Decryption Net Red Live With Goods: Is The Brand Side Oxygen Inhalation Or Drug Abuse?

This year's double eleven, Li Jiaqi, Wei Ya and other head KOL cargo size, have reached one billion orders of magnitude, this kind of personal sales exceeds the capacity of individual shopping malls to carry goods, so that numerous brands are in hot pursuit.

But as an industry that has existed for ten years, how can we see the essence of the rise of this wave net? What kind of industry problems lie behind the prosperity? For entrepreneurs in the consumer industry, is buying traffic in the form of oxygen inhalation or drug abuse?

Around these issues, recently, in the internal activities of the new wave consumer organization, we launched an in-depth discussion with more than a dozen consumer entrepreneurs and investors.

On dit:

1, the content flow platform has stated that it is the aggregation of the same self groups in multiple selves, forming various interest groups around various themes. Selling is a way to reallocate community content and traffic. It is not difficult to cash in, but it is very difficult to cash in for a long time.

2, why did Jingdong spend so much money on logistics at the very beginning? Should we continue to have strong binding relationship with the brand of the head? All this is to create corporate brand to build consumer trust in you. Product brands can be built up by pulling one or two nets. Corporate brand is never so simple.

3, MCN S2B2C business model in China will encounter a problem: you do not let B earn money, he will leave you; you make B earn money, he grew up always wanted to leave you.

4, net red live with goods, that is, mobile version of the TV shopping, but what is the difference? It is still in the primary stage of TV shopping: selling cheap and selling cost performance.

5, once the corporate brand is formed, plus the unique management culture and rules, the "religious" culture surrounding this organization is formed, and "religion" is the most resistant to time. Micro quotient is the shortcut through the theology.

The following is a compilation of new consumer editors.

　 What are the problems of sharing social networking providers?

A: let's talk about a few sharing electric providers, such as quick hands.

First, do you expect fast sellers to do business? Personally, I am not optimistic. Because for content flow platform, it is to gather the same self groups in multiple selves, and form interest groups around each theme. It may not be difficult for interest groups to cash in, but it is very difficult for you to form a liquidity barrier or to cash in for a long time.

Why is it hard to see second Jingdong and Tmall today? Of course, a lot of spells are heterogeneous. On the surface, they are a trading platform, but have you ever wondered what kind of stuff you need to build behind this platform?

Why did Jingdong spend so much money on logistics at the very beginning? In the process of the supply chain's scale effect, does it constantly tie up with the head brand and even the government? Because consumers trust you, instead of pulling two nets, you can replace them.

One thing that Jingdong has been grinding after listing is user experience. How to do it? Invest a lot of money in logistics and infrastructure construction. Because I saw you invested a lot of money and saw your efforts and efforts to improve user experience, so I trust you.

But for the fast hand, you are a simple content flow platform, through unstable network red, to bind the unstable consumer crowd.

If you want to compete vigorously with Jingdong and Tmall now, it will not only rely on creating platforms to make users feel that they are not inferior to Jingdong and Tmall, but also need to spend a lot of money, time and energy on the platform differentiation to grab the occupant's mind share. It's not the best timing to do this now.

So I am not optimistic about transferring the platform to the electricity supplier, even though it seems to be able to turn around.

Why can we do it?

First, if the founder knows the goods very well. Because he started out as a clothing supply chain. Most of the content flow platforms do not understand goods, and Tmall's little two do not know Jingdong's products.

The second is Zhang Da Yi. When Zhang Dayi was not so well known, when they were still in the rising stage, they made deep binding and mutual achievements, such as helping Zhang Dayi make their own brand. Zhang Da Yi helped make the platform brand.

In fact, such a pattern is also S2B2C, such as the clothing supply chain itself is S, Zhang Dayi is B, and she sells the goods to C. But in China, there will be a problem. If you don't let B make money, he will leave you. You make B earn money. When he grows up, he always wants to leave you.

So now, I don't dare to spend too much money on MCN's heavy hatching work, because you started to bring a vegetarian into the script, edit and photograph them, teach them how to sell goods, and even drive out the shops that he was panning for.

When a net grows up, if she has the ability or is overconfident in her ability, she will want to eat all the money making links in the industry chain.

So here can learn from the Revolve of the United States, do not sign up for net red, do not hatch policy, precipitate the ability of high added value in the capability of the platform, and peel off all others, and create a brand with the net red, and turn it into a lighter mode.

B: about MCN, net red carry goods and micro business, you can talk about your point of view.

C: because traffic is migrating, the construction of traffic channel is also changing, and MCN is the key node. So it is essentially the same logic.

Zhang Dayi is definitely a very important role. She achieves success and grows with this platform. The main problem lies in its reproducible and controllable nature.

To tell the truth, it is really difficult to duplicate a "top flow" like Zhang Da Yi, but can we build some "midstream" through the ability of S. I can't build a big KOL of twenty million fans, but can I build N KOL of millions of fans? This ability is also verified at present.

Judging from the growth path and composition of fans like red net fans, this structure is becoming more and more healthy. Including Feng Min himself in the supply chain plate accumulation is very deep, for the whole channel brand building, is also more methodological, so I still firmly optimistic about this direction.

　 Is buying traffic in oxygen or drugs?

D: making products will involve promotion and marketing. When we cooperate with these MCN organizations, what should we define this cooperation? Should we regard exposure as the core or sales as the core?

When you want to sell with him, he says we are promoting for you. If you want to show him how many times, he says I will bring you some sales.

C: I think MCN has its own attributes. It is biased to be brand oriented, but also biased. So you need to know what you want first and then evaluate MCN.

At the same time, you should have a professional team to communicate with them, and match the needs and supply between the two sides in the process of communication.

For example, what does Starbucks want to cooperate with via? If you first try to cooperate and understand her again, you may know clearly that Wei Ya is suitable for carrying goods or suitable for doing so, you can slowly test the water first.

D: some friends have told me about the problem of carrying goods. You can see that they have no problem with the sales volume of the goods, but there are many other things behind them: for example, the return rate, the brush list and so on. The data is beautiful, but it doesn't really achieve the effect that the brand wants, sometimes it's not very easy to distinguish.

E: I feel more about this. I think some specific cases may give you a little more inspiration.

For example, in the food and beverage industry, I find that many private brands in this industry are developing rapidly, and the annual income in one or two can reach several hundred million, but there is an interesting phenomenon:

On the same scale, the brands of online food and beverage often do not have net profit, but the same category of products that make similar price segments online has a very high net profit. I have seen 20% of the unqualified, and 12%-14% after compliance. A team of twenty people, a year sales of 3 hundred million, such companies can be found everywhere.

There is a very important reason for this. Is your online brand buying oxygen or taking drugs?

For example, you buy Tmall traffic, but its traffic can be given to you, and it can be given to others very soon. So whoever buys the traffic can rush the sales volume in a short time, including Taobao, jitter, and fast hands, which are all the same logic.

So first, you have to think clearly, what do you want to save after buying the traffic? I think there are two ways:

First, like a perfect diary, buy traffic from the public domain, and then store it in the private domain traffic, so that you have the voice of traffic assignment.

The two is to do all possible channels of touch, not only to vibrate, but also to put in fast track and other channels. If you touch consumers only at one point, your distribution mechanism is still in the hands of channels.

But when you form multiple contacts, your brand is not necessarily sold in a certain field, and you have a greater say in a single field.

In addition, I suggest that you try to loiter the flow as much as possible, rather than undertake the task yourself. A lot of products are very magical. For example, we all know walnut brain, so the six walnut drinks can rise quickly, because it does not need to educate consumers again.

In addition, why does this category of snail powder appear? It is because the permeability of hot and sour powder is very high. We all know the hot and sour powder. Its core is nothing more than sour and spicy, which is more sour, spicy or more stimulating than the snail powder.

So I think it is very important to find a chance to flow from the cognitive level of consumers.

Another way to do that is to make your product as reliable as possible. For example, powder, other will be stained with powder, this will not touch, when you discuss with your girlfriends, you will pass this thing to him.

So, the first is how to get the best flow rate better, lighter and less, so you'd better rub it up; second, what can you leave after you buy it.

Net red live with goods is still in the "primary stage" of TV shopping.

F: I worked in the TV shopping industry for twelve years, and I experienced almost all the changes in the whole industry.

Over the past year, I have seen the red tape and live broadcast. I find it is a mobile version of TV shopping, but what is the difference? It is still in the primary stage of TV shopping: selling cheap and selling price.

All the anchor and net red do not study products. He only wants to price the brand and supply chain, which is very dangerous. She is a professional, selling one hundred or two hundred products a day. Does she have time to study products? Take a look and sell it by feeling.

Selling cheap can get a lot of fans, but has it brought real value to users? We used to study products every day, but we saw that some products were really bad. China has the ability to make products well. What is the difference? Poor ingenuity, poor feelings.

In the future, I feel that the net red that can be done well in China's MCN institutions will sell the functions and emotions of the products, rather than simply selling the prices and preferences of the products. This trend will be more and more perfect.

So I think there is an opportunity for Chinese consumer goods, and the channels of live goods will also be more and more standardized.

　　 What is the underlying logic of the micro marketing mechanism?

B: now the anchors are carrying goods, whether it is Li Jiaqi or Wei Ya, consumers are actually inclined to rational consumption.

On this basis, it will form a virtuous circle. When you have enough fans, you can counter the brand side, and get a profit margin from the pressure producing area. You can get more fans after you have room for profit.

But the premise of rational consumption is the need to establish the basis of trust, which may be time, or professionalism. But how should this trust relationship be confirmed and how trust is generated?

A: I have two observations. One is the consumption pattern of Li Jiaqi. You can understand that there is a certain degree of matching between people's labels and products. For example, Li Jiaqi must be selling beauty related products that match other people's products, rather than selling 3C digital.

But there is also a kind of Sanda brother, so long as you believe me, you can buy anything. I believe that using spiritual beliefs to do the transformation of goods makes people unconditionally believe you buy your stuff, which has a deeper insight into human nature.

Do you think micro business is based on personal trust? Although micro business is also called S2B2C, the trust in it is quite different from that of Li Jiaqi.

There is a complete closed loop in Li Jiaqi's commodity and mode, including his personality. But what does micro business rely on to form a closed loop? The distribution system.

You can understand the formation of a basic community. First of all, you have to have a group of people here. What will people be surrounded by one thing? It may be the same hobby, attribute, and form different communities based on different attributes.

For example, the wave of new consumption, why do we sit here today? Because we believe in the brand of wave new consumption, it has been providing content related to new consumption, and we are interested in content, so you just came.

This trust is based on my understanding of you, by constantly providing better products and services, the formation of a product brand. But this community will surely be affected by time and natural forces, and the flow will continue to be reduced.

So the next step is to make the product brand a bit higher and become an enterprise brand, so that you can make your product service have the characteristics of carrying time.

This promotion can be achieved not only by the trust that the product brings, but by constantly connecting with things that are very good for consumers to create trust.

In micro business, people do not believe in products, but through a system that enables every small agent to make money. However, when the seller sells goods, it directly crosses the stage of product brand and rises to the level of enterprise brand.

Why micro businessmen like to play a lot of exaggerated advertising, engage in PS, for example, our product is the venue of the important meeting of a certain national level, what kind of international awards our products have won, and so on.

If you haven't done enough product homework, or for the first time, you will find that this product has been linked with people and things you trust when you are making consumer decisions. For example, a big star in the country, your source of trust will shift from products to trusted labels that it wants you to trust, and then transferred to the enterprise level, and finally back to the product level.

Companies, including Japan, do not sell goods on their own, but like the government, they say that I have to solve the problems of people's health and aging. If you can convince people that you are really doing these things, then his sense of trust in the company will be increased by one dimension, so that enterprises can sell anything.

So the logo of product brand toward the development of enterprise brand is to constantly link up with tagged things in society. On this basis, you can say that my brand has the characteristics of anti time.

Once the corporate brand is formed, plus the unique management culture and rules, you are equivalent to a "religion", and "religion" is the most resistant to time.

Micro commerce is the shortcut. So the marketing of micro businesses is not about products, but about success. Why? He just wants to shift your attention from products to this mode to make money.

And once you raise business issues to ethical, moral, national and national levels, if you believe in it and join in, your sense of mission will be strong. You do not feel that you are selling goods, but you are carrying a social responsibility for the benefit of the people.

This kind of fission marketing is a very terrible mode under the condition of unity of product and effect. But the problem is that the commodities of micro businesses are generally ripening, and the strength of research and development is not deep enough. So he wants to sell the product very expensive and expensive so that the next distributor can make money to support its fission marketing.

For example, the perfect toothpaste, its cost is very low, but he dare to sell more than 20 yuan more than ten years ago, and its main function is also very strange, is a toothpaste can be used for half a year.

In fact, consumers will not buy it, because your function is not as prominent as the two needles and Colgate that I bought on the street, and the price is still expensive.

When distributing in layers, terminal agents will encounter a problem. For example, a small terminal agent entered a shipment of 40 thousand and 8, and found that he could not digest it, but he could only digest himself, but half a year, and 40 thousand and 8 of the goods would be enough for him to spend one thousand years.

So the biggest problem with this mode is that product quality is not the same. It is still the saying that if we can achieve the unity of product and effect, the energy of this mode is terrible.