2016-02-24 17:16
The transformation of business logic micro rebate distribution line
[straight news network Beijing on February 24 news, Beijing Daily) although previously there have been Han beam "actor" to join the derivative lineup, but COFCO healthy life refresh advertising the event let distribution model of micro business causes heat to discuss. In this drama, each enterprises are trying to through the distribution pattern started the brand visibility, to seize the new position, and even promote the revolution of enterprise transformation. The future of online sales will go to the "center", in the premise of the channel is king, channel to get the world.
What is the question "pin"
Beijing Daily News reporter recently reported the route through the rebate COFCO trip derivative of muddy water, caused concern to the industry, COFCO group is the latest "COFCO electric mall" is involved in direct sales or multilayer distribution and marketing has become the focus of the discussion of public opinion.
A COFCO posters recently in the circle of friends crazy scraper, the state-owned giant COFCO announced to enter the micro business. The launch of COFCO COFCO electronic business is a city called "COFCO healthy life" service number of micro channel. However, unlike the previous micro business straightforward announced different advertising, forwarding a poster was widely disseminated a text full of temptation. According to the rules, everyone can focus on the service number, generated with their own two-dimensional code poster. When other consumers by scanning the two-dimensional code into the mall and consumption, then you can get the rebate poster. This is also known as "do not spend a penny, you can join the COFCO" way.
In this regard, there are friends and the media questioned said that COFCO move to direct behavior, and even the existence of MLM suspect. COFCO healthy life then said in a statement, a period full of temptation of advertising is not COFCO the record, and this activity is launched COFCO stage consumer incentive activities, the micro channel account has never been involved in direct sales business and multilayer distribution business ".
Beijing Daily reporter contacted COFCO healthy life, but the company has not responded on the matter.
The interpretation of variant distribution
With one word, the direct MLM distribution to COFCO the event cast a shadow. However, in addition to the alleged illegal pyramid selling is prohibited, direct marketing and distribution are the normal mode of operation. Direct marketing experts in dragon seems like the emerging online distribution model is the enterprise "expert" product detailed interpretation on the policy. According to the rules, consumers can participate in the activities of the infinite increase, but each of them corresponds to the top enterprises, avoid the "pyramid".
Is a fine line between direct sales and marketing. As early as 2005, the State Council promulgated the "direct management Ordinance" and "the prohibition of marketing regulations", the definition of direct sales and marketing behavior.
Fengtai District Trade and Industry Bureau explained that the relevant person in charge, the MLM is to sell or sell goods name, by holding membership, charge a membership fee is the main path to profitability, as early as in 1998 completely prohibited the. Direct marketing companies to recruit salespeople by salespeople in a fixed place of business directly to the sale of consumer product style. However, direct business enterprises must get direct sales license issued by the state licensing.
Dragon Ramzan said that whether the existence of multi payment is to judge the MLM and not a important reference, is the development of the line is the key form of pyramid scheme to obtain the benefits.
"Distribution for industrial and commercial system and is not a professional terms, consumers through share business goods rebate behavior is not prohibited, the appropriate rebate and Chengdu in legal category, Fengtai District Business Bureau relevant responsible person said, MLM personnel structure is pyramidal, excessive levels. The law more than three suspected pyramid schemes, three magnitude is not generally recognized.
In fact, the distribution of the intention is to establish sales channels, in the traditional enterprise refers to goods or services from producer to consumer in the process, to obtain the goods and service ownership help the transfer of ownership of all the enterprises and individuals. The business enterprise distribution partners did not obtain the ownership of goods, is more similar to the transmission of information, advertising, and access to income from advertising.
Seize the new variant channels
The earliest online distribution model for micro business, its unique mode of transmission is rapidly becoming the brand marketing, transformation and upgrading with the rapid spread of the Internet characteristics of enterprises, even to seize the new channels.
As a direct "originator", Amway micro shop as a channel upgrade. Amway launched a mobile studio in 2016. The studio can be free, free distribution of goods shelves, consumers only need to sweep the two-dimensional code or click on the link to enter the personal marketing page. However, individual studios cannot develop offline, other individuals can join for free distribution to Amway to create a personal studio.
Vice president of Amway Greater China market more than put said that Amway's mobile social networking business model has its own advantages, it retains the multiplication of direct sales personnel, core competitiveness of word-of-mouth communication, production and sales integration. And with the help of mobile social network enlarge and strengthen these characteristics, by moving the distribution business and to improve the efficiency of marketing staff is very ideal of "Internet + path.
Taking the micro distribution as to promote the rapid expansion of the brand in the engine. MSI's micro business platform Meng shop Distribution preceded by the name of "mobile social networking business", invited the "large" will share a link to social networking platforms, both of which will be cash bonuses and sale distribution of goods Commission incentives can be by "partner program and coach function. MSI CEO Sun Taoyong said that the future will be the sale of micro business integration.
The operation cost increasing line, and electricity supplier channels saturation of traditional enterprises and commercial enterprises have to explore new channels. Previously, Haier and other giants have announced the micro business put up a pageantry distribution plan. With the adorable shop to distribution as the basis to build electricity providers, micro business giants distribution is just a channel, saw the potential customers around the staff. Look in sun taoyong, Su Ning, the United States, the 1st shop in the business platform of the year AD traffic fee invested a lot, so let their employees or customers to buy things, in fact, is economical advertisement traffic charges, allowing more profits to the customers and employees.
China trade promotion will research institute researcher Zhao Ping said that the traditional commercial uses is "center" pattern, grab traffic is fundamental to development, however, in the upgrading of consumption to center is the development trend of future electricity supplier, "in the trend of the channels is the king and pre empt the layout is enterprise to consider."
The commodity is still the core thinking
Although the Internet for online distribution provides fertile ground for the spread of viral, but hot debate will disperse, after started the brand, can really make the channel from the earth, the conquest of the consumer or commodity price.
Textile, electrical appliances and other traditional enterprises were increasing in line cost, low cost and great potential of online distribution into their line of sight. In the eyes of the dragon like, the rise of the mobile Internet to the traditional enterprise went online to a fast track. Statistical data shows, COFCO scraper advertising only three days time is for the service number increase powder to over 300 million, even if it is subsequently issued a statement also in a short period of time the amount of reading more than 100000 +.
However, the viral heater quickly cool. Only continuous consumption can lead to continuous rebate, no sustained rebates, are constructed for a short period of time distribution camp fear will rapidly disintegrated. Appears in the North Institute of special expert, Beijing Institute of Business Economics Secretary long Lai Yang, each enterprise to construct the distribution platform have brand limitations, compared with other channels, if commodity price no advantage, will be very difficult to arouse consumer interest.
At the same time, micro business distribution low entry threshold also brings great uncertainty to the industry. Previously, micro channel has cleaned up the micro business platform and a large number of suspected mlm. This "cooked" mask agent "also let the micro business reputation. COFCO and other enterprises can help explore the derivative of "turn over" is not a small question.
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