let more newcomers become our consumers, and constantly cannibalize competitors' markets, is a core part of the company to ensure its own share.

In the traditional market, companies have very few access to consumers' data and information, and their contacts with consumers are also very limited, so that it is difficult to use effective information to locate a consumer group appropriately. In the digital age, every behavior of users can be extracted digitally by data embedding, such as browsing, clicking, forwarding, staying time, search volume, search keywords, purchased items, and quantity of product types. As well as the time nodes of all behaviors , etc., are data that enterprises can obtain. Through the combination of data and data tools, the user portraits of consumers can be well portrayed, and the consumer groups of their products can be further determined.

What are my consumer preferences?

Only by determining consumer preferences can we better carry out precision marketing. The channels of precision marketing, the content of precision marketing, and the number of types of precision marketing all require us to use digital technology to determine and determine. To give a simple example, if through analysis, your consumer group is a group of young groups with entertaining spirit, then major variety shows and video websites will be the first choice for marketing channels.

But in all user groups, each person's behavior preferences are also different. What methods and content should be used to market to consumers with different behavior preferences? This requires user segmentation. In machine learning, we use a clustering model to achieve this operation. Through user behavior analysis after user grouping, customized marketing strategies can be formulated for different user groups, which has achieved the effect of precise user operation.

As for the type and quantity of marketing, all can be answered directly or indirectly by the analysis results of the clustering model. In addition to consumer preferences, consumer preferences also include consumer preferences for products. In order to better understand consumers’ preferences for products, NLP technology can be used to obtain product evaluations by consumers, or by co-creation . A better understanding of customers’ product preferences in order to develop products that are more in line with consumer expectations.

What experiences do my consumers pursue?

Consumer experience is the more optimized experience that consumers expect in the entire consumer process. These experiences are reflected in every aspect of the user’s journey , the speed of logistics and distribution, the speed of order response, the precision of product traceability, and the smoothness of feedback. Each link of these is testing the consumer's attitude towards the company and the product.

How to understand the experience that users are pursuing and how to improve these pursuits has become a problem that enterprises need to solve. Through the data acquisition of the whole process of the user journey , the establishment of models such as funnel analysis or prediction models, so as to obtain the user's experience pursuit and better serve the customers.

Store experience, product experience, ordering experience, delivery experience, interactive experience, and logistics experience are all what enterprises need to better satisfy consumers.

Consumer and market-driven methodology - trace the entire process of user consumption

Through the acquisition of data for each process link, generating meaningful insights and driving consumers is the core of the entire customer and marketing . At the same time, we should always pay attention to the 4P principles of the market in each process touch point , namely product , price , placement , and promotion to enhance the value exchange between users and products.