Ahana

2022年10月6日

在一個關於作為D2C品牌推動增長的小組討論中，小組成員強調了了解自己的客戶並圍繞他們構建產品和業務的重要性。“由於(D2C)生態係統已經成熟，創建一個品牌並推出一款產品很容易。但從長遠來看，創始人在真正創新和解決消費者需求上投入了多少時間——這才能真正以非常全麵的方式建立一個品牌，”Fireside Ventures的合夥人兼首席財務官迪潘詹·巴蘇(Dipanjan Basu)說。在YourStory的2022年品牌大會上，數百家初創公司和品牌聚集在一起，了解印度快速增長的D2C經濟，他的其他小組成員也表達了同樣的觀點。預計到2025年，印度D2C產業的價值將超過1000億美元，在為期兩天的峰會上，由OLX前首席營銷官兼全球品牌負責人Sapna Arora主持的關於品牌如何更快擴大規模的小組討論“Performance that Performance”是一個受歡迎的環節。與Dipanjan一起參加討論的還有Open Secret的首席執行官兼聯合創始人Ahana Gautam和Paytm廣告公司增長和營銷主管Sakshi Mittal，他們都談到了品牌關注客戶需求的重要性，以建立一個成功的企業。在會議開始時，Ahana談到了D2C品牌本身如何幫助你更好地控製自己的商業模式。“我們希望成為一個消費者至上的全渠道品牌——無論消費者在哪裏購物，我們都希望出現在那裏。D2C是一個非常有戰略意義的渠道，你可以通過不同的方式向客戶銷售產品，”她說，並補充說，與他們建立真實的關係很重要。盡管Ahana和Dipanjan也提出了很好地營銷你的產品，並知道什麼時候營銷它，Sakshi補充道，瞄準正確的用戶也同樣重要，他說:“與正確的合作夥伴合作可以幫助你留住客戶，這是D2C在獲取層麵本身的更大挑戰之一。如果你獲得了正確的用戶，從長遠來看這就不是問題。” Big on data Leveraging user data would also help brands understand their customers better and build a better product for them, Ahana said, with marketing data becoming a huge driver for the same. “Track NPS (net promoter score) of customers, understand the words that they’re using (to recommend your product), and use that in performance marketing to a broader group of consumers. Everything should be fuelled by consumers and data can help you in those aspects,” Ahana said. Stay Updated You have been successfully registered for our daily newsletter. Sakshi also spoke about the Paytm ads platform and how it was able to help its clients target the right customers to create a loyal customer base through its various channels, explaining, “The depth of data with our platform is such that we have information on how much they’re spending, on what categories they’re spending beyond physical commerce, and how frequently they do it. That gives us an advantage over others to understand our clients’ requirements, whether it's sales or brand recognition, and to focus on different formats and targeting.” Fundamentals of funding Dipanjan brought his experience as a venture capitalist to the panel and advised brands and startups who were at the beginning of their startup journeys to focus on first finding the right product market fit. “As much as founders focus on building the product, the story about the consumer journey, it’s equally important to time the funding correctly. Raising too little, raising too much, raising ahead of product market fit are all challenging,” Dipanjan said. He added companies shouldn’t be tempted to always look at getting the highest valuation and funding amounts from investors, especially in their earlier rounds. “When you do that, you’re setting the bar too high for your capital growth and you don’t focus on the fundamentals like building the brand, community, building a sticky platform. You end up burning too much to get a certain level of revenue,” Dipanjan said, adding that the right playbook for startups would be to target the amount that they actually need so they can set realistic revenue targets and build a great brand for themselves – “Once you do that, the market is yours.” Ahana rounded off the session by telling the crowd to also hire the right people to manage your business, right from the top. “Be very clear about the kind of skill set and talent you want to bring in, and ensure that you have the right people,” Ahana concluded. We tell your stories. Stories that inspire change Sign up to follow stories that matter Login with Google Login with Facebook By signing up for yourstory you agree to the Terms of Service and Privacy Policy of the platform