Weekly review: direct sales license should maintain a certain rhythm

2016-05-30 15:13

China Direct Selling News > Direct selling Forum > Special comments >

Direct reporting network in Beijing in May 29th (author: Ouyang Wenzhang) since last year, China's direct selling licenses to accelerate the pace of the release, so far there are 73 companies received a direct sales license. This is a good thing, the direct selling industry to the government's policy measures should be a point of praise. However, starting from the requirements of the healthy development of the direct selling industry, the issue of direct sales license should maintain a certain rhythm, too much to accelerate the healthy development of the direct selling industry is not necessarily a plus.

Rhythm can be interpreted as a regular, continuous complete movement form. That is to say repeatedly, the corresponding forms of the various factors organization, form a coherent whole of order, which is the rhythm. A full song, is a very lively rhythm, but partial to sing to ease, the song must not sing well. Similarly, the issuance of direct selling license, must with the healthy development of the direct selling industry to adapt too slowly, industry scale is small, does not meet the requirements of reform and opening to the outside world; too fast, industry scale suddenly enlarged, and direct the workers did not expand, easily lead to vicious competition, development of the industry is not so healthy. So, like singing, direct sales licenses should be maintained a certain rhythm.

From last year's situation, China's direct selling licenses to the speed seems to be a little too fast. Direct selling licenses issued too fast for the emergence of what is the negative situation? My observation that since last year, the direct selling market chaos and direct sales license issued fast how much a bit associated. Since last year, the direct selling market there has been a little chaos, the reason, I am afraid that direct sales licenses issued too fast is one of them. On such a big scale of direct sales personnel, the number of direct selling enterprises has increased so much. This is bound to a "go" situation, resulting in some new direct selling enterprises to old direct selling enterprises to "dig", or is the design than the old direct selling enterprises more "competitive" bonus system. We found that the recent media exposure of direct selling companies illegal or involving the transfer of new direct selling enterprises accounted for more. This tells us that the speed of the direct selling license issued to the healthy development of the direct selling industry as the premise, when the direct selling industry development is not healthy, licenses issued speed should slow a little; when the direct selling industry healthy development, license issued by the speed should quickly.

In the current situation, the direct selling license should also maintain a fast speed? Answer this question from two aspects. First, the level of government, the two is the level of Shen brand enterprise. From the point of view of government, issuing licenses pressure great, Shen an increasing amount of business cards, if the payment of license plate is too slow, is bound to pressure a lot of Shen brand enterprises to enter the direct sales, will produce a contradiction between the government and enterprises. If the payment of license too fast, while satisfying the Shen business licensing requirements, but the direct selling industry vicious competition will inevitably in the inevitable. From the Shanghai brand enterprise level, to obtain a high expectations of direct selling license, hoping to get today's card tomorrow. Once the government does not approve the issuance of licenses for a long time, they will be dissatisfied with the mood of the government. So, no matter from the government level, or from the level of the brand enterprises, issuing direct selling licenses have a fast and slow dilemma. In my opinion, should not only consider the government macro requirements, but also taking into account the application of micro enterprises brand appeal, under the current situation of the development of direct chaotic, at present can't sing "song", the issuance of direct selling license should moderate slowdown in some. The advantage is that, on the one hand can continue to promote the expansion of the scale of the direct selling industry, on the one hand can reduce the occurrence of vicious competition.

In addition, if the direct selling licenses issued over speed, the direct supervision of the work of the agency to carry out a certain difficulty. As far as I know, since last year, direct selling licenses issued too fast, the direct supervision of the authorities clearly feel the work pressure is great, the entire regulatory work a little powerless. Is mainly manifested in the licenses issued soon after, direct supervision organs is not fully prepared, supervision work appeared not deep enough, for example, some new direct illegal enterprises was exposed by the media after the regulatory authorities to know. Therefore, I suggest that the issuance of direct sales licenses fast and slow, the business sector is best often negotiated with the industry and commerce authorities, which is the direct supervision of the work carried out in depth is beneficial. 3

(the author is the expert committee of China Marketing Association.

Editor: Xiao Shen

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