The transformation of the micro-business will never happen overnight

If said in 2013, occupy our circle of friends are most of the information is the subscription number or marketing content, then 2014, to say what occupy the majority of your micro-trust friends Circle, certainly not a micro-business, a variety of purchasing, a variety of skin care products in our circle of friends in endlessly, 2014 are also known as micro-Shangyuan by most users in the industry. In the author's opinion, the last two years is indeed the number of micro-business blowout Two years, however, the potential problems behind the rapid growth has also been very prominent, trust crisis, agent and offline, service assurance and so on issues are floating on the table, the most critical is as a housekeeper Tencent also temporarily has not made a qualitative statement to the micro-business, It is in this chaotic state, the micro-business in the stumble ushered in a carnival period of their own. However, whether to seize the moment, to earn immediate benefits, or to face the future, transition to long-term development, not only the micro-business, it is estimated that even Tencent has no clear plan. However, whether it is micro-business or micro-letter, this road to a proactive transformation has already begun.

The Consumer-to-consumer mode of information asymmetry is difficult to be long

Now engaged in the micro-business industry, only a few of the real source of knowledge, you can directly to the supplier to take the goods. Most of the rest are attracted by so-called high profits or the prospect of the outside world, with a sudden-rich mentality to enter the micro-business of the ignorant boys.

We first put aside the quality of the goods sold and the source of it, from this sales model to analyze, the problem is also very prominent.

First, the advent of the internet is to solve the problem of asymmetric information, so that the information and price of goods become more transparent, this is the idea of Taobao electricity, Taobao can grow the biggest reason. The micro-quotient is also good in nature, but now the practice is demonized. The micro-business should be the brand side settled in, through the mobile Internet entrance directly facing consumers, become closer to consumers. And now the so-called "micro-quotient" parasitic internet power, but the opposite of its path, so that information becomes asymmetrical, the price is not transparent, there are more levels of relations.

For instance, a 30-piece mask, supplier set retail price 300, and then use a unified template to do publicity, interested can do agent, so that the 300-dollar mask can be 150 yuan of the agent price to take the goods, and the 150 yuan to get the agent has two options, sell their own or find the line. If you choose to sell this is also involved in another problem, is an acquaintance of the economy, but if they do not sell or simply do not sell out, it can only continue to compile stories to find the line. Then to 180 of the price to sell two agents, two agents found themselves also sell not to go out, that had to 210 and then find three agent so analogy, to the last four or five agent has no profit is not sold out, the mask is almost expired, simply own it, a mask is so "sales" out. In the final analysis this is a kind of laminated sales, the goal is not how to sell out, but how to create an attractive illusory prospects to attract subordinate agents. So, now the micro-business industry is like a silent under the sea of a huge volcano, although in the mainstream media Sainus see, but in countless friends, micro-letter group, QQ group surging. "Millions of dollars", "water tens of millions" and so tempting cases abound, "sitting at home easy to move fingers can make money" people are very exciting. This illusory "prospect" seems to return to the exciting golden age of Taobao's rise 10 years ago. But the difference between the two is that one is real, one exists only in illusion, and it is difficult to have a long-term healthy development model. Well, if you haven't been able to understand, then you can think back to the words that you haven't heard in the last few years: "Friend, have you ever heard of Amway?"

The serious problem that cannot be neglected behind the micro-quotient

As mentioned above, the reason why the micro-business is now chaotic situation, on the one hand, because the current market turmoil has led to today's cohabitation, on the other hand, Tencent's attitude to the micro-business is always unclear and has a great relationship. Micro-letter as a social product clearly can not let Tencent completely satisfied, so taxi, pay, commercial WiFi, micro-shop, etc. are added as additional functionality.

Just micro-letter of the micro-shop, in fact, in the beginning Tencent also has a very ambitious goal, as Taobao now apply to open a series of costs and a long list of procedures plus their own merchants tend to saturation, these are to the micro-store to seize the market to provide the opportunity, micro-letter for the micro-shop basically did not set any threshold, free shop, without any handling fees , the day of the withdrawal of these measures can be seen as a basic 0 cost of open shop, and secured transactions in the recent only just online. Although this policy has attracted a large number of businesses and individuals into the micro-shop, but there is no guarantee of quality, buyers and sellers of contradictions and even fraud is endless. And the development of the micro-shop seems to have entered a run of the situation, originally Tencent is trying to create a similar to Taobao Consumer-to-consumer business model, supplemented by the Beijing-East Pat and other modes, but now micro-letter to the east to bring the flow of the import is very little, basically can not bring any help. and the micro-shop went into a malformed development model, the micro-business no longer spell service and quality, and focus on the circle of friends propaganda and development of the line, resulting in good quality of goods and types of too single. At present, the existing micro-shop form, in order to engage in micro-business operators of the standard, do not want to say can threaten Taobao, I am afraid will directly lead to the demise of the micro-shop model.

At this time we can think of Alibaba some of the policies of Taobao, push day cat suppression Taobao is a lot of C shop owner Heart pain, Ali This behavior is also the operators of these shops called Xiemoshalv. And Taobao for the three without products, counterfeit products, the crackdown is also getting bigger. With these lessons, it is hard to hope for the future of the micro-business, once the micro-letter to face the problems of micro-shop, or wait until the next stage of micro-shop development, a new round of change is inevitable, and in the future of the product, quality, service, business model and so on the major changes, The current micro-business and a few can stand up, not only you and I do not have confidence, I am afraid even the real micro-shop operators in the hearts of all clear.

Possible transformational direction: personalized, customized services based on social networking

The traditional electric dealer is in the final analysis the commodity as the center, in which the quality of goods for the success of the transaction has a decisive role, as we all know, every business in the pursuit of explosive products, as long as the product is good enough, the price is attractive enough to create sales myths, followed by business services Service is good or bad for a part of the consumer is also highly valued. This is a typical feature of commodity trading, except that its platform is shifted from the original physical store to the Internet. On the purely social platform of micro-credit, the micro-quotient is more dependent on human relations or human-centered. Because the micro-letter is to some extent the current mobile Internet age representative product, is a social networking software, this time the relationship between micro-merchants and fans, this relationship between people become the core of things, through the relationship can be trusted to sell goods through trust is the key. Traditional electric dealers value the flow and entrance, the pursuit of flow import, the pursuit of constantly attract new customers. But by the time of the micro-business of social shopping, the rules of the game have changed, the pursuit of micro-business is the relationship between the depth of the fans, the user's relationship to do deep, improve the purchase frequency, and even develop old customers to become subordinate agents, the formation of multi-level agent chain became the key, this time the relationship between the people became the core, see it This is obviously an unreasonable sales model.

The current situation is clearly contrary to the original intention of the micro-store, and does not conform to a mobile social software positioning. For the micro-letter based on its social positioning, can fully focus on the personalized goods, encourage personalized products, and then combined with the social networking, take the custom route, this social economic form than the original full of deception and hypocrisy of the micro-business model to mature a lot. In addition, due to the large user and traffic advantages of micro-letters, the other development line of the micro-business should be placed on the service, from the simple sale of goods to the service provider, combined with the micro-letter currently has the LBS, commercial WiFi and other functions, expand O2O Business, the main service card is also a good choice, This is a glimpse of some of the current testing features of micro-letters. However, the above two points also means that the micro-business shuffle or even eliminated, because most of the micro-business does not have the ability to provide services, this fragile agent chain once collapsed, domino effect in a very short period of time will be able to show. Not alarmist, the transition may come sooner than imagined.

Conclusion: The micro-business may lead the future of the mobile electric business

With the continuous heating up of the mobile Internet, with the new concept, new business model is also more and more promising, the mobile operators may not be in a short period of time to impact on the traditional electric operators, but certainly will experience a rapid development process. Although the future is unpredictable, but history is regular, looking back on the history of the Internet, E-commerce history, we can not be difficult to see that the current micro-business model is only the internet to the mobile Internet in the process of the chaos brought about by a simple speculative behavior, Its life cycle is not long and needs a perfect system to regulate. But we can not conclude that the micro-quotient is a failure, once the institutionalized sales and service system, the micro-business may be in the near future with the mature mobile Internet burst out more powerful vitality, a more diversified era of mobile electricity may be not far from us.