【直报网5月27日讯】（信息时报）近年来，网络电商平台和微商的快速发展，许多保健品只需“点击”就能“货送到家”。然而，购买的便利性也给保健食品的销售监管带来新挑战，尤其是大批涌入的缺乏资质认证的个人微商销售代理，销售的保健食品往往存在虚假宣传和产品质量难保证等风险。专家提醒消费者擦亮眼睛，购买时要多个心眼。

CNDSN May 27th] (Information Times) in recent years, the rapid development of the network business platform and micro providers, many health products simply click to send home ". However, the convenience of purchase to health food sales regulation bring new challenges, especially the large number of the influx of lack of qualification certification of individual micro business sales agents, sales of health food often exist false advertising and product quality is difficult to guarantee risk. Experts advise consumers to keep their eyes open, to buy more eye to.

保健食品网售占总销售五成以上

Health food sales accounted for more than half of the total net sales

翻开朋友圈，做保健食品微商代理的越来越多，而如淘宝、京东等综合类购物网站的保健食品销售品牌也在快速递增。电子商务、微信等销售渠道的升温，使得越来越多的保健食品企业加入这一领域。据中国保健协会调查的大中型保健食品企业的销售情况看，电子商务模式占其销售的比例已达到54.9%。

Open a friend circle, do health food micro business agents more and more, and such as Taobao, Jingdong and other comprehensive shopping site health food sales brand is also increasing rapidly. The warming of e-commerce, micro channel and other sales channels, so that more and more health food companies to join this field. According to the China Health Association survey of large and medium-sized health food companies sales, e-commerce mode of its sales ratio has reached 54.9%.

尤其越来越多的人开始微信购物，庞大的客户群也吸引着许多保健食品商家挖金。去年，绿瘦投入新产品咕噜咕噜瘦，主攻微商渠道；碧生源压缩自身经销商渠道“瘦身”后也转向网售市场。

In particular, the people began to micro channel shopping, a huge customer base also attracts many health food businesses dig gold. Last year, green thin into new product grunt thin, main micro channel; Bishengyuan compression its reseller channel "downsizing" also turn to the web market.

微信代理鱼龙混杂 拿货价格五花八门

WeChat agent takes the goods price of all kinds of dragons and fishes jumbled together

一边是不断升温的微售市场，另一边则是由于缺乏有力监管而出现的各种隐患。“圈子里越来越多卖保健品的朋友，有的是以前听过的品牌，也有一些是从未耳闻的品牌。”广州的汤女士告诉记者，她这个月通过微信已经购买了近1000元的保健食品，包括减肥产品和有皮肤保养作用的保健食品。汤女士称这些保健食品都是直接邮寄到家，通常没有任何购物小票，至于货品来源更是无法知晓，更谈不上售后服务了。

One side is the continuous warming of the micro market, the other side is due to the lack of strong supervision and the emergence of various risks. "Circles more and more sell health products of friends, some brands have heard before, there are also some had never heard of the brand." Ms. Tang told reporters in Guangzhou, she this month through the micro channel has purchased nearly 1000 yuan of health food, including slimming products and skin care role of health food. Ms. Tang said these health food are directly mailed home, usually without any shopping small ticket, as the source of goods is unable to know, but not on the after-sales service.

为了体验保健产品代理商是否经过严格资质鉴别，记者添加了绿瘦咕噜咕噜瘦产品官方合作伙伴的微信号，咨询如何成为该产品微商代理。该微信号告诉记者，成为该保健品微商代理没有任何门槛和资格认证，只要“买货”即可。最低只需提货5盒，花440元就能成为“天使”级别代理。“天使”代理再往上则是特约、市代和省代，这些级别的代理区别只在于囤货量的多少，囤货越多，货品单价越便宜。据了解，一盒咕噜咕噜瘦在官方商城售价是198元，微商省级代理的进货价只需48元，而官方合作伙伴的拿货价格更是低至40元。

In order to experience health product agents whether identified through strict qualification, the reporter added green thin grunt thin products an official partner of the micro signal, advice on how to become the product of micro agents. The micro signal told reporters that the health care products are micro agent without any threshold and eligibility certification, as long as the buy goods can. The lowest just 5 boxes of delivery, the flower can become Angel level agent 440. "Angel" agent to is special, the city and province. These levels to distinguish between proxy is only stockpile quantity, stockpile more, the unit price of the goods cheaper. It is understood, a box of grunt thin in the official store price is 198 yuan, micro business of provincial agent purchase price only takes 48 yuan, and an official partner of getting goods price is low to 40 yuan.

当记者询问该微信号是否得到官方授权时，该微信号只出示了一张翻拍的照片，且授权书的微信号与该微信号并不相符，当记者进一步质疑，该微信号持有者承认自己有两个手机，设置了不同的代理层级，面对不同的消费群体。为了“发展”记者成为代理，该微信号还宣称有专门的方法可以增加好友量，以确保产品能卖出去，另外，还建议记者可以把该产品放在药店销售。

When a reporter asked about the micro signal is officially authorized, the micro signal showed only a remake of the photos, and authorization of the micro signal and the micro signal does not match, when reporters questioned further, the micro signal holders admitted they have two mobile phones, set up different agent level, in the face of different consumer groups. In order to "development" reporter became acting, the micro signal also claimed that there is a special method can increase the amount of friends, to ensure that the products can be sold. In addition, it is recommended to reporters can put the product on sale in pharmacies.

当记者询问该产品有什么作用、卖点在哪时，该代理商直接告诉记者能减肥，且效果迅速。然而记者发现，咕噜咕噜瘦产品说明里仅标明含有乳酸菌和益生菌，对肠道有调节作用，并没有说明与减肥瘦身有直接关系。

When the reporter asked what the product, selling point where, the agency directly told reporters can lose weight, and the effect quickly. However, the reporter found that grunt thin product description only labeled as containing probiotic lactobacilli and and the adjustment of the intestinal, and no explanation and slimming has a direct relationship.

微商监管空白多 购买前要留心

Micro business supervision blank to buy before the more carefully

相对于逐渐成熟的C2C、B2C等营销模式，微信营销还处于起步探索阶段，尤其是保健食品微商的监管仍有不少空白。记者体验后发现，微信作为C2C平台的新星，注册方便，成本低廉，只要有一个微信号即可发布信息达成交易，容易出现商家可靠性差、产品真假难辨等突出问题。

Relative to gradually mature C2C, B2C and other marketing mode, micro channel marketing is still in the initial exploration stage, especially the health food micro business regulators are still a lot of gaps. Experience the reporter found that C2C platform as a star, registered convenient, low cost, as long as there is a micro signal can release information deal, prone to problems of poor reliability of businesses, products difficult to distinguish true and false, micro channel.

销售业内专家告诉记者，微商卖保健品的大部分都是代理，通常连卖家自己都不能确定产品货源和质量状况。加上朋友圈大多是熟人销售，保健品直接售卖没有凭证，所以很多权益受到损害的消费者最后只能不了了之。加上大部分个人注册的微商属于无实体店、无营业执照、无信用担保、无第三方交易平台的“四无”商家，很容易让消费者的权益受到损害。

Sales industry experts told reporters that most of the micro provider to sell health care products are agents, usually even sellers themselves can not determine the product supply and quality. And circle of friends are mostly sales of acquaintances, health care products sold directly with no credentials, so many rights and interests by damage to the final consumer only unsettled. With most of the personal registration derivative belongs to no store, no business license, no credit guarantee, no third-party trading platform of "four no" businesses, it is easy to consumer's rights and interests are harmed.

广东省保健协会秘书长张咏提醒称，保健品行业普遍存在夸大宣传、虚假宣传的现象，由于仍缺乏有力监管，“普通食品当保健品销售”、“保健品当药品销售”、“药品当成普通食品销售”的现象屡见不鲜，而网络销售相对传统渠道更加难以监管，因此消费者在购买前一定要擦亮眼睛，否则假冒伪劣和虚假宣传的产品横行，就会给健康造成直接和潜在的危害。▲

Guangdong Provincial Health Association, the Secretary General Zhang Yong warned that health care products industry in general are exaggerated publicity, false propaganda phenomenon, as there is still a lack of effective supervision, ordinary food when the health care products sales "," health care products when drug sales "," drugs as ordinary food sales "phenomenon common, and comparing with the traditional channels, the sales network more difficult to monitor, so consumers before buying must polish eyes, otherwise the fake and shoddy, false propaganda product infestation will to health caused direct and potential hazards. 3

责任编辑：小申

Editor: Little Shen