The death or birth of the micro-quotient in 2015

Mahatma Gandhi said: "In the beginning, they ignore you, and then laugh at you, and then later with you as the enemy, and finally, you win." The same is true of the current micro-business. After 2013 years of germination, after the outbreak of the 2014, the micro-merchants become a new business force can not be ignored.

There is no doubt that the micro-force-ant Xiong, She, when the individual began to become a sales channel unit, more and more people in social media, in the mobile ecosystem began to sell goods, sales will be everywhere. Those who do not understand, do not shame or do not believe that the micro-traders see is, the combination of mobile and social, completely change the way information transmission, greatly reducing the threshold of consumer decision-making, creating a variety of novel sales path, this will be a great channel change.

At present, the micro-quotient is divided into 3 categories:

Class A: The mobile internet as a channel to expand the way, brand, sourcing center through the agent Yahuo distribution, the use of social media (currently mainly micro-letter), in the mobile internet and consumer transactions. Typical: Qiao 10 years old, Han Yu and other micro-commodity cards.

Class B: No longer pay attention to goods and brands, platform players through the online, easy to tap the mobile end of the distributor (people) for him to sell products, because people become sales unit, business can be everywhere. This model is now in full swing, not directly facing consumers, some are not so glamorous, but many people are bored rich. Typical: Many Taobao market merchants.

C Class: The concept of micro-quotient "big faint in the city", any individual is a consumer can also be "micro-business." After all, the individual as a source of traffic relative low cost, just do a good job distribution. Thus the brand, sourcing center to the consumer into a seller, the sale of goods to the Commission. Typical: college students, have leisure white-collar, night sister.

There is no doubt that in the 2015, these micro-business is still vigorous, just by leaps and bounds, disorderly expansion, it is time for the tide of sand, how to die? How to live? At the beginning of the month, Xiao Shang participated in Guangzhou's China micro-business exposition, summarizing the comments of the big players, and concluded as follows:

Dead Door

1, only Yahuo die

"Out of the sample, look for endorsement, do packaging, recruit agents, pressure goods," This is the current micro-business players to take the typical game, there is wood familiar? Yes, years ago, China's retail industry experienced the "franchise" trend is the same way.

Retail experts Achou interpretation, the advantages of the above model is: simple management, disguised low-cost financing, can quickly expand the scale. But also cannot forget is, the brand, the source center and the agent also exists the game, can cause the efficiency loss. It boils down to: Agent's fund efficiency is low, the rate of increase is high, the information transmission is not smooth, the supply chain is slow, the price system is disorderly, the stock risk is big.

Now, consumers more and more intelligent, micro-business competition is increasingly fierce, desperately downstream Yahuo, the figure of the quick, eventually, consumers do not buy, agents against water, greed and speculation without the bill, Yahuo pyramid system will quickly collapse. As Wemedia co-founder Fang Yu of the Media Alliance said, Yahuo is the traditional model of business, not necessarily bad, but can not control and deal with the upstream and downstream value supply chain, but also play yahuo, drumming flowers, that is to die.

2, the violent brush screen people die

With the rise of the micro-business, all kinds of advertising to brush the circle of friends is an indisputable fact. In micro-marketing expert Zong Ning view, micro-business career-oriented, excessive ripening of the market, everyone is robbing fast money, piling product ads, social "friends" of patience is spent, naturally triggered more and more people's disgust.

In 2015, the violent brush screen will encounter harsher treatment, whether it is the micro-letter platform, or social friends, will be sealed, black to express dissatisfaction. At this time, still in order to sell goods and advertising, do not understand the use of "emotions, feelings, emotions" plus "depth (view), concentration (insight), temperature (story)" Business Circle, is dead, obsessed only want to make money, but away from the money furthest.

Therefore, it is best to brush out high quality content at peak times. Even more to consider the "friends" of the quality, attributes, Mas disc, grasp the time node, paste life, bright deal, Sun products, tell the story, the formation of interaction and social stickiness, is the right way.

3, superstitious "mentor" who died

Indeed, the micro-business hot, rapid growth, natural convergence of all forces, but "contend frosty competition Freedom" on the other side, inevitably have a variety of fish in troubled waters.

Especially now, telecom operators, large brands and so on are beginning to focus on the micro-business, its heat is more than a variety of micro-business training will emerge, coupled with the lack of standards for new things, so that "to do micro-business training, more than do micro-business."

Many so-called micro-business trainers, inexplicably out of the fore, move 20,000 yuan/person A class, as a result, the students in class blood boiling, the class review, or did not understand how to operate the micro-business, back to a question, the results of the trainer replied: "Ascension is your realm, the realm of high, micro-business where in the words?" After listening to this, I am afraid that the students can only cry dizzy in the toilet, real gold and silver is a meat dumplings dozen dogs. Of course, the obstinate, accept "Li Ghost tutor" instigation, finally lost to the naked, also not uncommon.

This is the reality-many micro-business cafes are "PS" come out of the Wei light is really a real experience of the master is extremely scarce, micro-business players have to eyes, do not be "brick" drilling loopholes, was false "mentor" direct "guide death."

Sheng Mun

1. Community Gifted Students

In essence, the micro-quotient relies on the "people-centered". In social media, they are the biggest subjects of sharing-people become new avenues. Whether these users are communicators, distributors or marketers is not important, it is the trust and personality endorsement. Based on the real scene of the sharing brought a trust premium, friends recommend things are temperature, trial, the use of the threshold of nature is greatly pulled down. This forces each micro-business operator to run a "make friends feel very reliable" circle.

For example, the sale of beauty makeup, it is necessary to gather the beauty of the female community, pay attention to the quality of life, more focus on some links, a certain way of life, a certain type of style, in order to create a variety of scenes, and scenes with a sense of identity. And the scene is the demand, the demand is the product. On this basis, the brand is no longer planned, but more easily detonated, product marketing naturally narrowed into a lifestyle community.

At the same time, do not forget that mobile internet to bully, fragmented environment, traffic itself is not stable. and the community forms a solid social circle, which is the best way to combat fragmentation.

Therefore, the establishment of a highly cohesive community is the source of the viability of the micro-business.

2. The data person is born

It is undeniable that the micro-business development of the rapid, a year through the traditional business of the road, before, happy enclosure, extensive growth, but now also into the era of intensive farming.

In the words of Fang Yu, the micro-dealers should ask themselves, how often are the repurchase rates of the old customers? Average guest price geometry? Who are the most consumer groups ...? These key data determine the efficiency of the micro-quotient, while in the background, the supply chain into, sell and deposit data determines the turnover of funds, all of which depend on information, data management.

With the operational details of the data, internal, micro-business can continue to optimize their own-the selection is not reasonable, consider the shelf, the price is not appropriate, try to adjust prices, marketing is ineffective, consider the design of new means ... Externally, the micro-business can compare with industry rivals, find and make up for their own short board, such as improving supply chain efficiency, improve the distribution mechanism of benefits. In this way, the micro-business has been a sharp breakthrough in the Red Sea.

3, a team of students

and to achieve the above two points, must not be a team operation. Since then, the continued independence of the micro-business will be increasingly difficult.

There is no doubt that through the 2014-year dividend period, the micro-business industry is undergoing a variety of changes, a person and marketing, community operations, product management, supply chain synergy and many other roles, is definitely powerless. To gather stronger strength, we must improve efficiency by division of labor, and thus build teams, their respective roles, complementary advantages.

At present, large micro-business agents have formed a company, began to enter the ranks of the regular army. The threshold of micro-business agent, also from the past 350,000 dollars, stimulated up to now hundreds of thousands of yuan. Several big-name micro-dealers, the total generation of about 2 million yuan, the provincial generation of about 30.5 million yuan. In the future, stragglers, I am afraid can only be reduced to the end of the commercial value chain, the most easily squeezed link.

More notably, in the micro-mail chat interface, the "report" item "fraud" in the column added the "Pay not to ship" option. As a result, Zong Ning predicts that the future of micro-letters is likely to open "micro-business Certification", the micro-business into normative management. It's hard to live without a team for the micro-traders who rely heavily on micro-credit.

This shows that the team operation is the sustainable development of micro-business protection.

In fact, the comprehensive view, the journey of the micro-business is still the stars of the Sea, into the bureau still rational by the upsurge of emotions. But in addition to the excitement, players have to pay attention to the life and death method, lest the vanguard become martyrs, but as other people's fertilizer.