山东百度爱采购运营代理

　　在济南爱采购平台这片竞争激烈的商业 “战场” 上，产品想要从众多竞品中脱颖而出，精准提炼卖点是关键。一个亮眼的卖点，就像一把独特的 “钥匙”，能打开采购商的心门，吸引他们驻足关注、下单合作。掌握科学的卖点提炼方法，是运营者提升竞争力、获取订单的必备技能。

　　In the fiercely competitive business battlefield of Jinan Love Procurement Platform, precise extraction of selling points is key for products to stand out from numerous competitors. A bright selling point is like a unique "key" that can open the hearts of buyers, attract them to stop and pay attention, and place orders for cooperation. Mastering the scientific method of extracting selling points is a necessary skill for operators to enhance competitiveness and obtain orders.

　　深度剖析产品特性，挖掘核心优势

　　Thoroughly analyze product features and uncover core advantages

　　深入了解产品本身，是提炼卖点的基础。从产品的材质、工艺、功能等基础特性入手，探寻其与众不同之处。比如，销售一款家居用品，若采用了环保新型材料，相较于传统材料，它在安全性、耐用性上的优势，就是值得强调的卖点。在工艺方面，若产品采用了独特的制作工艺，如精密铸造、特殊涂层处理等，能使产品具备更高的品质和性能，这便是产品的核心竞争力。以机械产品为例，其高精度的加工工艺带来的更高精度和稳定性，就可作为突出卖点。此外，产品的功能特性也是挖掘重点，若一款电子产品具备创新功能，能解决用户以往的痛点，或是带来全新的使用体验，那这个功能就可成为吸引采购商的亮点。

　　A deep understanding of the product itself is the foundation for extracting selling points. Starting from the basic characteristics such as material, craftsmanship, and functionality of the product, explore its uniqueness. For example, when selling a household item that uses environmentally friendly new materials, its advantages in safety and durability compared to traditional materials are worth emphasizing as selling points. In terms of craftsmanship, if the product adopts unique manufacturing processes such as precision casting, special coating treatment, etc., it can provide higher quality and performance, which is the core competitiveness of the product. Taking mechanical products as an example, the higher precision and stability brought by their high-precision processing technology can be used as a prominent selling point. In addition, the functional characteristics of the product are also a key focus of exploration. If an electronic product has innovative features that can solve users' past pain points or bring a new user experience, then this feature can become a highlight that attracts buyers.

　　洞察目标采购商需求，精准匹配卖点

　　Insight into the needs of target buyers and accurately match selling points

　　不同的采购商有着不同的需求，只有了解他们的关注点，才能提炼出契合需求的卖点。通过市场调研、与采购商沟通等方式，分析目标采购商所在行业的特点、采购产品的用途和期望解决的问题。例如，面向餐饮行业的食材供应商，采购商更关注食材的新鲜度、安全性和供应稳定性。此时，产品卖点就可围绕食材的产地直采、严格的质检流程、稳定的供应体系来提炼，强调能为餐饮企业提供高品质、不间断的食材供应。对于工业采购商，他们可能更看重产品的性能、效率和成本。若销售工业设备，就可将设备的高效节能、低故障率、长使用寿命以及后期维护成本低等作为卖点，满足工业采购商对生产效益和成本控制的需求。

　　Different buyers have different needs, and only by understanding their concerns can we extract selling points that meet their needs. Analyze the characteristics of the target purchaser's industry, the purpose of the purchased product, and the expected problems to be solved through market research, communication with the purchaser, and other methods. For example, for food suppliers in the catering industry, buyers are more concerned about the freshness, safety, and supply stability of the ingredients. At this point, the selling points of the product can be refined around the direct sourcing of ingredients from their place of origin, strict quality inspection processes, and a stable supply system, emphasizing the ability to provide high-quality and uninterrupted food supply for catering enterprises. For industrial buyers, they may place greater emphasis on product performance, efficiency, and cost. If industrial equipment is sold, its high efficiency, low failure rate, long service life, and low maintenance costs can be used as selling points to meet the needs of industrial buyers for production efficiency and cost control.

　　对比竞品差异，突出独特优势

　　Compare the differences between competitors and highlight unique advantages

　　“知己知彼，百战不殆”，了解竞品情况，能帮助产品明确自身独特卖点。收集同类产品的信息，分析它们的优势和不足，找出与自身产品的差异。若自身产品在某方面比竞品更具优势，如价格更低、质量更好、功能更齐全，就可将此作为差异化卖点。例如，同样是销售办公文具，若自家产品在设计上更符合人体工程学，使用起来更舒适，就可将 “舒适设计，缓解办公疲劳” 作为卖点。再如，在价格方面有优势的产品，可强调 “高性价比，同等品质更低价格”，吸引对成本敏感的采购商。通过对比竞品，突出产品的独特价值，能让采购商更直观地认识到产品的优势所在。

　　Knowing oneself and one's enemy, one will never be defeated in a hundred battles. Understanding the situation of competitors can help products clarify their unique selling points. Collect information on similar products, analyze their strengths and weaknesses, and identify differences from our own products. If one's own product has an advantage over competitors in certain aspects, such as lower price, better quality, and more complete functions, it can be used as a differentiation selling point. For example, if a company sells office stationery and their own products are designed to be more ergonomic and comfortable to use, they can use "comfortable design, relieving office fatigue" as a selling point. For example, products with price advantages can emphasize "high cost-effectiveness, lower price for the same quality" to attract cost sensitive buyers. By comparing with competitors and highlighting the unique value of the product, buyers can more intuitively understand the advantages of the product.

　　结合使用场景，描绘产品价值

　　Describe product value based on usage scenarios

　　将产品与具体使用场景相结合，能让采购商更清晰地看到产品带来的价值，从而增强卖点的吸引力。以清洁用品为例，若只强调产品的清洁能力，采购商可能感受不深。但如果结合酒店、商场等大型场所的清洁场景，描述产品如何高效清洁大面积地面、快速去除顽固污渍，大大节省清洁时间和人力成本，采购商就能更直观地理解产品的实用性和价值。对于一些创新产品，通过场景化描述，能帮助采购商想象产品的使用方式和效果。如智能安防设备，可描绘在家庭、商铺等场景中，设备如何实时监控、智能报警，为用户提供安全保障，让采购商更愿意尝试采购。

　　Combining the product with specific usage scenarios can enable buyers to see the value brought by the product more clearly, thereby enhancing the attractiveness of the selling points. Taking cleaning products as an example, if only the cleaning ability of the product is emphasized, the purchaser may not feel deeply. But if combined with the cleaning scenarios of large places such as hotels and shopping malls, describing how the product efficiently cleans large areas of the ground, quickly removes stubborn stains, greatly saves cleaning time and labor costs, buyers can more intuitively understand the practicality and value of the product. For some innovative products, scenario based descriptions can help buyers imagine the usage and effects of the product. Intelligent security devices, such as those used in homes, shops, and other scenarios, can be described as real-time monitoring and intelligent alarms, providing users with security guarantees and making buyers more willing to try purchasing.

　　用数据和案例佐证，增强卖点可信度

　　Use data and case studies to enhance the credibility of selling points

　　空洞的描述难以让采购商信服，用数据和真实案例佐证卖点，能大大提升其可信度。在提炼卖点时，尽量使用具体的数据说明产品的性能和优势。例如，一款节能灯具，可强调 “比传统灯具节能 70%，年节省电费超 500 元”，让采购商对节能效果有更直观的认识。此外，分享真实的客户案例也是有效的方法。讲述与客户的合作经历，包括客户的需求、产品如何满足需求以及带来的实际效益。如某企业采购了一批产品后，生产效率提升了 30%，成本降低了 20%，将这样的案例作为卖点展示，能让潜在采购商更相信产品的价值，从而增加购买意愿。

　　Hollow descriptions are difficult to convince buyers. Using data and real cases to support selling points can greatly enhance their credibility. When extracting selling points, try to use specific data to illustrate the performance and advantages of the product. For example, an energy-saving lighting fixture can emphasize "saving 70% more energy than traditional lighting fixtures and saving over 500 yuan in electricity bills per year", allowing buyers to have a more intuitive understanding of the energy-saving effect. In addition, sharing real customer cases is also an effective method. Describe the experience of working with clients, including their needs, how products meet those needs, and the actual benefits they bring. After purchasing a batch of products, a certain enterprise's production efficiency increased by 30% and costs decreased by 20%. Using such a case as a selling point can make potential buyers more convinced of the value of the product, thereby increasing their willingness to purchase.

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