Recommended Preface to "Shopping Revolution": To demonstrate unique value, start by thinking about the pleasure, advantages and benefits it brings to customers

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At the moment when I write this recommendation preface, it coincides with the annual Black Friday. This is the informal name Americans give to the Friday after Thanksgiving, and it is also a big day that many retail and e-commerce businesses are gearing up for. “Black Friday” is important not only because it is the barometer of Christmas sales performance in the retail industry every year, but also because it is also one of the most important and busiest days of the year for various businesses.

With the rise of global consumer awareness and the rapid advancement of information technology, traditional shopping models can no longer meet the expectations of most customers. Therefore, many companies, including e-commerce giants Amazon and Alibaba, have in recent years tried their best to create better value for customers, setting off a new wave of retail industries in various countries.

During “Black Friday”, read a book by Barbara, a professor of marketing at Wharton School of Business in the United States. Kahn (Barbara E. Kahn) “[Shopping Revolution](https://www.books.com.tw/exep/assp.php/vista /products/0010843684?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202001)》, which seems particularly meaningful. When the author of this book served as the director of the [Jay H. Baker Retailing Center] (https://bakerretail.wharton.upenn.edu/) at Wharton School of Business, he often had extensive exchanges with the CEOs and eldest senior executives of the largest retailers in the United States.

Professor Kahn’s professional education is [this book](https://www.books.com.tw/exep/assp.php/vista/products/0010843684?utm_source=vista&utm_m edium=ap-books&utm_content=recommend&utm_campaign=ap-202001) has poured in abundant nutrients and also advocated many new marketing concepts, such as the “Kahn Retail Success Quadrant” (Kahn Retailing Success Matrix) is refreshing. To put it simply, this “Kahn Retail Success Quadrant” is composed of four basic strategies, namely: brand leadership, experience leadership, low price leadership and no resistance leadership.

Professor Kahn told us that if retailers want to survive in a highly competitive market, they must strive to achieve at least a certain level in all quadrants. But if an industry wants to stand out and even become a market leader, it must create better value in at least one quadrant. In other words, it must be number one as much as possible. In addition, in today’s fiercely competitive market, it is more secure if you can achieve top status in both quadrants.

The design principles of this quadrant chart are basically based on two simple marketing principles: The first principle is that customers want to buy the products they want from merchants they trust, which means to achieve a balance between consumption experience and product benefits. The second principle is also very simple, that is, in order to win the favor of customers, retailers must provide products and experiences that are far better than their competitors. These two principles seem simple, but in fact they are not easy to implement. They are worth pondering for us (https://www.books.com.tw/exep/assp.php/vista/products/0010843684?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202001)!

Reading this also reminds me of the key points I often share with students in class. In the process of marketing and promotion, don’t just stick to the function, specifications and price of the product, but start from the pain points and needs of the target audience, and think more about the pleasure, advantages and benefits it brings to customers… Only in this way can the unique value of the product and service be demonstrated, and then meet the true expectations of customers.

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By the way, besides recommending good books, there is one more thing!

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★ Photo Credit: Bianca Lucas

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Further reading

• Recommended Preface to Cash Level Literary Power: Build Literary Power and Convert Eyeballs and Traffic into Orders
• Reading experience of “E-commerce Zero to One: From 0 to 1”: Starting from scratch, using the Hack spirit
• “Recommended preface to the rules of self-media: “3333 Internet Profit Plan” written for complete amateurs”: Sincere sharing and practice is the road to success

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