【直报网4月24日讯】（中国企业家杂志）传销、造假，今年年初开始，围绕在“微商”身上的负面消息开始越来越多。与此同时，层出不穷的微商培训机构预示着这个行业依旧处于高速增长。京东、苏宁等大型电商平台也正在利用微商模式进行渠道拓荒，积累了第一桶金的前微商们自己也开始寻找让销售和流程正规化的方向。

[report] network April 24th news (China Entrepreneur Magazine) marketing, fraud, the beginning of this year, the negative news about the "derivative" who began more and more. At the same time, micro business training institutions emerge in an endless stream indicates that the industry is still in the high growth. Jingdong, Suning and other large electronic business platform is also the use of micro channel business model development, the accumulation of the first pot of gold in the first derivative of their own also began looking for sales and process standardization direction.

今年年初开始，围绕在“微商”身上的负面消息开始越来越多。据报道，90后女生周梦晗曾赴奥地利留学，回国后营造“网红”身份，积累10万粉丝并售卖面膜，自称年收入近8位数。今年2月，众多买家投诉劣质面膜致容颜被毁，周销声匿迹。

The beginning of this year, the negative news about the "derivative" who began more and more. According to reports, 90 girls Zhou Menghan once went to Austria to study, after returning home to create a "red" identity, accumulated 100000 fans and selling mask, claiming to be the annual income of nearly 8 digit. In February this year, many buyers complaints caused by inferior face mask were destroyed, weeks to disappear from the scene.

周只是这场“微商”大潮中典型一员，层出不穷的微商培训机构预示着这个行业还处于高速增长。和曾经的散兵游勇不同，京东、苏宁等一些大型电商平台也正在利用微商模式进行渠道拓荒，同时一些年轻的微商也开始有了平台化运营的尝试，混乱的微商产业或许将得到改变。

This week is "derivative" in the tide of a typical member of micro business training institutions emerge in an endless stream, indicate that the industry is still in rapid growth. And once the stragglers and disbanded soldiers, some of the large Jingdong, Suning electronic business platform is also the use of micro channel business model at the same time, some of the young pioneers, micro business also began to have a try of operation platform, micro business industry chaos will probably change.

形似传销

The shape of the pyramid

2014年年底，朋友圈面膜销售开始迅速火爆，有数据称目前通过朋友圈销售的商品超过八成为面膜。

By the end of 2014, the circle of friends mask sales began to rapidly popular, there are data that the current through the circle of friends to sell more than eight become a mask.

一位面膜代理向腾讯科技描述了面膜销售的代理模式：

A description of the proxy pattern mask mask agent sales to Tencent technology:

1、做代理无需加盟费用，直接购买千元左右的货物就可以成为面膜销售代理；

1, the agent need not join the cost, direct purchase of thousands of yuan of goods can be the mask sales agent;

2、品牌代理有多个层级，拿货越多，层级越高，据其介绍最高等级的代理商需要一次拿货超过10万元；

2, brand agents have multiple levels, getting goods more, the higher the level, according to its introduction the highest level agents need a cargo of more than 100000 yuan;

3、成为高级代理后，就可以发展线下代理。

3, as a senior agent, can develop the line agency.

据该面膜代理商表示，每个层级拿货价格不同，赚层级差价得到的收入要远高于直接销售。她自称是该品牌的二级代理，每个月的净收入大概在二十万元左右。

According to the mask agents said, getting goods prices are different at each level, making the spread between the level of income is much higher than that of direct sales. She claimed to be the brand's two agents, the net income per month about two hundred thousand yuan.

这种模式很难不让人联想到传销，目前对传销的定义为：以销售或推销货品为名义，通过诱惑，拉人入会，收取入会费，为主要盈利途径的行为，即为传销。鉴别传销重要依据是其奖金分配制度是否具备金字塔分配。

It is hard not to think of MLM, at present the definition of marketing: to sell or sell goods name, by the temptation, holding membership, membership fees collected, as the main way to profit behavior, namely the mlm. Marketing is the important basis for identification of bonus distribution system with distribution in Pyramid.

律师赵占领对腾讯科技表示：“如果只是以代理销售产品为幌子，实际并没有或者很少销售产品，主要仍以发展下线会员方式获利，可能涉嫌传销。”

Lawyer Zhao Zhanling said: "if the Tencent technology only to sales agents under the guise of the actual product, and few or no sales of products, mainly still in development downline members ways to profit, may be suspected of mlm."

该面膜代理商进一步对腾讯科技表示，微商的工作非常简单，只要每天不断更新朋友圈即可。关于商品的质量，该代理商对腾讯科技坦承，很多微商只是转发上级代理的图片，对该商品的优劣情况并不知晓：“客户要货时，微商收取对方的钱后，再将客户要货信息以及货物成本金额一起转给上级代理，上级代理根据信息要求为客户发货。”

The mask of Tencent agent technology, derivative work is very simple, as long as the daily updated circle of friends. Quality of goods, the agents of Tencent technology admits, many micro business is forwarding the agent of the picture, the merits of the case for the goods do not know: "the customer to the goods, micro business charge each other after the money, the customer to the goods information as well as goods cost amount together to the agent, the agent according to the information requirements for delivery to customers."

赵占领则表示即便微商在无意中参与了售假也要承担责任：“对于这类卖家，如果售假，也应该向消费者承担假一赔三的责任，只是消费者维权比较困难，比如有时难以证明卖家的真实身份、维权成本高、执行难。”

Zhao Zhanling said that even if the derivative inadvertently involved in fake goods are also responsible for: "the seller, if the selling to consumers, should bear the responsibility of false a compensate three, only the consumer rights difficult, sometimes it is difficult to prove the identity of the seller, high cost, difficult to enforce rights."

Software counterfeiting

在百度等搜索引擎上进行搜索，会发现大量的微商培训机构。

Search in the Baidu and other search engines, will find the derivative of a large number of training institutions.

据腾讯科技了解，绝大多数培训机构都打着一夜暴富的宣传口号，有消息称一个即便是一个不太知名的品牌，只要挂上微商的噱头，上千人到场甚至请明星出场都是很普通的事情。

It is understood Artesyn technologies, the vast majority of training institutions and the upstart slogan, there is news that an even a less well-known brands, as long as the hanging on the derivative of gimmicks, thousands of people to even ask star appearance are very common thing.

一个参加过多场培训的微商运营者对腾讯科技讲述了现场的狂热程度：“现场会喊口号，做动员，甚至还有一些人携家带口一起参加。”

A multi field training in the derivative operators about the field of science and technology Tencent Frenzy: "the scene shouting slogans, do a mobilization, even some people with his family to join."

在培训过程中，更多的则是分享“干货”，主要内容为“加人秘籍”和“巧妙分享朋友圈”。针对目前在网上流传的一些微商的宣传手法，据业内人士证实，大部分为真实存在。

In the training process, the more it is to share the "dry cargo", is the main content of "added." and "clever sharing circle of friends". In view of some micro business promotional practices currently circulating on the Internet, according to insiders confirmed that the majority of real existence.

同时大部分培训机构还会要求会员购买两款软件，第一类是微信自动加好友的软件，该软件可以分区域、年龄、性别加粉；第二类则是“微信对话生成器”、”转账截图器“等软件，这类软件可以自动生成微信对话和转账截图的图片。

At the same time, most of the training institutions will require members to purchase two software, the first category is the micro channel automatically add friends of the software, the software can be divided into regional, age, gender and powder; the second category is the micro channel dialogue generator "," transfer "screenshot software, this software can automatically generate micro channel dialogue and transfer the screenshot image.

随后腾讯科技尝试下载了一款“微信对话生成器”，只要按照提示，就能够迅速生成对话截图，该软件不仅可以随意设置双方的头像、昵称、对话内容，还能插入语音，与真实的聊天记录并无二致。

Then Tencent technology try to download a "micro channel dialogue generator", just follow the prompts, you can quickly generate dialogue screenshots, the software not only can be set on both sides of the avatar, nickname, the content of the dialogue, but also into the speech, and no real chat records two.

据某淘宝店主介绍，这类对话生成器由来已久，应用途径也并非仅有微店，在淘宝创业的草根阶段，很多淘宝店主也用过类似的软件来进行宣传。

According to a Taobao shop owner introduction, this kind of dialogue generator for a long time, ways of application is not only micro shop, at the grassroots stage Taobao business, many Taobao shopkeeper also used similar software for publicity.

据工商局相关人士表示，利用“对话生成器”等网络工具造假，具有欺骗性，虽然这些软件技术本身并不违法，但是微商利用作弊软件虚构交易量和买家评价，从而误导消费者发生交易的行为，本质上是虚假宣传，已经构成对消费者的欺诈。

According to the trade and Industry Bureau official said, the use of "dialogue generator" and other network tools false, deceptive, although these software technology itself is not illegal, but the derivative by cheating software fictional evaluation of trading volume and transaction buyers, thereby misleading the consumer behavior, is the essence of false propaganda, constitutes consumer fraud.

平台型微商或是出路

Micro business platform or is out of the way

在微商一片唱衰声中，一些大型电商平台却逆势而动，开始在微商方面的布局。京东旗下拍拍微店发布10万微商合伙人招募计划、“微商特训营”全国巡讲计划，苏宁则鼓励员工开微店，国美也抛出10万微店计划。

The derivative of a bad mouthing the sound, some large electronic business platform has bucked the trend that began in the micro business layout. Jingdong's pat micro shop business partner recruitment plans to release 100000 micro, micro business training camp "national tour plan, Suning will encourage employees to open micro shop, the United States also dished out 100000 micro shop plan.

这种模式表面上依然是个人在朋友圈刷屏，但产品、物流、售后都有大型电商支撑，实际上微商已经脱离了个人代理模式，开始进入分销模式。

This pattern on the surface is still a person in the circle of friends scraper, but the products, logistics and after-sales have large electricity providers support, in fact derivative has been out of individual agency model, began to enter the distribution model.

据腾讯科技了解，上述两家电商平台引入线下资源较少，主要仍为自己的员工在操作。在业内人士看来：“电商平台的微商模式不仅仅是为了销售商品，更重要的是借助微信的平台进行推广和渠道拓展。”

According to the understanding of the two Tencent technology, electronic business platform into line with fewer resources, mainly for their own employees in the operation. In the industry view: "micro business model of electronic business platform is not just to sell products, more important is to promote and expand the channels of the platform with the aid of WeChat."

据苏宁方面介绍，一些员工已经将微店模式作为重要兼职，甚至有员工月收入能够超过千元。目前50%以上的苏宁员工已开通苏宁微店，以苏宁18万员工推算，目前已有9万家微店上线。而国美更是将微店提升到公司战略层面：“2015年后国美能否实现全零售战略、国美在线能否实现100%的增长，核心在于员工微店。”

According to Su Ning, some employees have micro store model as an important part, even the staff monthly income can be more than one thousand yuan. At present, more than 50% employees have been opened Suning Suning micro store, Suning 180000 staff projections, there are 90000 micro shop online. While the United States is the micro shop to company strategic level: "the United States can achieve full retail strategy, Gome online can achieve 100% growth after 2015, the core is micro store employees."

除了这些电商巨头，一些前微商们自己也开始寻找让销售和流程正规化的方向。腾讯科技曾经报道过的90后创业者李萌就是微商起家积累的第一桶金，转战智能成人用品行业后，她开始思考如何让手上的微商渠道正规化，随即成立了以成人用品为主的微商平台“微商优品”。

In addition to the electricity supplier giant, some former micro business also began to search for sales and process standardization direction. The first pot of gold Tencent technology reported 90 entrepreneurs Li Meng is the accumulation of micro started to adult products industry, intelligent, she began to think how to make micro channel normalization on hand, immediately set up a micro business platform to adult supplies based derivative products".

据她介绍，2014年年底以来，越来越多的一线微商也在思考“平台化”，一是原有的玩法已经到了瓶颈期，二是一些媒体曝光让他们开始担忧受到冲击。“但微商平台需要有一定的技术实力才能搭建，很多老牌微商没有耐心在技术上耗费时间精力，最后又回到了老路上”。

According to her introduction, since the end of 2014, more and more of the first derivative on the "platform", one of the original game has reached a bottleneck, two is the number of media exposure so that they began to worry about the impact of. But the micro business platform requires a certain technical strength to build, many veteran derivative patience in technology spend time and energy, and finally back to the old way".

责任编辑：小申

Editor: small Shen