In the past, micro-business only referred to the e-commerce in the circle of friends, but now the WeChat business refers to micro-business, which extends to micro-stores, Weibo e-commerce, mobile e-commerce and so on. At present, the concept of WeChat business is constantly expanding, including WeChat business (especially friends circle e-commerce)+WeChat e-commerce (micro-store)+Weibo e-commerce (micro-sale)+mobile APP e-commerce+Ali Amoy store. All small and beautiful, people-centered and social community-based mobile e-commerce are called micro-e-commerce. After Weibo e-commerce also set foot in micro-e-commerce, WeChat business no longer only refers to micro-e-commerce in friends circle.
1. Under the new background and form of WeChat business, how should we do a good job in WeChat business?
1. Return to the business model of WeChat, which is people-oriented, small and beautiful, and rationally abandon profiteering.
Huge profits are not the future of WeChat business model: there are more WeChat business brands released now, and there are no stars and successful brainwashing. Only the system, goods 100% to the final consumer. Since WeChat business is the beginning, only small and beautiful is the future of WeChat business.
2. WeChat commercial products return to health.
Today's WeChat business is exactly the same as Taobao in the development period, from miscellaneous brands to regular products to international brands. Now WeChat business is also a place where traditional enterprises enter, such as cosmetics (such as Han Shu, Hanhou, Polaiya, Yaqian, Wuyang, etc. ), health products, health yuan, Wang Lao Ji, red heart K and so on. Next: L 'Oré al Paris and Estee Lauder will enter, and the products of WeChat business will get better and better.
3. Models return to health
In the past, there was only one layer-by-layer distribution mode for WeChat business, namely, China-Sibu and Kanshu mode. Now we "return" to the "healthy" mode of letting a hundred flowers blossom: a brand-new WeChat business model.
In the past, 80% of goods were sold in WeChat business, and 20% went to end consumers. At present, the WeChat business of many traditional enterprises is 50% goods, and 50% goods are given to end consumers, which will eventually return to the most formal and normal proportion of goods, that is, 20% goods are given to end consumers.
4. Operation means recovering health.
In the past, the operating mode of WeChat business was "profiteering+fake running water+brainwashing in class", but now it is not working. Now everyone is advocating sharing social information, gaining social trust, being a man first, and then selling goods.
5. Marketing returns to health.
In the past, the WeChat business of press conference+star+success study was no longer popular; The new WeChat business has become: good products+multi-channels+professional training. In fact, as long as WeChat merchants "sell goods to consumers", many problems can be solved. As long as the WeChat business follows this idea, the media will not "black" the WeChat business and question it. At present, the biggest source of problems in WeChat business: only recruiting agents, not selling goods.
Returning to common sense, rationality and health is the key to WeChat's new business.
Second, 20 modes of WeChat service
1, the WeChat business model of layer-by-layer distribution
The layer-by-layer distribution model is a WeChat business model initiated by Sibu and followed by the traditional enterprise Hanshu. At present, 80% of micro-businesses are adopting this WeChat business model. It is characterized by three-tier and multi-level commodity distribution, and the WeChat business model is mainly to find agents and supplemented by selling goods. This model can't be defined as pyramid selling, but adopts the marketing method of pyramid selling, which has many shortcomings such as the goods can't reach the terminal and fool the bottom white agent.
2. The business model of 2.MLM WeChat.
A subdivision model, represented by a V and Fingertips, is characterized by pulling people's heads. The former has been recognized as pyramid selling by the website of the State Administration for Industry and Commerce, and the latter has been exposed by CCTV news in the form of micro-business pyramid selling. In China's WeChat business sector, there are dozens of such pure pyramid schemes. After these dozens were investigated, the entire WeChat business industry was formal and clean.
3. WeChat business model of primary distribution.
The WeChat business model of first-class distribution is that the brand only finds a first-class agent and then sells the goods to the end consumers. In Du Zijian, wine is the representative. This is a very healthy WeChat business model.
For example, if 10,000 agents are recruited, the agents are not allowed to recruit the next level agents, but only allowed to sell to the end consumers.
4. Taobao Store changed to WeChat business model.
The data of Taobao store is imported into the WeChat business model of WeChat service and sales.
5. Call Center WeChat Business Model
Baidu bidding e-commerce models such as Green Skinny and Porcelain Muscle were applied to WeChat, and all the original call center telephone personnel used WeChat to communicate. This is also one of the mainstream WeChat business models followed by many traditional enterprises.
6. WeChat business model with direct sales license.
At present, Amway, Ningbo Sansheng (the ninth license in China) and Kang, three offline distributors with direct sales licenses, have entered the WeChat business. The latest news is that Tang Chuan of Xiamen University, a health care product tycoon of Alitang, also attacked the WeChat business with a direct selling license.
7. The traditional distribution mode extends on WeChat.
It is an extension of the traditional distributor model in WeChat business to manage the traditional distributor model such as national agent, provincial agent and regional agent with WeChat.
8. Agricultural products WeChat business model.
At present, the most popular micro-commodity, small and beautiful, is mostly sold directly to individuals, and the government will strongly support it. For example, Miss Wang, our laughing friend in the WeChat business. They all sell goods in real terms, do not engage in layer-by-layer distribution, and contribute to agriculture. They are the positive energy of WeChat business.
9. WeChat business model of fan community
K girl, crazy honey, bug date, sauce party, marshmallow party, etc. , organize a group of like-minded WeChat community people, and then provide accurate quality product models.
10, WeChat business online to offline.
Gather WeChat business personnel on WeChat, and finally guide them to offline stores for consumption. For example, a cosmetics brand in Guangzhou used WeChat to penetrate 30,000 high-end hair salons online and offline.
1 1, wechat service CPS mode
This model is actually the application of webmaster CPS and taobao guest on WeChat, that is, helping to sell goods on WeChat and selling the WeChat business model with commission.
12, using the WeChat business model of promoters.
For example, a cosmetics supply chain company in Shenzhen has a promotion of 654.38 million+nationwide, and the company uses this promotion of 654.38 million+to do WeChat business.
13, using the WeChat business model of leisure dealers.
A health care product company in Wuhan mobilized all its offline distributors to make transactions on WeChat.
14, using the consumer's WeChat business model.
The first founder of a Tmall cosmetics store in Hangzhou turned all users into agents, who were both consumers and agents in the WeChat business.
15, WeChat business model for TV shopping
? Due to the strict supervision of TV online shopping, it is basically difficult to do so. Most TV shopping companies copy the operation mode of TV shopping to WeChat.
16, Life Service WeChat Business Model
Many offline activities and services, such as massage, beauty, etc., attract customers through WeChat, and offline consumption extends to WeChat business that sells services instead of goods.
17, WeChat B2C mode
In particular, it refers to the official WeChat "shopping" entrance project operated by JD.COM.
18, third-party micro-store mode
Including pat shops, micro-leagues and praised WeChat shops, micro-shops and micro-shops invested by Tencent for pocket shopping.
19, WeChat business platform mode
At present, hundreds of large traditional enterprises have entered the WeChat business and need a WeChat business platform to serve them. There will be many such large-scale WeChat business service platforms this year.
20. Other WeChat commercial service organizations.
Such as WeChat business training, WeChat business intermediary, WeChat business media, etc.
Third, the current e-commerce types of WeChat ecosystem
1, wechat B2C: JD.COM. COM's first-class shopping portal of WeChat, this time it is still the authentic WeChat B2C, the WeChat e-commerce officially supported by Tencent WeChat.
2. Micro-store: the word micro-store was taken by JD.COM WeChat portal as the "micro-store" to open the secondary shopping channel, and became the official micro-store: micro-store includes JD.COM micro-store, pat micro-store and official WeChat store; In addition, the store opened by Tencent's pocket shopping is also called micro-store.
3. WeChat business: WeChat friends circle e-commerce
4. WeChat official account store; That is, a shop opened on the basis of WeChat official account (service number).
5. Wechat third-party service stores: Wechat stores developed by third-party WeChat service providers such as Wei Meng and Pocket Phone.
6. WeChat O2O: WeChat e-commerce with physical stores and micro-purchase of Tencent.
7. WeChat life service e-commerce: Tencent Wechat business, Gao Peng of micro-group purchase, public comments also belong to WeChat life service e-commerce, as well as movie tickets for eating, drinking, taking a taxi and so on.