Many of the micro-dealers yesterday in various occasions expressed a very excited mood

Pocket Shopping announced the completion of the C round of 350 million U.S. dollars financing, mainly for the micro-shop diversion, which Tencent as one of the main investors accounted for 10% of the shares. As a result, many of the micro-business yesterday in various occasions expressed a very excited mood, that the micro-business the best time has come. But in Tico's view, this seemingly best time is also accompanied by the difficult to find the dangerous.

The micro-trader uses the friend circle Tencent inside

Pocket Shopping as the mobile end of the shopping platform, focus on Taobao, cat, Jing-dong, when the main electric platform commodity information, the beginning of selected commodities for the major platform diversion, this is understandable, even a good mobile electricity business Project. But the pocket shopping ambition is far from here, see a lot of merchants use circle of friends to publish product information to achieve good results, began to launch micro-shop business, quickly taobao shop moved to the pocket shopping system.

And traffic mainly depends on the major social platforms, encourage users to share product information to micro-Bo and friends, if their friends according to the link transactions, you can get a different proportion of the return point, a bit similar to Amoy customers play. According to Tico and a lot of micro-business communication, at present, we still more optimistic about the circle of friends, strong acquaintances make friends of their advertising information vigilance is not high, it is easy to buy behavior.

So the question comes, and micro-credit officials have been saying to keep the circle of friends from being marketed and to remain purely social. and the micro-business obvious destruction of ecological behavior Tencent no obstruction also forget, incredibly also participate in participation, it is really incredible. or the micro-signal said to keep friends Circle Spring Festival is not contaminated is false, to keep the circle of friends in their own controllable range is true, this may also be the micro-business is very happy reason: Tencent is involved in the circle of friends of the flow of the spoils, our behavior can be won the gold medal.

But Tencent's participation in the micro-business is smooth sailing?

Can't break through the Mask Hand series purchase category

Friends Circle as a strong acquaintance of social properties, its traffic is considerable, but also because of strong social attributes, we almost in the circle of friends do not see the products in addition to mask, hand string, purchasing goods other than.

The reason is actually very simple, circle of friends at present, just a drainage channel is not equipped with the ability to build and improve the electrical business ecosystem, so the product can only be caught eyeball and a relatively high margin of the mask products, including many successful cases, Iron elder brother know a friend, light in the circle of friends to sell mask a few tons per month

Can understand, each piece of mask cost is also appalling. Micro-business only need to improve the forwarding transaction rebate ratio, its own home constantly for its friends in the circle of continuous forwarding to get a deal. The mask can even be wholesale to small sellers, to the micro-business-specific layers of subcontracting similar to the way a pyramid scheme to obtain huge profits. It is possible to operate on the premise that gross margin is large enough.

But only by mask, hand string, purchasing distance from the real electric quotient is very far, the flow of friends can not only for this three types of product services, but in addition to the three categories of products outside the micro-business also did not create more excellent cases. Some time ago with micro-business friends to communicate, we think that in the micro-business era mask is no longer a single product under the cosmetics category, but should be the mask directly upgraded to a separate category. Maybe it's just the elimination, high margin of the mask is the most suitable for the micro-business friends Circle strategy, but as an electrical business ecology is extremely imperfect, this is not perfect on the one hand will continue to gain the resources of the tilt, on the one hand weak by the strong broken other categories of access, there is a risk of collapse.

The credibility crisis of the micro-quotient

Some of the micro-merchants from the existing Taobao merchants, pocket shopping and friends circle of attraction led to its choice to borrow a circle of friends of the mass flow for the electricity business services. But even if we constantly spit out Taobao how many fake problems, but Taobao has the credibility of the evaluation system or the sale of the dummy has a certain degree of constraint, and out of Taobao monitoring may be opened Pandora's Magic box.

In fact, we can also see the current in the circle of Friends of the various gray areas, shoddy, fake and shoddy goods flooded in, there are more businesses to encourage the old customers according to friends Circle photos selected goods sold, users can not see the sales evaluation reference, is often fake victims.

Tico that the micro-business can become a new electric business ecology, the focus is not on flow, but on the whole electric business link in the key commodities, whether the buyer and seller is not a significant benefit contribution, whether there is a strict punishment mechanism, whether there is exposure mechanism, at present, this is obviously the micro-business of the short board.

If you go to the analysis of the pocket shopping why there is such a high valuation is not difficult to find, the pocket shopping is actually also shouldering Tencent continued to exert important responsibility, in the micro-letter shop, such as product effects under the general premise, Tencent again to invest in the pocket to buy the curve of the nation to complete its But the ecology still is Tencent's short board.

Of course, Iron elder brother still want to say, most micro-store home is good, micro-business don't come to spray me.