Recently, China's micro-business development is very hot, there are many controversies, change is also very fast

Recently China's micro-business development is very hot, controversy is also a lot, change is very fast, the value of the media from a gang of front-line combat people to comb (first-line actual combat people can not have time to look at the whole industry), especially the traditional industry, comb it can better guide the practice of their specific work.

Micro-business to what extent, can be seen from the Baidu index, there is an author to submit my electric shock newspaper article shows that Baidu Index, now search for micro-business-related keywords, has been searching Taobao open shop and other related keywords about 10 times times, This objective data reflects the extent to which the micro-business is concerned (more than Taobao), after all, many people regard the micro-business as the future of China's e-commerce and life-saving straw;

And how far are the micro-merchants being disputed? My microblog has just made a micro-business vote, with 300 people involved, 70% against the micro quotient and 30% supporting the micro-business. Now the micro-trader (friend Circle Electric dealer) became the pronoun of "MLM", and the disclosure of the micro-business with PS means to display false income, false chat record, false shipping practices also caused great controversy.

I recently opened a personal micro-letter trumpet, positioning and signature is "Shangxiang for the Micro Merchant Service", 2 weeks on the accumulation of 5,200 fans (of which 90% are to do micro-business, received hundreds of micro-business message every day, micro-letter unspoken rule is 5200 friends that are shielded limit can not add new friends), My other private size has 20000 people, called "Shangxiang for the Electric merchant Service" micro-signal (electric business recruitment job search, cat shop, electricity business financing, electronic business friends, etc., I personally 1 people do these two accounts each month also has 100,000 income, I am also regarded as the most typical of the first-line practical success of the circle of Friends of the micro-businessman, Plus my electric shock will have 10 micro-Shang (are micro-letter annual sales of about 70 million), these close observation and hands-on practice, so that my micro-business comb with authority and the atmosphere, should be the latest to the micro-quotient of one of the most valuable summary.

First, the concept of micro-business is to comb the

Now in the eyes of most people, the micro-quotient is equivalent to the micro-trust friend Circle Electric dealer, because the average person currently in contact with the micro-business is through the circle of friends (other micro-trust in the form of the basic no flow with fans, are ignored), but the same as the micro-quotient of the circle of friends is absolutely wrong, narrow; But the public has been so aware, hard to reverse, To go with the flow, not to twist, you can define this industry:

1, micro-business: The use of micro-letter circle of friends to sell goods, collectively referred to as micro-business;

2, micro-trust operators: You can use the "micro-trust operators" to correctly summarize the entire micro-trust of the ecological power quotient, including

Micro-letter business: Jing Dong's micro-letter first-level shopping portal, this is the authentic micro-letter, Tencent Micro-letter official support micro-trust;

Micro-shop: the word "micro Shop" by the Jing Dong Micro-letter entrance took over to open the shopping level two channel "Micro Shop", become the official micro-store, micro-stores include Jingdong Micro shop, Pat micro-shop, the official micro-letter store, and another is called micro-shop is to get Tencent investment in the pockets of shopping shops are also called micro-shop;

Micro-business: micro-trust friends circle Electric Business;

Micro-Credit Public number shop: that is, the micro-credit public number (service number) based on the development of the shop;

Micro-letter Third-party Service providers store: The use of micro-AU, pocket Qualcomm and other Third-party micro-trust service providers to develop the micro-letter shop;

Micro-letter O2O: There are entities store micro-trust, Tencent's micro-shopping, etc.

Micro-letter Life Service Electric business: Tencent Micro-merchants, micro-group purchase of high Friends, the public comments also belong to the micro-letter Life service electricity, as well as micro-letter first-class entrance "wallet" inside the eat and drink, taxi, film tickets, etc.

So it is absolutely narrow to equate the micro-trust with a friend.

Small partners See the classification of the above micro-credit dealers may be stunned, so many micro-trust concept, how can I split ah, in fact, the solution to choose a suitable micro-trust mode can be, no matter what kind of micro-letter shop way, the key word is fan drainage, open shop form is not important.

This also reflects the micro-letter official on the micro-trust business planning chaos, but this micro-trust is also just beginning, is a new thing, moderate confusion is understandable;

3, micro-electric business:

This is my personal new concept, I think the only way to define the micro-credit quotient is too small, in the face of the change of the whole mobile internet to the electric quotient, we can use the micro-electricity quotient to generalize the electric quotient based on the mobile internet and people-centered, and the micro-trust is just a part of the micro-electric

The concept of specific micro-electric business includes: Mobile phone (taobao, mobile phone, Beijing-east, etc.), micro-trust (above), micro-bo electric Business (micro-sell, etc.), App electric business, O2O, such as micro-electric business;

The above micro-quotient theory points to the point.

Second, first of all to comb the micro-trust Friends Circle is the marketing of the micro-trust is the most concerned, the most controversial issue

At present, the scale of micro-credit is already a large group, there is no official statistics, my own head of the statistics, micro-businessmen have been tens of thousands of people, all kinds of micro-letter shops have been 10 million (has exceeded the number of Taobao shops); For example, China's largest mask micro-Shang port a micro-businessman on the million; there are many personal micro-merchants , a person has 100,000 micro-merchants, such as the Xu Aliu team, and another micro-credit official said privately: micro-letter sales (mask-oriented) flow of information has accounted for the entire micro-credit circle of friends about 3 points. In addition to the overall sales volume is very small, the micro-business related data is very scary huge.

The micro quotient 80% is sells the facial mask, but the micro quotient is 80% is female, among them 80% is the housewife mainly, especially those who takes the child at home the female. Involving such a large group, then first of all to comb a question: micro-business is not MLM?

I personally think that the micro-business is not a MLM, although the micro-quotient exists in the layers of distribution, store goods, 80% of the goods in the dealer hand does not go to the consumer hand, but after all, is a product in kind, not just by the head to MLM, micro-business development subordinate agent purpose is to earn the difference, we can not use a pyramid scheme to kill micro-trust friends Circle of electricity dealers;

After all, the micro-business is a new thing, we should not only standardize the new things, we must embrace a tolerant attitude.

In addition to the general public antipathy mask micro-business, micro-letter after all, there are 20% of people are doing home products such as the formal product, not a Shang killed;

A few days ago in Hangzhou, with a number of micro-business big coffee like the mighty Bear, South China 6 Less wait together, our unanimous judgment is: forecast 2015 years or the second half of the year, the layer of Distribution, stockpiling of the Mask Micro-business model will collapse out of the risk, in addition to the national Trade and Industry Bureau supervision, Micro-letter official regulation (shielding key words), and public pressure , a straw (such as a small micro-trader who didn't make money to jump on the news) would crush this micro-business model.

But I hope this is not a MLM micro-business model of the transition: If you can return, 1 generation, brand more than leading agents to sell to individuals, as the offline dealer model, as long as the goods sold to individuals, products were consumed, this model there is hope;

Third, the new micro-letter friend Circle pattern Carding:

In addition to this think-port mask as the representative of the Model: micro-trust Friends Circle layer of electrical quotient model, is currently the main micro-business model, but there are many other micro-business model worthy of our reference.

1, such as I led last week, 50 members of the electric shock will visit a micro-electronic business model, they do not develop agents, do not do distributors, not Yahuo, through their own company 200 employees directly with friends in the face of the end consumer sales, sell their products, the first year to achieve micro-trust 70 million sales, This kind of micro-business is worthy of encouragement and support. The Kaplan micro-quotient model: Recruiting 200 girls to sell cosmetics directly in a circle of friends is a healthy micro-business model;

2, there are many do TV shopping, will be the same TV shopping mode of the introduction of micro-letter, creating a "electronic purchase micro-business" model, are very profitable;

3, there are micro-letter O2O friend Circle mode: Tianhong shopping mall in the days before the announcement, let all the staff on the mobile phone shop to sell Tianhong commodity: "Tianhong micro-products" app, all staff can be in their own open app "shop" editorial products, and then use micro-letters, microblogging, QQ and other social tools to share the merchandise to their own social circle Rainbow form "Rainbow micro-letter, Tianhong micro-shop, Tianhong micro-products," the entire channel mobile port layout. This day Rainbow Shopping mall's latest move I very much support, its micro-letter public number and micro-shop current basic sales is not worth mentioning, but now launches 20,000 salespersons in the micro-trust friend Circle sell goods, an employee daily add 10 customers, a year is 70 million friends fans, At present this stage uses the personal sale of the employee is absolutely more than the public number to sell the goods strong many times above.

4, do not use micro-letter to sell goods, do service mode: I am to do a micro-letter friend Circle Typical representative, with a friend circle to do electric merchants, and then use micro-letter to do the service of electricity business is the mainstream. Micro-trust Friends Circle Why 80% are selling masks, 99% sell products? Can't you consider selling services with friends? In my own personal operation as a friend of the electric business as an example, my 5000 friend number, to the micro-business to do referral services (electricity business recruitment and other services), free of charge to push 20 messages per day, 1 advertising costs. A 1000-dollar, 3-a-year income of millions. As long as you accumulate a certain type of people do micro-service services, can do;

The latest news is: Now a lot of micro-trust service providers such as micro-credit (China's largest micro-trust service provider) and so on, are in the establishment of distribution systems, the use of technical means to friends circle electric business norms.

At present, the biggest opportunity of the traditional enterprise micro-business is, 10 million micro Chamber of Commerce slowly give up the mask, do Han Yu, Han Hou and other traditional big-acting micro-business agent, namely the micro business opportunities of traditional enterprises will come.

Four, comb the current traditional enterprises how to intervene in micro-trust electric business

What is the attitude of traditional enterprises to micro-credit operators? What is the way to intervene in micro-trust business?

First of all, from the idea, my personal attitude is, traditional enterprises embrace the micro-business, neither over the left, nor over the right, that is, can not think of micro-business chaos, no sales, to see the development of minor business, not to try, and can not be fooled by the Internet revolutionaries, all of their own electrical resources and budgets are invested in micro-business

Micro-merchants so far accounted for the overall share of China's electricity market 1% are not, while the Ali family accounted for the Chinese electric business share of more than 80%, so the traditional enterprises to do electricity, the right to enter the micro-business is the most correct path:

The first step to do a good job Taobao cat; the second step is to do the Beijing-east and other products and distribution channels; The third step is to start to try micro-trust channels. This is the most pragmatic, most common sense of the micro-business path, there is no third way to go;

and the traditional enterprise into the micro-quotient is also the trilogy:

The first step to open the public number, accumulate fans;

The second step starts to open the micro-letter electric dealer shop, starts to sell the goods, will the micro-letter as the electricity merchant a new channel;

The third step is the use of micro-letter to intervene in the entire electrical business process and CRM management;

The traditional enterprise Internet is three three stages: information, transactions, processes, 1, the Internet Information stage: Open micro-letter public number and the official microblogging, Baidu Encyclopedia, the official website introduction enterprises and so on; 2, the Electricity trader stage: is to do the electricity quotient, the day cat opens the shop, the micro-letter opens the shop, the official website is a multi-channel; Internet process Stage: the use of the Internet to optimize the management process and communication efficiency. Three stages have to go one step at a time. The above traditional enterprise into micro-letter three ways is also consistent with this common sense.

At present, traditional enterprises to do the biggest dilemma of micro-business is not enough fans (thus 10 million micro-letter stores of the majority of sales of 0), and micro-letter officials to find ways to limit the micro-credit marketing;

Micro-credit officials hope that traditional companies will only do old customers service tools (micro-credit flow does not give traditional companies), and pragmatic traditional bosses only hope that micro-letter can sell more goods.

Most of the traditional merchants who crave micro-credit dividends do not have their own ability to absorb powder, after all, in Taobao central platform for the main pattern of the electrical business ecology, they are essentially grass mentality, hope to be alongside the tree, hope that micro-letter platform to help them drainage. But micro-credit officials not only do not help drainage, but also limit drainage. After all, the first function of micro-letter is communication, the second function is social, the third function is business,

At present, there is no solution to the situation, the traditional enterprises to deal with micro-letter only the attitude is:

"Micro-letter about any new micro-trust business, you have to try, all go to play, keep up with this era, but for the time being not big investment." This is the most pragmatic and objective proposal for micro-trust operators. ”

But as an individual, there are too many opportunities to start a business in a micro-letter, as long as there are 5,000 of accurate, vertical and precise fans, it is an opportunity to do it.

Unlike Taobao's goods based business, the essence of micro-business is based on human business, all based on people. Believe that 10 million micro-businessman's practical wisdom, which will be a subversive mode of electrical business and achievements, the canonical mode of the right path.