2015-07-31 16:06
Ouyang wenzhang: ＂Internet + direct＂ should adhere to the principle of standardization
CNDSN July 30th] (International Business Daily Guo Huihua) this year's government work report proposed to develop Internet + action plan, reflecting the new normal economic development of new ideas, is expected to build a new engine of economic development. Direct selling industry is a licensing industry, with the general traditional industries are very different. In the "Internet +" background, the direct selling industry in accordance with the laws and regulations to operate? With this question, this reporter interviewed the Chinese market to learn direct expert committee expert Ouyang Wenzhang.
To further ensure the development of direct marketing and Internet health, organic combination, Ouyang article told reporters that the direct selling industry to implement the Internet + action plan, should adhere to the following three to three do not:
First of all, to highlight the innovation, not to take the form.
In recent years, the direct selling companies of the Internet is relatively concentrated, many direct sales companies have established their own commercial sites, but the effect is not very ideal. Ouyang this article believes that the crux of the problem is that the direct selling enterprises haven't really understand what is "Internet +", but the electronic commerce and the Internet + equate. This is a form of performance, it is impossible to reflect the Internet + policy intention. To this end, he stressed that direct marketing companies in the implementation of the Internet + process can not go in the form, we must put the innovation into a prominent position.
It is reported that in the Internet + innovation, some direct selling companies in the front of the industry, it is worth learning. For example, Amway Tiens, perfect, Enron etc.. Some of the direct sales companies have a perfect line operating system, including electricity supplier website, mobile APP management software, independent marketing personnel training and management website. At the same time, through the micro channel public accounts and micro channel public accounts and marketing staff, consumers maintain a smooth connection.
Ouyang article emphasized that the implementation of Internet "+" in the course of action reference part of direct selling enterprises innovation experience to enterprise system and can not be stereotyped, must have their own characteristics. All direct selling enterprises development stage, direct product structure and direct sales personnel structure is different, only enterprise system, the implementation of "Internet + action plan to truly innovative and not a mere formality.
Secondly, to highlight the specification, not the easy road.
At present, direct selling enterprises in the implementation of the "Internet +" action, from the line to the line connecting channels showing a variety of ways, there is a "parallel" way, there is a "series" way, there is also a "series + parallel" approach. In this regard, the Ouyang believes that "Internet + can have diverse forms, but status quo don't leave to direct this" Zong ", can not change the status of the main channel of direct sales staff is direct selling enterprises. Outstanding innovation at the same time also prominent specification, do not go the hail, the resolutely put an end to appear to take advantage of the Internet + and illegal operation. If you change this situation, it is likely to appear on suspicion of pyramid schemes, resulting in the Internet + become the Internet - the direct selling companies will suffer major losses.
In recent years, some direct selling companies on the Internet to sell products, some companies because of the network marketing is being investigated by the industrial and commercial authorities. After understanding, the problem is mainly in the direct sales staff to become a member of the business website, in the sale of the identity of the direct sales staff, the use of pyramid schemes to sell products in the name of the line to pull the head of the real. Such an approach is not called the Internet + direct, but the Internet + MLM, and thus subject to the direct supervision of the Department of severely punished.
In this regard, the Ouyang told reporters that "direct selling enterprises name 'straight', in combined with the Internet in the process must be in strict compliance with the" direct management Ordinance "," the prohibition of marketing regulations "the provisions, so that 'sit no change xing, walk no change name', the channels of direct sales personnel truly good business, absolutely cannot Zoupian front and illegal or involved in transmission."
Third, to highlight the upgrade, do not engage in subversion.
Some people believe that the implementation of the Internet + will subvert the direct selling industry, Ouyang article made it clear that his different views. He believes that the subversion is to have the meaning of the re, the implementation of the Internet + action plan is not to subvert the direct selling industry. Internet + is just a means, its purpose is to promote the transformation and upgrading of the direct selling industry rather than engage in so-called subversion. He said that the direct sales industry after 20 years of development, with the basic characteristics of the industrial economy, and economic transformation and upgrading of industrial restructuring and upgrading is the most important. Therefore, the direct selling industry transformation and upgrading has been concerned by the state. Today, the direct selling industry is the Internet + period, should be the direct selling industry is in the third transition and upgrade stage.
It is understood that China's direct selling industry in its development process, generally after two transition period. The first phase of the transition from 1998 began, although at the time was the transformation, but the transformation of direct business to create a direct + shop marketing model. Since 2000, the direct selling industry to further transition to direct + shop + Internet marketing model; the second phase of the transition from 2005 to start. In the "direct management Ordinance" promulgated, direct sales enterprises have gradually realized that the face of the service is an important part of direct marketing, and then create a direct + shop + Internet + service marketing model. Implementation of the Internet + action plan, marking the direct sales industry to enter the third transition. In recent years, some large direct selling enterprises established the distinctive "Internet + platform, the Sansei" sharing network, Enron, Enron Tesco ", one" Tiancheng network ", perfect" perfect life "and" Life Network Express ", Hui" aloe micro mall "and so on. They are trying to combine the company's big data and cloud computing with the direct marketing tool for mobile internet marketing tool.
Ouyang article pointed out that this is the implementation of the Internet + direct sales, rather than direct + Internet, so the focus of the third transformation is to upgrade. "Direct marketing + Internet" is the improvement of marketing mode, can promote the transformation but it is difficult to achieve the upgrade; and the Internet + direct marketing is the transformation of marketing model, not only to promote the transformation, but also to achieve the upgrade. Because of the improvement of marketing mode does not have the inherent power to promote the industry upgrade, and the transformation of marketing mode is fundamentally promote the transformation of the industry's upgrade. "The direct selling industry implementation 'Internet +' action plan, must be prominent 'upgrade' word, and seize this opportunity to accelerate from quantitative to qualitative changes in the development process, promoting the development of the direct marketing industry to a new level." 3
(original title: "Internet + direct selling" should adhere to the principle -- interview the expert Ouyang of the expert committee of the expert committee of Chinese market society
Editor: Wan Wan
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