How to draw the portrait of the target user, and what is the use of the portrait of the target user in other places besides advertising? It is a subject that every marketer must face. Influenced by the crowd label of e-commerce platform, many people will think that my target users are women aged 18-24, exquisite white-collar workers living in first-and second-tier cities or Z-era people. In fact, these are just nine hairs of Niu Yi in the portrait of the crowd. At the same time, the application of user portraits based on e-commerce platform labels is also limited to advertisements: the crowd delineated by advertisements, the time of advertising, the content presented and the creative form are the most common marketing uses of user portraits. In fact, the portrait of the target group should not only serve advertising, but also serve the marketing problems that all brands have to face, such as our content strategy, product strategy, price strategy, promotion strategy and channel strategy. We can analyze it from ten dimensions: 1. Consumption values. Consumption values and income levels determine consumption behavior. With the video age of shopping, more and more consumer behaviors begin to become "love at first sight", and there is no decision-making process of "concern, desire, interest and action". At the moment when users make a purchase decision, they are essentially influenced by consumption values. Is it "high-end shrewdness", "face value is justice" and "nationalism", or "cosmetic consumption" and "fair price and high quality"? 2. Demographic attributes: age, occupation, gender, city, etc. This is known to many people. It is also something that brands must consider when doing Internet advertising, crowd selection and offline market expansion. It should be noted that the city level division is not equal to the user portrait area. For example, a migrant worker from Henan in Guangzhou is physically located in a first-tier city, and in terms of consumption patterns alone, it may be a city below the third tier. This is to be distinguished. Therefore, the eight-person portraits of e-commerce platforms such as young people and exquisite mothers in small towns also consider consumption patterns. 3. The purchase consideration of target users is generally analyzed based on specific products. Consumers consider different factors before buying different products, and the proportion of influencing decisions is also different. We need to choose the most important purchase decision factor from many considerations. This is our primary consideration when refining the core selling points and introducing products. 4. Target users' ability to judge product quality With the enrichment of network content, more and more users began to trace the source of products, and the birth of component party was based on this. For many products, users can perceive the quality of products through intuitive vision and touch: for example, paper towels. And some products, as long as the quality is not very bad, it is difficult for users to intuitively perceive, such as some skin care products. This is the primary consideration of our brand when making price positioning. 5. The target users' media preferences and browsing psychological scenes are not just what kind of media users like. Since the media era, the differences in the psychological scenes of users browsing different media require brands to present different contents in different communication channels. Therefore, we need to "decompose the content around the target users and deduce the content around the channel characteristics". Different users, in different media, have different psychological scenes when browsing the media. For example, in Tik Tok, leisure and entertainment may distract time. Weibo, a political gossip, is called Aidou, and Taobao is a shopper. Different browsing psychological scenes have different requirements for the form, output and content of delivery, which is our primary consideration when formulating media strategies and different media content. 6. What do the target users like? What kind of content do you care about the product itself? How should the two be combined? How to choose the combination of attraction, interest and interest points? This is what we should consider when we are creative in content communication. 7. Elasticity of product demand and demand form of target users What kind of demand form is our target users? Is it immediate demand or random demand? What is demand elasticity? Is it rigid demand? How much does price affect demand? This is what we should consider when formulating the promotion and channel strategy. 8. Consumption habits of target users. Do target users have the habit of hoarding goods again? Is it impulsive consumption or rational consumption through different channels? What's the difference between their online consumption habits and offline consumption habits? This is what we should consider when formulating the strategy of "channel, product and price". 9. Purchasing behavior of target users. This is the most basic portrait of member management. Judging user value with RFM model as the representative. R: the last consumption: the smaller this value, the greater its value to us; F: Frequency of consumption in a certain period of time: The larger the value, the better M: Money spent in a certain period of time: The larger the value, the better. This is a problem that we should consider in membership management and membership marketing. But this is only the presentation of the results. How to communicate with different members needs more insight and analysis. 10. It is very important to gain insight into the life scenes and emotions of the target users. This is the basis of whether the brand can communicate with users emotionally. In the Internet age, every brand is talking about scene marketing, which requires brands to integrate into customers. But putting aside the insight into the life of the target users and talking about scene fusion is purely hooliganism. Whether our advertising pictures and communication pictures can arouse users' feelings fundamentally depends on our insight into the life scenes and emotional attributes of the target users.