△ Add friend and note "inspection" to register. Writing about WeChat business today might seem a bit untimely. After all, WeChat business started developing six years ago; and from the perspective of its so-called "bonus" period, the era of making easy money with eyes closed seems to have passed. But interestingly, I believe this is precisely the turning point where WeChat business becomes an important marketing channel. After all, the WeChat business environment in the past was "too chaotic," much like the era of crazy coin offerings during the blockchain hype. Why did we "normal people" have negative views about WeChat business in the past? Because the WeChat business circle was indeed chaotic, with many operations resembling pyramid schemes. Most agents at the top of the food chain made money by recruiting heads. Even when they created products, they often used aggressive promotion, celebrity endorsements, and other tactics to trick lower-level agents into joining, then profited by forcing inventory on them for short-term gains. Once they had squeezed enough, they would create a new product and repeat the process. Years ago, I firmly believed that such scams would not last long or exist on a large scale, because what is reasonable lasts, and what is win-win grows. However, I seemed to underestimate China's population base. Due to the huge population, even if the proportion of "leeks" (easy targets) is not high, the absolute number is large. So some WeChat businesses are still harvesting leeks today. But overall, pure head-hunting WeChat businesses are gradually decreasing, while those genuinely aiming for long-term business are increasing. When I started my business in 2016, I firmly refused WeChat business clients. But this year, I have started to engage with WeChat business teams that have good products and reputations, and I am currently serving two WeChat business clients. Why this change? There are several reasons. First, the pure head-hunting and leek-harvesting model is increasingly recognized, making deception harder. From a cost-benefit perspective, fewer people are doing it. Although this model will still exist, like the "Hong Kong rich lady seeking sperm donor" scam on Beijing streets, it will generally decline. Every industry has scams: restaurants have "store-making" scams, milk tea has franchise scams, finance has deposit-taking scams. We cannot deny the entire industry just because some fraudulent groups still exist in WeChat business. Second, some early WeChat businesses, after earning enough money, have satisfied their pursuit of huge wealth and are willing to "wash themselves clean" and do legitimate business with good products. Although their backgrounds may not be glorious, it is better than continuing to deceive. Third, some WeChat businesses have indeed discovered that if the product is good enough and customer repurchase rates are high, it is an excellent marketing channel. Of course, doing business properly with good products and sustainable operations is a better choice, as it is more long-lasting and sustainable. Fourth, national authorities and WeChat's environment have become stricter and more regulated. Ordinary people are gradually developing the vigilance of "Chaoyang residents" (vigilant citizens), so fraudulent WeChat businesses are decreasing. Why do I suggest everyone pay attention to WeChat business? Because I believe the next two disruptive marketing channels may be WeChat business and community commerce. Compared to marketing channels with decades or centuries of history, this is a major channel adjustment. Here are some references: First, the direct selling market, which has developed in China for over 20 years, has a total scale of only 300 billion yuan, while the WeChat business market, with only 6 years of development, has exceeded 500 billion yuan (there is no precise statistic for WeChat business market size; this data comes from the 2017 China Electronic Commerce Association WeChat Business Committee). Second, well-known traditional enterprises like Mengniu, Tongrentang, Midea, and Haier have started to engage with and establish WeChat business platforms. Third, the well-known advertising and strategic consulting firm Hua & Hua recently took on the client Yunji, a social e-commerce platform. During the past Singles' Day "Global Selection Carnival Week," Yunji sold 2.6 billion yuan in sales, including products from well-known international brands such as Dyson, Philips, Apple, and Swarovski. Fourth, Meiri Yitao, a food social e-commerce platform incubated by MissFresh, is developing extremely rapidly. (But I am not recommending it as a testimonial, because I think the platform's early development still involved some rough practices and may not be very standardized.) My clients and some friends in the WeChat business circle have expressed similar views: Why is it that almost all WeChat business practitioners come from the bottom of society with low starting points, yet they have created such a large market in recent years? It is definitely not because these people are smart or capable, but because the system is more advanced. A weak modern person with a pistol can instantly kill a fierce warrior from the cold weapon era. Why do I say WeChat business and community e-commerce are more advanced channels? 1. WeChat business agents are also consumers, with huge purchasing power, which is fundamentally different from past channels. Currently, the larger WeChat business teams in China can have hundreds of thousands of agents. These agents are not only distribution channels but also consumers of the products. One of my WeChat business clients started selling skincare products last year. Just by using their own agent team, they achieved monthly sales of over 10 million yuan. This year, they are updating their somewhat outdated packaging and preparing to expand sales. 2. Promoting a product through WeChat business channels has very low testing costs, avoiding the problem of companies investing heavily in R&D, advertising, and distribution, only to fail to sell. Because many agents are connected to headquarters via WeChat, research and testing of new products can be done quickly. Moreover, these agents are also consumers, and they can vote with their money, making testing more accurate. 3. WeChat business channels can secure a baseline sales volume without the need for massive advertising, as in the past. It can be obtained all at once. By first selling goods to make money, then investing in advertising to expand, the operational path of WeChat business channels is something marketers in the past could never have dreamed of. This view was told to me by a former subordinate of Shi Yuzhu, now a WeChat business entrepreneur. 4. Community e-commerce can determine purchase intentions first, then procure or produce, completely avoiding the risk of inventory backlog. For example, most of our household daily necessities are now purchased through the community's mother group and foodie group. 5. Currently, media that can provide massive concentrated exposure is becoming rarer and more expensive. This is also why no particularly large new consumer brands have emerged in recent years (think about when super FMCG brands like Master Kong, Wahaha, Shuanghui, Nongfu Spring, Wanglaoji, and Extra were born). Because the old model of heavy advertising and extensive distribution is gradually losing effectiveness. Future product brands are likely to be niche brands built on communities and channels, with consumer groups of millions, hundreds of thousands, or even tens of thousands as the main customers. WeChat business is the marketing successor in this trend. In essence, WeChat business is not a group, but a new marketing model and channel, a more efficient way to promote and sell. Even though it has been labeled negatively in the past, it has not been killed by public opinion. Instead, as it becomes more standardized, it is showing stronger vitality. Once it demonstrates its developed marketing muscles to the outside world, capital, industries, and practitioners will be attracted, completing a leap for WeChat business itself. Although I do not know exactly when this will happen, I believe this change is imminent. The WeChat business system itself also has many issues to be solved and improved. When more players join this system, it will, like the e-commerce ecosystem of the past, become more specialized and flourish. Everything is accelerating. Can we afford to slow down? (Still, be careful not to be fooled. A simple test to check if a WeChat business has a conscience is whether they accept returns.) Source: Xiaomasong (ID: xiaomasong999) The 10th B-end E-commerce Inspection -- "From Product to Scenario" Activity Time: December 10-13 Activity Locations: Wuhu, Nanjing, Changsha Activity Schedule:

Morning of Dec 10: Visit Three Squirrels headquarters + snack store

Afternoon of Dec 10: Visit Nanjing Squirrel small store

Evening of Dec 10: Visit Nanjing Master Gao Beer Workshop

All day Dec 11: Nanjing-Changsha, or free arrangement

Morning of Dec 12: Community group buying exchange salon

Afternoon of Dec 12: Koala Selection Hero League launch event

Evening of Dec 12 to early morning of Dec 13: Field visit to Koala Selection logistics center -- This time period is the peak sorting period in the warehouse, allowing direct observation and learning of the backend operation process of community group buying e-commerce Interested distributor friends are welcome to join us for understanding and field inspection: Organization Forms

  1. Expert exchange salon
  2. Company visits
  3. On-site explanations
  4. One-on-one exchanges
  5. Actual market case visits Friends who want to participate If you are interested in a specific day's content, you can register separately Long press this QR code or click "Read Original" to register! When adding friends, please indicate your purpose. -END-