The way to make money

Editor’s introduction: The micro-commercial industry has already begun on social software such as WeChat. Basic every WeChat user has several micro-sales; it is based on WeChat ecology social distribution model, Enterprises or individuals based on new e-commerce companies in social media; this author shared about micro-commercial model, let’s take a look.

I have to say this is a good question, I am looking forward to answer.

I started to touch the micro-business, 18 years officially started, do my own social e-commerce project; farten for 3 years, personally trader 5 projects, help friends plan a dozen projects, In-depth studies have studied hundreds of well-known social e-commerce projects.

A lot of newcomers who want to enter or just enter, do not know which proxy models of micro-commerce and social e-commerce; social e-commerce has become mainstream mode, micro-business thinking has become industry thinking, this year More brands have joined social e-commerce camps, Mengniu, Yili, Wahaha, Ali, Jingdong, spell, Xiaomi, Vipshop, you can call the last brand has been cultivated in social retail fields.

But most people still don’t understand social business companies – talking about micro-commerce feeling is pressed, and social e-commerce is a rebate.

Today I share the three kinds of three proxy models of micro-commerce and social e-commerce (can also call a proxy system), in order to make it easy for everyone to understand, I will use a representative platform to case instruction.

The agent system is the soul of the entire micro business, which is the architecture of the community.

It is the same as the reinforcing structure of the building – what kind of proxy system determines what kind of community organization you will grow.

Good agent system follows two principles: first come back, you can get more.

So a good item will allow the next level to exceed the previous level in the case of satisfying the conditions.

That kind of complete lying, the next level will always contribute to the previous level.

Here I have focused on explaining what the proxy system is, how is it?

All proxy systems are designed according to the product, and different products have different systems, and they cannot move.

We must first determine which proxy system taken, followed by the five core elements of the agency system:

Agent level and promotion method; agent pricing system and rights; agents distribution model; agent assessment and management Mechanism; agent exit mechanism;

From 2013 micro-commercial birth to now, in addition to the maturity of the micro business industry, micro-commercial models are constantly optimizing, from micro business to social e-commerce, more and more compliance.

Although the micro-commercial brand, the micro-commercial project is endless, but the core agent model is only three.

Hierarchical microconcer wholesale mode; platform micro business rebate mode; layerLevel microconresses + platform micro-commercial mixing mode.

01 level micro business system

Traditional channel agent + Internet \u003d level agent micro-commerce, 2013 – present.

The level of micro-business system is relatively easy to understand, that is, the level wholesale mode is exactly the same as the traditional channel agent mode; simple point understanding is the traditional channel agent model + Internet, it will change to level agent micro business.

Represents the company’s thoughts, magic, Mengniu, Yili, Guangming, Wahaha, Wang Laoji’s new retail project, and many brand micro-business projects.

One-time purchase reached the requirements, the more the number of goods, the higher the level, the lower the price of the goods; the fewer the number of goods, the lower the level, the higher the purchase price.

The low-level agent is shipped from the high-level agent to the advanced agent.

Advanced agent recruits low-level agents, shipped to low-level agents, and training low-level agents, establish sales channels, and retail products.

Why is there so many choice level micro-business systems?

Although, some people say that the level agency system is a traditional micro-commercial, the system is old; but the level agency system is still very important in the product sales process – the current domestic doing The relatively larger micro business, the size of billion or even billion micro business, is a hierarchical micro-business system.

Hierarchical Micro Business Advantage:

There is less invested: the general level agent model has only one brand, only a few products can be successfully connected; this is what you see a circle of friends. Most of the micro-commercial brands, you generally don’t know.

The fund is fast, and it is possible to operate light asset: hierarchical agent model is to be in stock, the goods must pay, so you can pay the money first, then delivery; this model to the platform’s fund requirements The lowest, when crazy in the past few years, even negative assets began to work, after receiving the agency, it officially started to produce.

The mode of operation is simple, the threshold is low: the traditional channel agent + Internet \u003d hierarchical agent micro business, the flyer earning the difference has been thousands of years, everyone is too familiar.

The pattern is mature, it is easy to get started: Operation is also easy to match.

Will be used by a lot of big group captains to choose: .

The hierarchical system is easier to achieve short-term fast outbreak: Advanced agent is the main force of shipping, the pre-pending high-level agent, first-level agent, fast shipping, fast fissure of level agency system

Boss awareness, activation agent: hierarchical wholesale mode money, basically the superior agent is received; as long as someone will place an order, you can receive the money, you just like the boss, collect money, earn Difference; open a store with you to do business is the same, and you will feel within your control, so you will be stimulated.

This mode is disadvantage:

need funds, need pressure, and the higher the level, the more pressures; the funds of the agent are large, the decimal pressure is high, and many times will be smashed. Proxy’s own hand is going up, the control is not good, and the group event is easy. The agent must be in stock, warehousing, but also responsible for selling goods, the later logistics and after-sales are also in their own; the core ability of micro-business is based on social relations to complete the communication and sale of goods, and too much and scattered tasks. It has seriously affected the efficiency and benefits of micro-commerce.

Traditional level micro-commercial models have already been seen in the market, and the current level of micro business model is basically optimized.

We use only honey thin as an example:

Agent price

is very simple, you can understand.

is divided into total generation, first-level agent, secondary agent, three agents, special agent.

General generation, take the goods 218, the total payment 130800. First-level agent, take the goods price 258, the total payment 67080. Secondary agents, take the goods price 308, the total payment 30800. Three-level agent, take the goods 358, the total payment 10740. Special agent, take the goods 418, the total payment 4180.

2) Agent mode

The agent mode is also very simple, earning the wholesale difference in the lower level.

With the highest level, enjoy the company’s special enjoyment reward.

3) Assessment System

The most powerful traditional micro-commercial model is the assessment system – high pressure policy.

The monthly sales will not meet the standard, downgraded directly; the assessment of the two consecutive months can apply for the general generation.

We will look at Mengniu’s slow-in mode:

02 Social Mall System

Direct + Internet \u003d Social Mall System, 2015 – Today.

The social mall system contains independent App social malls and established membership system on small procedures or WeChat public numbers, and social malls are all team returns, and the number of teams is extremely dependent; The understanding is that the direct sales mode + the Internet will change to social mall models.

We now say social e-commerce, basically refer to social mall system; use hierarchical micro-commercial, all brand micro-commercial, all of which use social mall systems to platform micro business.

Represents companies include gathering, global catcher, Bayi, Darling home, peanut diary, Tao small shop, secret secret, etc.

Social Mall system has several characteristics:

Light threshold, unified entry: All members no longer determine the level according to the amount of shopping, everyone is the same level, the same running line, fair compete.

No need to stock, no funds, no storage pressure: just purchase a member package, the general price is 398, you can start to upgrade.

Provides a generation of services: after-sales, logistics, training to the platform, reduce the burden on the agency work.

Mall product diversification: Thousands of hot products + small amounts of high profit products, the concept of the main mall, greatly reduce the user’s contradiction psychology.

All orders are uniformly paid to the platform: the platform entrusts third-party payments to individuals, finance and taxation.

The social mall bonus system is basically divided into three levels, and each level has different conditions, but all levels of getting goods are the same, everyone will enjoy different return and rights.

First, consumers can become a primary agent by purchasing a specified gift package or to meet the specified consumption amount, enjoy the self-employment, share money; the primary agent can also recommend the primary agent, get recommended rewards, the recommended agent reaches a certain amount upgrade.

After upgrading, enjoy a higher development agent recommended commission, and higher sales commissions; upgrade to advanced agents after this type, the intermediate agent is upgraded to advanced agents, enjoy a higher proportion of promotion reward commissions, and subordinate agents Competition percentage reward.

This has produced a lot of zero threshold projects, including the social new retail projects that have just launched, good goods, and secrets, etc.

The advantage of zero threshold is to experience it without spending money. If you are in a strange side, the bad place is that there is no timely feedback after the development agent, and the stimulation of the agent is not enough.

We parsed as an example:

On May 3, 2019, the gather was officially launched in Nasdaq, USA, and became the first membership system for the first listing in China; From the birth of the membership system, it is controversial, and the gathering is the pioneer of this mode.

Cloud gathered to go to the United States, which means that the cloud set model can withstand the world’s most stringent financial regulatory review, but also means that the government’s relevant departments have been significant. Milestone effect.

1) The gathering of the gathered tops

The gathering is the pioneer of the membership system, using S2B2C mode, purchase gift packs, becomes its store owner, save money, share money, will consume Changes to consumer.

The S2B2C mode was first implemented by Vice President of Alibaba Group, and Chief of Staff.

Its core concept is, from S (Supplier) big supplier, help small B (Business Business Sales Goods to C (Customer) Customer, S and Small B Service C, supply chain and factory direct consumers.

The gathering app was officially launched in May 2015, and it was also called the cloud collection micro store.

In May 2019, the gathered in Nasdaq, USA.

Member is the core of the gathering, contributing 66.4% of GMV, reaching a reset rate of 93.6%. From 2016-2019, the gathering members have grown rapidly, from 900,000, 2.3 million, 7.4 million to 1.38 million; in the same period, GMV (total transaction) is 1.8 billion yuan, 9.6 billion yuan, 22.7 billion yuan and 35.2 billion yuan .

2) Cloud Agency System Depth Analysis

How is the gathering in the proxy system?

We take the 398 package to become a gathering owner after the introduction of the 398 package.

The owner has three major rights:

Invited new owners, reward 60 cloud coins (cloud coins can only cost, can’t be cashed). Share the item to a circle of friends, there is a retail customer purchase, you can make a commission. You can enjoy the sales rewards of the gathering.

When you sell the package and team sales of teams reach the requirements of the upgrade, you can upgrade to sales managers.

The sales manager enjoys 3 equations:

A group of 25% of the sales profit is 25% of the sales commission; the sales commission of the cloud collection hot sale is very low, 100 The block may not only be 10 yuan commission; according to 10 yuan, it is 2.5%. Children Reward: New Recruitment Store, you can get the benefits, this is the main source of sales managers’ income; the owner does not enjoy the direct cash rewards of the community and recruitment, only the sales manager is only, so I want to make money will actively upgrade. sales Manager. Sales Manager Counseling Bottom Sales: I am a sales manager, I will recruit a sales manager. He is flattened with me. In principle, I don’t have any income. That’s in this way, I will not recruit sales managers, so give you a flat level Recommended reward.

The service manager is the highest member level of the gathering, the rights and interests are almost the same, just a higher level than the sales manager, so that the sales manager will also become a subsidiary of your team.

The gathering has greatly reduced the threshold of members. Many retail customers will join the gathering. They make money, do not make a gift, a gift, a discount mall – this is social e-commerce Consumers can become the root cause of consumer.

There are several characteristics of the gathering system design:

Everyone unifies the threshold, there is no problem with who spends more than anyone else level, the traditional micro-business agent mode is to see who is more money. If you want to upgrade, you can only fight, no back door can go. All toThe high-level person has already had a team, it is growing. After following the first, you will always follow Master; at the same time follow the capabilities, because the promotion has a threshold limit, it is likely that the apprentices have reached the conditions, Master is not reached, then Master will be separated from Master.

03-level agent + hybrid mode of social mall This model is still far away, 2016 – present.

Hierarchical agent model products, non-standard, compressed goods, easy to turn into cut leaves, difficult to enjoy team gains, so they can only improve the threshold for the highest level agent.

Platform Mall model is low, not flexible enough, especially those who are already in the team, want to transform.

Hybrid mode combines the advantages of hierarchical model and social mall mode.

Represents companies with Mifei, ABM.

This mode is a recharge agent, does not need to be put, the platform is generated, but it still needs you to invest a certain amount of funds, usually from a few hundred to thousands.

I used Mifei as an example of business model analysis:

Mifei model has also become a mainstream mode, and traditional level micro business is basically in this direction. optimization.

With the traditional level of micro-commerce ratio, Mifei has the following advantages:

If the agent does not need to pay, no delivery, all product companies have a generation; after-sales, logistics, training to the platform, reduce Acting work burden. There is no assessment pressure, and there is no cut leeks.

With the micro-gathering platform, Mifei has the following advantages:

The model is mature, the acceptance is high, and the existing team is easy to transform. There is a proxy level difference, the brand can quickly invest quickly, quickly return. Commodity retail profits are enough to meet the needs of sustained profits. Have a team gain, and the team has a positive driving force.

04 Selecting the appropriate mode according to the product

Which mode is selected according to the product, with product prices, product profits, product consumption, product audiences are concerned.

For micro-commercial projects – the product is the core foundation, the agent model is soul, traffic resources are lifelines, and sustained profitability is guaranteed.

Agent mode can be said to be the weight of the middle, the depth resolution of the gathering mode, please see another article: Deep dismantling: What is the essence of the cloud set business model (on).

Finally, I want to say that the micro business is really a matter of easy things, especially now to pay the e-commerce model, let alone think that as long as you do it, you can make money.

Wanzhao Changwen: How does it start to make a few billion micro-commercial projects a year?

This year, this special time has entered a lot of newcomers, watching everyone feels that there must be, I swear, I can only say that too.Light. # 专栏 writer #

kk. Zhongkai, WeChat public number: Kay’s world, everyone is a product manager column writer.A cross-border community exchange business is jointly founder, continuous entrepreneurs.Ten years of the Internet, social e-commerce works in 2 years, entrepreneurship has passed O2O, used car, applet, pet social, social e-commerce field.

This article is published in everyone who is product manager.Reprinted is prohibited without permission.

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