WeChat's friends circle is in conflict with the acquaintances in the shopping circle

When you open a WeChat circle of friends and share information about sharing emotions, sharing knowledge, and sharing life, there are many attractive pictures and texts that peddle products. Following QQ and Weibo, WeChat has become a new online marketing channel. A relatively private dating space has become a layer-by-step business field. This twisted business chain is full of uncertainties.

The circle of friends encountered "killing"

Advertising is everywhere, and even a small range of WeChat circle of friends is now slowly becoming another "network store." It is both a friend and a businessman. This is the dual identity of the “differentiated” groups that are sold in the circle of friends. After the “mobile phone became a walkie-talkie,” WeChat became another Taobao unconsciously, and started off with almost “zero risk”.

What is "microblogging"? It is a business person who sells goods in the WeChat circle of friends and does "acquaintance business" to call himself. Some of the micro-businesses have migrated from other platforms such as Taobao, or have opened “shops” at WeChat, and some have been “home-grown” WeChat stores.

"GUCCI bag, foreign counters authentic, like me!" A simple description, coupled with 1-9 pieces of product details, in the public circle of Miss Chen's friends to release such information similar to four friends, They are friends she met in real life.

Each promotion information in the circle of friends is only a brief introduction to "text and picture", the price is not transparent, sales are not displayed, and there is no feedback on the product. The transaction method is to pay the goods after payment first. Most of the sellers will go to the seller's bank card number to trade directly. Some sellers will consider the feeling of consumers to take the Alipay platform transaction. Although everything looked very indecisive, but according to Miss Chen, the circle of friends helped her four friends make monthly pocket money, and one of them had monthly sales of over RMB 10,000.

"No invoices, no after-sales service, but also embarrassed with people asking for a refund, is really dumb to eat Coptis - there is no way out." Ms. Chen has been very worried recently: out of trust in her friends, she bought a friend in WeChat. Circulation of goods in the circle of friends can be bought and found that it is only high imitation goods, simply not worth the price they paid, can be embarrassed and asked to return. Although it was only a small thing, it was always embarrassing.

According to Miss Chen, a month ago, she spent 900 yuan to buy a backpack from a circle of friends. “The shop owner is a friend of my college classmate who specializes in international brands. At the time, looking at pictures and texts were good.” Ms. Chen said that when she got real things, she was dumbfounded. "Similar to the imitation of five or six hundred yuan on the market, the leather is generally not a delicate one."

When she passed WeChat and negotiated with the other party to return the goods, things were not so easy. From the beginning of the lukewarm replies, to the end it became nothing. Because it was a classmate's friend and I was too embarrassed to continue to "tangle up," Miss Chen had to give up the idea of ​​returning goods. This shopping experience made her call "pit father".

At the moment, there are many people like Miss Chen who are shopping in WeChat's friends circle because of their trust in friends and classmates. Many of them also found that they were not happy after the fact that they had something to hand. However, due to face and other reasons, they couldn’t complain about rights protection and had to “have lost money.” ". This act of doing business in WeChat's circle of friends was reluctantly hailed as the "new version of the killing plan."

Taobao shopkeepers moved to WeChat

A circle of friends doing business is earning "acquaintance money." However, it cannot be underestimated that sellers have begun to move from Taobao to WeChat.

Liu Yan has opened an online shop on Taobao for two years and has done overseas purchasing. Liu Yan told reporters that the experience of opening an online shop taught her how to drain water. She is very optimistic about the potential of the circle of friends and has moved to the battlefields of WeChat and Weibo. "To do shopping, word of mouth is the most important thing, what you want is to pass the effect of ten to ten hundred, and the influence of the circle of friends is more rapid."

Lin Biao is the owner of a tea set Taobao shop. She told reporters that at first he was just sharing some interesting photos in a circle of friends, such as some chic little porcelain. “As a result, many of my friends came to 'like' and asked me where the porcelain in the photo was sold.” In this way, Lin Biao started a business in a circle of friends. To her surprise, in just three months, the sales of porcelain in the store rose by 30%.

"Acquaintance economy" is contradicted

"I would love to use WeChat, but more and more friends have made me disgusted by the advertisements." The frantic bombardment of advertisements in the circle of friends has caused many people to resist emotions. In the interview, Li Meng has been on more than one occasion. I complained to reporters that now I am using WeChat to send text messages to my friends. I like to open WeChat when I'm not doing anything. The frequency of using WeChat every day is high, but with the increasing number of friends, many unfamiliar people are added. It's not a good idea to refuse. Friends have been sending more and more product advertisements. Most of these products are not of interest to them. "Sometimes opening a circle of friends is a product advertisement."

There are many people who have such feelings. The reporter interviewed more than 10 WeChat users at random, and many of them said that the trend of the recent circle of friends becoming a “shop” has become more and more obvious, and sometimes it is often skipped over and ignores the existence of such information.

For this, Miss Wechat, the seller of Miss WeChat, frankly stated that she had been marketing on WeChat for more than six months and she was actually “blackened” by friends because of her frequent advertisements.

“There were several new products on one occasion, so six messages were continuously updated in half an hour. As a result, a friend sent me a micro-letter to remind me.” Miss Yuan said that the friend told her that she was annoying privately. However, due to feelings and embarrassed "embarrassed" her, and some others directly to her "black". Since then, Ms. Yuan has mastered the skills, sending only one message every two or three hours.

In addition to the need to control the frequency of sending messages, the number of WeChat friends, the selection of promotional products, and the selection of WeChat friends are some of the bottlenecks that WeChat businesses currently face.

Ms. Zhong, the WeChat seller, said that raising the number of WeChat friends is an issue that she urgently needs to solve. Although she can use her own work, Ms. Zhong can meet many new friends and add their WeChat. However, after a period of trials, she found that the effect was not obvious. "Most of them are just generics. They don't know about hobbies, and they are often blacked out by these people. The volume of transactions is not much." Ms. Zhong said that how to make his products more accurate in marketing is a big bottleneck for him now. The bottleneck of other WeChat stores around us.

Small-scale, fake sales constrain "microblogging"

In an interview, the reporter found that most of the sellers engaged in promotional activities in WeChat's friends circle are individuals and will not be registered with industry and commerce. Some of them will open online shops on Taobao. Its sales method is mainly to use friends to recommend, through the display of goods counters, express orders, counter votes to "tempt" circle friends. Most people's sales are accompanied by friends, and then introduced by friends to other friends to maintain business.

"One of the characteristics of marketing in the circle of friends is the use of acquaintances to achieve the geometric growth of the propaganda effect. This type of marketing using word-of-mouth communication is actually a kind of 'viral marketing', rapid spread, and efficient communication." Mr. Liu, the head of the alliance, said that since it is spontaneous between users, there is almost no cost, and the effect is obvious. However, he believes that the small size and sales of fake clothes will restrict the development of "micro-business."

However, whether or not a friend is willing to pay for your business every time is also questionable. Mr. Liu told reporters, “As acquaintances established on a social basis, as soon as they reach a transactional relationship, the relationship between friends will inevitably weaken. From the current situation, if you can do business in a circle of friends, you are already on the e-commerce platform. With years of experience, there is a certain customer base. The circle of friends only plays a complementary role."

“How many people can be in a circle of friends? A few hundred! The biggest problem in marketing in a circle of friends is that it is difficult to scale. If you want to be an e-commerce platform, there is no value without scale.” Mr. Liu, head of the Qingdao Internet Business Alliance, also pointed out that "Circle will also bring about a small-scaled, from this point of view, it is difficult to achieve large-scale operations." More importantly, from the marketing and transaction process of the WeChat circle of friends, whether users can get shopping here Legal protection is still in doubt. Since Taobao is not a trading platform like that, the circle of friends is only a social channel. Orders and payments are completely completed by direct connection between buyers and sellers, and there is no return process. The entire shopping process is not like C2C and B2C with third-party platforms. Safe on the site.

This article is a reprint of the online media and represents only the author's point of view. It has nothing to do with the China Labor Insurance Network. If news articles and comments infringe your legal rights, please call us and we will handle it in a timely manner.

 

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