In The Palm Shopping Era, Quanzhou Shoes And Clothing Terminals Are Built To Consumers' Homes.

Mobile Internet has changed people's consumption habits, and also has a strong impact on the distribution mode of traditional industries such as shoes and clothing.

In the face of the sudden handheld shopping era, Quanzhou enterprises with sharp smell of business opportunities have come up with a new way to rapidly expand the dealer force: abandon the traditional franchise and franchise threshold, invite all consumers to set up the entrance of mobile APP software, and strive for every family to own their exclusive mobile store, and parents are the store manager.

"Just as

It is said that the new business age is as fierce as lions, and enterprises will lose badly. "

Insiders say that the impact brought by the mobile Internet is both a challenge and an opportunity. The Quanzhou consumer brand, represented by shoes and clothing, can quickly adapt to the changes of the big environment and make innovations that meet the market demand and development trend, so that it can seize the opportunity in the future competition.

Mobile electric providers: overturn "traditional rice bowl"

Ding Dong! Miss Lin's WeChat circle received a personal letter from her friend. It was originally a friend who had been engaged in purchasing business in WeChat circle.

When she opened the shop, she found that all the products purchased by her friends were put into the store, from eating to drinking and then wearing.

Pocket supermarket.

This is an entrepreneurial module of WeChat mobile terminal: anyone can build a small shop with the help of WeChat platform zero threshold and sell their products.

"WeChat wants to make use of 600 million of the sticky customer base, and use the mode of micro shop to shake Taobao's dominance of e-commerce."

According to industry analysis, more and more e-commerce platforms and even brand enterprises in Quanzhou are making use of the new game method of micro stores. They will directly pull consumers into their online distribution system and make big "micro" articles.

"Everyone is a shop owner, and every family has its own mobile shop."

The promoters say that in the future, they will not only rely on WeChat platform to develop their own store manager system, but also build their own APP entry.

In the era of mobile Internet, Quan enterprises boldly took the lead in innovation.

Taobao shopkeeper Xiao Cai, a native of Quanzhou.

2009

Touting the net, with the momentum of the electricity supplier, and with the advantage of the shoes industry resources of Quanzhou, the sales performance of "bull" has been achieved: the annual sales volume is close to ten million yuan.

"Since last year, the volume of PC terminals (computers) has been decreasing. Last year, I began to try to use the mobile phone end to do business.

In less than half a year, Xiao Cai said that the sales performance of mobile terminals has increased by several times. Compared with the traditional computer orders, the proportion of mobile phone orders has started to exceed 50%.

"Obviously this year, sales volume has dropped a lot. Originally, I wanted to sprint millions this year."

After finding out, Xiao Cai found that only Taobao stores like them could get the information of footwear sources conveniently, but with the popularity of smart phones, with the promotion of micro shop modules, more and more friends around began to sell shoes.

"WeChat has modules, Download authentication, then you can open shop, almost zero threshold, product photography upload mobile phone a key to fix, than before opening Taobao store is much easier."

Little Cai Mingxian feels the pressure. The amount of advertising input on the traditional Taobao platform is very large, generally accounts for about 7% of sales. Nowadays, under the development of all kinds of mobile stores, everyone will have several customers to split up, and his loyal customers will be lost again and again.

Now he not only runs on "micro Amoy", but also set up a "branch store" on WeChat platform.

In order to better retain the old customers, all kinds of sharing activities continue.

Miss Chen has been running a clothing store in the central city of Quanzhou. With her unique vision, the new clothes in the shop always attract the old customers.

"Later, I failed. Last year, there were fewer than three guests in a day."

She said that now she changed the shop opening time, only until noon at noon every day when people open shop, only in the afternoon after work in the afternoon, and other spare time is used to operate micro stores on mobile phones.

"Take pictures of the clothes in the store and upload them, then push them directly to the old customers."

She also said that sometimes individual styles should be classified according to the preferences of different customers.

"Actually, I didn't play WeChat, but I couldn't help it."

Miss Chen said that apart from rest, she spent a lot of time communicating with and sharing with customers on WeChat.

Many customers see their clothes on the phone and go to the store to realize their consumption.

This change is not only affected by the rise of mobile electricity providers, but also the traditional Taobao, Tmall and Tmall systems.

In 2013, the number of smart phones nationwide was 380 million, which is expected to exceed 500 million this year.

In the era of mobile e-commerce, all kinds of "micro" are being used: the ports of WeChat, micro and micro-blog are occupying the limited time of fragmentation.

"If electronic commerce moves cheese on some people, then mobile providers will overturn more people's cheese."

Hu Yanping, general manager of DCCI Internet data center, has been tracking the development path of e-commerce enterprises for a long time.

He believes that whether the traditional brand enterprises, all kinds of large and medium-sized electronic business platforms or small shops along the street must learn to make use of the ecological environment of mobile electricity providers, otherwise all benefits will be affected, which is the general trend.

Distribution innovation: a small shop

Taobao stores and entity store owners have "sniffed" the impact of the mobile electricity providers. The vertical e-commerce platform, which is familiar with the rules of e-commerce game, has been more actively invested into the mobile ecommerce environment, and their playing seems to be more thorough.

Shishi shoes net has been seeking new route of change since its investment. Before the investment, it will enter the physical shops and attract other products besides shoes.

Recently, they launched the "mini shop" to introduce WeChat's Micro store mode into its own platform system to refine it.

"We are not subversive, but just conform to the development of the big platform, and establish some of our hard core consumers in the way of store distribution."

Wang Jianzhong, the president of the shoe net, said with a smile, "the WeChat platform eats meat. They only drink soup. They only use the original distribution system to enable more people to have entrepreneurial opportunities, so that they can acquire the habit of shopping with the top shoes.

"In fact, we are going to centralization of mobile network mode."

Qiu Wanru, who is responsible for the shoe net, said that they want to establish the concept of the nationwide online store through the fission sharing system of "mini shop", and hope to set up a mobile shoe cabinet in the future.

Their system is divided into two sections: private and brand businesses.

For the private sector, it is completely open and free. Consumers are responsible for shop promotion only after free registration. They are responsible for goods, logistics and customer service.

Today, they already have 120 thousand consumer shops. As long as they are registered as their online distributors, they can generate an independent link entry. Whenever the paction is completed through this entry, shopkeepers can enjoy at least 5% of the discount, and the proportion of discount returns varies according to their performance.

More attractive (attraction stores) is that if other friends become distributors through sharing, the so-called "introducer" will get the corresponding return.

"Equivalent to the internal membership system of the network."

She also said that they also opened up a business version, that is, the same zero threshold to join, the use of their system software, brand enterprises can also develop their "micro shop", to develop their online distributors, the most direct is to attract the brand shop under the shop manager shop operators become online distribution manager, become a "shop in store" mode, the use of ERP system to import commodity information, and finally through the volume of feedback.

There have been some brands of store managers through the synchronous online store operation, increased by a few thousand a month, and tens of thousands of monthly income.

To put it plainly, a part-time entrepreneurial platform in a shop in China, using the "mini shop", can also open up all kinds of resources of the PC end and offline stores, forming a closed sales network, so that every consumer has the opportunity to become a store manager, enjoying preferential treatment while consuming products, and bringing benefits through sharing.

In fact, not only vertical platforms are good at mining consumer dealer system, but also brand enterprises have opened doors for all consumers.

A few days ago, the distribution shop of rich birds and clumsy rats has been landed in WeChat.

The above micro shop platform will basically have three major sections, such as customer service center, member center and entrepreneurship, which can be directly consumed online, and can be opened online directly.

Consumers can easily own their own micro stores just by logging in through WeChat account.

"Idle is also idle, I registered a small shop, anyway, there is no threshold, at least buy shoes can be cheaper."

Xiao Wang, a citizen, said he had often bought rich bird products before.

In addition to the original enterprises' emphasis on mobile business opportunities, some emerging platform businesses also use this platform to recruit funds and collaborators.

The "most distinctive" platform is based on the establishment of a "micro business" Kingdom, aiming at the five major industries of fast moving products, big agriculture, finance, mother and infant, and medical beauty, attracting the content providers at one end and attracting the marketing team with the concept of zero threshold dealers at the other end.

"If you are willing to pay ten thousand yuan, you can become a strategic partner and have the right to develop zero threshold dealers.

The interests of the dealer can be divided naturally.

The responsible person said that they reduced the profit threshold of the sharing mechanism very low. If they invest twenty thousand yuan, they can share the 1/1000 annual sales bonus of the platform, which is an effective splicing of the public funding business mechanism and the micro shop mode.

Terminal contention: mobile phone entrance

No mobile phone can be lost. Now, with the help of intelligent functions of mobile electric providers, mobile phones have gradually replaced the functions of wallets.

Can pfer, through the two-dimensional code payment channels can also be mobile phone credit card, and now there are electric business enterprises in the wallet in the original various discount card resources.

"All the discount cards are included in our micro music system."

Li Jinliang is responsible for micro music in the Quanzhou region.

It is said that they are self built APP entries, and can only be brands and shops. Their goal is to include all the discount cards in the mobile phone, so that consumers can get concessions and deductions under the online and offline pactions through a mobile phone, that is, O2O in the usual sense.

"To increase the number of users through joint promotions with businesses."

Li Jinliang said.

"We will build our own APP mall in the future."

Relevant people of the shoe net said.

It is understood that many platforms and brand companies are now using Tmall and Taobao's platform to win fans, using micro stores, discount cards and other ways to enhance customer loyalty, thereby enhancing the success rate of the two marketing and reducing the cost of conversion traffic.

But almost all enterprises simultaneously lay out their APP mall.

"Affected by competition, WeChat platform is shielded from Taobao."

According to the relevant people, although WeChat fans are huge, they will not allow individual businesses on their own platforms, especially those of individual platforms.

Once an enterprise or platform is completely dependent on which platform, it is necessary to comply with the rules of the game. In order to avoid being constrained by the platform, enterprises can hardly avoid the need to build their own shopping mall. Once the customer's viscosity is guaranteed, the flow will be guided through various ways or the customers can be imported into the self built mall by bundling.

In order to occupy the APP entrance of customers' mobile terminals, enterprises do everything possible to promote the downloading of two-dimensional code by activities such as training and offline activities.

However, from the current situation, consumers download quickly and unload almost fast, the industry believes that if the APP platform can not produce different from WeChat and other platforms such as sharing and preferential, it is difficult to popularize.

Taking the taxi and fast taxi software as an example, although the download rate is very high, those are two big consortia smashed hundreds of millions of yuan to stir fry, this is not ordinary enterprises can do.

Related marketing people believe that they want to promote A