Micro-e-commerce refers to people who use "micro-system" and "micro-marketing" to make money on the Internet.

Microsystems are generally Internet marketing and trading systems that directly or indirectly sell products. They are composed of qq, Weibo, WeChat, Momo, social software with a large number of users, post bars, forums, news media and other channels, Taobao, Tmall, micro-stores and other websites and platforms. (Haoyu original concept)

Simply speaking, micro-marketing is a kind of propaganda method promoted by means of fan effect, word-of-mouth effect, stories, emotions and events.

Simply put, WeChat business can be divided into the following three categories.

One is what 80% are doing at present. People who get up in the dark every morning and keep adding panda eyes (euphemistically called adding powder, I don't even know what fans are)

Three product pictures, fake screenshots of software delivery, collection, urging and feedback, and friends circle was bombarded by human flesh screens. (It is said that business is booming)

By recruiting downline (euphemistically called agent), we can feed downline with chicken soup and chicken blood, let downline hoard goods (bluffing that there is no motivation to press goods), and let downline develop downline (euphemistically called forming a team).

The downline of downline also develops downline ..... and keeps branching and splitting. Just wear a vest and bring it into the pyramid scheme and Ponzi scheme of WeChat.

This new way of making money is not to sell products to real consumers and carry out terminal retail. Instead, the price is increased layer by layer, and the goods are thrown off the assembly line until the price of the "biggest idiot" (refer to Baidu: crazy tulip, or the law of the biggest idiot) at the bottom is already very high, and there is not much profit, so we can only digest it ourselves. Obviously, the goods are transferred from agent A to agent B and then to agent C's warehouse, which is also called sales volume. On behalf of enterprises, there are xx God Oil, xx God Soap, X Port and so on. ......

Second, I am a general agent or manufacturer, and I have set up a distribution and retail team of thousands or tens of thousands of people. Dealers are responsible for customer service, promotion and delivery. (similar to Taobao distribution), this is a more serious model. Representing many enterprises. For example, the WeChat business is cutting-edge: drunk and called duck.

The third is to provide personal value, form personal charm, gather fans, form a community, and then use microsystems, such as Weibo, WeChat, BBS Post Bar, personal web pages, to sell any products. Usually we call it fan economy. Representative enterprises include Xiaomi mobile phone, Luo Ji thinking, carved beef brisket, dad's orchard and so on. This is the ultimate model.

Each mode has its own operation method, and each mode makes money when it is done, provided that you are also very awesome.

What if it's not awesome?

Give two suggestions. 1: Learn to be awesome. 2. Choose a mode with low starting point, simple operation and large space.

At first glance, the first mode may be simpler, but in fact the third mode is better. First, forget your brainwashing ability and your bragging ability for a while. It's just that national policies, media exposure, and the exposure of deceived people have narrowed this road, not to mention thousands of competitors in the same industry, all of whom are white-rich.

Third, you only need to establish your own personality charm, which is your core competitiveness. As long as there are a hundred die-hard fans, it will be enough, not too little. Xiaomi's 60 million fans just split from the original 100 hardcore fans.

A good WeChat business is not the kind of human flesh brushing machine that falls into a vicious circle of adding people → brushing advertisements in friends circle → being blacked out → testing clean people → adding people → brushing the screen.

Wechat, qq and Weibo are just social tools. Making money depends entirely on things other than WeChat. Without a thorough understanding of the business, the skill of making money is always to make great efforts to earn some pocket money. Lack of internal strength is more likely to be possessed, becoming the bottom cannon fodder of human flesh screen machine and pyramid scheme mentioned in the first article.

Now standing on the moon, you will see the whole bright universe, how magnificent it is, and you will find that the earth, which you thought was vast and rich in resources, is so small compared with the whole galaxy or solar system.

Since positioning is the most important first step of WeChat business, let's talk about product positioning first. In other words, what kind of products should you choose to make a profitable WeChat business?

In fact, as long as you have the ability, as long as you are good enough, it doesn't matter what the product positioning is. Any product can make money. Cattle people can make money by selling socks, and they can also make money by selling planes and tanks. This is just like the second generation of rich second generation officials. They don't have to learn how to pick up girls, but they can be grooms every night.

Let's get back to the point. In other words, if there is no strong interpersonal relationship, abundant capital and good background, it will be much easier to make money and the success rate will be much higher if you choose a good product and a good business model.

According to my years of practical experience, a product suitable for our grassroots entrepreneurs must generally have two characteristics.

The first feature is that this product must have a wide audience.

Simply put, the bigger the customer base you sell, the better. These big companies that make money around us, such as Wahaha, Procter & Gamble and Unilever. The toothpaste, washing powder, shampoo, cosmetics and mineral water they sell are basically bought by people of all ages, men, women and children. Is this customer base huge?

Everyone should know that this product with a wide audience is easier to sell. Because anyone can be your client.

There are also some products, such as Indian oil. This audience is very narrow, and it is only suitable for: sexual dysfunction, sexual life, middle and high-end male groups. This audience is getting stronger and stronger. Moreover, this thing is quite special, and it is relatively difficult to develop customers. What about customers who have already developed? It is not easy to make recommendations. Others, such as jade, jadeite and beads, have a narrow audience.

The bigger the audience, the more consumers, the lower the demand for this kind of sales ability, the smaller the sales difficulty and the higher the success rate.

For example, it is much easier to sell steamed bread than hamburgers. It is much easier to sell socks than mink coats.

This is the second feature we will talk about next.

The second feature is that this product must have a high repurchase rate in a short time.

In other words, this product must be reusable, and it is easier to form a second purchase in the short term.

In my opinion, no matter the traditional business or the business in our WeChat business, all products are nothing more than two types: one-hammer trading and daily trading.

For example, those who sell jade and beads are all one-time transactions. After a transaction, it will not or will be difficult to form a second purchase.

Indian divine oil is also a type of one-shot sale. This kind of Indian divine oil, no matter the quality of your product. Your product is ready, and this person with that kind of dysfunction will return to normal after using it once or twice, so there is no need to buy your magic oil.

If the quality of your product is not good, customers have only used it once or twice, and if it doesn't work, they won't buy it from you again.

We know that food, facial mask and other foods and cosmetics, such as mineral water, toothpaste and washing powder mentioned earlier, are gone when customers use them, and they have to buy them again when they want to use them.

And this kind of product has been needed by customers for a long time or even a lifetime. This kind of products belong to the type of day trading.

In retail, if the audience is narrow, it is more difficult to develop customers. If it is a one-time transaction, it is not easy to repeat consumption, and we must constantly develop new customers. All of us who have worked in the retail industry should know how difficult it is to develop a new customer.

For products that can be consumed repeatedly, you will find that the sales cost behind it is almost zero and the sales difficulty is almost zero. The customers you develop only need to maintain relationships, and they will bring you a steady stream of income.

But you have to understand that even if you choose a product that has a wide audience and can be consumed repeatedly. Just make it easier for you to make money.

You are not the only one who sells things with a wide audience. Products that can be reused don't mean that customers have to consume them repeatedly.

So after we learn to choose good products, it is more important to know how to make people come to you for repeated consumption. This brings us to the problem of adding powder, which we have been paying attention to.

Most so-called teachers are like a eunuch who teaches people to have sex. I have never participated in actual combat, and it is more hateful than a liar to harm people by what I fantasize about. You lose money when you meet a liar. Meeting those fake masters not only wastes people's time and poisons people's hearts, but more importantly, makes people miss many good opportunities in vain.

The opportunity cost is the biggest. Others have the financial freedom to buy a house and a car, and the cheated friends are still tirelessly in a vicious circle: hoarding disasters → adding powder → brushing the screen → testing → clearing people → adding powder.

Let's go back to adding powder. I didn't expect this fan to be added. Real fans are attracted. It should be called powder absorption. To attract people, we must first have a strong atmosphere, as all friends who have been in love know. You don't need to go to a beautiful woman every day to say I love you. I want to chase you.

He may not be Gao Fushuai, but he can dress himself neatly and cultivate some special skills, extraordinary talents and superpowers for himself. He can learn to be considerate and take care of others, and make girls feel comfortable and happy when dealing with him. In the face of such boys, I believe there will be many girls' hearts sprouting.

We suck powder just like falling in love. If you want to attract people, you must first create your own attractive conditions. There is a popular saying that when you are in full bloom, butterflies will come.

For example, every time I used to talk nonsense with everyone in the forum or group, many people took the initiative to add me as a friend. Because they know that I can provide these practical experiences of Internet and micro-marketing that they don't understand, maybe just a few small talk can help them improve their performance and increase their income, so they will be willing to take the initiative to add me.

The same is true in business, for example, a person wants to lose weight, but you have a deep understanding of medicine, fitness and some good weight-loss products. A person wants to buy cosmetics, and you have very professional knowledge about skin, maintenance and beauty methods, which can help them spend less money and choose high-quality products or methods that are more suitable for them. They will definitely become friends with you.

So everyone sucks powder to create a personal atmosphere. The most important thing is to find out the needs of customers, and then you can cultivate your ability to meet the needs of customers, such as professional knowledge and product knowledge.

With this ability, of course, you should go to places where people in need gather, such as forums, post bars and other community platforms, to show your ability, strength, credit and character.

Need to remind everyone, don't forget to leave your contact information in an appropriate way, so that people who are interested in you can easily find you. After doing this, you can pass their Friend Request on WeChat or qq.

What needs to be simply added here is customer demand. Knowing the needs of customers is actually equivalent to mastering another super skill. The trick is: how to find your accurate fans.

We all add 5000 people at random for no purpose, which is not necessarily better than having 50 precise powders. In fact, if your product has a good profit, and then it is easy to repeat consumption, there are about 500 precise powders to make you worry about food and clothing.

Therefore, if you learn to analyze customer needs and find accurate powder, you will find that your business is surprisingly easy to do.

One advantage is that my family is also in business. My mother felt good after using shampoo, and then she sold some for me through her contacts. But as far as I am concerned, I only sold three sets of shampoo in the first month. One is my friend, who is also doing WeChat business. She bought a set of shampoo from me, but I also bought her products. One is my colleague, who told me very bluntly that I am in the WeChat business, and the product is shampoo, which has a particularly good effect. You bought it and tried it at home, and then she bought it from me.

Now think about this way of active sales promotion is very bad, unless the relationship is particularly good, otherwise this kind of behavior is to overdraw the trust and friendship between friends, which is not worth the candle. The third one bought from me was an ex-boyfriend I think it's a bit ridiculous to say so, but it's true.

Some people may say that WeChat business should start with strangers, not friends, and we should make money from strangers. But in fact, what I want to tell you is that marketing is interlinked, starting with acquaintances or strangers. Due to space reasons, I will share more detailed methods with you later.

The next month, I just copied and pasted my advertisement in my circle of friends, but I couldn't sell a set of shampoo. My last home was actually very powerful, at least in my opinion at that time. Sister in 1993, the monthly running water is around 300 thousand.

But she didn't teach me any marketing methods, so I asked her at that time. She told me: Sina Weibo must fight, and the best and fastest way to achieve sales is to invite celebrities to advertise.

We can't afford a star, but we can ask an online celebrity to recommend it on her own WeChat, Weibo and blog. If her fans are interested, they will find you and buy from you. That's what she did. At that time, I was very happy and felt that I had mastered the sword on the side.

According to what she said, she began to look for online celebrities on Weibo, and sent private letters to them one by one, asking if he would accept advertising cooperation. But in fact, online celebrities, famous people don't reply to me at all, and very few reply to me, and they are all online celebrities, whose fame is not great, asking for at least 500 yuan, and some still need thousands of advertising fees.

Tell me about my experience in finding online celebrities;

1, too few fans is definitely not good, but too many fans are not necessarily good, mainly depends on: how many live fans and hardcore fans. Now on Taobao, buying 100 fans is less than 100 yuan. Internet celebrities who want to make quick money will buy fans on Taobao. The layman looks at it, wow! Millions of fans are so domineering! In fact, fans really don't look at quantity, but at quality.

2. How many live fans and hardcore fans do you think there are in Celebrity Online? Just look at the comments of the following online celebrities and Weibo. Are there more advertisements in the comments (advertisements mean that fans are WeChat business and colleagues like us), or are fans' replies more sincere? If the vast majority of fans in "Celebrity on the Internet" paid for it, few or no people sent Weibo a reply. You'll never find such an online celebrity!

So I gave up advertising with online celebrities. I began to seriously study how to do it, WeChat business. In addition to reading some dry goods of online cattle people, I began to think and summarize them after I implemented them myself.

How to start WeChat business from acquaintances?

Each of us has our own circle of communication. The novice WeChat business first contacts his family, friends, classmates and colleagues.

Some friends feel embarrassed to make money from their friends. Yes, up to now, my friends will buy from me, but I won't make money from my friends.

If you start with the mentality of making friends' money, your friends will probably buy from you out of embarrassment. But many of them are just one-time transactions, and then they are gone. In this way, the back road was blocked. More often, there are so many people in WeChat business now, and there are too many online hackers in WeChat business. My friend heard that you are in the WeChat business. Fortunately, people who don't know you don't want to buy anything from you. I believe that many novice micro-businesses have this experience.

However, if the products you choose are good enough and have a wide audience, that's exactly what your friends need. You bought the goods at your own expense and shared your experience in the circle of friends. You are a trustworthy person in life. I can assure you that at this stage of your WeChat startup, that is, the initial stage, your friends will not block you. On the contrary, many of them are eager to try your products. The right thing to do at this time is certainly not door-to-door sales.

The correct way is: cost price or make a little money to sell to your friends. In this way, she will be grateful to you when she knows. At this time, you ask her to help you make soft advertisements for your products in her circle of friends or ask him to recommend friends to add you. She will naturally be willing to help you after enjoying your benefits.

There are too many WeChat services now, and free gifts may not be appreciated. She is afraid that you will ruin her image by giving her a mask. I will never try your product. Anyway, I won't use a mask if someone I don't know gives it to me for free, even if it's a friend. I value my face very much, and I believe most people will have the same mentality as me.

Like some partners who have not mastered marketing skills, if the trust between friends has been overdrawn, the road from friends has basically been blocked by themselves. You can only start with strangers. However, by the way, if you have a bad personality, you will definitely not make money doing WeChat business. In the final analysis, WeChat merchants will buy from you based on his trust in you.

If you want to be bigger and stronger, you can't rely on friends alone. You have to develop the stranger market. Many novices don't know the correct marketing method at first, and they are crazy about the screen. Friends have long been numb to your products, and people who are tired of you have long blocked you. It's not easy to start with friends, so we must develop the stranger market. At this time, many novices began to open the crazy plus mode again.

Is micro-marketing really the more people the better?

The answer is definitely not. As Haoyu said: 50 pieces of refined powder is much more valuable than 5000 pieces of zombie fans. If you are not an accurate fan, it is difficult for a good circle of friends to sell combs to monks. What's more, many people who have been added will block you from deleting you and blacking you out when they see that you are a WeChat merchant. You are faster than a rabbit.

I also agree with Haoyu's point of view that fans are attracted by personal atmosphere. For example, I now have 1572 friends. Except for more than 1000 friends, most of my customers have done more than 50% business.

The best way for me to use powder is to share valuable articles and leave my own micro-signal in an appropriate way to attract others to add me. People who come to add me are interested in products, because they already know what I do when they add me. Who will add WeChat business if they are not interested in products, and be screened every day?

Some people may say that my writing is poor and I can't write soft articles. Actually, I'm not good at writing, so how did I do it?

Because I do shampoo, I found many posts about hair care, beauty, skin care and weight loss on the Internet. I integrated the content, made appropriate changes, and shared some of my own experience with you, linking the selling point of the product with the G point of the customer. This will be more attractive. This kind of attraction is basically precision powder.

Most of the products of WeChat business are aimed at female customers. As long as they are girls who love beauty, they will be interested in sharing content about hair care, beauty, skin care and weight loss. As long as your post is attractive enough and the exposure is high enough, there will be a steady stream of fans to join you.

My experience is: micro-marketing, value is king, otherwise it is hooliganism.

Where can I find a soft post? In this internet age, you can collect a lot with your fingers. For example, Tianya and other forums. Worst of all, Baidu keywords how to lose weight, how to care for skin, how to care for hair, and piece together their own posts. If you are too lazy to do this, you can also pay someone to write it for you, but I personally don't recommend it. It is better for us to be diligent in WeChat business.

Wechat business, who makes money, does not work hard and does not make money, as some people advertise. Wechat business has to practice the skills of WeChat business. For example, a vegetable seller can't say I won't shout, and a physical store can't say I won't sell. As a WeChat merchant, you said you couldn't write.

If you really can't write, then learn! Read more, imitate more, write more, and always write your own style. It's not that I don't want to write, but I want to attract tourists, which is very contradictory.

Powder absorption is only part of the whole marketing. After the drainage is completed, the customer may not place an order immediately. How to use the circle of friends to realize the transaction involves many skills and knowledge. Due to the limitation of space, I will share it here first.

2. How to choose products for micro-marketing?

In fact, judging from the current market, there is no shortage in China. When our entrepreneurial team was operating, many merchants talked to me, such as honey, rice and various fruits. What should micro-marketing choose as the starting point?

Take our team as an example. At that time, when we started making this product, we did market research. In the domestic market, there are about three kinds of ducks, the roast duck in the north, led by Beijing roast duck; Then there is the braised duck in Sichuan and the salted duck in Hunan.

We chose Hunan salted duck because: First of all, it is a very famous snack in Hunan, but it is hardly famous in other areas. If we cut in as some concepts, the competition is relatively less intense; Second, it can be positioned as an office snack to increase its entertainment.

3, find a good starting point, strengthen team operation, set off a topic.

After the product positioning, we started a series of "operations".

First, we must give our product a name. In the mouth of China people, the word "call a duck" is always spoken after a meal. For example, someone asks you "Did you go to the duck shop today"? Did you order a duck today? Through this interesting name, young people can attract many topics and finally think of our products. I believe there are many terms for this kind of entertainment and sharing. You can think about it with your own products.

Secondly, how to attract people to understand us. 100 "seed" is attracted by soft text. We have published an article about crowdfunding now. What we raise is not money, but people. We are looking for 50 suspension springs and 50 big coffees. 50 floating springs are used to expose our products in the circle of friends, and 50 big coffees are used to make "trust endorsements" for us, increasing the number and stickiness of fans.

Next, we designed a series of copywriting, pictures and marketing activities, which were spread by push, but we found that the effect of push was very poor, but at the same time we also gained something else: we found some donkey friends who were very interested in our products, and some people would share them with others when they were tired.

This educational sharing product is slowly implanted into some donkey friends. They also like to sunbathe, go to A, sunbathe on A Mountain, go to B, sunbathe at sunrise, and of course, there are many ducks sunbathing. If their friends from different teams have nothing to do, there is one less buying link. In the first two months, we gained a lot with the least investment. At least this attempt gives us more confidence to do it.

4. Where to start?

Let's talk about the essence of micro-marketing, first of all, the product, then the team, but the most important thing is: execution.

With the emergence of grassroots economy, the number of entrepreneurs has gradually increased. I think that if a newcomer doesn't have too many resources, the first thing to do is to improve his credibility and turn himself into a "trustworthy brand or business card". Through your personality, the influence will gradually begin. Even if you have less than 100 fans now, if you are all "die-hard fans", then you are great. It is this 100 iron powder that Xiaomi achieved today's status.

In addition, you should think about how to increase customers' experience of your products, make the experience feel right, and let them know about you, your products and your brand in all directions. I believe you will do it soon.

Generally, businesses in traditional industries can basically make money as long as they master three kinds of resources.

One is called mastering upstream resources. Usually we refer to the specific product, technology and relationship background.

One is called mastering information resources. In other words, please use information asymmetrically, buy low and sell high, or return empty-handed. Usually we call such businessmen: dealers, profiteers or karate players.

One is called mastering downstream resources. That is to say, we usually say that we have mastered the channels, good store location and people flow.

In fact, in the WeChat business, the e-commerce business is similar to the traditional business, but the traditional business model has moved online.

There are basically three ways to make money in the first batch of WeChat services:

First, it rushed in by mistake, with strong execution, and did not miss the opportunity in the wait-and-see process. In fact, the first batch of successful WeChat services, many of which are not so strong, are just one step ahead. In other words, we seized the dividend period, and when others were chatting and picking up girls in ignorance, their business awareness first woke up and seized the dividend.

The second is to master upstream resources. When WeChat first came out, there were few products suitable for WeChat business. Just a similar product suitable for WeChat marketing has seized the market.

The third is to master the downstream resources, with a large number of agents and dealers, at least a small team of several people or a few die-hard fans.

Wechat business has been developing for three or four years, especially in the past year, products and practitioners have exploded, and many tens of millions of giants and leading enterprises have been born.

But we know that any industry will go through the process from germination to germination, then to prosperity and then to decline.

The competition of WeChat business is becoming more and more fierce. For example, in the beauty category, every customer's circle of friends can see many different brands of masks. Wechat business, joined for more than a month, almost all masks are sold. Now the circle of friends is recruiting agents and selling things everywhere. There are many more people doing WeChat business than buying things, and there are many more people recruiting agents than doing agents.

This year, when the probability dividend of violent screen brushing gradually recedes and people generally wake up, both retail and agency recruitment are facing great difficulties.

If you are still raping your circle of friends with software and fake pictures given by your family, you are still brainwashing and recruiting agents in the insatiable group who get up early, and you plan to use a team with "three no products" to hype or fool your family to avoid disasters, just like entering a modern war with ancient cold weapons and array methods. Dig your own grave, no doubt.

Many friends who want to enter this industry have asked me: What products do you make to make money now, and how do you make money?

I basically asked them to do a self-analysis first. For example, which of the three resources mentioned today can you master?

The short-term success of the bonus period and the watering of some chicken soup and dog blood have caused too many children to lose their blood and get angry rashly.

Few people understand that any success is the realization of yesterday, today or tomorrow. If there is no value to be realized now, what you need to do is not to waste time and energy on useless screen brushing, but to add value quickly and efficiently.