Original title: evaded the harassment of the wechat business army and failed to evade the internal shopping group of Jingdong
“I escaped the harassment of the wechat business army, but I didn’t escape the shopping group in Jingdong.”
Li Pei (pseudonym), a professional guide, told the author that during the outbreak, she stayed at home and some colleagues in wechat began to do wechat business. Because of the complicated information, she simply closed her circle of friends. “But I began to be drawn into the shopping group in Jingdong, which made me uneasy.”
How many Jingdong shopping groups have you been drawn into?
Li Pei is not the only one who has the same experience. Many netizens complain online that “the recent life is surrounded by all kinds of JD internal shopping groups inexplicably.” “I was invited by three” Jingdong shopping in one day. ” What’s more, he didn’t escape after leaving the group: “my father secretly withdrew the internal shopping group built by his relatives, and was found and pulled back.”
A screenshot of a wechat group for internal purchase of jd.com.
The express wechat group that reporter joined in university has now become “Jingdong temporary internal shopping group”. There are a lot of coupons in it. The price shows “Jingdong price” and “internal purchase price”. The price difference between them ranges from several yuan to dozens of yuan. Click the purchase link of one of the electric mosquito repellent liquid, and the information of “purchase price XX Yuan”, “one person is still short of success” will appear. Then you can go to the product page of JD to place an order and enjoy the deduction.
“Suddenly, it seems that there is a lot of trouble in Jingdong? Jingdong internal shopping group has sprung up in my wechat, and even those who haven’t seen each other for a long time and have only met each other have started to send me invitations to Jingdong internal shopping group. ” A consumer who pays close attention to JD’s trend is confused, “is this really cheap? Or too much money pressure? ”
The former express delivery group owner said that he was also told that he could not only enjoy the purchase discount, but also get “Commission back” to make money by inviting more people, which was realized through a social e-commerce called “Fenxiang”.
“It’s not the beginning of school yet, so we have changed wechat group into a temporary internal shopping group. These are JD’s own internal shopping vouchers, and the information in them is sent by robots.” Said the group leader.
What is the relationship between social e-commerce “Fenxiang” and Jingdong?
Jingdong staff said that Jingdong and Fenxiang are independent individuals. In addition, in response to the coupon question, JD customer service said, “the coupon belongs to us.” However, customer service also stressed that there is no wechat group in JD, and the people in the group are not official personnel of JD. “It should be our product link, they know there are coupons.”
But in the publicity, the relationship between Fenxiang and Jingdong is very ambiguous. The official WeChat WeChat official account shows that Fen Xiang is a strategic partner with Jingdong. Its founder and CEO is the general manager and founder of the former Jingdong mobile business. In addition, all products in the platform are from Jingdong Mall and enjoy after-sales service of Jingdong, 99% of which enjoy special discounts or purchase rebates.
“Official number of Fenxiang social e-commerce”, about “Fenxiang”.
The account number of the above official account of WeChat is Beijing Fen Xiang Technology Co., Ltd. According to the data, Beijing Fenxiang Technology Co., Ltd. was founded in 2019, with Deng Zhengping as its legal representative, and Jingdong did not appear in the list of shareholders. But Jiangsu Saifu Green Food Development Co., Ltd., which owns 8.7% of Fenxiang, has Liu qiangdong and Zhang Zetian in its shareholder list, with 7.23% and 1.81% respectively.
However, on April 20, Jiangsu Saifu Green Food Development Co., Ltd. underwent industrial and commercial changes. Liu qiangdong resigned as the chairman of the company and was replaced by Mr. Jian.
Multi level distribution mode, netizen: is it pyramid selling?
Open Fenxiang’s wechat app, and you will be prompted to enter the invitation code to register as a member and enjoy the discount or rebate. It is understood that users of the platform are divided into ordinary members and super members, and the invitation code is often issued by super members through the wechat community formed.
“Fenxiang doesn’t have a routine. All participation is free. After registration, our friends can buy things through our promotional coupons, and we can also get commissions.” According to the information sent by Yitian (pseudonym), a member of Fenxiang, in the promotion system of Fenxiang, there are also mentors and partners above the super members. The proportion of promotion income obtained by each level is different. By promoting the fission development of subordinates, the promotion income will gradually increase.
“Discount coupons, coupons, cabbage prices, loophole prices, feel like a new round of MLM.” “Recently, there’s a fragrance under Jingdong, saying that it’s pyramid selling and don’t pay money; that’s not true, it’s also relying on the development of offline Commission. Do you have the guidance of God?” This is the confusion of many people about Fenxiang.
“It seems that there is a model of MLM in its” pull the head, multi-level “, but I don’t think this way is MLM.” Zhang Xiaoju, a partner of Beijing Zhongwen law firm, explained that although social e-commerce will have a multi-level distribution structure similar to MLM organizations in the sales agency model, the multi-level distribution structure is not necessarily MLM.
According to Zhang Xiaoju, the purpose of pulling Renren is different, and the essence of commercial marketing is different. The operators of multi-level distribution of social e-commerce take the profit-making of commodity sales as the purpose, there is real commodity circulation, and commodities have equal value. Consumers can compare prices through the real e-commerce platform, and the multi-level distribution mode adopted by them is only a way to increase passenger flow.
“MLM is to form a” pyramid “profit model through continuous development of offline products. Its declared goods or services do not have equal value or can not determine market value. Its purpose is to seek huge illegal interests through continuous expansion of levels.” Zhang Xiaoju said that MLM organizers don’t care whether the commodity transaction itself is true, in line with the business logic and in line with the transaction norms. They usually use the money of new people to pay short-term returns to old investors to create the illusion of making money and cheat more investment.
Social e-commerce is punished for pyramid selling
The social e-commerce model is not just about distribution.
According to the Research Report on China’s social e-commerce industry in 2019 released by iResearch, according to the different ways of traffic acquisition and operation mode, social e-commerce can be divided into four categories: shopping, membership, community group buying and content. Among them, group buying, membership system and community group buying are based on the acquaintance network under strong social relations, and guide users to spread independently through price concessions, distribution rewards and other ways.
Zhang Xiaoju believes that the State encourages enterprises to use new channels such as mobile social networking and new media to develop new online marketing models such as social e-commerce and fan economy.
In reality, there are also social e-businesses who have been punished for crossing Leichi. On March 18, 2019, social e-commerce “peanut diary” was punished by relevant departments for suspected illegal pyramid selling (direct selling), with a total fine of 74.56 million yuan. Its member level is up to 51, and the accumulated Commission is more than 450 million yuan. However, peanut diaries used to charge membership fees.
In addition, social e-commerce platforms such as Daren store and Yunji (3.73,0.29,8.43%) micro store were also fined for suspected pyramid selling.
“The purpose of e-commerce platform to push order rebate is to enhance user stickiness, and the above customer shopping method is similar to group buying.” Zhang Xiaoju believes that from a legal point of view, it is in line with normal business logic to allocate part of the profits of its own commodities to registered users of the platform.
What do you think of Jingdong shopping group?
Source: China News Network; Peng Jingru