9 core issues about the future of merchants——Small and beautiful

　　You may have seen this small and beautiful, but what is small and what is beauty? Small does not mean that I have few people or small scales, but also a large share of the market in the segmented market. So what is the definition of beauty? The most important thing is to satisfy customers, so that customers feel very happy from the process to the results to the follow-up service and participation, with good quality and high prices.

　　Four categories of small and beautiful

　　These two combinations can give birth to four categories, namely human beauty, O2O, fragmented innovation, and personalization.

　　1. The value of human beauty lies in added value. Many people think that price is king in the market, but in fact, this is not the case. Now consumers need more recognition of your added value. As long as you can do this, you can be small and beautiful.

　　2. O2O is an online integrated data implementation offline.

　　3. Fragmented innovation is to find out the aspects they have not involved from big brands, and extract the share of this part to do it yourself.

　　4. Personalization is that after we extract the market and make added value and correlation, the original market is very traditional and consumers' requirements are from both parties.

　　Small and beautiful is just a possibility, not everyone is suitable for doing it. What Xiao and Mei actually does is to segment and then segment. You have to think about your real value, whether you provide added value to customers or integrate the industrial chain, these are all OK. Brands are also a kind of added value. This added value can be people or other customized needs, and these are added value.

　　Added value is the core of small and beautiful

　　Is it really only the price in this market? You need to consider how to give added value outside of the price of the product. Added value requires others to recognize you. Each store will have its own added value. You can classify those who recognize your added value. These stores can unite and empower your benefits.

　　The core of my summary of small and beautiful is added value, but how to do added value needs to be studied together. Added value can be extended a lot, such as crowd recognition, which can enable us to do joint marketing. This year, joint marketing will definitely become our mainstream method, including whether it is Taobao's category tools or various joint marketing tools. Because Taobao will gradually withdraw from the decision-making market and let sellers make decisions, you need to learn how to join forces.

　　9 core issues of small and beautiful

　　If you have any questions, please discuss them.

　　Member 1: I would like to ask whether the joint group event is organized by Taobao or we organize it ourselves.

　　Ningtian: What I just said is that Taobao will gradually withdraw from this relationship and open up its rights. In fact, the waiter is not clear about all categories. You can lead or join other people's organizations by yourself.

　　Member 2: Hello, we are making cashmere. You just said that it is small and beautiful. My understanding is that we can take the route of personalized customization. We are already prepared offline. Will there be some related functions online, such as whether there will be some category functions when publishing such personalized customization treasures.

　　Ningtian: In fact, Taobao has gradually begun to ship contracts, and is also being discussed, including delivery time and the responsibilities of both parties, which are decided by both parties. You may want to say whether Taobao will have some guiding activities. Taobao will give these rights to merchants and let the merchants guide themselves. You can find merchants yourself and combine them to do some appropriate advertising.

　　The waiter had great power before, and his rights would gradually weaken in the future. Merchants should meet the needs of consumers. Taobao will have a platform to help you. When you can grasp these connections, you can firmly grasp the consumers in your hands. The original approach was to do categories, but now this is far from enough for consumers. Consumers' needs are becoming more and more diverse. The well-known difference between Taobao markets and malls and JD.com is here. The markets can be personalized, but other platforms cannot do it.

　　Member 3: Hello, I am from Guangdong and I am a man-made clothing. I would like to ask what Taobao is small and beautiful. In the past, Taobao traffic was all derived from natural search or popularity. That is, I need to have scale to have traffic support. Consumers have a deep concept of making hot products. Consumers may search for traffic rankings to buy. We have to be in the top few categories to have opportunities. If I want to be small and beautiful but I don’t have such considerable sales, how can I get traffic?

　　Ningtian: The questions you mentioned are very involved, so do you know where your added value is when you are small and beautiful? Do you understand the user base that your added value can bring? In the future, Taobao search will only become one of the ways. You need to firmly grasp the user group brought by your added value. These user groups are your reputation value, and these user groups will bring you more users. The practices you just mentioned are all conventional practices, and they all exist, but if you want to say whether they can be fully integrated, there will be no such fusion now. These are two ways of thinking.

　　Member 4: Hello teacher, Taobao has been vigorously promoting small but beautiful. So I would like to ask where Taobao’s support for small but beautiful?

　　Ningtian: I know this question will arise sooner or later. You will want to ask how Taobao will give Xiao Ermei a slant. Taobao will provide corresponding support to small and beautiful on many platforms. Similarly, we can see that there are many activities in the category now. It will give many locations to some joint marketing merchants. After these merchants organize their own style, they can participate in these categories activities. This is a kind of support. What is the support Taobao hopes for? It is to face these traffic together after everyone joins together. We cannot make a complete inclination of traffic. There will be problems with the complete inclination. How to identify small and beautiful is determined by consumers. Your own small and beautiful consumer group, your loyal users are the source of your reputation, and these reputations are where you bring new users.

　　Member 5: Hello, I am from Wangshi Aquatic Products in Hangzhou. Our store is very special. We sell seasonal products, with three seasons of products a year. The double million mentioned earlier is for small and medium-sized sellers. Now, small and Mei does not have these restrictions. Taobao is divided into 25 departments in March. There may not be any changes in traffic during that period. The 25 departments have just been established and need an adaptation period. It may not be possible that Xiao and Mei itself does not know how to complete the indicator positioning. There may be certain directional goals in half a year. At that time, you will find that the traffic distribution is somewhat obvious and will not be as concentrated as the ones gather now. So I would like to ask whether the small and Mei of Double Million and everyone have changed or upgraded in the sense of small and Mei?

　　Ningtian: These two concepts do not conflict, but are actually integrated together. You just said that some large merchants do not have strong advantages in this regard. Large stores will turn slowly, but in this kind of change, you need to be fast, you must have your own characteristics, and the added value that everyone can bring is different. If small and medium-sized merchants do not have their own particularity, they will face many market shocks.

　　Member 5: The concept of small and beautiful that we implement is to make good use of your average customer price, your return rate, and your conversion rate. Then, are you also beautiful if you are not beautiful?

　　Ningtian: I don’t think books are the most credible. In my understanding, the average customer price of this store may not be high, but its users are very strict. Every loyal user likes it very much and is willing to help it spread. In fact, this is a value far beyond the value that data can bring. All your data is very high, but you don’t have strong adhesion, no fan circle, and no outstanding added value. It is not enough for you to rely on data alone.

　　Member 6: I am a seller who makes silk scarves from Yiwu. I have been thinking about small and beautiful for a long time and have some ideas about my own store. The added value is small and beautiful core. I agree with our store. Our store is also doing things about this aspect. We improve the user experience, but the adhesion of this added value is not very high, because others imitate it very quickly. I want to know how I can find some stores with added value that are well made for my reference and learning. I know very well what I do in my own category, but Taobao is a big platform. I don’t know how to find stores with good value added value to learn to make our added value more innovative?

　　Ningtian: In my opinion, if you learn from the added value from plagiarism, it will not be a core added value. Your core added value must be your own well-known characteristics. If your own characteristics can be recognized by consumers, you must understand what your well-known value is. The customer experience you are talking about is an added value, but not a core added value. The added value you need is something that the customer can agree with. What you agree with is your thoughts and the concepts you want to convey, and if he really believes in you very much, your customers will be glued. You can first do customer research to figure out why customers like your store, what they like, and what are the reasons why users who don’t like your store, so that you can get your added value. What we end up looking at is consumers, not between merchants.

　　Member 7: I want to know that customers from other merchants purchase anonymously, so how can I investigate them?

　　Ningtian: You can first look at the places covered by his fans, such as Weibo, backyard, and gangs. He must have places that cover fans to convey information, and these places are often not anonymous.

　　Member 8: You just said that the waiter will gradually withdraw from the event. Can we, the football sellers, spend money to buy a page? It is equivalent to doing an event? But there will be a problem. I didn’t need to spend money to get benefits when participating in the event before, but now I may have invested tens of thousands of dollars but the income is even less. The official activities organized by us may not be effective if we do it ourselves.

　　Ningtian: As far as I know, there will be tools from the former waiter in the category in the future. The advertising space he originally placed will be opened, and the seller will choose whether to place this one. There will be competitors, but some of the subsequent data will be disclosed. As for my money being invested, the page has also been launched. Does it mean that I can make 100% money? No one can say that I can do it 100%. Why can't you integrate your user base? It's a big free channel for attracting your own traffic. It is not only necessary to choose advertising, but to circulate the entire user base. This is the well-known value and the permanent value that alliance should bring.

　　Member 9: I sell purple clay teapots. We are a relatively small category. Our average customer price is between 200 and 300, and the homogeneity is also serious. We started operating this product last year. This year, our thinking changed. We want to popularize purple clay knowledge and ask the teacher to give us some advice on how to get out of the small and beautiful path in our situation.

　　Ningtian: This problem is a bit big. If you want to be the disseminator of your industrial knowledge, you hope to create the purple clay culture. If your industry has accumulated, you should know what customers who like purple clay teapots will like. Then we will look for such merchants and we can spread it together. You can do it alone, such as Weibo, but it can also be done by joining similar merchants, which may be faster. But you need to understand what your customer base really wants.

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