Traditional daily chemical companies have missed the golden period to enter the direct sales

2016-07-01 17:06

China Direct Selling News > Direct selling Focus > Industry focus >

Direct reporting network Beijing July 1st (Information Times) recently, the Ministry of Commerce once again issued two companies direct business applications, causing concern in the industry. In recent years, the intention of the layout of direct marketing more and more traditional enterprises. The reporter understands, Overlord, Si Bu, Han beam and so on many cosmetic companies were transferred intends to transition the direct channel, but these enterprises or closed to deny, or stagnation, let people aware of, chemical transformation of direct marketing is not a good way to go.

Then local chemical enterprise restructuring and direct what difficulties? Why "conspiracy" transformation of direct selling enterprises were shut up don't recognize transformation direct really need to have what conditions?

More than a day of the company was transferred to the transformation of direct marketing

With the speed of the Ministry of Commerce issued a license to speed up the transformation of the layout of the traditional direct selling more and more traditional enterprises. June 27, the Ministry of Commerce of the direct selling industry management system released two companies direct marketing business application matters, respectively, for Green Living Beauty Health Technology Co., Ltd. and "Shandong Haodangjia Marine Development Co., Ltd.. It is noteworthy, as of June 27 this year, licensed direct enterprises have six, which five traditional pharmaceutical companies, daily necessities enterprises accounted for only 1.

In fact, the local daily chemical companies are not interested in the layout of a few. This reporter has learned that from 2014 onwards, the local daily chemical overlord group ready to enter the direct selling news spread in the industry. Subsequently, the micro business started by the group in 2015 after a sharp decline in performance, but also began to try to save the results of the layout of the layout. At the same time, known for naming various variety shows, holds the line agents, TV shopping, electronic business platform, micro business such as multiple sales channels of Han beam has also been heard intent direct layout. However, as of now, the Ministry of Commerce has not yet released any of the above applications. And most of the traditional day of the enterprise has been held to deny the intention of this.

Or deny or stranded, the transition is more bumpy

2014, the king of the public relations department of the person in charge of this attitude is ambiguous, and said: where there is said the transformation on the transition." April 7, 2015, "plot" direct selling for a year of the king, only a new movement. The same day overlord group announced that the shares will be the king of the shares pledged to a financial institution. At this point, the king of the Foreign Affairs Department of the relevant responsible person revealed that the Ministry of Commerce has officially applied for direct sales license, and pay 20 million yuan deposit.

For the Korean beam and think of the port group has been transferred to the layout of the message, the reporter recently call the Korean beam and the relevant person in charge of the port group. South Korean media person in charge Yang Shuo told reporters, never heard of the Korean beam layout direct news. And think port group, the relevant person in charge of Huang Zihao also denied, and said that the micro business should be positioned as a mobile business category, rather than the direct category.

Although Han beam, Si Bu in the transformation of marketing aspects denied that, however, according to an unnamed marketing consulting firm responsible person said, these two companies were to consulted transformation direct direction of related matters, and expressed to transition the direct intention. In November 2015, Si port and Qingdao Kang Er officially announced strategic cooperation, the establishment of the company. According to the insiders revealed, Kang Er get direct selling license, has been not before proudly; and think of port group has a huge marketing team and a relatively mature marketing channels, so the two preparations. "Think port and take the brand enterprise cooperation may be a choice of security security, the choice and Kang Er together, a big factor is to go to its legal status." The person in charge said. Fortunately, with the group's cooperation in the United States and the United States shares of a person familiar with the matter also told reporters that the company wanted to change the direct marketing a long time, but halfway encountered difficulties, so leading to the transition.

Expert opinion

Traditional daily chemical companies have missed the golden period to enter the direct sales

Make people think impassability, why the local chemical enterprise intends to direct layout but closed does not recognize? Transformation direct what difficulties? In this regard, senior marketing experts, Jiufang Ma founder Wang Wanjun summarizes the three reasons:

Are purely cosmetic to enter the direct sales, has missed the golden period, "although many direct sales are starting from the daily chemical, but the daily chemical for salespeople have lost their appeal, but they also hope that is distinctive products, especially in the functional, science and technology category of products." So, the products become direct marketing industry's long tail products.

Second, daily chemical enterprises to enter the direct sales, will face the management problem of the professional, managers lack of direct knowledge, direct marketing professional managers are more difficult to find. Third, do micro business day of the enterprise in the transition to do direct marketing is also more difficult. Micro business in terms of market development, very good at using the Internet means, has a great advantage in the rapid development of membership. But it is more horizontal development, the development speed is fast but not sticky, is a weak relationship; and direct development is vertical, super viscous, is a strong relationship. Adapt to the development of micro business model and cultural system, the transition is also facing a transformation of the problem.

Feng Jianjun cosmetic marketing expert, has said questioned: "the main channel are not well, want to rely on other channels, can be described as the primary and secondary neglected, want to do a little difficult." World Chinese direct the general assembly, deputy secretary Long Hu Jun also said that the lack of talent is traditional enterprises to enter the direct selling short board, "many of the traditional enterprises have ignored the problem of direct sales personnel, traditional enterprise management to direct the operation of the rules do not understand easily encountered the gray area between direct selling and pyramid selling."

Apply for direct marketing enterprises should have what conditions?

1 investors have a good business reputation, in the 5 consecutive years before the application is not a major illegal business records; foreign investors should also have more than 3 years of experience in direct selling activities outside of china;

2 paid up registered capital of not less than 80 million yuan;

3 in accordance with the provisions specified in the bank to pay the deposit in full;

4 in accordance with the provisions of the establishment of information disclosure and reporting system.

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