In our public accounts, these people can also see it and have a chance to show it every day. Now so many people go to explore the circle of friends and sell goods. We all hate those who sell goods. But there are still many people who do it well and earn a lot of money. The most fundamental reason is that they have an advantage in a channel, where people come and go, and there is a lot of traffic. Take Wangfujing for example. If there are forty or fifty thousand people every day, any front of Wangfujing is of great value. If we have an account with a large flow of people, whether it is Weibo, WeChat or the circle of friends, it is equivalent to building a Wangfujing.
In the era of mobile Internet, the key is how to establish customer related channels
For example, the difference between Xiaomi and Haier is that Haier or TCL or Changhong are selling things. If they sell out, they will be finished. I hope customers will never find the manufacturer again. Xiaomi's selling is only the first step, and it does not make money in the first step, but it has established this channel through forums, QQ space, microblog, WeChat and other ways. At first, it was a Xiaomi mobile phone. Later, there was Hongmi, and then there were routers and Xiaomi TVs. They were all made around "people".
So it doesn't matter whether you make money on him or not in the first step. If this person comes in and has trust, you will make more money on this person sooner or later.
The starting point of many things we are studying mobile Internet is from the perspective of people, whether it is microblog, WeChat, or now WeChat. If the basic point of "people" is not grasped, many places can only see the phenomenon, but not the essence.
For example, how can we sell things directly on WeChat? We studied hundreds of WeChat e-commerce WeChat. After the study, we found that this conclusion was very disappointing at the beginning, because the first conclusion was that WeChat is really not suitable for selling things, regardless of its large population. Later, with more in-depth research, the second stage found that although WeChat is not suitable for opening stores directly, it is very valuable for e-commerce enterprises, but this value is not simple to open a store, and then to promote their own stores.
Now we see that many third-party enterprises are building WeChat malls, and many people have come to consult me. I think we must figure out what you want to do with WeChat. And now WeChat payment or WeChat background printing documents and query are more troublesome. If you go to open a shop at this time, you can only taste something fresh, and the profit is very small.
Some people say that it is difficult to build trust. It is not that Xiaomi does not have such great ability. But I tell you, everyone's time is limited, 24 hours a day, 8 hours of sleep, 8 hours of work, and 8 hours of eating, drinking, and lazing. His time is limited. No matter whether he trusts you or not, as long as he spends more time on you, he will spend less time on others. The less time you spend on other brands and products, the less likely you are to buy other things. The more time you spend on your products, the more trust you will have in others. This is easy to understand.
For example, Maotai actually knows that many people are counterfeiting Maotai liquor, and it also knows what is fake, but it doesn't fight all fakes, just occasionally pretending. He will not deal with so many people who sell fake liquor. The Maotai manufacturer knows how to catch these people, but once the manufacturer has disposed of all those who sell fake Maotai liquor, they will sell Wuliangye. There are more and more people selling Wuliangye and fewer people selling Moutai, so there will be more and more people buying Wuliangye. Once others get used to Wuliangye, they will have some unaccustomed drinking Maotai. The whole principle is easy to understand.
What value does WeChat have for e-commerce enterprises? Later, we made some more detailed analysis. The analysis method we use is different from the analysis method used outside now, because I am an e-commerce enterprise, and I contact some e-commerce enterprises. We will go to see what problems e-commerce enterprises are facing. The biggest problem for e-commerce enterprises now is that they have no sense of security on Taobao and Jingdong. There are now four hardware crown stores on Taobao, and the hardware crown stores are the most powerful now. A gold crown seems to sell tens of millions of goods, which should be praised by tens of millions. Two of the four hardware crowns are members of the Seven Star Association.
So the most essential thing of mobile Internet is how you can turn people and customers into your own, instead of taking some customers from the perspective of platform. It is the traffic mode to get customers through the platform, so you can spend money to promote more traffic, and there is no traffic without spending money. The current traffic cost is very high. I can tell you a general data. Now, a click on Taobao costs an average of 3-4 yuan, and for some popular words, dozens of yuan or more. Not much worse than Baidu. Generally, only thirty or more clicks can generate a transaction. If the average click is three or four yuan, more than thirty clicks means that you will spend more than one hundred yuan. If your goods are only sold for more than one hundred yuan, it is equivalent to an ROI of 1. Now it's good to be able to achieve ROI of 2 or 2 on Taobao. The cost will be higher on Baidu, because the customer accuracy is worse than on Taobao, and the cost of acquiring a new customer should be 100-200 yuan.
Through research, it is found that although they have sold tens of millions of goods, and tens of millions of people have bought their goods, they have not accumulated much now, except for making some money. So someone asked me whether I want to build a B2C mall. I have advised others not to do it before, because doing is dead, and it must be the same on the PC Internet. But now mobile Internet may have some differences.
For example, the WeChat public account of Ghost Foot 7 now has nearly 400000 fans. If I were to build a small B2C website of my own brand now, I could live a very happy life. As long as I have enough supplies, I would choose some SKUs and send them under the brand of Ghost Foot 7, because I have my own customer channels. The reason why I said that Hardware Crown has no customer channel of its own, because most of its customers are Taobao now.
So now the cost of acquiring new customers is getting higher and higher, which means that in the PC Internet. Then the cost can be reduced again and again on the mobile Internet. So now many people see the mobile Internet coming, many people go to microblog, WeChat, and microblog when microblog is popular. Later they found that microblog was not so popular, so they went to WeChat, and did WeChat for half a year. They found that they could not find a way to do it. Now they come out and do it again. Finally, they found that they just joined in the fun and got nothing.
So what are the most essential things to do with these things, what are we going to do with WeChat, what are we going to do with microblogging, and how can these things help your enterprise development in the mobile Internet era? This is the main direction of our research. Many of the cases seen outside are actually one-sided, either done by larger enterprises, such as Xiaomi; Or it is made by some grassroots people, such as selling masks on WeChat. However, these methods and cases can not be copied for enterprises. Not only can they not be copied, but also can not even learn from them. If I do e-commerce and sell 30 to 40 million yuan a year, I can't let go of these things and sell masks in my friends' circle. Or I sell things in my friends' circle. This is a bit bullshit.
So ultimately, what e-commerce enterprises, Internet enterprises and traditional enterprises can do with the help of the current new media is not just WeChat. WeChat is just one aspect. Now there are several researchers in our research institute, some of whom are studying WeTao.com, some of whom are specialized in microblogging, and some of whom are specialized in WeChat. Some people have begun to give up microblogging, which has become less popular from the original Red Sea. It should be said that many microblogs are undervalued. In addition, Weibo officials are particularly willing to set up some typical cases, and they can help you with activities with money. As long as you do something a little, it will be willing to cooperate with you. If you have a good idea, you can also apply for official resource support of microblog.
Just like the last time I sold books on Weibo, I don't have many books, and I don't want to give discounts. The Weibo official said you can give discounts, and the official is willing to bear some of the costs, because the official wants some influence and momentum, and now Weibo is closely coordinated with Taobao. It is convenient to do something related to business, and it can be combined naturally.
MicroAmoy is also a place worth paying attention to. Last night, I posted an article named "Love, Hate and Expectations of MicroAmoy". Only a few minutes later, the former person in charge of MicroAmoy contacted me and said that it was very true and comprehensive. He also asked me if I could give them some suggestions next time. They have some new business now. I hope I can see some suggestions from them.
In fact, I can't see these things. As a researcher, I spent several months studying these things every day, which may be more clear than the official. When I was doing training, I said that because I had been doing technology and products for more than ten years, I was also doing some research on new media and new things with the idea of technology and products, not just collecting some cases. I had thought about copying some cases of others before, but later found that no case could be copied, absolutely not.
When we go to promote these cases at this time, we don't know what to do except to excite everyone and attract attention. The problem I want to solve is how to do it, as I mentioned above, so we later summarized a set of practical courses.
To sum up, in fact, marketing on the mobile Internet is just a convenient way of saying. Many playing methods on the mobile Internet are really different from those on the PC Internet, and their ideas are completely different. Its most essential starting point is from people, not from sales. Everyone can't live without mobile phones at any time.
