【直报网2月6日讯】（中国经济网 张无）有这么一群人，天冷提醒你加衣，过节祝福你发财，甚至立春时节提醒你吃春饼，早安晚安刷不停，简直堪称朋友圈神一样的存在，当然最必不可少的属性，是夹杂在万千关怀中发布的产品广告。对于这个群体，大家想必都不陌生，他们就是微商。

CNDSN February 6th news (China Economic Net Zhang Wu) there is a group of people cold remind you to add clothing, holiday blessing you rich, even as spring season reminds you eat Chunbing, good morning good night brush does not stop, is the circle of friends as the existence of God, of course, is most essential, is published in thousands of inclusion care products advertisement. For this group, we must not strange, they are derivative.

微商并不仅仅是在朋友圈出售产品的人。微盟CEO孙涛勇表示：“广义的微商指所有在社会化媒体上展开的商务，而狭义的微商指早期通过朋友圈开店、卖货的这批人，即微小个体户代理。”由此可见，微商并不限于微信电商，一般是指以“个人”为单位，利用web3.0时代所衍生的载体渠道，将传统方式与互联网相结合，不存在区域限制，且可移动性地实现销售渠道新突破的小型个体行为。

Micro business and not just sell products in the circle of friends of the people. MSI CEO Sun Taoyong said: "derivative generalized to refer to all the expansion of media in society's business, and the derivative in the narrow sense refers to the early through the circle of friends set up shop, this group of people buying, namely small self-employed agent." Thus, derivative is not limited to WeChat electric, generally refers to a "person" as a unit, the use of vector channel derived Web3.0 era, the traditional way of combining with the Internet, does not exist the regional restrictions, small individual behavior and mobility to achieve new breakthroughs in sales channels.

微商经营模式

Micro business management mode

“只要一部手机，敷个面膜，连着WiFi，啃着西瓜，喝着冷饮，悠哉悠哉地刷刷微博，看看电视剧，分分钟接着单，钱哗哗往账户里流。时间自由，收入上不封顶。”类似的微商广告宣传层出不穷，其卖点就在于门槛低、时间短、投入少、收益高。

"As long as a mobile phone, apply a mask, even with WiFi, gnawing watermelon, drink cold drinks, carefree and leisurely brush micro-blog, have a look the television dramas, minutes and then single, money rushing into account flow. Free time, income does not cap." Emerge in an endless stream derivative advertising similar, the selling point is the low threshold, time is short, less investment, high profit.

这两年来，微商数量迅猛增长的背后，是移动互联网的飞速发展。据易观报告数据显示，2014年中国移动购物用户规模突破3亿，增长速度超过35%，高于PC购物用户25%的增长速度，移动购物的交易规模接近10万亿，增长率达到270%。同时微信的用户数已超过6.5亿，月活跃用户超过4.7亿。在如此庞大的用户人群支撑下，像当年依靠PC端的发展而呈现几何级增长的淘宝一样，微商的飞速发展也是必然。

These two years, behind the rapid growth in the number of micro business, is the rapid development of mobile internet. According to Analysys report data shows, 2014 China Mobile shopping user scale exceeded 300000000, the growth rate of more than 35%, higher than the PC shopping user growth rate of 25%, mobile shopping transaction scale close to 10 trillion, growth rate reached 270%. The number of users at the same time WeChat has more than 650000000, more than 470000000 monthly active users. In such a large user population support, as did depend on the development of PC terminal and exponentially growing Taobao, rapid development of derivative is inevitable.

但与传统电商不同的是，微商体现了浓厚的“社交”属性。不管是朋友圈、微博还是QQ等等，微商采取的是“社交+电商”的模式。这种模式充分利用社交的互动性和用户粘性，通过社交平台加强用户关联，营造熟人关系，然后销售货品。

But different from the traditional business is that the derivative reflected the strong "social attribute". Whether it is a circle of friends, Twitter or QQ and so on, derivative is taken "social + business" model. This model makes full use of social interaction and user stickiness, strengthen the user relevance through social networking platform to create and acquaintances, and then sell the goods.

除了小范围的熟人关系，或者相关的用户群之外，微商还可以采用订阅关系经营。即订阅一个公众号，建立一个微店，通过用户的关注就可以产生消费行为，也可以称作微店商。这种采取的是B2C的微商模式，即把线下店铺搬到了线上，在线上开店，销售各种商品。记者随机在微信“查找公众号”栏中输入“代理”俩字，就会发现数百个招募代理的微店，货品主要集中在化妆品、服装、奢侈品等领域。公众号的“功能介绍”一栏多出现“顶级品牌、优质货源、海外正品、XX总代理”等字样。

In addition to a small range of acquaintances, or a related group of users, derivative can also use the subscription relationship management. That is a public subscription, the establishment of a micro shop, by the user's attention can produce the consumer behavior, also called micro store. This is taking the derivative mode of B2C, which is below the line moved to online shop, online shop, selling all kinds of commodities. Reporters were in the micro letter "to find the public" enter "proxy" two words, you will find hundreds of recruitment agencies micro shop goods mainly focus on cosmetics, clothing, luxury fields. The public, "functional description" column appeared "top brands, high-quality supply, overseas authentic, XX agent" and other words.

Micro business Is it right? Disguised pyramid

据易观国际统计，目前微商从业者已达数千万人，2014年微商市场就有惊人的1500亿规模。伴随着如此巨大的市场容量，争议也随之而来。最明显的一点就是，微商究竟是新型创业还是变相传销？

According to Analysys International Statistics, at present the micro business practitioners has reached tens of millions of people, in 2014 the derivative market there is a staggering 150000000000 scale. With such a huge market capacity, the dispute also followed. The most obvious thing, derivative what is new venture or disguised pyramid schemes?

业内人士表示，微商从诞生之日起就呈现了井喷式的发展，为电商提供了一种全新的销售渠道。通过熟人口口相传，微商可以快速地累积口碑和传播品牌，同时也可以增强买卖双方，以及用户之间的交流和互动。更重要的是，经营成本和其他传统销售渠道相比可以大大降低。

The personage inside course of study expresses, derivative from the date of birth on the show a spurt of development, provides a new sales channels for business. Through acquaintances to pass from mouth to mouth, derivative can be quickly accumulated reputation and brand communication, but also can enhance both the buyer and the seller, communication and interaction between the user and the. More importantly, compared to operating costs and other traditional sales channels can be greatly reduced.

但是作为新兴的商业热点，微商迅猛发展的同时也饱受质疑。微商之所以发展迅速，形成如此大的规模，很大程度上是跟其层层代理的模式分不开的。以微商领域最火的产品之一—面膜为例。有网友留言称：“90%的微商在卖面膜，其中的90%是美白面膜。” 面膜的中间环节是总代理、一级代理、二级代理甚至可以是无限代理。厂家低成本生产面膜，设定高额的零售价，中间留出非常具有诱惑力的价格空间。总代理低价进货，一级代理加钱接手，再加价卖给二级代理，这样一层层下线发展下去。业内人士总结说：“任何一个东西作为载体都可以，只要具备三个条件：经常使用而重复购买，便于物流快递以及略有特点。”理论上说，如果可以不断发展下线，甚至没有面膜也可以。这也是人们普遍诟病微商易陷入传销圈套的原因。

But as a commercial hot emerging, at the same time, the rapid development of micro business also questioned. Micro business has developed rapidly, the formation of such a large scale, largely with the layers of agent model inseparable. In one of the most fire field derivative product mask as an example. The netizen leaves a message say: "derivative 90% sold in the mask, 90% of which is the whitening mask." The intermediate links of mask is the general agent, an agent, two agents can even be infinite agent. Manufacturers of low cost production of the film, set high retail price, the middle for very attractive prices space. The general agent of the cheap stock, an agent with money to take over, then sell two agents, layer by layer development off the assembly line on. The personage inside course of study concluded: "any one thing as a carrier can be, as long as have three conditions: often use and repeat purchase, convenient logistics express and slightly characteristics." In theory, if can continue to develop offline, even without a mask can also. This was widely criticized derivative is easy to fall into the trap of the reasons mlm.

即使微商销售的是正品，但是由于没有严格的监管手段，产品的质量也很难保障。大多数微商没有实体店，店家信息不全，消费者唯一可以凭借的只能是对卖家的“信任”和卖家的“良心”。甚至消费者买到假货后期维权也很困难。而对于卖家来说，如果一旦涉及传销，还需要面对法律的制裁。微盟CEO孙涛勇指出，野蛮生长的微商需要借公约加强自律，分销是微商发展的关键，但需要技术手段来规范。

Even if the derivative sales is genuine, but due to the lack of strict supervision means, product quality is also very difficult to guarantee. Most micro business without the entity shop, store the information incomplete, consumers can only rely on is only on the seller's "trust" and "the conscience of the seller". Even consumers buy fake later rights is also very difficult. But for the seller, if involved in pyramid schemes, also need to face legal sanctions. MSI CEO Sun Taoyong pointed out that the derivative savage growth need to borrow the Convention to strengthen self-discipline, is the distribution of micro key business development, but in need of technical means to regulate.

也有业内人士表示，毕竟有产品实物，不能用“传销”一棒子打死微商。但是移动社交电商理应建立在诚信的基础上。除了行业相关法律法规的及时出台外，微商自身的行业自律也很重要。同时，也需要相关的技术手段予以辅助补充。▲

Also the personage inside course of study expresses, after all the physical product, not killed derivative with a stick "pyramid schemes". But the mobile social networking business is supposed to be established on the basis of integrity. In addition to industry related laws and regulations, the timely introduction of the outer, micro business own self-discipline is also very important. At the same time, also need some technical means to supplement. *

（原标题：微商刷屏：是创业新宠还是变相传销？）

(original title: derivative spam: is pioneering new favorites or disguised pyramid?)

责任编辑：小申

Editor: small Shen