Micro Business Is Positive Social Development, Everyone Can Do Electricity Supplier.

Last weekend, I also exchanged ideas with Li Yinghao, the founder of micro shop. He advocated that the future of micro electric business is "everyone electricity supplier" mode.

Compared to pocket pass, meow mew shop will be strange. Meow mew micro shop can be understood as a focus on female consumer groups WeChat shop, businesses in its independent APP shop, through WeChat, micro-blog, QQ space to get users, and then convert orders, its business to university students, white-collar workers and mothers such individual group.

The general rule of pocket is a service provider based on the WeChat public number, which integrates commodity management, order management, trading system, membership system and marketing system. Businesses mainly rely on enterprises and brands, which are more abundant than meow mew shops and services, and the entry threshold is higher.

The white crow's "retail operator" and Li Yinghao's "everyone electricity supplier", the two arguments from different angles to the micro electronic business (much known as "micro business") has been annotated.

First of all, the unification of the "micro e-commerce" here, micro e-commerce includes WeChat e-commerce, is a subset of mobile electricity. On the introduction of "micro business", I very much agree with the pocket micro reference manual.

Micro electric providers do not rely too much on traditional platforms (such as Taobao / Jingdong), but rely on your customers, as well as channels for you to keep in touch with customers.

In the market operation strategy, micro businesses no longer take the platform as the center (through simple rough traffic procurement, advertising promotion to get sales), but through micro-blog, WeChat such communication channels, directly linked to your customers, thus bringing sales volume.

The premise of "retail to operator" and "everyone electricity supplier" is to break the confinement of platform centralization.

White crow believes that the phenomenon of offline retailing is a common phenomenon: consumers first recognize business circles (shopping centers), then see brands, and finally focus on commodities, while brands and merchants are cut off by lots and business circles. "Centralization" will cause the offline retailers to pay high rent for the lot they get, so a large part of the profits will flow to the real estate developers, and which user will buy their own things, whether they will buy the next time, and when to buy, can not be directly informed.

Online retailers repeat centralization. The white crow said, "we see that retailers are more like cripples on the Internet, because you only have supply chains, only goods, no channels, no traffic, no customers, you need to increase the cost of marketing to do better."

Online retailers buy money in addition to throwing money. flow That is, price war. In the view of the white crow, it is a problem for the white crow to lower the gross profit by price war. It will not be long before the gross profit goes down. The majority of the profits that the merchants will hand over to the platform will be put into the upgrading of the product research and Development Service.

Similarly " Centralization "The result is not good for consumers. For example, Taobao operators, in order to reduce costs and get the display location of goods, only through the brush list, write good reviews, so the front row is not necessarily a good commodity, consumers will be kidnapped by Taobao's credit system.

All of the above are the imposition of platform centralization, so in the past, retailing was oriented towards commodities and channels. Breaking this kind of imprisonment and centralization become the direction that the white crow advocates "retail to the operator", in other words, it becomes a business of running fans. This is also my understanding of the era of white crows "retail to operators".

Li Yinghao also strongly advocated the idea of centralization of micro businesses. He plainly interpreted centralization as a "direct selling mode", and businesses need to learn to run circles and set out according to their personal preferences. At the same time, he also said that the micro electricity supplier is only the "2 level development" in the mobile electricity supplier (the 1 level is the centralization platform electric provider centered on Taobao / Jingdong), so the phenomenon of centralization can not be eliminated.

In mobile terminals, opening a store will be a new way to earn money by part-time job. Based on this demand, Li Yinghao proposed that the micro electricity supplier is the era of "everyone electricity supplier". He believes that everyone can sell their goods / skills / services in the micro electricity supplier, making money is a result and finding a process of enjoying or appreciating their products is also a pleasure.

If everyone electricity supplier "electricity supplier"? Centralization The entry logic, the congestion of the number of merchants, will inevitably aggravate the vicious circle of platform centralization. This mode emphasizes individualized circle management and the taste of acquaintances, which is very similar to pocket shops.

reduce Shopping The proportion of search is a way of "retail to operator" and "everyone electricity supplier".

The "retail operator" and "everyone electricity supplier" want to realize the ideal state of shopping centralization shopping. One of the challenges is to reduce consumers' dependence on "search" while shopping. In the platform business mode (including mobile terminals), the relevant data show that at present, the habit of shopping by consumers relying on search is over 70%, while 40% of merchant orders come from search and transformation.

For such a normal state, the white crow does not think it will continue. "In the future, people's necessities in daily life may still be bought through search rather than necessities, or I can see that I need sooner or later, or I feel that I like it very much, and I buy it directly with my hands, and no longer do it through search." This trend will be more obvious in mobile terminals, especially in micro businesses.

He judged that "the proportion of orders reached through search in the future will drop, accounting for up to 20%. More users will buy goods in two ways: one is to buy through vertical community discovery; the other is to buy it through social platform sharing (friends recommendation). "Two"

In the past, merchants spent most of their financial resources to search for the 40% order, while the remaining 60% orders were not fully valued. This gave pocket opportunity to help businesses make a user's fans management platform at the very beginning to operate users, and then open up order management and payment system according to users' needs. Weakening search has become an important step in the era of white crows.

Li Yinghao's view is relatively conservative about the decline in the proportion of search in mobile electricity providers. "Search shopping scores are active and passive. In the era of PC, consumers purposefully go to Taobao and Jingdong, all of them are active business search providers. All kinds of sharing are passive and fragmented information, which stimulates impulse consumption. I believe there will be quite a lot. This is also unique to mobile terminals. Will it become the mainstream action of users in the consumption of mobile electricity providers? I believe that the proportion of search will be reduced, but it will not be.

Li Yinghao's mew mew store is different from pocket in weakening search. Pocket pass allows users to pay attention to the public accounts of businesses, become fans of them, and regularly see promotional activities. Meow mew micro shop allows users to add WeChat trumpet to their businesses and become their WeChat friends, and then carry out the circle of "everyone business" direction. Li Yinghao said, "in this way, the focus is no longer on the backflow, and it is clear that the location of products and services is about 200 customers in a store."