CNDSN December 16th news (direct network reported research group) is an important policy, not only to see if there is no public opinion, must through the investigation data to see strong supporting force is not strong. The introduction of the new policy supporting force data limited, in the implementation process will encounter a lot of trouble. A multi-level direct sales to open questions, although the industry has the public opinion basis, but must also see there is no data enough supporting force.

Several sets of data below shows, data supporting force the government to open up the multi-level direct selling the new policy is limited, need special care:

A, 15%: 70%, the real employment in low proportion of direct sales personnel.

The direct marketing practitioners is a difficult to statistics,but from the direct marketing business and they used the reward system (called the bonus system) of the situation analysis, the purchase of products in the direct selling enterprises and the development of several personnel declaration has direct sales personnel, is estimated to have about 25000000. Such a huge crowd, really belongs to a very small proportion of the employment of personnel. According to our investigation, in the direct selling enterprises will direct selling as the only employment opportunities, mainly income from sales of products direct sales personnel, accounting for about 15%, about 3700000 people above. In 2010, the development research center of Peking University China direct selling industry issued in the "direct marketing development and employment" forums "China direct selling industry employment Research Report" , to provide direct marketing practitioners of the figure is more than 3000000 people, and we survey data results basically accord. This set of figures show, a large number of direct sales personnel engaged in the work is not the true sense of the employment. Specifically, this more than 70% direct sales personnel, because there is no fixed direct income (some only 1000 yuan per month or so, and some are even less), tend to flow in each subject of direct marketing (direct selling enterprises, there is no) through direct employment, so it is not the true sense of the direct employment.

The real employment direct sales personnel proportion in the low status, told us such a basic fact: a large number of direct sales personnel and not to engage in direct sales as employment opportunities, and regard it as a shortcut to get rich quick. In such a case, if open multilevel marketing will take and not really to suspected MLM edge direct employment personnel. In our investigation, which accounted for more than 70% of the direct sales personnel, more than 65% personnel family was not rich, and some even very poor, "bad ideas overnight" there is a market in them. Once the full liberalization of multi-level direct selling, these personnel will be in the direct selling license "amulet", desperately trying to pull the head ring market, thus embarked on the suspected pyramid of no return. Therefore, the government should open multilevel marketing, must consider the real employment of direct sales in the proportion in the low status.

Two, 15%: 85%,the terminal consumer direct product sales accounted for more than low.

Direct selling is essentially "pin", direct marketing products should have a large number of terminal consumers. However, the reality is that more than 85% direct sales of products produced by enterprises is composed of direct sales personnel themselves "consumption", the terminal consumers accounted for only 15% of the following. This group of figures, we get the ratio of the total amount purchased from direct enterprise sales performance and direct sales personnel in the. We through the long-term observation, the terminal consumer direct selling products accounted for the relatively larger enterprises only Amway (China) a few foreign direct selling enterprises, and less terminal consumers more than 90% of the direct selling enterprises poor. The so-called direct market "prosperit is a false certain.

In accordance with the "direct selling regulations" on the definition of direct marketing, direct sales staff to join the business direct marketing is no threshold, main task is to do a good job in their sales and service. However, the majority of direct selling enterprises to direct the staff to join the direct set a threshold, the provisions of any direct sales personnel to join, must purchase the enterprise selling products, at the same time all have different levels of the standard purchase products. The survey found that some direct selling enterprises to adopt the so-called "incentives", inducing direct marketers buy tens of thousands or even thousands of single direct product, what is more, a handful of direct selling enterprises require salespeople to buy about 3000000 yuan a single direct product, so they formed a direct sales personnel generally under the single" situation. This is the result of a direct product of 85% is really caused by the direct sales personnel themselves "consumption".

The terminal consumer direct product sales accounted for the ratio is low, this is a relationship and pull the head of MLM thinking. Those who engage in "big" direct selling enterprises, direct remuneration mainly from single referral commissions and team. In fact, such an order is difficult to recover the cost of investment, has been in a few direct selling enterprises produced returns and can assemble "protest" social instability phenomenon, by CCTV and other central level media exposed to the light. In this case, if the full liberalization of multi-level direct selling, because the team paid "legal" and encourage bad phenomenon to buy "large" spread, seriously damage the legitimate rights and interests of direct sales staff, is not conducive to the healthy development of the direct selling industry. We suggest that the government introduced the new deal in the multi-level direct selling, direct selling products to the terminal consumers accounted for the low situation into consideration, the strict regulations do not allow direct sales staff to join the threshold setting, in particular to a total ban on direct sales enterprises to engage in "big", strive for in one to two years to the end consumer proportion increased to more than 40%.

Three, 8%: 92%, no violations involving transfer the low proportion of direct selling enterprises.

In the long-term observation, we found that the vast majority of direct selling enterprises because of illegal operation or suspected MLM is industrial and commercial bureaus, some even by the public security organs to investigate. From our survey, in violation of "direct selling regulations" and was fined 500000 yuan of direct selling enterprises up to 92%, only 8% of the direct selling enterprises at 500000 yuan fine. The 8% direct selling enterprises, mainly the two or three years was approved as a new enterprise has the direct selling license qualification.

The proportion of illegal business and suspected pyramid so high, this is not in the western developed countries and other Asian countries. This situation, at least the following three questions:

First, "direct selling regulations" provisions only allows single level direct selling has been direct selling enterprises in violation of "collective". At present, the implementation of direct selling enterprises basically all is the multi-level direct selling, "the contradiction between the collective multi level" and the "Regulations of single level", national direct selling supervision authority is actually clear. Although the province above direct regulatory authority has in fact "quasi open", but some city, county of direct selling supervision organs once the report, will be severely punished for direct selling enterprises.

Second, the society of MLM direct selling enterprises of great destructive power of. All were investigated and dealt with direct selling enterprises, most of the questions in the direct sales team or a few direct sales personnel on the body, and these direct sales team and direct sales personnel in the marketing process of one-sided pursuit of money, often use the thinking and methods to carry out direct marketing pyramid. Some direct selling enterprises dealers so convicted, got out of jail.

Third, a minority of direct selling companies keen to MLM way running. Some direct selling enterprises, these a few years under the banner of reform, changing tactics, to attract direct sales personnel under the "single", ring end money change again new tactics into the next round of money. These companies suspected of MLM, have been investigated and dealt with the public security organs in Hubei, Hunan, Jiangxi, Jilin, Shanghai and other provinces and municipalities.

The high proportion of illegal business and suspected MLM, both regulatory loopholes and have business reasons, the government should pay attention to the situation in the open multilevel marketing process. From the direct selling regulations itself, indeed in some places which need to be perfected, such as direct marketing level, regional business, product category. As a direct selling enterprise, in the direct selling of multi-level "collective violations" is understandable, but in suspected MLM but no any reason. Therefore, suggested that the government in the open multilevel marketing, should be an objective analysis to the violations involving transfer a high proportion of the status quo, not hastily introduced open multi-level direct sales of the new deal.

Study shows that a large, multi level currently open and international direct marketing, lack of powerful data support. Of course, this does not indicate that do not open multilevel marketing, the key problem is the multi-level direct selling in what circumstances can open, what needs to be open to what extent, how through innovation fumble multi-level direct selling with Chinese characteristics, etc.. This requires the joint efforts of the government and enterprises, experts and scholars, with the collective wisdom, let the multi-level direct selling as soon as possible "sample of China" published soon. *

(this article is completed, in direct economic theory under the guidance of this article research experts Ouyang said thanks.)

Editor: small Shen