Out of the villa in the electric smoke pole? ! Former investigative reporter reveals domestic e-cigarettes of WeChat merchants.

On October 22nd, 65438/kloc-0, Orfila science and technology was listed on NYSE, which soared 145.9% with a market value of 300 billion. This is the parent company of the domestic e-cigarette brand York RELX.

People recall the industry that was once called "the first outlet". Two days after the most popular e-cigarette brand in China went on the market, I found such a message in my circle of friends. This friend, I will call him "Hanako" for the time being.

Hanako is an office worker and a glorious W businessman. He is called "agent". Through WX applet, DY, Fat Circle and other channels, he brushes more than 10 advertisements about e-cigarettes such as YOOZ, York and Lvluo every day, recruits the next-level agent on a short video platform such as a hand, attracts customers and even sells directly, and explores crazily on the edge of illegality.

There are many WeChat merchants who sell e-cigarettes part-time, such as Hanako. They claim to have first-hand genuine and low-cost supply, go to different social platforms to innovate, and then return to WX to complete the sales. Every time they sell an e-cigarette, they can get returns ranging from 10-30 yuan.

"Fat circle copy with me. I'll give you the agency price, and you can increase the price and sell it to others. VTV raised the price in 20 yuan, York raised the price 10 yuan, Lvluo raised the price in 30 yuan, and YOOZ raised the price in 20 yuan. Sell one or two orders and return to the book. " A friend of Da Lang sells Putian shoes. For more than a year after the ban was promulgated, e-cigarettes were still active in online channels under the operation of the same batch of "WeChat merchants", making a fortune silently, and the villa was close to the sea.

1, WeChat business+e-cigarette, the magic is boundless.

Back to 20 19 1 1 month, the state issued a notice prohibiting online sales and online advertising of e-cigarettes. Domestic e-cigarettes once disappeared in major e-commerce platforms.

However, there are policies above and countermeasures below. The brands then turned to the offline battlefield and opened the layout of Kaixin. An e-cigarette saved a generation and suggested to potential agents "try to sell in WeChat business first". In order to seize the market, some emerging brands acquiesce and even encourage agents to do so.

2. Buyer &; Did the seller win?

E-cigarettes can achieve explosive growth in C2C channels. First of all, the threshold for WeChat business to become an agent is very low. An e-cigarette worker shouted in the QQ group: Pick up 1000 boxes or more, and be promoted to provincial agent, 500 boxes, and municipal agent. Under 500 boxes, all partners.

There are also e-cigarette salesmen who say that they can join by paying an agency fee ranging from 20- 100 yuan. One of my Langyou fans specializes in making e-cigarette imitations in Huaqiang North, and there is no agency fee for selling his goods. He only extracted ten points of profit, and the rest of the price increase space was given to WeChat business.

It is necessary to popularize the current situation of e-cigarette industry and adopt the more fashionable OEM mode, commonly known as OEM. The brands you see may all come from the same assembly line in Huaqiang North, but those without brands are called imitations in the industry, similar to the A goods in the foreign trade industry. In addition to the agency, you can also get a whole set of customer acquisition processes.

It is not enough to get customers by fat circle alone. "How to raise the price more appropriately and how to drain it through short videos requires methods. I will teach you by hand after paying the agency fee. "

The entry threshold is low, but I make a lot of money. After becoming an "agent", he changed hands and sold it to others at a higher price. "White wolf with empty gloves", then some students will ask, why haven't I met such a good job? This is because the current law is not clear about the sale of e-cigarettes, but it is actually a gray industry.

Some shop assistants, who look after shops during the day and do business in the fat circle at night, recruit some new agents. "If you do a good job, you can earn 300 yuan to 500 yuan every day and earn more than 10,000 yuan a month."

Another surfer said that he didn't do it for a few days. "He has earned more than 1000 yuan. Selling a few more sets a day earns more than going to work. " Compared with offline counters, WeChat Commercial Channel has a wider range of products, more competitive prices and more consumers. It belongs to a typical double "win" mode.

Lao Li is an "old smoker". At the beginning of last year, he switched to smoking electronic cigarettes. Through a friend's introduction, he bought his first electronic cigarette in a W merchant-a set of boxes of a certain brand, and bought cigarettes and bombs for a long time. He calculated for me that his cigarettes are sold offline in 99 yuan, and W only sells at a 60% discount, which can save a lot of money a year, but 60% discount is not the most cost-effective. If you directly connect with suppliers, you can break through the low price and tear off the veil of e-cigarette profiteering.

For example, Xiaoyan sells cigarette oil directly online. She claims to be an upstream supplier of YOOZ. In her hand, with 55 yuan's money, she can buy a 30 ml bottle of cigarette oil, which can be filled with 20 smoke bombs. The cost of each cigarette bomb is less than that of 3 yuan. In shops, the average price of a cigarette bomb is 30 yuan.

3. Flow の temptation

If the part-time job is just to make money, offline counters can't resist the temptation of "traffic" when doing WeChat business. If you don't cooperate with the WeChat business channel, you can only turn to the offline battlefield and open stores crazily. The intensive layout has brought more intense upstream and downstream competition.

A person who claimed to be a regional agent in a city in York, Jiangxi Province, said that he could supply multiple brands at the same time. In addition to strict management, it is necessary to pay a deposit of 6,543,800 yuan as venture capital, and other brands can supply unconditionally across regions. When I was shopping in a shopping mall in Hangzhou, I found that within a walking distance of less than 3 minutes from the first floor to the first floor, three e-cigarette counters and a counter owner told me that it was not easy to do e-cigarette business in the shopping mall. Join a brand, then enter a shopping mall and invest money back and forth.

He also said that offline is also very easy to lose new customers. When customers run out of cigarettes, they will buy cheaper cigarettes than the counter through other channels. "I bought it myself, which is really much cheaper." Doing W business has become an easy choice for many counters. Although it is against the rules, it is already a tacit secret.

4. Hit a stick and give a sweet jujube.

The prosperity of WeChat business has obviously disrupted the price order of e-cigarette market. The boss also said that the same set of goods generally has three prices.

Take YOOZ second-generation single pole as an example, the commodity price is 159 yuan, and the retail price of WeChat merchants is 179 yuan. In a physical store, the same product costs 248 yuan.

In the eyes of some e-cigarette companies, it is not WeChat business to buy at a regular price, but it is "WeChat business" to sell at a random price. Offline rent and labor costs are indeed costs, but smokers care about whether they smoke well or not, so they are not cheap, as long as they are guaranteed to be genuine. If they are cheap, they are not bastards.

As mentioned earlier, although the Tobacco Monopoly Law does not explicitly include e-cigarettes in the management category, selling an e-cigarette in a circle of friends or posting an e-cigarette advertisement on social networks is a crazy test on the verge of breaking the law.

I found such a news on the official website of York. 20 19, 1 1, the defendant dong sold counterfeit RELX electronic cigarette products about 1 ten thousand yuan. He was sentenced to 3 years and 6 months in prison and fined 200,000.

I also went to China to read online judgment documents, and there were more than 360 judicial cases about illegal e-cigarettes. Sure enough, the ways to make quick money are written into the criminal law. Lawyer Wang of Zhejiang Yuanda Law Firm told me: "There are many cases in which the judicial department will identify the components of e-cigarettes. Once it is found to contain ingredients consistent with ordinary tobacco products, a judgment will be made and the operator will face criminal punishment without a corresponding license. "

Of course, for smokers, the more important information is the adulteration of products in this industry. Show your cards when an agent comes ashore. On the W Business Channel, there are 550 genuine and fake products. Buying cigarettes is like roulette. You may buy fake cigarettes one day. A "YOOZ engraving" circulating only on the WeChat commercial channel is broken. The box of this product is printed with a huge "LV" logo, and the word LV is engraved on the cigarette rod.

E-cigarette is a highly controversial industry. Practitioners say it is far less harmful than traditional tobacco, but the World Health Organization is embarrassed. In addition to health, e-cigarettes have placed many people's new yearning for wealth.

Capital never sleeps. I hope that the supervision of e-cigarettes will not be like the house that did not speculate in the past, but will ignite everyone's speculative enthusiasm.