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“Having escaped harassment by the WeChat Army, but not the Jingdong Neibu Group.” Professional guide Li Pei (pseudonym) told the author that during the epidemic, he was home and a colleague on WeChat started doing WeChat. Because the news was too complicated, she simply closed the circle of friends. “But I started to get dragged into Jingdong’s internal shopping group, which made me feel uncomfortable.”
How many JD internal purchasing groups have you been drawn to?
It is not just Li Pei who has the same experience. Many netizens complained online: “Recent life is inexplicably surrounded by various internal Jingdong groups.” “Invited by 3 ‘Jingdong internal purchases” in one day. Some people were not saved after leaving the group: “My father secretly removed the in-app purchase group created by family members, was found and was removed.”
A screenshot of a WeChat group of a JD internal purchase discount.
The express WeChat group that the journalist joined while at university has become a “temporary shopping group on the Jingdong app.” It is full of many coupons, and the price shows “Jingdong price” and “domestic purchase price”, and the price difference between them varies from a few yuan to tens of yuan. After clicking the purchase link for one of the electric mosquito repellent incense, the message “Purchase price xx yuan” and “Currently a person still has a successful purchase” appears. Then you can go to Jingdong product page to place an order and enjoy the credit.
“Suddenly, I feel like JD.com seems to be in big trouble. JD.com group purchases have come up on my WeChat. Even people who haven’t seen each other for a long time and who only have one side of the relationship have started to send me invitations to JD.com group purchases. ” Consumers at JD.com are confused, “Is it really cheap to get this one? Or is it under too much financial pressure?”
The original owner of the reporter’s messaging group said he was also included in a JD.com purchase group and was told that he can not only enjoy the purchase discount, but also invites more people to get a “refund” for earn money on your own. Social electronic commerce called “Fragrant” was carried out.
“School hasn’t started yet, so we changed the WeChat group to a temporary in-app purchase group. These are the in-app purchase coupons from JD.com. The information it contains is submitted by a robot.” said the owner of the group.
What is the relationship between “Fenxiang” and Jingdong social e-commerce?
Jingdong staff said that Jingdong and Fragrance are separate individuals. Also, in response to the coupon question, JD customer service said, “The coupons belong to us.” However, customer service also emphasized that JD.com has not established a WeChat group and that the people in the JD.com purchasing group are not official JDs. “It should be our product link, they know there are coupons.”
But in advertising, the relationship between Fragrance and JD.com is very ambiguous. WeChat’s public account of the “Official Fenxiang Social E-Commerce Account” shows that Fenxiang and JD.com are strategic partners, and its founder and CEO Deng Zhengping is the former CEO and founder of JD.com. In addition, all products on the platform come from Jingdong Mall and enjoy Jingdong after-sales service. 99% of products enjoy special discounts or purchase discounts.
“Fragrance official number of social electronic commerce”, the introduction of “Fragrance”.
The main body of the previous WeChat public account is Beijing Fenxiang Technology Co., Ltd. Tianyancha revealed that Beijing Fragrance Technology Co., Ltd. was established in 2019, and the legal representative was Deng Zhengping, and JD.com was not listed on the list of shareholders. However, Jiangsu Saif Green Food Development Co., Ltd., which owns 8.7% of the fragrance, has Liu Qiangdong and Zhang Zetian on its shareholder record, and they own 7.23% and 1.81 %, respectively.
However, on April 20, Jiangsu Saifu Green Food Development Co., Ltd. changed its industry and commerce, and Liu Qiangdong resigned as company president, and Jian Jian took over.
Multilevel distribution model, Internet users: is it MLM?
Open the fragrant WeChat applet, the page asks you to enter the invitation code to register as a member and enjoy the discount or refund. Platform users are understood to be divided into ordinary members and super members, and super members often issue invitation codes through the formation of a WeChat community.
“The fragrance has no routines, all participation is free, after registration, friends buy things through our promotional coupons, we can also get commissions.” Fenxiang member Yi Tian (pseudonym) submitted information showing that the fragrance promotion system In the system, above the super members, there are also mentor and partner levels. The promotional income index obtained by each level is different: through the promotion of fission to develop the lowest levels, the promotional income will gradually increase.
A diagram of the promotion system submitted by “Fenxiang” members.
“Discount coupons, coupons, cabbage prices, loophole prices, it feels like a new round of MLM.” “Recently, there is a fragrance under Jingdong, which says it is MLM and does not pay money; saying that it is not, is also based on the development of the commission. Great guide from God?” This is a lot of people confused about fragrance.
“Looking at his ‘multi-level shooter’ seems to have an MLM model, but in this way I think he is not an MLM.” Zhang Xiaoju, a partner at Beijing Zhongwen Law Firm, explained that although social e-commerce will be similar in the sales agency model MLM distribution structure for MLM organizations, but the MLM distribution structure is not necessarily MLM.
Zhang Xiaoju believes that the purpose of extracting heads is different, and the essence of commercial marketing is different. The operator of the multi-level distribution of social e-commerce aims to sell products for profit. There is a real circulation of products and the products have an equivalent value. Consumers can compare prices through real e-commerce platforms. The mode is just a means of increasing passenger flow.
“MLM is building a ‘pyramid’ profit model through continuous and offline development. Your declared goods or services are not equivalent in value or cannot determine market value. Their purpose is to make huge illegal profits by continually expanding your levels. ” Zhang Xiaoju said that MLM organizers don’t care if the product transaction itself is true, if it conforms to business logic, or if it conforms to the specifications of the transaction. Typically, it’s removing the white glove from the east wall to fill the west wall, and using the new money to pay old investors short-term. In return, create the illusion of making money to cheat more investment.
A social e-commerce company was punished for alleged MLM
The social electronic commerce model is not the only way to distribute.
According to the “2019 China Social E-Commerce Industry Research Report” published by iResearch, social e-commerce can be divided into four types: Joint Purchase, Membership, Community Group Purchase and Content according to different methods of traffic acquisition and operating models. Among them, group buying, membership system, and community group buying are based on the network of acquaintances with strong social relationships and guide users to independently expand through price concessions and distribution rewards.
Zhang Xiaoju believes that the state encourages companies to use new channels such as mobile social media and new media to develop new online marketing models such as social e-commerce and the “fanatic” economy.
Actually, some social e-commerce companies have been punished for crossing Leichi. On March 18, 2019, the social e-commerce “Birthday Diary” was punished by related departments for alleged MLM (direct selling) violations, and the cumulative fine was 74.56 million yuan. The membership level is up to 51, and the accumulated commission is more than 450 million yuan. However, Flower Birthday Diary once charged membership fees.
Furthermore, social e-commerce platforms like Daren Store and Yunji Microstore have also been fined for alleged MLM.
“The purpose of order return from the e-commerce platform is to increase user persistence, and the previous customer’s purchase method is similar to group purchase.” Zhang Xiaoju believes that from a legal point of view, part of the profits from his own products will be distributed to the registered users of the platform. It is in line with normal business logic.
What do you think of the internal purchasing group JD?
