Commentary: actress endorsement criticized direct marketing public image urgent need to build new

2017-10-23 15:16

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[direct reporting network Beijing on October 23rd news] (a commentator) actress Xiong Naijin micro-blog for release produced by a direct selling company movie "standing on the air" tweets, by fans of the crowd. Fans bluntly, not what advertising can be connected, earn money to afford conscience. Xiong Naijin has been criticized, the main reason is because the producers for direct selling enterprises. Through the actor's endorsement of the film was shelled, this can be seen that the direct selling industry as a whole there is lack of image. Many people do not recognize the direct enterprises through tainted glasses treat direct business, think of the direct selling industry income is "black"; the existing direct selling enterprises are "sheep's clothing" pyramid retail enterprises.

In fact, since the legislation of direct selling in 2005, great achievements have been made after twelve years of development. Certainly a direct contribution to the industry director of the Ministry of Commerce Secretary Chang Xiao village market order, for direct selling enterprises to create economic and social benefits and give a high praise. Although the direct selling industry has been supported by the government, the corresponding word of mouth does not seem to be further recognized by the public. Over the past 20 years, the direct selling industry has failed to establish a satisfactory public image in china. Deputy director of the State Administration for Industry and Commerce antitrust and unfair competition law enforcement bureau Bai Jinghua, held in August 4th last year, the direct selling enterprises to protect the interests of Consumers Union (2016) said: in recent years, the rapid development of the direct selling industry, but the industry did not significantly enhance the reputation. At the same time, with the development and increase of direct selling enterprises, the cases of direct selling enterprises violating or suspected pyramid selling are increasing. The direct selling industry is unpopular, not unrelated to the existence of illegal business enterprises. According to media reports, from false advertising to suspected MLM, direct selling enterprises due to infringement of the legitimate rights and interests of consumers and sellers by rights groups occurred frequently, which has caused the community a very bad influence, thus affecting the direct selling enterprises among the public image.

Direct marketing to win public praise, first of all to obtain the public's understanding. In order to get the public's understanding, the enterprise must take practical actions to show themselves. If any industry wants benign development, it is inseparable from the social and public understanding and support, and in order to get the understanding and support of the community and the public, we must first shape their reputation". Wang Jiangping, deputy director of the General Administration of industry and commerce, said: "reputation is an industry, an enterprise is life, is the future.". Maintaining the reputation of the direct selling industry is the duty of every direct selling practitioner." Direct selling enterprises rely on the reputation of the consumer word of mouth. One of the most important ways to establish the reputation of direct selling enterprises is to adhere to the concept of "consumer first", and put the protection of consumers' rights and interests in a more prominent position. He stressed that direct sales enterprises should have a clear bottom line thinking in the operation. What is the bottom line of direct selling enterprises in China? That is, they do not involve pyramid selling, Pyramid fraud and social group incidents. The "three no" is the bottom line for direct selling enterprises, and it is also the bottom line for the supervision of industry and Commerce and market supervision departments. Companies will pay a heavy price if they touch this bottom line.

For the vast number of consumers, direct sales companies should always take the consumer first as the business philosophy, to ensure that their legitimate rights and interests are effectively protected. For example, for consumers are very concerned about the issue of product returns, direct sales enterprises should strictly abide by the regulations, the implementation of the requirements of the ordinance. Enterprises in the management of dealers should actively avoid dealers do not fly fudge marketing and other fraud and other irregularities.

Direct selling enterprises must understand the need to follow their own hard truth. Direct selling enterprises should not only strengthen the management of dealers, but also improve the self censorship mechanism and strengthen the internal examination and supervision of enterprises. Strictly follow the two regulations management regulations, firmly opposed to recruit MLM molecules into the enterprise, eliminate capital, to direct selling license cooperation under the name of affiliated leasing behavior. In particular, individual business problems, instead of actively cooperate with consumers to perform their duties, use improper means to attempt to settle but trying to shirk responsibility, not only can not solve the problem will lead to more trouble. Therefore, when there are problems in enterprises, how to convince consumers? At present, it is very important for the direct selling enterprises to cooperate with the public security departments and the industrial and commercial departments to clear up these illegal problems. These will become a "time bomb" to destroy the development of direct selling enterprises. Once the "explosion", it will cause irreparable losses to the direct selling enterprises.

In general, we believe that the direct marketing enterprises to shape a new image of the industry to do the following: first, the law must be awe. The business activities must be carried out in the scope of the provisions of the "Regulations" in two, enterprises should take the main responsibility involved in transmission and other illegal acts, not as a direct selling business involving transfer of the bottom line, to prevent illegal illegal recruitment, training, networking, unauthorized illegal meeting, exaggerated false propaganda and other illegal issues happen that has opened the business platform of the enterprise, to strengthen the management, strict control, to establish accounting, standardize enterprise behavior, to ensure that the unit is not involved in MLM, prohibit the use of the network to engage in illegal behavior of any direct selling enterprises. Two is to strengthen the management of the dealer team. To prevent the dealer appears to hype, even involving transfer of massive stockpile behavior, and enterprises to establish a screening system for dealers, does not meet the conditions can not be given authorization to operate. Three is to strengthen the protection of consumer rights and interests. All enterprises should further improve the customer service level of service, strictly implement the provisions of the "consumer protection law" return system for statistical ledger return and related documents should be regularly organize, collect, retain, establish early warning mechanism, to provide a convenient return guarantee, from consumers choose direct channel menace from the rear.