Have you found that offline businesses and physical stores are trapped in higher and higher rents and labor costs, and then these stores, such as e-commerce, Taobao, JD.COM, as well as advertising fees, costs, through trains and other expenses. But there are also many social e-commerce. Through various social platforms, APP, WeChat business, WeChat or short video live broadcast, they can sell their products directly and make a lot of money. At this time, in fact, the logic of business has undergone tremendous changes. Based on the premise of "private domain closed-loop establishment", marketing matrix and gameplay, this paper makes a model of how to start a new brand in private domain and how to incite growth with very little cost. The core of new retail is three elements, one person, one commodity and one market. In fact, they are all doing "traffic and crowd business", so how to find a product to build new cognition? 1. Finding the characteristics of high-potential categories If there is no huge capital investment, it is best for your own start-up brand to find a category with a certain cognitive basis, which can reduce the "user cognitive cost". Many people think that FMCG sells visual impact and needs to be changed with each passing day. In fact, this logic is only half right. If a certain kind of consumers have no cognition at all, you will spend a lot of energy and money to educate consumers. Before that, you may not be able to sell it at all, and it will be even harder to survive. In fact, the essence of so-called commodity innovation is often in the specific form of goods. Category is the commanding height of strategy and belongs to the bottom of iceberg. As a brand, no one will come up to make a market and show their cards first, so it is very important to choose a wide and big track. 2. Discover the potential of popular categories. Many people think that their marketing budget is limited when they create a brand, and simply put on a "niche" hat for themselves. This kind of minority often imprisons thinking. The core of a small and beautiful brand lies in the sense of "minority", which usually refers to the brand personality and the minority who expresses their opinions, which is determined by "content communication" and is not aimed at the crowd. Therefore, we should start from the perspective of popularization as much as possible, and then focus on the size and characteristics of the minority. Finally, with the change of the market, the demand will become too large, and only with the right socialization can we get out of the circle. What kind of category has the potential for popularization? The core has two aspects: one is to meet the needs of contemporary trends, such as lonely economy, I eat alone, I travel alone, I record vlog at home alone, and cut into the FMCG market with a single scene, such as lazy hot pot, mobile games, instant hot and sour powder and so on. The other is "Yan value economy". Many boys pay attention to skin care, beauty, personalized clothing and so on. Light medical beauty is also the choice of many people. For example, "Healthy organic food, low-sugar and low-fat meal replacement products, weighing scale, fitness and slimming equipment, leisure snacks under the entertainment economy, live broadcast, short video related and so on. Second, the traditional categories of sub-categories (women's wear, skin care, snack food and household) are relatively mature, with sufficient market capacity and consumption habits. From the perspective of sub-categories, if the brand makes characteristics, it can also support a big brand, without worrying about the lack of market space. For example, Yuan _ forest sparkling water drinks, fairy stewed instant bird's nest, and some apple vinegar are all subdivided under the major categories. On the contrary, there is no need to subdivide those small-scale categories excessively, otherwise the brand will not be supported because of the small overall market. At the same time, you should have a highly accurate crowd, and you should manage the group well. There are more precise people. * * *' s vision is either to make money together or to become a hobby in this group. The community must be a whole group of people who satisfy this group of people and become their brand, and then I can satisfy the demands behind this group of people or have similar consumption characteristics through this group of people, so as to find the profit space and business opportunities of the community. Finally, sort out the operation process of the deep community: the first step: positioning; The second step: IP building; Step 3: seed user import; Step 4: ripening; Step 5: Explosion list conversion. Seemingly simple, in fact, every action and every node needs some complicated details to do. Finally, to sum up, the future development direction of community e-commerce is to bring goods through private domain traffic and short video IP live broadcast. Community e-commerce is a scene where IP can try more. For enterprises, the layout of IP brands is more reliable.