Su Ning Mei borrows friends to rehearse the transformation tactics

Absrtact: I am a partner of the United States, for 10 powder, new store opened, a sentence from a friend of the circle of self-promotion and a shop link, suning easy to buy micro-shop, the United States partners in this way in the people's Micro-trust friends circle. And among these friends, the big

"I am a partner in the United States, 10 powder", "new store opened, the latest special" ... A phrase from the circle of Friends of the Self "marketing" plus a shop link, "suning easy to buy micro-shop", "the United States partners" so appeared in the micro-trust friends circle. Among these "friends", most of the previous jobs were not sales. What is the beauty and Su Ning doing? Why are all the friends around us turned into a fanatical salesman? What is the signal that this seemingly "micro-quotient 2.0" Product actually conveys?

"In the long run, this is the way domestic manufacturing is imperative in the new situation." "G FK managing Director Zhou pointed out that in the past all manufacturing, especially home appliances, are product design as the originator, and now, the era of consumer sovereignty has come, companies need to master more consumer data." But the traditional channels are one-way, enterprises need to build new channels, access to consumer data. In Zhou's view, this is a collective strategic turn for domestic manufacturing.

Commission to motivate staff to work enthusiasm

South reporters learned that whether it is suning micro-shop, or the United States partners, are "micro-business 2.0", that is, goods, logistics, after-sales service, etc. are provided by the platform/manufacturer, the owner is responsible for selling products to his acquaintances, sell products can get a good commission, that is, commission. In addition to manufacturing enterprises, the United States and cosmetics manufacturing enterprises in this model "favor." In early March, Hong Kong Huadu International Beauty Group held a micro-business partners to start the meeting.

The difference is that the United States, Hong Kong Huadu Beauty Group to open to the whole society, and Suning is currently in the staff inside the internal beta, currently more than 50% of Suning staff has opened a micro-shop.

"After the entrepreneurial period, how to motivate employees to work?" This is a headache for many business owners. "A W E" China Household Electrical Appliances Development Summit Forum ", Skyworth Group chairman Yang Dongwen Blunt, the market is more and more difficult to do, the profit is thinner, the efficiency is lower and higher; After the entrepreneurial period, the enthusiasm receded, people increasingly difficult to tube.

and "Micro-business 2.0" now seems to be as a new way to motivate employees, because such a way can greatly stimulate the enthusiasm of employees and the development of brand loyal fans.

February 13 Lu Dadong for the first time in a circle of friends to share his "partner privileges" ——— "buy American electrical appliances can get the lowest price." This is known as "the most handsome president" friend, in addition to the circle of friends for the United States, "yell" for the water purifier, at a friend gathering also constantly lobbied everyone to become his "fans" through his purchase of the United States electrical appliances. February 16, Li Xiaoqing also in the Circle of Friends "Sun" out of his micro-shop. Although Li Xiaoqing daily work is very busy, but he still spend more than 20 minutes every day to take care of the micro shop, daily according to the hot spot and demand to adjust the goods in the shop, such as Valentine's Day, Spring Festival, 38, and so on, and then "directional" to the micro-shop products recommended to his friends

Oviyun Network Strategic Consulting Department Director of research Li Yu Qing analysis that the micro-shop breakthrough a lot of restrictions, to a large extent, the liberation of Suning employees, Commission Commission is a great power. For example, many employees are originally 8-hour work system, sales staff can only sell a specific category of products in the store, but the staff in their own "suning easy to buy micro shop" on the sale of breakthrough sales venues, sales category and time restrictions, can sell any products anytime.

In fact, after the analysis of the micro-trust tool, this "acquaintance" marketing method is not particularly "fresh". Beijing Zhao Yi retailer Management Consulting Co., Ltd. Chief consultant Liu analysis that the employee-level marketing is "four-level marketing", has always been the retail industry rely on more. For example, all employees of a real estate company can sell a house to relatives and friends. And now through the micro-letter four-level marketing, sales action simpler and more standardized, more able to fully mobilize the enthusiasm of everyone.

Tactical Shift: Loop Channel pull flow brings market increase

Another obvious result is that the long tail effect of "level four marketing" through micro-letters is more pronounced ——— by increasing the flow of imports and so on to bring in incremental markets. Li Yu clear that, from the tactical level, this is a way to expand the channel, can improve the entrance of suning easy to purchase flow, "although the ants are small, but eventually can converge into a lot of traffic." ”

Xu, chief executive of Wisdom, also said that, unlike the traditional channels of electric power, whether it is suning easy to buy micro-shop or the United States partners, are in the circle of friends marketing, do is "acquaintances business", this model is different from the traditional electric power channel incremental market.

In view of the current "acquaintance business", there is also a general view in the industry that standardized products are suitable for "micro-trader" on the line, but this way for the manufacturing industry can only be supplemented by existing retail channels. "Because of the limited range of acquaintances, and after years of market education, consumers have formed a more fixed consumer habit of choosing between mobile and PC-side portals," said an industry insider who declined to be named. ”

However, Suningyun to the south, reporters said, on the back of the beta, Suning micro-shop The overall effect of good, the future will be free to open the whole society of micro-store functions. And the United States partners since the date of the online has been free to the whole society. In the industry's view, if the micro-business to the whole society free of charge, may have "subversion", but also faced with the problem to be solved. According to Xu, the "acquaintance business", if opened to the whole society, may face regulatory uncertainty in the future, such as tax issues. Suning easy to buy in the internal testing, employees and enterprises have labor relations, there is no such problem. But after the community has become Suning's micro-shop owner, then the income from the tax should be paid? In addition, open to the community to consider the entry threshold to ensure the quality of services.

Channel-built data subversion traditional mode

However, it can not be denied that, from the market environment and long-term planning faced by home appliance enterprises, "micro-quotient" is a strategic means and strategic transformation for enterprises to explore and build new "channels" and to master more accurate user data.

As the home appliance industry vane, last year's a W E on the topic is very traditional, but this year "Internet" has become the mainstream of the problem. Jing Dong Vice president and Business department general manager Bing in a forum mentioned that many home appliances manufacturers are discussing "Industry 4.0, consumer demand as the center." In the past, all the manufacturing industries, especially the home appliances industry, were designed to produce the product, "I made something to sell to you." And now, "the era of consumer sovereignty has come, with the changes in people's shopping, diversification of the platform, fragmentation of time, fast-paced life, the development of financial payment tools, the perfect after-sale system, The sound of laws and regulations, the promotion of consumer demand, ushered in the diversification of retail channels, traditional enterprises need to keep pace, integration line under the resources. ”

G FK managing Director Zhou also pointed out that, in fact, manufacturers want to be able to "need" quota, the need for the specific needs of the product rather than the amount of demand. But now, many channels are one-way, manufacturers can not directly obtain detailed data on consumers, the middle is also separated by multiple sales channels. To this end, "to build a new channel to obtain consumer data, this is in the new situation, domestic manufacturing is imperative." ”

Similarly, the retail platform wants to be able to get more accurate information about user needs. Suningyun said that the hope that the use of micro-stores to achieve accurate data analysis, such as: Traffic, sales transformation, real-time data query, in order to later based on large data analysis, for micro-shop owners and customers to provide accurate and personalized products recommended. By contrast, the number of partners in the United States appears somewhat low-key. Industry insiders pointed out, "a lot of home appliances companies are ready to build their own channels, but the attitude is often very low-key, but you will see they will slowly forward ' arch '." ”

Zhou that, on the one hand, from product manufacturing enterprises, enterprises receive a lot of user data feedback, but do not know which one can really bring sales scale. On the other hand, large data need to generate structured things to use, and the party with large data often does not have industry expertise, can not provide a logical data structure for the enterprise. For example, many enterprises will be the access rate, turnover rate, point of praise rate and other data together for comprehensive analysis, but in fact, these in the decision-making flow represents a completely different meaning. "It's a two-touch process that takes time and patience, and requires the involvement of Third-party agencies, otherwise it is difficult to generate commercial value." Reporter Mollu

[link] Enterprise "micro-business" timetable

January 19, the United States partners new play online. "To be a partner of the United States and to start a business with the United States" is the slogan of the United States partner.

At the beginning of February, Suningyun merchants shouted "army" to do electric business, in the staff began inside the Suning micro-shop function, more than 50% of Suning staff has opened a micro-shop.

In early March, Hong Kong Huadu International Beauty Group held a micro-business partners to start the meeting.