【直报网12月24日讯】（爱直销）面对直销这块大蛋糕，不仅直销企业想分得一份，传统企业也想分一杯羹。面对目前中国直销市场竞争不充分，行业标准缺乏，监督缺位，各路资本仍未大规模进入的实况。很多传统企业也将现在视为进入直销的最佳时机。那么传统企业在销售方式上，到底是否应该增添直销板块？面对直销这个金饭碗，传统企业又是否能够端稳金饭碗？

CNDSN December 24th news [] (direct direct love) in the face of this big cake, not only direct selling enterprises want a share of the traditional enterprise, want to divide a cup of a thick soup. In the face of the current Chinese direct selling market is not fully competitive, the lack of industry standards, lack of supervision of all capital large-scale enter, still live. Many traditional enterprises will now be considered the best time to direct entry. So the traditional enterprise in sales, whether to add direct plate? In the face of the direct selling this golden rice, the traditional enterprise also is able to hold the golden rice bowl?

传统巨头跃跃欲试

Traditional big itch for a try

不可否认，直销行业巨大的市场空间，令诸多传统企业巨头跃跃欲试，尤其是医药企业。由于这类企业多具有生产保健品的科研实力，且具有产业升级和扩充渠道的诉求。近几年愈加明显的趋势也表明，直销已经成为越来越多的传统企业挽救并做大保健食品、化妆品等领域的最佳选择。

Undeniable, the direct selling industry huge market space, so many traditional enterprise giant itch for a try, especially in pharmaceutical enterprises. Because this kind of enterprise with more health care production scientific research strength, and has the industrial upgrading and expanding the channel of appeal. In recent years, more and more obvious trend also shows, direct selling has become the best choice for more and more traditional companies save and field of health food, cosmetics and other big.

2014年10月22日，东阿阿胶有限公司发布直销声明，有望成为涉足直销业务的又一家上市公司。但与此同时，也有像哈药集团这样的上市药企深耕直销3年亏损2.8亿，而无奈叫停直销业务的案例。

In October 22, 2014, Dong'e E-Jiao Co., Ltd. issued a direct statement, is expected to become a listing Corporation involved in the direct selling business. But at the same time, there are also such as Hayao Group listed pharmaceutical companies deep direct loss of 3 years 280000000, and helpless stopped direct marketing business case.

“有几种原因，一种是确实认为直销是一个很好的模式，毕竟有一些企业因为这种模式取得成功，所以想去尝试；第二种是把直销作为一个‘备胎’，先申报牌照，有合适的机会就做；还有一种是被别人忽悠，认识一些做直销的人，冲动地去做。”知名直销理论专家王义教授表示，传统企业在选择直销板块时，要清楚地找到自己的需求点。如果仅仅只是想端着直销“金饭碗”就能“高枕无忧”，则会面临着很多难以预料的风险。

"There are several reasons, one is really think that direct selling is a good model, after all, there are some enterprises because this model of success, so want to try; second is the direct marketing as a 'spare', the first declaration license plate, there is a suitable opportunity to do; there is a few of the others do direct sales, meet some people, the impulse to do." The well-known direct selling theory expert Professor Wang Yi said, traditional enterprises in the selection of direct plate, clearly needs to find its own point. If you just want to end a direct "golden rice bowl" can "sleep without any anxiety", will be facing the risk of many There's no telling.

直销金饭碗需呵护

Direct selling gold jobs need to care

2014年1月7日，康美药业股份有限公司获得直销经营许可，尽管经销商反应十分火热，迫不及待就想开展直销业务。康美药业却在获牌之后选择了“冷处理”，并没有很快投入到直销运作之中。时隔三个月，康美药业启动大会开启。记者也参加康美药业的几场招商会，在和康美企业相关人士的交谈之中，也能感受其谨慎之心态和作风。

In January 7, 2014, Kangmei pharmaceutical Limited by Share Ltd to obtain direct selling license, although dealers reacted very fiery, unable to hold oneself back to carry out direct sales business. Kangmei pharmaceutical industry is in after the licensing chose "cold treatment", and not very quickly into the direct selling operation. After three months, Kangmei pharmaceutical industry to start the general assembly opened. The reporter also participate in Kangmei pharmaceutical several merchants will, in and rixima enterprises relevant personage of conversation, can feel its cautious attitude and style of work.

在记者采访之中，康美副董许冬瑾表示，“实际上直销板块运营对于我们来讲也是一个挑战。作为上市公司，但凡是听到任何关于市场上的负面消息都会让我们异常紧张，但我相信，康美能够从自身方面去规避风险，即便无法完全避免，拥有十多年上市企业经验的康美也一定能够尽最大的努力去处理好这些情况。”

In an interview with reporters, Xu Dongjin Kang beauty vice Dong said, "in fact the direct plate operation is a challenge for us. As a listing Corporation, but those who hear about the market's negative news will make us nervous, but I believe, Kang beauty can go to evade the risk from their own side, even can not be avoided completely, has more than 10 years of experience of listed enterprise Kangmei must also be able to make the greatest efforts to deal with this situation."

她补充说道，康美药业以上市企业名义申请直销牌照，就已经存在着一定的风险，并且实际上，直销企业在实际经营中还是会面临非常大的政策风险。

She added, nominal Kangmei pharmaceutical industry listed enterprises to apply for direct selling licenses, already there is a certain degree of risk, and in fact, direct selling enterprises will be faced with a very big policy risk in actual operation or.

因此，对于已经进军直销的企业来说，必须务实地去看待这些可能存在的问题。在经营模式上，要继续发扬创新思维，力争通过自己的规范经营来避免一些问题的发生；在产品质量上，企业要更加注重产品的实用性和有效性，发挥出之前从事传统行业的一些优势和保障；在团队建设上，企业和管理者要做到及时沟通，让经销商能够理解公司的做法并服从公司的管理，共同营造一个良好的经营环境。

Therefore, to have to enter the direct selling enterprises, must be practical to look at these possible problems. In the business model, to continue to develop innovative thinking, and strive to avoid some of the problems occurred through standard operating their own; in the quality of products, enterprises should pay more attention to the practicality and effectiveness of the product, some advantages and security play before engaged in traditional industries; in team building, enterprises and managers to do timely communication, let the dealer can understand the company's practices and obey the management of the company, to create a good business environment.

So, now under the direct sales model to the status quo in rush forward, not in one of the traditional enterprises in the choice of whether to add direct marketing business? Therefore, the enterprise should combine their own conditions, refer to the following analysis:

一、条件是否符合

A, whether the conditions

传统企业增添直销板块，首先应关注国家对直销的政策规定以及政策导向。王义教授认为传统企业在转变时应防范政策性风险，例如，《直销产品范围公告》明确了现阶段开展直销的产品只能包括五个大类：化妆品、保健食品、保洁用品、保健器材以及小型厨具。以上仅是准入条件之一，类似的还有包括需有8000万的注册资金，200万元的保证金等。

The traditional enterprise add direct plate, first of all should be concerned about the state of the direct selling regulations policies and policy orientation. Professor Wang Yi thinks that the traditional enterprise should guard against policy risk, such as in transition, "notice" clearly the scope of direct selling products at this stage to carry out direct selling products only includes five categories: cosmetics, health food, health care equipment, cleaning supplies, small kitchen appliances. The above is only one of the access conditions, there are similar including 80000000 of the registered capital, 2000000 yuan deposit.

“有些传统企业，即使符合直销企业的条件，也应该慎重。究其本质，不论是直销还是传统的销售都是销售方式。销售方式和其他要素完美结合起来才能发挥其效用。”王义教授表明，很多传统企业在其长期的经营过程中形成了自己行之有效的管理方法，良好的企业文化，合理的员工结构，固定的受众群体，如果转变了直销，很可能打破之前的优势积累，而从头按照直销的理念塑造企业，其风险性大，而且完全没有转型的必要。即使想要试水直销，很多企业也可以选择企业中的某一个产品先行探路，积累经验。

"Some of the traditional enterprises, even in conformity with the direct selling business conditions, should also be careful. By its very nature, whether direct or traditional sales are sales. Sales and other elements of the perfect combination to play its effectiveness." Professor Wang Yi indicated that, many traditional enterprises form their own effective management methods in the long-term course of business, good corporate culture, staff structure reasonable, fixed group of audience, if the transformation of direct sales, are likely to accumulate before the break of advantage, and from the head according to the idea of direct selling mold enterprise, its risk is big, and completely without the necessary transformation. Even if you want to test the water direct selling enterprises, many enterprises can also choose one of the products first Pathfinder, accumulate experience.

二、准备是否充分

Two, preparation is sufficient

兵书有云：兵车未动，粮草先行。基于直销企业和传统企业的差别，有必要在进入直销行业之前对其进行充分的市场调查与分析论证，同时根据调查与分析的结果做好充分细致的准备。

The book has the cloud: the carriers have not moved, the forage. Direct selling enterprises and traditional enterprises based on the difference, it is necessary to carry out market research and analysis of the sufficient argumentation before entering the direct selling industry, at the same time, according to the investigation and analysis results fully detailed preparation.

准备工作大致包括以下几个方面：第一，要有熟悉直销模式、了解直销规律的人才和经过培训的直销员工。传统企业的员工，从管理人员到其他各种类型的员工一般对直销知之甚少。此时，熟悉直销，了解直销规律的管理团队显得尤为重要，不论是传统的销售方式还是直销，其操作者都是人，因此具备了相关知识与经验的直销人员非常关键。另外，根据相关法规以及直销的销售特点，经过了专业培训的直销员工亦是必不可少的。第二，电子商务的运用。随着电商的发展，单单只进行线下的销售已经远远不能跟上时代的发展，直销还要主动运用电商，并与线下的销售活动结合，更好扩大产品的销售与品牌的影响力。

Preparation work includes roughly the following several aspects: first, there must be familiar with the direct sales model, understand the direct rule of talent and trained sales staff. The traditional enterprise employees, from management to all other types of general staff of the direct selling poorly understood. At this time, familiar with direct marketing, direct selling law about the management team is particularly important, whether it is traditional marketing or direct selling, the operator is a person, so have the relevant knowledge and experience in direct sales staff is the key. In addition, according to the relevant regulations and direct sales features, through professional training of sales staff is also essential. Second, the use of electronic commerce. With the business development, only offline sales has not kept pace with the times, but also take the initiative to use direct marketing business, and offline sales activities combined, better influence expanding sales and brand of products.

三、产品是否优良

Three, the product is good

不论何种销售方式，优良的产品才是公众认可的关键，才是企业的核心竞争力。对于从传统企业转入直销行业的企业的而言，产品的定位及其品质的优劣，有着至关重要的作用。

No matter what the sales methods, excellent product is the key of public recognition, is the core competitiveness of enterprises. For from the traditional enterprises into the direct selling industry enterprises, positioning and product quality advantages and disadvantages, have a vital role.

王义教授认为，直销产品最好应具有以下几个特点：1.新产品。直销产品应该为附加值、科技含量高的产品，因此传统企业在考虑增添直销板块时，往往要重新开辟新的或者是传统行业生产但并未投入销售的产品，作为直销产品来销售；2.具有较强的可重复消费性。一次性消费的产品因一次性消费的特点，并不适合直销的模式。相对而言，重复性消费较强的产品，更适合直销的方式。

Professor Wang Yi thinks that the direct selling the best products, should have the following characteristics: 1 new products. Direct product should be added value, high technology content of the products, so the traditional enterprise considering add direct plate, often have to re open up new or traditional industry production but not into the sales of the product, as the direct product sales; the 2 has stronger repeatable consumer. Disposable consumer products due to the characteristics of one-time consumption, is not suitable for direct sales model. Relatively speaking, repeated consumption strong product, more suitable for direct way.

将产品的以上特点和直销方式很好的结合在一起，无疑会大大促进直销企业的发展。而也只有以优良产品为依托的直销才具有其内在的生命力。

The above characteristics of products and direct way good together, undoubtedly will greatly promote the development of direct selling enterprises. And only with excellent products based on direct selling has its intrinsic vitality.

四、管理是否科学

Four, whether the scientific management

直销跟传统行业在人员管理上有很大的差异，企业在直销业务管理上应该有所取舍。每个企业都有它的风格，而唯有与企业风格相吻合的经销商才能跟着一起走，理念的认同感在此就尤为关键。因此，公司要多向经销商团队明确理念与方向，让更多相互认同的人进来，而对于不认同或者说理念不相同的团队和经销商，宁可割舍掉。

There are great differences in personnel management direct with the traditional industries, enterprises should have a choice in the direct selling business management. Each enterprise has its style, but is consistent with the style of enterprise dealers to follow to go, the idea of identity in this is the key. Therefore, the company should be multi-directional dealer team clear ideas and direction, so that more people in mutually agreed, but for non identity or concept is not the same team and distributor, would rather give out.

此外，要做到更科学的管理，王义教授表示，“对于不同的地区不同性格的经销商需采取灵活的管理方法。应注重以目标的设立，企业文化的塑造等软性手段，或者成立委托管理委员会，让经销商自己管理自己。而最为基本的直销人员的管理，则需要靠各个经销商进行约束。”

In addition, to achieve a more scientific management, Professor Wang Yi said, "for the different regions of different character of the dealer should take flexible management methods. Should pay attention to the objectives of the establishment of enterprise culture, shaping and other soft means, or entrust the management committee was established, allowing dealers to manage their own. And the most basic and direct staff management, requires each dealer constraints."

The last point is the limit of direct marketing and pyramid schemes control. It is also the most important point. Because since the reform development, the direct production and development in China are very young, and the lack of operational mechanism and mode of operation of mature, coupled with the confusion on the market management and the public for direct cognition degree is not enough, so they need to control the direct limit and pyramid selling, avoid crisis of confidence in government and the masses of the trust crisis of unnecessary give oneself.

目前，虽然总体上直销行业的发展突飞猛进，且仍然有非常大的资本进入空间。王义指出，传统企业在面对诱惑之时，首先还是应保持冷静，不要盲目跟风。必须认识到，传统企业具有自身的优势，不应该丢弃传统企业的品牌优势，产品的优势，文化的优势，销售市场的优势，而盲目转到直销。同时，也应该反观传统企业在直销方面的劣势，如，不了解直销规律，缺乏相应人才，难以应对政策性风险和经营性风险。只有在做到了了解相关法律法规，认真进行市场调查，比较传统企业与直销企业的区别，熟悉并掌握了直销企业的运作机制，为增添直销板块做好了充分准备的前提下，才考虑进入直销行业。▲

At present, although the overall development of the direct selling industry make a spurt of progress, there is still a very large capital into space. Wang Yi points out, the traditional enterprise in the face of temptation, first of all, or should remain calm, do not blindly follow the trend. We must recognize that, traditional enterprises have their own advantages, should not discard the traditional enterprise brand, product advantages, cultural advantages, sales market advantage, and blind to the direct selling. At the same time, should also be in traditional enterprises in direct marketing disadvantages, such as, do not understand the direct sales law, lack of appropriate personnel, to deal with the policy risk and management risk. Understanding of relevant laws and regulations, only in do, careful market research, comparison between traditional enterprises and direct selling enterprises, to be familiar with and master the operation mechanism of direct selling enterprises, to add direct plate made full preparation under the premise, can consider to enter the direct sales industry. *

（原标题：直销金饭碗 传统企业能否端稳）

(original title: direct Jin Fanwan tradition enterprise whether steadied)

责任编辑：梦涵

Editor: Dream culvert