[Direct Report Network Beijing June 18rd] (yongjian Huang)"Hundred Days Action" is a crisis or a change for China's direct selling industry? How to treat this problem represents how we will go in the future.

If it is only a crisis, then we can overcome the difficulties and survive the crisis. After strengthening foreign affairs public relations, we can operate as usual. If we are facing a change, then we must make substantial changes in the way we operate and be ready to deal with a new market environment.

In my opinion, there is a statement that is particularly worth referring to: we must be able to get through this barrier, but we can not get through it, because everything has changed - the situation of public opinion has changed, and the social and economic environment of China has also changed.

Simply put, the old way that many direct selling enterprises used to stick to is not so smart.

China's direct selling sprouted in the 1990s with a congenital shortage. In 1998, it encountered a "one-size-fits-all" ban. In 2005, it was forced to rebirth under the situation, and then ushered in a real golden decade. After 2016, the traditional direct selling mode has been growing slowly, and Internet-based microbusinessmen have become popular. At the end of 2018, they suffered from internal and external problems.

In a sense, this event is not accidental, it is the inevitable result of accumulation to a certain extent, it represents the end of an era.

What was the past?

There is a serious lack of entrepreneurial opportunities: microbusinessmen are flying all over the world, they can make money by walking, and there is a serious surplus of opportunities; information asymmetry dividend: now is the mobile Internet society, a few minutes can be a business, a person, a model scratch the bottom of the sky; product technical barriers: now the imitation and replication has reached the speed of light, there is a real explosive face with super use value. City, a quarter less than the guarantee of rotten streets;

Public relations is simple and effective: now everyone is from the media, there are voice platforms everywhere, you will never "buy" everyone;

...

Is it true that all this has changed, and we still want to stay the same?

Sooner or later, we have to face it. Although it may be too much to say that a "revolution", a "change" is inevitable.

If we are unwilling to face such changes, we are faced with the following situations: stagnation of development, quenching thirst by drinking poinsettia, and elimination.

Why are we facing such an embarrassing situation today? There are some reasons for the lack of clear regulation, but it is certainly not the root cause. Why are there so many negative aspects of the direct selling industry on the Internet as soon as the incident happens, leaving a voice of criticism?

That is really because some direct selling enterprises and direct sellers do not adhere to the fundamental principle of direct selling as a marketing channel and exaggerate the consequences of career opportunities. The most remarkable point is that many direct-selling products lack cost-effectiveness ratio. Direct-selling people have only two ways to deal with such products. They either exaggerate the effectiveness of publicity or exaggerate the opportunity of publicity. They will touch the legal red line and will not attract real consumers.

As we all know, any entrepreneurship is inseparable from the "28th Law" of success, and even the success rate is even lower. If most of the members are managers and entrepreneurs, then more than half of them will always be eliminated, even hurt, and then become the negative side of the enterprise and industry, as well as his family, relatives, friends and even colleagues.

So don't be surprised by the negative emotions in the industry. Cause and effect.

What should a truly healthy and sustainable direct marketing model be? The vast majority of consumers and a small number of operators, so that through the consumption of a large base of consumers to support the business needs of a small number of people, in business logic is reasonable. We find that the companies that are less affected by this storm are those with a large consumer base.

We often say that we should return to the original and clear the source. The idea of direct selling is very simple. It is to sell products in a more flexible way. If you lose this foundation, you naturally need a change to pick it up.

Someone said that the ship was in great trouble to turn around. But the author thinks that this incident actually gives everyone a chance to make up their minds. No need to explain, no matter how difficult it is, we must turn around, otherwise we will live forever in the shadow.