2016-10-11 16:00
Exclusive observation: Micro MLM repeated exposure, why always bounce back?
[report] net Beijing on October 11th news (reporter Shen Jie) many users believe that this is a derivative of "broad road after Taobao", but "straight thing" (WeChat ID:cndsn-zxbdw) noted that after CCTV continuous exposure after the derivative was acting "day", "marketing the wolves". So, why do micro marketing has been exposed repeatedly why always come back?
Dream
Micro MLM high-profile show off their wealth only for money
In recent years, micro business in emerging economies, driven by the public business, get rapid development, we found that your circle of friends is full of all kinds of micro advertising, not only sell goods, also called on the people to join the so-called entrepreneurial team. However, the recent negative news micro business frequent burst, the media said that the micro business does not see the goods saw training, similar to a disguised form of marketing. And the means of marketing is widely used by micro business, so that micro marketing can continue to be reborn".
"Straight thing" (WeChat ID:cndsn-zxbdw) survey found that some derivative of the "evil" master. Their motto is: "don't ask me how much, when you ask this sentence, your thoughts still remain in the stage of working for others, I am your warehouse, how much you want to ask how much!" Listen, so familiar with the MLM style. More exaggerated rumors that the micro business is a monthly water over millions, three months to open BMW, six months to buy a mansion, a year to become a billionaire. There April luxury car crash, but also be "fermentation" out of 90 to do micro business started, just a few months, bought a Lamborghini news". In fact, this is the micro business for "quanqian" to create a "dream", is a high-profile marketing objective is to stimulate you to become their agent, and micro business is to earn money agent. And an agent to take at least 2000 yuan or 5000 yuan of goods, a good micro business management of tens of thousands of agents. Due to the adoption of the "layer upon layer" mechanism of distribution of goods, business profits and risks are passed on to the bottom of the agent. Buy luxury luxury cars is only the tip of the Pyramid general agent, agent to sell the underlying operating "white" in mind, making money, sell cabbage "serious money, lose everything.
But out of the mix, always want to also, the micro business, wave has not yet subsided a wave of attacks". Since CCTV exposure derivative "poison mask" incident, recently CCTV also called a micro brand quality of doubt, suspicion of fraud, micro business conference like mlm. The official repeated intervention will derivative to the micro business group is also in the teeth of the storm, trembling".
imitate
The lack of strong supervision into the WeChat platform for marketing
"Straight thing" (WeChat ID:cndsn-zxbdw) noted that with the development of micro business, some people have an ulterior motive began moving from the crooked brains". Claiming that as long as they join the WeChat sales team, sitting at home will be able to easily earn money. Earlier, CCTV exposure of a name for the natural sunshine of the micro business claims to direct sales, in the light of micro business to engage in pyramid schemes.
According to Baidu released in 2015 that the data shows that the derivative has 55.4% channels to purchase from the "home", 91.55% micro business monthly turnover of the number of customers in less than 10 people, the monthly sales of less than 10 thousand yuan in the proportion is as high as 97.18%, and the fact is, most of the micro companies do not make money. It is because the micro business does not make money will mimic the well-known electronic business platform, such as Taobao, the Jingdong store, plus the user does not have the derivative shopping habits, but Ali has been popular, the mention of online shopping first to Taobao, Tmall, and the first mentioned social thought is QQ, WeChat. This kind of psychology has become a habit, it is very difficult to change. For users, buying habits are often the first element of a decision to buy. The WeChat platform to build the Tencent only to do social relationships, no electricity suppliers gene. WeChat is a social tool for the carrier, to promote the integration of the circle of friends and electricity suppliers. WeChat can't approach to the business model, because once become the electricity supplier community, will mean the complete transformation. Therefore, want to be similar to the scale of the electricity business, the current can not be achieved. Today, the micro business has been a dilemma situation. Sales model is difficult to overcome, circle of friends is not likely to become WeChat's business model. In addition circle of friends of the region and the number of restrictions, making it difficult to form a scale. This Longshehunza social electricity supplier, but also allow users to accept.
Plus social platform is difficult to supervise, does not conform to the market open and transparent principles of choice. In fact, the State Administration for Industry and commerce as early as 2014 has been the introduction of the "network transaction management approach". Article seventh of these Provisions, in the online commodity trading and related services business operators, should be handled according to the law for Industry and Commerce registration. However, at present most of the micro business still did not apply for the relevant license, there are loopholes in the regulation, totally inconsistent with the market open and transparent selection principle.
Cooked
Contacts is the social basis of micro business marketing
"Straight thing" (WeChat ID:cndsn-zxbdw) noted earlier, CCTV will "micro business pyramid" is defined as three characteristics: 1 agents without joining fee, the direct purchase of goods can become a sales agent; 2 brand agent has multiple levels, take the goods more, the higher the level, and the highest level the agents need to take the goods once tens of thousands of yuan; each of the 3 levels of agency goods prices, earn income level difference was far higher than that of direct sales, the more the higher the income level agent relies on the development of lower level agents obtained.
So micro marketing CCTV exposure will be able to collect it? Of course not, in addition to the development of the agency to make money, micro business to MLM there are more important factors?
First of all, the use of acquaintance, shielding the real information. The initial consumption of micro business is an acquaintance, and the biggest disadvantage is to make acquaintances money is not careful to offend friends, it will affect hundreds of acquaintances circle. There are micro business and Taobao runs counter to the electricity, so that information becomes asymmetric, opaque price, showing more levels of relationship. Secondly, fake and shoddy products popular, previously, according to the analysis of the Guangdong provincial council, the main problems of the collection of consumer complaints in product quality and customer service guarantee, reflected in the purchase of goods not customer service service, goods quality problems can not be returned, commodity problems can not warranty etc.. Online shopping up to people broke the news, micro business is selling brand-name, big, almost 80% of all fake. Finally, the access threshold is low, free to shelves products. Micro business access threshold is very low, and sometimes only buy about 100 yuan of goods, it can become a micro business agent, usually less upfront investment. As well as micro business without the audit, you can freely shelves products.
In general, micro business has always been a lot of controversy enveloped, marketing, product quality is uneven in quality, messy supervision mechanism is not complete. Although there are differences with the traditional MLM, but still can not get rid of the shadow of the mlm". 3
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Editor: Xiao Shen
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