Pinduoduo has always been labeled as a social e-commerce, but Huang Zheng has never recognized this statement.
this is similar to the stock market that once hyped the concept of 5G, saying that you have it and you have it.
So many entrepreneurs flocked to the social e-commerce track to create their own social e-commerce by imitating and optimizing the Pinduoduo model.
It is a rising star of social e-commerce, a dark horse rushing out of the track-Fenxiang social e-commerce.
When it comes to Fenxiang e-commerce, the elites in first-and second-tier cities may be confused, because they don't even use Pinduoduo. How can they know about Fenxiang e-commerce?
I can't blame them for their ignorance. On the one hand, Fenxiang focuses on the sinking market, and on the other hand, Fenxiang has only been established for more than a year.
The background of its fragrance is quite "Taobao style".
We know that in 2113, Ma Yun secretly sent a "special forces" to the lakeside garden. A few months later, Taobao was born, which almost caused the embarrassing situation that "the water washed away the Longwang Temple".
Fenxiang's founding team is also one of JD.COM's own, and its birth background is also with a mission.
Liu Qiangdong once shouted "technology, technology, technology" and said it three times, stressing that JD.COM should transform from a self-operated e-commerce to a technology service provider based on supply chain.
JD.COM has been trying to complete this transformation through different ways.
in October 2119, Deng Zhengping, the former founding general manager of JD.COM mobile e-commerce, saw JD.COM's strong supply chain advantages and wanted to do his best.
So he led five employees who had worked in JD.COM to set up the Fenxiang social e-commerce platform. It relies on JD.COM's supply chain to provide low-priced and good goods, and relies on WeChat to split traffic, trying to become a different social e-commerce.
Unlike Ma Yun's instigation to set up Taobao, Liu Qiangdong did not directly instigate the establishment of Fenxiang e-commerce, but Fenxiang e-commerce did cater to the needs of JD.COM.
On the one hand, JD.COM should give full play to the advantages of the supply chain and use WeChat ecosystem to build a new social e-commerce platform; On the other hand, in recent years, the state has been encouraging individuals to start businesses at low cost, which is also the social responsibility of JD.COM.
Just these two things can be achieved. It provides jobs for groups such as pushers, shopping guides and treasure moms, and caters to the trend of mass entrepreneurship.
Fenxiang's corporate values are on the same channel as JD.COM's, so Liu Qiangdong naturally becomes the boss behind Fenxiang.
through stock rights combing, we found that Jiangsu Saifu Green Food Development Co., Ltd. holds about 11% of the shares of Beijing Fenxiang Technology Co., Ltd., and the actual controller of Jiangsu Saifu is Liu Qiangdong.
Keep your back against the big tree to enjoy the cool.
with the platform in Liu Qiangdong and the strong support of JD.COM resources, it is difficult for Fenxiang e-commerce to succeed.
So we can see that Fenxiang E-commerce, which was established just over a year ago, has captured 2 million promoters, covering 2 million WeChat groups, with over 51 million applet users and over 111 million users.
under such traffic, if a brand activity is carried out, the sales volume can reach one million units a day.
don't believe it. During the period of 618 this year, the cumulative order amount of Fenxiang e-commerce broke 3 billion, breaking the record set by Double 11 last year.
Fenxiang running all the way is redefining social e-commerce and becoming the vanguard of new social e-commerce. How did it do it?
We know that in the 1.1 era of social e-commerce in Wechat business, hoarding and overstocking have crushed many entrepreneurs.
in the era of social e-commerce 2.1, the membership system has been realized, and you have to pay a head fee to come in. In terms of user experience, it does not have the sustainability of development; In terms of compliance, it has repeatedly touched the red line of pyramid schemes.
But there is nothing we can do about it, because all policies are lagging behind for the new model, which is a common view in the Internet economy.
At this time, a new model is needed to prove innocence. Social e-commerce entered the 3.1 era, and Fenxiang was the first social e-commerce to eat crabs.
1 investment, 1 stocking, no head fee!
You just need to share the product with the people you want to share, and they use your invitation code, so they can wait for the money to come.
For example, Aunt Wang, who is outside the third-tier cities in Hubei Province, got the invitation code of Fenxiang during the epidemic, and the more she bought in Fenxiang, the more experienced she became. She often shares the goods that she feels good with her family and friends, but she didn't expect to get a small commission.
fragrance shopping "save money by buying it yourself, and others make money by buying it" has been verified by Aunt Wang.
seemingly ordinary sharing is actually a subversion of consumption patterns. In the past, people only bought things when they wanted to buy them, and people looked for goods. Now, by sharing, I tell you that there is goods, which is the logic of finding people. This is the trend of social e-commerce in the future.
Some people say that Fenxiang e-commerce focuses on cheap and good goods and captures the sinking market. Isn't it just picking up leftovers from Pinduoduo?
no!
At that time, Taobao and JD.COM had already formed a two-power struggle for hegemony, and Pinduoduo counterattacked. Can we say that the market in Pinduoduo was leftover from Ali and JD.COM?
In fact, Fenxiang captured the sinking in the first stage. Take Aunt Wang as an example. When Taobao and JD.COM were in full swing, Aunt Wang never enjoyed the convenience of online shopping because she was older.
why? Because it is too complicated to download, register and bind the card.
Later, Pinduoduo's "chop a knife" came, and it can be purchased through WeChat, but her son in a first-tier city refused to let Aunt Wang learn online shopping on the grounds that there were too many fakes in Pinduoduo.
Like Aunt Wang, there are not a few people who miss the wave of online shopping bonuses.
At this time, Fenxiang appeared, and used JD.COM's brand endorsement and the convenient sharing of WeChat ecology to "what you see is what you get" in the small program.
groups like aunt Wang have not been abandoned by e-commerce, and finally caught up with the last wave of dividends from e-commerce.
Fenxiang can be accepted by Aunt Wang so quickly.
Fenxiang has covered more than 111 million users in more than a year, which shows that there are still many undeveloped areas in the sinking market. The more sunken the place, the more it needs better technology to serve.
Of course, everything must be viewed in two ways. Although Fenxiang is developing in full swing in the sinking market, some people still reject it.
quite a few of them are groups that have been hurt by the social e-commerce 2.1 era. At that time, social e-commerce needed to pay a head fee to become a member and a shopkeeper.
In order to "get promoted", many people started with their relatives and friends around them, but they still failed to meet the promotion requirements after repeated invitations.
the point is, it will be accused of pyramid selling. Therefore, people who do not deeply understand the fragrance model also think that this is pyramid selling.
Fenxiang e-commerce is certainly not a pyramid scheme, it has no entry fee, and it is a team compensation model for product sales. However, it also needs to invite a certain number of new users to become svip.
Because only this means of inviting new members can bring explosive growth and become "viral spread", but it is easy to deviate from the essence of shopping and become a business that attracts people.
Therefore, before Fenxiang goes public, we must consider the positioning of the platform, whether to build an e-commerce platform or an entrepreneurial platform.
Feng Qing thinks that if it is used as an entrepreneurial platform, those who join earlier will ultimately benefit, and those who stand at the top of the pyramid can earn money to support their families, which is not in line with the principle of fairness in entrepreneurship.
So the best mode is to achieve partial employment when doing e-commerce, just as Ma Yun achieved his own ideas when he achieved others.
if you think this question clearly, Fenxiang will be listed soon!
author: Feng Qing