The way to the micro-business is to drift away, with its own big data is the key

In addition to holding red "O2O" in 2014, "micro-quotient" is also the hottest fried chicken this year. Since the rise of micro-trust, the micro-electric business has also arisen, this year to say who in the micro-letter circle most active, non-micro-business, a variety of masks, skin care products are everywhere, more people directly to "micro-business" defined as a "friend Circle sell goods", the industry for the existence of micro-quotient has been in a mixed attitude. Compared to the traditional electricity quotient, micro-quotient seems to give people a more illusory illusion, and its exposed problems are endless: trust crisis, after-sales service, quality assurance, and so on, the path of the micro-business to drift away, in addition to the need for a clear planning, but also have their own large data!

One, the micro-business model can not be defined

As a new industry, micro-electric business has a micro-letter to do its sales platform for it to solve the problem of payment, and hundreds of millions of fans to become its potential customers, for it to solve the source problem. But there are two sides to everything, the number of micro-business spray wells in the past couple of years, but also caused by the current chaotic situation, from the business model to analyze, it can not be defined in just one.

First, the micro-business can be Consumer-to-consumer mode, this development model is the most common phenomenon, as long as you register a micro-letter, with friends Circle, and then from a merchant to get the goods, you can directly in the circle of friends publicity, the use of fan relations for sale. But the disadvantage of this model is that it cannot guarantee after-sale service. For example: facial mask, skin care products overseas purchasing.

Second, the micro-trader can be a mode of business, in which businesses sell products and services directly to consumers through micro-stores. Compared with the Consumer-to-consumer mode, a layer of service assurance. Its disadvantage is that buyers can not identify the credibility of the seller, micro-shop settings without any threshold, some of which shops in troubled waters, cheating consumers.

Finally, the micro-quotient can also be a O2O mode, there are a lot of traditional retail enterprises to do micro-electric business cases, in the era of PC electric business, has a complex offline sales system has been considered a burden, but O2O changed the status quo, with offline entity store business is currently the most favored O2O transformation of the system, Integrated line under the unified operation.

Second, the micro-electric business behind the big data in the overall co-ordination

Baidu CEO Robin Li believes that the future of scientific and technological development will have a big relationship with big data. In this "data explosion" era, a lot of data are generated every day, but some data do not play their real value. Take the micro-electricity quotient, a small part of it is seize the year, in order to earn immediate benefits, for such a micro-business, they do not have more money to hire a third party to help them collect management data, and will not take the initiative to analyze the advantages of each transaction generated by the good data, so their micro-business path will only be precarious, increasingly dusk.

On the contrary, if the pursuit of long-term development, and a larger scale of the micro-business, behind the big data in the overall co-ordination. The following combination of Zi Yun Technology Co., Ltd. introduced customer behavior management system as an example, analysis of how to use large data to operate online physical stores?

(i) Through the member Behavior data analysis, produces the report to realize the accurate marketing

Consumers, whether through the micro-mail or app shopping, will certainly leave his behavior data, such as the customer in which the coat interface for a long stay, you can know he prefers which clothing. These seemingly small details, in the micro-quotient here is valuable data. In the customer behavior management system, we can clearly see each commodity transaction time, frequency, amount, customer geographical distribution and other information, the information into a data report, conducive to the enterprise to make accurate marketing.

(two) The Background data management standardization, realizes the line on-line information synchronization

The difficulty of O2O implementation is the unification of information under line, standardization, the current retail enterprise Marketing system mainly includes these two categories: direct business system and Direct Battalion + Agent system, for the direct business system of enterprises, Zi Yun that all stores and micro-shop data information management is not difficult, the middle will not involve any information leakage , the interests of contention, it is easy to realize the line offline information synchronization; But for the Direct Battalion + Agent system of enterprises, why do I have to synchronize information with the direct business, will not seize my agent region's customer resources? These are the problems they are worried about, so how to persuade agents to join the business of large data management? --to establish a benefit-sharing mechanism. The location of all the new users to the latitude and longitude of the acquisition, and timely link to the location of the nearest store information, the user's information and the store binding. Enterprises according to their own set of sharing rules, can be part of the turnover assigned to the store or channel, so as to achieve the benefit of sharing, improve the shopping guide to the promotion of micro-mall enthusiasm, while solving the transformation of the agent franchisee concerns.

Third, "alternative" to enable the micro-business to go long

Micro-business development in the 13, experienced a dividend period, the major areas have a succession of brands, to many ordinary people brought a fortune, as of today, there are still many natural persons willing to devote themselves to this industry. The author believes that in many people's eyes micro-electric business is the use of micro-letter platform to do business, in fact, the so-called micro-electric operators should be the entire mobile end as a sales platform, rather than limited to micro-letter. When everyone is still in the circle of friends to rob the badly beaten, the other side has already started a new business. What is it? It is the Micro official website. Without downloading the app client to occupy our phone's memory, consumers simply create a shortcut on their phone and they can shop in any WiFi environment. On the way to the micro-business, in addition to app, micro-letter, and now has a micro-official website to split the mobile end of the market, I believe that after the micro-letter, micro-official website will still be the forerunner of the world.

Summary: Large data is the future of mobile power industry trends

According to statistics, the number of China Mobile internet users has reached 527 million people, every day may have thousands of or even tens of thousands of people browsing your mobile phone store (micro-website/app/Micro-mall), at this time if the micro-business has not started to collect user data, and marketing integration, even if done O2O, can not achieve precision marketing. At present, there may still be a lot of companies can not understand the role of large data, but not long after our market will gradually prove the existence of large data value, the completion of data accumulation will be mobile electricity business for the future development of a foundation, but also industry trends.