【直报网7月15日讯】（法制日报）在中国，严厉的监管和市场与社会的广泛关注，互为因果又相互推动，影响着直销行业的发展，而直销法规的颁布在给直销行业戴上“紧箍咒”的同时，也为其带来了驱除黑暗的阳光。

[direct reporting network July 15 news] (Legal Daily) in China, tougher regulation and market and society wide attention, interdependent and mutually promoting, affecting the development of direct selling industry, and of direct selling regulations promulgated the "magic spell" to the direct selling industry put on in the same time, also brought to banish the dark sun.

10年转眼即逝。10年间，真正想做产品的有社会责任感的直销企业在阳光下慢慢发展壮大。也正因为有着严格管理机制的直销企业越来越多，直销行业的发展之路越来越宽，而这一切的根源正是10年前《直销管理条例》和《禁止传销条例》即业内统称“两个条例”的颁布和实施。

10 years in a blink of an eye. 10 years, really want to do the product of the social responsibility of direct marketing companies in the sun slowly grow and grow. It is because of the more and more strict management mechanism of direct selling enterprises, the development of direct selling industry is becoming wider and wider, and root of all this is 10 years ago "direct management Ordinance" and "the prohibition of marketing regulations that industry collectively referred to as the" two regulations "promulgated and implemented.

经过10年的发展，直销行业取得长足进步，在法规规范下赢得越来越广阔的市场。从行业整体发展来看，直销行业发展呈现出四大特点。

After 10 years of development, direct sales industry has made considerable progress, in the regulations to win more and more broad market. From the overall development of the industry, the development of direct selling industry presents four major characteristics.

直销行业发展规模越来越大

Direct sales industry growing scale

据权威统计，截至目前，全国范围内获批开展直销经营的企业有49家，分布在13个省、自治区、直辖市和计划单列市。除西藏自治区外，直销企业经营区域已覆盖全国所有的省级行政区域，直销产品种类达2600余种，同比增长约7%，直销员人数达200余万人。

According to authoritative statistics, as of now, the country approved to carry out direct sales enterprises have 49, distributed in 13 provinces, autonomous regions, municipalities directly under the central government and cities under separate state planning. In addition to the Tibet Autonomous Region, direct selling enterprises operating area has covered all the provincial administrative area, the kinds of product sales amounted to more than 2600 species, an increase of about 7%, the number of salespeople amounted to more than 200 million people.

2013年，我国43家获牌直销企业共贡献直销业绩1270.75亿元，比2012年的900.95亿元增长41%，创下我国直销行业有统计以来最高的年度总体业绩增幅；2014年，我国获牌直销企业增加到46家，贡献直销业绩1599.15亿元，相较于2013年，业绩增长26%，总体呈现稳定增长态势。在发展环境进一步宽松的情形下，直销企业抓住自身优势、取长补短，2015年依然会迎来稳定发展。

In 2013, China 43 licensed for direct selling enterprises CO with direct performance 1270.75_yi billion yuan, than 2012 939.10 billion yuan, up 41%, hit China's direct selling industry has statistics since the highest annual overall growth performance; 2014, China won the brand of direct selling enterprises increased to 46, with the direct selling industry performance 1599.15_yi billion yuan, compared to the year 2013 earnings growth of 26%, the overall show stable growth. Under the development environment of further easing, direct selling enterprises seize their own advantages, learn from each other and 2015 still will usher in a stable development.

直销行业发展机遇和挑战并存

Direct selling industry development opportunities and challenges coexist

当前，直销行业整体发展比较有序，但依然存在问题。商务部市场秩序司法规处处长陶宇对此曾这样概括:部分直销企业管理不严、直销员素质不高，企业及其工作人员、经销商的违法经营现象时有发生；夸大产品功能、虚假违规宣传、隐蔽实施多层次、团队计酬等现象仍然存在。上述现象使得社会公众对直销和传销仍存在一定程度的混淆，对直销企业也存在一定的戒备之心。

At present, the overall development of the direct marketing industry is more orderly, but still exist problems. Ministry of commerce market order judicial rules, director of studies in this regard has been summed up this way: part of the direct sales business management is not strict, salespeople quality is not high, illegal operation of enterprises and their staff and dealers phenomenon have occurred from time to time; exaggerated product function, false illegal propaganda, hidden implementation of multi-level, team capitation phenomenon still exists. The above phenomenon makes the public to direct marketing and pyramid schemes still exist some degree of confusion, the direct marketing companies also exist a certain degree of vigilance.

直销企业应清醒地认识到上述问题的存在，继续坚持不懈抓好企业管理，建立好企业管理制度，打造直销行业规范经营个体。直销行业主管监管部门应进一步修改完善现行法律法规，加强事中事后管理；开展直销诚信体系建设，加强与工商等监管部门信息共享，探索建立企业信用评价体系、从业人员信用档案和信用信息公示制度，发挥社会监督作用；加大法律法规宣传力度，提高公众对违法欺诈行为的辨别能力，保护消费者合法权益；加强行业培训工作，促进企业交流与行业自律，规范行业发展。

Direct marketing enterprises should be clearly aware of the above problems, continue to do a good job of enterprise management, establish a good corporate management system, to create a direct sales industry standard management. Direct selling industry competent regulatory authorities should further modified and improve the existing laws and regulations, strengthen the management of things afterwards; to carry out direct selling credit system construction, strengthen and business etc. regulatory information sharing, explore the establishment of enterprise credit evaluation system, practitioners credit files and credit information publicity system, to play the role of social supervision; increase the propaganda of laws and regulations, improve the public's ability to identify of the illegal acts of fraud, protect the legitimate rights and interests of consumers; strengthening the industry training, promote business exchanges and industry self-regulation, regulate the development of the industry.

只有作为个体的企业严格自律，作为监管方的政府加快完善监管体制，为所有规范经营的直销企业提供公平公正的竞争环境，直销行业的发展才能最终赢得民心，开拓出更宽广的发展空间，并最终惠及社会和消费者。

Only as individual enterprises strict self-discipline, as regulators of the government to accelerate the improvement of the supervision system, for all to regulate the operation of direct selling enterprises provide a fair competition environment, the development of direct selling industry can eventually win the hearts and minds of people and open up a broader space for development and the final benefit society and consumers.

电商为直销发展提供新契机

Electricity suppliers to provide new opportunities for direct sales development

近年来，以网络购物为代表的新兴业态快速发展，对直销行业构成了巨大的竞争压力，但电子商务平台的出现也为直销行业发展带来了新契机。

In recent years, with online shopping as a representative of the emerging industry rapid development, the direct selling industry constitute the huge pressure of competition, but the emergence of e-commerce platform for the direct selling industry development has brought new opportunities.

为应对此压力，不少直销企业主动适用互联网消费的未来趋势，积极搭建企业电子商务平台，使消费者不仅可以通过电子商务平台便捷地了解产品，更能通过互联网、现代物流、移动支付等手段向消费者提供更加方便快捷的服务。部分直销企业还加快了开设体验中心、形象展示店的步伐，致力于向消费者提供全方位的服务体验。

As this pressure, many direct selling enterprises take the initiative to apply the future trend of Internet consumption, actively build enterprise e-commerce platform, so that consumers can not only through the electronic commerce platform easy to understand the product, but also to provide a more convenient and efficient services to consumers through the Internet, modern logistics, mobile payment means. Part of direct sales companies have also accelerated the pace of opening experience center, the image of the store, is committed to providing consumers with a full range of service experience.

直销企业注重打造品牌价值

Direct marketing companies pay attention to build brand value

在经历了快速乃至超速发展的10年后，不少直销企业越来越认识到产品品质才是企业生命线，在保持业绩高速增长的同时，反思和补足因超速发展带来的管理缺失，探索行之有效的企业管理机制，并主动承担社会责任。

After experiencing a rapid and speeding the development of 10 years, many direct selling enterprises are increasingly aware of the product quality is the lifeline of enterprise, while maintaining the performance of high-speed growth at the same time, the lack of reflection and complement for speeding the development of management, explore effective mechanism of management of enterprise, and take the initiative to assume social responsibility.

一位直销企业高管曾表示，衡量直销行业是否足够强大的标准并非发展速度有多快，直销业绩有多高，而是直销企业及其从业人员都能够严格自律，依法依规办事，最终使直销成为受人尊敬的行业。▲

A direct selling company executive has said that the measure of the direct selling industry is strong enough, the standard is not a development speed how fast, direct performance is high, but direct selling enterprises and their employees are able to strict self-discipline, in accordance with laws and regulations and ultimately make direct be respected in the industry. 3

（原标题：直销行业下一个十年 打造品牌价值比速度更重要）

(original title: direct sales industry for the next ten years to build brand value is more important than speed)

责任编辑：小申

Editor: small Shen