In the highly competitive consumer goods market, many brands are gradually facing growth bottlenecks after experiencing the dividend period of e-commerce platforms. In this article, we will explore how brands can transform from "products of choice" to "brands that are loved", and realize the transformation from short-term sales orientation to long-term brand value building by upgrading user portraits.

In the past round of cycles, many consumer goods have completed the accumulation of product cognition from 1 to 0 and the precipitation of people's digital assets with the help of the dividend period of e-commerce platforms.

Nowadays, with the intensification of competition, the slowdown of inventory week changes, customer acquisition costs and other changes in the business environment, these brands are gradually coming to a growth bottleneck period - traffic peaks, homogenization is serious, user loyalty is low, brand transformation and upgrading has become imperative.

In this case, if the crowd portrait provided by the e-commerce platform alone cannot support the brand to complete long-term user operation and sustainable growth. Therefore, today Shuze will talk to you about the upgrade of user portraits under this transformation cycle, how to change from "selected goods" to "loved brands".

The biggest advantage of the crowd portrait generated by the e-commerce platform is that it is real, dynamic, and can generate direct sales results.

First of all, which is based on real trading behavior, so the data is highly authentic;secondlyIt can accurately measure the conversion rate, repurchase rate and other indicators, and the quantitative indicators are clear;again, its data update frequency is high, can quickly reflect the changes in the market, and the immediacy is strong;lastThe application of these crowd portraits can be directly applied to e-commerce platforms, and the reach is accurate and convenient.

Of course, the crowd portraits generated by e-commerce platforms also have great shortcomings.

First of allFor example, Xiaohongshu, Douyin, JD.com, Taobao, Pinduoduo, Dewu and other platforms have a big gap in the user market, and then the data of these platforms is isolated from each other, and the island effect is strong, and it is impossible to form a panoramic view of users that can be applied.

secondlyBecause it is an e-commerce company, it is inevitable to pay too much attention to transactions, and ignore how to use the brand dimension to solve the problems of how to attract users to buy, buy repeatedly, and why to buy, and fail to capture the user's emotional connection point to the brand, resulting in the inability to produce more efficient brand content to increase the user stickiness and value thickness of the brand.

And one last pointEven your competitors can easily obtain the same dimension of data, and there is no way to form a brand's unique differentiated insights and playing style.

In the rough and rapid period of enterprise wolf expansion, the portrait of e-commerce crowds will definitely help growth. But when brands stand at the crossroads of transformation, the limitations of these surface data will be revealed, and you will find that your core needs and decision-making motivations for users are almost blank.

This kind of dilemma of seemingly abundant data and insight into actual barrenness not only hinders the definition and growth of brand value, but also prevents enterprises from carrying out innovative growth in the second and third curves.

舒澤關於電商人群畫像和品牌用戶畫像有一個“礦山論”。如果我們將包含豐富信息數據的用戶畫像比作一個礦山，那麼電商人群畫像就是我們站在萬米之外看見的那個山尖尖兒，而基於完整洞察的品牌用戶畫像才是我們有最大挖掘意義的“整座山”，也就是使用者的全生命週期、全流轉鏈路價值。

What kind of brand user personas do we need?

1. Standard Static Sketch: Are our users predominantly male or female? Approximate age range? Are the users and buyers the same? What are the characteristics of the profession? Income tier? Geographical impact?

2. Category usage scenarios: What are the core usage scenarios and usage scenarios of our type of products in users' lives?

3. Spiritual and cultural dimension: multi-dimensional insight into the life attitude of our target users, what are the core values they pursue? What are the cultural trends and the need for social identity?

4. Pain points of emotional needs: What are the unmet emotional needs and pain points of users? (The goal is the follow-up: Based on the above insights, how can we optimize the product/service to meet the unmet emotional needs and pain points of the product?)

5. Purchase Decision Chain: What is the user's motivation for purchasing? What are the flow characteristics of the motivation-based decision-making link? (The goal is to follow-up: to do marketing PUSH in all aspects of circulation.)

6. Brand perception attitude: Based on the above insights, what is the attitude and brand awareness of our products among these users? (The goal is the follow-up: how to strengthen trust and build loyalty?)

7. Social communication impact: Is the user's social form online and offline? What about engagement? Is it an opinion leader? What kind of spontaneous communication are you willing to participate in? (The goal is to follow-up: Based on all the above insights, how can we target users on social media and in all aspects?)

How can we export brand user portraits through e-commerce crowd portraits?

Step 1 Integrate the data in multiple dimensions and connect the omni-channel data

1. Integrate data sources such as e-commerce platforms, official websites, social media, mini programs, and offline stores, extract user identities, user feedback word clouds, user imprint clues, etc., and build a data middle platform.

1. Design a survey questionnaire with non-transaction data according to 0 to collect information such as user lifestyle, values, product emotional needs, scene use pain points, social forms, product use feelings, and brand recognition.

Practical suggestion: according to the circulation link from the private domain - e-commerce 1VN - public domain to do, it must be soft + have interest points, which can improve efficiency and ensure authenticity; Some APPs should pay attention to compliance issues and must conduct data exploration in the scientific and technological dimension on the basis of user consent and authorization.

3. The data and information obtained from the above two channels are comprehensively analyzed and a user three-dimensional label system is formed.

Practical suggestion: You can refer to my previous article "Planning Media to Dump Each Other: Can't Fine User Portraits Bring Good Conversions?" 》。

Step 2: Qualitative Research AB Test User Recovery

1. According to the dimensional insight, select typical users for in-depth communication with VIP users in the first round, explore users' usage scenarios, decision-making motivations, and decision-making flow links, and capture the real needs, real psychology, and comparison points of the differences of this product and competing products.

Practical suggestion: Shuze will design several inconsistent questions in a probing plan before, and often these questions can better capture the real needs of users.

2. Don't wait until the final generation to deliver, at this stage, take Xiaohongshu and Douyin platforms to do the accuracy of the user portrait return AB test, the purpose of this stage is not to accurately reach, but to observe the value information points of the user return, to adjust the current portrait of the school excellence.

Practical suggestion: This step suggests that there are a total of 50 rounds, and the budget ratio is 0%-0%-0%, if the last 0% of the budget output effect exceeds the second round of 0% budget output effect, it means that this link test is successful.

Step 3 Communicate regularly and optimize continuously

This module is handed over to students in community operation, e-commerce operation, new media operation, and media delivery, so that they can receive user feedback information according to different user contact levels, and discuss it regularly, so that we can adjust and optimize it in time.

Practical suggestion: If you have energy, it is best to establish a brand integration standard BI system for user portraits.

Brand user portraits have great strategic value for the long-term construction of brands.

First of allBased on the in-depth insight into users, the core value proposition of the brand and the core selling point of the product can be clarified.secondlyIt can help brands find unmet needs of users, and then transform them into product innovation and user experience optimization, and improve the user viscosity of the brand;again, can find the emotional resonance point in the process of product marketing and promotion, and improve the efficiency of communication;last, which can transform the brand from short-term sales orientation to long-term brand value building.

How to build user portraits in the future is also the direction that Shuze has been exploring recently.

1. AI Gripping System:Cross-platform capture and improve users' brand awareness, brand attitudes, decision-making tendencies and brand associations.

2. Global Authority:How to balance the relationship between long-term brand precipitation and short-term revenue improvement, and make the three-dimensional dynamic portrait circulation into a delivery system with platform weight.

3. AI Prediction System:How to use AI tools to achieve pre-investment prediction and post-investment recovery and optimization according to different products, so as to achieve efficient circulation.

Above.

The upgrade from e-commerce crowd portrait to brand user portrait is essentially the requirement of the market competition environment, and it is also the transformation of enterprises from selling thinking to brand thinking, and it is an inevitable move for the long-term user value management of the brand.

In the fierce competition in the consumer goods market, it is hoped that more and more brands can balance the relationship between short-term revenue survival and long-term value construction, build unique brand equity based on users, and realize the transformation from "selected goods" to "loved brands".