Shulou(Shulou.com)06/03 Report--

Drucker said: if companies are not prepared for the future, they have to prepare for elimination. Similarly, if any brand does not upgrade to adapt to the market, extensive products and brand operation will have no way to go, fine operation is bound to be the trend.

To learn more about "E + New Retail Industry Internet", you can search the official account "Industrial Internet Service provider"

With the rapid development of mobile Internet, many enterprises feel that it is more and more difficult to do business, the cost of obtaining traffic is getting higher and higher, and they are very confused, and they do not know where to transform. Some people say that it is very difficult for entities to do now, so go and do WeChat business. Some people say that e-commerce does not have a chance, and WeChat merchants are dying, so go and do group shopping. Others say that social e-commerce platform is the mainstream this year, but you can't afford to play without capital and strength. Yuanfang, what do you think?

Integration and coexistence and multi-channel development

There is still a good opportunity for WeChat business, and Chinese consumers' pursuit of brands and services is still escalating. Yesterday, he also talked with the brand Yan Ruyu CEO, a very successful brand in the transformation and upgrading of traditional enterprises, about his views on community group buying. In fact, their brand strictly requires agents not to participate in community group shopping, which has an impact on brand development, including the agency model. Brother Cheng of Jingrun Pearl also said that there is no good service without reasonable profits. We deeply cultivate our own field, let the agents make money, let consumers be satisfied, and the community can buy and watch you play.

In fact, every channel has an opportunity, just to see which channel the company's genes are more suitable for. If you just want to sell goods or be a brand, the direction of the channel you choose is different. Now it is more about integration and coexistence than who will kill whom. In the past, e-commerce came out to kill entities, and WeChat merchants came out to kill e-commerce, but in the end, no one was able to kill each other. This is like in the era of transportation from bicycles to cars, high-speed trains and airplanes, bicycles have not disappeared. So WeChat business will not disappear, but will just upgrade to a multi-channel integrated social retail model.

The combination of the two things to obtain traffic

Social new retail is the mainstream business model in the past 19 years, which is actually a new retail that is people-centered and uses social attributes to connect online and offline. Efficiently link consumers, improve enterprise efficiency, the nature of business has not changed, to create value for consumers, to achieve value in the exchange, only closer to consumers, can sell good products to consumers and serve good consumers. In any case, social new retail has become the product of a combination of social and new retail. In essence, the reason why people are so sure to combine social and new retail is to see that social new retail is becoming a tool for traffic acquisition.

Under the trend of social new retail, we often talk about the traffic dividend period. Traffic is the essence of all business, whether it is traditional business or Internet business, whether online or offline, traffic determines everything. The ability to obtain traffic determines the expansion of the business, the transformation ability of traffic determines the income of the business, and the conversion cost of flow determines the cost of the business. By grasping this point, we can tell the profit from the loss of a business. Whether it puts on the cloak of "social new retail" or not, we only look at its performance in terms of traffic. At present, the high cost and difficulty of obtaining traffic has become an indisputable fact. As a way to directly reach real users, social communication is beginning to be welcomed by more and more people. Under this background, more and more people begin to focus on social new retail.

Deep integration, jump out of the concept, create a whole new species

For struggling entities, e-commerce and WeChat players, it is undoubtedly a low-risk new attempt to open up new opportunities for development with new social retailing. If social and new retail can be deeply integrated, there is no doubt that it can effectively avoid the embarrassment brought by the end of the Internet dividend, thus truly bringing its own development into a new stage. However, if you just put social new retail students together, rather than deeply integrate the two. So, the so-called social new retail may be just a concept, and nothing new, will eventually be reduced to a concept game.

When the wave of social new retail is surging under the joint shareholders of many elements, such as capital giants, entities, WeChat businesses, e-commerce, direct sales, platforms and so on. Perhaps we should not only see the development opportunities it brings to us, but also the challenges behind it. Only by constantly dealing with various challenges and firmly grasping the opportunities for development. The development of social new retail can really jump out of the Internet-style concept circle and become a new species that can bring changes to the industry.

So what do you need to do in 19 years to really do a good job in social new retail, rather than just playing with a concept?

First, change the traditional thinking, upgrade the dimension, and use the empty cup mentality to learn the advantages of various channels and people in various industries.

Second, ingenuity to create products, good products are the standard of this era, no longer discuss whether the product is important or the model is important. Without this product, no matter how strong the marketing model is, it will always be bullshit. If you take a big step, the egg will still hurt. There should also be categories of innovative thinking and differentiation.

And what value can your products really create for consumers? Solve what problem?

So don't be reluctant to spend money on brand positioning, product planning and design. Consumers have little idea of the product prices of 198 and 168. The same product effect and cost, but the product appearance and attraction point is different, consumers will choose 198, sales of your marginal cost down, so much is your profit.

Third, it used to be said that the business model is the most critical, but now I don't think so. Many of the models are more or less the same. The most important thing is whether you can design a top-level model according to your original mind and the genes of the enterprise. You must not blindly follow the trend. Only you know whether the posture is good or not, and what is right for you is the best. The best thing about how to design a pattern without extending it is to ask a practical consultant to participate in the discussion and help you design it, because if the pattern goes wrong, you will lose the whole game. You have to pay the tuition fee that you should teach, so that you can make fewer detours and move forward quickly. Not every enterprise is suitable, nor does it mean that the cheap ones are not good. What you can see is good.

Fourth, the ultimate starting plan + fine operation team. No matter which model you do, WeChat business, social e-commerce platform and social group shopping are all very important. this is a regular army era, and it is difficult to start successfully without a good team to operate. This team can be part of the training, part of the external cooperation on it. Fine operation is needed for every model of online community marketing, and it is also a way to quickly get traffic and fission traffic online. In addition, the salon is a good way to gain low-cost access to traffic and fission traffic as well as mobile shipments. Many brands start well and can use resources to receive the first wave of money, but when there is no new traffic, when they cannot help agents sell and ship goods, then it is not far from death.

There are a series of problems such as the lack of mobile sales of the brand, the slow speed of team fission and so on. As a boss, have you really combed through these questions? The lack of mobile sales of the product makes it impossible for the product to flow to the terminal quickly; the morale of the team is low, which leads to the inability to activate the agent to improve the performance. Offline salon can well activate the vitality of a city or an industry brand.

Why do you want to go offline?

First, in the "traffic", online traffic is becoming more and more expensive, and offline traffic has a natural advantage. Second, in the "team", offline teams are more sticky and more conducive to team management under the trend of new social retailing. Salon seems to be standard for many enterprises, industry brands and brand teams. Why are countless teams doing salons? It must be that salons can be rewarded efficiently.

What are the advantages of being a salon?

1. Quickly build a local team (localization is the trend of new social retailing. With a localized team, it is easier to manage and can effectively improve team activity. (localization team is a prerequisite for you to do a good job in offline channels, and the quickest way to set up a localization team is the salon, which shows the importance of the salon

. 2. The conversion cost is relatively low, and this low-cost and high-efficiency transformation is very conducive to the sustainable development of the team.

3, the conversion transaction rate is high (through the offline salon wholesale course transformation, it can efficiently transform the intended customers and effectively improve the team performance. )

4. Offline teams are more sticky, which is conducive to building local WeChat business teams. only when people are together, they will fight together, and their combat effectiveness will be improved.

5. Sharon has a strong reproduction of attracting investment (if Sharon wants to get good results, it needs professional planning. Generally speaking, it is divided into pre-meeting + mid-meeting + post-meeting planning, each link is very important, the more specific the planning is, the more well-implemented it is, the more meticulous the planning is, the lower the error rate is.

6. it is conducive to team publicity (offline is the best way for the team to build momentum, because when people get together, they can sense through vision and hearing, and prospective customers will naturally be willing to join when they see that your team has strong potential energy. The potential of the team depends on whether you can attract new agents to join. )

The best way for the salon to build momentum is to create momentum continuously before and after the meeting, with nodes, so that the team can achieve the best potential, and its influence in the local area can be rapidly improved, which will naturally attract more local teams to join.

The earlier the enterprise layout, the more conducive to the rapid fission and healthy development of the team. The boss must understand, the enterprise must pay attention to, the operation must be professional, and the whole set of games must be learned systematically. This is an era when consumers are prone to aesthetic fatigue, this is an era when people change their faces without saying hello, and no one is only willing to pay for your efforts.

Hard work and hard work are only the minimum standard of this era. Obviously, vision and pattern, learning and diligence determine how far you can go in the end.

To learn more about "E + New Retail Industry Internet", you can search the official account "Industrial Internet Service provider"

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