The future development direction of the micro-trader: Whether it is everyone's electric business or retail to the operator.

October low, Pocket pass in Beijing held a micro-electric Shang Sharong, at the meeting, the founder of White Jay put forward "the whole retail industry will move towards the era of operators" ("Retail to Operator"), after the meeting, I had a communication with the white Jay, the exchange of content more on the "retail operators" An extension of the assertion and a detailed introduction to the Pocket Pass.

Last weekend, I had a conversation with the founder of the Mew Li Yinghao, who advocated that the future of the micro-electricity business was "everyone's electric quotient" mode.

Compared to the pocket Pass, Meow Meow Micro Shop people will be unfamiliar. Meow Meow Micro Shop can be understood as a focus on female consumer groups of micro-letter store, business in its independent app shop, through micro-letter, micro-BO, QQ space to obtain users, and then convert orders, its businesses to college students, white-collar and mother such as the individual population.

The pocket general principle is in the micro-letter public Number Foundation, sets the commodity management, the order management, the transaction system, the member system, the marketing system as one service provider. Businesses to enterprises, brand-oriented, more than the MEW store goods and services richer, the entry threshold is higher.

The "retail operator" of the White Raven and the "Everyone Electric quotient" of Li Ying-hao, both of which are interpreted by the micro-electric quotient (more "micro-quotient") from different angles.

First of all, the unification of the "micro-electric quotient" here, the micro-electric business contains micro-trust, is a subset of mobile electrical business. I agree with the introduction of the "micro-electricity Trader", which is mentioned in the "micro-electric Business Reference manual" of Pocket Pass:

Rather than relying on platforms (such as Taobao/Jingdong), micro-electric dealers rely on your customers and the channels in which you keep in touch with your customers.

In the market operation strategy, the micro-electric business is no longer platform-centric (through simple and crude traffic procurement, advertising to obtain sales), but through micro-blog, micro-letter such communication channels, direct contact with your customers, resulting in sales.

Micro-electric companies also need to pay more attention to the buyer's Word-of-mouth, in the buyer's social circle (micro-trust friends Circle, Micro-bo, etc.), the formation of a wide range of two spread, attracting more customers.

"Retail to operator" and "everyone Electric quotient" premise is to break the center of the Platform of imprisonment

White Crow believes that the offline retail is very common phenomenon is that consumers first cognition is the business district (shopping center), and then see the brand, and finally focus on the goods, and the brand and merchants are separated from the area and the business circle. "Central" will result in the line of the retailer in order to obtain the lot, regardless of expensive rent, so a large part of the profits to the property developers, and which users bought their own things, the next time will not buy again, when to buy, can not be directly informed.

Online retailers are repeating the central issue. The White Crow said, "We see online retailers are more lame, because you only supply chain, only goods, no channels, no traffic, no own customers, you need to continuously increase marketing costs to do better." ”

Online retailers, in addition to hitting the money to buy traffic, is a price war. In the White Raven's view, the price war to reduce the gross margin is problematic, will continue to keep the margin downward pressure is not long to live, businessmen will be given to the majority of Taiwanese profits into product research and development services to upgrade is the right path.

The same "centrality" results are not good for consumers. For example, Taobao operators, in order to reduce costs and access to the front of the goods show position, only by brushing a single, write praise, so ranked in front of not necessarily good goods, consumers will be Taobao above the credit system to kidnap.

These are the forms of platform-centric formation of the shackles, so in the past the retail business in the direction of operating goods and channels. Breaking the shackles, going to the center of the White Jay is advocated by the "retail to the operator" direction, in other words, as a business fan. This is my understanding of the "retail to operator" era.

Li Yinghao also strongly praised the micro-electric business to the central idea. He plainly will go to the central interpretation of the "direct marketing model", businesses need to learn to operate the circle, according to the personal preferences of positioning. At the same time, he also said that the micro-electric business is only the mobile electric business "2-level development" (1 is Taobao/Jingdong-oriented central platform of the electricity business), so can not eliminate the central phenomenon.

On the mobile side, opening a shop is a new way to earn money. Based on this kind of demand, Li Yinghao that the micro-electric quotient is the "everyone Electric quotient" era. He believes that everyone can sell their goods/skills/services in the micro-electric business, making money is a result, it is also a pleasure to find the process of liking or appreciating one's own goods.

If "Everyone electric dealer" or the central logic of the entrance, the number of businesses in a surge of congestion, it is bound to exacerbate the vicious circle of platform center. This model is more emphasis on personalized circle management, the taste of the business of acquaintances, this is similar to the pocket shop.

Reducing the proportion of shopping search is a hurdle of "retailing to the operator" and "everyone's electric quotient"

"Retail to operators" and "everyone electric quotient" to achieve the central shopping scene ideal state, the challenge is to reduce the consumer's reliance on "search" while shopping, and in the platform-electric model (including the mobile side), the data suggest that consumers are currently relying on search for shopping for more than 70% and 40% of business orders come from search conversions.

For such a normal, the white Raven thought it would not last, "in the future, the necessities of people's daily life may still be bought through search, not necessities, or I see this thing sooner or later I have to, or I think this thing I like, I immediately bought directly, no longer through the search to do this thing. "This trend is more pronounced on the mobile side, especially the micro-electric quotient.

He judged that "the proportion of orders to be reached in the future will fall, up to 20%." More users will buy goods in two ways: through the discovery of vertical communities and by the sharing of social platforms (recommended by friends). ”

The original merchant spent most of the financial resources to get the 40% order from the search, and the remaining 60% orders are not fully valued, so that gives the pocket access, from the beginning to help businesses do a user fan management platform, operating users, and then through the user needs to open Order management, payment trading system. Weakening search does not become an important step in the era of the "retail trend" of the White Raven.

About the decline in the search for mobile power business, Lee Kennedy's point of view is relatively conservative, "search shopping scores active and passive." In the PC era consumers have a purposeful to Taobao, Jingdong is the active power supplier search, in the same move. And all kinds of sharing is passive, fragmented information, which stimulates impulsive consumption. I believe there will be a lot of ratios. This is also unique to the mobile end. Will it become the mainstream movement of consumers in the mobile electricity business? I believe that the proportion of searches will be reduced, but not without. ”

Li Yinghao founder of the Meow Micro shop in the weakening of search, and pocket pass. The Pocket Pass lets the user concern the merchant's public account number, becomes its fan, can regularly see the promotion activity. Meow Meow Micro Shop lets the user add the micro-letter trumpet of the merchant, becomes its micro-letter friend, again carries on the circle management "Everybody electric quotient" direction. Li Yinghao said, "To do so, the focus is no longer backward, clear product and service positioning, a store operating about 200 customers can be." ”

Summary

It is not good to say that "retail to the operator" and "everyone electric quotient" who is inferior, only to show that these two are the development of micro-electric business direction, the general emphasis on the "people" as the center.

Personally, the White Raven's "retail to operators" is from the cold retail era of goods and channels as the center of the operation, turn to operating users (fans) as the center of the retail, the channel becomes a part of the CRM, the past cold goods to the user in the hands of the temperature, and the platform to center the same time, the brand trend of central.

But Lee Kennedy's "Everyone Electric quotient" is from the micro-electric business buyer both the seller's point of view, the micro-electric business is the individual amateur value of the main way to cash out, do not use the public account, the business and users into micro-trust friends, emphasizing the interaction between individuals and individuals, social factors obvious, business acquaintances circle business, Recommend and share shopping with acquaintances to weaken the platform to search shopping habits, the difficulty is to turn a group of strangers into acquaintances, the increase in the number of individuals will increase the difficulty of the circle operation.

Overall, at present, in addition to pocket pass, pocket shopping micro-shop, Pat micro-shop development direction more like "retail to operators", and meow Meow Micro Shop, micro-letter store development direction more like "everyone electric quotient."