【直报网4月28日讯】（直销专业网）当前，直销行业中60、70后仍占相当大的份额，但正如毛主席讲的，世界是你们的，也是我们的，但是归根结底还是你们的。随着年轻一代逐渐进入到直销行业，如何引导这群年轻人，如何借助年轻人实现企业人员结构大转换成为每家直企需要面对的问题。为此，我们特意采访了直销行业杰出的80后代表——金日集团总裁李冠华先生，请他谈谈自己的看法：

[news] April 28th direct reporting network (direct marketing professional) at present, the direct selling industry 60, 70 still account for a large share, but as Chairman Mao said, the world is yours, but in the final analysis is our, or your. With the younger generation has entered the direct selling industry, how to guide the young people, how to help young people to achieve the enterprise personnel structure into each direct enterprises need to face the problem. To this end, we have had an interview with the direct selling industry outstanding 80 representative -- the gold group president Mr. Li Guanhua, asked him to talk about his own views:

直销专业网:2007年，您与您的父亲李仲树先生一起开辟了金日集团的直销板块，当时是出于什么考虑决定做直销的呢？

Direct marketing professional: in 2007, you and your father Mr. Li Zhongshu opened the gold group's direct plate, then consider what is decided to do direct sales?

李冠华:近年来国际大卖场蜂拥进入内地，给保健品市场带来了巨大冲击，传统超市和药店等销售渠道费用水涨船高，保健品的宣传限制让消费者很难理解，金日原有的销售模式受到挑战。面对销售瓶颈，我和我父亲都认识到：只有找到一条更新的路才能确保企业立于不败之地，并及时果断调整策略，将直销这种商业模式植入保健品销售中，为依赖传统销售渠道的保健品行业建立自己的新通道，才是根本之道。

Li Guanhua: in recent years, international supermarkets rushed into the mainland, has brought the huge impact for health care products market, the traditional sales channels such as supermarkets and pharmacies costs soared, health care propaganda limit makes it difficult for consumers to understand, the original sales model is being challenged. In the face of sales bottleneck, my father and I are aware of: only to find a new way in order to ensure that enterprises remain invincible, and decisive and timely adjustment of strategies, the direct sales business model into the health care products, the establishment of a new channel for their dependence on traditional sales channels in the health care industry, it is the basic way.

当然，金日转战直销也不是一帆风顺,从市场调研、产品选择，到牌照申请、人才引进等等，我们倾注了大量的心血。2011年7月金日获得国家商务部颁发的直销经营许可证，成为福建省首家获牌的直销企业,标志着金日直销事业走上正轨。

Of course, the choice is not in direct Everything is going smoothly., from market research, product, to the licence application, talent introduction and so on, we devoted a lot of effort. In 2011 July, Kim get direct selling license issued by the Ministry of Commerce, Fujian province has become the first licensed direct selling enterprises, marks the golden days of direct selling business on the right track.

直销专业网:年轻化是一个长远的项目，也是一个全球化的趋势，随着大数据时代的到来，年轻人已经成为推动社会消费、进步的中坚力量，您认为，面对这样的趋势，直销企业应该如何应对？是否需要在产品、营销、培训等方面改进，去迎合年轻人喜好？

Direct marketing professional: young is a long-term project, is also a trend of globalization, with the advent of the era of big data, the young man has become the promotion of social consumption, the progress of the backbone, do you think, in the face of this trend, direct selling enterprises should be how to deal with? Whether it needs to be improved in the product, marketing, training and other aspects, to cater to the preferences of young people?

李冠华:全球化趋势和大数据时代的到来,对直销企业而言,是机遇与挑战并存。因此,树立互联网战略思维，与电子商务融合发展是当今所有直销企业的重要策略。

Li Guanhua: in the era of globalization and the arrival of big data, on the direct selling enterprises, opportunities and challenges coexist. Therefore, to establish the strategic thinking, integration and development and e-commerce is an important strategy in all direct selling enterprises.

金日作为一家坚持“孝道与责任”的传统企业，秉承“在传承中不断创新”的发展理念，根据社会、市场发展适时而变：

Gold as a stick to "filial piety" and "responsibility" of the traditional enterprise, adhering to the "innovation" in the tradition, according to the society, the development of the market timely and change:

一、产品创新。现在越来越多的年轻人身体处于“亚健康”状态，金日作为造福人类健康的民族企业，也将继续加大产品研发的投入，结合市场需求，生产出利于年轻人健康的优质产品。

A, product innovation. Now more and more young people are in "sub-health" status, the gold is for the benefit of human health and the national enterprises, will also continue to increase investment in product research and development, combined with market demand, production of high-quality products for the health of young people.

二、营销模式。大数据时代，拥抱互联网顺势而为是必然的历程,网购是一个趋势。金日适时引进“互联网+”理念,并应用于营销管理中,维系与营销人员的沟通，辅助我们的直销人员进行销售工作。

Two, marketing mode. The era of big data, the flow is the inevitable course to embrace the Internet, online shopping is a trend. The timely introduction of the "Internet +" concept, and applied to the management of marketing, and marketing staff to maintain communication, to assist our direct sales personnel.

三、培训方向。创立于2013年的金日网上商学院，其宗旨就是迎合年轻人的生活习惯，让培训随时随地进行。当然，我们会加大力度构建更为完善的培训教育体系，用时下流行的“年轻化的语言”与年轻人对话，以满足“年轻市场”开拓需要。

Three, training direction. Founded in 2013, the online business school, its purpose is to meet young people's living habits, whenever and wherever possible to make training. Of course, we will increase efforts to build a more perfect training system, for the popular "young language" dialogue with young people, to meet the "young" market development.

直销专业网:作为金日集团年轻的掌舵者，您认为自己与老一辈在公司管理运作方面有什么不同？是否会在新技术运用、品牌营销、产品定位等方面有突出表现？

Direct marketing professional: as the gold group of young at the helm, do you think you and the company management what is the difference? Whether it will have outstanding performance in the application of new technology, brand marketing, product positioning?

李冠华：在公司管理运作方面，我坚持传承“建一流企业、创一流产品”的企业宗旨，但是传承并不等于不改变，不同的社会经济环境会让企业适时作出调整，不断变化改革,金日从传统渠道中开辟出直销渠道，就是一个很好的例子。未来我将从以下三个方面来引导金日未来发展：

Li Guanhua: in the company's management and operation, I adhere to the inheritance of "building first-class enterprise, first-class products" of the enterprise purpose, but the inheritance does not mean do not change, the different social and economic environment will allow enterprises to make timely adjustments, changing from the traditional channels reform, gold in the open channel, is a very good example. The future I will from the following three aspects to guide the future development:

First of all, the use of new technology. Jin Rishun should be the trend of the times, will make better use of Internet tools to product sales, business and marketing combination, to maximize efficiency.

其次，品牌营销方面。接轨微营销，多方面渠道推广品牌实现超越。在这个粉丝经济时代，金日将依托“金日微刊”这个官微平台实现品牌与粉丝互动，增强“金粉们”的忠诚度；并充分利用微信平台升级换代，建成金日云服务系统。

Secondly, brand marketing. Integration of micro marketing, multiple channels to promote the brand to achieve beyond. In the fans economy era, gold will rely on "brand fans to interact with the gold Riwei published" the administrative micro-blog platform, to enhance the "gold" loyalty; and make full use of the upgrading of WeChat platform, built the Jin Riyun service system.

最后，产品定位。时代在进步，产品也必须与时俱进。时下消费群体的年轻化使金日的产品定位趋向年轻化，为此今年我们将推出美容、减肥类等符合年轻群体的系列新品。

Finally, the product positioning. Era of progress, the product also must keep pace with the times. Nowadays the younger consumer groups so that the products of gold tended to be younger, so this year we will launch the beauty, weight loss in line with the series of new youth.

直销专业网:在金日集团中，80后、90后占比如何？公司是否有针对年轻人制定的培训、锻炼策略？

Direct marketing professional: in the gold group, 80, 90 accounted for? Does the company have the training, training strategy for young people to develop?

李冠华：随着公司的不断发展壮大，金日集团有越来越多的80后、90后加入。我自己就是80后，只不过加入时间较长，是金日的年轻“老成员”。这些年轻人的加入让金日企业氛围更加充满活力，为公司未来推行“互联网+”的战略注入了新的活力，我们欢迎更多有激情、有梦想的年轻人加入。

Li Guanhua: as the company continues to grow, the gold group has more and more 80, 90 into. I was 80, just add a long time, is the golden days of the young members of the old "". These young people are adding to the gold business atmosphere more full of vitality, has poured into the new vigor for the company's future implementation of the "Internet +" strategy, we welcome more passion, dreams of young people to join.

在新人培训方面，金日的培训策略是系统化又不失个性化的。鉴于年轻人的习惯与爱好，我们的教育部门也在不断钻研、定制真正适合年轻人的培训课程与锻炼策略。

In the training aspect, the golden days of the training strategy is a systematic yet personalized. In view of the fact that young people's habits and hobbies, our education department has been delving into the custom for young people, the real training courses and training strategies.

直销专业网:直销行业年轻化趋势越来越明显，身为年轻的前辈，对正在进入或者即将进入直销行业的年轻人有什么建议或意见吗？

Direct marketing professional: the direct selling industry younger trend more and more obvious, as a young generation, what suggestions or comments on or about to enter the direct selling industry is entering the young people?

李冠华：直销是个充满活力与激情的行业，也是适合年轻人自主创业、实现梦想的舞台。但是，年轻人在进入直销行业前，要清醒地认识到，直销逐利，但不急功近利。直销行业是一所“没有围墙的大学“，那些直销精英就是老师、引路人，年轻人应该潜心跟前辈们学习，理性进入直销行业。金日直销就是个实现梦想的舞台，也欢迎更多的年轻人加入我们。▲

Li Guanhua: direct marketing is a full of vitality and passion of the industry, but also suitable for young people to entrepreneurship, to achieve the dream stage. However, the young man in the direct selling industry, we must clearly recognize that the direct sales, profit, but not eager for a quick success. Direct selling is a "university without walls", that is, direct marketing elite teacher guide, young people should devote themselves to learning from predecessors, reason to enter the direct selling industry. Golden day direct marketing is to achieve the dream stage, also welcome more young people to join us. "

（原标题：传承并不等于不改变 李冠华：直销行业需要新的活力)

(original title: inheritance is not equal to Li Guanhua: do not change the direct selling industry needs new vitality)

责任编辑：婉婉

Editor: Wan Wan