Social retailing is imminent, and many social e-commerce and WeChat business platforms have become "dark horses" with rapid development momentum. The data shows that the sales of social e-commerce in China in 20 19 was 2,224.7 billion yuan, an increase of 75.96% compared with 201264.3 billion yuan in 20 18. In 2020, the sales of social e-commerce market in China will still increase by more than 60%, reaching 370,365,438+billion yuan.
However, in recent years, many social platforms have been frequently accused of pyramid schemes during their development, resulting in a sharp decline in industry reputation. The "dark horse" that was originally optimistic has gradually become a "cancer" that affects the healthy development of the market, thus becoming the focus of attention of regulators. Take care of this object.
According to the new retail economic network, in 2020, there will be more and more social e-commerce and WeChat businesses suspected of pyramid schemes, and many platforms will be frozen, investigated and fined by the regulatory authorities. Suddenly, there was an uproar in the industry: some people "cried grievances", some people were dissatisfied, some people were dissatisfied, and some even vowed to fight. But breaking the law is illegal after all, and there will be nowhere to hide under strong supervision.
The amount frozen due to suspected pyramid schemes exceeded 654.38+06 billion yuan.
According to the incomplete statistics of public information, the new retail economic network found that in 2020, there were as many as 20 social retail platforms that were frozen and fined for pyramid schemes. Among them, there are 6 WeChat businesses. The total frozen amount of 20 platforms exceeded 654.38+06 billion yuan, and the amount of fines and confiscations has been publicized over 84.2 million yuan.
The data shows that enterprises in Zhejiang and Guangzhou are the most investigated. Among them, 15 companies belong to Zhejiang, accounting for the largest proportion; There are 8 affiliated enterprises in Guangzhou, ranking second.
As far as the regulatory authorities are concerned, Zhejiang Province and Shandong Province are the most investigated enterprises, with 5 and 4 enterprises respectively; The number of enterprises surveyed in Hubei Province and Hunan Province is the same, with 3 enterprises in each province.
As far as social e-commerce is concerned, in 2020, the company related to "One Brother Excellent Purchase" was frozen by more than 420 million yuan on suspicion of pyramid schemes, with the largest freezing amount. It is understood that Yigeyou Mall was officially launched in April 20 16, and its products cover snack food, beauty care, kitchen and bathroom cleaning and many other categories.
In addition to the above-mentioned investigated platforms, there are also a number of social e-commerce platforms investigated by the regulatory authorities, including Ivy Shopping, Cloud Goods Optimization, Huashehui Mall APP, etc. Among them, Aiwei Purchase Platform was put on file for investigation by Taierzhuang Public Security Bureau of Zaozhuang City, Shandong Province for allegedly organizing and leading pyramid schemes, and more than 40 people were directly controlled by the network.
Compared with social e-commerce, there are fewer platforms suspected of pyramid schemes in WeChat business, but the frozen account amount of Mifei diapers related companies is the largest, reaching 654.38+0 billion yuan. The publicity shows that among social e-commerce, seven platforms have frozen amounts and confiscated amounts respectively, while only 1 home of six platforms in WeChat business has been confiscated.
In addition, the new retail economic network found that among the above 20 platforms, the platform suspected of pyramid schemes is maternal and child e-commerce. In social e-commerce, there are shellfish stores, and in WeChat business, there are Mifei diapers, Kayomi, Kellogg's and so on. In addition to the platforms listed in the above figure, the membership model of mother-infant e-commerce mom purchase and honey bud is also frequently questioned.
The problem has blossomed in an all-round way, and the biography is still big.
At present, suspected pyramid selling is still the biggest problem of social retail.
However, nowadays, social retailing is criticized by far more than pyramid schemes. In 2020, many platforms were complained by consumers. According to statistics, there are many complaints about zebra members (Global Catcher), Ji Yun, Beidian, Darling House, Daren Store, Love Store, Good Clothes Store, Baby Dumping, Onion Overseas Warehouse, Pink Elephant Life, Everyday Shopping, Prosperity Optimization, Global Choice, Good Things Man Cang, Chuchutui, Good Things, Global Moment, Boudoir Secret Mall, Peanut Diary, etc.
Complaints mainly focus on the quality of goods, eye-catching, pyramid schemes, false propaganda, difficulty in refunding under the overlord clause, improper goods, poor after-sales service and long-term non-delivery.
In addition, at the end of 2020, the social e-commerce Honey Source APP was ordered to rectify by the regulatory authorities for illegally collecting personal information.
Similarly, the WeChat business that shows off wealth faces no fewer problems than social e-commerce. TST, the "WeChat business empire" with a tax of 2 1 100 million yuan, not only faces the question of communication, but also the product is caught in a disfigurement storm; Even Fan Milin, who followed the fire of "Sister Riding the Wind and Waves", was also exposed to negative news such as "OEM money sells at a sky-high price, the starting price of WeChat business is 500,000" and "cosmetics production license has not been obtained so far, and it cannot be proved to be a Hong Kong brand".
In this way, the problems faced by social e-commerce and WeChat business can be said to be a hundred flowers blossom. Many problems will inevitably affect the healthy development of the whole industry. Moreover, the traffic dividend of traditional retail is gradually disappearing, and it is inevitable that more criminals will take the opportunity to harvest traffic and cut leeks, thus further undermining the market balance.
The market is improving and supervision still needs to be strengthened.
The data shows that by June 2020, the number of netizens in China will be 940 million, an increase of 86 million compared with June 20 19, and the Internet penetration rate will reach 67.0%.
According to the data of "Analysis Report on the Development Status and Future Prospects of China Social E-commerce Industry in 20021-2027" released by Zhiyan Consulting, the number of employees in China social e-commerce industry in 20 19 was 480 1 10,000, and in 2020, the number of employees in China social e-commerce industry reached 77 million, an increase from 2065438+.
In July 2020, the National Development and Reform Commission and other 13 ministries and commissions jointly issued the Opinions on Supporting the Healthy Development of New Business Models, Activating Consumer Markets and Promoting Employment Expansion, explicitly encouraging the development of "new individual economy" and supporting diversified self-employment and time-sharing employment such as WeChat commerce, e-commerce and webcasting; Vigorously develop micro-economy and create various forms such as part-time and sideline entrepreneurship. In September 2020, the General Office of the State Council issued the Opinions on Accelerating the Development of New Business Forms, New Models and New Consumption, which fully affirmed the role of new consumption characterized by new business forms and new models in promoting the economy and gave strong support to the development of new consumption from the policy level.
Visible, with the support of social trends and policies, social retail will further develop and grow. However, according to the "Dianshubao" e-commerce database of the Net Economic Society, in 2020, China's social e-commerce field 17 platforms received * * * financing of 650 million yuan, a decrease of 6221.72 billion yuan compared with 20 19 years.
It can be said that the decline in financing amount is inseparable from the current less optimistic market conditions. However, even with the support of national policies, if the grass-roots buildings are unreliable, the increase in funds will only make the buildings fall faster.
So, how should social retailing be regulated? How can social platforms solve and avoid problems?
In fact, in the process of the continuous development of social platforms, the width of supervision and law enforcement is also expanding, and law enforcement behavior is more standardized. In the past two years, the state has continuously introduced measures to optimize the development environment, from network infrastructure to tax relief and increase financial support. In view of the new format and new model, we will constantly adjust relevant policies, remove "obstacles" for its development, continuously release positive signals, and inject "cardiotonic agents" into the industry. In addition, the promulgation and implementation of laws and regulations such as the "Electronic Commerce Law" is also conducive to promoting the overall normative development of the social e-commerce industry.
Lawyer Wu Xuhua, the founding partner of Zhejiang Kending Law Firm, believes that the operators of social e-commerce should operate in compliance with regulations, draw a clear line with pyramid schemes and provide products and services to consumers according to laws and regulations. However, he also believes that the relevant departments should further improve the legislation and law enforcement of pyramid schemes. At present, China's legislation and law enforcement standards on pyramid schemes are not perfect, so we should keep up with the development of new e-commerce formats and update and improve them in time. At the same time, it is necessary to further strengthen publicity and education, advocate coordinated law enforcement and joint prevention and control in various regions, and make the new Internet format develop healthily and well.
Generally speaking, the industry has mixed feelings about social retailing. Although it has good development potential, we should not always say that laws and regulations are lagging behind, overriding the law and constantly lowering our bottom line. Instead, we should focus on our own development, constantly expand the brand depth and create a healthy and good market environment.