Guo Commander: traditional enterprise transformation Wechat business first person
In 2017, a large number of traditional enterprises into wechat business, have started, but the success rate is not optimistic. Traditional enterprises lack the thinking of social e-commerce, so the first stop for some wise bosses to enter wechat business is no longer to transfer a few strong soldiers from the existing sales department to work on their own, but to let superior people to lead the team, just as after the rise of Taobao, many traditional brands, even big brand official e-commerce are looking for external teams to operate on behalf of.
In any industry, finding a good master to take can save half the effort. In this field of wechat business, Guo Junfeng is currently one of the most famous wechat business practical mentors. After the reputation of helping enterprises to operate wechat business on behalf of enterprises, more traditional brands flooded in. Guo Junfeng was overwhelmed and had to launch "Guo Ling wechat Business Consulting" in May 2017. Based on more than 500 brands served in the past four years, he served more traditional enterprises' wechat business projects in the way of consulting, which became the first stop for traditional enterprises to transform into social e-commerce.
Talk 1: Why does wechat business appear?
Wechat business originated from individual purchasing agents.
2011-2012 was the embryonic stage of the development of wechat business. At that time, QQ, Weibo, Renren and Post bar were the most active positions of the Internet in China. The fan economy was just taking shape, and the individual purchasing agent was just emerging.
2012-2013 is the period of wechat business infrastructure construction, wechat has improved the moments of friends, wechat payment, public account; Wechat has the flow of people, the circle of friends has the flow of information, wechat has the payment channel, based on wechat business has the operability for the first time.
2013-2015 is the wechat business industry ups and downs. In 2014, the concept of "wechat business" was formally proposed, entering the team operation period, a large number of grassroots brand wechat business rapid development, wechat business in the violent brush screen savage growth, pyramid marketing also take the opportunity to kill wechat business fishing in troubled waters.
2016-2017, the era of micro merchandise brand has arrived. The strengthening of external supervision and the government's rectification of the source of wechat business make wechat business gradually develop towards normalization and branding. Alibaba, Millet, wine fairy network and other brand enterprises entered, so that wechat business for the first time really become an important strategic channel for enterprises.
Talk 2: What is the difference between wechat business and pyramid scheme?
Pyramid selling has two characteristics are very obvious, one is unlimited amplification of the dream, the other is unearned. Pyramid schemes rely on pulling heads to make money, generally have a large amount of entry fees, no substantial products, or product value and price seriously inconsistent.
And wechat business is equal attention to retail and development agent, entry fee is less, is according to different levels corresponding to different prices purchase. This money, in addition to shipping, will give you a license to sell the products. It is different from multi-level distribution model of multi-level rebate and cash rebate of pyramid selling and direct selling. It is more like the traditional marketing channel model of traditional provincial, municipal, regional agents and terminal retail stores.
We often see a lot of wechat business negative information, in fact, no matter which industry is so. The chaos in the early days of wechat business can not cover up the essence of wechat business, just as the problem of fake goods that troubles e-commerce can not deny the value of e-commerce.
Do pyramid marketing use of social e-commerce, but wechat business is not pyramid marketing. Opportunities often coexist with traps, or real opportunities often look like traps, and real traps are often disguised as opportunities... Therefore, we need to sharpen our eyes to distinguish, to judge.
Talk 3: The arrival of wechat business era of big brands
Wechat business after four or five years of savage growth, has come to the big brand into the new Wechat business era. Just like Taobao used to sell cheap and fake goods, now Tmall? All flagship stores of major brands. And the original Amoy brand, there are still a few?
Wechat business after 5 years of rapid development, Taobao finished the road of 12 years. Until today in 2017, we have entered the era of wechat business of big brands. This whole process is a historical replay of the era of e-commerce. Today's social e-commerce, which has been completely different from the previous years, has begun to gradually step into the regularization, which is reflected in the following points:
1. Truly powerful brands and manufacturers begin to enter, and start to standardize product quality in terms of qualification and quality, so as to make truly good products;
2. Start to build the brand marketing system, no longer blindly brush the screen, with high-altitude advertising, grounding flow;
3. Began to conduct standardized management of the team, and paid more attention to the growth of terminal sales and agents no matter from mode design or sales guidance;
4. Channel sinking, build the system of online and offline combination, so that the brand vitality is longer, rather than just doing wechat business.
Talk 4: What kind of products are suitable for social e-commerce channels?
The sales of social e-commerce are on the communication channels, so good word-of-mouth and bad word-of-mouth are particularly easy to be amplified. The bad products, which are usually short-lived, wither quickly.
Therefore, the functions of social e-commerce products are very important to solve the strong pain points and give customers a reason they cannot refuse. Why the past Wechat business "short life"? The core reason is that the product is too poor and too expensive to generate word of mouth and repeat purchases. A 2 yuan mask sells for 100 yuan on wechat business, and of course no one wants to buy it.
I think everyone who makes products should calm down and make them better. Sharpening the knife not mistakenly cut wood workers, do a good job of products, good products will naturally speak.
What is a good product?
In my opinion, a good product has two characteristics: good inside and good outside.
Internal good has three characteristics: solve pain points, ensure safety, high cost performance.
What about external qualities? It is a combination of appearance level, tree difference, show personality.
We are still in the operation of Yanghe Wuji, is such a good "internal" and "external" products. Micro-molecule soft taste, advocates easy life, healthy drinking; "Wine, no wine," the advertising slogan, directly hit consumers' pain points; Wine packaging simple atmosphere, visual highlight the Internet; At the same time through the three drinking scene "close relatives", "best friends" and "to respect" focus to build, so that the product appears more temperature, brand thickness.
Talk 5: Why Yanghe such a big brand began to enter wechat business?
One is the change of channels.
Now the traditional wine dealers are more and more difficult to do, "three public" consumption has been cancelled, the past promotion means are no longer effective, ordinary customers have more channels to buy, the old dealers' sales are shrinking year by year.
The second is the change of customers.
In the past, consumers had to go to online stores and offline stores to buy alcohol. But with the development of social e-commerce in recent years, they can buy alcohol directly from their friends. In the past, it didn't matter who you bought. Today, the relationship between friends directly determines the outcome of your purchase.
These are the core driving forces for wine companies to change, and now that social e-commerce is a new retail opportunity, there is a consensus that we should give it a try.
It is in this context that Yanghe Shares cooperated with us.
Yanghe has always been an innovative enterprise, it has that kind of innovation gene. When the liquor industry was in a depression, it was the emergence of Yanghe soft liquor that injected new thinking and vitality into the liquor industry. This time Yanghe into new retail, need a new retail channel leader, and we also need such a large enterprise Yanghe to correct the trend of the industry. Thus, the product "Wuji" came into being.
Under the guidance of "dual-core drive" and market research, Yanghe Stock launched Yanghe "Wuji" in September 2017, officially entering into social e-commerce channels.
At the beginning of the project, Yanghe took out a marketing budget of 20 million yuan to support the development of wechat business channels. After careful consideration, we set up a detailed mode for Yanghe Wuji, respectively set up the city partner, CEO, franchisee, total agent and member five levels, each level to enjoy different prices, take goods and monthly minimum sales are also different. The more senior the agent is, the lower the price and the more preferential benefits he enjoys.
For top ceos, the company offers a "city partner" program, which grants regional licenses based on the number of team members and monthly sales. "City Partners" enjoy sales dividends and support policies in their region, but each region is not unique to the "city partners", a maximum of three "city partners" in a region, first come, first served. Performance assessment will be made for urban partners every quarter to select excellent agents and eliminate backward agents to ensure the team's combat effectiveness.
We are also in different periods of investment, irregularly issued some preferential policies, the organization of franchisees and prospective franchisees to visit the Yanghe winery, personally taste the Moji micro wine, and listen to the site of the relevant responsible person to speak about the product, speak about the policy, a comprehensive investigation of the Yanghe Moji project.
These practices have achieved obvious results. Up to now, after more than 2 months of market operation, Yanghe Wuji has made numerous achievements, formed a sales force of more than 3000 people, and collected more than 10 million yuan.
The value of our strategic cooperation with Yanghe this time is not only to help Yanghe sort out the investment plan and complete the preliminary investment work, but also to grow together with the Yanghe team, share our experience in serving other brands, help Yanghe solve the problems in the process of progress, and make "Wuji" truly become the next generation of core strategic products of Yanghe.
With the standardization of wechat business, more and more traditional enterprises began to enter wechat business, opening up new retail channels for enterprise development. Yanghe Shares, as one of the top three liquor enterprises with Moutai and Wuliangye, entered into new retail, which is not only a milestone of liquor industry, but also a dividing line of the brand of the micro commercial University. It has set off a new height of brand wechat business, but also for the development of liquor enterprises to open up new ideas.
