As we all know, there are two mainstream modes in the micro-e-commerce industry, one is the "agency WeChat business" oriented by recruitment agents, and the other is the "direct retail WeChat business" oriented by retail. The characteristics of direct retail in WeChat business are: product+traffic+conversion, trading through traffic introduction, and selling goods to end consumers.
Secondly, the development of direct selling mode has gone through three stages.
The first stage is: direct sales 1.0: product-oriented, paid promotion on platforms such as Baidu, Today Headline and WeChat official account, to attract accurate users to add customer service WeChat for transaction transformation. Generally, the entry fee ranges from tens to more than 100, and the conversion rate is about 3% that day. After that, according to the industry's highest 10%, the transaction running cost of a single customer is 1000 yuan!
The transaction cost above 1000 makes the merchants need to sell thousands of high-priced products or packages in order to level the flow, product and operation costs and make money. However, selling high-priced products can only promote the efficacy, and it is inevitable that there is suspicion of exaggeration or false propaganda. This is the fatal flaw of direct selling 1.0, which is inevitable!
The second stage is: Direct Selling 2.0.
From the short-term profit-seeking style of "high-priced products digest high-priced traffic and pursue short-term returns" to the long-term operation style of "low-priced products digest high-priced traffic and pursue long-term repurchase". The products sold are adjusted from high-priced and characteristic functional products such as breast enhancement, weight loss, aphrodisiac, height increase and health care products to low-priced and high-quality agricultural special products such as honey, bacon, propolis, ginseng, medlar, bird's nest, walnuts, mushrooms and mushrooms.
From a legal point of view, the efficacy of agricultural special products does not need to be exaggerated or falsely publicized, and it can continue to advertise to gain new users, which is safe and not illegal. But doing it, many people do it wrong. For example, last year's "Mi Xia" case, if you want to know, you can Baidu it ~
The third stage is: Direct Selling 3.0.
More is to do "products+services", for example, some of my people do "suit customization" in Guangzhou. Traditionally, clothes may be made into standard products, and they match the clothes suitable for customers according to their "age, identity, figure, preferences and other elements".
While providing good service, customer satisfaction is quite high. At this time, we will continue to develop the back end, such as the "annual clothing plan" model. Some people in this industry import QQ, match the label of "gender and age", and then drain it to WeChat, which is suitable for direct selling of liquor, men's wear, Wan Wen and other products.
Question session: WeChat vigorously promoted corporate WeChat last year. You can directly add corporate WeChat friends to chat on WeChat, but do not occupy 5000 friends of WeChat. However, the enterprise WeChat does not open the circle of friends, which leads to low conversion efficiency.
However, this piece was first noticed by the ash production: they did not need qualifications to register the enterprise WeChat, and wrote a step to register the enterprise WeChat account in batches and add WeChat friends in batches. At present, there are very few corporate WeChat titles, which will only limit the daily limit for adding friends. I know that several companies have made tens of millions of WeChat friends by this trick, and then made mass advertisements by private messages.
Q: What does Mr. Fu Xiao think of the traffic of enterprise WeChat?
A: At present, corporate WeChat can be used for drainage. If it is used to deal with customers, it may take a little time. However, there are some new tools that are definitely worth studying.
Q: Is it a traffic hole for direct selling?
A: Who can give priority to the latest gameplay? It is also possible to take advantage of the poor information and share a piece of it! No matter how hard the direct selling model is hit, no matter the policy or title, it will definitely not disappear, because WeChat direct selling is a very healthy model, which really lowers the product to the retail terminal and sinks. If we can implant more "social, operational and service", the direct selling model will definitely be more perfect!
The second sharing guest: Xiong Yiyin
Hello, everyone. I'm glad this big coffee club invited me to attend this lecture. I just listened to Mr. Fu Xiao's speech, and I thought it was particularly good. I can hear that he really has a very deep research and understanding of this industry and the whole trend. My words may be simpler, because I have been doing this together. But I've been engaged for some time, and I can only talk about myself. I know something about myself in this respect, and then I hope to have more exchanges with you.
First of all, I think Mr. Fu Xiao's last sentence is quite good. Before WeChat, this industry, although it experienced many things, including titles, including the suppression of our policies and laws. But he's sure to last a long time. The difference lies in how everyone plays and how to avoid this risk in a reasonable area.
I, because I started doing this traffic, just started. When I was doing this traffic in this place, I was the agent of the operation team. I am very lucky. At that time, it set the first record in the country, and then it came into contact with this kind of direct sales. Then I felt as if this product was quite profitable, and then I started. I should have been working on this project with my friends for more than three years.
In fact, my husband has said a lot, and I may repeat it in many ways. For example, this high profit is really needed. Then there is high pricing, so that you can have good output. For example, our product is 100 yuan, so our pricing standard is generally to go up according to the strength and give it to 500 yuan. 480 yuan, to put it mildly. If you sell at this price, you can get back the proceeds and get back the silver. Then there is a risk problem in this market.
The fourth piece is the result. After the action, there will naturally be results. In this way, the confidence of the whole team will be greater, a good virtuous circle will be formed, and the company will be smoother and better managed. It is better to make a task for everyone to break down and implement, because the whole team is confident.
I basically shared this with you. I don't seem to have shared it in any community. I quite agree with the god of wealth. When I joined the group, I basically joined all the groups and basically studied. I basically join a club to meet some people. I also made many friends through the community, and we often get together. I'm from Shandong. If you say that you have been to Jining, Shandong, you can come and sit down. Make sure everyone drinks well, and then the wine must be full.
Then today my voice is uncomfortable and my voice is more masculine. Then the personality is more masculine. Everyone hopes to exchange more difficulties on the road to entrepreneurship and overcome them together. The road is bound to get wider and wider. I also hope that these members of our big coffee club and everyone's career is getting better and better, and the big coffee is getting bigger and bigger.
Question session:
Night cat: Online and offline, experience stores, opening up traffic in the same city, is also a direct traffic hole. I want to ask Sister Ye Fei a question: How many experience stores have you opened there? How much is it to open a shop? How many passengers do you receive every day? How long does it take for an experience store to return to its original account?
Ye Fei: We have been running this experience store for a long time, but it's just the beginning. But now friends around us have signed up for more than a dozen stores, and the traffic in our city is relatively easy to obtain. We should all be good at it together, and experience drinks in the mode of experience, mainly because we also make honey propolis series skin care products. Including our current WeChat direct sales team, the repurchase rate can reach 90%, which means that the products are absolutely excellent.
Every time customers are invited to come over, the conversion rate of stock solution experience and mask experience can basically reach 3: 1. Basically, the customer acquisition cost is relatively low, and then the transaction amount is about 1000 yuan. Based on this, it is estimated that the investment we need to attract investment is about 30,000 to 70,000 yuan, which is basically 1 to 3 months, because we are not in the investment promotion field, but doing apartments and office buildings.
Being an offline entity is relatively tiring, but if I gather customers together, the customer acquisition cost of this traffic will be lower, and it will be better to get together and transform. Then we have online experience, so we maintain online. If you can have stores everywhere, then this is a complete online and offline connection.
The conversion rate is about three to one, which is very high. Because of face-to-face communication and at least physical contact, we only do facial care, and then the simple method. Then there will be some honey drinks, which belong to Tuoke products and do not seek profits.
Ok, these are the three items we are trading at present. You can write to me privately if you are interested, and then I will reply to you. I have been working overtime every day these two days, and I am not feeling well. I may be more and more busy in the future. Please leave a message at any time. I'll get back to you as soon as I see it