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佣金是互联网最失败的商业模式?

铅笔道 2019-05-08 01:03 抢发第一评

wg客户端laiyuan | techxingqiu(gongzhonghaoid:tech618)

zuozhe | yangyebo

congnonggengshidaidanshengdeyongjinzhengce,rujinyijiushihulianwangshidaipingtaixinggongsizuizhuyaodeyingshoumoshi。

zai2020nianchuzheichangyiqingzhong,henduozhongxiaoshangyetideshengcunshoudaotiaozhan,hulianwangpingtaideyongjinzhengcemijishoudaozhiyi。“meituanwaimaigaoyongjinnanjiang”、“douyinxinzhengxuefan”、“weiboxiaodiandeyongjinzhikun”、“wangyuechechouyongweicheng”dengshijiancengchubuqiong。

jinguanyoushanghugaosutechxingqiu,zhurudianshangpingtaidezhitongchehezuanshizhanweidengyingxiaofeiyongcaishiwudidong。danhenshaoyoushangjiahuijitifankangzheixiefuwushoufei,hexinyuanyinhaishiyongjinyouliangdaguyouwanji:yi,fuwufeisuiyouyilaixingdanmeiyouqiangzhixing,yongjinshiqiangzhi“xixue”shengtaiwanjia,yushengtaiwanjiafenxiangshouyi;qier,yongjinzhengcewangwangshidakehufeilvgengdi、zhongxiaokehufeilvgenggao,xingyedahuanjingyulengshi,yongjinyoushihouhuichengweiyasizhongxiaoshanghudezuihouyikedaocao。

“yongjinshihulianwangzuishibaideshangyemoshima?”henduorenbumianhuifachuzheiyangdeyiwen。

hennanshuo,bijingsheixiujianshangyegaosugongludouyouzhuanqiandekaoliang,danshisheguankashoufeihaishizailubianjianfuwuqu,zhijiehejianjiedeliangzhongshangyeshengtai,shuyoushuliehennanyigaierlun。rujin,hulianwangpingtaixinggongsidaduoxuanzezhijiedeyongjinmoshi,dangezhongzhiyihekunraoyefenzhitalai。

wg客户端o2o pingtaixianrudanyiyongjinshourudewenti、duanshipinhezhibodengliulianglingyuzebeifanyongzhengceruheshedingkunrao、dianshanglingyuzeyouyongjinshifouyingjianmiandehusheng、wangyuechecunzainabuzhunyongjinpinghengdiandenanti,yongjinwentichengweidangxiakaoyanhulianwanggongsizhihuidebidati。

美团降佣难题为何无解

zaiguangdongzhongshanshi,wangqiangjingyingzheyijiazhongqingshaguodian。“2018niandeshihoushi18gedian,tongnianjiuzhangdao23gedian”,wangmoutidaomeituanwaimaideyongjinbianhuashishuodao。jinru2020nian,youyuzijijujueqianyuedujia,jinnianzijiademeituanwaimaiyongjinbeijinyibutigao。

“youshihouxiaofeizheyidanfule30duoyuan,daowomenshouzhiyoushibajiukuai。”zheiyiweiruguokehudiandecaipinshao,zheixiewaimaidanjiuhuikuidiao。wangqiangxianzaiyijingsuanbuqingmeituanwaimaideyongjinshiduoshao,youshihouwaimaiyueduoyuebuzhuanqian。

yiqingzhixia,waimaiduihenduocanyindiandezhongyaoxingturantisheng。bunengzaichengwei“jilei”,waimaishenzhichengweishanghuhuoxiaqudeweiyiqudao。leisiwangqiangzheiyangdeshangjia,kaishixiwangmeituanwaimaijiangdigaoyongjin,bangzhushanghuzouchukunjing。

wg客户端2020nianchu,xianshisichuannanchong,jiezheshihubeiwuhan、shandongjinandengdidecanyinshanghu,xiangjibaofaduimeituangaoyongjinbumandequntishijian。zuizhongzai4nian10yue,guangdongcanyinxingyezhimeituanwaimailianmingjiaoshehanfabu,meituanwaimaiyongjinwentiyinqiyulunxuanrandabo。

caibaoxianshi,waimaiyongjinshizhanjumeituan75%dezhizhushouru。suoyijibianshanghuzhiyi,meituanyijiunanyijiangdizhengtiyongjinshouqubili。4yue18ri,meituanyuguangdongcanxiezuizhongdachengfangan:jiangduiguangdongdiquyouzhicanyinwaimaishanghujiadafanyongbilizhi3%~6%。zheiyifanganshifangchudexinhao,yiweizhefanyongshiyishibutieshanghuxingwei,meituanzhengtigaoyongjinbuhuidiaozheng。

juxi,2020nianmeituanwaimaizaihenduodifangdoushishilebuqiandujiajiuhuimianlingaoyongjindexieyi,suoyizuizaoshishideneimengguchifengdengdi,yeshizuizaofankang26%gaochoudiandediqu。

wg客户端canyinxingyeguancharenshizhangxuegaosutechxingqiu(weixinid:tech618),meituanwaimaidejingzhengduishoueleme,pingjunyongjinzai15-20%zuoyou。dangranzheishijianlizaialijingjitiduiqibendishenghuoyewudinglizhichidejichushang,bendishenghuofuwuyizhicunzaitaiyikaoyongjinshourudebiduan。

yimeituanwaimaiweidianxingdeo2ojingji,shifounanyihuibigaoyongjinwenti?zhangxuerenwei,wentiyebushiwujie:“qishimeituanyeyoubiaoqianfufei、bangdanfufei、jingjiapaiming、 dianping5xingshangjiadengfufeiyingxiaofuwu。”danmeituandianpingcaibaoxianshi,xiangbi2019nian655yiyuandeyongjinshouru,zaixianyingxiaofuwu(tongbizengchang118.6%)weigongbudeyingshoukan,houzhedeshourusuiranzengsuhenkuai,dantiliangyinggaihaixiao,haibuzuzhichengmeituandeyingshou。

xieyonghuliuliangziyuan,xiangshangjiashouqupipeishangjideyongjinfeiyong,zheishio2opingtaidepubianshangyemoshi。

youqipingtaiziyuanjujixiaoyingzugouqiangdashi,pingtaishangbduanwanjiadehuayuquanwangwangbeixueruo,fankangchouyongguogaodeshiqingjiuhuishierfasheng。

wg客户端zheizhongqingkuangbujinzaiwaimaixingyecunzai,zaihulianwangfangchanlingyu,beiqiaozhaofangqixiadeyoudichan,meichengjiaoyitaofangyuanyaonazouyue7-10%(gechengshibudeng)defenchengfeiyong,jinqihenduojiamengjingjigongsi,yemijifashengyongjinguogaodewenti。

zheixiepingtaizaixiangxiaofeizhedaguimobutiehou,shouwoduishanghuzuiweizhongyaodedingdanziyuan,xingchengzhuanquzhongjiexinxifeidetangzhuanmoshi,ranerduibduanzhongxiaoshanghudeshuzihuafunengguoshao。dangran,meituanheelemedengyezaituijinshouyinji、gongyinglianzhichidengbduanfuwu,dandangxiawufachanshengzugoudefuwuyingshoufeiyong,zheishio2opingtaiguoyuyilaichouyongdegenyuanwenti。keyishuo,o2opingtaibianshenshuzishangyepingtaihaixuyaoshijian。

抖音“新政”遭公会抵制  

“这是要劝退我们吗?”在一个聚集抖音公会的微信群中,星宿公会(化名)负责人李明怒问道。之所以如此说,是因为其双周任务有几项努力完成了90%多,但到期其任务却很可能无法完成,这意味着其收益将大大受损。       从其提供的截图中可以看到,星宿公会只完成了四项任务其中的一项:双周活跃主播数大于等于28人的目标,仅拿到了2%的双周流水分成,而其他几项的流水分成有可能拿不到。完不成任务,意味着公会旗下主播大部分的打赏收入,就被平台拿去了。

4yuefen,douyinzhiboxinshangxiandeshuangzhourenwu,qiangdiaogonghuiyaobaochigexiangshujuzengzhang,renwuwanchengnandujiada。lingyijiadouyinmcnjigouzitangonghuifuzerenzhangfengzeshuodao:“3yuefennale60%,shanggeshuangzhou(renwu)meizuo,buxiangzuo,sixintadizuohuoshanliangnian,xianzaixinleile。”henduogonghuirenwei,douyin“xinzheng”wanfafuza,dajianuliyiquanyoukenengshijipingtaidagong。

duoweigonghuifuzerengaosutechxingqiu(weixinid:tech618),douyinzhibodedisancigaige,ranghenduogonghuizuoxiaquhuipeiqian。huixiangqi2019niandouyinkaiqizhiboshi,zuixianshianliushuis、a、b、dhuafendengji,gonghuilirunyibankeda30%;ranhoudiercifenyonggaige,shiangonghuidetichenghuafendengji,leijishi5-15%;disancizhengcegaigeshouyibiandongfudujida,jiarudanxingrenwuhelaxinjianglihou,xinzhengxiadouyinchoudianzuigaowei35%。

wg客户端xiangbizhixia,kuaishoupingtaizuigaoduigonghuiliushuichouyongshi40%,yiweicongshigonghuiguakao(baotuantishenggonghuiliushui,zhengqugengdidepingtaichouyongzhengce)yewudeligangxiangtechxingqiujieshao:douyinpingtaixianzaizhishaoyou5000jiagonghui,kuaishoumuqianyejiu1000duojiazuoyou,suoyikansikuaishouchoudiangenggaoyixie,danshidouyinderenwugengjiananyiwancheng,jingzhengyegengjiajilie。

youxizhibopingtaihuyadechouyongzhengce,shiguanfangchouqugenggaode52%。gonghuimenfaxianzhuliudezhibopingtai,xianzaidouyijingbushishengcunde“yingxuzhidi”。henduodiliuliangpingtaijidezhengcehao,biru,tantanzhibozuijinjiuzainulixinagonghui。gonghuimenqueyouyuzaisanyaobuyaoqu,bijingzaidouyinjiushixiangfazhuanqian,qutantanhaiyaotouqiandupingtaiyoumeiyoumingtian。

gonghuiyumcnzhiyuliuliangpingtaieryan,bushifeibixupin,yincipingtaibingfeiyizhifuchigonghui。zaoqi,pingtaixuyaogonghuidailaidaliangzhubo、huoyueshangyeshengtaiyijixiezhuguanlizhubo,jiuhuiduigonghuizhengceyouhao。zhurudouyindengchengshupingtai,pingtaixiangyaojinghuazhubohuanjing、jianshaozhongjiancengjishi,shenzhizijiruchangzuojingjigongsishi(zijietiaodongqixiachengliyanchujingjixingongsi——shanghaixinglaiwenhuachuanmeiyouxiangongsi),zhengcejiuhuiyapogonghui,yongjinshizuiyouxiaode“wuqi”。erzhedexiangaixiangshajiunanyibimian。

微博小店的佣金困境

4yue20ri,shiweiboyuhongrendianshang“juelie”deyitian。yuanyinshi,weibojinqifabudeshangpinxinxixingui,duiweidaiweiboxiaodiandeshangpinxinxiyijisixiajiaoyideng“weigui”neirong,douzuolexiangyingchufaguiding。

wg客户端“微博小店20日要强制把没有加入淘宝客的商品清洗了……也就是说,以后要在微博发商品,都得给佣金。”在微博上拥有37万粉丝的数码博主Kang说道。给佣金倒是没什么不合理,关键在于,很多人认为微博的佣金太高,而且微博小店被博主定性为导流工具(并非电商交易平台),再算上淘宝电商平台的抽成,很多红人带货已经不赚钱了。

wangming“huichenhui”debozhuzesuanleyibizhang:yiqianyijian100yuandeshangpinyongjinruguoshi10%,bozhukeyidedao9yuan,alikou1yuan。xianzaidehua,zheishangpinjiaoyiede6%yaojipingtai,bozhuzhiyou4%,zuihouzhiyou3.6yuan,alikou0.4yuan。eralikoudeshiqiafanede10%,weiboxiaodianzhijiekoudeshishangpinede6%,zheijiuhenduole。”

wg客户端weibojiyu“qiadianshangzheikoufan”deyuanyinzaiyu,guoquweiboshangdanshengdewanghong,wulunshizhangdayihaishixueli,douzuizhongzaitaobaowanchengshangyejiazhizuidahuabianxian,weiboshizhuanleyaohedanmeizhuandaoyingbi。

erqieweibojinlaizhengtiyewubujingqi,2019nianq4caibaozhong,qiyingshouhejinglirunjunchuxian3-4gediandetongbixiahua,2020nianguanggaoyewuxiahuayanzhong,budeyixuyaozengjiadianshangyongjinweichiyingshou。zheigeshihouyikaodianshangyongjinbuxue,yeshipobudeyi。

wg客户端suiranxianzaibushaoshanghurenkeyongjinmoshi,danduigaoyongjinyijiushuobu,weibodewentishishoufeihegaoyongjinwentijiehe,yecongcemianshuomingweiboyaotishengyingshoudepoqiezhixin。

rujin,dianshangpingtaideyongjinbiaozhunbingbuxiangtong,pingtaizhijianchajuhenda。wenzhoudianshangsiquanchuangshirenmakaiyuegaosutechxingqiu:“zuigaodeyinggaishiweipinhuide30%,tianmaohejingdongpingjunzai6%zuoyou(butongpinleibuyi),douyinxiaodianshi4gedianzuoyou,pinduoduoshilingdian。”

weipinhuihepinduoduozhisuoyichengweilianggejiduan,shiyinweiweipinhuidetemaixingshi,juedingqichulegebiehuodongxuyaoguanggaofei,jibenbuxuyaoshanghufuchuyingxiaochengben,pinduoduotuijiansuanfaluoji,yejuedingqishourushimeiyouyongjinshouru,jibenshiduoduozhitongchedeyingxiaoshouru。

wg客户端“rujinyongjinyijingchengweidianshangpingtaizhengduokakehu(dakehu)dewuqi”,wenzhoushanghufuzerenmakaiyuegaosutechxingqiu。pingtaiduidakehujiangdiyilianggedian,jiunengzuoyouqixuanzezaitianmaohaishijingdonggaocuxiao;zhongxiaoqiyeyilianggedian,yenengjuedingtamenshiyinglihaishikuiben。pingtaiyongjinzhengcehenduoshihounengjuedingdajiazhuanbuzhuanqian。

滴滴司机赚大钱的时代已逝

“xianzaibixupao12-13gexiaoshi,cainengbaozhengzijizhuan400—500yuanqian。”didipingtaidewangyuechesijilijunshuodao,baoqu100duoyouqian,80zuoyoudefanqian。yitian200yuanyijingbucuo,zheihaibubaokuochesun、chexian、chebaoyangdengfeiyong,zijixinkupaoyitianyibuzhuanshenmeqian。

yiqingzhixia,gexingyegeyedoubuhaozuo。didisijiderizigengbuhaoguo,zaididikuaichebuduantishengyongjinzhi25%、pinchedanzai50%yishanghou,didisijiyijingburuxinkufuwuxingye。henduosijixianzaibixupaogou10xiaoshiyishang,yitiancainengzhuandao200yuanzuoyou。

wg客户端2019nian2yue,didichuangshirenchengweicenggongbu2018nianquanniankuisun109yiyuandecaiwuzhuangkuang。jukuizhixia,didihemeituandengfuwuxianxiachangjingdeqiye,quehennantuozhanguanggaodengshouru,yincijibianyiqingzhixia,yongjinchoudianbiliyehennandiaozheng。dididejiejuelujingzhiyouyigebanfa,jiushizengjiagongxiangyewuchangjing,hexinjiushi“yitangchenengduolaren。”

wg客户端biru,zaishunfengcheyewuchichibunengquanmianshangxianzhiji,lituiduorendachengdepincheyewu。pincheyewuduiyusijishouruheshangjiaodefenziqiandoubuhuiyoushenmebianhua(kongshilvdiyixie,jierenmafanyixie),danshiduipingtaihechengkelaishuo,fenbienengkaiyuan(duorendache)yujieliu(yiqipinchegengbianyi)。zheiyezaochengbufensijibingbuxihuanpincheyewu。

didikuaicheyewuzaijinhulongduanshichangdeqingkuangxia,pingtaihesijiyijiunanzhuanqian。uberyezai2019niankuisun85yimeiyuan,qixuanchengzai2020nianyinglidemubiaohaiweishixian,zuijinthe information baodaoleuberzhunbeicaiyuan5400rendexiaoxi。zheihaishizaiuberdewaimai(uber eats)hehuoche(uberfreight)dengduoyuanhuayewu,yijingxiangduichengshudejichushang,gongsizhengtiyingliyijiukunnan。

didihesijidouzoudaoleyigeyuzhidian,jiangyongjinhoupingtaidekuisungengjiananyikongzhi,shengyongjinsijiyewufachengshou。zaishunfengchehedidiwaimaiyewudoudabukaijumianhou,c2cmoshidewangyuechejinrujiangju。yuanqidaifazhandejinrongheqichehoufuwu,chengledidizengjiayingshoudeyizhong。

hulianwangpingtaiqiyedeyongjinzhengce,shibushijiuhuiyinfashangjiadejitikangyi。hexinzaiyu,hulianwangqiyechuangyezhichu,douxiangzuo“meiyouzhongjianshangzhuanchajia”dedianfuzhe,raner,zuihoudouhuochenglezijijiushizuidazhongjiede“tulongshaonian”。henduoyuanbenxianggoujianfanrongshengtaidehulianwangqiye,zuizhongbianchenglecengjingbeizijibishide“shouzupo”。

huiguotoukandouyouyinyou,2010nianzhi2016nianjianpinfandebutiedazhan,chifanbuyaoqian、dachebuyaoqiandejingxianghaililizaimu,qiyeguimohuadaoxiangyuzibencuishudexianxiangyanzhong,shidehulianwangpingtaimeiyounaixindamozijideshangyeyingshoumoshi。

dangyidonghulianwangdiyige10nianguohou,yinglichengweisuoyouqiyedeguanjianmubiao。canghuangzhixiafaxian,qiyeduoyuanhuayingshoumoshihaiweidajianhao,yongjinchengweiweiyikekaodeyingshoushouduan,shanghuyupingtaizhijiandemocahemaodunwukebimian。

yinci,guranyongjinyouxixuedequexian,danshengtaiwanjiahaishirenke“nidataiwofufeichangxi”demoshi,hexinhaishihulianwangqiyezoudetaiji。

wg客户端(yingshoufangzheyaoqiu,wenzhongwangqiang、ligang、lijunweihuaming)

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