Community e-Commerce notes: Family-style enterprise, the network marketing in the workshop

The fragmented community is like a gold mine, who is the one who cultivates it? Remember Ma once obscure said Taobao sales is a specialized technology, community Network Marketing is also the case.

Through 6 years of tracking research and practice on overseas Chinese Road Tea house, the author (Dream Qinhuai) found the following laws:

First, engaged in community-type network marketing is the main body of countless small and medium-sized enterprises, these small and medium-sized network marketing personnel often constitute a local life portal community a fresh force.

The main characteristics of Community marketing is localization, specialization, regional and vertical to the central business set a huge barrier. In this way, the community E-commerce and Taobao formed a difference, so to survive and development.

Fragmentation at the same time make the cost of Community marketing Low-cost, become the first choice for tens of thousands of small and medium-sized enterprises. Guerrilla-style warfare makes large enterprises useless, facing the exclaiming of the fragmented community.

For example, it is no exaggeration to say that in the overseas Chinese Road tea shop, the most loyal netizens are merchants. As you can see from the data, 6 of the 10 IDs with the longest online time are business owners in the household industry, with the longest online time reaching 2,300 hours.

Second, participate in the network marketing of small and medium-sized enterprises in the family-type enterprise accounted for a large proportion.

Chinese-style entrepreneurship, the initial basic is an acquaintance of the economy, ties are relatives, friends, classmates, fellow countrymen and other social relations. And the most reliable way is the family-type enterprise, the affection provides the huge safeguard for the interest relations. Annual turnover of less than 10 million of enterprises are often family enterprises, since the annual turnover of more than 20 million gradually change.

For network marketing, family-style management shows a unique role, that is, the loyalty of the network sales staff.

Analysis of traditional enterprises and network sales as the main enterprise (hereinafter referred to as Network Enterprises), we found that the network enterprise is only in the traditional enterprise grafted network marketing elements. The main function is embodied in the network promotion, interactive sales and crisis PR; The main organizational structure is that 10%-20% of the enterprises are directly engaged in network sales, often called network customer service.

The rapid development of the Internet, the initial stage of network marketing for the first net enterprises brought great benefits. and network marketing Technology by these networks as the main channel of the Enterprise as a secret. In Nanjing home market, a skilled network customer service monthly salary of more than 3000 yuan, with his (her) equivalent and work experience of the average staff of the monthly salary of only 1200 yuan.

The rapid development of the market for online customer service There is a huge demand, network marketing technology has become the owner coveted treasures. Therefore, brings the enterprise to the network customer service talented person's desire and the action. Opportunity and temptation exist at the same time, when family ties show great effect. Finally found that the owner of the relationship with business owners often develop a better network, because of family ties to bring trust, so that the network customer service and long-term common development, interest balance.

Third, the Community e-commerce field of Network Marketing technology workshop features obvious, is still in the initial stage.

Community E-commerce, based on fragmented communities, small fragmented businesses. In such a carrier on the network marketing technology is mostly fragmented, each company has its own unique skills and characteristics.

In these fragmented technologies, we can see a little bit of a shadow in the planning of many large enterprises, and it's hard to do big things. It should be said that network marketing is a large degree of network culture, small business planning is often the use of family affection marketing such techniques.

07, a small couple opened a cabinet shop in Nanjing, several network community rage. This cabinet shop is not a sample, there is no shop, the company has only a rented office, two desks, two computers, a set of samples. In their promotional posts, describing the hardships of entrepreneurship, described in the middle of the night in the street stalls supper story. Many customers are moved, regardless of risk, enthusiastically ordered. And rational consumers keep reminding us of the great risks that the business mode brings. In the 08, the risk of the small business was fully released, delivery, after-sale, material problems plagued the enterprise and led to enterprise failure.

The network marketing of small and medium-sized enterprises lacks the necessary guidance and training, and the consultancy agencies are absent. Technology and talent are not yet able to replicate industrialization, and professionals who understand these technologies and have training tools are sceptical about the benefits of consulting services.

[concluding remarks] The family-type enterprise, the workshop network marketing. We see that community E-commerce has just begun. (Text/Dream Qinhuai)