Mobile Internet conferencing Marketing finger-pointing: a monologue of a trader

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Annual output value of a billion of yuan "cheat" products of the occupation of the money to profit

It times Li Dong

News background

A "topic" industry that lasted for nearly a decade

2004, the first appeared in the domestic "mobile phone addressing" products, users just send "hotel", "Restaurant" and other keywords to a specific SMS number, you can get the corresponding merchant information. This seems to be a little naïve product today, is the future red-hot "SMS URL" embryonic. Since then dozens of companies and institutions have launched similar products.

With the rise of the mobile Internet, the SMS Web site gradually become a but the market has not disappeared-2007, the market has been a burst of growth in new products: Mobile top, 3G domain name, mobile phone search, involving the search, appropriate search, mobile street and other dozens of enterprises, attracting entrepreneurs throughout the country investment.

However, a growing number of complaints also followed, if the search on the Internet, about such products suspected of "fraud" reports repeatedly see newspapers. The common characteristics of such products are: The list price of thousands of to tens of thousands of yuan range of keywords, only in a specific search engine or SMS number in the effective, and these specific channels in the user base and traffic with Baidu, Sina and other portals have a great difference, lack of core competitive advantage.

More criticized is the use of these products conference marketing promotion model. Agents often play the "mobile Internet Business Summit", "China Innovation Economic Forum" under the banner of the consumer made a "3 + 1 Million", "do not want to be a premium recovery" and other hype. But many consumers in the purchase of related products, but often found to be "empty check": not only not much practical effect, and many agents have been missing. When asking for refunds, businesses and agents always shuffle buck. Only "it times" previously reported that easy to check, the appropriate search for several companies "refund door", "escape" incident, and the relevant consumer complaints, more than dozens of.

What kind of business is this? An agent Chen, who has been immersed in the industry for nearly 10 years, has told us the answer.

The Internet industry, which has survived for nearly a decade, involves mobile business Street, SMS Web site, appropriate search, search, easy to check, Confucianism leopard dozens of enterprises, but always escape the product effect is not good, agents tricksters, Trader Conference Marketing and other questions, now has formed a billion of yuan per year scale, and even gave birth to the "occupation of the people" new industry. "It Times" reporter approached its behind-the-scenes practitioners, from agents, conference marketing trader, debt collectors and other angles of investigation, to uncover the layers of fog in this industry.

Reporter investigation

Fast marketing: a mixture of

12114, Mobile Street, the full netcom site ... Chen fingers count, 2006 to date, their own "project" no fewer than 10, although not willing to disclose 7 years in the end how much money, but earlier this year, he decided to "wash his hands."

In fact, although the names of various products are dazzling, and has "E-commerce" "mobile internet" and other gimmicks, in Chen such as the industry, these "project" Bones is the same thing, "Today is the 3G domain name, tomorrow will become 4 G; Although the propaganda point, the name is different, but the website backstage, the technical support all is same, is equal to the same product to change the layer skin just. "For the nature of these products, Chen outspoken.

Over the past decade, similar products have emerged, and the company behind is inextricably linked. The IT Times reported in 2012, a key word sold 118,000 yuan products "mobile", its company Beijing Point refers to the creation of technology, some of the main members of the early sale of "moving real name" products, Ufida Mobile Street.

Agents are also in the same vein. Chen now it is difficult to count their 7 years in the end what the project, basically a product to do a period of time to end, and then there are new products to come to the door, "we see only make money or not to make money, a product does not make money, do other home." "If you have more people, agents simply close the door disappear, change the address, change the name of the company, change a new product, to sell again."

"The purpose of this industry is to circle money, so agents do fast mode." Chen said that the so-called fast, is a short time operation, smooth horse, fast lap money, the choice of target customers are mainly concentrated in small business owners: "Conference marketing choice of the boss is that money is not much and want to invest in people." ”

The expansion of quick success: one-time

Chen is reluctant to disclose how much he has profited in the past few years, but it is not hard to find out from the previous survey of the It times that this is a discriminating deal. Whether it is a message URL or mobile top, in the final analysis, selling is the flow, the actual cost of pay is not high. Therefore, the introduction of products between the enterprise and the agents often use a high proportion of the split pattern, such as the appropriate search, its products "mobile top" and the agent 28, an agent said, "Sometimes a will open up to harvest, but a good word will be able to receive a single more than 300,000 yuan." ”

However, because the meeting venues, labor costs by agents, and the company's headquarters do not undertake customer refunds, agents to bear all the risks, an agent frankly, the actual profit of about 20%, equivalent to "one months to invest tens of thousands of to Bo that 100% risk and 20% of the profit." ”

In an environment where risk and profit are intertwined, many agents are doing "one-time" in a city to carry out large-scale conference marketing, but when faced with consumers to seek money, they tend to disappear, only the IT Times has reported the appropriate search agents, this year, there are 10 volumes missing.

"Mobile Product" end: up to five years

As a result of the lack of core competitive advantages of marketing products, in the high profit-driven, some so-called "mobile internet era new product" marketing conference more and more like a disguised "fudge convention", and is destroying the cornerstone of the market to survive.

Chen revealed that some enterprises to see the benefits of a huge, casually find a university to pay a fee, the United States, the United University and the joint development, and then get a website, take a name, a new product released, and then to the following agents to begin operation. The more people can be fooled, the market is smaller, now agents of the position has been gradually transferred from the provincial capital city to the two or three-line city, "the industry is already terminally ill, do more, the less customers, until the end of resources exhausted, the industry is abandoned by the market." ”

"Now 90% of the products on the market, are the first batch of agents to do, to the end of the company sold to the project manager, or the manager of a fifty thousand or sixty thousand Yuan and began to do, now we are all in the last opportunity to sweep the market, to the end of the market collapse, the agent early washing white ashore. Chen estimates that this pattern will go on for up to five years.

Exclusive conversation

"Now this industry is a powder keg, but no one is afraid to point to the fuse--annual output value of more than a billion of, but this more than 1 billion output after the consumer to the end is to regret and refund, agents and companies know what is going on, the most critical is just before the capsized, who jumped out first. ”

"It times": Do you think mobile search, 3G domain name products such as the essence of the core competitiveness?

Chen: When I first started doing this line, there were only four products on the market, and now the products are flying around, I can't count how many. There is a story in the industry, publicity when said 100,000 yuan can be on the Spring Festival evening, the results of the end of the customer a look is on their own spring festival, is essentially such a thing. This line will never be Alibaba and Baidu, because all the channels have been the giant enterprises blocked.

"It times": So, this "conference marketing" is by the bluff, that has not considered the consequences of the market crash?

Chen: A customer because received us a baffling telephone, inexplicably to the meeting, inexplicably pay money ... When you as a tricksters, see these will be very fulfilling, especially for each of the different participants, but also to tailor a set of processes, although the process is not very bright, but this is also a very easy to be a wonderful industry. As for the crash, the agents who made the money washed their hands and landed early. Besides that day, what's the relationship with the agent?

"It times": a lot of consumers reflect that the agent just open a receipt, will not sign the contract, this is to avoid risk?

Chen: In fact, 90% of customers do not know there is a contract to die-know that the contract customers will not normally sign, so the consumer even if they want to refund, the other party will not mention anything related to the contract. The result is: agents will kick the ball to the corporate headquarters, headquarters and then kick the ball to agents.

Extended Reading

Career claimants: Chaos Market breeds new industries

A lot of consumers found in the purchase of keywords, no flow and value, hope to recover the money, but often encounter agents run, corporate headquarters shifting dilemma, so, "professional" this special industry is born. They are often composed of experienced former agents, professional collection companies, behind-the-scenes organizers, professional organizations have a variety of customers with refund claims, joint action to the enterprise to recover the contract money. Income is also considerable: a 30,000-yuan keyword, after the success of the recovery can be a commission of about 8000 yuan, and the large amount of money to make money even millions of dollars.

"Generally, the amount of 10%~30% is collected according to the contract and the actual recovery is mainly the case." "A person who declined to be named said to reporters that the fee for the job seekers is in accordance with the contract amount, and due to the amount of money involved, a significant commission, such as SMS URLs, 3G domain names, keywords, etc. have become the eyes of the collection of fat, the industry organization of the action includes appropriate search, search, easy to check, dream check and other enterprises. "To organize a collective recovery action, if you can return 15 million yuan, the initiator can be at least 5 million yuan, and consumers are willing to pay." ”

The personage said, the occupation is many people "are to do a few years of agents, ' ashore wash white ' and then to other agents to ask for money, due to familiar with business processes, the success rate of recovery is very high." ”

"It times": Like this advertising products, the general court and the police are not entertained, you can recover back?

Professional debt Collectors: we can use some extreme means to collect debt, in fact, we have successfully recovered several strokes like "keywords", "mobile domain name" such as refunds.

"It Times": How to charge?

Professional debt collectors: After the success of the recovery payment, is generally based on the actual recovery amount, we extracted 30%, of course, this ratio can also be negotiated.