Has Wechat Electricity Supplier's Subversion Begun?

Today, WeChat is built around the public number of electricity supplier closed loop formal formation, WeChat and Ali between the subversion argument again. I think the Matthew effect will continue to be visible on the mobile business in the future, forming a maximum of two large business platform, and even I think the mobile phone will be more powerful and strong. The trend is very clear now, the number of applications that users can accept is extremely limited, and their usage habits are increasingly migrating to a few high frequency applications, especially when these super applications begin to platform ecological construction, which includes more and more functions and provides more and more scenarios. From this point of view, in the era of mobile electricity supplier, WeChat electric business and Taobao may be an alternative question.

One, up to two large business platforms and numerous businesses based on the fragmented survival of users' needs are the judgement of my future mobile business pattern. But it is based on social traffic derived business needs of WeChat, or directly positioned in the shopping domain Taobao can become the biggest entry is still difficult to judge, or Jingdong after the first arrival is also unknown.

For WeChat, the road to subversion is not easy, but unlimited scenery is at risk.

How to understand WeChat electricity supplier?

Just as "beating Microsoft must not be another PC operation system", and defeating Taobao must not be another Taobao type mall. WeChat's electricity providers often go hand in hand with subversion, so what are its characteristics?

First of all, I think the biggest difference between mobile Internet and Internet is that it is more based on people than traffic, so the future mainstream mobile providers must be more and more able to meet the individual needs of consumers. There are two ways to implement personalization: first, we often mention sensors using smart phones to build insights into them by collecting and analyzing user behavior data. brand In the form of fragmentation, consumers themselves choose to pay attention. In contrast, the first method has very high requirements for technology level, and the second way is relatively simple and easier to implement. In fact, the WeChat public number is not precisely based on this logic? WeChat electric business is in the form of public number, which has infinite subdivision of users' needs. Consumers can match their preferences according to their own preferences, thus solving the problem of users' personalized needs. Therefore, in essence, WeChat electric business belongs to the category of community electric business, so do not use traditional shopping mall's thinking and mode to operate.

Secondly, for WeChat, Online retailers It's a double-edged sword. If it can be well controlled, the electricity supplier can not only contribute to its revenue, but also increase the stickiness and activity of the platform. Otherwise, it may cause immeasurable damage to WeChat's experience and brand. On the Internet, the electricity supplier is a rare customer who wants to pay real gold and silver services at the very beginning, so consumers are very cautious. Once the problem occurs, the response is also the most intense. So it is not difficult to understand that the outside world has always been very loud about WeChat's electricity suppliers. But WeChat is not in a hurry. This is a risky move. Therefore, I think WeChat will be very strict in the screening and control of businesses. The main players on the platform will be some businessmen who have a wide range of brand awareness, while the mainstream format of WeChat e-commerce platform will be B2C, and Tmall is the key, rather than Taobao's C2C. Only in this way can we solve the trust problem of consumers to the maximum extent, and ensure the experience and security of WeChat platform. But at the same time, I also believe that "self commerce" will become a unique landscape, which has attracted wide attention on the WeChat platform, and some can even create great profits.

Then, C2B will be able to develop with the help of WeChat's e-commerce platform and become the standard of WeChat business players. WeChat is not only a front-end transaction interface, but also a customer relationship management tool. Based on WeChat, businesses can interact and interact with users very well, and information is easy to reach, and it is also more convenient to understand consumers' needs. In addition, the users in the public accounts are more accurate, which is very suitable for developing the C2B mode of e-commerce transactions, and achieve the goal of selling products.

Finally, the main business platform of WeChat will be clothing shoes Hat, beauty makeup and home furnishing are the most important non-standard products. Meeting the user's personalized needs is the essence of WeChat's electricity supplier. Moreover, most of these products are not priced at a high price. They do not require too long decision time. It is easy to form impulse buying. At the same time, they are constantly changing in style, and users have the demand for wandering in fragmented time, so that the trigger point of sales will be a lot. But this will make WeChat and Taobao compete fiercely for businesses and consumers, because these are also the mainstream products on Taobao.

WeChat electricity supplier: the next road is only startling.

As the most successful mobile product at present, with 600 million users and about 300 million monthly active users, WeChat has the potential to expand to any field. In fact, the electricity supplier is naturally unjust exception, that is, converting 10% of the monthly active users into the electricity supplier users may make great changes in the current electricity supplier pattern.

But imagination is only imagination. The formation of closed loop payment is only the first step and the most fundamental step of WeChat electric business. There are several mountains in front of WeChat electric providers that need to be crossed.

The first thing to do is to cultivate users' shopping habits in WeChat. After the failure of Baidu and the plain water situation before Tencent, we saw that the search traffic and social traffic flow at the PC side were not successful. Of course, in the mobile terminal, the product system and the way of interaction with users have undergone fundamental changes, but it is still not consistent with consumers' habits of shopping and shopping process. This means that WeChat needs to spend a lot of user education time and cost, and whether it can succeed or not is clear. Just like a popular search engine in foreign countries, it is hard to achieve great development in our country. It is never a thing to educate users and change users' shopping habits. On the whole, I think WeChat electric business is still a state of virtual fire, that is, the circle is hot. This is very similar to WeChat's red envelope, which is undoubtedly a very successful product, but the degree of popularity perceived by insiders is quite different from the actual figures released. WeChat still has a long way to go to educate users.

Followed by the creation of shopping ecology. Baidu, Tencent and Alibaba are diversifying after their main businesses are stable, but their meanings are different. Baidu and Tencent are mostly non related diversification based on finding the next growth point, while Ali is basically about the diversification of e-commerce business. To a certain extent, Ali must diversify, otherwise it may survive in crisis. Because the electricity supplier is a complex business that involves many kinds of businesses, and it needs to form a more complicated ecosystem. As a platform, large electricity providers need to serve consumers and businesses at the same time, so as to achieve sustainable development. Today, the two big business platforms, Ali and Jingdong, have spent decades building a relatively perfect business management system, product management system, supply chain management system, payment system, credit evaluation system, traffic distribution system, data management system, marketing system, etc., supporting the shopping environment on the platform, most of which are WeChat electric providers can not or lack, and this is bound to be accompanied by a large number of fixed assets investment, including but not limited to servers, warehouses, call centers, etc. In the past, the main business mode of Tencent was very light. It basically belonged to the realization of social traffic and was the mode of collecting money lying down. But the electricity supplier is a very heavy model. The complexity described above is beyond imagination, and Tencent is not good at it. Writing here, I think of the latest rumor about Jingdong and Tencent between the outside world. We generally feel that Jingdong needs more Tencent. But look at the price of the flowers, I think his demand for them is equally urgent. As for what Tencent needs Jingdong, please refer to the above description.

Although there are only two points, but there are still more difficult things to do than changing the way of shopping and shopping habits of users? Is there a more essential business than building a brand new shopping ecosystem? And the electricity supplier is a double-edged sword. A little careless crisis is the foundation of the whole WeChat's existence. I want to describe WeChat's next exploration of the electricity supplier as "startling at every step".

WeChat electricity providers: how do businesses plan for layout?

WeChat electric business has just started, and everyone is also exploring the stage. I believe no one is authoritative about how to operate, but many times the essence of business is interlinked. Combined with the characteristics of WeChat, I think WeChat electric business must grasp the following points:

First is the precise positioning of user groups. Based on the infinite segmentation of user demand of public accounts, WeChat essentially plays social business. Therefore, WeChat electric providers must abandon the original PC terminal mall to pay attention to the large and full play, the more precise positioning, the more able to meet the personalized needs of the user group, the more effective it will be, whether it is from the activity or conversion rate is the case.

Second, we must master the operation rhythm of WeChat electric business. Because of the limitations of mobile phone screen, when consumers choose to buy on the phone, it is very difficult to understand goods as well as PC, and it is difficult to switch between the businesses to compare product quality, price and service. This makes WeChat's purchasing behavior on electricity suppliers more trust based. This requires businesses to truly focus on customers and do a good job in daily operation, so that the users and trading volume of WeChat electricity providers will also gradually increase, and do not always think about the possibility of explosive growth of transactions. Explosive growth often results in the failure of service to follow up, and eventually breaks the hard established trust relationship. WeChat electric business, even if it wants to be a marketing trigger, must seriously weigh its strength. For WeChat electricity providers, more should be a long-term flow rather than an immediate result.

Finally, WeChat is careful to maintain its brand. The above mentioned WeChat electric business is more based on trust, and the best way to build trust is to win the brand image. There are many methods and skills in brand building, but the core point is to truly provide customer centered products, competitive prices and excellent services, and to influence them by putting themselves in place, instead of shouting "kissing" in their mouths.

The last thing I want to say is that WeChat electric business is a new thing. Welcome everyone to leave a message below, or to pay attention to my exchange of public numbers. I will sort out some inspiring views to share with you so that more people can benefit.