# Research Notes: Chinese Social Commerce Distribution Models — Network Structure Analysis

**Date:** 2026-05-06
**Task:** Research 二加一连锁模式, 双轨制, 太阳线, 矩阵制 — mechanics, profit-sharing, use cases, pros/cons, compliance risks

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## Sources

| # | URL | Source-Type | Accessibility | Date | Authority (1-10) |
|---|-----|-------------|---------------|------|-------------------|
| 1 | https://zhuanlan.zhihu.com/p/679418297 | Zhihu article (industry analysis) | Open | 2023 | 6 |
| 2 | https://zhuanlan.zhihu.com/p/572293043 | Zhihu article (legal analysis) | Open | 2023 | 6 |
| 3 | https://zhuanlan.zhihu.com/p/691665089 | Zhihu article (compliance Q&A) | Open | 2023 | 6 |
| 4 | https://www.weifenxiao.com/info/display/1954.html | Vendor site (Qibo/Weifenxiao) | Open | 2023-2024 | 5 |
| 5 | https://www.sohu.com/a/609318392_121606784 | Sohu article (legal analysis) | Open | 2023 | 5 |
| 6 | https://www.jubaozan.com/CaseDismantling/info.aspx?itemid=1065 | Vendor analysis page | Open | 2023 | 5 |
| 7 | https://developer.aliyun.com/article/1633401 | Aliyun developer article | Open | 2024-2025 | 6 |
| 8 | https://www.crmeb.com/ask/thread/40153 | CRMEB forum thread | Open | 2023 | 5 |
| 9 | https://cloud.tencent.com/developer/article/2577487 | Tencent Cloud developer article | Open | 2024-2025 | 6 |
| 10 | https://www.qibo.com/article/44931.html | Qibo vendor encyclopedia | Open | 2024 | 5 |
| 11 | https://www.sohu.com/a/277371611_100299982 | Sohu article (all MLM plans) | Open | 2018 | 5 |
| 12 | https://www.163.com/dy/article/G9GDCGLJ05428T8W.html | NetEase article (all plans) | Open | 2023 | 5 |
| 13 | https://wiki.mbalib.com/zh-tw/%E5%8F%8C%E8%BD%A8%E5%88%B6%E5%BA%A6 | MBA智库百科 (encyclopedia) | Open | Ongoing | 7 |
| 14 | https://zhuanlan.zhihu.com/p/554789751 | Zhihu article (微三云 analysis) | Open | 2022 | 5 |
| 15 | https://blog.csdn.net/lrj20030206/article/details/130014508 | CSDN technical blog | Open | 2023 | 5 |
| 16 | https://xueqiu.com/9448294601/238654967 | Xueqiu (financial analysis) | Open | 2023 | 6 |
| 17 | https://www.100ec.cn/detail--6638350.html | 网经社 legal analysis | Open | 2020 | 7 |
| 18 | https://www.lexology.com/library/detail.aspx?g=6f2dfc03-c164-47d8-8571-3876489b583c | Lexology (law firm) | Open | 2024 | 8 |
| 19 | https://www.dehenglaw.com/CN/tansiaocontent/0008/030694/7.aspx | DeHeng law firm analysis | Open | 2020 | 8 |
| 20 | https://maimai.cn/article/detail?fid=1853704803 | MaiMai (professional network) | Open | 2023 | 4 |
| 21 | https://m.92hi.com/news/7577.html | 商城网站建设 (vendor blog) | Open | 2024 | 4 |
| 22 | https://m.92hi.com/news/7578.html | 商城网站建设 (vendor blog) | Open | 2024 | 4 |
| 23 | https://zhuanlan.zhihu.com/p/561439553 | Zhihu (health supplement case) | Open | 2022 | 5 |
| 24 | https://jingdaily.com/posts/taking-advantage-of-multi-level-marketing-mlm-in-china | JingDaily (media) | Open | 2020s | 7 |
| 25 | https://insideretail.asia/2015/07/26/chinas-multi-level-marketing-ban/ | Inside Retail Asia | Open | 2015 | 6 |

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## Findings

### Key Fact 1: 链动2+1 (二加一连锁模式) is a two-level distribution model designed specifically to stay within China's legal boundaries

The model uses exactly two identity tiers — 代理 (agent) and 老板 (boss) — and limits commission payout depth to avoid the "three-tier" threshold that triggers pyramid scheme classification under Chinese law. It originated around October 2021, reportedly pioneered by Guangzhou beauty company "美丽天天秒" (Sources: 1, 6, 14).

### Key Fact 2: The "2+1" core mechanic: recommend 2 people, upgrade, then detach

A user buys a product package (commonly priced at 399-999 CNY, with 499 CNY being a standard example) to become an 代理. After directly recommending 2 new agents, the user upgrades to 老板 status. Upon upgrade, the "走人" (walk-away) mechanism activates: the newly upgraded boss detaches from their original sponsor and starts an independent team chain. The two agents they recruited are "left behind" (留人) with the original sponsor, preserving the upline's team base (Sources: 1, 6, 8, 14).

### Key Fact 3: Three core mechanisms define the 2+1 model

1. **走人机制 (Walk-away)**: After recruiting 2 and upgrading to boss, the user detaches and starts a new chain. This prevents infinite team accumulation and keeps the system dynamic.
2. **留人机制 (Retention)**: The 2 agents recruited by the upgrading boss stay with the original upline sponsor. This protects the upline's commission base.
3. **帮扶机制 (Support/Freeze)**: Typically 20% of a boss's earnings are frozen. The frozen amount is released only after the boss's own 2 recommended agents also upgrade to boss. This creates mutual incentive — upper levels actively help lower levels succeed (Sources: 1, 6, 8, 14).

### Key Fact 4: Standard profit distribution formula (499 CNY product example)

| Reward Type | Who Gets It | Amount | Description |
|---|---|---|---|
| 直推奖 (Direct referral) | The person who directly recruited | 100 CNY | For every direct recruit who buys the package |
| 团队见点奖 (Team per-order) | The boss above the recruiter | 200 CNY | For every order from the team (not direct recruits) |
| 平级奖 (Peer-level) | Boss whose recruit also becomes boss | ~10 CNY (10% of direct referral) | Ensures upline still earns when downline reaches same level |
| 帮扶冻结 (Support freeze) | Platform holds | 20% of boss earnings | Released when boss's 2 recruits upgrade |

Total payout ratio (波比): approximately 50-62% of product price. Platform retains roughly 38-50% covering product cost, operations, and profit (Sources: 1, 8, 10, 14, 16).

### Key Fact 5: Concrete example flow

```
Platform Owner (founder)
└── A (buys 499, becomes 代理)
    ├── B (A recruits B, B buys 499) → A gets 100 直推奖
    │   └── D (B recruits D) → B gets 100 直推奖; A gets 200 团队奖
    └── C (A recruits C, C buys 499) → A gets 100 直推奖; A now upgrades to 老板
        └── E (C recruits E) → C gets 100 直推奖; A gets 200 团队奖

A升级老板后: B和C被"留给"平台Owner (留人机制), A独立出去
A继续从D、E及后续新订单获得 200元/单 的无限团队见点奖
```

The 20% freeze means if A earned 400 CNY in team rewards, 80 CNY is frozen until B and C both upgrade to boss (Sources: 1, 6, 8).

### Key Fact 6: 双轨制 (Binary Tree) — each member has exactly 2 legs

Structure: Each distributor can only have 2 direct downlines (left leg and right leg). Additional recruits are "spilled over" and placed deeper in the tree. The key commission is the **对碰奖** (matching bonus): commission = min(left_leg_volume, right_leg_volume) × rate (typically 5-10%). Weekly/monthly caps apply. Advantages: strong teamwork (upline helps place recruits), "elephant leg" (single-side growth) still generates income. Disadvantages: leg imbalance hurts earnings, complex spillover placement, capping limits high earners (Sources: 11, 12, 13).

### Key Fact 7: 太阳线 (Sunburst/Unilevel) — unlimited width, limited depth

Structure: A distributor can recruit unlimited direct downlines (unlimited width). Commissions are paid on a fixed number of generations deep (typically 2-7 generations). Example: Gen 1 = 10% direct referral, Gen 2 = 3%, Gen 3 = 2%, Gen 4 = 1%. Advantages: simple rules, no placement constraints, strong personal recruitment incentive. Used by Amway (安利). Disadvantages: "elephant leg gets nothing" problem (wide but shallow teams earn little), early adopters have disproportionate advantage, team survival rate is low (Sources: 11, 12, 13).

### Key Fact 8: 矩阵制 (Matrix) — fixed width × fixed depth

Structure: Limited front-row positions and fixed depth (e.g., 3×3, 5×5, 2×12). Commission types include direct referral bonus, fixed-generation bonus (e.g., 7 generations like Melaleuca/美乐家), fill bonus (bonus when a row fills), and cycle/spillover bonus (when matrix fills, overflow starts new matrix). Advantages: structured growth, upline naturally helps downline fill positions, stable income for consistent consumers. Disadvantages: limited width constrains growth, requires queuing/waiting for positions (Sources: 11, 12, 13).

### Key Fact 9: Legal compliance framework in China

Under the 2005 《禁止传销条例》 (Anti-Pyramid Selling Regulations), three criteria define illegal pyramid selling: (1) 入门费 — entry fees disguised as product purchases, (2) 拉人头 — recruiting downlines as the primary activity, (3) 团队计酬 — compensation based on team size/recruitment rather than actual product sales. Criminal prosecution threshold: 30+ people AND 3+ tiers of hierarchy (《刑法》第224条之一). The 链动2+1 model stays compliant by: limiting to 2 identity tiers, basing commissions on actual product sales, keeping total payout ratio (波比) under ~62%, and ensuring product pricing is reasonable (Sources: 3, 4, 5, 17, 18, 19).

### Key Fact 10: Best-fit industries and success conditions

The 2+1 model works best for products with: **high gross margin** (60%+), **strong repurchase rate**, and **social sharing attributes**. Proven industries: beauty/skincare, health supplements, liquor/wine, knowledge products (online courses), local life services. Documented case: one health supplement brand grew to 5,000 members and 8 million CNY monthly revenue in 3 months using a variant. Critical success factor: the product must have genuine value — the model amplifies distribution but cannot compensate for a weak product. Failure modes include: trust barriers, product quality issues, "dead position" problem in the walk-away mechanism, and regulatory scrutiny (Sources: 6, 14, 21, 22, 23).

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## Deep Read Notes

### Source 1: Zhihu — "一文解析链动2+1模式的具体方案讲解" (zhuanlan.zhihu.com/p/679418297)

**Key Insights:**
- This is one of the most detailed technical breakdowns of the 2+1 model available publicly.
- Defines the model as having exactly 2 identity levels (代理 → 老板), with a clear upgrade path requiring exactly 2 direct recruits.
- Provides specific numerical examples using 499 CNY product pricing, with 100 CNY direct referral, 200 CNY team per-order, and ~10 CNY peer-level bonuses.
- Explains the "波比" (payout ratio) concept: the industry-standard target is ~50%, meaning roughly half the product price goes to distributor commissions.
- The 帮扶机制 (support freeze) is critical — typically 20% of boss earnings are frozen until the boss's own 2 recruits upgrade, creating strong mutual assistance incentives.
- Notes that the model was designed specifically to stay within the legal 2-tier distribution framework, avoiding the 3-tier pyramid scheme threshold.

### Source 3: Zhihu — "深度分析链动2+1模式是不是违法传销" (zhuanlan.zhihu.com/p/572293043)

**Key Insights:**
- Provides a legal analysis specifically comparing the 2+1 model against the three criteria for pyramid selling under the 2005 regulations.
- Key distinction: the 2+1 model commissions are tied to actual product sales, not headcount. The product has real value and reasonable pricing (not inflated to fund commissions).
- The "2-tier only" structure is the model's main legal defense — it never creates a 3+ level compensation chain.
- The article emphasizes that legality depends on execution: if the product is overpriced, of poor quality, or if recruitment becomes the primary focus over sales, the model crosses into illegal territory.
- Recommends compliance measures: work with flexible employment platforms for tax compliance, ensure product quality certification, maintain transparent reward rules, and strictly limit to 2-tier structure.

### Source 6: Jubaozan — "链动2+1模式：概念、原理与商业逻辑的深度解析" (jubaozan.com)

**Key Insights:**
- Provides the commercial logic perspective: the 2+1 model is fundamentally a customer acquisition cost optimization strategy. Traditional e-commerce customer acquisition costs (CAC) can be 100-300+ CNY per user. The 2+1 model essentially pays this CAC directly to users as referral commissions, turning customers into distributors.
- Explains the evolution from traditional multi-level MLM: the 2+1 model strips away infinite depth and replaces it with the walk-away/retention mechanism, which both limits legal risk and creates a self-renewing growth loop.
- Documents the 2021 origin story with 美丽天天秒, a Guangzhou beauty company that pioneered the model to solve high CAC in the beauty industry.
- Identifies the "dead position" problem: when a boss walks away, the two agents they leave behind may lose motivation since their immediate upline is gone. This has led to evolved variants like "链动1+1" and "链动2+1 5.0" that address this issue with additional mechanisms.
- The platform's margin analysis: at 499 CNY product price with ~310 CNY total commission payout, the platform needs product cost to be under ~100 CNY to maintain profitability, making this viable primarily for high-margin goods.

### Source 17: 网经社 — "什么是三级分销？三级分销是传销吗？" (100ec.cn)

**Key Insights:**
- Legal analysis from China's leading e-commerce research organization.
- Clarifies that the "3-tier" threshold is often misunderstood: the law does not say "3 tiers is legal, 4 tiers is illegal." Rather, pyramid selling is defined by the three behavioral criteria (entry fees, headcount recruitment, team-based compensation), not purely by tier count.
- The "30 people AND 3+ tiers" standard is for criminal prosecution, not for determining whether something is pyramid selling at all. Administrative penalties can apply at any tier level.
- Two-level distribution (二级分销) is widely considered the safe zone, which is precisely why the 2+1 model limits itself to 2 identity tiers.
- Social commerce platforms must also navigate tax compliance (distributor income is technically personal service income), consumer protection, and advertising regulations.

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## Gaps

1. **Official regulatory stance on 链动2+1**: No government regulatory body has published an explicit ruling or guidance specifically on the 2+1 model. All analysis comes from vendors, lawyers, and industry observers. The model's legal status remains untested at scale in court.

2. **Exact failure case details**: Multiple sources mention the model can fail, but specific documented failure cases with company names, timelines, and root causes are scarce. Vendor-published content tends to be promotional rather than critical.

3. **Tax compliance specifics**: While sources mention the need for tax compliance through flexible employment platforms (灵活用工平台), the exact mechanisms, rates, and legal structures for handling distributor income tax are not detailed in publicly available sources.

4. **Quantitative performance data**: Claims like "3 months, 5000 members, 8 million CNY monthly revenue" are cited but lack independent verification. No academic or government-published performance studies exist.

5. **Comparison data between models**: Direct comparative performance metrics (e.g., CAC, retention rate, LTV) across binary, sunburst, matrix, and 2+1 models are not available in public sources. Most analysis is qualitative.

6. **International perspective**: No English-language academic or regulatory analysis of the 链动2+1 model exists. The model appears to be uniquely Chinese and has not been documented in international MLM literature.

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## Appendix: Quick Comparison Table

| Dimension | 二加一连锁 (2+1 Chain) | 双轨制 (Binary) | 太阳线 (Unilevel) | 矩阵制 (Matrix) |
|---|---|---|---|---|
| Width limit | Unlimited (until upgrade) | Exactly 2 | Unlimited | Fixed (3 or 5 typical) |
| Depth limit | 2 tiers only | Unlimited | Fixed generations (2-7) | Fixed layers (3-12) |
| Core commission | Direct + team per-order | Matching (对碰) bonus | Generation percentage | Fill + cycle bonus |
| Payout ratio | ~50-62% | ~5-10% per match | ~2-10% per generation | Varies by matrix size |
| Team dynamics | Walk-away + retention | Forced bilateral | Independent lines | Structured filling |
| Best for | High-margin, fast CAC | Team-oriented brands | Personal network sellers | Stable subscription products |
| Legal risk (China) | Moderate (designed for compliance) | High (often exceeds 3 tiers) | Moderate (depends on depth) | Moderate (depends on depth) |
| Typical products | Beauty, supplements, liquor | Various | Consumer goods (Amway model) | Subscription (Melaleuca model) |
| Complexity | Medium | High | Low | Medium |
