At the end of 2018, The American Chamber of Commerce released a list of the richest people in the micro-business industry, which aroused widespread concern inside and outside the industry. To the surprise of many people, the emerging industry of micro-business has quietly risen in a short period of time and developed such a large number of enterprises.
Now, this list has been more than two years, suddenly looking back, at that time, the list of micro-business enterprises, some of the scenery is still the same, some of them came later, and some of them quietly withdrew for various reasons, fading out of the industry's sight, and once they were the leaders standing at the tip of the industry pyramid.
Tang Taizong once said that if you take copper as a mirror, you can dress properly; if you take people as a mirror, you can know what you have gained and lost; if you take history as a mirror, you can know what is good and what is wrong.
So we decided to write something for these once-popular micro-business brands, whether it was to commemorate their path or to contribute a heavy lesson to those who came after them. We named this series "Disappearing Micro-Businesses" in the hope of bringing some inspiration to practitioners through these stories.
Marx said: Once there is a proper profit, capital is emboldened. If there is 10% profit, it is guaranteed to be used everywhere; if there is 20% profit, it is active; with 50% profit, it is desperate; for 100% profit, it dares to trample on all human laws; with 300% profit, it dares to commit any crime, even the risk of hanging its head.
From 2011 to 2014, Li Xiao continued to maintain the first place in the whole network of Tmall Taobao with the brand Yan Gege, but Li Xiao's ambition was far from here.
After eating through the traffic dividend of the Ali ecosystem, with the shift of Tmall's key support to domestic first- and second-tier brands and international big brands in 2014, Li Xiao officially "went out to shop" and gambled on social e-commerce.
In 2015, Li Xiao established Zhejiang Gejia Network Technology Co., Ltd., and in April 2016, officially launched the e-commerce platform global catcher based on the WeChat ecosystem.
After a one-year membership precipitation period, its WeChat public account suddenly became popular in the circle of friends in July 2017, and the global catcher who has been tepid has completely become popular all over the country.
The data shows that on July 27, the WeChat index of global catchers exceeded 4.5 million, while the WeChat index of a well-known big V public account in the same period was only 500,000. According to global catcher statistics, the daily sales of the platform exceeded one million yuan in 5 days, and the number of users exceeded one million in 30 days.
The Global Catcher has created a well-known micro-business myth, but this rapid glory is under deep investigation, and as long as it is touched, it will shatter.
In the early morning of November 11, 2017, the Double Eleven Carnival Shopping Festival, global catcher for two consecutive days of the first hour of revenue of more than 10 million, the average unit price of 285 yuan, a total of 9 categories of thousands of brands 15 million users to participate in the global catch double eleven or two days of shopping carnival.
At that time, the brand recognition and popularity of Global Catcher were far less than those of brands such as Taobao and JD.com, but the sales data on its platform was completely comparable to that of Taobao.
But this super high data is accompanied by bizarre phenomena, such as: Health Avenue sheep placenta essence in 10 minutes crazy purchase of 17.9 million yuan, and such considerable sales data, on the global catcher platform almost every day.
The founder Li Xiao and his agents also constantly mention that the global catcher is a "lying to earn" model, how to "lie to earn", it is intriguing.
There are three levels of Global Catcher, namely Universal Catcher Ordinary Member, Service Provider (Manager), and Excellent Service Provider. New users can purchase a designated product of 399 yuan at Global Catcher to open a "Catcher Member" and become a "Global Catcher Shop Owner".
Ordinary members can get a certain percentage of their subordinate sales commission income, and for each member developed, they can directly get a share of 100 yuan.
After the sales amount reaches 10,000 yuan, you can be upgraded to a manager-level member, at which time you can not only get the sales share of the direct subordinates, but also get the sales share of the subordinates.
After the sales reach 300,000 yuan, you can upgrade to an excellent service provider and get the sales share of everyone in the team. "After that, it is very easy to earn hundreds of thousands of dollars a month," said the Global Catcher brand manager-level member.
At the same time, unlike the way of hoarding goods, selling products on the global catcher platform only needs to share the product link on the platform every day, and in most cases, the agent who enthusiastically pushes the product link to the circle of friends has never seen the real product, and all the lifelike experience of using the experience is almost from the platform regular push.
In fact, many of the self-proclaimed official stores on the platform do not have official authorization, and merchants and agents, one dares to recognize, one dares to boast, and problems and complaints also come as scheduled.
On the black cat complaint platform, global catchers have been complained about many times, and many consumers have complained that their platform is suspected of selling counterfeit clothing, cosmetics have serious side effects, food does not match the sales pictures, and apply for refunds but do not refund money.
Even the 1818 GoldenEye has many reports of global catchers selling fakes.
At the same time, the multi-level distribution model of global catchers has also been questioned.
According to the news at the time, since the launch of Global Catcher in April 2016 to January 2017, in less than a year, the number of users has expanded rapidly to exceed 10 million, and as of October last year, Global Catcher's single-day sales exceeded 218 million yuan.
In more than two years, Global Catcher has completed amazing growth in turnover and user accumulation, but the data growth and the so-called "lying money" are inseparable from its head-pulling model.
Ignoring product quality, blindly pursuing the number of heads, sacrificing money for profit, accumulating mistakes into habits, and eventually leading to global catchers taking a narrow road.
On August 1, 2017, the "Global Catcher" public account suffered a permanent suspension, and Tencent officially prompted that "the account cannot be paid attention to due to violations", and the relevant interface also showed that the account was suspected of multi-level distribution violations.
Global catchers have also turned from prosperity to decline, negative public opinion has poured in, and more and more people realize that this malicious marketing and head-pulling model is a typical pyramid scheme.
On the Tencent Lingkun Financial Risk Supervision Platform, global catchers have been marked more than 7,000 times, with the mark type being "suspected to be a pyramid scheme" and the platform status being "exposed".
And the Universal Catcher's backdoor game continues.
In November 2018, the social e-commerce global catcher who was permanently suspended by WeChat due to suspected pyramid schemes withdrew, and Gejia Network Technology Company officially launched Zebra members.
According to the enterprise investigation of the equity relationship, Zhejiang Gejia Network Technology Co., Ltd. established a subsidiary Hangzhou Xunlan E-commerce Co., Ltd. through wholly-owned holding, and finally Hangzhou Xunlan was the operator of Zebra members.
The Zebra membership level is also divided into three levels: member (shop owner), service provider, excellent service provider.
In the platform accumulated consumption of 399 can open a member; and the total sales of members up to 10,000 yuan, you can be promoted to a service provider, the team can get income for each additional member; when the performance reaches 300,000, you can get all the sales and recommendation shares of the team members.
This familiar routine is the same as that of the Global Catcher.
And Zebra members are not willing to give up the huge number of users "cheated" by Global Catcher, and even openly played "Global Catcher has been upgraded by the whole people, go and see!" "Advertising, drainage.
At the same time, the two platforms basically changed the soup and did not change the medicine in terms of product quality and operation mode, so Zebra members once again attracted bad reviews and attracted the attention of the regulatory authorities.
On April 23, 2020, a Hanshou County Market Supervision and Administration Bureau issued a ruling investigating and punishing Hangzhou Xunlan E-commerce Co., Ltd., Hangzhou Kuli Technology Co., Ltd., and Guangzhou Yunting Network Marketing Planning Co., Ltd. on suspected pyramid schemes, and froze 30 million yuan of funds in the settlement account opened by Alipay Company.
At the same time, on the Tencent Lingkun financial risk supervision platform, Zebra members have been reported more than 1500 times, the type of report has been characterized as pyramid scheme, the platform status is displayed as "police intervention", and on the black cat complaint platform, the number of complaints related to Zebra members has exceeded 400.
Following the Global Catcher, Zebra members are no longer working.
At the end of July 2020, the news of zebra members involved in the collapse of the news was endless, and at the same time, the "zebra member new project ---SS Xirou is about to start" was brushed up in the circle of friends.
Zebra members are in a state of "collapse, but not completely collapsed", until the Zhejiang Provincial Communications Administration released the third batch of APP companies that infringe on the rights and interests of users in 2021, the famous Zebra members on the list of hindsight, actually have not fallen.
It's just that the administrators of Zebra members have long abandoned it and rushed to the next brand, Xirou, zebra members have already died in name only.
In the enterprise investigation, Xirou showed that it belongs to the brand ecological chain management platform under Hangzhou Yajie E-commerce Co., Ltd., and has no equity connection with Gejia Network, but it is shown in the actual controller that Li Xiao, the founder of Gejia Network, accounts for 99% of the shares, and everything has been revealed.
Xirou is almost a continuation of global catchers and zebra members, taking the basic gameplay of Xirou, it is still three levels: SSV, SSP, SCO, respectively, enjoy 15% off, 6.5% off and 5.5% off shopping on the platform.
In just a few years, the global catcher seems to have come to an end several times, but the scythe has never stopped, asking a practitioner whether Gejia Network can turn back with the help of the Prodigal Son of the Xirou brand.
The other party laughed and said, "The prodigal son has lost his head, how to return the law (- wood heart)." ”
Source of the article: American Business Company, Gray Circle, hereby thanks!
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