【直报网12月25日讯】（《中国直销》 胡榕）无论横向剖析还是纵向观察，湖南直销都有其特殊性，可谓“中国直销的湖南现象”。

CNDSn December 25th news [] ("direct" Hu Rong China) regardless of the lateral or longitudinal observation analysis, Hunan direct selling has its particularity, it may be said "Chinese direct Hunan phenomenon".

在中国的直销地图上，湖南是个特殊的省份。

In China direct map, Hunan is a special province.

她的特殊在于虽位于中西部内陆，但在中国直销行业的三个特殊历史节点：九十年代传销进入中国并疯狂发展，1998年“一刀切”后到直销破冰，获牌直销企业不断涌现和行业大发展的当下，都呈现出另类繁华的态势。

Her special is that is located in the western inland, but in three a special historical node Chinese direct selling industry: Ninety's into the China MLM and crazy development, 1998 "make it rigidly uniform" to direct ice, big development of licensing of direct selling enterprises continue to emerge and industry are present, showing the offbeat prosperous situation.

在这片土地上，为什么直销能以“星星之火，可以燎原”的势头，迅速发展，并能影响到中国整个直销市场？

In this piece of land, why direct to "sparks of fire, can start a prairie fire" of the momentum, the rapid development, and can affect the whole China direct marketing?

梳理湖南直销市场的脉络，可以发现，湖南直销的发展能走在前列绝对不是偶然，这与她的地域特征、人文环境所孕育的政府环境、人才特点等有着密切联系；以三个特殊历史节点为纽带，湖南市场呈现出了连续性，这种延续性支撑着湖南直销行业的发展。

Combing the Hunan direct selling market context, can be found in Hunan, the development of direct marketing can walk in the front row is not a coincidence, it is closely related with her geographical features, the humanities environment created by the government environment, characteristics of talent; with three special historical node for the link, the Hunan Market shows continuity, this continuity supporting the development of the direct selling industry in Hunan.

天然沃土

Natural soil

一方水土养一方人，分析湖南市场的特殊性，首先要从她的地域特征说开。

One side of the water, the analysis of the special nature of the Hunan market, the first to open the regional characteristics of said from her.

湖南山地较多，经济落后，当地人和环境有着天然的对抗精神。这让诸多湖南人有着敢为人先的特质。“吃得苦，耐得烦、霸得蛮。很像骡子的性格。”绿之韵常务副总劳嘉用这句话来形容湖南人的性格特点。

Hunan is mountainous, economic backwardness, there is a natural against the spirit of local people and the environment. This makes many people in Hunan have to be the first character. "Eat bitter, endure trouble, bully pretty. It is like a mule character." Executive vice president of the Lao Jia Green in this sentence to describe the character of the people in Hunan.

晚清历史上有“中兴将相什九湖湘”之说，“无湘不成军”由来已久，而纵观我党领导的人民军队发展史，可以发现高级将领中湘籍颇多，他们都是遇到困难比较坚韧，不容易放弃。这些性格在经营直销的过程中尤其需要，要想做好直销必须具有这种精神，就算被拒绝了也要坚持，头被撞得头破血流也继续前进。

In the late Qing Dynasty "ZTE phase what nine Hunan" said, "Xiang army" long-standing, but in the development history of our Party led the people's army, can be found in a lot of senior generals of Hunan Province, they are the difficulties encountered relatively tough, do not give up easily. Especially need to process these character in the direct sales business, want to do a good job must have this spirit, even if rejected will insist, head was badly beaten also continue to move forward.

再从区域布局来看，湖南省的东南部是长江三角洲、南部是珠江三角洲，紧靠经济发达的区域，湖南人可以快速地接触到新信息。

From the regional distribution point of view, to the southeast of Hunan Province Department of Changjiang River Delta, south of the Pearl River Delta, close to the economically developed regions, Hunan people can quickly access to new information.

“湖南人的商业思维不似江浙沪一带人们灵活，也没有沿海地区的政策环境。为了发展，他们对新信息大都抱着吸收和接纳的态度。消费意识比较靠前，愿意尝试和创新。”湖南润和茶业集团总经理刘益辉表示。

"Hunan people's business thinking is not like the Jiangsu Zhejiang Shanghai area people is flexible, no coastal policy environment. In order to develop, their new information mostly with the absorption and acceptance. The comparison on the consumption consciousness before, willing to try and innovation." Hunan run and tea industry group general manager Liu Yihui said.

九十年代，很多直销人才在广州了解直销或者积累经验后，都会优先考虑回到家乡湖南来发展事业。“临近的福建省，其经济已经比较发达，广西又偏远。湖南省有7000多万人口，本身就是人口大省，具备发展优势。再加上直销事业拓展的前期需要依赖广泛的人脉资源，回到家乡是个不错的选择。”劳嘉谈到。

In ninety, a lot of direct sales personnel in Guangzhou to understand the direct or the accumulation of experience, will give priority to the development of the cause to return to his hometown of Hunan. "The approach of Fujian Province, the economy has been relatively developed, Guangxi and remote. Hunan province has a population of about 70000000, itself is population big province, have the advantages of development. The pre need plus direct cause expansion of the extensive reliance on human resources, to return home is a good choice." Lao Jia spoke.

再把湖南省放在中国地图上看，可以发现湖南省的交通四通八达，是南北、东西贯穿的必经之地，到南北方都很便捷。从湖南省驱车，几个小时就可以到达五六个省份，便于开发外地市场。

Then the Hunan Province in China on the map, can be found in the Hunan province traffic extending in all directions, is the north and south, runs through the East and west part of the land, to the north and the south is very convenient. Drove from Hunan Province, a few hours can reach five or six provinces, to facilitate market development field.

紧挨着湖南省，有“九省通衢”之称的湖北省虽然地理位置同样优越，但是性格却和湖南人差异很大。“湖北人是九头鸟，太聪明了，个人意识比较重，反倒没有湖南人团结，所以搞团队组织活动，湖南人走在前面。”和两地人都有着深入接触的湖南子牛集团总经理王一诺谈到。

Next to the Hunan Province, "nine provinces thoroughfare" of Hubei Province, although the same geographical location, but the character is very different and the people of Hunan. "Hubei people are nine birds, too clever, individual consciousness is relatively heavy, but not the people of Hunan united, so make team organized activities, people walking in front of Hunan." Wang Yinuo and the two had a deep contact with Hunan cattle group general manager talked about.

湖南人敢拼的性格、便利的交通、接受过直销启蒙的人才，这些为湖南直销市场的兴起创造了条件。1994年，传销模式在沿海逐渐发展之时，这个趋势很快被湖南人察觉和重视，他们将这个火种带到湖南。

The people of Hunan who dares character, convenient transportation, received direct enlightenment of talent, these create the conditions for the rise of Hunan direct selling market. In 1994, the MLM model in coastal gradually development, this trend will soon be Hunan people perceive and pay attention to the fire, they will be brought to Hunan.

Bright spark

以“星星之火，可以燎原”之势，传销这一模式在湖南省得到快速发展，湖南星沙工业基地发展成为当时全国最为火爆的六个传销基地之一。星沙基地有很多空厂房，经济还没发展起来，房屋租金很低，聚集了数万人。彼时，直传销“一刀切”政策还没出台，大量人汇集在基地促进了当地经济的发展，政府对此也是持扶持态度。

"Sparks of fire, can start a prairie fire" situation, pyramid selling this model gets rapid development in Hunan Province, Hunan Xingsha industrial base development became the country's most as one of the six pyramid base hot. Xingsha base has many empty buildings, economy is not developed, rent is very low, tens of thousands of people gathered. Then, the MLM "make it rigidly uniform straight" policy has not introduced, a lot of people gathered in the base and promote local economic development, governments also hold affirmative attitude.

在行业大发展的趋势下，涌现出了诸多直销精英，曾经无限风光的直销企业爽安康最大的经销商就是湖南人。行业的发展也吸引了诸多传统行业精英加入。“1995年前后，直销行业大势发展，很多人看好这个行业。我也在一、两家直销企业中担任管理人员，也是在这样的机会下，认识了胡国安董事长。”劳嘉表示。

In the industry development trends, the emergence of a lot of direct marketing elite, have unlimited scenery of the direct selling enterprises to cool the largest dealer in Ankang is Hunan people. The development of the industry has also attracted many traditional industry elite to join. "Before and after 1995, the trend of the development of direct selling industry, many people are optimistic about the industry. I also worked as a management personnel in one, two direct selling enterprises, but also in such a chance, know Hu Guoan chairman." Lao Jia said.

传销急剧发展的年代，在财富的刺激下，很多人选择自己开公司，把握不住复制倍增的度，市场很快陷入混乱，整个行业呈现鱼龙混杂的局面。1998年，“一刀切”后，传销在湖南省迅速销声匿迹。“兴起得快，消失得也快。”经历过这一历程的刘益辉说。

Pyramid selling the rapid development of the era, in the wealth of the stimulus, a lot of people to choose their own companies, unable to grasp the degree of replication multiplication, the market quickly into chaos, the entire industry present situation of dragons and fishes jumbled together. In 1998, "make it rigidly uniform", MLM disappear from the scene rapidly in Hunan province. "Rise faster, it disappears quickly." Experienced the process of Liu Yihui said.

蛰伏数年后，2001年，中国加入WTO，对传销这一模式有明显放松的信号。态势稍一变暖，湖南直销立即有了动势。

Dormant years later, in 2001, China accession to the WTO, there are obvious signal to relax this pattern of pyramid. A warming trend slightly, Hunan direct immediate momentum.

毕竟有曾经的直销兴盛基础，湖南市场很快起来了。安利早期的皇冠大使基本都是湖南人；完美的直销市场就兴起于湖南冷水滩，刘荣、魏驾雾等湖南人是完美最早的金钻。

After all, there are direct basis once prosperous, Hunan market quickly up. Amway early crown Ambassador basic is the Hunan people; perfect direct marketing is emerging in Hunan cold water beach, Liu Rong, Wei Jia fog Hunan is the earliest perfect diamond.

完美最大的经销商之一魏驾雾在深圳经营传统生意，接触直销，回湖南拓展事业。还有很多湖南人在沿海了解安利、无限极等公司后，选择回到自己的家乡来发展事业。

One of the largest distributors of perfect Wei driving fog in Shenzhen running a traditional business contact, direct sales, back to Hunan to develop their career. There are many people in Hunan know, Amway infinitus company in coastal, choose to return to their hometown to career development.

“当时湖南市场那帮经销商都是很有能力的人。不少是名牌大学毕业，在国营企事业单位工作，工作单位不错、能力不错，是有梦想和大胆的人。”刘益辉回忆说。

"At that time the Hunan market that help dealers are very capable people. Many top university, working in state-owned enterprises and institutions, the unit of work is good, ability is good, have dreams and bold person." Liu Yihui recalls.

事实上，湖南人的厉害不仅仅只是说在本省风生水起。在外地直销市场的开发上，也显示了他们超强的能力。

In fact, Hunan people badly just said in this province wind. The development in the field of direct selling market, also show their super capacity.

魏驾雾发掘了黄培刚，打开整个北京，然后拿下天津、东北市场。2001年前后，刘益辉也重新启动完美事业，前期几个月做得比较快。但是完美的产品价格，相对于湖南薄弱的经济环境,显得比较高，后期市场拓展较难。

Wei Jia Wu discovered Huang Peigang, open the entire Beijing, Tianjin, and then take the Northeast market. Around 2001, Liu Yihui also restart the perfect career, early months faster. But the perfect product prices in Hunan, relative to the weak economic environment, appears to be relatively high, the latter part of the market development is difficult to.

为了扩大市场，上级老师劝刘益辉和伙伴走出去，眼光放长远一点，聚焦沿海地区经济发展城市，不能死在湖南这一个地方。大家就开始选市场，浙江省、江苏省、广东省、山东省等，刘益辉选择去了人口密度高的上海，花了6个月才找了事业伙伴，后来市场慢慢打开了。当时去青岛、连云港的伙伴市场也都做了起来。

In order to expand the market, the higher the teacher advised Liu Yihui and partners to go out, look a bit longer, city economic development focus in coastal areas, can't die in Hunan this place. Everyone began to choose the market, Zhejiang Province, Jiangsu Province, Guangdong Province, Shandong Province, Liu Yihui decided to go to the high population density of Shanghai, spent 6 months looking for a business partner, then the market will open. Then go to Qingdao, Lianyungang partners markets also made up.

The local strength has begun

“宁为鸡头，不为凤尾”，一些在大型直销公司接受了正统直销理念熏陶的优秀经销商，做到一定级别后，在一家公司失去了上升的空间，会放弃稳定的收益，选择冒险创业，自己做老板，体会人生的另一番光景。这种现象在湖南直销精英中尤为明显，走在最前面的是绿之韵董事长胡国安。

"Better to reign in hell, not everything", some of the large Direct Selling Company received excellent dealers selling the orthodox concept edification, to achieve a certain level, lost the rise space in one company, will give up the stable income, choose a risky venture, be your own boss, another display of life experience. This phenomenon is particularly evident in the Hunan sales elite, walk in front of the green chairman Hu Guoan.

2003年，又有一家外资企业进入中国发展直销，胡国安感觉这是一种信号：为什么越来越多的企业愿意来中国？回想自己在直销行业的辉煌经历，以及在传统经济领域的起起伏伏，为什么自己不能来办一家直销企业？

In 2003, another foreign enterprises to enter the China development of direct selling, Hu Guoan feels this is a kind of signal: why more and more enterprises are willing to China? Back in his brilliant experience of the direct selling industry, as well as in the field of traditional economic ups and downs, why can I not to do a direct selling enterprises?

身怀直销经验，抱着对这个行业的发展期望，以及在传统领域这几年结识的广泛人脉资源，胡国安开始筹备成立绿之韵公司，他将绿之韵的事业总部定在了湖南省浏阳生物医药园，现如今的长沙国家生物产业基地。

With direct experience, hold the developing prospect of this industry, as well as in the traditional field these years to meet extensive network of resources, Hu Guoan began to prepare for the establishment of the green company, he will be the green business headquarters in Hunan Province, Liuyang biomedical park, now the Changsha National Biological Industry base.

“绿之韵能成为湖南省最早的直销企业，以及在行业获得一席之地与创业之初企业总部位置的选择有着密切关系。”劳嘉表示。

"The green can be direct selling enterprises the earliest in Hunan Province, and choose to receive a space for one person and the beginning of business enterprise headquarters is located in the industry has a close relationship." Lao Jia said.

绿之韵首先向经开区政府抛出橄榄枝，提出企业可以在税收、区域就业、社会责任方面积极做贡献。处于经开区，当地急需发展经济，政府的包容和创新性很强，参考沿海经济发达地区直销对经济的贡献，认可直销的发展，愿意培育直销企业。

Green first to the open area government dished out an olive branch, and puts forward that the enterprise can make a positive contribution in regional employment, tax, social responsibility. In the open area, the local is badly in need of economic development, the government's tolerance and strong innovation, reference the coastal economically developed areas direct contribution to economic development, approval of direct marketing, direct selling enterprises to cultivate.

最开始几年，绿之韵的发展很艰难，没有竞争优势，胡国安坚信这个行业会创造奇迹，带领十几名员工，立足于长远经营，在园区领导的大力扶持下，突破层层困难。

The first few years, green development is very difficult, there is no competitive advantage, Hu Guoan believe that this industry will create a miracle, to lead more than ten employees, based on long-term business, strong support in the park under the leadership, to break through layers of difficulties.

“刚开始绿之韵不被人认识和了解，园区的书记和主任带领我们向更高的领导交流汇报，让大家了解这个行业。在拿牌这一关键动作上，绿之韵也得到了当地政府的支持。直销企业拿牌正常的程序是商务部直接出推荐函，我们是省政府先向商务部出推荐函。”劳嘉表示。

"In the beginning, the green is not people know and understand, the Secretary and the director of the park's lead us to the higher leadership on the exchange, let everybody understand the industry. In this crucial action cards, green also got the support of local government. Direct selling enterprises take the card, the normal procedure is the Ministry of Commerce direct recommendation, we are the first to the Ministry of Commerce of the provincial government a letter of recommendation." Lao Jia said.

“绿之韵能有今天的格局，与政府的开明是分不开的。从浏阳市政府到长沙市政府再到湖南省政府对公司的大力支持，他们并没有排斥这个行业，有任何问题都及时地帮助解决。”采访中，劳嘉强调。

"Green can have today's pattern, and the government of the enlightened are inseparable. From Liuyang City Hall to Changsha City Hall to Hunan provincial government support to the company, they do not exclude this industry, there are any problems in a timely manner to help solve." During the interview, the Lao Jia stressed.

The success of the green, giving confidence in direct sales to small and medium-sized enterprises. Its growth is fully explained the Hunan province direct nutrient adequacy, open government, experienced. In 2013, in the direct selling industry adhere to the years of Emperor Yan also get a licence.

在认定坚持健康产业是企业必要的发展道路后，炎帝前期经历4、5年的亏损，还是坚持了下来。如今，炎帝在长沙市、永州市，邵阳市、株洲市等地级市开办了分公司和健康管理公司，坚决先立足本土，把市场做大。“今年的市场业绩将会出现一个爆膨式增长，这是炎帝多年来坚持的结果。”炎帝公司总裁钟建和谈到。

In determining the health industry is necessary to adhere to enterprise development path, the Yan Emperor of early experience in 4, 5 years of losses, still insist on down. Now, the Yan Emperor in Changsha City, Yongzhou City, Shaoyang City, Zhuzhou city and other cities set up branch offices and health management companies, and resolutely to home-based, expand the market. "This year's market performance will be the emergence of a blasting expanding growth, this is Yan for many years the results." Yan company president Zhong Jian and said.

茶企涌动

Tea prices surging

目前，湖南省有绿之韵和炎帝两家获牌公司，外来企业在湘经营并获准在湘经营的直销企业达11家。另外，湖南还有一批农业产业化龙头企业，也已在按照直销的模式在湘或全国大部分地区开展了经营活动，如华莱、润和、吉美、佳信佰、鑫亚、奉佳、普天春等企业。

At present, Hunan province has two green and Yan licensing company, foreign enterprises and allowed up to 11 home in Hunan business direct selling enterprises in Hunan business. In addition, Hunan has a number of leading enterprises in agricultural industrialization, has been in accordance with the direct sales model in Hunan Province or in most parts of the country to carry out business activities, such as Varley, run and, Jimmy, Jia Xinbai, Xin Ya, Fengjia, Pu Tian Chun and other enterprises.

这些企业大都已完善了大部分报批手续，正紧锣密鼓地申请直销牌照。他们的共同特点是以茶叶为主打产品。大量茶企的诞生，与湖南省的经济条件和政策环境有着密切的关系。

Most of these enterprises have improved most of the approval procedures, is wildly beating gongs and drums to apply for direct selling licenses. Their common characteristic is to tea products. The birth of a lot of tea enterprises, has a close relationship with Hunan province's economic conditions and policy environment.

湖南是中国重点产茶省之一，全省有92个县区产茶，产茶量居全国第二，素有“茶乡”之称。湖南所产的名茶，有古丈毛尖、湖南黑茶、安化千两茶、茯砖茶、安化红茶等几十种。

Hunan is one of the key Chinese tea producing province, the province has 92 counties of production of tea, tea production capacity ranks the second, known as the "tea" is called. By the middle of the Hunan tea, Guzhang Maojian tea, Hunan tea, a Anhua Qianliang tea, Fuzhuan brick tea, Anhua Black Tea dozens of.

自古以来，国人就有饮茶的习惯，并将茶视为一种很好的保健饮品，请客送礼。随着生活水平的提高，茶发挥着广泛的保健作用，具有很大的商业价值。对于茶叶这样一种很有潜力的经济作物，湖南省各级政府很早就专注于开发，希望借此改善经济面貌。

Since ancient times, Chinese people have the habit of drinking tea, and the tea as a kind of very good health drinks, gifts. With the improvement of life level, tea plays a wide range of health effects, has great commercial value. For such a potential economic crops, tea, Hunan province all levels of government early focus on the development, hoping to improve the economic outlook.

安化黑茶一开始由政府主导开发，政府希望借鉴云南普洱茶利用旅游资源开发市场的思路，通用旅游来带动茶产业的开发，但最终以失败告终。黑茶进入当地商人的视野，政府也想放手，让位于市场。此后，湖南省出台了三农政策，提出打造千亿茶产业的规划，在政府的扶持下，大量茶企涌现。

Anhua tea began with the government led development, the government hopes to learn from Yunnan Pu'er Tea tea development and utilization of tourism resources market ideas, general tourism to drive the development of tea industry, but ultimately ended in failure. Tea into the local businessmen view, the government wants to let go, let the market. Since then, Hunan province introduced three rural policy, put forward to make billions of tea industry planning, under the government support, a lot of tea enterprises emerge.

同传统模式相比，直销在推广上具有明显的优势。按照传统的方式，卖茶就是喝茶会友，推广很慢。直销人可以利用大会推广茶产品，市场扩展快速。另外直销人开发市场立足于工作室，与客人一边喝茶、一边聊天，在随意间就能传播茶艺、茶道，吸引人购买茶产品。

Compared with the traditional mode, direct selling has obvious advantages in the promotion. According to the traditional way, selling tea is tea friends, promotion is very slow. Direct sales people can use the Congress to promote tea products, rapid market expansion. In addition to direct people to develop the market based on the studio guests, and drinking tea, chat, one random can spread tea art, tea ceremony, to attract people to buy tea products.

安化是黑茶的故乡，完美高级经销商出身的陈社行刚好是安化人，在各种力量的推动下，陈社行成立了华莱公司，利用直销模式来销售茶叶。华莱之后，转眼间有一二十家专营黑茶的直销企业遍地开花。

Anhua is the hometown of tea, perfect senior dealer origin Chen Shehang just is the people of Anhua, in the promotion of various powers, Chen Shehang established by the company, to sell tea using direct sales model. By then, the twinkling of an eye has ten or twenty franchise tea direct selling enterprises blossom everywhere.

拿牌企业中，绿之韵同样对黑茶有所涉猎，并推出了优质的黑茶产品。今年绿之韵在全国各大城市主推黑茶品鉴会，拉动黑茶的销售。“我们是在天福天美仕和理想两家大型茶企进入直销后，开始更关注茶产品。”劳嘉表示。▲

Take the brand enterprises, green also dabbling on tea, and introduced the quality of tea products. This green in national each big city the main push black tea Kam, pull the black tea sales. "We are in the Fu days Meishi and ideal two large tea enterprises to enter the direct sales, began to pay more attention to tea products." Lao Jia said. *

（原标题：中国直销的湖南现象）

(original title: China direct phenomenon of Hunan)

责任编辑：小申

Editor: small Shen