How to choose a product as a micro-trader

As a micro-business, said nothing but two things: choose good products, sell good products. But in concrete implementation, mask brother found that many people are wrong in the first step. Products do not choose the right, the back of a lot of time and energy, the effect is not good, but doubt whether they do not do well.

So for all the micro-business, the first problem to be solved, and the most important question, is how to choose a good product.

Analysis of the status of grassroots micro-business

If you look at a few friends circle, analysis of the current grassroots micro-business situation, we found that roughly can be divided into the following categories:

1. Single brand/single company product sales

This kind of micro-quotient, relatively most focused, the circle of friends to create the content of the basic products around a single brand. For example, a few big brand mask sales, it belongs to this kind of situation. Sell to sell, are around the brand, mask concept.

2. Single concept, multiple brands and products

For example, the concept of the main skin care, then may be in the sale of facial mask, also sell toner, horse oil and other products. Even the mask, it is possible to sell several brands at the same time, different concepts of products.

3. Multi-product, multi-brand, multi-concept grocery store

The Circle of Friends is a mess, everything is selling. Today is still selling clothes, tomorrow will start selling snacks, the day after next sell facial mask.

Second, analyze the core advantages of micro-business

In the circle of friends to sell goods, some people how efforts are unsuccessful, some people are confused to make money. If we want to have systematic, continuous success, we must think clearly where the advantages of the micro-quotient core point.

1, the core advantage is the trust relationship

And Taobao, the cat, Jingdong ratio, micro-business is the lack of a sound shop evaluation system (such as Taobao store grade), that is, after the stranger came, is no way through the system directly to judge you This "shop" is not reliable, product good.

So why do you still sell the goods?

Because for many people, the micro-letter friends are the work, the real friend of life. They come to you to buy products, not based on the trust of the "store", but on your person's trust.

Therefore, the first step of the 90% micro-business, are the first to sell products to real life friends, the transaction was established, the core advantage is: trust.

2, the core advantage of two, is profit margin and repurchase

Most of the micro-business, Friends Circle friend number is actually not much, but can reach a monthly income million, why?

The first is that the profitability of the product is high enough (since the number of customers is not a lot at first), and then there is a need for a repeat purchase. If you can not do the repurchase, the circle of friends to convert, basically there is no second business can do, even if a start to make more money, basically can not be repeated.

Looking back, why the mask, clothes, snacks and other products in the circle of friends to sell the best, lies in these two points. They have high enough gross profit margins and are products that can be purchased over and over again.

Iii. which products are suitable for micro-business

Before the first, 22 points to understand, we are very clear what kind of products, how the product strategy is suitable for the micro-business approach to sell:

First of all, the product strategy, it is clear that multi-brand, multi-concept, multiple products of the form of the grocery, in the micro-business is basically unworkable. This pattern, at first glance, looks like the product is rich enough to do better, in fact, the opposite, for the following reasons:

1, many products, on behalf of each product you can not enter the core, can not get enough low prices, so as to ensure profitability.

Generally to get the lower cost, have to take the volume of demand. Many do "grocery store" micro-business, actually do is a generation, poor profit margins. More and more miscellaneous, but not to make money. This kind of people, in fact, many are novice, completely do not understand the micro-business, and dare not invest, to concentrate on a product. Instead of trying to make money, they want to test the market in this way.

2, many products, can not focus on customers

Friends Circle friend number is actually very few, many products cause your "shop" can not focus, give people positioning is very vague, bring the result is not the conversion rate of increase, but is reduced. This multiple product management, from the electrical business must be equipped with sufficient traffic and target customer base to be able to succeed (this is also the Jingdong and other comprehensive categories of business to the number of SKU to spell), but it happens to be the largest micro-quotient of a short board.

Therefore, for most grassroots micro-business, either focus on a brand, or focus on a concept. But focus on the concept (such as skin care, such as health), the difficulty of operation is relatively large, the cost of investment (mainly to take goods and customer cultivation) is also very high, not suitable. The most suitable, in fact, is still closely with a brand.

Second, the product.

Obviously, as mentioned above, not all products are suitable for micro-business. Generally speaking, if this thing is a sustainable business, product selection must be one of the following:

Situation one: mainly through their own sales of products to make money (that is, not recruit agents)

This situation, we must choose the audience wide (this is not absolute, the following will also be elaborated), a high rate of repurchase (rapid replacement, or consumption), gross margin high enough products.

Situation two: While selling products, while recruiting agents, through continuous new entrants to make money

In this case, the requirements of the situation is still there, at the same time, the brand's past influence, the operation of the micro-business investment and experience is very important. Big brand, willing to invest money to do publicity promotion of the brand, not only good sell goods, also good recruit agent. So in addition to product positioning itself, more is to see the situation of brand manufacturers.

But there is also a situation, some people sell niche products (such as jewelry, leather goods and other luxury goods, or teapot Vento and other niche products), the micro-business also did very successful, this is why?

This is because these people's friends circle friend distribution, purchasing power situation, as well as their own influence, resources and other special circumstances decided, the issue will be more specific discussion later.

How to choose the most suitable for their own micro-business products?

After following the above principles, how to choose the most suitable for their own micro-business products?

1, analysis of their micro-trust friend situation

For most of the lack of sufficient micro-business skills of new recruits, the most appropriate approach is to analyze their micro-trust friends of the situation to choose products, which relates to your career, expertise, interests, hobbies.

For example, you are a basketball lover, micro-trust friends have a large number of the same basketball enthusiasts, then the basketball and peripheral products as a cut is a better choice.

Or your career is a free webmaster, added a lot of Webmaster micro-trust friends, then you need things, stationmaster people demand products, but also you do a good point of the micro-business.

But in a very common situation, most people's friends may be confused, with no particularly precise directivity. In this case, doing some popular consumer goods is the best choice. For example, mask, as long as the female friends can become potential customers. such as snacks, clothes and so on, all belong to this kind of situation.

2, analysis of their ability to integrate the source

The direction is fixed, does not mean that everything is done. Many times you know that a product direction is best for your circle of friends, but can not find a good source of goods, operation is also very difficult.

For example, there is a Vento enthusiasts, there are thousands of like-minded micro-trust friends. But if you want to operate the Vento project, the investment funds are very large, and it is difficult to find a real high-quality source, so even if the direction is good, can not operate words can not fall.

So, when the choice of goods, the best way to do? is to put their friends situation and the resources of their grasp of the situation, to find the point of agreement.

What if I can't find it?

In two ways. The first situation, is indeed the accumulation of resources is not enough, then can only say that in such a time node you are not suitable to do micro-business, even if very hard to do, such two are not dependent on the situation is difficult to make achievements.

In the second case, it is likely that your resource integration method is incorrect. There are many ways to find sources of supply, such as field visits, Friends Introduction, network search. You have to ask yourself, have you ever tried?

Can only say, now information so developed society, most people as long as the intention to find, the way, always find some suitable for their own products.

V. How to identify the brand/product side of the strength

Most of the situation, a lot of people into the micro-business industry, are someone to actively promote, or see ads, that is, the brand side of the agency to actively attract you to join. In this case, whether to join depends on the brand side/product side of the strength and whether it is suitable for you.

To join a team, a brand, you just need to consider the following:

1, the product is suitable for you

Use the method described above to analyze whether the product is suitable for you. The product is not suitable, again big brand do not try.

2. Product quality

If the product is suitable for you, some are tempted, that is very simple, oneself buys a little product to look. What are you looking at? Outside packaging, product quality, the use of products, and so on, only to see the quality of the eyes, do not believe the picture, do not believe the home said the hype.

3, Gross profit margin

Look at the retail prices and the price policy of the home to calculate the gross profit margin. As above analysis, if the gross margin is too low, the absolute price of a single product is too low, are not suitable to do. Gross margin of about 30% on it. Not too low, not too high. If it is too high (100%-200%, to the lowest level of the agent), you need to worry about the quality of the product problem.

4. Brand influence

Brand in the promotion, speculation, such as micro-business trader's capital investment, channel input, as well as the experience of the operation. Simply put, the brand will not play the micro-business. This is very important, if the brand as the general initiator will not play, the strength of the upper level is too small, the following people hard to have good results, or input-output ratio is too low.

In addition to the above 4 points, there is a key point.

We should remember that most people are very difficult to directly become the agent of the factory, often with the manufacturers at all levels of the agent at the bottom of the talk. So you become a brand agent, also means to join the original agent of the team. For beginners, as well as the good ones, it's important to sell the product, and how to sell it, and whether the team you join is willing to help you, and how their abilities are critical.

The role of the team: the team can give you sales skills, sales methods, the team can brainstorm and solve problems together. The team can also share the hardships, encourage each other, endure the most difficult stage.

So the team is almost the most important consideration for the novice. Before you make a decision, you have to go through a variety of methods to investigate the sale of their own goods, as well as personality, team atmosphere, whether willing to help you, whether there is training.

Basically, the above things thoroughly understand, I believe you will know how to do the micro-business should choose the product.