2017-01-09 15:50
Brutally Title: micro business wardrobe this really ＂black＂
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(January 9th) (reporter Xiao Xiao) the use of WeChat platform for distribution, which has become impossible. "Straight thing" (WeChat ID:cndsn-zxbdw) know that January 5th just got the Tencent public record space "double hundred" Internet clothing brand "a new round of strategic financing sherui little good news, not overnight, came the news titles by WeChat. 6 am 1:00, SOIR e E sherui version "(hereinafter referred to as the" little black dress ") issued a number of public account for three level distribution by notice of rectification, micro mall temporarily closed" information.
Three level distribution alleged violations
"Little black dress" is the main reason of the title
Do you use a three level distribution model? "Straight thing" (WeChat ID:cndsn-zxbdw) learned that the derivative with three level distribution pattern of alleged violations, "little black dress" is the title for this reason.
"What is the three level distribution pattern of little black dress? "Straight thing" (WeChat ID:cndsn-zxbdw) learned that the third level distribution pattern is: the user can get his little black dress after spending the exclusive promotion of two-dimensional code, as long as there are people you come in by scanning the two-dimensional code to buy a little black dress, will come up with the price of 30% platform to share promotion as a reward. Moreover, the two-dimensional code master's two degree connections, a network of three degrees to scan the two-dimensional code can also bring benefits to the two-dimensional code master. According to the "little black dress", this set is constructed by the social chain compound marketing system, greatly saves the little investment in advertising, sales channels and personnel, reduce the sherui little black dress was off the cost, and speed up the propagation speed. "Little black dress" will define the distribution way for fans to share the economic, the consumers to purchase over the sub Commission, the buyers into little distributors.
This three level distribution model compliance it? "Straight thing" (WeChat ID:cndsn-zxbdw) found that in July 5th last year, WeChat released a public platform "on the rebate cashback fraud" announcement, said: Recently, the platform found that users use WeChat chain, through the WeChat public account, WeChat paid the implementation of high cash back rebates for consumer behavior, the majority of the Commission cash back rebates, rebates and other multi-level and multi return now, to a certain extent reflects Pyramid fraud, Ponzi scheme and other behavioral characteristics.
"Straight thing" (WeChat ID:cndsn-zxbdw) is the main problem of this sort found three level distribution: involving high rebate cash back rebate commission ratio is too high, such as more than 50% rebate Commission; to fraud behavior, similar to the consumption of the whole back, full back now, 3000 to buy back 3000, deceive consumers shopping without money etc. involving fraud, deception; behavior, such as some businesses set commodity prices more than the actual value of goods, to induce the user shopping stage return amount; to induce users to share the rebate, pull the head, such as every development of a subordinate, given 30% rebate; cash back rebate relates to multi-level and multi-layer behavior, such as the level of return of 8% two, 10%, three back to back 12%, four back...... Obviously, more than three; involving mandatory spending, such as setting the high threshold of consumption, consumption must be above 500, given the high rebate.
Background up powder
"Little black dress" consumer "code" mystery
From August 15th last year, "little SOIREE" (ID:SOIREE1926) public line number, background pink rose rapidly, on the day the number of public pink rose ten thousand. Is the title, "little black dress" fans may have nearly 7 million of the giant.
"Straight thing" (WeChat ID:cndsn-zxbdw) learned that Wang Siming as president of the Chinese women's Association, early 50 thousand users are her friends and friends of friends, Wang Siming put the powder early due to their accumulation of contacts. According to Wang Siming introduction, each purchase of the consumer after the little black dress, can get one of their own two-dimensional code, as long as there are people you come in by scanning the two-dimensional code to buy a little black dress, the two-dimensional code owner can get cash back the corresponding proportion; and two degree connections, two-dimensional code master three contacts the two-dimensional code scanning can also bring benefits to the owner of the two-dimensional code. The title, there are 70% users access to the platform to buy rewards, the conversion rate was 3% (the general electricity supplier conversion rate is only 0.8%~1.5%). One of the boys in December 6th last year to buy a little black dress, the 14 day has sold more than 1 million, won the award over 100 thousand.
In fact, this marketing model is not unusual, I do not want to come out, this model has been there for a long time, but we finally chose the way, we are very supportive team. In fact, the most important thing is the "little black dress" products, to achieve the quality of conscience, it is recommended that the product is good, we do not care about your model, the product is not good no one to push, like health care products and we are not going to sell profiteering." Wang Siming made the above remarks on their three level distribution model.
"Little black dress" consumer "code" what? Straight thing (WeChat ID:cndsn-zxbdw) survey found that the secret lies in the consumption of pyramid selling. In November 14, 2013 the Supreme People's court and the Supreme People's Procuratorate, Ministry of public security on Several Issues concerning the application of law "on the handling of criminal cases of organizational leadership pyramid schemes" pointed out: "to sell goods, services and other business activities in the name, participants are required to pay fees or purchase goods and services obtained by adding qualification, and according to a certain level the order, the number of directly or indirectly to the development of staff as payment or return basis, to lure participants to continue to participate in the development of others, stress, swindling, disrupt economic and social order of the MLM organizations, their organizations participate in marketing activities and staff in more than thirty levels in more than three, shall be investigated for criminal responsibility of the organizer, leader."
Obviously, one is three, two is thirty, three contacts little consumers "code" in fission, already suspected of mlm.
Transformation management mode
"Little black dress" will suffer great pains
In fact, when the WeChat public platform released "on the rebate cashback fraud notice", "little black dress" wanted to adjust the existing mode of three level distribution is only a sales model. But it seems that since "little adjustment is very difficult, and return to the three level distribution pattern, so only the title behavior today.
"Straight thing" (WeChat ID:cndsn-zxbdw) noted that "little black dress" title, is currently preparing the transformation mode of operation. Now look at the transition is not enough." Founder Wang Siming in an interview with online business, account freeze problem being addressed, the greater significance lies in rectification, provides an opportunity for the "little black dress" transformation. In Wang Siming's next plan, in addition to the flagship WeChat store, will also strengthen the "little black dress" Tmall flagship shop business multi-channel operation, so as to avoid excessive dependence on a single platform, reduce the policy changes bring huge fluctuations in the brand. At the same time, but also to proceed with the layout of the line, plans to start the next line to join the model, using online and offline interactive way to further build pan female platform.
"Straight thing" (WeChat ID:cndsn-zxbdw) also noted that the "little black dress" and then through the rectification, will be determined with better products, lower prices to consumers, rather than distributing. After all, investors investment is a female light luxury brand, not a brand distribution." Wang Siming said.
But the "little black dress" transformation easier said than done! First of all, to change the three level distribution, the interests of nearly 7 million fans appeal to do? Secondly, the sharp decline in sales, and manufacturers, designers affected by the impact of how to do? Third, the relevant departments of the state has not been involved in the investigation, how to do that once suspected pyramid? Fourth, the transformation of the mode of operation leads to a significant increase in the cost of access to customers and operators do? Therefore, the "little black dress" the transformation of mode of operation will suffer great pains.
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