2017-05-12 14:23
Micro business faces to build brand value for Neiwaijianxiu domestic trouble and foreign invasion
[direct reporting network Beijing on May 12th news] (author Zhang Qi) since 2015 December, micro business appeared in the two wave of reform, the first major reshuffle in micro brands (establish industry oligopoly), the second wave of the traditional big brands to enter the micro business (embrace mobile providers), may not say micro business has now go to a business critical point, the overall performance of all the way down the line, to start the call ring for the purpose, as a means of training, recruit agents for business models (cooked economy) into the whole society known. Today, micro business is facing how to deal with domestic trouble and foreign invasion?
inner worries
Model and quality problems emerge one after another
Taking the "Crazy" micro growth, including various problems, in addition to the common quality problems of products, business is hot, it may be false, transaction records, transfer records are available through the "WeChat dialogue generator" and "Alipay transfer screenshot" free software made out. Micro business in this kind of scraper type propaganda circle of friends, most is "false" to describe the effect, the product features exaggerated like propaganda.
The recent micro business constantly broke its credibility crash event, micro business circle of friends to buy the product after paying a deposit is "black", 800 yuan to buy an empty box, derivative the wrong goods has not returned, fake a compensable ten is selling fakes, micro business to sell counterfeit rich news one after a present, reputation greatly affected the micro business, some buyers said not dare to believe its commitment to its products, more worried. How can a businessman do so easily? How can one easily believe its reliability?
At the same time, a long time derivative left "does not have" the operator "qualification" impression, because the trust between acquaintances of shopping behavior, once a dispute, it is easy to fall into origin of rootless, rights have no embarrassment. Team management has always been a problem derivative, encountered the biggest problem is the "two high turnover rate, low survival rate, a lot of micro business before did not take the team, the lack of management experience, so there are a lot of problems. In fact, many micro business team is ultimately destroyed in the management of out of control, team enthusiasm is not high, the degree of coordination is not tacit understanding.
Some senior people pointed out that, in fact, some micro business model and MLM have similar places, such as the first to pay dues or buy goods to become members, the need to develop junior members. And MLM is different, "micro quotient" cleverly circumvent the legal risks, basically playing edge ball, walking in the gray area of the law.
Foreign aggression
The media at micro companies suspected of MLM
Micro business prosperity is mainly due to the development of WeChat, reducing the various marketing costs, making social electricity providers become a possibility. More and more people believe that doing business in a circle is the cheapest way to get rich. However, behind the rise of prosperity, there are problems difficult to cover up. "Fake blood, ingredients fraud, huge profits amazing", this is the first time through CCTV field unannounced visits to the results of the investigation of micro mask production to the public in the form of video. For a time the industry buzz a Public opinion is seething with indignation.. It can be said that CCTV exposure is the biggest confidence crisis since the development of micro business.
This is not, after a lapse of one month after CCTV again on the derivative of suspected pyramid heavy fire. No matter whether CCTV's definition of "micro business MLM" is correct, but at least to the current cosmetics micro dealer poured cold water. In addition to face pressure from public opinion, individual micro business is also facing competition pressure from a number of large electricity suppliers. This is the first overseas purchasing type micro dealer. This year, Jingdong and Tmall continue to expand overseas, sea Amoy business development in full swing, so that some purchasing type micro operators feel that business prospects are bleak.
If the pressure of public opinion on those illegal micro business, large business external competitive pressure on purchasing groups, then WeChat's own "regular army" to the individual's living space to form a comprehensive micro extrusion. Last year, Jingdong access WeChat, followed by Jingdong shopping WeChat Jingdong all proprietary and POP (platform open plan) businesses open. Pat micro shop online, it incorporated many individual micro business circle of friends, the formation of the regular army".
Has received a well-known micro brand agent authorized Ms. Mao has stopped updating the circle of friends. She reluctantly said that in the circle of friends to sell the mask of micro business model has not sustainable, many friends have shielded her, and even private chat are worried that she will sell mask. "Even if I send some skin care knowledge or spiritual chicken soup, no reply, can not recruit agents, can not sell products, inventory of the mask can only send people."."
Rebranding
Good faith management is the rule of the rise of micro business
Micro business after 5 years of development this year is a crucial year, but also the transformation of the year, because the flow line is exhausted, and the line can be unlimited promotion campaign, powder, drainage, only line combined with the development of online traffic is the future trend. Follow the tide of micro channel layout, business, business, under a situation of tripartite confrontation. Extending the tentacles to the underlying entities seems to change the limitations of a single channel, better integrate into consumption and meet the needs of consumer experience. In fact, this is in the retail transformation of the wave, micro business has gradually become normative and rational development of the beginning, but the micro business brand entry model is not very clear.
At the beginning of January 2017, micro business law draft released, the first sign of derivative industry regulations will be born. At the same time, Alibaba, NetEase and other traditional business enterprise to compete in the koala micro business, online operation and management experience to the field of micro electricity supplier in the field of mature business; millet brand enterprises also test the water micro business, construction of social distribution channels. With the future of the electricity supplier, more involved in the brand, micro industry product quality will be better protected, the malicious spam marketing will also be standardized. Based on acquaintance business realization will be re built on the basis of "true trust", the micro business industry will gradually move towards standardization and branding, to achieve micro business upgrading.
2017 the small and medium-sized entrepreneurs' day and China credit derivative Hasang demonstration units to create propulsion conference held in Beijing in April 22nd. Jointly organized by the association of small and medium sized commercial enterprises in Shenzhen, China point World Network Limited company, aims to set up micro credit business benchmarking, focusing on "good faith", continue to force, stimulate and unleash the entrepreneurial innovation activities, continue to enhance the awareness of honesty of enterprises, create a favorable environment for the development of honesty, promote the coordinated economic and social progress. To the national micro business practitioners issued "micro business integrity self-discipline declaration", called on the national micro business practitioners integrity management, starting from me.
|