When I arrived at the bell tower Coffee in Hangzhou, there was a long white crow.

When we arrived at Hangzhou's Tong Pu Road, the White Crow had been there for a long time. He was busy tidying up some days of Courier--one of the owners of the coffee shop, who had not been here for some time, and had been gone for a while in the circle.

As an active figure in the electric business circle, for quite some time in 2013, we did not know what the white Raven was doing. Friend Feng Dahui also occasionally help him to play cover: White Raven, he went to do the old man mobile phone.

A joke is a joke, the White Raven certainly does not do the old man mobile phone, he now real identity is the founder of the pocket.

What's that pocket pass? The official point is that pocket Pass is a mobile service provider, mainly for the business to provide mobile solutions-more bluntly, this is a help businesses on the mobile end of the project to build shops, in the merchant application to micro-credit payment platform interface, Pocket Pass will help businesses provide solutions to develop corresponding functions.

Through this program, the merchant can realize the marketing and transaction management at the different mobile end. At present, there are more than 2000 shops, including Osa Osaka and Royal Mud Square, which offer micro-letters and micro-blogging outlets.

"We have helped the first group of micro-credit companies to open a micro-credit store," the white Jay said in a microblog on December 5. As long as you have a public number, is a regular business, Pocket Pass can help you complete the public number certification, payment applications, merchandise shelves and open shop, trading systems and order management, logistics tracking, the current service is free. ”

The news was soon spread and the clicks on the pocket-pass website soared.

The White Crow relies on this micro-blog for Pocket Pass to do a very obvious PR spread, he began to play for the pocket of a yell, this active figure again appeared in everyone's vision.

What exactly is the pocket pass?

Start more and more access to meetings, to communicate with businesses, the White crow now the most important job every day is to introduce a pocket pass to others. Frankly speaking, this process of popularization is not easy, because it is easy to mix it with a variety of micro-credit marketing development companies on the market.

Now if you enter some small and medium-sized sites, it is easy to find a variety of micro-credit marketing name ads. Yes, this is the micro-letter tripartite service provider for the promotion of the business.

For them, this is a rare business opportunity to come: at the moment, the micro-letter is hot, and each of its actions will trigger the most likely to be the most popular commentators to associate. Similarly, businesses are starting to crave micro-credit, but it's hard to find a cut. Because the micro-letter official did not explicitly tell how to operate, so that it as a traffic entry or to do a CRM system has become a lot of business, one of the most tangled, it is this "tangle" has undoubtedly given the tripartite service provider a huge opportunity.

In fact, a lot of companies have begun to do it, they are in the name of micro-marketing and mobile business, mainly for businesses to provide micro-credit based on the public number of applications, including business marketing system, customer management system and so on. Through these services, businesses can build their own brand system on micro-letter. It looks like these third-party services are also fairly comprehensive, and a bit like the main push business with pockets.

"Micro-letter development of this matter, we are doing, but it is easier to do shallow, it is more difficult to do deep, we do more deep." "In the face of doubt, the White Crow said straight out.

He believes that the current market face many companies are "to do a layer of skin," by the micro-letter this hotspot to get money, to hype, to sell, pocket pass want to do something different.

White Raven told me the World network of journalists, from last November to the present, that is, he disappeared this period of time, pocket-pass has spent more than a year to do the bottom of the process design. This process design includes a cross-platform order system, CRM system, ERP system, and an open platform that can be expanded to run through the vast majority of business support required by a business.

The white Jay does not forget to stress: "The complexity of the whole system is no less than a medium-sized shopping mall." ”

Because of this, the White crow at one point denied that the pocket-pass was his own project. His explanation was: "It was necessary to make the foundation of the project strong enough to not be disturbed by the outside world." ”

Now, the White Crow has begun to appear at various exchanges.

It seemed to him that the pocket-pass was now ripe. If the stage theory of Internet products, this product has entered the public testing stage, and in the opening of the pocket-pass service business has more than 2000.

Although many of these 2000 are directed at pocket-pass to help sellers integrate their micro-credit payment interface This bright spot is pouring in, but the white Jay still insists that the pocket pass is not just a micro-credit product.

The white Jay's insistence is not unreasonable. On the one hand, the pocket-pass also supports the development of micro-blogging, support includes the key words for word-of-mouth monitoring and precision marketing functions. On the other hand, in his design, the product that the pocket-pass helps the merchant to make is actually a platform of the real meaning, while the micro-letter and the micro-blog is the two user pipeline that accesses this platform.

However, the business is not anxious to differentiate between the end of the pocket is a micro-letter service provider or a letter services platform business. For them, users can implement user management and commodity transactions on micro-letters. It is clear that pocket-pass can help them achieve, that is enough.

More than that, the pocket Pass is also implemented more, including: from the information pushed to the customer access to the final purchase of the entire closed loop complete data monitoring and detailed statistics, Cross-platform inventory sharing and ERP docking, full order tracking and logistics automatic notification.

As the White Crow says, this is a complex system, but is it necessary to make such a large system, with enough commercial support behind it?

Mobile era, follow the user where

The pocket-pass started in November 2012, when the micro-letter just launched the public account less than three months, but the White crow after the end of the plunge into the one, he hopes to be a help business products.

In his view, because the mobile end and the frequency of contact with the user is higher, the Giants are optimistic about the mobile end, then the future in the mobile end will be divided the situation, such as micro-letter, micro-bo, watercress, bar, there are users gathered.

The differentiation of the entrances means that the user will be more dispersed, whether it's a combination of users for a variety of reasons may become the object of business needs marketing, which means that front-end differentiation may lead to the back-end disjointed: For example, the sale of different platforms need to share inventory, the need to share customer data, if not synchronized, Will directly affect the sale of business activities of the normal.

Based on this, the White Raven chooses to be a "deeper" platform product, not just a micro-credit marketing tool. He believes that there will be more opportunities.

The choice to do deeper is destined to mean early must sneak, to pay more. In fact, in the six months after the start of the project, he almost never spoke of the project, and gradually faded out of Weibo.

He admits that it was a lonely time to develop. And his friends around him said that the White crow out to play the frequency of less.

Soon, however, the positioning of the deep platform shows the advantages. For the pocket pass, it is more important to build a product that can support the business operation on the platform open Interface. As for this open interface from Taobao, micro-credit, micro-blog or other products, it is not important.

The White Raven's logic is that pocket pass is a one-stop management platform that helps businesses to aggregate those who are scattered across different mobile ends.

In the wireless internet age, micro-credit and micro-blog is the main position of E-commerce marketing, so they will be on both the basis of development. If one day a micro-letter falls, a new super app rises, and as soon as it opens, the pocket pass will also be plugged in.

The white Jay insists that, where the user is, the merchant should go to where to run the user, and the pocket pass should also access which platform.

For the current pocket pass, the most attractive business is not what the White Crow said Cross-platform features, but the stability of the system provided-this is a system developed by the former Taobao people, they understand the transaction, understand the weaknesses of the trading system. For pocket-pass, this also constitutes one of the most significant competitive advantages of the project.

On the other hand, the pockets of the current demand for the business response to this batch of businesses in Taobao position-waist sellers. This is his ideal service, said the White Crow.

In the White Raven's view, the large number of businesses, the backend has sufficient requirements, but for the mobile end of the temporary doubt, there is no need to raise a development team, the best choice is to find a basic standardization of service providers to get help.

In fact, while the pocket pass is also in accordance with the requirements of this part of the seller to do the design: there is a multi-level decentralization of customer service, there are marketing plug-ins for the brand, there is a customer tag for the CRM system. Even when they need more services, Pocket Pass can also provide customization. While the current pocket pass is free, these businesses are willing to pay for extra demand.

It looked as if the white Raven and his pocket-pass might have figured it out.

Sentiment: Goodbye, traffic times

After the interview, I have been thinking that the pocket is really only what the white Jay himself called it, only to do a sell software it?

Admittedly, attached to a platform, must only do a certain scale, and if the mobile division in the background, whether the pocket pass can break through this bottleneck?

If not, it may be because of the Giants, and if so, what are the driving forces underpinning their rise?

E-commerce is shifting from the era of traffic to the user era.

Before this business operation, most of them are fancy traffic, and the major platforms are also through the unified entry into the distribution, redistribution of traffic, this pattern behind the flow is actually the king.

But this pattern, when consumers ' needs are diversified, should appear in a more comprehensive way of linking. In a way, the micro-letter seems to give the consumer and the Merchant Direct link, this link is through the user's attention behavior to feedback, please note, this may be the user initiative to build strong relationship.

This does not mean that, since then, businesses need to carefully care about the needs of each consumer, although the flow, explosion, ROI is still important, but in this social equivalent platform, it is difficult to have a complete flow matching mechanism to let you learn research, you need to face is a user.

Again, what did the white Jay do in the process? The core point is to help businesses to run users.

Although this may be just a set of basic business procedures, through this program, they go to meet the business needs of businesses: micro-letter without order system, no tag system, no customer service system, the only one is an open interface. The business needs to try to do every customer's fine operation in this transition period, where the pocket pass pushes them-as long as the merchant has the right interface on the platform, the pocket Pass can help them design an application that satisfies the demand of the merchant. In turn, does the pocket pass not realize its own value?

We have no intention of abandoning neutrality to praise a company, but they may have done a temporary thing on the key nodes of a rapidly changing business, and we expect them to succeed and to benefit businesses, which is a good business expectation.