The 2.0 era of the electric business industry has just started

"Internet content production has already begun a transition from 1.0 to 2.0, and the 2.0 era of the electric business industry has only just started." The founder of the pocket, White Jay, said that the 2.0 era of central electricity dealers meant that everyone would be involved in the electricity business, as if everyone were tweeting today.
"The future, based on micro-letter shopping, will be divided into ' central ' and ' Go Central ' two modes." "In 2014, Tencent's first quarterly earnings analysis meeting, Tencent President Lau, asked the reporter, will be" to center "this has just arisen in the electric business industry of the old concept, branded to the" micro-trust business "This also just rising new things above.

Lau explained: "Center of the electric Business platform, refers to the upcoming line of the Jingdong entrance, only need to click into the platform, a variety of goods on the exhibition now before the user, and to the center of the platform, refers to the respective official public accounts, such businesses are mainly wired under the entity store business. ”

In fact, this year Tencent is trying to attract a large number of traditional retailers to develop and micro-letter O2O cooperation business, through the micro-letter through line, expand the entire "to center" platform of the big strategy: Tianhong shopping malls, Wangfujing department stores, Ling clothing, etc. are listed as a typical case of cooperation.

The two words "centering" and "going Central" The first Internet content production form of WEB1.0 and WEB2.0: Center in the early days used to describe the production of the portal site, such as Sina, Sohu, NetEase, people call the WEB1.0 mode, and go to the center refers to the user production content, all netizens participate together, the right level equality of the new content production model, known as WEB2.0 mode, the most typical is Sina Weibo.

"Internet content production has already begun a transition from 1.0 to 2.0, and the 2.0 era of the electric business industry has only just started." The founder of the pocket, White Jay, said that the 2.0 era of central electricity dealers meant that everyone would be involved in the electricity business, as if everyone were tweeting today.

"Micro-trust" and "to center" these two concepts, since then became a related two times symbol, but also became the Internet in 2014 years to avoid the key words.

To the central electricity dealers, is different from the current mainstream of the "central distributor" another mode. The central distributor is characterized by a unified entrance, mainly through the category and search to distribute traffic, such as Taobao and Jingdong, and to the central power of the characteristics of the electricity business is not a unified entrance, the user through the two-dimensional code or search shop name directly into the shop, the benchmark is now the micro-trust business.

"Shopping needs are in the scene, the ' central ' entrance model can only meet the ' search ' and ' cheap ' demand, while in the future ' wireless Internet + Community ' era, random impulse consumption will become the mainstream of the market." "The pocket-pass founder of the White Raven explains the origins of his mind's central electrical dealer."

He thinks our generation is standing at the crossroads of times.

Central distributor of the pain: The biggest sellers also do not have their own traffic and customers

The current state of the electrical business, there are two characteristics:

First, all sellers do not have their own traffic today. Taobao crown above the sale of the home, its own natural flow of less than 15%. If they stop advertising, their natural flow will shrink to 15% or even lower.

That means 85% of the traffic is bought. The general situation this year is that businesses need to produce 30% of their sales to buy traffic, a figure that was only 15% two years ago, but this year was a big increase from last year, a big cut from the year before, and the price is only going to go up every year.

Future sellers in this market, may need to use more than half of the turnover to buy traffic, coupled with human costs, logistics costs, the remaining net profit may be only 5% to 10%, and only high gross margin of goods can survive.

Second, all businesses do not have their own customers. Even if you do the Golden Crown store, the database has millions of customer information, but in fact, you do not have any effective channels to communicate with customers, to find them back.

Give some of the most current customer management tools: a mass mailing, almost no one to see; b SMS Mass, encounter smart phone will be automatically screened; c someone tried to build their own forum, found that "only customers want to scold you, he will come to post"; D early there are many women sellers build QQ Group, Finally found that there are only two groups of people: a kind of people to block the group, another kind of people is love to comment on the words, if a piece of clothing posted out, there is a word Lao said not good-looking, that almost no one will buy.

The change of shopping behavior pattern: From active consumption to passive consumption

Consumer shopping habits are also changing: In simple terms, shopping needs are being set, and the original mainstream is search.

A few years ago, if I wanted to buy a shirt, my wife would take her husband to the mall, pick a shirt, and maybe bring a pair of shoes, which was the typical scene of buying clothes.

Now the scene is usually: the weekend with family to eat a big meal, eat a little time, on the side of the shop to stroll, conveniently buy a dress. We can also imagine how many times in our lives we have to go to a mall to pick the clothes you want. Usually in the life of the passive, or even "casual" on the production of consumption.

To Taobao, "a special run to shopping malls to buy clothes" similar to "search", now Taobao 40% of orders from this. The number is very large. Because only Taobao official website and navigation into the flow will trigger the search, and the cost, gold, micro Amoy These are counted into the other 60%.

But in Taobao's revenue structure, 80% of revenue comes from the 40% search traffic. In other words, all the sellers squeeze their head into the ads, are squeezing this 40% very narrow things.

On the other hand, there are more and more places in our lives that can be bought and purchased, in addition to daily necessities such as standard items and big-ticket items. The source of these orders is no longer the gateway to the "Central electricity quotient", but to the social media platform of micro-blogging.

This is the turning point of the times: the future consumers will be in the place where they play directly to spend, rather than go to a special store to Amoy what they want.

How to deal with this era of change? Today, businesses should no longer study how to put ads, but to go where consumers stay, they have face-to-face communication, interaction can bring fans, as well as continuous orders and flow, to achieve a stable operation.

And in the central store where the traditional mode of selling, consumers will still "buy and go", such as Taobao, Cat, Jing Dong, when, and if you try to precipitate them to micro-credit, or to do a deeper step of access, you will have a group of fan-level customers.

How do you go to the central electric dealer? 3,000 fans to play, 30,000 fans team

On the way to the center of the electric dealers, businessmen have probably experienced so four stages:

The first stage: a chat, think this thing feasible, very excited, blindly made a lot of plans.

The second stage: Take the original way to fry Micro bo, fry gold coins, fried micro Amoy, found not to go down, become discouraged.

The third stage: On the one hand, found that micro-Amoy is not too reliable, on the one hand, Taobao directly sealed off the micro-letter, so many people fell directly to the bottom of the market total despair.

Phase IV: There are also a small number of people have accumulated a quantity of fans, through groping and operating, began to touch some doorway. Phase IV basically requires more than six months of operation, mentality and practice to a normal state.

Micro-trust in the current relatively successful field, mainly cosmetics and women's clothing, followed by mother and child and 3C, food is also good.

There are still three applications for micro-trust: First, the higher the user's repeat purchase rate, the more appropriate; second, when users buy goods, the more you trust the more appropriate. Third, female users are more suitable. For example, in the cosmetics industry, second kill and small packet mail can attract a lot of flow, supplemented by excellent customer service guide can trigger a large number of orders.

Organic food is very important to the quality of products: such as honey, if there is a honey product itself is particularly good, to get the center of the electricity dealer's entrance to sell is very bad, because you and the market with the water of honey spell price. And in the micro-letter, you just have to do a good job, the circle of Friends of the natural spread of Word-of-mouth will bring you sales.

At present, the experience is that as long as you have 3,000 fans in the micro-letter, you can use micro-letter and pocket platform to play a "go to the center of the electricity quotient", if you have 30,000 fans, basically can put a team to develop slowly.

The number of fans is very important, the interaction rate is also very important, now it seems that 10% of the interactive rate is relatively healthy. To enhance interaction, some simple functions can also bring unexpected effects, such as the check-in function has been a lot of people think a bit "silly." But in fact, there is a business to launch the registration points after the ceremony, so far more than 100 people insist on the one-month attendance every day, and the number of users involved in attendance at more than 5000 people. The effect is surprisingly good.