2015-04-17 15:19

 

Micro business marketing shadow

 

CNDSN (news network April 16th new marketing Liang Jianhang) from the beginning of the past two years, we have found their own circle of friends has been "derivative" brush screen, in addition to clothing, shoes, food, the mask is one of the most popular category derivative. Shenzhen electric electronic commerce founder Gong Wenxiang said, micro channel sellers information flow has occupied the entire micro channel circle of friends of the 1/3, the derivative 80% were women, 80% micro business is selling the mask. China business has reached tens of millions of micro scale, Gong Wenxiang estimates in the micro channel selling mask individual sellers of up to 8000000.

Film marketing in WeChat circle, has led the two key factors. Micro message users is a significant expansion. China Academy of Social Sciences in 2014 released "new media blue book" pointed out that, at present WeChat users has reached 600000000, covering more than 200 countries and regions, both at home and abroad more than 270000000 monthly active users. Investigation shows, the highest utilization rate of the population is under the age of 24, accounting for 33.7%. The structure of income accounted for the highest monthly income of 3000 yuan to 5000 yuan middle class, accounting for 32%. From the user's micro channel structure, main body is the main public consumption, consumption potential is large, suitable for carrying out universal mass marketing activities.

The figures from the enterprise the Nuggets mask, even more than the size of the army. In 2014, one of the largest micro channel sales of the ten year old beauty mask brand official said, micro business pretty ten year old has two to three million people, more than a dozen official partner to buy pretty ten year old goods, then the distribution, almost every official partner of the docking business "derivative" there are tens of thousands of people, there are a lot of personal micro taking a personal, tens of thousands of agents. Micro public performance according to the monthly water has reached hundreds of thousands or even millions of wealth creation myth, a release of the public on the derivative of the bright future of imagination.

However, the paper prosperity can not hide behind the crisis, more and more people began to discuss the mask and other derivative is the "micro marketing" or "micro marketing". In March, Tencent official account of the micro channel micro channel public platform "release" on rectifying the illegal distribution pattern of behavior "announcement, said" with the public accounts, the use of micro channel chain development off the assembly line distribution, in order to profit or induce users to pay attention to "model mostly with fraud and other non legal nature, micro letter received a large number of customer complaints the. On the basis of "WeChat public platform service agreement", once found such a public number, the permanent Title treatment. WeChat official also pointed out, one is through the distribution pattern based on offline sales commission, the other one is the user with the promise of profits by rolling development. These models are derivative, hard to avoid. WeChat official position, will no doubt give micro's dream of getting rich great shock.

Why is the mask

In general, micro business sales category should possess three characteristics: often use and repeat purchase, easy to express and slightly characteristics. It is very suitable for mask category sales in WeChat.

First of all, the mask Market retains the quantity is huge. From the beginning of 2003, the mask industry every year to maintain a growth rate of 30%, to 2013, the mask market scale reached 16000000000, penetration rate is close to 45%, as many female skin care preferred. Moreover, the mask is a FMCG, other skin care products, a bottle can be used for several months, and the mask is a mask for the general use of a, 10 a box, calculated in accordance with a week's worth of 2-3 frequency, a box of mask use period is about 1 months. Micro business acquaintances marketing based on emotion, can no more potential customers for direct sales, only mask the huge demand and consumption of fast products can quickly increase sales.

Secondly, it is easy to mask packaging features: detoxification, whitening, tender skin, replenishment of ice...... Naturally become the preferred category derivative.

In addition, compared to other categories, the threshold is very approachable mask". In the micro channel mask out, thanks to its low threshold, the new film brands, registered a sound like a foreign brand trademark, a cosmetics OEM manufacturer in Alibaba, finally choose a material supplier, a mask brand "tall" in 30 days. Was born. For small and micro business inventories, the mask covers an area of small, express transportation nor liquid cosmetics are subject to many restrictions, as long as there is a mobile phone, every forwarding brands to provide the material, you can open the derivative of the road. Therefore, the mask has become small and micro entrepreneurs preferred.

Facial mask is also very easy to be profits products. He worked in the domestic cosmetics factory, now is the life of the marketing co founder Cao Ruixin said, the mask is mainly composed of base cloth, essence, tin film bag, the outer box of four parts, the essence of the costs directly determines the essence mask cost, and cost per kilogram to 1000 yuan from 10 yuan range, the essence content of each tablet the mask in 20 ml 30 ml -- that is, every kilograms of essence can produce 30 pieces of -50 mask. Coupled with the mask has the advantages of simple process, only a few million, a factory can according to the requirements of the OEM (OEM) mask product.

In addition, in the eyes of many enterprises, the state no taxes on micro channel, micro channel is not charged back costs, which is caused by the new mask brand more inclined to micro channel sales objective reasons.

Han Xiao Rongshen vice president once said: "micro channel said the image was a bit like Guangzhou saying 'wrong', which is a street vendor. Micro channel operation cost is very low, to attract a lot of people involved, and the market scale has become the climate, a 'ghost' may only sell a few pieces of goods, but the one million 'wrong' to generate sales, is big business."

"Derivative" MLM shadow

What is MLM? Although there is no clear definition of law of our country, but the simple point that, not to products and to develop off the assembly line as a business profit model can be considered as a pyramid scheme. The important symbol to judge whether the establishment of pyramid selling is the organization structure is a pyramid.

Author Murong Xuecun Murong Xuecun in a special report "undercover marketing 23 days", "describing the MLM training a group of people crowded in a small house, loudly shouting 'I want to get rich, the science of getting rich' slogan". However, the traditional marketing and micro business marketing means are not the same, all activities are centered on the network, the on-line and off-line even not seen. Micro business marketing concealment let agents in fraud, but not aware.

Compared with the traditional marketing, micro business marketing means more gentle, more secretive. In Tencent "on rectifying the illegal distribution pattern of behavior" of the announcement, from the first "distribution model based on offline sales commission" case can be clearly seen from the essence of marketing mode, confusing and second cases "with the promise of profits in the user and rolling development" is much more. Pull the user agent can obtain membership merchant cash vouchers, if you want to get the "VIP service" extra pay, VIP users enjoy more privilege (or into). Such behavior can easily be disguised as a normal business marketing activities, so that the user is not easy to detect, in a daze to dig up the money, but also feel the cheap.

Those who want to make micro business people, mostly have a get rich quick mentality. Want to get rich quick, and lack of discrimination, natural easily fooled, soon joined the micro marketing force, start from the people's assembly line, be overweeningly ambitious seller into a real product users. The winner is always a few people who are in the top of the Pyramid, more offline can only serve as the others.

In December 31st last year, to 250000000 yuan acquisition of Hong Kong listed companies in the digital realm Carina Lau founded just 3 months, Ka-ling 51% of the shares, the added value of the special fancy is the growth in the circle of friends savage Ka-ling mask and the mask on the Ka-ling portrait and name the.

Marketing mode and marketing mode is very similar to the Ka-ling mask. Mainly the development level, two level, three level of special agent, as long as the goods quantity to reach the required standard, want to do the level to which the agent. Ka-ling mask to take the goods price list, an agent, two agents, special agent to take the goods quantity were less than 1088 boxes, 204 boxes, 10 boxes, the higher the agent level, take the goods price is low, the three classes took the price is 73 yuan respectively, 85 yuan, 120 yuan, while the Ka-ling film in the terminal retail price of 198 yuan a box (a box of 6).

The price system, each agent have been warned not to arbitrary price, Ka-ling film distributor in WeChat on 3 illegal agent named warning, because they are illegal in the Taobao and other retail channels to sell products. But an agent to disclose, if want to get the store sales, first in the WeChat to the identity of the agent to take the goods, and then go to the retail store.

Ka-ling mask has a total of 25 general agent in China, they have been authorized to agents at all levels to provide "simple training and sales skills".

There are a derivative of an interview is so described: "the mask of the level of our goods are from friends with, she is my superior. Friends of the money is from her friends, she took, as well as the parent. Different levels, with the prices of the goods. Because the goods are from friends to get, so don't worry about the fake." "The company of goods only to the general agent, the other agents to goods is a level, can only take goods from their superiors. The agent of goods is a hundreds of thousands to take." "Sometimes in WeChat do some training, teach you how to sell, and some skin care knowledge." "Because the goods too, rely on their own power alone is difficult to sell so much to go out, so you need to continue to develop their own agents, so that agents from their hands to help you sell goods. So that you can sell more, earn more. "

Feng Jianjun is a cosmetics marketing experts. He said: "no shop operators, the multi-level distribution, partial derivative is actually a disguised pyramid schemes. The provisions of the state the direct distribution can not be more than 3 times, more than a MLM suspect. In this mode, a mask of micro business brand, will be the first in the country to recruit 15 strategic partners, a grade, two grade, three grade agent in the following, some will add an angel agency. This model is similar to the Pyramid structure of pyramid schemes in the spire, the total generation, a generation, two generation, their hands are often not only product sales, distribution; tower is the three generation of special sales and agents of these brands or angel, once the quality or marketing problems, often a huge backlog of products."

In fact, in addition to some mask business shop direct in WeChat, a considerable part of the layer mask business agent model (i.e. the derivative). Due to high price, the profit space big enough to look, so two agents and the three agents, three agents and the four agents, and so on to more than five agents. However, agents at all levels pay into the back of the mask can be sold to whom? This "high price + multi agent can only result in agents at all levels to hoard goods, agents at all levels to self digestion products, it is difficult to promote the terminal sales. At the same time, the system of the multi level, will inevitably bring about the market price of chaos, agents at all levels in order to ship, only to sell at a low price. A lot of mask profit basically is the intermediate channel size differential digestion, the upper end of the more likely to make money, the more is more likely to become consumers shall have.

In addition, the service can not guarantee the quality of products, marketing, and hybrid interference circle of friends and other negative effects as the shadow follows the form.

Ten year old beauty at Christmas last year issued to suspend the micro suppliers 3 months notice, its founder and chairman Wu Bin said that the current micro business existence of several major mishap: fake, arbitrary price, after sale service can not be unified management. "With the ten year old beauty is hot, fake problems have become increasingly prominent. Because in the WeChat and other non official channels operators illegal selling fake ten beauty products, these counterfeit product quality worrying. Ten year old beauty have been involved in the quality of the storm." Wu Bin said.

In twentieth Century 90 at the end of the 1990s, the "Friends of marketing" has been popular on both sides of the Changjiang River, dragged on board is not only my friends, parents, relatives and then to the development of. This is based on the social network marketing circle of friends, to the later, even the symbolic products don't need. To the mobile Internet era today, "mask man 90% is the development of agents, not the direct sales", "the mask is basically not to sell to consumers, actually nobody use cheap mask, seems like pyramid schemes, has become a marketing circle of friends through the symbol. Not limited to the level of the agent, the high initial fee from line managers do dream of getting rich. With the micro channel official position and control, perhaps, as a new business form, can get rid of the shadow of micro business marketing, healthy development. "

(original title: Marketing shadow derivative)

Editor: small Shen