Traditional Enterprises Try To Tap Water, And Opportunities And Challenges Coexist.

In October 19th, Analysys think tank released "China in 2014". mobile payment Safety Research Report. Data show that in 2013, China's third party Internet payment market maintained a high growth rate, but the growth rate in 2010 and 2011 slowed down significantly. On the contrary, the mobile payment market has entered a stage of explosive growth: 2013, the total scale of mobile payment market has exceeded 13010 billion yuan, up 800.3%.

The popularity of the mobile payment market provides fertile soil for the growth of micro businesses. Micro quotient refers to small businesses selling goods on mobile terminals. As the product of the times, the huge development space of micro business can not help people salivate, especially those who miss the PC Internet era of traditional industries. But everyone has not thought about how to transform micro businesses, especially those traditional industries with a lingering fear.

Micro quotient is not mysterious. As a platform and tool, mobile payment means and WeChat are not equal to micro business. In essence, micro business still belongs to business. To do micro business well, we must return to the essence of business, that is, products and services. This is especially important for the traditional industry to test the water business.

Do you want to do it? Wechat Business ?

Should traditional industries do micro business?

This question itself is a false proposition. The essence of capital lies in profit seeking. The commercial world will always look at profits without permanent boundaries. Of course, WeChat can be commercialized and engaged in e-commerce, but this does not mean that WeChat is the most suitable e-commerce.

The history of a WeChat is enough to illustrate the problem. Since the launch of WeChat 5 in August last year, the concept of micro business has developed into a popular hot word. Although Tencent launched WeChat in 2011, the key point of WeChat's detonation of personal social media started from a commercial point of view. It started with a little girl who worked as an e-commerce provider on WeChat.

Objectively speaking, the commercialization of WeChat started with the function of "nearby people", followed by the "friends circle", and finally the "WeChat payment and WeChat electricity supplier". The function of "nearby people" has been plagued by the illegal erotic industry for quite some time, because it involves geographical location and stranger service. After the launch of WeChat 5, the situation has been reversed and the economy of the circle of friends has been rising. During this period, the circle of friends mainly engaged in life consumer goods, luxury goods and overseas purchasing, and so on. In the meantime, the micro trust grew to the current stage of "WeChat payment and WeChat electricity supplier".

The growth of micro quotient fully reflects its congenital genetic deletion. Traffic is not equal to electricity supplier, at least not the core factor of the success of the electricity supplier. This is the consensus already formed by the Internet industry. But as a powerful social tool, micro business still has great potential.

　 " Wechat Business Road "

The rise of mobile Internet has spawned the desire of electronic commerce for mobile platforms. Therefore, a large number of mobile platforms have come into being: apart from the well-known WeChat, these platforms also include pocket communications, micro alliance, Taobao shop, Jingdong micro shop, etc.

Next, from the three aspects of platform, tool and mode, we will discuss the way of traditional industry to test water.

First, "free platform or charging platform"?

As a tool, there are differences between free and mobile platforms. It should be noted that free and charge should not be the main factor of choosing a platform, and the value and characteristics of the product itself.

Second, "play the new media tools".

The mobile Internet era has brought huge marketing dividends. No enterprise or individual can ignore the marketing tool of new media tools, such as micro-blog, WeChat and APP. For the micro business, these three must be differentiated and integrated: micro-blog can be used to gather powder, get fans and users, and guide WeChat; WeChat can be made into CRM, namely customer relationship management; APP can also communicate with mobile phones and wearable devices, and conduct real-time data monitoring. In this respect, Nike's new media operation is representative.

Third, the "O2O+C2B" hybrid mode.

Traditional industries do business, O2O is a topic that must be discussed. It is almost another synonym for micro business. But simply talking about O2O can not effectively solve the micro business dilemma of traditional enterprises, but also needs to be supplemented by the necessary interactive means. Frankly speaking, the transformation of traditional industries should start with the interactive mode of "O2O+ C2B" online and offline. In this respect, the famous clothing enterprise red collar dress is undoubtedly a typical representative. It has been revealed that the proportion of customized clothing for red collar clothing users has reached 1:1.5. If we open up huge data resources, the traditional industries will have some advantages in doing micro business.

Two questions about the quotient

For the traditional industry that is impacted by the Internet, it is always careful to test the water business. On the one hand, the traditional industry is afraid of the tremendous power of the Internet and its derivative platform tools, and on the other hand, it has blind illusions about these forces. In short, traditional enterprises should be pragmatic as well as pragmatic in doing micro business. Generally speaking, we should pay attention to the following two problems:

First of all, return to the essence of business.

The essence of micro quotient still belongs to the category of Commerce. Therefore, the key to playing micro businesses is to return to the essence of business, namely products and services. The advantage of traditional industries in testing water business is the ability to precipitate products for many years, while the disadvantage lies in outdated service thinking and marketing thinking.

Secondly, the "fans economy".

To do micro business, we can not do without micro marketing. This marketing and service capability is the most fatal weakness of traditional enterprises. In the marketing industry, there is a saying that if your industry is still in the 4Ts marketing stage, that is, tradition, trait, temperament and type, the industry will belong to the traditional industry.

Nowadays, social marketing has completely replaced the infinite scenery of 4Ts marketing. Social marketing is a solution to use commercial marketing to achieve public welfare purposes or to promote commercial services with social public interest. Simply speaking, social marketing is word of mouth marketing and fan marketing. The key and difficult point of traditional enterprises is to fan the economy. This is also consistent with the "three campaigns" theory of the electricity supplier of the gang.

Fans economy includes three characteristics: love, trust and tolerance. The standard of measuring the fans' economy is whether users or fans can participate actively and grow together when a product is not perfect. The Internet has narrowed the distance between businesses and users, creating a new environment for creating fans: the media is the best embodiment of the fans' economy, such as the well-known "logical thinking".

There are infinite opportunities and huge challenges in the traditional industry. On the one hand, traditional industries have the capability of deep production that Internet Co can not match. On the other hand, they can not quickly adapt to the new moon marketing and service environment. In the future, those who can win in the micro business will inevitably be close to the essence of business -- products and services, whether traditional enterprises or Internet Co.