[Beijing Direct News Network August 18th] (Consumer daily)Zong Qinghou, the head of Wahaha, once told the media: "I have always been confident in Wahaha's future, but at the same time, I also have a sense of crisis. Wahaha needs to start a second business." So, under the sense of crisis, how does Zong Qinghou lay out his second venture? Will he take the edge?

Recently, some consumers reported to our newspaper that the marketing means of miaomian products (white peach flavor yogurt drinks) of Wahaha Group are confusing. Some media even point to Wahaha miaomian suspected pyramid selling and false propaganda. In this regard, this newspaper has carried on the thorough understanding.

Dazzling marketing hierarchy

In June this year, the reporter was invited to visit the Wahaha miaomian national marketing center located in Binjiang District of Hangzhou City, and attended the keynote speech of Wahaha miaomian and the seminar on venture capital business opportunities (hereinafter referred to as "miaomian seminar").

According to the marketing personnel, the whole marketing system of miaomian is divided into: general distribution, district agent, general agent and store. Among them, Shandong canghui Trading Co., Ltd. is the exclusive distributor of Wahaha miaomian. According to the usual thinking of regional agent, the general distributor recruits the regional agent according to the regional division. In fact, the mode of district agent and general agent of Wahaha miaomian is dazzling.

The company of the sales person named Chen who came to contact is Hangzhou yiqichuangfu Technology Co., Ltd. (hereinafter referred to as "yiqichuangfu"), whose level is the general agent and can carry out business in the country. The company authorized to Yiqi Chuangfu is Hangzhou hechuangying Information Technology Co., Ltd. (hereinafter referred to as "hechuanying"), and the company's level is district representative.

However, judging from the license plate, the authorized area of he Chuang camp is shangqiuliang Park in Henan Province. This means that the district representative authorized in Liangyuan park can also authorize other companies to carry out business nationwide as "general agent". Moreover, according to Wahaha miaomian's marketing staff, the general agent can also recruit general agents and stores, and benefit from it. This kind of paradoxical pattern of district representative authorizing general representative is equivalent to the mode of "son begets Laozi", and "Laozi" can regenerate "Laozi" and finally form an endless mode.

Behind the complex hierarchy is the mutual connection of interests. In the multi-level marketing system of Wahaha miaomian, the profits between different levels are dazzling. It is not easy to quickly clarify by relying on some text materials. On the contrary, Wahaha miaomian's marketing personnel present more clear pictures and texts on multiple occasions.

For such a sales model, some consumers frankly said: "this is not pyramid selling!"

Previously, China net finance and economics also reported that a certain brand of Wahaha social e-commerce platform was suspected of pyramid selling. "The agency of" hadao "company of Wahaha brand social e-commerce is divided into district agent, city agent and provincial agent. The agency qualification of different levels can be obtained directly by paying for goods (gift package) from" online ". The lowest level of district agent qualification only needs to subscribe for 98 You can get the goods of RMB. According to the "hadao distribution model" according to the Internet, high-level agents only need to "pull people" through "offline" to sell, and then they can easily earn millions of yuan a month. "

Pie or trap?

How to win customers is also one of the pies of Wahaha miaomian painting. Wahaha official account, Ye Zhixiong, Wahaha miyao new retail business mentor, has given many channels including public numbers, short videos, live broadcasting, business associations, electricity sales, direct sales, distributors, wholesalers, friends and friends.

In these channels, most of them are easy to understand, but there are also some puzzling aspects: how to realize the direct sales channels? After all, Shandong huicang and many companies in its marketing chain do not have direct marketing licenses. For this question, ye Zhixiong did not give the dealers in the audience a detailed explanation.

How to cash in channels is a crucial art of trading. Ye Zhixiong told investors attending the meeting that as long as he became a member of Wahaha's wonderful sleep, he would be able to get training in "speaking skills".