Article Introduction Xiaobai’s WeChat Moments marketing model is very simple. Collect good products from Taobao, send pictures to Moments and add your own description. If a user sees it, contact her through WeChat. Then she places an order from Taobao and delivers the goods directly to her. The price she sells to users is slightly higher than Taobao's to earn the middle price difference. This is really a business you can do without money.
From selling the first thing to now, Mao Xiaobai (hereinafter referred to as Xiaobai)’s WeChat Moments marketing business has been in business for more than half a year, and the monthly revenue has increased from tens of thousands to hundreds of thousands.
I was one of the first people to sell things in WeChat Moments. At that time, there were reports that some people had achieved a million monthly turnover in WeChat Moments. I thought I could achieve it soon, but after doing so I found it was not that easy. Xiaobai told reporters that it is different from what you think. If you watch too many tall, rich and handsome people in big cities and meet people in small towns, you will find that you actually don’t understand them.
Last year, Xiaobai registered a company and started to officially operate her circle of friends business. The name of the company is Mao Uzi. Before that, she had already achieved a monthly turnover of over 10,000 yuan by selling things in her circle of friends. The economic level of the small town in northern Hangzhou where Xiaobai is located is equivalent to that of a fourth-tier city. The entrepreneurial path is also completely different from that of Beijing, Shanghai and Guangzhou where rich and handsome people gather.
From Taobao to WeChat
Xiaobai’s business model is very simple. Collect good products from Taobao, send pictures to Moments and add your own description. If users see it, they will contact her through WeChat. She orders from Taobao and delivers the goods directly to the user. The price she sells to the user is slightly higher than Taobao's and she earns the middle price difference.
This model seems incredible. Why don’t users go directly to Taobao to find it?
That’s what you think. Taobao is too difficult for people in fourth- and fifth-tier cities to control. Xiaobai said: If you see a product in a physical store and you like it and think the price is high, the physical store will pat your chest and tell you that our products are not available on Taobao. In fact, they are all available, but users can't find them. Many people took photos in physical stores and came to me to purchase them. I helped them find them on Taobao, but it was very difficult for them
. Even if they find the same model, some sell for dozens and some sell for hundreds. It may be the same model. If you buy something cheap, you will worry about the quality. If you buy something expensive, you will worry about being cheated. Many middle-aged and elderly people can use WeChat and Moments, but they cannot use Taobao at all. It is too complicated for them. The consumer demand of these people is also very strong in small cities.
Xiaobai said that many young users have relatively strong spending power. When they see something they like in their circle of friends, they just leave a message and buy it instead of going to Taobao for a price difference of tens of dollars.
However, payment is still a big problem. Many middle-aged and elderly users do not use Alipay. In order to prevent them from being cheated, they will not bind bank cards to them. So Xiaobai opened stores in surrounding towns with his own town as the core. On the one hand, several physical stores are used for warehousing and transfer, and on the other hand, they can solve payment and logistics problems to a certain extent. Users who go to the physical stores to pick up goods and pay may also facilitate secondary transactions, and the physical stores can basically be responsible for their own profits and losses.
Small city consumption monster users find it cheap
There is no McDonald’s, KFC, Uniqlo, Carrefour and Walmart in Xiaobai’s town. Metersbonwe has become the largest local clothing chain. On the other hand, Mobile , smart TV and other advertisements are not uncommon.
In fact, the consumption level here has risen, but the business environment has not kept up. Xiaobai said that the pricing of reference merchants without large chains is very casual, and slowly consumers will accept such pricing. They will think that it is normal to spend five to six hundred for a pair of shoes and one to two thousand for a coat.
Xiaobai started with the women’s clothing, women’s bags and cosmetics that she was most familiar with. At first, she selected products with lower unit price, thinking that they would be easier to sell. However, she later found that many people did not buy the products and even some buyers said that the products were too cheap and were afraid of the quality. not good.
For cheaper options, there are Fanke and Taobao. Xiaobai said that in fact, there are many people here who buy things very cheaply on Fanke and Taobao, but later find that the quality is not very good. Gradually, they do not accept cheap goods, especially shoes and bags.
So she began to gradually select products with relatively high unit prices, and the styles and quality improved accordingly. Products with low unit prices before were still on sale, but the proportions were reduced. Xiaobai said that she initially set the price range. Too narrow. In fact, the elasticity of consumer affordability is very high. There will be demand for anything ranging from tens to thousands of yuan.
From radical to calm talent is the biggest bottleneck
After registering the company, Xiaobai is no longer working alone. In addition to the staff of the physical store, the company's financial and administrative staff, she has also expanded dozens of agents and forwarded friends. The circle facilitates transactions and draws commissions.
In the early days of entrepreneurship, through cooperation with ground activities and local media, forums, Weibo, and WeChat promotions, coupled with the expansion of agents, profits suddenly increased from a few thousand to tens of thousands per month, and manufacturers began to directly contact Xiaobai, who was excited about cooperation. I feel that if we continue to expand at this rate, we will soon surpass Handu Yishe and other Tao brands.
So Xiaobai began to plan for offline expansion. According to the original plan, Maowuzi's physical stores would be expanded to 100% by the end of the year. However, as of the beginning of the year, there were still only two physical stores. Revenue growth has also begun to slow down.
Immediately after the initial extensive operation, various problems began to be encountered. Some shareholders began to lose confidence and quit, and some shareholders withdrew their shares due to differences of opinion. As the number of orders increased, labor costs also began to rise. However, Xiaobai is not worried about these problems. The withdrawal of shareholders has not brought financial pressure to her, and the order volume can also be absorbed by the agency. In fact, the real problem she faces is talent.
Online orders have exceeded half, but there are still many people who want to go offline to see the actual products before deciding whether to buy. The physical store must expand, but no one will take care of it. Xiaobai said that the sales volume of the same physical store can differ several times between those who can sell and those who can't.
At the same time, the sales capabilities of agents also vary. Some can get a commission of five to six thousand a month, while others can only facilitate more than a dozen transactions a month. Although the expansion of agents does not bring direct costs, but management The hidden costs are also very high. I can't take care of so many things myself, but I don't have capable people to manage them.
In addition, the cost of (customer relationship management) is also gradually rising. Xiaobai realizes that to do Internet business, you must know who your customers are. As the number of customers increases, she cannot take care of them all by herself.
Recently I have been rethinking the categories, sales and management methods that need to be adjusted. I have a lot of ideas, but they need capable people to execute them. I believe this problem will be gradually solved. Xiaobai said that what I hope to achieve most now is to open the payment interface of WeChat, which will definitely lead to the explosion of WeChat e-commerce.
The First Step Entrepreneurship Network reminds us that WeChat entrepreneurship also has great risks
Some people say that it is the right time to start a WeChat entrepreneurship. This sounds true. Now is the best time to enter a WeChat entrepreneurship. But in the end, who can use the WeChat platform to succeed? It’s hard to say that not every entrant will succeed. Most WeChat entrepreneurs will need stepping stones on the way to success. Most WeChat entrepreneurs will fail.
The WeChat entrepreneurship craze cannot be separated from the support of venture capital. Venture capital has blown up market bubbles one after another. Now venture capital investors have focused their attention on WeChat. A certain company has promoted an average of ~ projects per month in the past month. WeChat Venture Capital. Many WeChat entrepreneurs have appeared in many entrepreneurial competitions. Now when WeChat is mentioned, venture capitalists will pay special attention to it for fear of missing any potential wealth-making projects. Nowadays, venture capitalists only focus on the dream of WeChat to create wealth, completely ignoring the risks of WeChat entrepreneurship. WeChat is not more public than the Internet, and WeChat is a penguin’s penguin. A single policy can kill the hopes of a group of entrepreneurs.
WeChat’s platform is not WeChat’s territory to perform for others for free. Ma Huateng has the final say and Xiaolong has the final say. Those who prepare to do marketing on WeChat and engage in self-media in the early stage will wait until WeChat comes out. The efforts that many marketing giants have spent a lot of time on will be instantly wiped out, and the value of self-media will be greatly reduced. This is just WeChat. One day another batch of entrepreneurs will come out. WeChat is Tencent’s territory. They say you can use other people’s things for free. There is no reason to disobey them. The arrangement is that even if you are dissatisfied, others will not bother to pay attention to you. Companion to a king is like a companion to a tiger. One day Zhang Xiaolong became unhappy and changed the rules of the game. He didn't even know how he died, and there was nothing he could do to explain it.
In late last month, WeChat, which has always claimed that it does not engage in e-commerce and does not touch revenue, and has suspended testing e-commerce for a year, quietly launched WeChat selected products, and the trend is getting stronger. At the same time, many people have actually discovered It turns out that the operation team that settled in the WeChat Selected Product Channel is none other than Tencent’s own e-commerce website Yixun.com. On the day of the year, Yixun released news that it officially launched the Yixun+ strategy and upgraded the WeChat selected products previously operated by Yixun Mall to WeChat Mall. This officially kicked off WeChat's entry into the e-commerce field. At the same time, it kicked off not only e-commerce but also mobile payment, website building services, WeChat operations and other fields.
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