When doing micro-business, can you be gentle?

1. Online.

I was walking on the road alone and was in a bad mood. I wanted to check out WeChat Moments. After opening it, I flipped through a few pages and found that 80% of them were buying things, 10% were doing business, and the other 5% were posting about various meals. Hotels and tourist attractions. Well, it’s so hard to find some chicken soup for the soul. Really, in many cases I don’t need to buy anything. I just need to see what my friends are doing and find out if there is anyone who resonates with me or who can make me feel better. of chicken soup. But what happened to today’s Moments? So, I made a decision: first of all, delete all the people I don’t know who check Moments every day to buy things; secondly, if I sell things to acquaintances, I won’t look at their Moments. ;Thirdly, all remaining acquaintances or unfamiliar people who post boring things in Moments every day will also be blocked from Moments; finally, only the Moments of life-oriented and positive people will be left. Within a week after this cleanup, I found that my mood was much better and I was much more positive. What kind of environment creates what kind of people? I really understand this sentence.

2. Offline.

Last Friday, I went to the kindergarten to pick up my daughter. While I was waiting at the school gate, a parent I didn’t know very well came up to talk to me. He asked me, have you seen my circle of friends recently? There are several good new models of children's shoes. You can choose two pairs for your daughter. I promise to give you the best price. I was surprised, and then said politely: Sorry, I have too many worldly affairs and rarely pay attention to my circle of friends. I'll take a look back and contact you if it's appropriate. Maybe everyone will encounter this kind of thing, but this kind of thing is okay, and there are some even more powerful women who didn't know each other directly copied a lot of QR codes, and then handed them out one by one at the school gate, and marked them The function of QR code and the mother of a certain classmate in a certain class. After a few times, I go to school to pick up my children and usually wait far away from the crowd.

It’s not easy for everyone, please don’t hurt each other.

I support doing micro-business, but please note that WeChat is targeting acquaintance relationships. We do business to provide convenience to people. WeChat business exists to provide convenience to your acquaintances. I just want to know about us. Are the current micro-businesses doing things to provide convenience for themselves or to provide convenience for others? If not, please change careers. Your money is not picked up, so there is no need to pay it all; if so, please spread your marketing knowledge. .

We are all ordinary people. We need a normal social life, and we need a happy shopping experience. Can’t we be gentler when doing micro-business?

3. How can we make this happen? Is micro-business becoming gentle?

Online and offline, please stop browsing Moments, visiting various groups, and making all kinds of forced sales to various people. Before doing this, please understand your customers first and solve the following questions:

(1) Who are your users? Do you know who your users are? Her basic characteristics, for example: I sell For children's shoes, the children's parents must be the target customers. What are their characteristics? According to the actual survey, the first characteristic should be women. First of all, it is determined by the historical characteristics of Chinese men as outsiders and women as housekeepers; secondly, relatively speaking, in the family , mothers care more about their children than fathers, especially in children's lives, women pay more attention to details. The following characteristics: age, education level, and micro-shopping habits all require our careful analysis. Then based on the complete analysis, a basic model of the user is made. With continuous optimization of the model, the more accurate the understanding of the user is, the easier it will be to solve the following problems.

(2) Why does she want to buy this kind of product? Let’s take children’s shoes as an example. Because shoes are children’s daily necessities, children usually buy shoes when the seasons change. This is common sense.

(3) Why should she buy from you? If you go to the kindergarten gate to do market research, you will find that some children have better families and wear shoes of various famous brands, while the shoes you sell are miscellaneous brands. Just choose to give up on these people. On the contrary, if yours happens to be a famous brand, then the next thing you need to research is their purchasing channels. If most of them are specialty stores, you have to analyze what is the difference between them buying in a specialty store and buying from you? The problem to be solved is: How to make them give up buying in a specialty store and buy from you?

A few methods:

Cheap mentality: No one will be indifferent to bargains. A pair of brand shoes costs 800 in a specialty store and 700 for me;

Group effect: Yes Those parents who are very active and have an average consumption level take action to solve the problem, for example, using the above-mentioned greedy for cheap mentality to solve the problem. After getting it done, use the discounts to guide them to do a certain amount of publicity, resulting in a group effect where everyone buys from you. People in that class will be directed to you from one to the next.

Sponsoring school activities: The school holds many sports activities every year and provides some shoes as rewards. Let the school help you publicize it, there should be no problem. If the school endorses it and then allows parents to buy it, the success rate will be much higher.

(4) After purchasing, why does she still buy here next time? If she still buys from you next time, this problem is solved, and your financial freedom will be just around the corner? If it is still the above brand shoes, then your competition Still competing with specialty stores. There are two directions, the first is physical stores; the second is online stores, such as Tmall stores and JD stores. If you go to a physical store and conduct an actual investigation, it is not difficult to find out the problems and advantages in their experience; for an online store, download their negative reviews and then do statistical analysis to find out the advantages and disadvantages. Optimize and improve the advantages of both, and think about the best solutions to the disadvantages. When doing these two, pay attention to one principle, which is the 80-20 principle. Find out the 20% of core issues that affect the advantages and disadvantages of 80% of the key sales in their sales, and deal with them according to the above methods. At the same time, you should also dig deep into your strengths, especially service, and work harder. Because the current homogeneity of goods is too serious, the trend of service marketing is unstoppable. If you provide good services, you will have a personal brand (we also call it personal reputation), and they will have a reason not to choose you next time.

Understand your users and effectively solve their problems. Whether online or offline, you don’t need to force-sell your products.

You can be gentle when doing micro-business.

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