Century Heng Yue Group SDN BDH, better known as CHY Mall, markets itself as a Malaysian company.
Oddly enough, in reality CHY Mall doesn’t exist outside of Africa; namely Nigeria and Ghana.
This is odd and points to CHY Mall being operated from within Africa itself.
Supporting this is CHY Mall previously going by Sairui E-Commerce Ghana Limited:
As above, CHY Mall’s official Facebook page is also managed from Ghana.
On their website, CHY Mall provides a vague series of paragraphs that don’t provide anything relevant to CHY Mall as an MLM company.
Quite obviously Century Heng Yue Group began as Sairui E-Commerce in Ghana. Why the company is now pretending to be a Malaysian company is unclear.
Presented as executives on CHY Mall’s website are Ben Chah (CEO) and Kamal Khan (Vice-President).
Both of these individuals appear to be actual people, who feature in CHY Mall marketing videos:
Outside of CHY Mall however, neither individual appears to have a verifiable digital footprint.
Whether Chah and Khan are just opportunistic Asians targeting Africa, or whether they are working with individuals in Ghana is unknown.
Based on their respective performances in CHY Mall’s marketing videos (example 1, example 2), Chah and Khan could also very well be Boris CEO plants.
Whatever the case, CHY Mall’s executive foundation is full of red flags that should not be ignored.
Read on for a full review of CHY Mall’s MLM opportunity.
CHY Mall’s Products
CHY Mall affiliates are provided access to an e-commerce mall, stocked with cheap dropshipped crap from China:
CHY Mall’s Compensation Plan
CHY Mall’s compensation plan sees affiliates purchase products from the e-commerce platform.
Through a complicated ruse of pretending to sell products on behalf of affiliates to non-existent retail customers, CHY Mall pays affiliates a 10 day return.
The gist is you as a CHY Mall affiliate buy something from the e-commerce platform. You hand over more money (disguised as additional wholesale product purchases), and get a return over a month.
An example provided in official CHY Mall marketing material details a $240 monthly ROI on a singly $180 investment. Plus some malarkey “quantum fuel saving cards”.
The primary source of new investment into CHY Mall is recruitment of new affiliates, who each invest in VIP tiers:
- invest $50 into a VIP2 position and receive $7 every 10 days
- invest $100 into a VIP3 position and receive $14 every 10 days
- invest $300 into a VIP4 position and receive $42 every 10 days
- invest $600 into a VIP5 position and receive $84 every 10 days
- invest $1200 into a VIP6 position and receive $168 every 10 days
Apparently returns continue to be paid out every ten days, until a CHY Mall affiliate puts in a withdrawal request.
Presumably at that point reinvestment is required to continue receiving returns every 10 days.
Note that the VIP tiers have to be invested in before an affiliate can invest outside of affiliate membership (the VIP tiers are affiliate membership).
Recruitment Commissions
CHY Mall pays recruitment commissions via a unilevel compensation structure.
A unilevel compensation structure places an affiliate at the top of a unilevel team, with every personally recruited affiliate placed directly under them (level 1):
If any level 1 affiliates recruit new affiliates, they are placed on level 2 of the original affiliate’s unilevel team.
If any level 2 affiliates recruit new affiliates, they are placed on level 3 and so on and so forth down a theoretical infinite number of levels.
CHY Mall caps payable recruitment commissions at three unilevel team levels.
CHY Mall affiliates earn 20% of sales volume generated by investment by personally recruited affiliates.
Sales volume (BV) is calculated as 80% of funds invested.
E.g. You recruit a new CHY Mall affiliate who invests $100. Generated BV is $80, on which you earn a 20% recruitment commission ($16).
Using this same paid as a percentage of generated sales volume model, CHY Mall pays out recruitment commissions as follows:
- level 1 (personally recruited affiliates, as detailed above) – 20%
- level 2 – 3%
- level 3 – 2%
Crown Level Bonus
The Crown Level Bonus is paid out using the same unilevel compensation structure as recruitment commissions (see above).
The Crown Level Bonus is paid on 3% of sales volume generated across a CHY Mall affiliate’s unilevel team, excluding volume generated on the strongest and weakest unilevel team legs.
Residual Commissions
CHY Mall pays residual commissions via a binary compensation structure.
A binary compensation structure places an affiliate at the top of a binary team, split into two sides (left and right):
The first level of the binary team houses two positions. The second level of the binary team is generated by splitting these first two positions into another two positions each (4 positions).
Subsequent levels of the binary team are generated as required, with each new level housing twice as many positions as the previous level.
Positions in the binary team are filled via direct and indirect recruitment of affiliates. Note there is no limit to how deep a binary team can grow.
At the end of each day CHY Mall tallies up new investment volume on both sides of the binary team.
Affiliates are paid 12% of corresponding sales volume (80% of investment volume) generated on their weaker binary team side.
Once paid out on, volume is matched against the stronger binary team side and flushed.
Leftover volume on the stronger binary team side carries over.
Matching Bonus
CHY Mall pays a Matching Bonus on residual commissions earned by downline affiliates.
CHY Mall caps the Matching Bonus at two levels of recruitment, based on how much an affiliate themselves has invested:
- if the Matching Bonus paid out is less than an affiliate has invested, they receive 20% of a 100% match on level 1 (personally recruited affiliates) and 50% on level 2
- if the Matching Bonus paid out reaches 500% of what an affiliate has invested, they receive 20% of a 100% match on level 1 and 75% of level 2
- if the Matching Bonus paid out reaches 1000% of what an affiliate has invested, they receive 20% of a 100% match on levels 1 and 2
Ecommerce Profit
In the unlikely event a CHY Mall affiliate convinces a merchant so sign up and start selling on CHY Mall, they receive 1% of that merchant’s monthly turnover.
Whatever This Is
I’m not going to try to pretend I understand this mess:
It looks like a Matching Bonus paid out across the binary team (residual commissions), on top of the Matching Bonus we’ve already covered.
But uh yeah, good luck making sense of it.
Joining CHY Mall
CHY Mall affiliate membership costs between $25 and $1200:
- VIP1 – $25 (no MLM commissions or returns)
- VIP2 – $50
- VIP3 – $100
- VIP4 – $300
- VIP5 – $600
- VIP6 – $1200
Conclusion
CHY Mall markets itself as a “new retail concept”.
It’s not. Dropship e-commerce platforms have been around for years. The most well-known of which is Alibaba’s Ali Express, which CHY Mall compares itself to;
CHY Mall is a recent Online Shopping Mall which features a New Model Called New Retail plus the Traditional E-Commerce like Jumia, Alibaba, etc.
In reality CHY Mall is simply a ruse for the same old Ponzi/pyramid model that’s been around for years.
With respect to the flow of money CHY Mall is no different to Zhunrize, an ecommerce Ponzi scheme the SEC shut down over six years ago.
Being run by puppets in Asia and targeting Africans, CHY Mall is unlikely to face the same regulatory fate. But the end-result will be the same, the majority of CHY Mall affiliate investors will lose money.
CHY Mall affiliates sign up and invest funds. A tiny percentage of invested funds is used to dropship crap from China. The rest is put towards recruitment commissions and ten-day returns.
The recruitment commissions form the pyramid component of CHY Mall’s compensation plan.
The 10 day returns is Ponzi territory, owing to newly invested funds being recycled to pay withdrawal requests. I say withdrawal requests instead of returns because returns aren’t actually realized until a withdrawal request is put in.
Cue CHY Mall’s “we’ll only pay you if you don’t withdraw” policy, which sees early investors withdraw the majority of invested funds in true Ponzi fashion.
On top of that you have the CHY Mall’s actual owners taking their cut, leaving everyone else with an eventual loss.
From what I can make out Sairui E-Commerce was the initial concept that flopped. It was rebooted in mid 2020 as Century Heng Yue Group and CHY Mall, likely hoping to capitalize on the COVID-19 pandemic.
So far the scammers behind CHY Mall have successful targeting low-hanging fruit in Nigeria and neighboring Ghana. Long-term they’ll need to spread to other countries to continue the scam.
Unfortunately if history has shown us anything, that happens all too easy in Africa.
As with all MLM Ponzi schemes, once affiliate recruitment dies out so too will new investment.
This will leave CHY Mall unable to pay withdrawal requests, eventually prompting a collapse.
The math behind Ponzi schemes guarantees that the majority of participants lose money. CHY Mall won’t play out any different.
Update 6th February 2021 – Ghana’s SEC issued a securities fraud warning against CHY Mall on January 8th.