The industry pyramid of the micro-quotient has been basically shaped, and the team doesn't approve of my involvement in this channel

The following is the full text of the Shei Yiming speech:

Time to July 2014, the micro-business pyramid has been basically formed, the team do not agree with my involvement in this channel. But we were on the flanks and finally took a piece of heaven and earth. Now looking back on the three grass micro-business Project, the reason three grass from zero spark point, to such as wildfire prairie intensified, mainly benefited from several factors.

Because the three grass two wood is a start-up brand, the impression has not accumulated, refused to introduce capital, in all aspects of stretched, before no matter which market, the three grass two wood can at best be considered waist brand. But encountered micro-business, we adhere to the brand's adherence to the implementation and hard work, many years of working across multiple channels to build a solid team, in the face of the micro-commodity licensing industry trust crisis, which just created the three grass two wood 2014 years of achievement.

That's the reward we deserve, but it's a little bit more fortunate. How we in 2015 in the future in the new market opportunities to maintain the lead, innovation, we are all three grass two wood brand participants should be common concern. I would like to emphasize the following points:

The question we all need to think about in 2015 is how we can help terminals move faster. I myself know three grass two wood now, not because of our grasp of the nature of the industry, and the deep insight into consumer demand, but because we planted in front of the seeds, encountered a channel of catalysis, so that the rapid germination of the festival. And how to make it into a towering tree, the most important link is the terminal.

We said today that the micro-business, not the three grass two wood brand, not to say which major regional agents, not to participate in the industry summit of those industry experts, but our lowest agent. They have no reason and no capital to sell at a loss. The three grasses have more than 10,000 agents, not just 40 total generations. If we can not and riding a tricycle delivery against the wind to do the majority of the agent Weal, we can not say that we have done the market, also can not often win.

It is our 2015 years to help our terminal agents to sell their goods, to achieve their expectations, to weed out speculative and vicious competition. Three grass two wood not only give them products, but also help them sell, help them to sell faster, sell more happy, sell more professional, sell more proud.

First, product help sales

Before that, we had three times times as many hands on the product. In addition to control the supply chain, guarantee product quality and integrity, we also want to through these positions, from the market to obtain more competition information and market feedback to force research and development.

In addition, we also want to eliminate two things through the interaction between products and sales.

1. How to achieve supply and marketing equivalence?

This is the source of disorderly price, but also the grassroots agent Low-cost sales protection. First of all, we will assist agents in the existing channels to develop sales plans, through pre-sale and other consumption patterns to help agents better control performance and inventory.

Second, the borderless sales system will be more informative. Through invoicing system tracking terminal Sales, presented Kanban system, to achieve model construction and sales forecasts, so that the control of production, sales to achieve upstream, the establishment of enterprise BI (business intelligence) the initial embryonic.

2. How to balance between the control premium and the price/performance ratio to ensure the price is reasonable?

First we have to determine what the high premium comes from? A high premium for consumer-recognised products in the micro-business channel often comes from your identity: either you are professional enough to offer advice that is not available elsewhere, or you are a grandchild who can provide services that others do not have, or both, as experts or as waiters.

So how to reasonably price and help the sales agent is our product department colleagues to start learning topics. Of course, the marketing department also put a lot of energy in the premium of this matter, such as we signed Han spokesperson, the introduction of a revolutionary new packaging, female media implantation and DSP launch.

We are certainly not a high price or a cheap one. It is the starting point of our pricing to cater to both the consumption complaint and the individual IQ.

Second, the compression of intermediate link flying efficiency

Yesterday I saw an article, said that the micro-business development agent model is in reverse days, is a regressive thing. Because the blind pursuit of a single bottle of high profit is not the best profit model, because multi-level is not the most efficient mode. The future must be flat, the sales model is certainly flat.

For channel business, efficiency is the most important. Closing the natural barrier of parity once confiscated, we only have to improve efficiency to increase turnover rate. Turnover rate is cash flow, lifeline and moat. That's why we want to do integrated cloud systems.

This is our sales support of the first-line departments, such as training, customer service, design team should pay attention to the place, the world martial arts is not broken. But not because of ' fast ' but sacrificing quality, not because the fast to lose the standard.

For example, our current agent is not to sell goods, not to mention to upload the effect of training. 3 of our weekly skincare training can solve marketing problems? Can solve the after-sale problem? Can you do it all? So we need to think of ways to do faster and better and more perfect, simple and efficient to complete the market demand. For example, we have friends circle questions, teacher lectures, to help you learn in the debris time, in each team put a skin care teacher, build a question and answer knowledge base, join the public number automatic return shunt, to enhance the efficiency of beauty consultants.

Third, in-depth marketing of the source, focus on relationships and links

Now the micro-business to do the brand of fire is very important to marketing, frequent open investment will please star Momentum, blindly expand the category, just shop to the agent hands, no interference in the market. But we are different, because the essence of business is connecting people and products. Channel quality and expansion speed tend to be inversely proportional. It is because the expansion is too fast, the link is thin, but the expansion is too slow, too few links, also unhealthy.

So what is our marketing? No one else can do it, I did it, not in the flavor of the place to do a novel form of advertising.

Instead, the right information is pushed to the right person to connect the terminal to the customer.

Now the more typical online shopping model has two kinds of situation, have to do the platform such as Taobao Jingdong, have to do quality recommendations such as worth buying. One relies on information density, which relies on information accuracy. Three grass two wood in the market after the hair, may not be able to do the information density, so we should pay attention to the accuracy of information.

This is to our marketing colleagues raised a very high demand, you have to know the brand, to understand the product, but also to know the consumer brain in the corner of the thing. And the light knows no use, but also in the right place to display.

Spokesperson is our main line, with the spokesperson and brand advertising to do visibility and premium, with the effect of advertising selling goods. So the effect of promotion is the key battlefield. Hope that the promotion of colleagues on the data can be more sensitive and thorough, we will join more and more offline activities, through exhibitions, training, salons, training and other activities to support the micro-business market. 2015 will be a full and lively year.

Well, here it is, said half a day, in fact, summed up on 2 words-terminal.

Finally say a few short sentences, we each experience.

Product ignition, channel integration, marketing add pay, cherish trust