【直报网5月12日讯】（钛媒体 李东楼）尽管微商的诞生已经有很长一段时间，但是无论是媒体还是业界至今都没有一个明确的定论。谁可称之谓微商？谁又是披着微商外衣的传销或直销团伙？很多人都无法明辨是非。而且在这个过程中，大众对于微商还有各种各样的误解或误读还在加深，东楼不妨根据我的观察，来对微商这个群体做个分析，同时也帮助消除下外界对于微商的很多误读。对与不对，都欢迎拍砖评论。

CNDSN May 12th (Ti media Li Donglou) despite the birth of micro business for a long time, but whether the media or industry so far have not a clear conclusion. Who can be called a micro business? Who is a derivative of coat or direct MLM Gang? Many people can't distinguish between truth and falsehood. But in this process, the public for derivative and all kinds of misunderstanding or misinterpretation may also deepen the East, according to my observation, to make a analysis of the derivative of this group, but also to help eliminate the outside world for many misunderstandings in micro business. Right or wrong, welcome to clap brick.

1、 微商不等于微信＋电商

1, micro business is not equal to the micro channel + electricity supplier

事实上，从微商这个名词被创造出来之后到现在微商被当作是“洪水猛兽”，关于什么是微商，无论是媒体，还是从业人士，至今没有一个统一的认识。提到微商，绝大多数的认为就是在微信朋友圈上卖货的那一个群体，显然这一认识不能说是完全错误，但至少是很片面的。

In fact, after being created from the term derivative derivative to now is regarded as "great scourges", what is the micro business, regardless of the media, or practitioners, there is not a unified understanding. Most of the mentioned derivative, that is in WeChat that a group of friends of sellers, obviously this understanding can not be said to be completely wrong, but at least it is very one-sided.

在如今看来微商绝对不等于在微信朋友圈上卖货，因为各类微商平台已经正在崛起，比如微店、口袋通等等，用户可以直接在上面开一个移动网店，然后可以将店面的链接地址分享和发送到任何一个平台上，从这个意义上看，微商已经超越微信这一个平台，微商也不再是微信＋电商，而是所有的移动社交平台＋电商。

Now it seems in the derivative is not equal to the circle of friends in the WeChat sellers, because all kinds of micro business platform has been rising, such as micro shop, pocket pass and so on, the user can open a mobile shop directly above, you can then store the link sharing and sent to any one platform, from this meaning look, micro business has WeChat beyond this one platform, micro business is no longer WeChat + electricity supplier, but all the electricity supplier + mobile social networking platform.

这就是说，微商并不一定必须依附于微信朋友圈的晒货，如果能够在其他的移动社区或社交平台上能够找到自己的精准的目标用户并进行销售，也是一条同样走的通的微商之路。甚至对于很多产品来说，有些移动社区的流量和用户可能还更加的精准，转化率或许更高。

That is to say, micro business does not necessarily have to be attached to the WeChat circle of friends of the sun, if can find their precise target users and sales in other mobile community or social platform, but also the same walk through the road of derivative. Even for many products, some mobile community traffic and users may also be more accurate, the conversion rate may be higher.

2、 不是所有微商都是传销

2, not all small business marketing

微商绝对是从2014年到现在在互联网上最火的一个名词。不过，微商这一个独特的群体目前在媒体眼中并不是一个光彩的角色，这是因为在微商的发展初期，大量的假冒伪劣的化妆品面膜厂商通过微信用传销或直销的金字塔模式层层发展代理，使得大量的劣质产品进入到小代理手里，最终导致出现了“朋友圈里骗朋友”到局面。这使得微商的发展蒙上阴影，大量的从事其他行业品质商品的微商从业者由此也受到影响。

Derivative is a term from 2014 to now on the Internet in the fire. However, the derivative of a unique group in the eyes of the media is not a glorious role, this is because in the early development of micro business, a large number of fake and shoddy cosmetics mask manufacturers through micro Pyramid credit MLM or direct layers of agents, makes a large number of inferior products into the hands of the small agency finally, led to the emergence of "the circle of friends of friends to cheat" situation. This makes the development of micro business overshadowed, taking a large number of micro practitioners engaged in quality of goods in other industries which are also affected.

实际上，借助直销的金字塔模式，大肆敛财的劣质化妆品和面膜厂商并不是微商，本质上他们还是直销或传销，“微商”只不过是他们披的一件外衣。在我看来，做微商更多的还是需要创造新的商业价值，并不能是一味的欺骗或欺诈，而在文明的商业社会里，赚钱除了考虑没有触碰法律之外，更多还应该拷问下自己的良心，以及是否有违社会道德和公德。

In fact, with the Pyramid mode of direct marketing, big money poor quality cosmetics and mask maker is not derivative, essentially they are selling or marketing, "derivative" is just a coat draped them. In my opinion, the micro business more still needs to create new business value, and can not be blindly deception or fraud, and civilization in the business world, in addition to considering the money does not touch the law, should also be more torture their own conscience, and whether there is contrary to social ethics and morality.

就在上周，东楼有幸参加了一次微商圈的小型沙龙，也让我第一次与很多从事微商的朋友进行线下交流。而在这些从事微商的朋友中，有卖豆腐的，有卖大枣的，还有卖茶叶的，而且这其中还有北京同仁堂、品胜等这样的品牌企业。这些应该才是最合理的微商形态，首先微商解放的是每一个个体，其次无论是微商也好，还是其他移动电商也好，最重要还是需要有更好的产品。

Last week, the East has participated in a small micro business salon, also let me first with a lot of friends engaged in derivative offline communication. In these micro friends engaged in business, selling tofu, sell jujube, and sell tea, among which there are Beijing Tongrentang, PISEN and other brands such enterprises. These should be the most reasonable form of derivative, the first derivative of the liberation of every individual, regardless of is the second derivative or, or other mobile providers or the most important or the need for better products.

3, micro business is not profitable

对于很多年轻人来说，在就业形势严峻时，都希望通过创业来解决这一问题，而在不少微商鼓吹者（主要是面膜化妆品厂商）哪里，做微商成为了一本万利的生意，这使得不少涉世不深的家庭主妇或学生们，借钱凑钱做了他们的代理，购买了不少商品（如面膜、保健品、化妆品等），然而按照营销大师们的指导在朋友圈上推销起这些商品。

For many young people, the employment situation is grim, hope to solve this problem through entrepreneurship, and in many micro business advocates (mainly mask cosmetics manufacturers) where do derivative has become a lucrative business, which makes a lot of inexperienced housewives or students, borrow money to do their agent, buy a lot of goods (such as mask, health care products, cosmetics, etc.) however, in accordance with the marketing gurus guidance in the circle of friends to sell these goods.

而且，在利益的驱使下，这些微商从业者很可能会这些商品销售给自己最能够获得信任的人，比如亲友同事等。而在消耗尽自己的最后一点人脉之后，微商生意则陷入了困境。到最后，不仅仅没有赚到钱，还将自己辛苦攒下的血汗钱或者上学用户的学费伙食费赔个精光。

Moreover, driven by the interests, these micro business practitioners are likely to the sale of goods to their most able to gain the trust of the people, such as friends and family members etc.. But after consumed the last point contacts of their own, micro business is in trouble taking. In the end, not only did not earn the money, will their hard earned hard-earned money or school tuition meals for users all.

因此，微商并不是一本万利的生意，做微商仍然需要一定的商业头脑，也要有甄选商品的能力，而受限于自己的社交圈子，正经的微商生意很可能就是一个足以糊口的小生意，而不是哪些大师们嘴里的能够“出任CEO，娶到白富美，从此走上人生巅峰”的大生意。

Therefore, micro business is not the business of derivative gain ten thousand percent, do still need some commercial, but also have the ability to select goods, and subject to their own social circle, serious business derivative is probably a small business to life, rather than what the masters can serve as CEO, mouth "marry white Formica, was put on the pinnacle of life" big business.

4、 微商不是商业创新，只是渠道新增

4, micro business is not only the new channel of business innovation.

从电商的角度来看，微商并不是一种新的业务模式创新，而是一种渠道的创新或挖掘。这就意味着，微商与现有的各类电商模式并不互斥，而是对现有电商企业渠道的一个新增或补充。因此，对于很多品牌电商企业来说，对于是否要做微商并不是非此即彼，而是可以选择一边做传统电商，一边做微商。从这个意义上来看，无论是微信朋友圈，还是各类微店平台，都只不过是现有移动电商的一种渠道。

From the business perspective, micro business is not a new business model innovation, but a channel innovation or mining. This means that the derivative and the existing types of business models are not mutually exclusive, but the existing electricity supplier channels of a new or added. Therefore, for many brands electricity supplier companies, whether to do micro business are not mutually exclusive, but can choose to do the traditional business, while doing micro business. From this point of view, whether it is WeChat or circle of friends, all kinds of micro shop platform, is only a channel of existing mobile providers.

并且，在微商浪潮的席卷下，很多传统企业都跃跃欲试，甚至将微商视作救命稻草，希望借助微商来开创新局面。不过，由于微商的社交电商的特性，并不是所有产品都适合借助微商的平台来打开销量。

And, in the wave swept through the micro business, many traditional companies are even taking micro itch for a try, as a life-saving straw, hoping to open up a new prospect of micro business. However, due to the characteristics of micro business of social power, not all products are suitable for the use of micro business platform to open sales.

在早期，面膜化妆品微商没有大肆侵入之前，还有不少微商是销售苹果、三星等电子数码产品的。而目前除了已经被传销侵袭的面膜化妆品之外，很多在试水做微商比较成功的产品基本上停留在农特产品上。这主要是因为这些产品都属于新奇特类型的，更容易借助社交关系进行传播和扩散，并形成购买。而其他行业的产品像借助移动社交平台进行产品的销售则需要进行充分考虑。

In the early days, before taking the micro mask cosmetics have not been invaded, there are a lot of micro business sales of apple, Samsung and other electronic digital products. At present, in addition to the mask cosmetic has been hit a lot of water in the pyramid, do micro business more successful products basically stay in agricultural products. This is mainly because these products are new types, more easily spread by means of social relationships, and the formation of purchase. While other industries like products with sales of mobile social platform products need to be fully considered.

简而言之，在我看来，微商不等于微信＋电商，也不能完全等同于传销或直销，微商只不过是移动互联网时代，电商的一种新型的渠道，而微商的渠道可能更加分散，不一定会集中在像淘宝、京东这样的大平台，而很可能分散在各类微店、微信、陌陌乃至各类移动垂直社区当中。而对于很多执意从事微商生意的朋友来说，在移动互联网时代，每一个个体得以解放，借助各类平台，可以零门槛的从事一些小生意，但并不一定个个都能发大财，还是需要理性和慎重，避免自己陷入到传销到陷阱当中去为好。▲

In short, in my opinion, micro business is not equal to the micro channel + electricity supplier, also not equal to MLM or direct, micro business is only the mobile Internet era, a new channel electricity supplier, while the micro channel may be more dispersed, not necessarily concentrated in the big platform like Taobao, Jingdong such but, probably scattered in various types of micro shop, micro letters, unfamiliar street and all kinds of mobile vertical community. For many business friends insisted in micro business, in the mobile Internet era, every individual liberation, with various types of platform, can zero threshold in some small business, but not everyone can send big money, still need a rational and prudent, avoid themselves into MLM to trap to good. 3

责任编辑：小申

Editor: small Shen