Friends Circle Entrepreneur: Small city consumption strange elephant you do not understand the four or five-line city

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I was relatively early in the circle of friends to sell things a group of people, at that time there have been reports that someone in the circle of friends to do millions of months of water, feel that they will soon be able to achieve, but to do it is not so easy to find. "Xiao Bai told reporters," and you think is not the same, you see in the big city Gaofu, meet small town people, you will find in fact you do not understand them.

Text/Guxiaopo editor/Wang Yiyu

Lead: "I was a group of people selling things early in the circle of friends, there have been reports that someone in the circle of friends to do millions of months of water, feel that they will soon be able to achieve, but to do it is not so easy to find." "Xiao Bai told reporters," and you think is not the same, you see in the big city Gaofu, meet small town people, you will find in fact you do not understand them.

From the sale of the first thing to now, the Cat Small White (hereinafter referred to as Small white) of the micro-letter friend Circle Business has done a big six months, the monthly water also from tens of thousands of to hundreds of thousands of.

"I was a group of people who sold things early in a circle of friends, and there was already a report that someone had done millions of months of running water in a circle of friends and felt that they would be able to reach them soon, but it was not easy to do that." "Xiao Bai told reporters," and you think is not the same, you see in the big city Gaofu, meet small town people, you will find in fact you do not understand them.

Last August, small white registered the company began to officially run her circle of friends business, the company's name is "Cat Uzi." Before that, she had sold her things in her circle of friends and had done one months of turnover. Small white is located in the northern town of Hangzhou, the economic level of the equivalent of four-line city, entrepreneurial path and Ko handsome gathered north wide different.

From Taobao to micro-letter stealthily

Small white business model is very simple, from Taobao to collect good goods, the picture sent to the circle of friends, coupled with their own description, a user to see, through the micro-letter contact with her, she again from Taobao, the goods directly to the user, she sold to users of the price than Taobao slightly higher, earning middle difference.

This model seems to be surprising: Why users do not go directly to Taobao to find it?

"That's your idea, Taobao is too difficult for people in the four or five-line city." Xiao Bai said:

1, you see a product in the physical shop feel very desirable, think the price is high, the entity store will pat the chest to tell you that our goods Taobao did not, in fact, are there, but users can not find. A lot of people in the physical store took photos to find my purchase, I have helped them to find Taobao, but this is very difficult for them;

2, even if found the same paragraph, some sell dozens of, and some sell hundreds of, may be the same thing, buy cheap you will worry about the quality is not good, buy expensive you will worry about being pits;

3, many middle-aged and elderly people will use micro-letter, will use a circle of friends, but do not use Taobao, it is too complicated for them. In small cities These people also have a strong consumer demand. ”

Small White said, a lot of young users have a stronger ability to consume, in the circle of friends to see something like a direct message to buy, not to dozens of dollars for the difference between the effort to Taobao.

But payment is still a big problem, many middle-aged and elderly users will not use Alipay, children in order to prevent their being cheated will not give them binding bank cards, so small white to their small town as the core, in the surrounding small town opened a number of physical stores, on the one hand, as a warehousing relay, on the other hand can be to a certain extent to solve the payment and logistics problems , the user goes to the physical shop to pick up and pay, may also lead to two transactions, and the entity shop can basically self-financing.

The small city consumes strange elephant: the user is too cheap

Small white in the town without McDonald's KFC, no Zara, Uniqlo, no Carrefour and Wal-Mart, the United States and the state Granville became the largest local apparel chain, on the other hand, the iphone 5S, Mobile 4G, Smart TV and other ads are not uncommon.

"In fact, the level of consumption has come up, but the business environment has not been followed." "Small White said," There is no large chain of reference, the price of the merchant is very casual, slowly consumers accept such a price, they will think that spend five hundred or six hundred to buy a pair of shoes, spend one thousand or two thousand buy a coat is very normal things. ”

Small white from their most familiar with women's clothing, women's bags and cosmetics to begin with, a start to pick a lower price of goods, thought it would be better to sell, but then found that many people do not buy, and even buyers say things too cheap, afraid of poor quality.

"To be cheap there are visitors, and Taobao." "Small White said:" In fact, we have a lot of people in every customer and Taobao to buy things, are very cheap, and finally found that the quality is not very good, slowly they also do not accept a bargain, especially shoes and bags. ”

So she began to pick up the price of a relatively high customer prices, from the style to the quality of the corresponding upgrade, and the previous low customer price of the merchandise is still in the market, but the proportion has been lowered, White said, at first she set the price range is too narrow, in fact, the consumer's ability to withstand the flexibility is very large, Dozens of to thousands of pieces will have a demand.

From radical to calm: Man is the biggest bottleneck.

After the registration of small white is not alone, in addition to the entity store personnel, the company's financial and administrative staff, she also expanded dozens of agents, forwarding friends circle to facilitate the transaction, extraction Commission.

In the early stages of entrepreneurship, with ground activities and local media, forum, micro-blog, micro-letter publicity, coupled with the expansion of the agent, the profit suddenly increased from thousands of per month to tens of thousands of, but also began to contact the manufacturers directly to cooperate, excited small white feel at such a speed expansion, will soon be more than Han are Mishe and other Amoy brands.

So small white began to plan to expand under the line, according to the plans of the beginning, the cat Uzi will expand to 7 in the end of 2013, but up to 3721.html ">2014 early, the entity shop still only two." Revenue growth has also begun to slow.

Immediately after the beginning of the extensive operation also began to encounter various problems, some shareholders began to lose confidence, but also the shareholders because of disagreement withdrawal, orders increase after labor costs began to rise. But White is not worried about these problems, the withdrawal of shareholders did not bring her financial pressure, and orders can also be agent digestion, in fact, she faces the real problem is talent.

"Online orders have been more than half, but there is still a lot of hope to go offline to look at the material after deciding whether to buy, the real store must expand, but no one to control." "Small White said," The same entity store, will sell and will not sell people to manage, turnover can be several times worse. ”

At the same time the agency's sales capacity is also uneven, more than one months to get five thousand or six thousand commission, a small one months can only contribute to more than 10 single transactions, although the expansion of the agent does not bring direct costs, but the management of the hidden cost is also very high, I can not take care of so many, but no effective person to manage.

In addition CRM (Customer relationship Management) cost is also gradually rising, small white realized that doing internet business, must know who the customer is, with the increase of customers, she can not be fully balanced.

I have recently been rethinking, including category, sales and management, need to adjust, I have a lot of ideas, but need effective people to carry out, I believe this problem will be gradually resolved. Xiao Bai said, "I now most want to achieve, is the micro-letter open Payment interface, it will certainly lead to the micro-trust in the outbreak of electricity dealers." The