Wen Zai is good public opinion environment healthy development of the direct selling industry security

2017-10-23 14:43

China Direct Selling News > Cover People > Enterprise leaders >

[news] October 23rd report of Beijing (Wen Zaixing) of the first world (China) direct public opinion forum in the eye view data, fine business development "as the theme, the center of the Helen road and direct public opinion monitoring room show the system of monitoring public opinion data, and various experts and entrepreneurs to discuss in the Internet era how to know public opinion, direct selling enterprises, Xiao Ming, this crisis disposal" to help direct selling enterprises prepared, understand public opinion changes and characteristics, improve public opinion monitoring and early warning, improve the emergency management mechanism; at the same time, strengthen the direct positive energy publicity, create a good public opinion environment for the healthy development of the direct selling industry, I think it is of practical significance important.

As you all know, in recent years, China's direct selling industry has achieved steady and rapid development under the management and supervision of the government departments. In 2015, the whole industry achieved sales of more than 100 billion yuan, direct sales industry tax contribution of 4 billion 730 million yuan. According to the data released by the World Federation of Direct Selling Association, in 2015, the sales volume of China's direct selling industry reached 220 billion 700 million yuan, an increase of 19%, ranking second in the world for three consecutive years. Up to now, from the Ministry of commerce website can be found to obtain direct licenses of enterprises reached 89, in recent months, the Ministry of commerce website announced accept direct sales Shen brand enterprises more than 40. China's direct selling industry has played an active role in expanding domestic demand and promoting the consumption of residents, and has made great contributions to increasing tax revenue and solving the employment of residents.

In the past two years, with the rapid pace of development of the direct selling industry, the relevant departments of the government, the community's recognition of the direct selling industry is also increasing, the law enforcement environment and public opinion environment has improved in general. However, "shuyujingerfengbuzhi", with the popularization of Internet and development of information technology, especially network major MLM, MLM cases frequently, the relevant departments to investigate the bond capital, international, "good friction exchange" and a number of suspected case of network marketing; in addition, the media exposure of some university graduates through network direct hire job in MLM, some harm caused by certain social influence.

The above shows that with the rapid development of the Internet, a variety of marketing organization in the name of innovation and entrepreneurship, on the Internet financial, disk, network, raise public funds and other charitable express, including parasitic profiteering, serious violations of the interests of the masses, causing social instability. Although from the current investigation of the case, did not involve licensed direct selling enterprises, but the crackdown on network marketing has become a hot spot in recent public opinion, the normal operation of direct selling enterprises also bring some adverse effects. Especially the high attention of government authorities, the State Administration for Industry and Commerce has issued an emergency notice to all provinces, regions and cities, required to do important work against network marketing, and asked around the system returns the direct selling industry to carry out the implementation of the special inspection, and urge enterprises to strengthen direct employees especially the constraints and management of dealers through; strengthen supervision, standardize enterprise behavior, ensure that the direct selling enterprises not involving MLM, direct selling industry to ensure not mass incidents and problems affecting social stability.

Thus, we clearly see that the direct selling is a retail format, but it is a very special industry, from the marketing mode of birth, direct and MLM MLM activities to various as the shadow follows the form, the implementation of a Ponzi scheme, Pyramid fraud, and ordinary people are often difficult to distinguish the authenticity. Once unexpected events occur, the public opinion tends to be one-sided, which has a very bad impact on the formal direct marketing. But there are some bad media for profit or even deliberately set the problem, making bad public opinion extortion of direct selling enterprises. Therefore, the direct selling industry especially the direct selling enterprises in the development process, we must attach great importance to the work of public opinion than any industry and enterprises, that is to say, public opinion is closely related with industries and enterprises can steady and healthy development. In the past, many lessons have been learnt in this respect, and some enterprises have suffered heavy losses.

What is the public opinion? Public opinion is "public opinion", refers to a certain social space around social events, development and change, the sum of most masses on the expression of events or some areas of attitudes, opinions and emotions. The spread of public opinion and the expression of public opinion sometimes have an important impact on the decision making behavior of the ruling people. Especially with the development of the information society and the popularity of the Internet, the spread of all kinds of information shows the characteristics of many channels, fast speed and wide range, which is easy to form network public opinion. Internet rumors and irrational voices can easily lead to public opposition and become the fuse of intensifying social conflicts and leading to major social events.

Therefore, in the new situation, we should pay special attention to the study of public opinion in the direct marketing research work, and strive to create a good, full of positive energy direct marketing to develop public opinion environment. At the same time, corresponding countermeasures and methods are put forward for all kinds of unexpected events and social hot issues. I suggest that we should strengthen the work in the following aspects.

First, the whole industry should improve publicity awareness, strengthen the dissemination of direct positive energy information, master the dominant power of public opinion, and build a harmonious environment of direct marketing public opinion. Especially for a number of people on the direct sales format and a variety of vague understanding of the direct selling and pyramid selling activities are not clear, we should increase the popularity of legal knowledge, help them consciously resist pyramid schemes. At the same time, we should vigorously publicize the role of direct marketing to promote public entrepreneurship and innovation, and promote direct sellers are glorious workers, encourage employees with employment needs to participate in direct marketing, entrepreneurship and wealth. In addition, we must vigorously promote direct marketing enterprises to fulfill their social responsibility, poverty alleviation and economic and social development of our contribution. In the past, direct marketing industry and enterprises in the public attention is far from enough, investment is far from enough, the future must be passive to active, strengthen the work in this area.

Two, the industry and enterprises should promptly understand the social situation, public opinion, especially concerned about network public opinion, strengthen public opinion monitoring, find negative public opinion signs timely disposal. To improve the ability to respond to public opinion and establish a crisis public relations mechanism, timely resolve contradictions and eliminate hidden dangers. The outbreak of public opinion crisis is often sudden, slow response and disposal easily lead to public opinion questioning and criticism, so that the adverse effects of events spread rapidly, increasing the difficulty of disposal, causing greater damage. Therefore, to deal with the negative public opinion, one is to reflect the fast, rapid public opinion judged, take the initiative to communicate with the media or the masses, do not evade the issue; the two is disposed to be calm, to avoid speculation heating up, and to investigate the facts reveal to the public as soon as possible. If the problem is true, sincere criticism and public opinion supervision, or accept the government departments to deal with, timely defuse the negative public opinion. Three for false negative reports and broke the news, to timely show their attitude and position, and in the right way and time to announce the truth, to control the direction of public opinion, public opinion to create a good environment for the handling of crises.

The three is the work of public opinion has a certain professional and systematic, the industry can rely on the relevant association or the third party organization, the establishment of public opinion monitoring and warning system, regularly or irregularly published public opinion monitoring report, can also provide reference to government departments. Direct selling enterprises can not only set up full-time personnel to collect and analyze public opinion, but also use the existing public opinion analysis system and service platform to carry out public opinion monitoring. In addition, all enterprises should accelerate the improvement of their information system, more use of the official website, official or micro-blog held a press conference, the timely release of information, in response to negative public opinion, to communicate with the media and the public, to answer a variety of questions, strengthen the public opinion, to win more right to speak.

Good public opinion environment is an important guarantee for the healthy development of the direct selling industry, we need to build together. I am pleased and appreciated the convening of the first direct selling industry public opinion Summit Forum. I hope that all entrepreneurs and experts and scholars will actively offer advice and suggestions on the work of direct marketing public opinion. I believe that through our efforts, and constantly enhance the industry public opinion monitoring ability, safeguard the healthy development of the industry, benefit the broad masses of the people, for our country's economic and social development to make greater contributions.