2015-08-31 16:45
Micro business has been bad? There is no medicine or bad will come back?
CNDSN August 31st] (Ai Ruiwang) micro channel formally launched the official website of the circle of friends of the circle of friends, advertising, to vote for a friend to the main entrance of the ad. Any advertisers, as long as the intention to be able to use this channel to contact the official micro channel.
Different from previous circle of friends, the new line of friends circle advertising reduces the threshold, there is a bit of a program to buy the meaning of advertising, advertisers and micro channel reached a preliminary cooperation intention, the follow-up can be gradually connected to the process, such an open mode, so advertisers have more options and possible.
The validity of the user's experience is not to be effective to circumvent the validity of the ads for 7 days, 6 days, a single user within 48 hours will be received from a friend, if you interact with each other, if the user chooses to shield it, or simply do not touch it, if the user with the circle of friends circle of friends circle of friends. The odds are raised to 95%.
The circle of friends on advertising, micro channel official statement is given to allow businesses to use micro channel 600000000 users of the business to achieve greater promotional products, but also to solve the problem of brush advertising to users. Plainly, this is WeChat to have a genuine and sincere desire to pull a circle of friends who are on the verge of death derivative.
Problem is that even official micro channel so hard, circle of friends who have "sucks" derivative can stage a comeback?? The advertising circle of friends, they won't refresh it? Users can change the attitude of the micro business?
In the past two years derivative in the circle of friends experienced breathtaking growth of barbaric, talked about the micro business, people will think of "explosive growth" "wealth myth", will think of the "poison" Mask "affinity" and "fake", this is barbaric growth, mixed. Beginning in May of this year, micro business situation worsened, circle of friends by turnover of single channel sales all of a sudden failure, almost all of the micro providers meet the decline in performance, some small brands have been the first out, agents running things. Even the micro business giant, in 2014 in the circle of friends to achieve more than 1000000000 of the turnover of the think port group also had to admit that May sales fell by 30%, think port had to go to the next line, open up the line experience shop.
I have always thought that as the development of the micro business in the past two years, the micro business is to die sooner or later, it is the development of a pathological development, filled with a lot of false bubble. Those who are in the bubble will only get bigger and bigger. Only when the bubble is broken, they realize that they are in a bubble. Unfortunately, the hand of the squeeze is faster and more strength than the imagination.
It is very interesting, while micro bubble in a rapid burst, on the other side many traditional enterprises still to micro business Riza heap they wouldnt be courting death??
I don't think, and. That's the micro bubble burst, doomed to do business, and micro enterprises do not have a death wish, you must think of putting crazy. You go down, and I'm going to say it.
To prove that putting not crazy, we should first make clear now derivative why it bubble why burst so fast? Note, I'm not saying that the bubble is not broken is good, the bubble is the bubble, sooner or later will be broken.
The vast majority of micro business died in these three issues: fake, Shuabing, layers of agents. These three questions are actually very clear, no need to talk, respectively, with a word to sum.
Fake is not to say that the circle of friends is fake, but certainly there are many fakes, because nobody tube, selling fake there must be people buy fakes, you want to let people buy fake also on derivative buchibuqi, you when the buyer is sb? Said this, plus a sentence, Taobao has just come out, it was also accused of selling fake, but later?
Scraper: everything must be in moderation, when you open the micro channel, 10 pieces of information have 8 is a micro business advertisement, do not know you vomit not, anyway, I can spit. The result is that a good friend start scraper is from my world disappear.
Layers of agents: the goods are pressed in the hands of all levels of agents, the money is to earn a lower level of money, such a micro business is not pyramid schemes, you tease me?
Experienced a climax, ushered in the trough, we should be calm down to think, micro business, in the end is what?
I believe that the essence of the business and the traditional electricity suppliers are different, micro business use social tools for rapid spread, and its relationship is the relationship between people and people, rather than the relationship between people and the shop, the consumer first is based on the people's trust and affection, followed by goods, so any shopping decisions are more emotional. Based on people's emotional shopping decision in line with the trend of social marketing, according to this logic, the essence of the micro business is good, the problem is that good things are screwed up.
Although the micro business now is rotten, but I think, this is a good thing, the more chaotic, the more rotten more is good. The derivative of the existing mode of There's no making without breaking., more is to give more rotten social marketing new pattern of greater opportunity.
So what's the problem? Will it be all right? We come to the push, the new micro business model if it can solve the above 3 problems, it is likely to be a good model, a good way.
At present, there are two ways to change the pattern of micro business, one is the integrated micro business platform, one is the enterprise class mobile distribution tool.
What is the integrated micro business platform? In essence, is a friend of the circle of Taobao, the main solution is the problem of micro business credit, attract micro business settled, unified management and control, to control the quality of the control, the level of the management and control of the micro business credit endorsement, in order to protect the interests of consumers. Taobao has put this model to achieve the ultimate, micro business platform as long as the copy will be copy sth. without catching its spirit, make a big appearance. Now want to engage in micro business platform has a lot of, praise, MSI, micro shop, is the path, they have reached the goods, supply, let white user directly do consignment.
Compared with the individual micro business, but would like to change micro business status in the group is newly incoming enterprises, their micro business as a new marketing channel, but if according to the current situation of walking, the consequences only dead end. The more accurate description of the business micro business should be the enterprise mobile distribution, the advantage is that the quality of goods is guaranteed, and can effectively control the level of the agency, while not looking at the face of the platform. Some time ago, Han Shu gang and MSI "decorum" suspension of cooperation, Han beam micro business CEO Chen Yuxin announced, Han beam will push themselves micro business platform is affected by platform constraints.
Companies have been involved in micro business, business level of micro business tools naturally have the market, through these tools, companies do not have to go to the micro business platform, itself can become a micro business platform. Do B To micro business tool has a business to send micro distribution, KM network to sell, although it is for business users, but the focus is different. Differential pin is to allow enterprises to become suppliers of suppliers, readily sell to help companies expand into distribution channels, so that employees a key to sell products.
Speaking of which, you should can understand why before I categorically said now do micro business enterprises did not give a fuck. Because of the new mode to make them less detours, bypassing the current micro business are facing problems.
Someone asked, fake, Shuabing, agent, micro business three big problems, said a lot, you didn't mention shuabing. Yes, even with the advertising circle of friends, not everyone have the conditions, also cannot fundamentally stop some derivative free "bombing" circle of friends, this thing even Tencent are unable to manage, putting too incompetent, can only look forward to these people's IQ can be in unit time rapidly increased to an average.
Wen Erye: he served a number of professional media organizations, senior media people. The heart of the electricity supplier industry, focus on the development of the electricity supplier. 3
(original title: micro business has been bad? There is no medicine or bad extremely will reverse)?
Editor: small Shen
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