[Direct Report Network Beijing November 30th] (Legal Daily) With the improvement of the direct sales supervision mechanism, the direct marketing market development environment will be further purified, which will certainly create a good market environment for direct sales development. Under the new direct selling supervision environment, direct selling companies should actively carry out compliance work and promote the healthy development of the direct selling industry.

 

The legal red line cannot be touched

 

Only when operating under the constraints of existing policies and regulations, the development of the direct selling industry will become more standardized and better. Direct selling enterprises should strengthen the education of laws and regulations for dealers and direct sales personnel, and profoundly study and understand the "Opinions on Further Strengthening the Fight against MLM Work", "Opinions on Further Strengthening the Supervision and Administration of Direct Sales" and "On the investigation and handling of direct sales and equity incentives, The notice of special actions for the implementation of pyramid schemes in the form of funds, investment dividends, etc., the spirit of the three documents, increase internal rectification, and increase the standardized management of dealers and direct sellers; firm corporate strength, not to chase short-term interests Walking on the edge of laws and regulations; it is necessary to establish a scientific early warning system to conduct overall process control over the behavior of dealers and direct sellers; it is necessary to regularly combine the policy requirements with the company's business operations to understand the problems and timely rectification.

 

Direct selling companies must return to the source of direct sales

 

The source of direct sales is to share good products with friends. If the direct selling recommendation reward program leaves the high-quality products and services, it is easy to undermine the original family, friendship and social relations of the direct sales personnel. The quality products and services are the premise of recommendation sharing. Judging from the recent developments in recent years, the direct selling industry does have some impetuous phenomena. The direct selling industry usually operates in the form of a Merchants Association. The target is not the final consumer but the dealer; some companies are not the service and products. However, how to obtain huge profits, the prices of many direct selling companies are artificially high. These behaviors have seriously left the source of direct sales. In the era of mobile Internet, information is becoming more transparent, and consumers can make more informed decisions by capturing unprecedented amounts of information. If you leave the product to "sell" the opportunity to create wealth, it will jeopardize the foundation of direct sales. Some “sales” opportunities to create a wealthy direct sales team found that the team is getting worse and worse, the team is more and more unstable, because it lacks the correct direct selling concept, the values ​​are distorted, and the team members are easily tempted by various funds. The direct sales team of the products is based on the recognition of the products, the team is often very stable, and the performance can continue to grow.

 

Innovate to build the core competitiveness of enterprises

 

Throughout the development status of China's direct selling industry in recent years, product homogeneity is serious. As a direct selling company, its core competitiveness is inseparable from unique products and services. On the basis of establishing a correct direct selling concept, direct selling companies should increase investment in product research and development, strengthen product innovation, and form product technology competitive advantages; increase investment in physical enterprises, establish their own production bases, planting bases, industrial parks, etc. Create a large-scale production advantage, and then form a competitive advantage in product cost; providing personalized service is another core competitive advantage of the direct selling industry to meet the Internet challenge. Observing the direct sales companies that have been able to continue to develop in recent years, there is no unique competitive advantage in customer service. Another core construction of direct selling companies is education. While doing a good job in products and services, we must further enhance the value and mission of building enterprises and take the initiative to assume corporate social responsibility. At the same time, in the era of mobile Internet, the direct selling industry must also keep pace with the times. As the originator of social commerce, direct sales should make full use of social media tools, such as WeChat and live broadcast, to marry them into direct sales operations. It is necessary to fully study new marketing models such as micro-business and social e-commerce, graft their advantages, and reorganize genes to create a new direct selling model with Chinese characteristics.

 

Dong Yiren (Author is the director of China Direct Research Center of Nanjing University)