2015-01-26 14:18

 

Ouyang wenzhang: Direct selling in the ＂new normal＂ rapid development?

 

CNDSN January 26th news (Ouyang article author) the introduction of the direct selling regulations ten years, direct selling is the development in the Chinese economy high speed development situation. Now, China's economic growth rate gradually decreased, the GDP growth rate of 7.4% in the year 2014, hit a 24 year low. In Chinese economic slowdown. "The new normal", the rapid development of direct selling also like in the past? I answered in one word: "line!"

Why? Reasons are as follows:

A "new normal", "new" reflects the essential requirement of development of direct selling.

We say "the new normal" in the end, the "new" where? According to my understanding, I think, "growth miracle", "world factory", investment driven, export driven these with China years old labels will gradually become a thing of the past, and focus on innovation, pay attention to service, pay attention to the new mode of growth of domestic demand and consumption will gradually forming, mature, this is the core connotation of Chinese economy "new normal". The core connotation of this, will be the basic connotation of China's economic development, and this is in line with the requirements of the development of the nature of direct marketing.

Direct fundamentally speaking, is a service industry, belonging to the third industry. Long term since, the third industry in our national economy accounts for a low ratio of share. China's economic development speed slow, said from some kind of significance is three times one or two, caused by industry structure adjustment. China will become a real economic power, the third industry if not developed rapidly is unthinkable. Central Committee put forward the concept of "the new normal", my understanding is to slow the pace of development, accelerate the development of the third industry, and gradually form a focus on innovation, pay attention to the service industry, pay attention to the new mode of growth of domestic demand and consumption. Direct selling, this path is actually go. The fact is also fully illustrates this point. Since the introduction of direct selling regulations, direct selling has made a significant contribution to the consumption of China's economic development, plays an important role in expanding domestic demand, promoting consumption. In 2014, China obtained the direct selling license of direct selling enterprises, annual sales of up to about 132000000000 yuan, a year-on-year growth of more than 25%. So, from the fundamental point of view, the "new normal" of the "new" really reflects the essence of the development of marketing requirements.

Two, the "new normal" under the economic structure adjustment as the direct development provides opportunities.

Into the "new normal", the development of some industries will enter the "labor pains period". According to my observation, as the "new normal" under the existing economic structure is unreasonable, the "labor pains" has appeared in the Yangtze River Delta and the Pearl River Delta region. For example, this year as a result of the yuan rise outside demoted, the development of small and medium enterprises difficult and cut-off or semi shutdown, may appear a large number of the unemployed, the national employment pressure resulting from the very large. In the packaging printing industry as an example, since 2014, the outbreak of the bankruptcy boom industry will be more tens of thousands of people directly into the ranks of the unemployed. In 2014, September and October, in Hubei alone there are up to 560000 migrant workers returning home. The current labor market in short supply situation has been broken, after the Spring Festival in 2015, the early return of migrant workers to work again along the southeast coast, will appear not see 10 years of job boom. The employment situation is grim, so that all levels of government is a headache, have to think of a way, find a way out, to alleviate the contradiction between the low rate of employment.

We believe that the "new normal" under the employment situation is grim, provides a rare opportunity for China's direct selling industry may accelerate the development of. Remember the 2008 global financial crisis has hit China, Yangtze River Delta and Pearl River Delta many business failures, laid-off workers millions joined the direct selling industry, accelerate the development of the direct selling industry, so that China's direct selling industry Piaohong trend. In 2015 the number of laid-off unemployment may and 2008, not much difference between, for the new development of China's direct selling industry, is undoubtedly an important rare opportunity. In this sense, the "new normal" under the adjustment of economic structure, is the development of direct selling industry in China a rare opportunity.

Three, the "new normal" direct marketing development can not "take old road" to "new ideas".

From the point of view of economics, the expansion of public products and the supply of public service, is an important growth point of government of stimulating domestic demand. These public goods and services, nothing more than the pension, medical care, education, cultural industries, are all Chinese life necessary but is the larger gap. In the future, the public service will attract more social capital and foreign capital participation, Chinese foreign cooperation in running schools, nursing homes, hospitals will be more and more common. In such a "new normal", direct development must have "new ideas", will not be able to "take the old path".

The so-called "new ideas", is according to the "new situation under the new normal", explore new ways to further speed up the development of direct selling to. I think to be in "clear the new idea of" three to strengthen "". One is to strengthen the service. The last direct selling companies only sell products to consumers, and the service work to do very little, so the direct product in the consumer 's reputation mostly is not very good. Only do a good job in service, really to consumers as "God", to expand the direct product sales radius and increasing direct product sales. Therefore, I suggest that the direct selling enterprises should put in 2015 as a service to consumers years. Two is to strengthen the innovation. Innovation is an important driver of the development of marketing. Innovation mode Amway o2o worthy of other direct selling enterprises study. Of course, these a few years, other direct selling enterprises are also trying to innovation, but the real effect is not much. For example, the use of electronic commerce in direct selling, I see not a few are successful. Therefore, direct marketing innovation must consider the basic characteristics of direct sales, not most probably it did not actually happen to "innovation", so there is no good results. Strengthen the innovation, the innovation must be direct itself, and not the other. Three is to strengthen the norms. Direct selling is an old topic, but in the "new normal" under this old topic must strengthen. Now, direct selling non-standard problem is very serious, this problem is not resolved how there will be the "new normal" under the "new ideas"? Therefore, strengthening the priority in the healthy development of norms is the direct selling industry, and is a direct the necessary homework new ways. *

Author introduction: Ouyang article, China market learn direct core expert committee of experts

Editor: small Shen