[Direct Report Network Beijing October 22] (Love Direct) Recently, I met several industry people and also visited some direct selling companies. The intuitive feeling is that everyone is discussing the same topic. The protagonist of the topic is “Wei Shang” .

 

This made me have a strong interest in Weishang. Later, I met with the presidents of several micro-business companies to try to explore the development opportunities and values ​​behind Weishang, and how to integrate them into the straight enterprises to detain. Excellent, change, upgrade and integrate in this slogan, thus becoming the main force in the development of the new retail era.

 

The development of the mobile Internet has driven consumption, thus creating a new industry - "micro-business". This is a new thing that has never been seen before. According to iResearch's “2017 China Micro-Industry Research Report”: In 2016, the transaction volume of China's micro-industry industry reached 328.77 billion yuan. According to statistics, at the end of 2016, The market size of the direct selling industry is 206.98 billion yuan. This comparison not only makes the entire business community stunned, but also makes direct sellers embarrassed. We are not only surprised by the fact that such a large-scale carrier, Wei Shang, has only sprouted since 2013, and the direct selling industry has developed for nearly 30 years.

 

The stage of any new thing's growth has always been accompanied by negative, as well as micro-business. Many problems such as "counterfeit goods" and "suspected pyramid schemes" came one after another. Therefore, the voice of direct sales and micro-business integration was issued. However, can it be improved without change or integration? On the contrary, change and integration cannot bring more possibilities to the two industries? According to the laws of commercial development in the past, “taking its essence and going to its dregs” Disadvantages, this is in line with the law of objective development.

 

From germination to 

 

Weishang started in 2012, using social software as a medium to quickly occupy the industry market in the form of a blowout. In 2015, relevant authoritative reports made estimates that the mobile shopping market will maintain a compound growth rate of 48% in three years, until the end of 2018. The market size can reach 4,503.97 billion yuan, accounting for 62% of online shopping. By then, mobile shopping will become the main force in online shopping. And micro-business deserved to become one of the main forms of mobile e-commerce.

 

According to the “2017 China Micro-Business Industry Development Report”, in 2017, the number of employees in China's micro-business sector will exceed 20 million, and the number of employees will further accelerate. With the gradual improvement of the recognition and recognition of micro-business in social groups, as well as the rapid growth of micro-business scale and brand influence, more and more people are participating in the micro-business team. Some studies believe that the accelerated growth of the number of micro-business practitioners has just started. In 2017, the number of micro-business practitioners was 20.188 million, with a growth rate of 31.5%. Participants in the micro-industry will gradually cover every area of ​​social networking.

 

In terms of the characteristics of the crowd, the mobile Internet gene of Weishang has made the consumption habits and ways of thinking of this batch of “network aborigines” after 90s and 00s. It can be said that a mobile phone starts a micro-business. Weishang also relies on the network for marketing and training, which is very attractive for the younger generation. In addition, another major feature of Weishang is the low barrier to entry, which is in line with the needs of grassroots entrepreneurship. Compared with the traditional "Internet +", the "social" gene carried by the micro-business model makes the marketing channels such as micro-business and micro-shop become the focus of attention in various industries. From the current market point of view, micro-business is of course a new era. The best choice for self-employment.

 

On June 19 this year, the third trial of the E-Commerce Law (Draft) proposed to include Weishang in the scope of the operator, which means that Weishang will be legalized and will be protected by law. In the process of gradual development, the category of Weishang has gradually expanded from the first beauty, and it is roughly divided into several categories such as maternal and child, clothing, health and food. In the next few years after legalization, Weishang will usher in a greater development momentum, and this will become the moment of crisis in various industries.

Straight to keep the company into a "micro"

 

At a time when market share is increasing, Weishang is also threatening all walks of life with its own uniqueness, as is the direct selling industry. In addition to the threat that the micro-business brings to the industry, the direct selling industry itself is in a period of transformation and upgrading, especially the growth of the performance of large-scale direct selling companies, the pressure on the new brand-name enterprises to start, the structural imbalance of the industry, the loss of dealers. The high rate, single product and lagging marketing, weak business model and other factors have put forward new requirements for the development of the industry. Under the double-pronged internal and external problems, the direct selling industry is facing many challenges.

 

Therefore, direct selling companies are seeking to “change” and frequently use the “Internet +” transformation to exert greater efforts to promote the rapid development of online enterprises. As the leader of the Internet era, the commercial value that Weishang can bring is seen by many direct selling companies.

 

Not long ago, at the global new product launch conference of Kangmei era sleep beast, Zhu Qinghua, general manager of Kangmei Times, delivered a keynote speech on "New Thinking, New Market and New Direct Marketing". The speech mentioned the strategic innovation behind the release of new products of sleep beasts: explosive strategy, young Strategy, and a new direct sales strategy driven by store-driven traffic.

 

The so-called explosive products are to make the efficacy and safety of a product to the utmost; the direct sales of young products means that the development of direct selling business should be carried out according to the needs and methods of young people; with the help of the Internet and big data, the store It can also become a huge traffic platform. Its experiential and service functions can help more people to start a business faster and better, thus accelerating the entry of traffic and product transactions.

 

Coincidentally, Li Ming, president of Ningxia Natural Biology, also said that the current direct sales need to be innovative, and the righteousness can be developed! The ever-changing Internet era, e-commerce, micro-business, social new retail and other new commercial species, let people see the composite model fast growing. The three factors of industry growth rate, growth rate and growth space have always been the three main themes of development. There is a set of data showing that in the case of micro-business, in 2008, 80 billion, 2015, 200 billion, 2016, more than 300 billion, The average annual growth rate is as high as 70% or more. It is well known that micro-business also adopts the principle of multiplying direct sales, but the biggest difference between micro-business and direct sales is the difference between the business group and the drainage method. Now Ningxia Natural Biotechnology Co., Ltd. has introduced the micro-business drainage method, from microblogging, WeChat, Baidu Pa-screen, Baidu Post Bar and other ways to attract entry-level members, to send traffic to consumers.

 

In addition, Ning Shuisheng, chairman of Jiuji, also said that he should understand the direct sales without deviating from the essence of direct sales, and innovate the model setting, not simply to understand the eyeball economy. If micro-marketing and mobile terminal technology are applied, direct sales can be made more convenient and faster, and the benefits can be improved. The Internet era is inseparable from e-commerce and e-commerce platforms. The direct sales section can incite the traditional e-commerce sector, and can reorganize and integrate the pure traditional industries with innovation and industrialization. The three sectors promote each other to promote a huge The viscous organism, Jiuji is also actively seeking such a development path, so that Jiuji people can obtain stable, multi-channel income, so that the direct selling resources can be fully exploited and utilized, so that the direct selling resources have a multiplier effect.

 

The conclusions of the survey and research are: the development of the business philosophy of Rongwei has become an indisputable industry's potential cognition. Many industry giants have tested the micro-business and started to integrate the micro-business elements in operation and management to drive the industry to upgrade.

 

Strong and strong Internet has "melt" is big

 

According to the "2017~2022 China Micro-industry Operation Situation and Future Prospects Forecast Report" released by Zhiyan Consulting, at present, the micro-business industry is currently in a period of rapid development, reaching 683.58 billion yuan in 2017, which is an Xiaohao’s figures, sticking to the direct sales circle and watching direct sales, can only make the industry crisis.

 

When it comes to integration, I have to mention the similarity between micro-business and direct sales. After reading compatibility, I can meet development.

 

First of all, direct sales and micro-business are the same roots, there are many common characteristics, whether it is display form, training content or team operation are similar. Direct marketing companies have more offline training, members have higher stickiness, and the training forms on the micro-business line are more diverse and the atmosphere is positive. Both have advantages that make integration more basic.

 

Secondly, in terms of drainage, micro-business is better than direct sales. It belongs to omni-channel marketing. Whether it is Weibo, WeChat, social network, offline push, etc., it can attract more fans to the brand and achieve the goal of increasing staff. Direct sales are relatively narrow, only limited to the list, it seems more limited, which invisibly gives direct sales to the pedals of micro-business learning, ready for integration.

 

Thirdly, direct sales and micro-businesses are looking at each other's contacts and model highlights. Both hope to gain potential users by expanding their popularity and influence, and value the charm of multiplication. Among them, the advantage of direct selling companies lies in their strength, high brand awareness, timely and timely training, strong blood relationship among members, and strong consumer structure. The advantage of micro-business is that it has high social acceptance, low cost and high cost performance. The suction power is endless and the increase is quick. Although the strength and volume of a single micro-business brand is not as good as direct sales, it is strong in independent survival characteristics and rapid development. The mode of “direct sales + big data + supply chain” will be the trend of the times. In this direction, the micro-business model will also become the entry point and breakthrough point for the current stage of direct enterprises.

Trends are developed, complementary definitions are conserved

 

The most important prerequisite for the involvement of the micro-business model is the increase in the degree of specialization of direct selling companies. For example, consumer demand, product development positioning, differences in sales methods between direct sellers and micro-businesses. The integration of direct sales and micro-business is developing a new economic development model with unlimited potential.

 

First, direct selling companies can introduce micro-business professionals, and then package new products, combined with their original systems and models to simultaneously give their social e-commerce attributes, forming a point-to-point breakout communication, thereby driving sales. In addition, because the micro-business audience is relatively young, it can also indirectly affect the Internet development thinking of middle-aged direct-sellers. It can be described as two-fold and expand market share.

 

Second, to create explosive products, link mobile Internet network red, with its own fan resources to drive consumption, timely feedback. Focus on product quality and reward models, and break through the inherent marketing methods in a trendy way.

 

Third, to build a mobile Internet platform, launch two channels of “cloud purchase” and “micro-purchase”, adopt the mobile shopping + entrepreneurial platform model, and propose the entrepreneurial concept of “experience is shopping, sharing is profit”, breaking the traditional agent. The layer and the micro-quote mode of the goods.

 

Take advantage of the micro-business to make up for the lack of direct sales and promote the development of direct sales online. However, the integration of direct sales and micro-business must be based on the micro-business as the Internet tool, mainly responsible for the drainage and sharing links, and must not be regarded as a new value system to replace direct sales.

 

Maintain the "mobile Internet +" thinking, use technology and convenience to achieve enterprise transformation and upgrading. Although the marketing model is constantly changing and innovating, the essence of direct sales is always the same, so that we can more effectively use the strengths of both, increase the possibility of development, and maximize the value.

 

Iterative update and cross-border integration is an opportunity for the rapid development of the business to give the business a strong growth. It is also a process of oxygen absorption, refinement, and strong integration. The development of Dacheng must first think about it. The direct development has experienced too many bumps in the past 30 years. , has an extraordinary experience, and as a latecomer, Wei Shang is still experienced in the experience, its business value still needs time to verify. In any case, for the two, the future space is unlimited, how to get the best of each other to ruin, the integration of development as the primary creed, but also the entire direct selling industry practitioners to meditate, as the famous German thinker Goethe said: continuous innovation It will be full of youthful vitality; otherwise, it may become rigid.

 

About the Author:

 

Li Fenfen, deputy general manager of Beijing Haichou Culture Media Co., graduated from Journalism Management School of Communication University of China, and graduated from Shanghai Jiaotong University International Commercial Retail Management EMBA. Has many years of experience in direct marketing industry management, has served as executive director of direct sales Spring Festival Evening; planning a number of large-scale communication projects (including a week of talks in Yuanjiang, direct marketing professional network New Year highlights, China direct sales industry forum spread, etc.), and the first direct sales industry The video program is "very informative." Years of practical experience, interviewed and interviewed hundreds of corporate chairman and direct sales leader.

 

Previously, he worked for Fashion Media Group and Hejun Consulting, and held various management positions such as brand management experts, retail expert consultants, and project supervision management consultants. He has rich qualifications in brand building, management and marketing communication. With many years of work contact with consumers and business managers, the company has more precise understanding of the "SPA" model's thinking mode of "moving business operations with market demand", and has introduced "consumer demand-oriented" consulting services for corporate consultants. Highly recognized.