[CNDSN5 on the 26th news (Ti media) today the major media are in forwarding a message "secret CCTV" micro MLM ": through the circle of friends to show off their wealth development off the assembly line", the micro business once again become the target of public criticism.

As early as 2015 at the Spring Festival evening show before the lunar new year advertising film, the sudden appearance of a new force of the derivative of a dark horse Si Bu group you ho throw 2501 00000 heavily, won the ratings giant high CCTV prime advertising resources, and claimed to be in the next year hit more funds for advertising in the CCTV channels, in order to give the dealers bring social identity, with the credibility and spread of CCTV is caught in the vortex of "pyramid" micro business name. As the saying goes: "milk is the mother". However, after the new year, CCTV has took turns bombing derivative of poison mask, conspicuous MLM, affinity and so on, to want to with in the name of CCTV in the derivative buried under the lingering shadow.

It stands to reason that CCTV should take into account the micro business existing, potential "to buy road money" inducements, give appropriate lenient, but in fact micro eco business connected second even third outbreak of fake products, malicious fraud problem has become a social cancer.

1, the derivative early barbarian growth, uneven incoming, ecological environment needs to shuffle, malignant gene micro business gang in a death struggle, the potential problems over amplified the, industry stir excrement stick;

2, traditional retailers want to by means of a micro business transformation, rich dream stimulation to by micro entrepreneurs of the new bureau person more and more, however, micro business has a dividend period, gather together lively only was starving to death, the hidden problems are dominant of the derivative could no longer hide cover stuffy to earn a lot of money;

3, social networking platform for micro channel ecological circle of friends, malignant scraper, marketing has become the hardest hit by the public opinion, however micro channel in the micro business problems, the ambiguous free, ambiguous, micro store technology platform and stamina, the immediate problem and cannot receive the effective solution.

Priority, CCTV only picking up the "universal education" banner, again and again, will be hidden in micro eco business ugly problems exposed. Unlike the Department of transportation and taxi between software "conflict of interest", CCTV under the background of the tide of entrepreneurship, no for the motive and reason of the "little guy", micro ecological problems to incur such. "Everybody to call hit situation. Taxi software can be forced to reform of the taxi, micro business no matter how quickly, what the prospects are good, is not in the name of "transparency" in the premise of many issues in marketing model and profit model, it is difficult to get rid of mass sit opposite situation. So, the micro quotient ecology in the end what problems?

Marketing mode: from Shuabing to brainwashing

May wish to make a questionnaire survey, around nine out of ten are disgusted circle of friends to sell things, but this does not mean that social platforms can not cut electricity, mass is not blind conflict reason of rejection, the problem in the micro business marketing model. The initial micro channel marketing is simple:

The first step, as much as possible to add micro channel friends, captive potential audience;

The second step, with the scarcity of products (overseas purchasing), using high frequency products (mask) and other products to strengthen the impression of repeated shuabing;

The third step, 1 to 1 consultant type of sustained sales service, from the acquaintance began to launch sales.

Sales of this model compared to the traditional B2B business platform sales, have huge social platform flow and the fragmentation of time share and acquaintance of word-of-mouth transmission and foundation of the trust, in derivative bonus stage, the concept and imaginative, have an advantage, for a period of time widely popular.

However, as do the micro business more and more, most of them are college students, housewives, and other social grass-roots personages, without guidance of scientific marketing method, malignant scraper, making micro circle of friends advertising become the heavy disaster area, coupled with social platform for users of the fresh period, tolerance decreased, see the advertisements of scraper, regardless of product quality first reaction are first shield again. This makes the micro business chain in the terminal consumers most loss, micro channel to the 5000 friend limit, for example, if you are a scraper dog, may wish to use a friend relationship with mass test, see how many true friends. Even if there are some acquaintances and peers, this audience is not enough to support the healthy ecology of the micro business sales.

Since the products are not affected by the terminal audiences, no way a lot of distribution, rather than with the chicken soup for the soul, bask in transaction volume will continue to show off their wealth, constantly meeting pledging mobilization meeting, to influence those who want to do micro business people, so evolved into the final. Have become status brainwashed "pyramid style marketing.

The most want to do micro business to get rich psychological of "brainwashing" is precisely the MLM inherent routines, which is mass blind rejection root cause of resentment, do business only need to speak good product that is, don't stop the sun records, shouting a monthly income of 10 million brain slogans, not stamped on MLM hat just strange. If the scraper and the real potential audience, just marketing not clever bale, go to brainwash the step, micro manufacturer changed completely, although it is not a pyramid scheme, but one step away from the gap, the social mainstream value concept of non rational cognitive, to prove himself not a pyramid scheme too hard, of course, a lot of in brainwashing micro business practitioners, do not think "training", "swearing" flaunt wealth "brainwashing behavior, since it is so, you should not blame the world look not to understand the truth.

Profit model: from the affinity to classification

It stands to reason that social platform as a high-frequency community scene to finally certainly there will be electricity suppliers to extend, because sales of pure electric business platform type, connection is businesses and consumers, is not emotional, personal connections, there is no persistent repeatedly to strengthen their impression of infection, no friends to share the emotional contagion, and on the platform of the social business is the presence of these advantages. A friend, they will use weekend time to do some delicious cookies, see the circle of friends and acquaintances friends will buy in trust, in the emotional connection, in the personality charm, which is the derivative born with pride. But the problem is that there is no place where there is no business opportunity is a pure land. If you do business, then you have to consider the audience magnification, the sales volume, the profit margin, which brings three problems:

1, an acquaintance relationship no longer exists, we each person's social circle are limited, produced only a handful of trust relationship between classmates, friends, relatives, business by this acquaintance relationship is clearly not enough, once relationship circle expanded to hundreds of thousands of people, even friends of friends based on acquaintance trust relationships do not exist.

2, levels of the pyramid structure agent, if there is no trust relationship support, marketing circle of friends and business platform than not what the, instant chat only instead of a drag, if every stranger to buy a product through the micro channel private chat asked again, the amount of work is very large, rather than directly to the sales data, see review more efficient. This case, micro business to expand only transfer target, the development agency do offline as direction, so that from the total generation to the agent level to the second level proxy to finally end customers there, a pyramid structure to in which a class, no professional degree, credit and other reference index, as long as certain goods. So the total generation root pressure does not need to consider whether the product is sold, as long as the product of the charge to a secondary agent money you earn, also need not consider pre-market after-sales problems, but also the most bigger sales. However, this agent model, nothing more than just a warehouse transfer, benefit at the top of the pyramid, at the bottom of the pyramid has become victims, with the pyramid model not what difference, moreover, manufacturing information barriers, engage in intermediary form, and the transparency of information of Internet direction is a departure from the.

3, the derivative is a scarce resource, the reason for this is because for derivative products are particularly scarce, at the same time to have off the high price, high profit, repeat guests and other characteristics of products are not many derivative like an oasis in a desert, bad living environment, vegetation scarce, but once they grow up, the audience's dependence is very high. Have many traditional retail companies, saw the potential of micro business, have made the transition to do micro business slogan, the derivative as a new media marketing channels to to seek a way out, but it is not clear, their products are suitable for micro business, even thought originally on the basis of the value of raising prices, grading sales is the micro business, complete the in the pool of water purification to muddy.

Trend: from self to self ""

Since the existing micro business ecology is sick, it is not the ban it is obviously not, if it is Tencent early to start, the reason why the micro channel is not micro business issues because:

1, micro channel helpless derivative is an entrepreneurial orientation, from the physical store business to open Taobao shop business, the entrepreneurial economy form has been mature and saturated, and based on social software platform of the derivative is another rise of entrepreneurial orientation is the social networking of business trends to prop up the micro channel huge valuation and imagination, not to mention the social basis extending business is a natural extension, micro channel as a full range of life service platform, micro channel can do is to optimize the ecological, it is not possible to completely stifle micro business. Micro ecological commerce and social networking platform derived from the business model, business forms that occurs naturally in the circle of friends Pang adults flow and fragmentation of the time based, micro channel to start the unexpected and micro business development speed will be so fast, micro letter also feel not clear micro business future development potential, now only open one eye closed eye.

2, from self to self destruct, since it is a micro business ecosystem, it is destined to be is be hard to control, the future can be developed into what look like, only rely on their own system to adjust, as a platform for micro channel can do is proposed rule for positive guidance, as micro providers in the future will become what appearance, left to fend for themselves, of course, as a social platform of naturally derived ecological, here the "suicide", it is impossible to completely disappear, but only for a while of groping in the dark. Will the future be like? If out of the view of social business way, it should be is a based on trust, emotion, it generated a community ecology, sustainable consumption, brand premium, eventually the orderly operation, imagine, at that time have to do the business of marketing of propaganda, nor to expand sales regardless of the quality of the products, regardless of whether the products reach the audience hand bad interest expelled chaos. Of products have a profound understanding of, full of personality charm of the talent is the core of the community ecology, through his experience, sharing, affect a large number of fans on the consumer decision-making, so as to form a closed loop transaction.

However, this day, can come, since it is business, in the early days of the barbaric development, no one does not pursue the interests of the maximum, the micro business to optimize the challenges facing the ecology can imagine. 3

Editor: Little Shen