CNDSN December 16th dispatch (Tang Hanwang) in the face of direct temptation, many enterprises fall over each other, how many enterprises bogged down in a quagmire? Traditional Chinese medicine is direct, smooth or lost? Donkey hide gelatin or whether, Ganoderma lucidum, whether three seven or Gastrodia elata, traditional Chinese medicine has a broad market, especially in the cultural industry thrived on the occasion, because of its mass basis and profound cultural background, with modern science and technology and the practical effect is proved by the support, TCM will undertake the responsibility of establishing rules for health industry the game, to achieve this goal, we must break the five puzzle.

A new model of rejection: Puzzle

Direct marketing is the key to establishing the mechanism of benefit distribution, management and sales plate this, most enterprises do not have the similar experience, can only use "ism", combined with the actual situation of enterprises, management and distribution mechanism of a similar design. However, direct selling enterprises basic for the left, in spite of the types of products or packaging has to do the preliminary distinction, to direct the varieties and traditional channel varieties are separated, but because the brand association, this distinction has no real effect basically, especially the grass-roots operator direct plate, a powerful and unconstrained style, traditional plate behave, gap this team Inter will also reflected to varying degrees, rejection of the similar medicine. The two team to be rash and too much in haste look coldly from the sidelines at here, there, out of the question xingzaiyuehuo, watch, formed two camps system, decline in the overall fighting capacity.

A large medicine enterprises receive a direct selling license, work motivation and performance of direct selling division once rise quickly, which makes the terminal division is very anxious to try all means to catch up. Not a month, terminal service feedback, salespeople grab terminal, with lower stock price and the terminal to talk about cooperation, the development of customers, resulting in normal terminal sales decline, even worsening terminal customer relationship. Therefore, the two departments responsible person at the meeting bickering, headquarters a few times command failed to fundamentally solve the problem. The enterprise want to increase a secondary sales model, did not expect the new Department is in "dig corner", the results of the annual sales task not only because of the direct selling has increased, but greatly decreased.

Puzzle two: product character variation

Whether the operation of direct sales model and character of product have great relationship. The product is the carrier of the brand and the form, the brand is the product of the inner gene and DNA. Consumers have become accustomed to the products on behalf of the brand, also used its consumer sites, marketing forms of change in a certain extent will make consumers feel amazed, amazing is the new form of wait-and-see, from the curiosity to the action, there is always a process, this kind of change will bring certain impact to the market.

At present, direct selling has been out of the concept of the product itself, the so-called added value which is imposed on by the infinite enlargement, the final product has become the props, ignoring the carrier sales the most core, this brand of useless, because of direct and lead to product personality variation will only increase the negative effect. Direct mode of operation of an enterprise in Hebei is a similar problem..

Puzzle three: destroy the law of growth

Some companies believe too much direct sales force, made in the direct selling license before a huge reserve of resources, mobilize large amounts of capital, sufficient planning and integration of product, form of distribution, the forms of cooperation, to obtain a licence to an irresistible force potential action immediately, in advertising, the hardware matching, team building and building the network heavily, money operation, hope to obtain high returns with high investment most quickly, ignoring the law of growth of the product itself.

Consumers from attention to consumer needs a process, there are one hundred thousand in goods, similar products more than a dozen, dozens of background, highlighting its rapid certainly needs certain propaganda offensive, but still want to work steadily down, so that marketing can connect to the earth, to stand.

Harbin some enterprises transfer direct plate is a good example. Direct selling frenzy and specific operators short-sighted will make enterprises into a foam filled from the mire, full of hope, confidence to eat no meat, hesitate to discard sth., the key reason is the lack of overall planning of the whole, not make a development plan and risk control evaluation, cannot control the process, this is very dangerous. To do direct sales, must control the relevant with their own, can not be at the mercy of others.

Puzzle four: reliance on mercenaries

Direct marketing is the core of people, is a team, most receive direct selling license of the enterprise to take "a heart transplant," ads through the market observation and recommendation, one or two, met to discuss can establish cooperation relationship. There are too many "guerrilla" and loose organization of the market, some known as hundreds of people's direct sales team, often just to receive value for direct selling license of the enterprise, the two sides fit in easily with.

So, these mercenaries immediately change, control in some areas, justifiably put forward "protected area" concept, more and more enterprises promise. In fact, this concept has violated the most basic common sense -- direct regional points? Of course, direct selling license with the regional restrictions, but there are a few rules and manner according to the defined region of operation? Acquiescence in cross range, cross regional operation, is holding a direct selling license do. In addition, these mercenaries at the most "in, orders have not affected by" universal existence a number, each blow the phenomenon of.

An enterprise in Henan, hired a group of such "mercenaries", then talk about is to do direct sales in Wuxi. However, after nearly a half year operation, Wuxi does not have any sales, the company headquarters is located in Beijing instead of a direct focus, the two sides so many consultations fail, only to court.

Puzzle five: forget about cultural advantage

Traditional Chinese medicine has a long history and culture, every traditional Chinese medicines has a beautiful legend. In the traditional marketing channels, we carefully planned, carding and summing up these precious wealth, product promotion has been rooted in the hearts of the people, and there are a lot of fans. However, to enter the field of direct marketing, these advantages are neglected, not according to the product characteristics and main target audience refinement strategy, but dropped from the value and the "three noes" products to grab the market, the outstanding civilization as a flicker of rhetoric, has become a dispensable accessory. In direct coat of MLM clown, more is not to talk about culture, not talk about products, is about success that they didn't know the so-called responsibility, and these success and responsibility is nothing more than selfish exploitation and meet their expansion desires.

The most successful direct sales is the church, because they spread is a kind of culture, marketing culture and belief in their own. Only to have the strength and lasting cultural inheritance, only faith can strengthen people's loyalty, traditional Chinese medicine selling good culture class is a shortcut to success for real, is also the most lasting profit model.

Traditional Chinese medicine is indeed involved in direct marketing, traditional Chinese medicine product opportunities, how to jump out the homogenization and low-level predicament, must look for Chinese medicine enterprises how to play the cultural card, how to avoid confusion. We believe that Chinese medicine enterprise's marketing ability, more believe that these products. We are noble, let us go operation with the noble attitude, their most beautiful advantage show, the direct selling industry rules will be formulated by the Chinese medicine enterprises to. *

(original title: Chinese medicine selling broken five big puzzle)

Editor: Dream culvert