In recent years, industry of electric business direct seeding is swift and violent develop, but the existence in the process that developing watchs data of number fiction, sale to create the problem such as the holiday, the businessman that is cheated is absent a few.
Reporter of the first finance and economics combs discovery, cause advocate sow with the businessman between " dispute over trifles " the key depends on coming on the stage cost, hole fee is exorbitant, and real sales volume did not amount to a businessman to anticipate. For example, net of Chinese judge copy clerk shows, on April 7, 2020, hangzhou Ruinashi commodity limited company (next weighing " Ruinashi " ) with limited company of entertainment of Jupiter movie and TV (next weighing " Jupiter movie and TV " ) sign " agreement of cooperation of promotion of goods of net red tape " , conventional latter is Ruinashipin the card does net red direct seeding to take goods to popularize, commission is 450 thousand yuan, protect a bottom to sell 60 thousand sheet. However, jupiter movie and TV fails to finish job of the promotion that take money.
"The company has had with MCN orgnaization, advocate after sowing collaboration, real sales volume follows the case that anticipates difference is bigger, perhaps say sale connects hole cost also the circumstance of short of. We are in later with advocate before sowing collaboration, begin to check its history to sell data. " brand of articles for use of a household is in charge of Chen Shan high to tell the first finance and economics the reporter, some heads advocate the stock up amount with sow a requirement certain, but did not go up finally direct seeding or direct seeding effect is not ideal, smooth inventory can one therein essay card is done dead.
In the light of direct seeding industry all sorts of chaos are resembled, on November 6, 2020, total bureau of national market supervisory government is released " the directive opinion that superintends about strengthening activity of sale of network direct seeding " (next abbreviation " opinion " ) , the liability that each principal part involves in making clear direct seeding to take goods course is compulsory, at the same time the requirement investigates product quality to break the law lawfully, advertisement breaks the law and encroach consumer the common illegal behavior in the goods of belt of 8 direct seeding such as legitimate rights and interests.
"MCN orgnaization and take consignor to sow fall in businessman unwitting circumstance, use brush the odd, means that brushs discharge to cheat a businessman, the behaviour that causes a businessman to pay redundant middleman's fee attributes civil and fraudulent action. If its have the objective of detinue, adopt dummy fact or the method that hide the fact, diddle the property with businessman larger number, still be suspected of constituting crime of fraud. " Meng Bo of solicitor of office of attorney of Beijing Beijing division tells machine of the first finance and economics the reporter, chinese advertisement association releases " standard of action of sale of network direct seeding " superintend total bureau to release with the market " the directive opinion that the market superintends total bureau about strengthening activity of sale of network direct seeding " , took goods behavior to provide a basis for normative direct seeding.
Exterior GMV and real sale are highest differ 70%
To the head advocate sow, before taking money, advocate sow with the conference agreement is additional hole between the businessman cost, come on the stage the Kpi agreement such as cost, in collection charge while, the businessman can ask advocate sow the affirmatory sale that keep a copy. For instance the businessman gives advocate sow pay 30 thousand yuan of hole cost, advocate sow acceptance to assure to complete how many sale.
The absurd source of student of Kpi agreement facilitates at two fields force: It is on one hand a few fall from the line new incoming businessman and brand, a budget can be made when making electric business living broadcast, the budget casts need to bring certain sales volume, sales volume pressure is met orgnaization of impute to MCN, advocate sow; It is MCN orgnaization on the other hand, advocate in sowing the process that recieving a businessman, direct seeding comes between the living broadcast that puts kinds or types of goods his to attract a businessman, need places the achievement between direct seeding.
Kpi agreement is substantially advocate sow with the argue that speech counterpoises between kinds or types of goods. When advocate when sowing the kinds or types of goods that has head discharge, businessman to be gotten very easily, advocate sow can come on the stage to businessman collection cost; But when kinds or types of goods to advocate sow for it is rare be short of, advocate sow with the businessman between nonexistent come on the stage the problem of cost.
"(businessman and advocate sow between) a kind of protection that Kpi agreement is pair of businessmen apparently, give MCN the orgnaization actually, advocate sow obligate very large operation space. Brush discharge for instance, brush sheet. " one is engaged in dress, quick pass the time in a leisurely way tasting in Shenzhen, Hangzhou, Zhang Sanfeng tells the inside course of study personage that the category such as United States makeup supplies catenary base reporter of the first finance and economics, MCN orgnaization, advocate sowing what sign with the businessman is not real sale, however exterior GMV, exterior GMV first-rate operation, a lot of star, advocate sow do not have the capacity that takes money, and the Kpi agreement that follows a businessman to satisfy, run naturally to brush sheet.
Zhang Sanfeng expresses, if the businessman follows exterior GMV to undertake actually comparative to Zhang amount, both difference rate has 50%~70% . Difference rate is OK fractionation is two parts: The refund rate, rate that return money.
To refund rate, between direct seeding the second kills shopping environment to fall, consumer concern does not grab goods, holding a kind in the arms to grab the psychology that says again first, when advocate after sowing next sowing, before the businessman has not delivered goods, consumer falls in rational condition, can choose in the goods that grabs, give partial money retreat, the scale of this circumstance is in probably 30% the left and right sides. To withdrawing money rate, give out goods in the businessman, after consumer gets money, retreat again, the scale of this part is 20% the left and right sides.
Generally speaking, businessman and advocate sow between be affirm according to consumer after receiving money have brokerage close an account actually to Zhang amount.
"2018 when, a lot of businessmen do not understand, advocate sow sell go out, deliver goods immediately, the circumstance that after sending money, discovery cancels order one pile, I am honest still later will do, once discover the circumstance that brushs sheet, look for those who brush sheet no longer later advocate sow sowed. Follow only now advocate sow talk about commission, affirm according to consumer after receiving money serve as actually to Zhang amount fiducial. Every affirm consumer brushstroke receives money, systematic tiring-room can undertake tripartite divides Zhang, namely orgnaization of businessman, platform, MCN, MCN orgnaization follows again advocate the Zhang that sow cent. " Zhang Sanfeng expresses, to brushing sheet, although platform does not distribute more fund substantially, but can do big fund running water, this also is to appear on the market company place needs.
Chen Shan thinks, the new thing of rapid development always can accompany a few new issues and chaos to resemble, like what direct seeding appears oneself define sale, discharge and sales volume are serious affusion, the product the good and bad are intermingled of sale, do not have sometimes when offerred service wait for chaos to resemble needing platform, businessman to try hard together, need orgnaization and advocate sow self-discipline, the one side that platform cannot see advantageous oneself GMV only to blowing the hubble-bubble since and " open an eye to close a key point " , businessman cannot to follow advocate sow much collaboration and the data with highbrow indulge, need to superintend an orgnaization to catch up with in time more.
Search exterior advocate sow take goods to cannot form compound interest
To the businessman that often happens by hole incident, decide by supply demand relations substantially.
"Advocate sow have discharge, vermicelli made from bean starch, and these are to just entered the businessman place of electric business direct seeding to be not had, speech right is natural with respect to the tendency advocate sow. A lot of businessmen are for direct seeding and direct seeding, do to die, this is not advocate sowed problem, however the problem that him businessman goes to stepping on hole. The businessman should put energy in it how will supply catenary to do is good to how will supply catenary to do, perhaps had made sale chassis. " Zhang Sanfeng citing says, the sale batholith of own company is to be in taste only meeting, can sell 2 billion ~30 one year 100 million yuan, to exterior advocate sowed fixed position, more it is to be taken do article announce, clear inventory, sell new money.
Zhang Sanfeng is not counted on exterior advocate sow can help oneself sell go out how many new money, because this kind of mode cannot form " compound interest " .
"Once use exterior advocate sow the mode that take money, on one hand, the businessman wants sales volume has a breakthrough, have to invite ceaselessly about exterior advocate sow; On the other hand, after cooperating this, when to cooperate the next time uncertainty is too big. Because one can take money advocate sow, he serves everyday at many businessmen, can take money the more advocate sow, the businessman hopes to be able to reach collaboration with him more, such advocate sowed speech authority carries rose, come on the stage cost, hole expend such premium nature to exist. " Zhang Sanfeng thinks, stand in the businessman's angle, the flower searchs 200 thousand yuan today exterior advocate sow the goods that sold 1 million yuan, but from the back how will earn money not to know, this was full of uncertainty, a lot of businessmen did not understand among them logic, now electric business direct seeding so hot, where vermicelli made from bean starch gets where more.
To this, chen Shan has the same feeling greatly also. "Mud and sand are carried along-there is mingling of good and bad of good and evil people mixed up always should be when each new thing rises quickly, a few businessmen are too superstitious and exterior of conduct propaganda exaggerate and be eager to hope for success, did not analyse oneself real case seriously, this kind of angst and implicit the pit that gave a few wicked direct seeding to set was entered set paid tuition. " Chen Shan expresses, arrive to illicit region to socialization from the search nearsightedness frequency arrives direct seeding, a place with a draught of electric business is changing all the time, blast tuyere changed to want to catch up with blast tuyere is right, but fundamental brand and product grasper cannot forget, successful case uses study, do not use apply mechanically to duplicate.
"What we want on sales volume is a line that rises smoothly, is not line of a wave. " Zhang Sanfeng expresses, what the businessman should think is how can make a money today, will earn tomorrow 2 money, acquired make a money, a such having " compound interest " , a mature businessman should ponder over this ability.
Have to can realize sales volume " the line that rises smoothly " , zhang Sanfeng depends on fostering his in the masterstroke of respect of electric business direct seeding advocate sow, the group has 60 many people; Deputy line is being made an appointment with at inviting exterior advocate sow, amount to a person.
"To deputy line, we are to taking our goods to follow advocate sow, MCN orgnaization will talk, a month will sow how many times, want one year to complete how many sale, can yield benefit in respect of price of kinds or types of goods so. In addition, MCN orgnaization, advocate sow the most substaintial changing is commodity sale now, and advocate sow sowing goods have life, need widens oneself gain channel, the company can be helped advocate sow the independent shop that does each sex to change. " Zhang Sanfeng expresses, solved a company on one hand so to exterior advocate sow " hit one gun to do not have one gun " compound interest problem, solved on the other hand advocate sow the abidance after sowing goods profit issue. Change character, advocate broadcast discharge, IP, the businessman gives kinds or types of goods and fund.
Platform does a project to need to pass 4 level commonly: In-house test, tree is pharos lever, cruel grow, normative doorsill. A lot of platform had arrived now " normative doorsill " level, platform won't erect surveyor's pole again, because turn over bite platform so easily, for instance between Xin Ba and quick worker.
"Inchoate when, platform is met an orgnaization of discharge tendency MCN, because of MCN orgnaization can hatch advocate sow; Now base of discharge tendency direct seeding, because only base ability drives goods, go all out for instance great, tremble sound from give direct seeding base flow at the beginning, and rather than advocate sow. " Zhang Sanfeng thinks, next, the businessman that masters kinds or types of goods will have speech right more and more, kinds or types of goods is scarcer be short of, advocate sow the businessman collaboration that hopes to be able to follow this kinds or types of goods more; Platform arrives in understanding those who taste is rare after be short of a gender, discharge is met more and more toward kinds or types of goods end undertakes declining.
Zhang Sanfeng expresses, this also is this should follow advocate the reason that sows collaboration to do independent shop, because this kind cooperates to be able to save the discharge cost of 20% at least, for instance 100 yuan commodity, can sell 80 yuan now, such consumer get benefit, company sales volume is steadier.
Business of direct seeding cable from 2016 arisen already had taken 4 year up to now, if say the period that is discharge star dominant 4 years this, after the industry moves toward maturity, next 4 years or will be the times that rare be in short supply tastes dominant.
(the Zhang Sanfeng in article, Chen Shan is alias)
