Suggested crowd: junior players who are preparing or engaging in community amoy, big bosses don't have to waste time.
Note: The "community Taobao" mentioned in this article refers to the refined billing Taobao of WeChat community, which is used to distinguish between agent, rebate, qq group and content Taobao.
The following is divided into three parts: 1, why do you do this; 2. Why give up; 3, how to go next.
First of all, why did I decide to be a community?
First, it is simple and easy to use and copy. (practical)
Second, there is no risk, it can be big and sustainable. (safety, accumulation, scale)
Third, contact the terminal to realize the private domain. (Maximizing profits and realizing diversification)
I believe you can list a lot, and different people and different stages have different reasons for choosing. Compared with the traditional industry, its simplicity, high output, quick recovery, low risk, its education cost, its stability and everything are the reasons why millions of active amoy customers choose it, so I won't go into details.
Second, focus on the second part, why I decided to temporarily give up being a community.
I believe there are many profitable projects in the world. If you have to be serious, there is nothing you can't do. Take myself as an example, I have worked as a doctor, direct selling, business, housekeeping, construction site, cleaning, financial management, investment, joined the Internet on 20 16, worked as a community, opened a store group, trained, sold software, recruited an agent, and finally returned to direct selling, and my dream has always been to sit at home.
If you think I am the kind of person who is fickle, has tasted a little sweetness, has not been tortured by traditional industries, and is impetuous and does not know how to suffer, I have nothing to say. Say a few numbers. I studied medicine in the hospital for five years and less than one year, but I have read books on medicine and nutrition for ten years, and I am still reading. Ann Tao climbed the stairs to vomit blood, and she still had the mind to read medical books and listen to nutrition classes in the middle of the night. It took me about ten years to enter the direct selling industry in 2008, and it took 18 to clean up the last batch of goods. After losing hundreds of thousands a year, you still lose money and don't make money. In the first five years, I went to 300 parties in 365 days, almost every meeting will come, rain or shine (regular offline meetings every Monday to Friday night, family gatherings every 246 nights, 2-3 hours each time, going out several times a month) to do finance, open six branches a month, and travel to three or four counties for two or three meals a day. It is not hard to exchange money for money to buy a living; Playing investment, following a group of old players to inspect every day, losing millions a month, either asking for debts, or on the way to asking for debts, a pile of expired contracts can't be burned out is a lesson; Being a shop group, pulling the internet, starting a company, selling software, testing, making a brand, making an APP, pushing the land, and taking the general manager can be said to have never been implemented-being a peanut, not making money for three years, still insisting stupidly, and leaving the agency, remembering is an unspeakable pain, and it is in a hurry. None of the steps are intentional, and none of them are for the sake of greatness.
Come back, I just want to tell you that I'm not talking on paper, I'm just imagining. At a certain stage, the community is cautious!
1, especially the newcomer Xiaobai;
2. Individual Taobao customers are transformed by agency or rebate mode, with no team and weak capital budget;
3. Small Taobao customers with low commission (within 50,000 for reference) or lack of other sources of income are preparing to make their communities bigger;
4. Others are ready to join the customer community, but lack some or all of the following factors:
Low-cost traffic acquisition ability, reliable traffic purchase channels, certain financial strength, community operation transformation ability, product selection ability, single meat resources without investment, necessary peer resistance strategies such as rebate, agency and other fan acceptance measures, and diversified liquidity.
5. Non-strength players who want to make quick money but are unwilling and unable to re-invest on a large scale in batches, one is the mentality problem, and the other is the ability problem.
First, understand a concept. The essence of business is a technology. Like all technologies, its underlying logic is composed of one basic module after another. For example, learning to drive is composed of four subjects, dozens of specific action steps and hundreds of cognitive points. There is an observation period in the straight line, which includes changing the warehouse, climbing, adding and subtracting files, turning around, and finally walking on the road from shallow to deep; For example, martial arts, no matter how awesome martial arts are, are finally dismantled into several simple and simple steps, such as boxing, palm, foot, walking, exerting strength and so on; The same is true of learning to sing, such as music score, vocalization, voice level, tone sandhi, rhythm and so on. Similarly, being a Taobao customer also has its underlying logic, namely, flow, transformation, product selection, operation, first order, fission, repurchase, retention and so on. The topic that everyone talks about every day. These basic elements constitute the core of distinguishing master Xiaobai.
Then let's disassemble them one by one:
1, flow
There are three abilities here,
First, being rich and willful is over. Buy buy buys, realizes, realizes, as long as it doesn't lose money, it makes money, calculates the production cycle and continues to reinvest. At this time, the community has become an investment target and an asset, and the effect is far better than most wealth management products. Many little-known invisible bosses in the circle quickly climbed to the top and entered the fast lane through this move.
Second, the technology is large, exclusive drainage, self-produced and self-sold. Laughing at low forces us to worry about traffic. If there is too much traffic, we can't digest it and can't sell it. Compared with the first one, the traffic cost is close to zero anyway, and the back end is arbitrary. If you send a bill violently, it's over. Who has time to talk to you in detail?
Third, fission maniac, give me a fulcrum, I can move the earth. I've really seen this kind of awesome. Don't buy powder, don't drain, and rely on the girlfriends of relatives and friends to divide into dozens of groups. They got the essence of fission, that is, users are behind them. Especially the agency system, the core is nothing more than a word, looking for agents among users, digging users behind agents, countless descendants.
Ok, compare yourself. Which of the above categories do you belong to? No traffic, nothing. This is a hurdle that the Internet can't bypass. Absolutely, the traffic is awesome, everything is not a problem, the traffic is not good, everything is a problem. Take myself for example, I added a lot of bosses to pick flowers, and the products were all selected. The group talked nonsense, but I still won't place an order, because it doesn't make sense to have three melons and two dates. Big bosses can repeatedly test for the increase of 1%, because the volume is large enough, and the increase of 1% is more than your stock, so it is most important to recognize yourself.
2. Select products
When the flow is over, the product is selected. Before the traffic reaches a certain scale, product selection is insensitive, which is also my current state-product selection is useless. But as long as you are the big boss and you pay for the traffic, it is particularly important to choose products. Every advertising space is money, so don't mess around. You might say, aren't those parameters just sales volume, evaluation, dynamic rating, store level and so on? But when you took pains to choose an afternoon, looking forward to opening the backstage of the alliance, you found that the moment when reality appeared in off the charts was so realistic, and suddenly you were confused, damn it, it didn't seem that simple!
Yes, if it were that simple, those who sell goods in WeChat business would not change products again and again. Products are the core of business. You can find books about product selection by intuition. You can apply for a product manager. I remember a big boss said that his company recorded all the explosions pushed by Taobao customers in recent years, and compiled them into a book according to category, brand, historical price, commission and order quantity, requiring the product selection department to know by heart, so that once you see a product in the group, you can quickly know whether it is worth pushing, whether it is the lowest price, what kinds of similar substitutes are available and how much commission it is, and you can make a decision quickly. If you are an individual amoy, or a newly established or newly transformed company, you may not have heard of it, and you simply can't understand the logic behind people's explosive bills, which businesses are closely related to them, how people's free bills came from, and how much they spent. You can enter the collection group for free. Do you think you are taking advantage or acting as a free distributor?
Yes, many businesses have established their own communities, and there are fewer and fewer meat lists. I remember when the inspection just came out, down jackets were given to you free of charge, and how many inspection places were attached. At present, the free list of 0. 1 has only one mobile phone stand and several unknown masks.
Expert hands, be ruthless!
Rookie, you're crazy. You're wasting bullets. You don't even have bullets.
Step 3 operate
I didn't know what operation was until I met a big shot. Until I read some tables, those detailed data, precise division of labor and strict implementation system made me have the boss's perspective for the first time in recent years, yes, it is the boss's perspective, and look at the community I run from a holistic and macro perspective. It's like practicing "Ma Bu" for a long time, and you finally see a complete set of boxing methods, connecting those subdivided steps in series into a set of implementation schemes, and all your efforts revolve around this. Finally, you see the water slowly flowing out of the pipe, and a whole set of money-making techniques is presented, accurate and perfect.
However, even if you study subject three, once you are on the road, there will still be many mistakes. Operation is like a novice on the road, controlling a hundred communities, just like driving a car. Even if you master all the skills and speak clearly, it will take a long running-in period to reach the state of integration and familiarity of people and vehicles, and there is still a high probability that you will fall into gear, stall, lose powder and die. What's more, how many amoy customers have been systematically trained in subjects 1 to 4, and have been trained in basic steps such as drainage, product selection, copywriting, operation, transformation, fission and retention before starting to run the community?
Don't think I make a mountain out of a molehill. This is the only way to become a master. Sooner or later, I will make up for the class I missed! Either take the initiative to make up, or help you get it back in terms of output.
Of course, all the steps are interactive, and sufficient flow and good product selection can reduce the pressure of operation; Proper operation of selected products can also improve the efficiency of traffic utilization. But often newcomers are also lacking in one way or another. If you make a rebate, it is basically enough to do a good job of traffic, which does not involve the choice of products and is much easier to operate. Just manage the number. If you do the agency mode, you only need to do the education and training of agents, which is actually an operation. Relatively speaking, others can be completed by self-fission and self-purchase. To become a community, you must be an all-around player. This is my simple understanding.
4. Fission
In fact, each plate can write an article separately, and there are many subdivision factors, including fission. In 20 16, I randomly pulled a group of precious mothers, twenty or thirty people, and divided them into two accurate full groups in two days. More than half of the orders were placed, and only 30 people were given gifts of 30 to 40. There are almost no wool and peers who make trouble. It is pure and beautiful. In 2020, five years, the industry was in chaos. To tell the truth, if I were Xiao Bai, I wouldn't want to watch the bosses discuss the F number, the cost of feeding powder, and the bombing of the ball to kill people every day. Of course, every industry has problems, but it also reflects the current situation of Taobao customers. If you can make money, either you have made a fortune in the past or you have something extraordinary, this is definitely not the ordinary method of ordinary people.
Take the fiery mass fission now, 200 people, free gifts can be full of fission, which is not bad. It is normal to spend money, and it is not without dissatisfaction, even if it drops to 100 people. Fission is to reduce the cost of traffic, but many of them are doing it, so it is better to buy it directly, including time and labor costs.
5. keep it
Finally, talk about retention. I think one is service and the other is value. Together, they constitute the brand. In the era of stock, retaining users in the future must rely on brands, that is, who users can finally remember in many communities. Your impression of you determines your life cycle. Behind the brand, it depends on strength.
A great brand is a service beyond service and a value beyond value.
At present, the whole industry and communities are dominated by retail investors, similar to the domestic stock market, with low brand concentration. The only function of a large number of zombie communities is to distribute traffic, which is seriously homogenized. Either I copy you, you copy me, or we copy others together.
For services other than services, on the one hand, we should return to shopping guide, that is, the question of "what to buy". This situation alone can lead to many problems, such as publicity methods, product stacking, fine push inspection, gathering pages, or punching inspection, allowing users to participate, or introducing new methods such as live broadcast; On the other hand, why buy yours, which is the user experience. You can imagine that you are a shopping mall. How can you build your own brand? People will have services such as "There are no fakes here", "All brands here", "Three guarantees here" and "My little sister speaks well here". I have heard many Taoist priests say that we are just porters of coupons, and we should ask the seller for any after-sales problems. It's like if you are a shopping mall and you talk to the manufacturer instead of me, it's useless to have a receipt. As long as you have a share, you have a corresponding responsibility, which is generally impossible for small amoy customers at present.
Besides the value of value, do these people have other needs, such as a sense of belonging, a sense of accomplishment, social needs, business cooperation needs and so on? For example, in my previous community, I tried to talk about some topics of health care and children's education. In fact, many users like it, but this is only the 1.0 version. Can it be decentralized to screen out opinion leaders in a certain field for users?
Sometimes when I go to watch a ball game, I think, what is a circle, what is a community, between players, between teammates on the field and between friends off the field. Buyers are actually a group of people with common interests. If they are isolated from each other, they cannot be called communities. They will die sooner or later.
Well, I won't go into details in other chapters. Let me sum up the reasons why I decided to temporarily give up community self-employment:
First of all, there is a traffic jam. Transportation costs are rising. I have no money, no drainage technology, and I am not good at fission. To be exact, I either buy powder, plus the cost of free red envelopes. A fan may cost ten dollars and need a strong back-end liquidity. Judging from the general situation of novices at present, the output per unit area is not bad. It will take nearly two months, plus Taobao's return period. Are you willing to wait for nearly three months? The point is, even after three months, if the capital comes back, it is not certain whether the community can remain active. There is a high probability that the money will be back, and the regiment is almost dead. After practicing all the skills, it is not you who make money, but people who think for themselves; Then drain yourself. Simply put, even if you spend time and energy to learn a technology, you may not be able to afford it, not to mention the threshold needed for drainage, whether there are people to bring it, the resources to be prepared, how long your method can be used, and so on. Let's split up and go back to the beginning of that strange circle. When you find that everything is not as easy as you think, it is easy to see other mountains. A few months later, the result proved mercilessly that you still have no traffic and you still can't do it.
Second, it is stuck in the choice.
I still know my level. My young sisters basically don't buy anything I like. I'm not a shopper. The so-called crowd portrait, accurate selection of products, hehe, when you don't have a great team, you know that choosing products is purely a lie to yourself, especially because your traffic is not good, and you don't even have the mind to choose products, let alone recruit people.
Third, the card is transformed in operation.
Well, even if there is no problem with the flow of your products, it doesn't mean that you will place orders, and you will continue to place orders. As I said before, even if you learn to drive, it doesn't mean you can take part in the race on the highway. Look at the skilled operators and the data sheets. If you are dizzy like me, it is estimated that it is difficult to go too far on the road of refinement. Of course, it is best for individuals to run several groups and live a small life. Let's not talk about the two premises of amplification, either the company team or the neglect of refinement.
Fourth, keep the card after repurchase.
Users are chasing brands. Whoever has great strength can follow them. If you have no strength, you can also make a small IP. The key is to be big, to be big and to have a brand. For the simplest example, you can't even unify the most basic copy format. You have to go to Taobao to make a poster. You have no feelings, no pressure, no service, no division of labor, so there is no innovation. The only value is moving. So if there are three or five free tickets every day, there is only one product every day? What users want is never a few dispensable free tickets. Besides, as you know, you can't send too much, too long or too good, and no one is stupid.
Fifth, sixth, I won't write. Actually, I'm stuck everywhere.
This is my personal situation and does not represent anyone. If you think you are talking about yourself, you should be more cautious. Breeding is likely to lose money, let alone scouring customers. The most important thing is that I have been a Taobao customer for so long and found several outstanding problems. One is to ignore health, sit for a long time, stay up late, overuse eyes, long-term radiation, long-term bow, etc. Of course, this is a common problem of internet people, and Taobao seems to be even worse; There is another one, regardless of home, full of traffic, sending bills, the man forgot to go home, and the woman forgot to bring the baby. Haha, it seems that the original intention of taobao guest is to take care of the family, but I forgot when I did it. Taoke is the most diligent nation I have ever seen, more diligent than migrant workers. Physical fatigue, mental fatigue, psychological fatigue, everywhere!
Third, finally, briefly talk about the follow-up plan.
On the one hand, Taobao is still a good industry, especially on the Internet. It is a rare, regular and lasting project that can make people precipitate for ten years. Therefore, I'm not going to leave. Stop and want to practice martial arts. I'd rather close my door and practice instead of hitting everyone and getting hurt repeatedly. First, practice basic skills firmly, and slow is fast. It's still wrong to repeat the wrong action ten thousand times. Some movements are easy to learn and learn while doing, such as fission, while others are difficult to learn. It is comprehensive ability, such as community operation;
On the other hand, Taobao is a business that relies too much on traffic, and it can only win by scale, and personal blasting is slightly insufficient. In addition to Taoke, there is a vast world where individuals can move around relatively. The road should be wider and wider, and detours are not necessarily late.
So, don't be misled by the title. It's just an individual, it's just a stage, and it's just self-employment for the community. Many things need to be tempered.
It's 5700 words, which is my humble opinion. Private discussion is welcome. I always like to jump out of the industry to see the industry and find the law in failure. In 2020, everyone is turning to the community. At this time, we need to hear different voices. At the end of the year, there will be a group of large whales that depend on the community, and there will also be small shrimps choked by this flood. What kind of person are you? You can compare your basic skills, which are not solid. Making money is a technical job and there are rules to follow. As long as you abide by the law, put your actions in place and keep polishing and practicing, you will have a bright future.
Thanks to my peers and predecessors who accompanied and guided me all the way. The counterattack was unsuccessful, and Taobao still needs to work hard! Come on together!