The yard is so hot, do you really understand?

I have a WeChat group, most of which are former colleagues, but we often throw out some topics in the group to discuss. I talked about the concept of "people's freight yard" yesterday. After the event, I combined my colleagues' conversation and straightened out my thoughts, which led to this article.

First, please recall, 10 years ago, how did you buy clothes? Will you go to a store, visit several stores and choose a dress you like to buy? Then the business logic before 10 years ago was field (shop or venue), goods (clothes, that is, commodities) and people (consumers). There is a shop first, then the shop buys a batch of clothes, and then consumers can go to the shop to buy clothes.

So, how to buy clothes now?

I believe many people will choose online shopping. Open a treasure and enter the attributes of the clothes you want to buy (T-shirt or shirt, long sleeve or short sleeve, etc.). ) in the search box, then a list of goods will appear, and then choose slowly. So, you first think about what kind of clothes to buy, then search in a treasure, and then choose your favorite from many goods.

So the logic of shopping now is people (consumer demand), goods (selecting goods) and market (online shopping). The online celebrity store, which is very popular recently, has made the people and goods yard the ultimate. Users can participate in the design of goods, and their own needs are directly met.

After the case is finished, talk about the theoretical content. People-goods yard originated from the new retail theory put forward by Ali, which is different from the traditional business logic. The traditional business logic is to produce a batch of goods and then sell them to consumers through various channels. People and goods yard is to seize the needs of users and provide users with suitable goods or services in specific scenarios.

From "market goods person" to "people goods yard", the basic elements remain unchanged, but the connotation, scope and channels have been upgraded.

People, people's goods yard puts people's needs first, and goods and services should be close to the inner needs of users;

Commodities meet the individual needs of users, and mass consumption gradually changes to niche consumption;

The market is no longer a real venue, but various consumption scenes, such as stores, e-commerce, mobile phones and televisions.

Back to the WeChat group chat, my colleague said that he was planning an air conditioning inspection and cleaning activity based on the theory of human cargo yard. When the weather gets warmer in April and May, the demand for car air conditioning cleaning will increase greatly, so related activities will be launched. So, how to make good use of the theory of "people and goods yard"?

First of all, we must distinguish users. This activity is not aimed at all users, but users who really need to do air conditioning cleaning. Secondly, air-conditioning cleaning services can be packaged with other services, such as air-conditioning cleaning+car washing, air-conditioning cleaning+waxing, air-conditioning cleaning+replacement of air-conditioning filter elements ... this can meet the diverse needs of different users. As for the scene, the posting of store posters, the display of APP pages, etc. Can build a consumption scene.

The above is just my rough understanding. As long as you know the nature of people's freight yards, you can apply them flexibly to your work.