Development direction of micro-community: Service and O2O avoid marketing main service card

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Article | Zhu Yi

In Saturday, the Henan Mobile Internet micro-power summit, the author and sing president, micro-community leader Chen Liang talked about some of the development of micro-community, and how to help traditional communities into the mobile Internet.

1, Sing team exploration and development, independent app promotion is too difficult, through the micro-community can reduce user access costs

Before the micro-community, sing discuz! Team has tried to launch discuz! Mobile phone version as well as the handheld forum, in the exploration process found that relying on their own inherent resources in accordance with the old service model does not work, the most important reason is to promote the app is too difficult, the cost is too high.

In the PC era, 20% of the users are loyal users of the community, 80% of users will access the community through search engines, and the PC community gets the cost and model of the user more mature; In the mobile internet era, the 28 principle turned upside down, and only 20% of users were willing to download the community's own app And also face open rate, active rate and other issues, 80% of users focused on a few app products.

The introduction of the micro-community is to help users focus on 80% of users. At present, micro-community docking micro-letter public platform and mobile phone QQ, also means that the largest user resource pool. And the use of micro-community, experience is very convenient, users do not need to register, through QQ and micro-letter can be used immediately.

In other words, whether the traditional community to transform the mobile Internet, or traditional entrepreneurs to enter the mobile Internet, the choice of micro-community entrepreneurship means lower user access threshold and user access costs.

2, mobile internet business, should avoid marketing the main service card, and do small and beautiful career

Now that the micro-community is open to application, what should the entrepreneur do after the micro-community? Chen Liang believes that playing service licensing and O2O is currently looking at two better development models.

Advertising is a kind of the most superficial way to profit, and marketing will destroy the user experience, is the major platform to crack down, only the real user Service, do deep to do the essence of the most important. Start with service, not from marketing; marketing is to harass users, service is to consolidate users, to provide users with services to create value for users, this is also a micro-trust platform has been advocating values. More services are provided, and the chances of making money are correspondingly much more.

To do a good service, do deep do a solid, mode to take place plus vertical the best, and do not do all-inclusive, do small and beautiful. Do not do the national nature of the community, even if the national nature of the vertical field, do not greedy big. Traditional community stationmaster and entrepreneur dozen is guerrilla warfare, not warfare, want to choose a position that is small enough, own hold, also have certain resource advantage. Because we live in the local, more understanding of the segmentation industry, and the big giant is not so fine.

3, two micro-community O2O cases: micro-lateral micro-community to meet the needs of mother-child printing, hand Q-side micro-community services to farmers

Another development direction is O2O. There are two cases where the O2O model is built through the micro-community. A mother's child class public account, through the local print shop in a two-dimensional code to promote their micro-public accounts and micro-community, users upload photos to the micro-community, if you want to more clearly magnified photos, will be landed to print shop to pay for printing. Here, the micro-credit public account to become a media platform, micro-community is an interactive platform, users online printing, on-line communication, and then back offline consumption, successfully completed closed loop.

There is also a farm product, there are a large number of farmers consulting related issues, explain the cost, the cost is very high after sale. These farmers have smartphones and mobile phone QQ, mobile phone QQ micro-community post, manufacturers to answer, farmers online micro-community to complete pre-sales consulting and after-sales service, and then online to complete the purchase, but also a better O2O mode.

Micro-Credit Public account Id:zhuyiweixin