How do traditional companies such as abrasives make micro-e-commerce and micro-network red?
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Let me mention the selling point that I shared this time. First, in the face of the changes in China's e-commerce industry in 2016, the bosses are unconcerned and unable to do anything. This sharing directly leads the traditional business owners. The second point is this sharing of obedient and direct, to the rhythm and method of how to do it, not to say why, what is it, just how to do it, go back and execute it directly. The third point, this sharing material is basically from my Weibo, e-commerce and micro-electronics 饕餮 big meal, rich in information.
Many traditional business owners have several misunderstandings in accepting e-commerce information. Here are also for everyone. I hope that you can avoid these misunderstandings: 1. Pay too much attention to e-commerce trends: such as mobile e-commerce trends and data; Pay too much attention to e-commerce events that have nothing to do with yourself, such as many e-commerce news, and have nothing to do with you; 3, too much attention to individual, can not learn to copy, etc.; 4, too much attention to e-commerce platform packaging The non-replicable case of resource support is misled by the public relations soft text.
First, let me sort out the latest 2016 e-commerce situation:
1. In 2016, Ali fully transformed into a new e-commerce company.
Summarize the central spirit of the E-Commerce Conference on March 1 this year. The new spirit is to let Taobao businessmen do new e-commerce in 2016 (old e-commerce refers to explosions, etc.), to be fans, to do content (media ), do more (all) channels, do mobile, and stand in the perspective of the entire Internet user to do e-commerce. Traditional enterprises must follow the spirit of the central e-commerce, that is, the spirit of Ali e-commerce! Taobao e-commerce is still making progress and is transforming towards social e-commerce.
2, the general status of inventory of various types of e-commerce!
1), Taobao e-commerce: This type of e-commerce is still in full swing, the big Taobao Tmall e-commerce still accounts for more than 80% of the Chinese e-commerce market, still rising, not the old e-commerce conference that everyone wants, the people are also progress;
2), B2C e-commerce: In addition to a few B2Cs such as Jingdong, the entire industry has an impact on the remaining 10 or more, belonging to the decline industry;
3), micro-business: Although not popular before, but the number of participants is still amazing, vitality is tenacious;
4), APP e-commerce: This is relatively fast in the past 2 years, such as Darling, etc. After all, mobile e-commerce is the future;
5), o2o e-commerce: At present, it is the worst e-commerce industry, all of which are closed down and no investment. Ma Yun really judged right last year, o2o is a false proposition, there is no o2o industry;
6), Haitao E-commerce: Xiaohongshu and other Haitao e-commerce companies also grow faster;
7), social network red e-commerce: This is a slogan, but only a few people's games, and most electric businessmen have nothing to do;
8) Socialized shopping guide e-commerce: This industry has almost disappeared. With the merger of Mushroom Street, most of the industries have been transformed into e-commerce and do not do e-commerce shopping guides. At present, there is no shopping guide e-commerce exists;
9) Rural e-commerce: It is a future, but there is no effect at present;
10), other small and beautiful e-commerce: such as Baidu e-commerce, B2C official website e-commerce, QQ space e-commerce, etc., small and beautiful focus, they all live very well;
11), B2B e-commerce: This seems to be the future, but the industry is always tepid;
12), traditional enterprise e-commerce: This is the biggest future for Chinese e-commerce, because in the future, every traditional enterprise will come to do e-commerce.
3, the opportunity of the B-end e-commerce!
The proportion of e-commerce (internetization) in traditional American enterprises has reached 80%, and the proportion of consumer e-commerce is estimated to be lower than that in China; that is, the proportion of Chinese consumer goods and life service e-commerce is high enough and the development is fast, the world's first However, the proportion of Chinese traditional enterprises using Internet tools and e-commerce systems is still very low; the front end of China's e-commerce is strong enough, and the back end of China's e-commerce is too weak. This big front-end, small back-office situation is a business opportunity. That is to say, the proportion of e-commerce in traditional Chinese enterprises will soon exceed 80%. The final conclusion is: traditional enterprises must be fully Internetized and e-commerce, not just front-end selling!
4. Don't be superstitious about Internet thinking!
In 2015, there were too many betting events of Internet thinking and traditional thinking. Wang Jianlin and Ma Yun CCTV about traditional retail and e-commerce bets, ending with Wang Jianlin's failure to admit defeat; Internet thinking of Xiaomi Leijun and Gree Dong Mingzhu CCTV against the e-commerce gambling, ended with Dong Mingzhu acknowledging the failure. Before 2015, the battle between traditional thinking and the Internet was the victory of Internet thinking, the failure of traditional thinking, and 2016 was a turning point.
After 2016, the dispute between traditional thinking and Internet thinking will be the victory of traditional thinking and the failure of Internet thinking. Therefore, traditional enterprises need to adhere to the value of their traditional industries, and then add the wings of Internet thinking.
5, the era of mobile e-commerce is coming!
This year's double eleven, mobile e-commerce has reached 69%, and Jingdong Vipshop and other mobile e-commerce has accounted for about 80%, that is, 2015 is the watershed of mobile e-commerce and PC e-commerce, the previous 80% pc e-commerce, 20 % mobile e-commerce; and by 2016, it has become 80% mobile e-commerce, 20% PC e-commerce; it can be judged that PC e-commerce is dead, and the new era of change is coming. Now we no longer distinguish between PC e-commerce and mobile e-commerce, and we need to fully transform mobile e-commerce.
6, 2016 e-commerce standardization!
Summarizing the government and policy environment of China's e-commerce environment in 2015, the overall situation is becoming more and more strict. For example, the promulgation of the new advertising law has a great impact on the e-commerce industry. The policy and public opinion pay attention to e-commerce and counterfeit goods. Exposure and blow to fundraising MLM e-commerce. Therefore, it is recommended that e-commerce entrepreneurs and traditional enterprises in this area still take the right path. The edge ball can only be short-term, and e-commerce is the vicissitudes of life!
The 6 points mentioned above are all new changes in the recent business situation in the electric business. I hope that everyone can understand and digest well. The second part is about the specific general idea of ​​doing e-commerce in 2016.
For traditional enterprises, e-commerce needs to follow the following three basic rhythms: the first step is to use channels, the existing products, where on the Internet can sell goods, where to sell; the second step is to use Internet product thinking In order to e-commerce, mobile e-commerce, and micro-business, plan new products to do e-commerce; the third step is to use e-commerce as a fan thinking, social e-commerce thinking, and net red thinking.
Do not pursue e-commerce or fan economy to directly subvert the tradition, to run small steps, continue to try and make mistakes, and gradually improve with improved means, first + Internet, then Internet +. Including the friend of Freda Company who came from Shandong, you are already the world's largest manufacturer of hyaluronic acid, but at least you are responsible for the first step of this line to use the channel ideas, where to sell goods where to go Selling, the second step is to use Internet thinking to do, the third part is to use the fans to think, the overall idea trilogy.
As far as the thinking is concerned, traditional enterprises do three things in e-commerce planning: 1. Doing e-commerce is the number one project, the boss pays attention to e-commerce, finds a suitable e-commerce person in charge, decentralizes, first do Tmall and mobile Taobao; 2, do a good job network e-commerce channels (Tmall, Jingdong, Weishang, etc.); 3, attention and layout micro-network red, social e-commerce, fan economy, this is the latest trend this year.
In addition, there are four data to measure the operating rhythm of traditional enterprises to do e-commerce, it is worthy of everyone's reference. The first data is that the order conversion rate should reach 1%, and the repeat customers and repurchase rate should reach 30%. This can be done on a large scale. The second data is that online sales account for 30% of the overall sales. This data was still 10% two years ago. It can be seen that e-commerce has a rapid impact on the overall consumer market. The third is that mobile e-commerce accounts for 50% of the total e-commerce, which will not be eliminated in the mobile era. The fourth data is that microelectronics and social e-commerce sales account for 10% of the online, which can really keep up with the future.
Here is a brief reminder of the key points of establishing an e-commerce brand on the Internet. There are mainly ten points. I will simply list them. If there is not enough time, I will not elaborate on them. 1) Brand planning, positioning, creativity; 2) Network special product planning and flexible production; 3) Tmall store and distribution joining; 4) Top 100 e-commerce channels; 5) Back-end supply chain and warehousing logistics customer service system 6) PR PR soft text; 7) Weibo vocal and WeChat friends circle selling; 8) Web media placement; 9) Micro e-commerce and social e-commerce; 10) EDM/SEM/CPS and other three axes and coupons, etc. Three fires.
The following are the 8 core data that e-commerce operations need to pay most attention to. The last active fan number is added recently. We must pay attention to this. The true master of the game is your right to speak.
Traditional enterprises need to go through the following four steps to change the e-commerce organization structure: 
Here is also a list of learning resources that must be paid attention to every day. 
The promotion of e-commerce operations is very classic: the promotion of sales channels is twice the result with half the effort. The promotion of channels without sales is half the effort. Therefore, the reasonable promotion rhythm should be to solve the problem of the construction of the supply chain and the operation system. Then, in the Taobao channel, the second step is to establish online channels in all directions. The third step is to promote the brand. This should be common sense, but there are still many electric businessmen who make this mistake.
Here are a look at the top ten channels of traditional marketing: 
The above ten categories of online channels can be said to have wiped out more than 80% of the shopping crowds on the Internet and mobile Internet in China. “Where the shopping crowd is concentrated, where is the promotion?â€, all the resources are concentrated in the above shopping crowd traffic, which is the whole trick of traditional enterprises to promote e-commerce.
The following part is: How do traditional companies do micro-electronics in 2016?
Many traditional companies may have a confusion. Do you want to do an app in the mobile Internet era? At present, the cost of own app construction and promotion is very high. Most traditional enterprises can indeed abandon their own apps. On the other hand, Tencent WeChat is not trustworthy in the long run and cannot be attached. So the appropriate strategy is: large enterprises still have their own app, Ali and Tencent are for my use, and 80% of SMEs, WeChat friends circle is enough, do not engage in their own app. This limit is whether your company's annual turnover has reached the scale of hundreds of millions. If there is, you should consider APP. After all, it is for the long-term plan. If not, give up the APP.
My own self-media is on Weibo, so here is also a share of how traditional companies do microblogging e-commerce. The best microblog marketing matrix of a traditional enterprise is as follows, you can directly copy and execute it. 
The 10 specific recommendations of the traditional enterprise microblog e-commerce, not to elaborate here, everyone can see the PPT. 
The current micro-business seems to have no sound. In March of last year, I was invited to attend four Guangzhou micro-business forums during the day (during the US Expo); I have not seen any movement this year. At present, micro-business people are polarized: about one-third of micro-businesses are honestly selling goods and doing terminal; one-third of micro-businessmen insist on selling micro-business agent mode; and one-third of micro-businessmen are engaged in Direct sales and various micro-commerce pyramid schemes. Now the operation situation of the entire micro-business has changed dramatically. 
In these micro-business models, direct micro-business is the best model for traditional enterprises to do micro-business. The so-called direct micro-business model: all the online and offline fans of the traditional enterprise are imported into the private micro-signal controlled by the company, recruiting customer service management, and not looking for the agent's micro-business model.
At present, there will be at least 30 members in the mode of direct sales. To put it bluntly, a lot of private numbers are added, and then the private number is completely in his own hands. Even if you do three hundred million in Vipshop, the fans and channels are not themselves, which is not good for the future. Therefore, all traditional Chinese enterprises should not do public numbers, but rather do private micro-signals. Now the profit of direct business micro-business is higher than the profit of drug trafficking. The number of one thousand people can be sold at 3 million, which is quite amazing!
These companies are most afraid of people going to these companies to steal the micro-business model. But the hardest part of this model is how to attract fans. This point will be discussed next. If the company is strong enough to use agents, it is best to start with a direct mode.
Speaking back to my own self-media, my previous eight circle of friends was the content of e-commerce, and now more of the content of the private image, this point can also be referenced. I know that there is a micro-businessman who only sends red envelopes of no more than 10 yuan a day, and there are more than 1,000 interactions.
Do a good job in the circle of friends with 10 grounding experience: 1, positioning and selling points, 2, providing value, 3: personalized charm, 4, red envelope benefits, 5, to be original, 6, do interactive interaction, 7, moderate brush Screen, 8, mixed circles and communities, 9, one-to-one communication, 10, extended line.
Chat communication in the circle of friends is also very important. It is more important to do one-on-one chat than to be a circle of friends. Chat can convert the conversion rate to 30%.
The questions to be discussed below are how to do micro-network red and how traditional enterprises can develop with micro-network red.
There is a kind of network red called e-commerce network red, the difference between e-commerce network red and general network red: fans pay attention to a red person because of buying things, and because they pay attention to a red person before they convert fans to buy, the essence is different; the former is E-commerce network red, the conversion rate is extremely high, the repurchase rate is extremely high; the latter is the general network red, basically no conversion rate. This is also the tens of millions of fans pipa sauce and Mi Meng, selling goods sold only 3 million fans of Zhang Dazhao, etc.: E-commerce network red fans are paying attention to them while buying things. Therefore, traditional enterprises must have a network red thinking, to do the e-commerce network red to sell goods, do not do mass network red.
However, e-commerce network red is only suitable for large-scale traditional enterprises, generally small and medium-sized traditional enterprises and general individual entrepreneurs, how to combine network red? This is the point.
I don't recommend that traditional companies do network red. This is too far from traditional enterprises, but it must cultivate net red thinking, that is, people-centered business model. As long as people are red (boss or employees or spokespersons), the advantage is that the promotion cost is more Low, higher customer loyalty and higher repurchase rates. Traditional enterprises must have a net red mind. Similarly, individual entrepreneurs must also have a net red mindset, that is, to be a man first, then to sell products, to be people-centered rather than product centers, that is, net red thinking.
The most important thing is to catch the red air outlet and do the micro network red mode! One of the only 500 micro-sellers I supported before did a micro-network red day with 3,000 fans, converted 10,000 singles, and sold more than 500,000. This is a day's performance, and the effect is amazing. Now the video is about 1 million hot, which is bigger than the power of channels such as Shenzhen Satellite TV. Therefore, for the present, the road to micro-network red is the future.
Micro-network red refers to fans not more than tens of thousands or even hundreds. Features: In a specific field, down-to-earth with their own traits (talent / expertise) to attract niche fans, sticky and conversion rate is extremely high, do not make big dreams, Micronet red is the last chance for everyone to start a business!
The micro-network red mode is an intermediate mode between the fan-red mode of the fan economy and the common product-based e-commerce mode, that is, the ordinary person recommends the product that he personally likes to the user. For most entrepreneurs, or the micro-network red private service e-commerce model is suitable for most people, the network red model is absolutely not suitable for 99% of people.
This micro-network red model has quietly emerged and will become a trend: I found out yesterday that there are two members of the electric shock club who use the micro-network red thinking to do e-commerce: a member's wife is doing bird's nest, a member's girlfriend is making tea. They all push their own half of the personal way to do e-commerce. This micro-network red is the biggest market in the future: because a certain person knows a certain product, believes in her, buys her product, tens of thousands of fans is enough (and net red does not have millions of fans can not become net red).
The specific form of micro-network red is: familiar with a certain product, through the micro-network red three platforms: microblogging WeChat and beauty video to accumulate fans, accumulate tens of thousands to hundreds of thousands of vertical precision fans, one person sells millions of products every year One person earns hundreds of thousands every year; they do not have packaging planning, p pictures, texts, photos, accumulated fans, selling goods, customer service, etc. are all done by themselves. Therefore, a micro-network red training college training is needed, and they are embarking on the micro-network red route.
There are three steps in how traditional enterprises can do micro-network red: the first step: find the person who can do the micro-network red potential, locate, familiar with the company's products, and cooperate with the supply chain (company beauty employees, external potential women) Step 2: Network Red Business School training, packaging, new media (microblogging, short video) spread; The third step: according to the network red way of selling goods.
The three steps of traditional high-fidelity fans: The first step: find a fan-savvy person. The second step, the traditional enterprise must do everything possible to turn online and offline user customers into fans and pour into private micro-signals; (QR code, leaflet, store, Weibo, etc.) The third step, fan operation.
The traditional business owner can first accumulate two private numbers of 5,000 people, and only recruit a little girl to operate, and directly do micro-commercial sales; from the point of view of fan operations, there is an official microblogging accumulation of brand fans, a few Ten to hundreds of company-controlled private micro-signals (each 5,000 people) that have 2 officials (official and official) are enough, and all other public numbers, apps, etc. can be abandoned. That is to say, the carrier of the traditional enterprise carrying the fans is the two, and all others give up.
In fact, there are a large number of micro-network red entrepreneurs, do not rely on any platform, WeChat micro-blog qq space micro-shop video and other drainage, Taobao is only a transaction tool. 100% of her users are their own, not related to Taobao Weibo WeChat (just tools). Such a micro-network red e-commerce is the healthiest e-commerce model.
After determining the idea, it is the problem of pulling fans. The traditional enterprise pull fans mainly have the following 7 channels: 
The biggest skill of Weibo plus WeChat powder is to add QQ. If you don't do this, it is very easy to be downgraded. Adding QR code on Weibo will be blocked. The fifth is the agent team that compiles the micro-business. The sixth is to add powder through the micro-grid. This is a very efficient way, video plus powder is a super gust. It is most efficient to use video to give private fans, and the best beauty is the best. The video says that the way private micro-signals are difficult to identify. The micro-network red plus powder outlet may only be 3 months.
My self-media is to use the short video method to do micro-network red, mainly using red envelope + beauty + content three-axe to do. Red envelope: a red envelope of 1,000 yuan a day, more than 300,000 a year; beauty strategy: to attract people with beauty, may do some more vulgar things, such as guessing the number of girls around to get the red envelope. The third is the content. At present, this is still quite general, because pure entertainment does not meet my personal character. It turned out to be a two-month trial and error time, but I just sat down in just three weeks. Now there are two sponsors who want to sponsor this form.
Finally, sum up the strategy of traditional enterprises to do e-commerce and micro-e-commerce: the strategies and ideas of traditional enterprises to do e-commerce and micro-e-commerce, summed up the four words "channels and fans": 1, first use channel thinking ( Don't believe that the radical masters say that the channel has fallen. Where can I sell the goods? Where is the place to go, this is the basis of survival, the basic work of doing e-commerce; 2. Do it with fan thinking: fans are the future, but Selling goods is not easy, it is not easy to do, because it is necessary to lay out the future, and fans should be 100% controlled in their own hands (the channel is ultimately controlled by the platform); one based on the present, one layout in the future, think about these two Key words, the strategy and ideas of e-commerce are all solved, no matter what his e-commerce situation is changing. (The person in charge of the electric shock company, the editor of the electric shock newspaper, Luo Jianfeng finishing)