【直报网4月22日讯】（《直销》杂志）“冷战”造就的东欧和西欧，概念远远超出了地理书上局促划分的地域。在冷战时，它们是政治对峙的两端;冷战过后，它们又分居经济印象的高低处。借着这种惯常，中国的直销人在提及欧洲直销之时，大都选择东西分说。西欧的直销起步早，良久的时间造就了安稳规范的直销环境，但是苛严的制度让许多前来入驻的直销企业望而却步，相比之下，东欧的则更像是一片直销热土。隔着东西两端，欧洲的直销情状，恍若一场“东边日出西边雨”的戏剧。

CNDSN network April 22nd news ("direct" magazine "cold war") created by the eastern and Western Europe, far beyond the narrow concept of division of regional geography book. During the cold war, they are both political confrontation; after the cold war, they separated upper and lower economic impression. With the usual, China marketers in reference to European marketing, most choose to say something. In Western Europe sales started early, long time created a stable environment for direct sales, but the severe system makes a lot of direct selling enterprises and step back to settled in Eastern Europe, in contrast, is more like a direct land. Across the East and West ends, European sales situation, as a "drama East West sunrise rain".

西欧—直销成熟的地方

Western Europe - direct marketing mature place

2015年的新年第七天，当人们还在埋头为前一年直销行业中的事迹做各种盘点的时候，商务部的官方网站就为来年展望抛出一条重磅新闻：福维克的直销牌照获得了公布，这家早早进入中国的直销企业，经过二十多年的积淀，终于要在东方的土地上迈出直销的快步。在此之前，虽然贵为世界第四大直销企业，福维克在中国的业绩却不像安利、如新那样强势，欧美市场主导着福维克业绩曲线的跳动。

The seventh day of the new year of 2015, when people still immersed in making various inventory for the year before in the direct selling industry events, the Ministry of Commerce official website for the outlook for the coming year to throw a heavy news: direct selling license Vorwerk was announced, the early entry into China direct sales business, after more than 20 years of accumulation finally, in the east of the land quickly to take direct sales. Prior to this, although expensive for the direct selling enterprises in fourth in the world, Vorwerk China performance was not as strong Amway, such as the market leader in Europe and America, beating Vorwerk performance curve.

成立于1883年的福维克如今拥有一百三十多年的历史，它是德国直销的代名词，而德国，也正像是欧洲直销行业落在镜子里的缩影：专业规范、成熟缜密。

Founded in 1883, Vorwerk now has one hundred and thirty years of history, it is synonymous with direct, Germany and Germany, as is the epitome of the direct selling industry in Europe fell in the mirror: professional norms, mature meticulous.

“蓝色的欧罗巴文明，孕育出海洋法(即普通法)与大陆法这两颗镶嵌在欧洲版图上的璀璨明珠。”早在公元前，罗马人就成功地尝试过用法律来确保被征服之地的忠诚，而后的资产阶级革命也以一系列的法律宣言作为维护，欧洲人被视为是最擅长于健全法制的。欧洲的法制传统也是自古为人称道。

"Blue ocean Europa civilization, inoculation method (that is, the common law and civil law) bright pearl inlaid in the two European territory." In early BC, the Romans successfully tried to use the law to ensure the conquest of loyalty, and the bourgeois revolution as a legal declaration of a series of maintenance, the Europeans are regarded as the best of Yu Jianquan method. Legal tradition in Europe is known since ancient times.

健全的法制也使得西欧的直销行业不必像亚洲国家那样，辟出专门的直销法律来管理直销，他们的直销法条文通常是被包含在其它法律中，例如：法国、奥地利在《消费者权益保护法》中设立直销法条文;英国、比利时在《公平贸易法》中设立直销法条文;德国的直销法条文则隐藏在《竞争法》里面。

A sound legal system also makes western Europe's direct selling industry as Asian countries that do not have direct, create laws to manage direct marketing, direct selling law they are usually included in other laws, such as: France, Austria in the "consumer protection law" in the establishment of direct marketing law; the establishment of direct, Belgium the law of the "fair trade law" in the provisions of Germany; the direct method is hidden in the "competition law".

西欧直销法的主要焦点承袭“西方世界”惯常的特点，主要集中于两个问题，一是冷静法规，二是反金字塔法规。所谓的冷静法规是指消费者自购物之日起一段时间可以自由退货，而不受任何补偿罚款。西欧国家的冷静期多为一周，比美国的期限长，但远少于亚太国家。

The main focus of Western Europe from the direct method "the usual features of the western world", mainly focuses on two issues, one is calm and regulations, two anti Pyramid regulations. Calm and regulations refers to the so-called consumers from the purchase date for a period of time can be free to return, without any compensation penalty. A cooling off period of Western European countries for more than a week, American long duration, but far less than the Asia Pacific countries.

健全的法制造就了西欧直销行业的规范，为这里的直销企业提供了安稳的大环境。1968年，欧洲成立了直销协会联盟，作为欧洲直销的规范者，它塑就了欧洲直销的行业面貌，将欧洲的直销行业置于一片有利于经营与发展的法律环境;同时，商德公约自觉性的监管也是它专注从事的一面。

The sound law made in Western Europe in the direct selling industry norms, provide a safe environment for the direct selling enterprises. In 1968, Europe established direct selling associations, as the direct specification, it is the direct selling industry plastic European appearance, the direct selling industry in a legal environment conducive to the operation and development; at the same time, a German convention consciously supervision is also engaged in its focus.

也就是在这样的环境中，半个多世纪以来，福维克从恩格斯的故乡——乌波塔尔市走向世界，用它优质的家用电器，昭示着德国人血脉之中的严谨、稳重;来自瑞典这个融纯净自然与优质生活为一体的美丽国度的欧瑞莲，也将这份童话般单纯隽永、宁静悠远的生活美学，托付于自己的化妆品，带往世界各地。到了最近的2013年，欧洲直销的销售总额达到260亿美元，排名靠前的国家分别是德国、法国、意大利和英国。

It is in this environment, more than half a century, Vorwerk from Engels's hometown -- houpeau tal city to the world, with its high quality appliances, that the Germans rigorous, stable blood; from Sweden the melting the pure nature and quality of life as one of the beautiful country of Ou Ruilian, will also be the fairy tale a simple and meaningful, and serene life aesthetics, with their own cosmetics, brought to the world. By last 2013, the European sales total sales reached $26000000000, ranking countries are Germany, France, Italy and the United kingdom.

直销培训的课堂上常有这样的教育：跟着成功者的脚步，你也能到达成功的地方。对于西欧的直销行业，人们叹服它的直销形象，关注它对直销环境塑造方式。不过，就像世间总有些世情风景，注定只能远观而非亲临，西欧的直销行业，可以是别家同行学习借鉴的优先选择，但却不是直销企业开发海外市场的最佳选择，因为在这里，既有成熟的直销环境，同时也有全世界汇率最高的国家，可观的消费也伴随着高昂的投入，回报往往跟不上投入的比例。面对这样的实际，相信任何一家想要在西欧分得一杯羹的直销企业，都需一番思量。

Direct selling training classes often have such education: follow the footsteps of the successful, you can reach the success of the place. The direct selling industry in Western Europe, people gasp in admiration of its direct image, it shapes the way of marketing environment. However, as the world some world scenery, can only far view and not in Western Europe, the direct selling industry, it is the preferred choice not to peer learning, but the best choice is not the direct selling enterprises to develop overseas market, because here, both the direct environment ripe, but also with countries around the world exchange rate the highest good, consumption is also accompanied by high investment returns, often with no investment proportion. In the face of such a situation, to believe that any direct selling companies want a share in Western Europe, are required a lot of thought.

Another heaven - direct sales in Eastern Europe

1998年，天狮将俄罗斯辟为海外发展的基地，而后不久，乌克兰的首都基辅也被标记在天狮的世界版图中;十多年后，沿着天狮的步伐，隆力奇也将自己的海外市场延伸到东欧平原，2011年在莫斯科，2013年在基辅，两个地区写入的时间都是金秋九月;而在那时，莫斯科城的另一端，还有来自中国的另一家直销企业富迪。

In 1998, the Russian into the overseas development of the base, and soon, the capital of Ukraine Kiev is marked on the map of the world in Tiens Tiens; after more than ten years, along with the pace of its own overseas markets will also be extended to the plains of Eastern Europe, 2011 in Moss, 2013 in Kiev, in two regions time is in September; at the time, the other end of the city of Moscow, as well as from a second Chinese direct selling companies fudi.

这也应了中国直销行业广为流传的一种说法：“要想‘攻占’东南亚，越南是最好的练兵场;而要想进军欧洲市场，首选的练兵地是乌克兰，主战场为俄罗斯。”比起水草肥茂却又矗立着汇率高墙的西欧，中国的直销企业似乎更加乐意将东欧作为欧洲市场的落脚点。东欧的天时、地利与人和被全球的直销行业视为一个热门金矿。

It should also be a way of Chinese direct selling industry widely circulated: "want to" capture "in Southeast Asia, Vietnam is a training ground for the best; and to enter the European market, the preferred training is the main battlefield of Ukraine, russia." Compared with the water fertilizer Mao but stands the exchange rate the walls of the Western Europe, China's direct selling companies seem to be more willing to Eastern Europe as the European market foothold. Eastern time, geography and people by the global direct selling industry as a popular gold deposit.

说起东欧的直销历史，起步是与中国直销相同的节点，华约体制下的社会主义计划经济没有直销生存的土壤，直到1991年，一场巨变重洗了这里的格局牌面，私有化及创业精神成为东欧新经济大潮中的时髦语言，这里的直销坚冰才开始融解，成千上万的本地人竭力挖掘直销行业的潜力，另一方面，这个极具潜力的直销市场也吸引着世界各地的直销投资者前来。

Speaking of direct sales history in Eastern Europe, is starting with Chinese selling the same node, the system of the socialist planned economy did not direct the survival of the soil, until 1991, a change to wash the pattern card, privatization and entrepreneurship has become a fashionable language eastern new economic tide, the only direct ice to begin to dissolve, tens of thousands of local people to dig the potential of the direct selling industry, on the other hand, the potential market is attracting the world's direct investors.

1998年入主莫斯科的天狮，一直以来都将俄罗斯作为自己的主场;安利进入俄罗斯的当年，就达到了上亿的业绩;富迪在这里的试开业活动就有上万人前来捧场，新兴市场的如此壮举，足可以让中国任何一家直销企业跃跃欲试。其实不只是中国，发达国家的直销巨头很早就开始涌入这块直销宝地，以罗马尼亚为例，这个国家的直销协会在2007年公布的数字显示已有71家直销公司在运行，其中34家是罗马尼亚直销协会的正式会员，而在两年前，它给出的直销方式销售的消费品总值达到1.77亿欧元。

In 1998, in the Moscow Tiens, has always been to Russia as their home court; Amway into Russia's year, reached on billion performance; Fudi here try opening activities there are tens of thousands of people come to join, emerging market such a feat, enough to make any one China itch for a try of direct selling enterprises. In fact, not only in developed countries China, direct marketing giants began very early into the direct treasure, taking Romania as an example, the direct selling association in the country that has 71 Direct Selling Company in operation in the figures released in 2007, of which 34 is a member of Romania direct marketing association, and two years ago, it is direct sales the consumer goods amounted to 177000000 euros.

人言成事者，天时地利与人和。东欧的直销沃土，便是成于客观地域和主观条件方面的优势。冷战的结束打破了阻隔在东西欧之间的壁垒，欧盟东扩直接促进了东欧直销行业的发展，欧洲一体化的背景下，各成员国之间的关税壁垒从根本上消除，税率的降低吸引着大量的外资企业前来办厂投资，其中就包括直销企业。此外，西欧成熟的直销环境对于东欧直销的起步和腾飞也带来了积极的影响。

Tell you, this day and the right place. Eastern Europe is the fertile soil to direct, objective and subjective conditions, regional advantages. The end of the cold war to break the barrier between the barriers in Western and Eastern Europe, the EU's eastward expansion directly promoted the development of the direct selling industry in Eastern Europe, the European integration in the context of the elimination of tariff barriers between each member country fundamentally, reduction of tax rate to attract a large number of foreign enterprises to do the factory investment, including direct selling enterprises. In addition, the start and development of western mature marketing environment for Eastern Europe direct also had a positive impact.

众所周知，长期冷战的政治环境给东欧经济造成一个鲜明特点，即轻重工业比例严重失调。人们可以从俄罗斯买到先进的飞机导弹，但却鲜有听说日常所用的毛巾牙刷是从那里进口的。东欧国家这种轻工业不振，民生物资匮乏以及健康条件不佳的社会基础，正为主要经营日化和保健用品的直销企业提供了广阔的市场空间。于此同时，长期压抑在计划经济中所导致的贫穷，也使得致富和创业精神一时间成为东欧国家的人民动力，而直销的进入及时满足了大众的需求，这也就无怪乎在东欧国家，人们会对直销行业产生如此大的热情，就以天狮为例，不仅全职直销的现象广泛存在，它在西欧国家的大部分经销商也都是来自东欧的移民。

As everyone knows, the long cold war political environment caused by a distinctive feature to Eastern Europe, is a serious imbalance in the proportion of heavy industry. People can buy advanced aircraft missiles from Russia, but few have heard of towel toothbrush in daily use are imported from there. The countries of Eastern Europe the light industry slump, people's livelihood and social foundation of the healthy condition of scarcity of the poor, to provide a broad market space is mainly engaged in cosmetics and health products marketing company. At the same time, long-term depression resulted in the planned economy in the poor, the rich and enterprising spirit for a time became the people's power in Eastern Europe, and the direct entry in a timely manner to meet the needs of the public, it is no wonder that in the Eastern European countries, people will be on the direct selling industry produce so much enthusiasm, for the case, not only full-time marketing phenomenon widely exists in most of the countries of Western Europe, the dealers are also immigrants from Eastern europe.

此外，比起西欧直销进入的高墙壁垒，东欧国家的准入条件要宽松许多，尽管各国之间的国情和法律不尽相同，但都为直销企业进入本国市场亮起了绿灯，这里没有复杂的注册程序、高昂的保障金以及冗长的审批周期，复杂的产品报检程序最多一个月的时间就可以完成。尤其是在加入欧盟之后，为了保证各成员国之间的便利交流，东欧国家更是简化了许多不必要的程序，这也更加刺激着世界各地的直销企业前来投资。▲

In addition, compared with the western direct into the wall barrier, Eastern European countries access to loose a lot, although the situation and law between countries are not the same, but as a green light to direct selling enterprises to enter the domestic market, there is no complicated procedure, high security and lengthy approval cycle, complex product inspection the program for up to a month can be completed on time. Particularly in the accession to the European Union, in order to ensure the convenience of communication between member countries, Eastern European countries is simplified a lot of unnecessary procedures, it is also more stimulus around the world of direct selling enterprises to invest in. "