CNDSN February 5th news (reporter Shen Jie) for] draw direct selling enterprises, 2015 will usher in new opportunities and challenges; for the Shanghai business card, 2015 may be a "flowers" ceremony; and to test the water direct selling enterprises, 2015 may is a gluttonous gluttonous feast. It is found that the reporter network survey, as of 2014 July, test the water direct selling enterprises at present there are more than 70, increase this figure is still kept up. It is not difficult to see that in 2015, the direct selling market and not be in smooth water.

直销门槛相对较高，试水直销或是噱头

Direct the threshold is relatively high, test the water direct or stunt

与申牌直销的企业不同的是，试水直销的企业一般不需要在商务部发布声明，也毋须缴纳2000万元的保证金，就可以尝试去“体验”直销。无论出于何种目的，部分试水直销的企业本身不具备做直销的资历与客观条件，记者调查发现部分公开试水直销的企业注册资金才百万，企业并没有主打的产品，这恐怕不得不让人业内人猜疑这些企业试水直销的初衷到底是什么？

Direct marketing and licensing Shanghai enterprises is different, generally do not need to test the water direct selling enterprises issued a statement on the Ministry of Commerce, also do not need to pay 20000000 yuan deposit, you can try to "experience" direct sales. For whatever purpose, in part to test the water direct selling enterprise itself does not have to do direct sales qualifications and the objective conditions, reporter survey found part of a public test of direct selling enterprises registered capital of only 1 million, enterprise and no flagship products, what it is I'm afraid to let people insiders suspicion these companies test the water direct intention?

业界以外很多企业觊觎直销的模式，认为只要做直销就可以赚大钱，因此，传统的中小型企业非常想做直销，但是我国直销门槛相对比较高，把不具备直销生存力的中小企业拒之门外，然而部分中小企业并不甘心，想沾点直销的边，因此提出“试水直销”这类的新名词。而“试水直销”方式在业内并不看好，这个词与准直销是两码事。说到底“试水直销”没有统一的标准与规定，更无相关法律去限制与管理，也就是任何一个企业都可以“试水直销”。缺乏正确的引导与规范，以及国家法律规定的“试水直销”企业打了直销的擦边球。

Many enterprises coveted industry outside of direct sales model, think that as long as do direct sales can earn a lot of money, therefore, the traditional small and medium enterprises want very much to do direct sales, but China's direct selling threshold is relatively high, their do not have direct the viability of small and medium-sized enterprises, however the part of small and medium-sized enterprises are unwilling, wants to take direct edge. Therefore put forward "test the water direct" new words of this kind. And "test the water direct" mode is not good in the industry, the word and the quasi direct marketing is different. In the final analysis, the "ban direct" no uniform standards and regulations, no more related laws to restrict and management, also is any enterprise can "test the water direct". The lack of proper guidance and specifications, as well as national law "test the water direct selling enterprises play the" edge ball.

而“试水直销”的企业前赴后继，每年试水直销的企业都不在少数，而最后从试水、申牌到获牌的企业仅仅几家而已。反而试水直销的企业成为拿牌直企的前车之鉴，高调的宣传造势、高管的频繁离职和业绩的持续低靡似乎成为“试水直销”企业的通病。近几年从试水直销的企业队伍中蜕变出一些假借直销名义，干着传销勾当的公司频频被媒体曝光。

And "test the water direct sales" business one after another, each year to test the water direct selling enterprises are not in the minority, and finally from the ban, Shen card to obtain a card business only a few homes. Instead, test the water direct selling enterprises become the direct enterprises take a card warning, stay low profile campaign, executives of the frequent turnover and performance seems to be "test the water direct" common problems of enterprise. Developed under the guise of the name of direct selling in recent years a number of direct selling enterprises from the test team, doing MLM activities companies frequently exposed by the media.

The lack of proper guidance, test the water direct or MLM

针对很多想涉足直销领域的企业而言，直销是很少有能力的企业可以去挖的金矿，诱惑非常的大。然而涉足其中的企业，纷纷未到达目的地就铩羽而归。而试水直销的企业，往往看到的只是其中强大的利益诱惑，而未能了解直销真正的含义，不了解如何做直销，一心动就去行为，这往往是犯错的前兆。事实也证明了，大部分试水直销的企业最后几乎都放弃了入直销行业。然而部分试水直销的企业却打起搞传销的一套，记者通过调查发现被媒体曝光的试水直销的企业搞传销形式别具一格，如：直销式股权游戏，招募更多的经销商发展其股权市场；夸大企业规模，搞国际化品牌，进行非法集资以及资金盘奖金制度，“钱生钱”模式等，试水直销的企业之所以走向传销之路，一定程度上钻了国家法律的空子。如何组建起一个正确引导试水直销的企业机构，不仅仅是法律的问题，更是维护直销市场纯洁的一个保证。

For many want to set foot in the field of direct marketing enterprises, direct selling is rarely have the ability of enterprise can dig for gold, the temptation is very big. However, to get involved in these enterprises, have not reached the destination will be frustrated. And test the water direct selling enterprises, tend to see only the powerful interest temptation, and failed to understand the true meaning of direct selling, not knowing how to do direct sales, a Heartbeat to behavior, which is often a precursor to make mistakes. The facts also prove that, most of the waters of direct selling enterprises and finally almost gave up into the direct selling industry. However some test the water direct selling enterprises are playing a engage in pyramid schemes, the reporter through the survey found that media exposure test the water direct selling enterprises engage in pyramid form have a style of one's own, such as: direct equity game, recruiting more dealers to develop its equity market; exaggerate the scale of enterprise, engaged in international brand, illegal fund-raising, fund disc bonus system, "money" mode, test the water direct selling enterprises is to pyramid Road, to a certain extent the national laws to drill. How to build up a correct guidance enterprise mechanism to test the water direct, is not only a legal question, more is the maintenance of a guarantee of direct marketing pure.

试水直销从申牌开始，规范合法的试水直销

Test the water direct from the beginning of Shen card, normative legal test the water direct selling

目前，我国的直销法律并没有对试水直销的行为进行严格的规定与管理，长此以往，必然会让试水直销的企业萌生错误的想法。从我国目前的做直销流程而言，只有拿到直销牌照才算是可以开展直销业务，哪怕处于申牌期间也不能擅自开展直销业务，否则一切都是违法的。而至于试水直销并没有严格的界限，这往往会导致违法乱纪的行为出现。真正决定做直销的企业往往毫无顾虑的向商务部缴纳2000万保证金，提交相关申牌资料，例如四川首家直销企业福能源便是如此。针对试水直销的企业用不用审批资历，我国法律没规定，因此初期也造成很多企业纷纷抢滩直销，从中浑水摸鱼。虽然我国对申牌的企业严格限定，但是社会对获牌的直销企业依然存在偏见，记者认为：纯洁直销队伍很重要，无论企业是否试水直销，都应该从申牌开始，只有这样，从事直销的企业才能够走向规范化。▲

At present, the direct selling law of our country carried out strict regulations and management, and not to test the water direct behavior if things go on like this, will let the waters of direct selling enterprises initiation of the wrong idea. From our current to do direct sales process, only to the direct selling license is to carry out direct sales business, even in Shanghai card period can not arbitrarily to carry out direct selling business, otherwise everything is illegal. As for the test of direct sales and there is no strict boundaries, which often leads to the emergence of malfeasance. Really decide to do direct sales enterprises often there is no concern of the Ministry of Commerce to pay 20000000 deposit, submit the relevant licensing Shanghai data, such as Sichuan's first direct selling enterprises energy is so fu. To test the water direct selling enterprises with no approval of qualifications, our country law not stipulated, so early is also caused many enterprises subordinate to direct sales, from fish in troubled waters. Although our country of Shen brand enterprises strictly limited, but the society of licensed direct selling enterprises are still biased, the reporter thinks: pure direct sales team is very important, no matter whether the enterprise to test the water direct, should start from Shen card, only such, engaged in direct sales of enterprises can go to standardization. *

责任编辑：小申

Editor: small Shen