【直报网5月21日讯】（网易网站 贺树龙）短短几个月的时间，原本被不少人看好的微商，却因为“传销”的出现，沦为了过街的老鼠、人人喊打。

Micro business [direct reporting network may 21 News (Netease website he Shulong) short months of time, had been optimistic about the many people, but because of the emergence of the "pyramid", reduced to mice of the street, everyone shouting.

日前，一篇名为《马化腾：微信重点支持微商发展，将有三大举措》的文章在业界疯传，大V龚文祥也对此文章进行了转发，并点评称：马化腾这个表态，让今年微商火爆的基础上再10倍以上增长。“微信支持微商”，这一明显不符合腾讯一贯作风的谣言能在业界传得如此沸沸扬扬，足见微商群体的影响力之大。

Recently, a title for "Ma: micro channel key support the development of micro business, there will be three major initiatives," the article in the industry crazy pass, big V Gong Wenxiang also this article forwarding, and review said: Ma this statement, let this micro business unpopular based on 10 times more growth. Micro letter of support for micro business, this is obviously not in conformity with Tencent consistent style of rumors in the industry spread too seething, signifying micro business groups influence.

不过，在发出此微博后不久，龚文祥便遭到了腾讯工作人员的强烈谴责，被直接抨击“请你不要再造谣”；谣言的破灭，也反映出了微商虽然盛行却不被外界认可的尴尬处境。

However, in the micro Bo issued shortly after, Gong Wenxiang was strong condemnation of Tencent's staff, is a direct attack on "please don't reengineering ballad; burst of rumors, also reflects the micro business despite the awkward situation of popular is not recognized by the outside world.

回归商业本质：微商真的只剩传销了吗？

Return to commercial nature: the micro business really only MLM?

披上互联网+外衣的传销

Put on the Internet + coat MLM

从去年开始，微商势力几乎在一夜之间渗透遍了大江南北。有数据显示，目前微商从业人数已经突破1000万大关，并且仍在快速增长。在首批较为成功的微商品牌的号召下，越来越多的创业者投身到了微商界。

From the beginning of last year, taking micro power almost overnight penetration times on both sides of the Changjiang River. Data show that the number of micro business practitioners has exceeded 10000000 mark, and is still growing rapidly. In the first of the more successful micro brand, the call, more and more entrepreneurs to join the micro business community.

网易科技调查发现，目前绝大多数微商都采用了类似传销的多级代理方式，这种方式迎合了普罗大众渴望一夜暴富的心态，但最终却是个典型的庞氏骗局。

Netease science and technology survey found that the vast majority of micro Shangdu current using the similar to pyramid schemes of multi agent, this way to cater to the proletarian masses yearning to upstart mentality, but ultimately it is a typical Ponzi scheme.

非官方数据显示，微商80%卖的是面膜，80%的微商是女性，其中又以家庭妇女为主。因此，网易科技与某面膜品牌的“直销员”小月（化名）取得了联系。

Unofficial data show that the micro provider 80% is a mask, 80% of the micro business is female, which is based on family women. Therefore, NetEase technology and a mask brand "sellers" Ozuki (a pseudonym) made contact.

小月是一位小城市的家庭妇女，去年她在朋友的介绍下成为了某面膜品牌的“直销员”，其朋友圈中经常可见“真正的良心好面膜，排毒、美白、嫩肤、补水、保湿醒肤、冰镇修复、抑制黑色素、淡化痘印……”之类的面膜广告；在屡次发广告无人问津、反而被不少朋友拉黑的状况下，小月花费上万元自购了一批货，目的只是为了达到指标、成为此品牌的三级代理。

Abortion is a small city housewife. Last year, she in a friend's introduction become a mask brand "salespeople", their circle of friends often visible "real good conscience mask, detoxification, whitening, tender skin, moisturizing and moisturizing renew, iced repair, inhibition of melanin, dilute the chicken pox and India..." Like a mask advertising; often in the hair advertising, nobody cares, but many of my friends pulled under a black, Xiaoyue spend million yuan since the purchase of the goods, the purpose is to index, become the brand of the three agents.

小月告诉网易科技记者，自己所经营的面膜出厂价为50元/盒，总代理拿到货以后卖给一级代理是80元/盒，一级代理110元/盒卖给二级代理，二级代理又以140元卖给三级代理，而处于最底层的直销员的拿货价格则是168元，到了最终消费者手里，面膜的价格就已经飙到了198元。

Xiaoyue told ZDNet reporter and operate their own mask ex factory price of 50 yuan / box, general agent to get the goods sold after a proxy is 80 yuan / box, a class agent 110 yuan / box sold to the secondary agent, two agents and to 140 yuan sold to three agents, and in the bottom of the salespeople with cargo price is 168 yuan, to the final consumer hand, mask price has soared to the 198 yuan.

像小月一样的从业者十分清楚，目前大多数微商是三无品牌，这些面膜最终只会砸在底层直销员的手里、而不会被消费。对小月他们来说，走到塔尖是她们的最终理想，而在小月的朋友圈里，“做微商一年买宝马”、“做微商两年赚到上千万”的“励志故事”也同样很多，这些对于财富的简单粗暴的饥渴感，诱使更多像小月一样的人加入了微商大军。

Like abortion as practitioners are very clear. At present, most of the derivative is three brands, the mask will eventually hit the bottom salespeople's hands, and not be consumed. Xiaoyue them, go to the spire is their ultimate ideal, and in Xiaoyue's circle of friends, "derivative a year buy a BMW", "do micro business two years gain about 10 million" "inspirational story" is also a lot of, these for wealth is simple and crude, the hunger, induce more like abortion as joined the derivative army.

类似玩法的结果往往和传销一样，“人传人”、“击鼓传花”的游戏玩久了，底层压货越来越严重，不少人因此借钱、破产，最后才发现自己进入了一个大骗局。而一旦游戏难以为继，品牌商往往金蝉脱壳、再立名目，开始经营下一个品牌。

The gameplay is similar to results are MLM, "human to human transmission", "drumming Chuan flower" game play for a long time, bottom pressure goods become more and more serious, many people so to borrow money, bankruptcy, only to find out in the end myself in a big scam. But once the game is difficult to continue, brands tend to do a quick change, then established names, began operating under a brand.

不少接受采访的行业人士都表示，现在盛行的大部分微商都是传销的变种。可怕的是，借助了互联网手段、围绕微信和QQ展开的传销比过去线下为主的传销更为隐蔽和难以控制。大打微商名头，让这些传销活动的迷惑性更强；而互联网的延展性又让传销组织可以更轻松影响到更多人；和线下传销相比，传销类微商的犯罪成本也很低，不需要场地，只需要一部手机、一台电脑、一个虚拟出来的品牌就可以作案。

Many industry insiders interviewed said that now the majority of the micro are popular MLM variants. Terrible is, with the means of the Internet, around the micro channel and QQ launched MLM MLM more subtle and difficult to control than the past based MLM. Play micro business name, let these marketing activities more confused; and the ductility of the Internet and let MLM organizations can more easily affects more people; compared to the line and MLM, MLM micro business crime cost is very low, do not have the venues, only need to a phone, a computer, a virtual brand to crime.

Where is the problem?

为了抵制传销骂名，不少微商开始宣称自己是“直销”。但电商人士刘朝阳认为，互联网的出现本来解决了信息不对称问题，让商品的价格更加透明。但现在的微商又要把电商的价格透明全部推倒，重新发展出多层级体系，重新让信息不对称，价格不透明，这是历史的倒退。

In order to resist the pyramid of infamy, many derivative began claiming to be "direct". But electricity suppliers Liu Zhaoyang believes that the emergence of the Internet has solved the problem of asymmetric information, so that the price of goods more transparent. But now the micro providers and electricity suppliers will be the price of the transparent all down, RE development of a multi-level system, re let the information asymmetry, the price opaque, which is a historical setback.

一盒成本可能只有10块钱的三无面膜，想要利用微商最终以198元的价格卖给消费者，这事儿本来就不符合经济规律。面膜之所以在微商界盛行，原因就是面膜是快消品，成本和最终售价差距很大，有足够的利润空间，而且女性用户较多。

A box of costs may only 10 dollars three mask, want to use derivative and ultimately to 198 yuan price sold to consumers, this already does not conform to the economic law. Mask is prevalent in the micro business, because the mask is a fast consumer goods, the cost and the ultimate price gap is great, there is enough room for profit, and more women users.

不过，在资深营销人士罗杰坤看来，其实有无面膜或者其他产品都不重要，因为大家看重的是这个类似传销的赚钱模式，而非产品。

However, in the senior marketing Luo Jiekun seems, in fact, there is no mask or other products are not important, because we value is this similar pyramid schemes money mode, rather than products.

“现在的微商其实就一个问题——没有人买，你卖给谁？”一位受访人士称，“大家都在玩火，没赚的想赚钱，赚到的想赚更多，其实都心知肚明，就等骗局破败的那一天。”

"Now the micro business is actually a problem - no one buy, who you sell?" A respondents said, "everyone playing with fire, the money not to make money, earn want to earn more, in fact we are all aware, scam rundown of the day."

当然，也有业内人士认为，微商本无对错之分，拿在好人手里是创新，拿在坏人手里便成了传销。未来，随着监管逐步到位和市场自我净化，传销类微商将失去生存空间，让道于产品和商业本身。而在此之前，微商将不得不继续承受传销骂名。

Of course, insiders believe that the micro business no wrong points, take the hands of the good guys is innovative, and take in the hands of the bad guys become MLM. Future, with supervision and gradually put in place and the market self purification, MLM derivative will lose living space, let to the commercial products and. Prior to this, micro business will have to continue to bear the infamy of mlm.

真正的微商该是什么样子？

What is the real micro business?

产品不靠谱、价格虚高、营销传销化、售后和维权缺失，微商的问题一大堆。不过，在一些业内人士看来，这只是微商被“玩坏了”的后果，真正的微商不应该是这个样子。

Products do not fly, the price of high, marketing and marketing, sale and activist missing, the problem of a lot of micro providers. However, in some industry insiders, this is only the micro business was playing bad consequences, the real micro providers should not be this way.

微商，是指基于移动社交的社会化分销模式，有B2C和C2C之分。前文提到的传销类微商主要是C2C模式，由个人发起商品的社交分享、熟人推荐、朋友圈展示与发货和售后等。而B2C微商则是指由货物供应者(包括厂商、供货商、品牌商)提供统一的移动商城直接面向消费者，负责产品的管理、发货与产品售后服务。

Micro business, refers to the social distribution based on social distribution, there are C2C and B2C points. The MLM category mentioned above is mainly C2C model, the social sharing of goods by individuals, acquaintances recommended, circle of friends show and delivery and after-sales, etc.. And B2C derivative is defined by the supplier of goods (including manufacturers, suppliers and brands) provides a unified mobile mall consumer oriented, responsible for product management, delivery and product after-sales service.

微商是去中心化的电商，最大的好处在于方便口碑传播和沉淀用户。如果产品确实够好，经过社会化传播之后，其品牌影响力和销量将会得到迅速提升，用低成本达到过去中心化电商难以企及的效果。此外，微商也是商家与用户直接沟通的渠道，商家可以通过将所有渠道接触的客户汇聚起来，形成一个属于企业自己的大数据库，从而实现个性推荐、精准营销。

Micro providers are to the central business, the biggest advantage is that the convenience of word-of-mouth communication and precipitation users. If the product is really good enough. After social communication, its brand influence and sales will get rapid promotion, with low cost to past center business is difficult to reach the effect. In addition, micro business is businesses and users of direct communication channels, businesses can through all channels to reach customers together, forming a belongs to the enterprise's own database, so as to realize the personalized recommendation, precision marketing.

从如今的互联网发展趋势来看，我们正在进入一个共享经济时代，每个人都可以通过互联网找到新的协作组织，类似Uber、Airbnb的协作方式将会深远的影响我们的未来。人们同样可以利用空闲时间和多余精力玩电商，基于朋友圈的推荐本来是非常有价值的。甚至有人预言，未来零售行业将呈现电商、微商和传统零售三种形态，比例依次为3：3：4。

From the point of view of the trend of today's Internet development, we are entering a shared economy era, everyone can through the Internet to find the new collaboration and cooperation mode of similar Uber, airbnb will far-reaching influence our future. People can also use spare time and spare energy to play with electricity suppliers, based on the recommendation of the circle of friends is very valuable. Some even predicted that the future of the retail industry will be electricity providers, micro and traditional retail three forms, the proportion was 3:3:4.

但未来的微商一定不是现在的传销类微商。品胜CEO赵国成认为，微商朋友圈刷屏、次品、假货等乱象，是因为大品牌的缺位造成的。“要经营得好，需要大的品牌、优质产品的经营，这是必然趋势，不以人的意志为转移。哪怕现在的乱象持续，但是我们认为这个趋势不会改变。”

But the future of the micro business is not now the MLM class micro providers. PISEN CEO Zhao Guocheng said, taking the micro circle of friends, such as fake, defective Shuabing chaos, because the absence of big brands caused by. "To run well, the need for large brands, quality products business, this is an inevitable trend, not the will for the transfer of people. Even now the chaos continued, but we believe that this trend will not change."

就像电商在国内刚刚兴起时，出现了不少依托淘宝发展而来的“淘品牌”一样，微商作为一个新的零售渠道，也会培养出不少微商品牌。但淘品牌普遍没落、传统品牌再次主宰电商的事实也说明，享受完渠道红利之后，商业会回归本质。

Like electricity providers in the country just when the rise, there have been a lot of relying on the development of Taobao Amoy brand, as a new micro channel retail channels, will also cultivate a lot of micro brand. But scouring the brand universal decline, the fact that the traditional brand once again dominate the electricity suppliers also shows that after enjoying the channel dividend, business will return to nature.

未来的微商一定是属于大品牌商的，也一定是全渠道的。如今在微商界玩得风生水起的那批人，如果不回归产品本身，不用做品牌的思路玩微商，也一定走不远。▲

The future of the micro business must belong to the big brand, but also certain channels of the whole. Now in the micro business play fast that group of people, if you do not return the product itself, don't have to do the brand idea of play micro business must go not far. 3