CNDSN February 16th news (Xinhua) since last year, the "pat micro shop", "V store" micro shop platform such as bamboo shoots after a spring rain like emerge, become the new darling of derivative business industry. The industry said, "the circle of friends to sell" original mode of death is imminent, the third party micro store platform is represent the general trend micro business development, but the micro business want to become "the next Taobao", are still faced with lack of credit customer service system, flow and lack of development obstacles.

电商巨头纷纷抢滩微商

Electric business giants have vied for derivative

近日，微商领域迎来一个“大玩家”。由新东方教育集团董事长俞敏洪和中国PE行业投资人盛希泰创立的天使基金“洪泰基金”投资了一家名为“大V店”的微商平台。“洪泰基金”成立后的“处女投”，在游戏规则尚未完善的微商界引起轩然大波。

Recently, micro business field to usher in a "big game player". By the New Oriental Education Group Chairman Yu Minhong and China PE industry investor Sheng Xitai founded the angel fund "Hong Tai Investment Fund" a "big V shop" micro business platform. "Hong Tai fund" after the establishment of the "virgin cast", micro business has yet to perfect the rules of the game caused a great disturbance.

“大V店”的出现是微商蓬勃发展的一个缩影。去年以来，微店平台如雨后春笋般不断涌现，已然成为电子商务行业的“新宠”。自去年10月，口袋购物宣布获得C轮融资3.5亿美元开始，各类基于微信的微店平台就成了炙手可热的投资项目，不断有第三方微店平台宣布获得额度不菲的融资。

"Big V shop" is a microcosm of the micro business booming. Since last year, such as bamboo shoots after a spring rain like micro shop platform emerging e-commerce industry, has become the new darling "". Since last October, pocket shopping declared the winner of C wheel financing $350000000 began, all kinds of micro shop platform based on WeChat has become a hot investment projects, continue to have third party micro store platform declared to be expensive financing amount.

不仅如此，各路电商巨头也纷纷抢滩布局。例如，吸收了腾讯电商业务的京东，正在继续对“去中心化”电商的探索，其中包括京东微店，以及独立子公司拍拍的“拍拍微店”。

Not only that, various electric business giants also have vied for layout. For example, the absorption of Tencent electric business Jingdong, is continuing to explore on "to the center" business, including Jingdong micro shop, and patted the independent subsidiary to pat "micro shop".

中国电子商务研究中心数据显示，截至2014年上半年，全国电子商务交易额就已达5.85万亿元。然而，电子商务领域也面临着同质化、价格战、频繁造节等发展瓶颈。同时，尽管移动社交已成为人们日常应用的重要场景，却一直没能形成清晰的盈利模式。

China e-commerce research center data display, as of the first half of 2014, the national e-commerce transaction volume has amounted to 5.85 yuan. However, the field of electronic commerce is also faced with homogenization, the price war, frequently made the festival development bottleneck. At the same time, although the mobile social networking has become an important scene of people's daily applications, but has not been able to form a clear profit model.

朋友圈卖货已穷途末路

Circle of friends has go into a cul-de-sac sellers

“微商已迎来重要的发展机遇，‘下一个淘宝'就可能出现在移动电商领域。”艾媒咨询CEO张毅说。

"Micro business has ushered in an important development opportunity, 'the next Taobao' may appear in the mobile electric field." AI media consultancy CEO Zhang Yi said.

业内人士指出，由于存在广告恶意刷屏、商家鱼龙混杂、传销化倾向等问题，原始野蛮的“朋友圈卖货”模式已经穷途末路。然而，微商要想成为“下一个淘宝”，仍面临不少障碍。

The personage inside course of study points out, because the problems in advertising business, dragons and fishes jumbled together, malicious Shuabing MLM tendency, barbaric "circle of friends would sell" mode already go into a cul-de-sac. However, micro business want to become "the next Taobao", still faces many obstacles.

首先，缺入口和场景购物的流量导入。易观分析师王小星说：“你可能会十分钟就翻一下朋友圈，但不可能十分钟就看一次订阅号和服务号，只要你的朋友圈里有人，你发什么商品总有人会去看，而对于一些缺入口和场景的第三方微店平台而言，没有用户流量就意味着失去一切。”

First of all, flow into the lack of entrance and scene shopping. Analysys analyst Wang Xiaoxing said: "you may have ten minutes to turn a circle of friends, but can not be ten minutes at a time, and the subscription service, as long as you circle of friends in someone, you send what goods there will always be people who will go to see, and for some lack of entrance and scenes of the third party micro shop platforms, no user traffic means the loss of everything."

业内人士坦言，就算是大V云集的大V店，大V们也希望每天都有不同的新人关注自己，买自己的商品。况且微信不同于微博，不是每个人都有足够大的影响力，对于大多数大V来说，同样需要不断为他们输送流量。

Industry insiders said, even the big V gathered in the large V shop, large V we also hope to have different new attention to yourself every day, buy their goods. Moreover WeChat is different from micro-blog, not everyone has enough influence, for most of the big V, also need to continue to supply them with flow.

其次，缺乏信用体系和维权机制。目前，即使是入驻微商最多的口袋购物，也还没有建立类似传统电商的信用成长体系，入驻的微商也没有向平台交纳任何保证金。大V店计划通过大V的公信力来解决信用问题。但业内人士普遍认为，这种信任是比较薄弱的，一旦出现问题，消费者的权益很难得到保障。

Secondly, the lack of the credit system and the safeguarding mechanism. At present, even settled derivative most pocket shopping, also has not established similar to the traditional electric credit growth system, assigned to the derivative also does not have to pay any deposit platform. Big V shop plans to resolve the issue of credit through the V's credibility. But the industry generally believe that, this kind of trust is very weak, once appear problem, the rights and interests of consumers is very difficult to obtain the safeguard.

第三，产品同质化、质量问题堪忧。张毅指出，目前微店的状态就像早期阶段的淘宝，同质化严重。此外，目前开设微店的大多是个人小卖家，在商品质量上也无法把控，对商家的考核监管难度很大。

Third, poor homogeneity of products, quality problems. Zhang Yi pointed out that, at present, the early stages of the Taobao state like micro shop, the homogenization of serious. In addition, the current open micro shop mostly individual small sellers, in the commodity quality is also unable to control, to business supervision difficult.

微商做大需多方面努力

Micro business bigger and needs more efforts

张毅、王小星等业内人士表示，对于微商运营者而言，宜从以下几方面努力，实现转型突破，做大做强。

The small magnitude of King Zhang Yi, the personage inside course of study expresses, for the micro business operators, should make efforts in the following areas, realize the transformation of a breakthrough, bigger and stronger.

善于利用圈子效应锁定潜在客户。微商要擅长在微信、QQ巨大的流量资源中寻找适合购买商品的群体，以圈子辐射客户范围。

Good at using the circle effect locking potential customers. Micro business to be good at in the WeChat, flow of resources QQ huge find suitable for the purchase of goods to the customer group, radiation range circle.

依赖自媒体形成粉丝效应。微商依托于自媒体成活，反过来，自媒体也可以供给微商更多资源。比如，自媒体创作者把自己积累的粉丝资源巧妙地转变成客户资源，进行相关范围内的产品营销。

Rely on media form fans effect. Micro business relies on self media survival, in turn, since the media can also supply derivative more resources. For example, since the media creators themselves accumulate fans resources skillfully into customer resources, carry out the relevant range of product marketing.

依托平台优势形成口碑。微商除了借助自媒体的传播效应外，也需要依靠网络媒体的传播途径，塑造个性化、质量化和品牌化的产品，以此形成口碑，形成强势阵容。▲

Based on the advantage of the formation of reputation. Micro business in addition to propagation effects by means of self media, the dissemination way also need to rely on the network media, create personalized, quality and brand of the products, so as to form a word-of-mouth, formed a strong lineup. *

（原标题：传销化倾向等致“朋友圈卖货”穷途末路）

(original title: marketing tendency "circle of friends would sell" go into a cul-de-sac)

责任编辑：小申

Editor: small Shen