How to use big data to locate

Positioning theory is one of the most important marketing theories in the past few decades.

However, when many marketing experts do positioning, they rely on patting their heads to find inspiration.

This is a very serious and unscientific means.

Because anyone's cognition is limited.

Moreover, everyone is used to infinitely amplifying the influence of what he knows.

1, the real data is not what you think.

2. Determine the core principles of positioning.

3. How to use big data tools

First, the real data in the real world is often different from what you think.

For example:

What do you think foreigners care most about in China?

Whenever you ask this question:

Many people will respond to politics, human rights, economy and so on.

In fact, this is not correct. Most foreigners don't even care about politics and human rights in their own countries. How can they care about these problems in China?

I remember eight years ago, when I was using the Google keyword tool to query, when I searched for the keyword "Chinese".

The tool immediately listed the top 30 combined words containing "Chinese" with the largest search volume.

After seeing the data, I was surprised to find that among the words "China XXX" with the largest search volume, among the top 30 words with the largest search volume.

Among them, "China Cuisine" and "China Girl" rank in more than 20 places, and the remaining 28 words are all related to a theme, that is, "Metaphysics".

The most searched keywords are China divination, China astrology, China marriage divination, China calendar, China fortune telling and so on.

It turns out that foreigners are most concerned about China's metaphysics, and this is the most real situation!

Give another example.

Two years ago, I was invited to give a speech in Shanghai. At that time, a friend who was an expert in traditional marketing was also a lecturer. At dinner that night, he was very excited to tell us one of his business plans.

He plans to invest several million yuan, raise another 20 million yuan, and make his own notebook computer. He spent half a year planning very carefully and found a cooperative manufacturer.

I asked him to make a distinctive notebook computer.

He said: 17 inch laptop.

He said that Apple has stopped selling 17-inch notebooks because he has been using 17-inch notebooks. I understand the demand for notebooks of this size. No one in this market is doing well. He was going to do it, so he came up with a name called "Young Master Ben", which is sure to be done soon.

After listening to his excitement, I immediately went to JD.COM and Taobao to inquire about the sales data of 17-inch notebooks, and found that the annual sales add up to several thousand.

Why did Apple give up?

Because the market is too small.

He likes to use 17 inch notebook computer, which he thinks many people all over the world like, which is a serious wrong way of thinking.

After seeing this sales data, I didn't say it directly in front of many people, but sent him a short message privately to tell him the real market data.

Soon, he gave up the project completely.

Second, determine the core principles of positioning?

Choice is more important than hard work!

How to choose the positioning of products?

How to choose personal orientation?

There are three principles:

The market demand is increasing.

2. The market competition is very small.

3. Match with your own resources

Third, how to locate with big data?

In the market, the data produced by those survey companies are not reliable, because they only get reports through thousands of questionnaires.

In fact, we can directly check the real data of hundreds of millions of users for free to help us make market positioning decisions.

Who can provide these data?

1, Baidu

2.taobao.com

3. Google

4. Amazon

Through Baidu index, you can query the search volume of a keyword. The greater the search volume, the greater the market demand.

Then we will look at Baidu's search results. If there are not many professional websites in the top three, it shows that there are great opportunities in this field.

Taobao also has an index, but it has just been closed, and now it has become a Taobao business person. Supported by Taobao data, there are many third-party websites that can query relevant data.

If you enter a keyword, you can see how many people search every day, how many transactions there are, and where are these people from? How old are you? What constellations are there? Income? Hobbies and things like that

These data can be viewed for free!

If you want to know the global market data, you can directly lock the query area to the specific search times of a country and a language through google's keyword tool.