The current mobile-electric quotient is in the bonus period of the boom

The current mobile electricity quotient is in the dividend period of the upsurge, the micro-electric quotient is a kind of mobile electric quotient form which has the Community attribute based on the micro-trust friend Circle platform, after more than two years of barbaric growth, began to gradually enter a shuffle and remodeling stage, there are to the micro-electric business, but also to the micro-electric quotient of a fetish, at this time, As the old electric business people need to help us comb it, so as to see the future trend.

Savage Growth

Micro-trust Friends Circle, Micro-letter group even a micro-woom products appear to people a mass marketing opportunities, although most people use products, and those businessmen began to figure out how to use these features to make money, so began a variety of door-to-door micro-electricity generation.

Early-stage micro-electric business is with the Netizen to mobile electric business of excitement and curiosity development, as Taobao, the cat, the Beijing-East several big electric platform in the mobile end relatively lag, micro-trust friends Circle become mobile Barrack, the early micro-electric business is a lot of direct plus friends direct payment of the simple model, a friend relationship as a credit base, Consumers often do not care too much for a few dollars or a few dollars, so early micro-electric dealers with the face of friends and high-speed growth, and through the micro-letter and other private chat to establish a superficial customer relationship management.

The next thing, may be some crazy, pure businessman debut, they not only sell themselves, but also with the help of the MLM mechanism to develop the line, a time full of friends are selling mask, is said to have a lot of people earn a lot of money, the past offline MLM or direct sales in the country mainly for middle-aged Now the network of acquaintances to build social networking platform is to let online direct marketing big way.

Some early-stage micro-electric dealers are really selling home products, however, this part was soon drowned out, crazy micro-electric business into the world of online marketing or online marketing, the real good products are not so quick to enter this field, this is like the 2003-2005 promotion of the Alliance, like the newly established Taobao soon, Early entrants have seized on this part of the early business.

The result of barbaric growth is that the micro-users of these micro-electric operators become ad squads, brought a lot of harassment of the circle of friends, my approach is to shield them or them, I was a good high school sisters all day in the circle of friends hair bags to purchase, I can not tolerate her to appear in my friend circle. However, many small white users are not too serious the use of the rules of products, many people do not know how to screen ads spammer, so, can not tolerate only delete friends, so, the earliest barbaric growth phase of the micro-electric business model is simple and rough and based on harassing friends.

Instrumental period

Savage growth at the same time, rickshaw mode encountered a management bottleneck, manual processing orders exhausted people, inefficient, and soon met the ceiling, coupled with friends face also gave a lot of times, can not give, people strive to forward the effect is also getting worse, the early players began to appear line differentiation, a trend towards distribution and direct marketing model, Continue to increase human flesh transmission network, the other one to the instrumental route.

With the emergence of a series of micro-shop products, the micro-electrical business players began to migrate to the tool platform, this allows their micro-electrical business can be managed, organized, can be large-scale, such a micro-electric trader began to look at the micro-electric business, and with Taobao shielding micro-letter, the micro-electric trader's Third-party platform appeared a prosperous scene, micro-shop, There are a series of mobile shop tools, such as the show.

Micro-credit officials also launched the micro-letter store, but, the function is simpler, still need a third party to carry on the depth construction through the API, but, the micro-letter official has left an interface of the electricity trader data, this means that one day, the micro-letter may be closed to make oneself become the center of the mobile electric business. After the tool is gradually becoming a habit, Jingdong, Pat such and Tencent close to the platform in the mobile end to catch up, Jing Dong in the micro-letter found there is a level of the menu, Pat is to use micro-electric quotient to achieve reverse attack, at this time, Taobao because of PC products deposition is too deep, but a bit behind.

During the instrumental period, the novelty of micro-trust users declined, began to enter the normal state, the convenience of micro-credit payment and third-party tools of the backend convenience of cooperation and gaming, at this time, the micro-electric business flow began to vertical and precision, the basic farewell to barbaric growth, need more in the details of goods and services. Professional micro-electric business people began to appear in large numbers, micro-electric operators began to appear all kinds of training, lectures, salons and other activities, began to enter an industry-oriented direction, operations, marketing, technology, design and so are more professional and professional.

The period of great integration

At present, the micro-electric business is in the instrumental period, at the same time, the large integration period is excessive, the major integration is across equipment terminals, across the app platform, across the payment scene of commodity management, marketing model, payment diversification of the great integration, such as micro-letter payment, Alipay, NFC, apple payments, etc., so that the means of payment is rich too much The payment scene has never been more abundant, covering almost any aspect of people. The expansion of the payment scenario extends the definition of micro-electric quotient, allowing many offline businesses to join in, and the O2O model is also in the field of micro-electric business.

At present, do not know what power in the promotion of the clamor micro-trust dealers and many other articles, there may be the end of the micro-trust more closed, even the white list system, micro-electric business enterprises need to face the choice of platform, select technical service providers, integrated marketing model, customer relationship Management and other comprehensive challenges, It is difficult for the micro-electric quotient of the individual form to remain competitive for a long time. If you can achieve the marketing quality and customer loyalty, the micro-electric trader can become the Taobao store in the mobile era.

The biggest challenge in the integration period is the credit mechanism and shopping security, I am in the "Rational Game: micro-electric trader finally towards the closed ecology" a article in detail about this problem, here is not much to say, the big integration means the micro-electric business ecological changes, media and public opinion will also affect the consumer's micro-electric business shopping habits, Consumers ' choice of goods may be more and more close to the PC-side behavior, the decision factor from novelty, friend recommendation to the transition of self decision-making.

At present, many netizens in order to map simple often in the micro-electric business shopping, through micro-letter chat for private transactions, so once the new addition of strangers business, then, the right to defend will be very difficult, law enforcement agencies can not intervene, micro-letter officials are difficult to intervene, this is the micro-electric business needs to change in the future, It is also a micro-trust platform that will not stand idly by. Excessive private transactions can undermine the intimacy of the micro-credit chain, acquaintance chain is broken, when each person's personal transactions too often, it is easy to monitor the system, but, friends of the transaction between the official difficult to intervene, so the final scenario will be like QQ message body keyword reminders, The user's shopping habits will change with the platform's policies and reminders.

Social power dealers? Is it true?

Social power quotient, the word is popular with the fan economy, fan economy requires you to have fans, your products have fans, at this time for the personal charm and product quality requirements will be very high, this sounds a bit tall, then, the small players can play, grassroots can not play, in the end how to play it?

Star groups because of high economic income, the impact of the rapid accumulation, seems to be the darling of community electric business, but, not so, E-commerce development to today's prosperity, is very willing to be its category of rich, long tail economy in the era of personalized demand for young people more and more obvious, herd-type consumption will only appear in very individual merchants there, such as Apple, millet, Huawei and so on, but the long tail of the rich and colorful still need small and medium-sized players to do.

Community electric dealers in fact require brands or individuals with unique characteristics and culture, and to attract a large number of fans to follow and spread, a brand may not be very large, but it may become a good social power provider. For example, I know a hand-processed leather wallet and other skin products sister, they do this thing a few people, the product that works, each price in thousands of yuan, a good reputation, such as their products have a clear positioning of the population, and it is easy to generate identity and Word-of-mouth transmission, relatively speaking, they are very easy to do community electric business , not even a lot of deliberate marketing.

One misconception about social networking is that it's called a Community power provider This is a literally misreading, social marketing can produce good communication effect and sales, but after two degrees of relationship, basically are out of control marketing, curiosity, onlookers, pure forwarding are very many, Most of the more successful social media marketing we see is actually online advertising on social networks. The formation of community electric power needs a longer time precipitation and fan precipitation, not the number of fans, is in the heart of the user loyalty and love, so, I hope that the correct is not to understand the community of the electrical business as a marketing vocabulary.

If the way that the employing head transmits, measured by sales, then, perhaps Amway is the largest social power provider, because the internet era to do Amway online, but also to use the Internet Exchange or trading, so the industry also needs a fresh brain, do not lose the core of the problem, Those who rely on the forwarding and brush the formation of a friend of the micro-electric business or micro-business, most of them are not community electric business, tie the social power of the headscarf, but also the traditional electric business.

No product culture, no brand belief, no group identity of the electric dealers are not social power, on the contrary, you will know the elements of social power, community electric business has taste, interest, there is a refusal, such as Etsy is a very good social power, the domestic fun Play network is also a good social power provider. The marketing socialization channel of the traditional electric power quotient is called the Community Electric quotient, belong to the face is gilded, in short, Eve to Eve, Satan to Satan, today's madness in the past Taobao early have experienced, perhaps after settling, you will find that the people who do the electricity business training basically did not do, marketing training people did not have a decent marketing, Some people use the glib tongue to take the success of the millet to illuminate their own stalwart, calm down, you will understand.

How to seize the opportunity of the micro-electric business?

No matter what the electricity business is, it is services and retailing, thousand years unchanged things or the process of selling goods, marketing, sales, supply chain, customer relationship Management These are the basic elements, we are more fortunate that there are more and more excellent software vendors, micro-electric business tools and data to go on the right route, If you want to do a normal electrical business, and not like the Fujian Tieguanyin so rather harassed also good vampire-style promotion, then, I said below may be helpful to you.

How to impress consumers. In the past, the electric business marketing channel is Taobao search, Jingdong search, mobile era, consumers have not fully developed the habit of mobile power business search, at this time, we are relatively equal, we need to think about products, copywriting, promotions and so how to impress consumers, arouse their desire to buy and enthusiasm. Since the micro-electric business is rooted in the micro-trust circle of friends, and groups of people, we can awaken the ethnic identity to achieve emotional marketing, to give up the past dry and hard advertising style, the way of human nature to cut.

Choosing a good category is the key. The man is afraid of the wrong line, women are afraid to marry the wrong Lang, selected category is the core strategy, agricultural fresh electricity business more and more fire, Beijing East, day cats are focusing on rural market, channel sinking, the supply chain will also sink or innovation, logistics developed will let this category appear big explosion-type development. On the day, the specific selection also needs to see the interests of entrepreneurs and project controllability, the choice is more important than effort, this should be remembered.

The age of spiritual consumption comes. Believe it or not, China has entered the middle class mainstream society, whether the wallet is plump, at least young people have reached this level, more and more young people choose their own style, you will see more and more young tattoos, more and more spiritual consumption totem will appear, To be a micro-trader for them.

It is true love that unites people with goods. In the past, many small and medium-sized electric operators to brush credit, brush ranking and other ways to compete for search traffic, and social mobility era needs to people-centered, goods important, human important, people and goods in one to do a good job of new electricity commodity licensing, people can survive in the integration of goods, think about the past Amoy brand madness, live less and more, at this time, we micro-electric business need long memory, Do not hit the steep slope curve, do a good job of their long tail.