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微商,一个充满争议的词。
有的人说微商是一场骗局。
也有的人通过它获得了成功。
2023年了,再次回顾这个词语,你有什么想法?评论区留下你的故事。
首先,要明确一点,微商的核心是什么?这么解释,就是通过社交网络,利用信任背景做出的营销。这明明是非常值得切入的销售渠道,上期讲过的社交新零售,正是脱胎于此。那么微商为什么又做的臭名昭著,人见人怕?下面为你详细分析:
1. 产品质量:产品良莠不齐,一些商家在利益的诱惑下,用三无产品来滥竽充数,吹嘘夸大产品质量、效果或成交量,以此来欺瞒顾客。甚至说产品只是一个拉人头的工具,价高质次,正常消费者根本不会购买,零售卖不出去,代理手上大量积货,大呼上当。
2. 维权困难:这里维权包括消费者和层层代理商。先说消费者,当消费者买到不合格或不满意的产品需要退换货时,当钱款已经转过去多时却不见货物时,当产品使用后出现巨大危害需要维权时,卖家会立马变脸,甚至将买家拉黑或者关闭微信号来躲避消费者的“纠缠”。交易双方尽管有社交信任背景,但是大部分情况出了问题只能自认倒霉。 而对于层层代理商来说,维权之路亦是艰难,他们起初是为了快速升级,大价钱拿下更高级别的代理权,等冷静后才发现,自己能力不足招不到下级代理,产品质量又次又贵没有零售,手头上大量积货,击鼓传花的最后一棒就这样交到了自己手里。
3. 法律风险:其实法律风险还是因为产品的问题,没有真实销售,全是代理商层层消化。制度设置不合理,超过三层,直接被认定一个传销,当场去世。
4. 过度宣传:微商本来的立意是精细化口碑营销,打法就是成交转化高。结果被人玩成了一天刷五百个圈,彻底走调变成了大规模宣传玩概率,结果客户一看直接屏蔽,最后名声一臭,这下没得玩了。
好好的一个销售渠道,被一些老鼠屎弄成了人人喊打。一方面微商的迅猛发展显示出了这个行业的巨大潜力,但另一方面,缺乏法律规制和行业规范使得微商乱象丛生,各种侵犯消费者权益的行为层出不穷。我一直强调一点,渠道没有错,错的是利用渠道的方法。问题的核心还是在货源方。我也一直在说,货源方就像一个平台,大家代理来你这创业,是一个互惠互利,互相帮助扶持的过程。
那么真正的微商,或者说新一代的社交新零售,到底是什么样子的呢?下面为大家分析,当然这都是我个人的想法,大家如果有指正,麻烦评论到评论区,谢谢:
1. 产品质量:核心问题,由货源方把控,需要资质齐全,质量合格,定价合理,有销售前景。不可能你一个国产的啥,卖的比国际大牌还贵,过于离谱消费者根本不买账。
2. 售前售后: 这里分为代理商和消费者。对于消费者,售后支持要到位,退换货,物流这些直接就由货源方处理,减轻代理压力。对于代理方,退换货支持,云仓物流支持,还有最重要的,培训支持。
3. 法律合规:既然要做到合法合规,那么还是从产品出发,做真实销售。什么抽佣返点,当然也有变动。实际上是一个性质的彻底转化,从拉人头找下级代理模式转变成真实的零售模式。具体的模式设计会更加靠近实体代理模式。
4. 口碑宣传:由货源方做一些品牌背书,配合代理的口碑做营销。也需要对代理做一个详尽的培训。宣传也是有说法的,这年头你要输出价值,不是说你发几十个圈就完事了。
好了今天就讲到这里,我的理解是传统微商还是别碰了,新形态的还是可以尝试一下的。最近比较忙,下期讲解一期自媒体,利用信息差赚点零花钱。敬请期待!
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十一长假刚过去一天,放假在家,有人想着好好放松,有人却想着如何通过副业赚钱。 露营装备出租、兼职伴娘、上门喂宠……这几天,在二手闲置平台上,诞生了不少热门需求。 钱江晚报·小时新闻…
2022年10月8日 -
杭州女白领“搞副业”火了预计春节能赚4000元!
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原标题:杭州女白领“搞副业”火了:预计春节能赚4000元!妈妈喊她回老家遭拒:我是真的喜欢…… 临近年关,杭州多家宠物店迎来寄养、洗护服务的高峰,另外价格上在春节期间也会有不同程度…
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你有过副业焦虑吗?你所接触的副业到底养活了多少人
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“上班搞主业,下班搞副业”成了越来越多人的常态。 近年来,不少人热衷于搞钱,与此同时,各种可在线上兼职的副业宣称“有手就行”、“包教包会”、“在家接单”、“月入过万”,引得很…
2022年10月1日 -
揭秘流量卡:为啥只能线上办理?为啥普遍是外地卡?
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2024年6月6日 -
不智蝙跷积近许侧雾薇斑又呻?
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工资3000,副业30000?4步,摆脱死工资,睡觉也赚钱
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前两天后台收到网友留言: 我是公司职员,每个月薪水到手后,刨除生活日常开销和房租后,剩不下多少钱。现在人人都说副业是刚需,想请教一下,作为小职员,如何利用八小时之外的时间做好副业,…
2023年1月9日