Recently, Xiaomi Youpin Youyu, Jingdong applet and Jingdong store have successively announced that they will stop operation. Previously, in October 2021, the Taobao shop backed by Taobao had just been closed.
In addition to membership based social e-commerce, this well-known name is also known as private shopping guide app for insiders. Those who are active in these apps, take the promotion of commodity links as a means, take the purpose of obtaining commodity order Commission, and pull new practitioners for the platform under the multi-level distribution mode are called push customers.
From 2017 to 2020, social e-commerce has become the outlet pursued by Internet manufacturers. Platforms such as fish, peanut diary and Fenxiang have sprung up, and the distribution mode of the platform itself or agents has split rapidly.
"MLM" is the sword of Damocles on top of these platforms. In 2020, the chief operator of taoxiaopu was investigated and punished on suspicion of MLM. In the past two years, the tuyere has been blowing towards the live e-commerce, further squeezing the living space of social e-commerce, and the dongxiaodian and taoxiaopu attached to the head e-commerce platform have also gradually fallen.
Huang Jing, a senior social e-commerce practitioner, told times finance about his experience. He has been a tweeter, once promoted to a tweeter mentor and served as the head of Jingdong alliance. His experience runs through the upstream and downstream of the industry and has also witnessed the changes of the industry.
Here is his readme:
If you fail to start a business and become a tweeter, you can earn 10000 yuan a day on double 11
I am a post-80s North drifter. I first worked in a central enterprise. In 2015, I started my business and opened a company that produces and sells air purifiers. At one time, there were 20 or 30 employees.
Because it was difficult to build an offline sales network, I chose online channels. The competition in the field of air purifier is fierce, and the promotion price of traditional e-commerce platform is rising. We can't afford such a high cost of getting customers. Coupled with the problem of product positioning, my entrepreneurship ended in failure in 2018.
After giving up entrepreneurship, I didn't find a new job. I was at a loss and accidentally noticed the business opportunities contained in private domain traffic.
At that time, I joined some wechat "wool" groups and received a lot of shopping preferential information every day. At first, I just bought. Later, I thought about why so many people took the initiative to send shopping preferential information. Group friends told me that there was a commission for promoting products.
I also learn to build a group, tell people I know that there are discounts for shopping in the group, pull them into the group, and then screen the preferential product information on the Jingfen app and share it with the group. All products of Jingfen app come from Jingdong. It is Jingdong's CPS (pay for sales) social promotion tool, which was launched in 2017.
On the Jingfen app, each product will indicate the specific number of commissions and their proportion in sales, ranging from 1% to 30%. As long as someone clicks the link I share and buys goods, I can get the corresponding Commission, and the buyer can get JD's after-sales service
Jingfen app
In my first month as a tweeter, my income was nearly 5000 yuan. With more and more people in the wechat group, my monthly income was stable at 10000 yuan. Sometimes in 618 and double 11 nodes, the daily income can reach more than 10000 yuan.
The key point of being a tweeter is to select products. The goods sent to the wechat group should match the needs of the members of the group. For example, the group is full of young people from first tier cities, so tweeters need to promote high-quality goods.
From ordinary tweeters to mentors, the income has not increased significantly
In 2019, Fenxiang and dongxiaodian, which specialize in private domain traffic, went online one after another, and I joined soon. They adopt a multi-level distribution model, and part of the Commission of pushing customers will be distributed to the upper level. I tried my best to pull new ones. I pulled thousands of tweeters in a month or two and became a mentor on the two platforms of Fenxiang and dongxiaodian.
In Fenxiang, users are divided into four levels: registered members, super members, mentors and partners. Registered members can only save money by themselves, and super members can share money. Mentors can take 20% of the sales of the whole team, and the promotion commission is 80% higher than that of super members
membership level of Fenxiang
Although the tutor's commission is higher than that of super members, my income has not increased significantly, and my twitter followers are gradually losing. There are problems with the platform itself. On the one hand, the goods are not attractive enough. On the other hand, when group control Siasun Robot&Automation Co.Ltd(300024) replaces human operation, the life cycle of wechat group is very short.
In terms of the external environment, the live broadcast e-commerce has become the outlet in the past two years. Sometimes the sales volume of a live broadcast can equal the sales volume of a small e-commerce platform in one month. Internet manufacturers chase hot spots, and their dongxiaodian and taoxiaopu get less investment. Their support for pushing customers is reduced, and my income is reduced accordingly.
The closure of Youpin Youyu and Dongxiao stores this time has little impact on Twitter users, except for those who particularly rely on the distribution model. Tweeters can translate to Fenxiang or move to other platforms. There are many platforms that can earn commissions. There are many CPS social promotion tools on the market. There is no multi-level distribution mode, and Twitter users do not need to share commissions with others.
In my peers, there are many powerful tweeters who can earn millions without absorbing subordinates. Some tweeters have tens of thousands of wechat groups, one wall is full of mobile phones, connected with data lines and controlled by computers.
Earn two shares of money from channels and businesses, and earn millions a year
As time goes by, I am gradually moving towards the industrial chain. By the end of 2019, JD alliance was looking for the head of investment promotion. I met the requirements of the Alliance for marketing and product selection ability, and opened the head of investment promotion business at the first time.
I met the golden period of the development of the head of investment promotion. At that time, some people even spent 200000 or 300000 yuan to buy the quota of the head of investment promotion.
When I was the head of investment promotion, I collected the products that needed to be promoted from the merchants. In order to achieve the goal of single product explosion, I spread the products to the community, micro business, micro-blog, know the public, the official account, shopping guide App, distribution mode App, such as fragrance, honey source, peanut diary, and the promotion channel of private community is still looking for push customers.
I earn two pieces of money. On the one hand, I send commodity information to my own wechat group to earn commissions. On the other hand, I charge a comprehensive service fee according to the sales volume of all channels. The service fee accounts for the majority, and I promote it to hundreds of merchants a year.
At that time, I knew a little about the business of the head of investment promotion, and I was relatively passive. Small businesses learned about me through the introduction of friends or the introduction of e-commerce platform, and took the initiative to contact me. My reputation is small, and no big brand comes to me.
At that time, I had only one assistant and my business scale was small. If I expanded the team, my business volume could be doubled and my reputation could be built. In 2020, he made a total of more than 1 million yuan, reached the ceiling of individual team, and decided to study in the industry to pave the way for the future.
Short video talent becomes the most powerful channel and starts to build personal IP
At the end of 2020, I joined the investment promotion team under the old shopping guide platform Beijing Zhidemai Technology Co.Ltd(300785) , which is responsible for providing omni-channel goods delivery services for brands / merchants, bringing performance increment to listed companies and products with strong incentives to the company.
There are nearly 100 people in our team, and special personnel are responsible for selecting products. I take these products to match the channels. For example, pet food matches the channels that are good at promoting pet products, and negotiate unit price coupons, commissions and service fees.
Tiktok, micro-blog, Kwai and other external channels are my main responsibilities.
Among the channels I am responsible for docking, short video talent is relatively strong. They charge commissions, service fees and pit fees, and keep the price very low, while other channels only need commissions and service fees. But there is no way. The number of goods brought by Daren for a live broadcast is limited, and businesses rush to live broadcast.
When docking with short video talent, we will encounter many "pits". For example, some talent have no ability to bring goods, and fans have no purchasing power. Businesses spend 300000 yuan to invite anchor to bring goods. In the end, 30000 yuan of goods have not been sold, and many talent's carrying data are brushed out.
As a middleman, we will try our best to avoid these situations and choose the anchor with real delivery capacity. If the merchant loses a lot, we will lose the opportunity of second cooperation.
Of course, this is not to say that the private community channel is not important. At present, I rarely operate the wechat group. I just send bills every day, but I can still earn 200 yuan a day.
Businesses attach great importance to private domain traffic. If they go live, the process is very cumbersome. In the early stage, they need to communicate prices and send samples, and they also need to ensure inventory during live broadcasting. In contrast, it is much easier to promote goods in wechat groups through the community.
In addition, many twitter teams have strong energy and may cover hundreds of thousands or millions of wechat users, with strong delivery capacity. Of course, the community has its own product selection logic. FMCG, daily necessities and digital products are more popular. If we promote cars, it will certainly not work.
In 2021, I created tens of millions of yuan of value for Beijing Zhidemai Technology Co.Ltd(300785) . At present, I have channel resources and am ready to start a second business after obtaining business resources. Because the e-commerce industry is resource-based and needs all kinds of abilities and resources, I still need to learn. At present, I have left Beijing Zhidemai Technology Co.Ltd(300785) and want to go to the big e-commerce platform to directly connect with businesses. There are companies in the industry who hire me with an annual salary of one million.
At present, the traffic of social e-commerce is scattered, the content forms are diversified and the social circle is layered, which all point to a trend: in the future, countless personal small center traffic points will be formed on multiple platforms. So I'm building my personal IP. I'm experimenting in a wechat group and working hard. I can find discounts for everything fans need.
