Looking at the collapse of decentralization from the chaos of micro-business

The most popular thing in the micro-business circle recently is undoubtedly the micro-business conferences held one after another in many places under various names. These various shows with obvious meanings put aside the original value competition of the products and focus on the micro-business stars who rely on various techniques to make a lot of money. Compared with e-commerce platforms, this decentralized social status that breaks away from platform constraints and returns traffic and relationship networks to users has allowed them to develop explosively.

Once upon a time, all kinds of information about fake friends, praising products, and showing how to make money were flooding the entire circle of friends. Although managers have tried to prevent this chaos from happening, the ecology that has no center but has contributed to countless information whirlpools is gradually approaching the edge of collapse.

There is no central diversion beyond service as the first element

"A distributed architecture system in the complete sense", this is Kevin Kelly's classic masterpiece "" written 22 years ago The explanation of "decentralization" in "Out of Control". In a recent speech, he once again explained this definition in more depth, "In the future, the world will continue to be decentralized from the bureaucracy, sharing and mobility will be trends, and innovation will come from the frontier and the edge. "What activates the crazy growth of micro-business is precisely the barbaric development caused by the lack of central control.

The WeChat development strategy of building a forest instead of a palace of your own allows this barbaric growth method to find fertile ground for growth. It will not provide a centralized unified traffic entrance like Taobao, but let it rely on its own acquaintance relationship chain to complete product promotion and sales. Although there are fewer opportunities for display provided by the platform, it is exchanged for operational freedom, allowing micro-businesses to maximize their subjective initiative, and while completing transactions, it provides a driving force for the growth of the entire WeChat ecosystem. However, the desire for the myth of profit has changed the taste of diversion. The vast majority of micro-businessmen are addicted to all kinds of showing off their wealth, showing off their products, and showing off getting something for nothing. They finally choose to use viral and bombing methods to spread their influence in the circle of friends. Play the simple and crude mode of selling goods.

Decentralized WeChat business has gone astray. It was originally intended to provide a fertile ground for free development, but in the end it turned WeChat into a worthless show, using various exaggerated shows to win attention. We will do our best to divert traffic and put diversion first. The so-called overnight wealth, the best products and other rhetoric are flying everywhere, and the lack of services has made the reputation of micro-business become bad.

Using personal credibility to complete the buyer model of a small shopping ecology has not become a shackle that restricts his business skills. The mentality of eager for quick success and quick gain overdraws oneself, making decentralization meaningless, and even becoming an accomplice to the evil deeds.

Without organization, the MLM model seizes the "central position"

Some people say that WeChat's pure decentralization can only be caused by idealistic feelings. As for the construction of a business system, without a center for control and management, it is impossible to comprehensively organize micro-business. This will cause the entire micro-business structure to get out of control and slide to the edge of danger.

Decentralization means that there is no center in terms of rules, mechanisms, or form. Micro-business naturally establishes interest centers in the name of various rights, interests, etc. in the process of development, and forms them like a small whirlpool. Spread everywhere. Whether it is the worship of money or the pursuit of power, micro-businesses seem to be getting closer and closer to their respective centers.

The most frustrating thing is that the micro-business structure based on the MLM-like model has seized the "central position". In Baidu Encyclopedia, there is even an entry for "WeChat MLM" - "engage in MLM activities on WeChat and WeChat business platforms, using exaggerated publicity and showing off to get rich, such as advocating that you can buy a BMW within a year, and deceiving "circles of friends" Relatives and friends in WeChat.” Simply put, the marketing model suspected of being a pyramid scheme on WeChat generally adopts a hierarchical agency system. If you are an agent, there is no franchise fee. You can become a sales agent by purchasing goods directly. There are multiple levels of brand agents. The more goods you take, the higher the level. After becoming an agent, you can develop sub-agents...

Such a model is obviously fatally tempting on the social platform WeChat. After all, not everyone has a strong ability to distinguish. Coupled with the acquaintance relationship chain on WeChat, it is more harmful than ordinary pyramid schemes. The decentralization advocated by WeChat has led to the absence of management and supervision, but has allowed these centers with interests, rights and other elements as the core to proliferate, eventually occupying the "central position".

Decentralized wild horses still need a more responsible management mechanism

Although decentralized micro-business brings a new e-commerce model, it also allows WeChat to become an individual seller The aggregation platform has even made WeChat’s potential valuation higher and higher, but the problems caused by this are also particularly prominent. Whether it is fake goods running rampant, after-sales services being empty, or pyramid schemes causing harm, etc., a message has been sent to the industry: decentralization has been like a wild horse running wild, bringing unpredictable consequences.

Faced with such chaos, WeChat obviously did not provide strong control measures. Compared with Taobao, Tmall, and JD.com, which have thousands of individual sellers but are always controlled by one center, WeChat is clearly unable to cope with decentralized micro-business. After all, micro-businesses themselves do not have unified rules and regulations, and it is difficult for WeChat to uniformly manage tens of millions of micro-businesses. Although many micro-businesses have been blocked before, most of them used keywords, data collection, etc., which seemed too weak.

The disadvantages of decentralization need to be solved urgently. If WeChat still cannot find a suitable management mechanism before it finds a real business model or goes public, this shortcoming will be infinitely magnified, and scabies will grow into a serious problem. Just like Taobao was eager for success and did not pay too much attention to the problem of fake goods. As a result, no matter how much effort it puts in, it will not help. I believe WeChat is also planning a more responsible management mechanism, but there is really not much time left for it.

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