Honey Bud For Market Development, Water Distribution, Commission

According to the world clothing shoes and hats net, the distribution and return mode has been more and more.

It is regarded as the "magic weapon" to break the bottleneck of traffic flow.

The reporter learned exclusively that the "Plus" business of honey bud member was quietly launched before the mother and infant electricity supplier was launched.

Look at the e-commerce industry, early

The NetEase promoter has the color of distribution remaid, but in the eyes of the industry, though the method of distribution return can play a role in enhancing user stickiness, but in the industry

In the initial stage of development, enterprises should also guard against "gun fire" while expanding their innovation models.

Honeybud opens membership Plus business

Test water distribution

More and more ways are being used to keep the channel sinking and getting the flow of honey buds.

In September 14th, the reporter learned from people familiar with the matter that honeybud opened Plus membership business and belongs to high-end consumers.

However, at present, the service can not be participated by all consumers, and the recommendation of the relevant recommender needs to be qualified as a Plus. Consumers need to scan the two-dimensional code provided by the referees before entering the registration page of the member Plus, and become a member of the honey bud Plus after paying 399 yuan.

Honey bud said that the business has not yet been opened to the public.

Attracting paid members is only the first level of the Plus business launched by honey buds. In addition, honey buds also have a mode of distribution and commission.

The so-called distribution and return commission is one of the ways to obtain traffic through social means. The electronic commerce platform no longer acts as a direct supplier's sales role, but instead sells the products by consumers instead of the electronic business platform, and shares them with friends through social channels. When a friend produces consumer behavior, the supplier of the electronic commerce platform or product will deliver the goods and return a certain percentage of commission to the consumer.

According to the page when the consumer is registered as a member of Plus, consumers can develop their friends through a new way and get corresponding Commission feedback when they become members. When members of their friends produce consumer behavior, members will get the rebate of the 1%-40% price of the commodity. If members can develop their friends into a new honey bud member Plus, the two sides will jointly get 60 yuan cash coupon.

Reduce traffic costs

Through the pmission of information between people, the electronic commerce platform tries to reduce the cost of acquiring traffic and speed up the speed of communication by means of fast fission social interaction.

Cao Lei, director of the China Electronic Commerce Research Center, believes that through the members, the distribution and return commission can be spread by relying on the strong network of contacts between the acquaintances, increasing more free traffic and enhancing the credibility of the platform.

At the same time, honey bud as a mother to child electronic business, has a certain social foundation, mothers will form a certain circle of mutual recommendation of goods, word of mouth value to enhance the role of commodities, in addition, some mothers will play the role of opinion leaders to promote the potential consumers around, because this honey bud with the distribution of the Commission will have a larger room for growth.

A mother and baby business operator, who does not want to be named, said that the distribution of remaid can build a strong relationship with the electronic business platform. The opinion leaders are the core of the care network. The electronic business platform helps to revitalize more social circles with a single point, which increases the platform's Leaping and promotes sales. After all, mothers who buy mother and baby products have dual identities. They are both promoters and consumers.

One of the key elements to attract users to participate in distribution gameplay is that users can get generous returns.

Honey buds also said in the propaganda, members rely on this mode monthly income can reach 5000 yuan, is an annual salary of millions of jobs.

Li Yongjian, director of the financial and Strategic Research Institute of the Chinese Academy of Social Sciences, looks at the early stage of the electronic business platform's promotion of the mode of distribution and return. It can attract some traffic through high commission, which is the reason why many e-commerce platforms are keen on this mode.

At the same time, the electronic business platform will also use this mode to retain more professional online shopping users. These users tend to be loyal users of the platform, and develop new users with the help of the old users to increase traffic for the platform operation.

Li Yongjian further explained that although the electronic business platform has reduced the cost of acquiring traffic with the help of distribution remaid, it has increased operating costs and risks.

Whether the Commission is more or less, the electronic commerce platform will pay for the Commission. When the commission ratio of the distributor is lower, the electronic commerce platform is more a strategy for stabilizing the traffic volume. About 3% of the e-commerce platform can still be withdrawn. Most of the cases are within the scope of the law. If the frequency of return to service reaches 20%, 30% and 40%, the risk borne by the e-commerce platform will increase.

Increased social risk

Demographic dividend is gradually disappearing, and high quality traffic is still a trend towards large business platform.

The use of social networking fission to bring traffic, breaking the bottleneck of e-commerce platform access to traffic, is becoming some of the electronic business platform to try to break through the way.

And honey buds have not yet been opened to the outside world, and the Plus business of honey bud members is similar. NetEase launched a short-term "internal test" at the initial stage of opening up. At the very beginning, only the original owner could directly enter the pushing public number by scanning the two-dimensional code before the closure of the NetEase mall, and became the promoter of the new platform.

Today, NetEase's push hands have been opened to the public and no longer become a requirement for pushing hands.

In response, a business operator who did not want to be named said that the electronic commerce platform was more cautious about distributing back to the Commission, collecting consumer feedback and consumption data in a small area, and analyzing the feasibility of using the mode of distribution and return to the electronic business platform. After the maturity of the model, the possibility of opening the service to the outside world will be considered.

Although the electronic business platform is more cautious about the distribution of the Commission, there are still some platforms that are suspected of being pyramid selling.

In July of this year, the gathering of micro stores first took the initiative to admit that the push mode of the platform was in conflict with the regulations on prohibiting pyramid selling, which was fined 9 million 580 thousand yuan for pyramid selling, and the WeChat public number of the global catcher was permanently banned by Tencent for alleged pyramid selling.

The collection of micro stores and global catchers require members to pay a nominal membership fee first. After the development of offline membership fees, the rebate has become the form of payment on the line. Through the fission of social interaction, there is a continuous "pull the head" to form a three level or even multi-level distribution, and the original distribution back to commission has evolved into pyramid selling.

Zhao Zhanling, a well-known IT lawyer, said that the first tier businesses continue to charge more members of the lower level and will be charged with pyramid schemes.

Internet industry lawyer Dong Yizhi also said that according to relevant laws, unless the company has a direct sales license, the royalty settlement involves 3 or more levels. Once the three tier distribution is involved or even multi-level distribution, the enterprise will be suspected of pyramid selling.

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Operating results to be assessed

Distribution to the electronic commerce platform, the use of strong relationship to obtain traffic to a certain extent, shorten the time and reduce the cost, but it is not a once and for all way.

In Li Yongjian's view, the mode of distribution and refunding has some advantages for individual businesses and individual commodities, but it does not apply to large-scale promotion. On the one hand, high commission also brings high cost. On the other hand, it is still difficult to find subsequent traffic realisation.

If the platform is able to have better flow realisation channels after attempting to distribute back to the Commission, it will continue to have the value of continuing to benefit from the distribution of the reopening of the market. However, for the current competitive environment of e-commerce, there are few channels to reallocate traffic.

In the context of the Internet, the conversion cost of users is very low. If the platform itself is not attractive, it is difficult to maintain long and stable traffic.

Li Yongjian bluntly said that in the short term, the e-commerce platform has obtained the traffic at a faster speed. In the long run, the distribution of the commission can not fundamentally solve the current bottleneck problem of the e-commerce platform.

CEO Lu Zhen Wang, a well-known e-commerce analyst and Shanghai Wan Qing Business Consulting Co. Ltd., said that the difficulty of on-line downloading is becoming more and more difficult. The way of distributing back to commission has lost its original attraction, so it is more difficult for the platform to expand and maintain the number of users.

An anonymous business platform operator told reporters that if a mature electronic business platform for many years suddenly began to try to distribute back to commission, to some extent, it proved that the current performance of the electronic business platform is general, users are losing, they need to use the mode to get traffic and urgent to cash in, giving investors an account.

Some e-commerce platforms that have advantages in supply chain management and products can further stimulate potential liquidity through distribution and return.

But Li Yongjian does not agree that the electronic business platform uses the mode of distribution and return to obtain the traffic. He said that shortening the shopping process before producers and consumers, flat is the trend of the development of the electronic commerce platform.

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