CNDSN February 13th news]("China direct selling" Ran Zhiyuan) pearl store model is a new attempt of the Chinese direct selling industry, is a new way of direct sales personnel, is a new weapon of market integration, is a new development in the health products industry, is the government regulate the management of the direct selling industry of new ideas.

太阳神有很多开创先河之举，诸如珍珠店模式、网络党建、经销商实名制等，这些都为行业带来极大的启示意义。其中，珍珠店模式已经在业界声名显赫，“提起太阳神，就会想到珍珠店，而说起珍珠店，同样会想到太阳神。”

The sun god has many pioneering move, such as the pearl shop mode, network construction, the real name system etc. these dealers, bring the great significance of enlightenment for the industry. Among them, the pearl shop model has been in the industry reputation, "bring the God of the sun, will think of pearl shop, while talking about the pearl shop, will also think of the sun god."

“截至目前，太阳神珍珠店已经超过4万家了，可以说远远超出了当初的预期。”太阳神营销总部常务副总经理杜正楠说。作为太阳神独有的核心策略，珍珠店模式从试运营至今8年时间里，为太阳神的发展立下汗马功劳，创造了璀璨的辉煌。

"Up to now, the sun god pearl shop has more than 4 million, can be said to go far beyond the original expectations." The sun god marketing headquarters executive vice general manager Du Zhengnan said. As a core strategy of the sun god's unique, pearl shop mode from the trial operation since 8 years, for the development of the sun god made distinctions won in battle, has created resplendent brilliant.

创新：开行业之先河

Innovation: opened the industry precedent

时间回溯到2006年，业内常把这一年喻为中国直销行业的冬天。在严峻的环境之下，杜正楠越发强烈地意识到，缺少消费者的直销市场，始终是举步维艰。如何突破，成为杜正楠那段时间思考最多的事情。

Time back to 2006 this year, the industry is often called the Chinese direct selling industry in the winter. Under the severe environment, Du Zhengnan is even more acutely aware of the lack of direct marketing, consumer, is always difficult. How to break through, to become the Du Zhengnan time thinking about most things.

随后，太阳神集团副总经理、营销总部总裁朱厚丞给杜正楠下达了一项任务：寻找和设计企业健康的盈利模式。通过对太阳神的销售业绩数据进行分析后，杜正楠将关注的焦点放在了零售上，“在太阳神的销售体系里，谁的零售实力最强？”

Subsequently, the deputy general manager, the sun god group marketing headquarters President Zhu Houcheng issued a task to Du Zhengnan: search and design enterprise healthy profit model. Through the analysis of sales data to the sun god, Du Zhengnan will focus on the retail, "Sun God in the sales system, whose retail the strongest?"

经过几个月时间调查，杜正楠从统计结果中注意到业绩突出的社区小诊所，这让他找到了太阳神直销的突破点，珍珠店模式的理论也由此诞生。

After several months of investigation, Du Zhengnan from the statistical results noted achievement prominent small community clinics, let him find the breakthrough point of the sun god direct, pearl shop mode theory was born.

杜正楠发现，散落在全国各地的诊所、健康馆、美容院等大都处于小规模独立经营状态，没有行业联盟，缺乏强有力的市场竞争力。但太阳神可以依托上述有实体店的零售终端，通过公司特定奖励机制促进他们加盟，兼营销售太阳神健康产品。珍珠店不是传统意义上的连锁专卖店，而是一种虚拟店的模式，类似于寄养在贝壳中的珍珠，故名珍珠店。

Du Zhengnan found that are scattered across the country's clinics, health centers, beauty salons in the independent operation of small scale, no industry alliance, the lack of strong market competitiveness. But the God of the sun can rely on the physical store retail terminal, through the company specific reward mechanism to promote them to join the sun god, run sales of health products. Pearl shop not in the traditional sense of the chain store, but a virtual store model, similar to foster in the shell, pearl, named Pearl shop.

经过一番深思熟虑之后，太阳神最终把试点第一站选在了广西南宁。2007年1月28日，太阳神连锁体系首届珍珠店招商会在广西南宁富皇养生山庄举办，招商效果非常好。“之所以选择在南宁试点，一是因为南宁的直销市场是一个比较淳朴、比较孤立的市场，对全国没有影响；二是选择基础比较薄弱的市场做试点，如果都能成功，那再到成熟市场去做，就更容易操作。”杜正楠阐明了思路。

After much deliberation, the sun god, finally put the pilot first stop in Guangxi Nanning. In January 28, 2007, the sun god chain system the first pearl shop investment will be held in Guangxi Nanning Fuhuang health resort, attracting the effect is very good. "The reason that the choice in Nanning pilot, one is because the Nanning's direct selling market is a relatively simple, relatively isolated market, had no effect on the country; two is the choice of foundation is weak, the market to do a pilot, if can succeed, then to the mature market to do, more easy to operate." Expounds the train of thought of Du Zhengnan.

事实证明选择南宁的思路是对的，南宁珍珠店试点成功后，太阳神直销从2007年5月份起开始面向全国市场进行珍珠店推广，发展非常迅速，一年内便发展到3000余家，店平均月销售业绩超过1万元，其魅力开始崭露头角。

The fact that the selection of Nanning are on the right track, Nanning pearl shop after the success of the pilot, the sun god, direct sales from 2007 May since the beginning of the national market for pearl shop promotion, development is very rapid, and within a year had grown to more than 3000, store the average monthly sales of more than $10000, its charm began to emerge.

Advantage: a healthy profit model

珍珠店模式之所以被称作是开创先河之举，就在于它的产品销售模式和利润分配模式在直销行业是非常超前而且健康。

Pearl shop mode is called pioneering move, lies in its product sales model and profit distribution model in the direct selling industry is very quick and healthy.

从产品销售模式上看，珍珠店模式通过将太阳神27年专业的保健品牌、优质专业的保健产品、适中的价格定位与专业的销售渠道结合，为消费者提供专业化的健康服务，充分发挥了诊所、美容院、健康馆的销售能力，充分发挥直销员的推广能力，实现专业分工，高度结合，利益共享，构筑了专业化的产品销售模式。

From product sales model, pearl shop model by introducing the price positioning health brand, God of the sun 27 years professional quality professional health care products, moderate and professional sales channels combined, to provide specialized health services to consumers, give full play to the clinics, beauty salons, health house sales ability, give full play to the direct selling member of the generalization ability, the realization of the professional division of labor, highly integrated, sharing of benefits, and build specialized products sales model.

从利润分配模式上看，珍珠店模式采用了“倒三角”的形式，企业首先通过让出50%以上的产品利润给终端零售店铺，再将余下的产品利润合理分配给直销员和企业，营销重心下移带来的是市场高度稳健。

From the profit distribution mode, pearl shop mode using the "inverted triangle" in the form of enterprises, first by more than 50% of the profits to make products terminal retail shop, then the rest of the product profit allocated to distributors and enterprise, marketing center of gravity down brings is the market a high degree of robust.

事实上，在珍珠店的带动下，消费者、店铺和直销员三方实现了利益共享。“消费者通过珍珠店诊所专业人员的指导，放心购买值得信赖的产品；而店铺只需一些流动资金，就能够获得高利润的回报；太阳神将直销员当做渠道的一部分，经销商手中的产品囤积的少，卖出去的多，他们就自然愿意推，推广的结果就意味着获得利润。”

In fact, in the pearl shop driven, consumer, shops and direct sales of three party share interests. "Consumers through the pearl shop clinic professional guidance, rest assured that the purchase of a trusted product; and the shop only some of the liquidity, we can obtain a higher return; a part of the sun god direct sale as channel, dealers hoarding less products, sell more, they will naturally want to push, promotion the result means the profit."

发展：超越预期的成就

Development: beyond the expected achievements

在太阳神的规划中，珍珠店模式被分为了5个发展阶段，分别为发育期、发展期、升级期、成熟期和成就期。从培育期到成熟期，珍珠店的数量分别是1000家、5000家、10000家、20000家。

Sun God in the planning, pearl shop mode is divided into the 5 stages of development, respectively, growth period, development period, upgrade period, mature period and the period of achievement. From the training period to mature period, the number of pearl shop were 1000 home, 5000 home, 10000 home, 20000 home.

从实际的数字来看，珍珠店在市场上的发展远远超出了这一规划和预期。2008年5月10日，太阳神珍珠店模式运营1周年时，珍珠店已经增至3000多家，覆盖20多个省市。“现在，珍珠店已经突破4万家，远远超出了当年的规划。”杜正楠说道。

From the actual figures, pearl shop in the market development is far beyond the plans and expectations. In May 10, 2008, the sun god pearl shop operation mode of the 1 anniversary, pearl shop has been increased to more than 3000, covering more than 20 provinces and cities. "Now, pearl shop has exceeded 4, which is far beyond the planning." Du Zhengnan said.

杜正楠在战线上采取“三步走”，而从战略上采取阵地战和游击战相结合的方式，复制模式，让珍珠店遍地开花，同时重点培育市场，形成梯度发展，最终成就了上述这一系列宏伟的数字。

Du Zhengnan take the "three step" in front, and from the strategy to take positional and guerrilla warfare combination, copy mode, let the pearl shop blossom everywhere, while focusing on cultivating the market, the formation of gradient development, the ultimate success of the above a series of grand digital.

而实际上，珍珠店的贡献还不仅于此，杜正楠说，“其他的销售网络里面也离不开珍珠店，我们是店中有网，网中有店，珍珠店所扮演的角色，不仅仅是给太阳神带来销售业绩，更是将太阳神的整个营销网络串联起来了”。

In fact, pearl shop contribution is not only to this, Du Zhengnan said, "other sales network which also cannot do without the pearl shop, we have the net shop, a shop network, pearl shop's role, not only to the Sun God brings into sales performance, is the sun god of the whole marketing network together".

Upgrade: To explore new potential

丰硕的成果，让太阳神不断思考，寻求更多角度的突破，进一步发掘珍珠店的潜能。

Fruitful results, let the Sun God constantly thinking, seeking more point of breakthrough, and further explore the potential of the Pearl shop.

太阳神通过成立专门的组织，对珍珠店进行专业化的分类管理。同时，充分利用互联网技术，建立珍珠店财富网、开发了“店店旺”珍珠店健康管理软件，使得珍珠店模式进一步升级，提升珍珠店的经营能力和渗透能力。

The God of the sun through the establishment of specialized organization, classification management of specialization to the Pearl shop. At the same time, make full use of the Internet technology, the establishment of pearl shop net wealth, developed a "shop Wang" pearl shop health management software, making the pearl shop mode further upgrade, upgrade the pearl shop operating ability and permeability.

不过在直销行业，店铺的存活率始终是一个很大的难题。为了帮助经销商成长，帮助店铺健康发展，太阳神推出“不让一个经销商掉队”工程，解决基层经销商信息不对称的问题，帮助他们管理市场和团队。2013年，太阳神又推出“新店起航”项目，创新地通过远程教育视频端口，定时定期地推出店铺培训内容，推动珍珠店的快速发展。

However, in the direct selling industry, the survival rate of the shop is always a big problem. In order to help the dealers to grow, to help the healthy development of the shop, the sun god, launched the "don't let a dealer behind" project, solve the problem of information asymmetry primary dealers, help them market and team management. In 2013, the sun god also launched "new sail" project, innovation through distance education video port, timing regularly introduced shop training content, and promote the rapid development of Pearl shop.

经过8年时间的发展，太阳神珍珠店逐渐成熟，而在太阳神直销十周年的新时期，杜正楠又在思考如何向珍珠店注入新的动力。

After 8 years of development, the sun god pearl shop gradually mature, the new period in the sun god direct ten anniversary, Du Zhengnan and thinking how to inject new impetus to the Pearl shop.

“接下来，我们将对珍珠店模式进行细分，打造三大基石。一是以专业人才来推动销售的专业店模式；二是以家族自用为主题的自用模式；三是以微店为载体，通过新型微信社交方式为主的分享销售模式。”杜正楠说，对珍珠店的升级，这也纳入了太阳神“三五规划”，成为其重点工作之一。

"Next, we will subdivide the pearl shop mode, to build three major cornerstone. One is the professional talents to promote sales of professional shop model; two is the self mode to family occupied as a theme; three is the micro shop as a carrier, mainly through the new WeChat social way of share sales model." Du Zhengnan said, the pearl shop upgrade, which also included the sun god "Three Five Plan", become the focus of one of the work.

意义：多方互利共赢

Significance: multi-party win-win

因为珍珠店的发掘成功，太阳神的业绩连年平稳增长，也让太阳神奠定了民族直销企业中流砥柱的地位。谈到珍珠店所取得的成就，杜正楠认为，太阳神获得业绩增长仅仅是珍珠店模式成就的一小部分，通过珍珠店模式所得到的政府、企业、消费者、经营者的认可，实现互利共赢，才是珍珠店模式最重要的成就。

Because the excavation pearl shop success, the sun god's performance in recent years a steady growth, but also to let the Sun God established the national direct selling enterprises mainstay position. Speaking of pearl shop achievements, Du Zhengnan thinks, the sun god, performance growth is only a small part of pearl shop mode achievements, obtained by pearl shop mode of government, enterprises, consumers, operators recognition, to achieve mutual benefit and win-win situation, is the most important achievement pearl shop mode.

通过珍珠店模式，太阳神整合了诊所、美容院及足疗馆等具备专业服务功能的店铺渠道资源，并使店铺具备了“服务网点”职能。珍珠店在现实中，其功能还可延伸，不仅为冲在市场一线的直销员提供服务，还通过销售产品为消费者提供服务。因此，珍珠店至少解决了直销行业长期以来的两大方面的难题：第一，店铺与直销员的有机结合；第二，服务网点与直销员有机结合。

Through the pearl shop mode, the sun god integrated clinics, beauty salon and foot museum have professional services shop channel resources, and make the shop have a "service network" function. Pearl shop in reality, its function can also extend, not only provide service for punching in the market first salespeople, also provides services to consumers through the sale of products. Therefore, to solve the problem of Pearl store at least the direct selling industry for a long time in the two aspects: first, the organic combination of shops and direct sales; second, the organic combination of service outlets and direct selling.

借助专业化的诊所、健康馆、美容院等，珍珠店避免了店铺的高额投资，解决很多直销公司大量产品积压、囤货的问题，减少风险易于市场推广。同时，其整合资源价值更是超过了培训资源价值，通过整合，支撑倍增模式，向国家法律法规靠拢，也符合直销监管要求的发展方向。另外，珍珠店还能起到稳定团队发展的作用，只要有持续的产品销售，就保障了团队成员的发展热情及信心，对拓展市场和稳定团队作用显著。

With the help of specialized clinics, health center, beauty salon, pearl shop to avoid big investment shops, solve many Direct Selling Company substantial product backlog, stockpile problems, reduce the risk of easy market promotion. At the same time, the integration of resources value is more than the value of training resources, through integration, support and doubling, close to the national laws and regulations, but also conforms to the development of direct selling supervision requirements. In addition, pearl shop can also play the role of a stable team development, as long as there is a continuous product sales, on the protection of the development of enthusiasm and confidence of the team members, significant effect on market expansion and the stability of the team.

而且，作为重要的销售终端，诊所在医改发展方向将会偏向于预防保健。这为珍珠店提供了发展的土壤，太阳神产品主要是保健品、保健器材，太阳神直销与诊所相结合，共建稳定的连锁型销售通路，其提供的产品支撑和利润来源，可以引导支持诊所的经营转型，实现共赢。

But, as the sales terminal important clinic will be in health reform, the development direction of bias in the prevention and health care. This provides the development of soil as the pearl shop, the sun god products mainly is the health care products, health care equipment, the sun god direct combined with clinic, chain sales channels to build a stable, it provides a product support and source of profits, can guide the business transformation support clinic, realize win-win.

同时，从长远的趋势来看，未来保健品行业的发展趋势，一定是专业产品由专业人员进行销售。产品的提供只是其中一部分内容，教育、培训、咨询等终端服务的提供才是真正的发展方向，而诊所医生这种专业身份，恰好可以承担起这个责任，从而避免了市场上良莠不齐的简单推销及误导成份。

At the same time, from a long-term trend, the future development trend of health care products industry, must be professional products for sale by professional personnel. The product offer is only one part of content, to provide education, training, consulting and other terminal services is the development direction of the real, and the clinic doctor that the professional identity, just can undertake this responsibility, thus avoiding the simple sales market uneven, some good and some bad and misleading.

Value: the new trend of marketing

珍珠店模式将传统与直销进行了完美地结合，实行自愿连锁，其本质是专业化分工，集中化管理，采购功能与销售功能的完全分离，直销员扮演销售组织者，中小诊所扮演销售服务者，利益高度捆绑，专业充分结合。这是有别于一般直销公司的做法，具有较强的创新性。让专业的人做专业的事，这也正是商界如今所强调的合作与效率，也是大势所趋。

Pearl shop mode will be traditional and direct the perfect combination, voluntary chain, its essence is the division of labor and specialization, centralized management, complete separation of purchasing function and sales function, salespeople play sales organizer, small clinics play sales service, professional interests height bound, fully integrated. This is different from the general Direct Selling Company approach, it has strong innovation. Let the professional do the right thing, this is also business cooperation and efficiency now emphasized, is also represent the general trend.

对于直销行业而言，珍珠店模式是中国直销行业的新尝试，是直销人员的新出路，是市场整合的新武器，是保健品行业发展的新亮点，是政府规范管理直销行业的新思路。

The direct marketing industry, pearl store model is a new attempt to China direct marketing industry, is a new way of direct sales personnel, is a new weapon of market integration, is a new development in the health products industry, is a new thought of government regulate the management of the direct selling industry.

对于传统行业来说，珍珠店模式构建了一个以珍珠店为核心的健康服务系统。在这个系统中，企业做专业的保障，店铺做专业的销售，直销员做专业的推广，消费者享受专业的服务。实现了太阳神品牌价值、直销员推广价值、终端渠道专业价值的完美结合，共同构筑了一个专业化的健康服务平台，为消费者提供专业化的健康服务。

For the traditional industry, the pearl shop model to construct a pearl shop as the core of the health service system. In this system, professional security companies do, shop to do professional sales, direct sales professional to do the promotion, consumers enjoy the professional service. To achieve the perfect sun god brand value, direct sales promotion value, terminal channel professional value combination, work together to build a professional health service platform, to provide specialized health services to consumers.

任何一种商业模式都有其内在的价值，太阳神珍珠店模式同样如此。经历诞生、成长，珍珠店模式已经开始成熟，显现出他强有力的生命力，而且在直销业内外多次获得大奖，不仅为传统营销带来新启示，更为直销行业创造了新奇迹，珍珠店模式正逐渐成为影响中国直销发展的一股强劲的趋势。 ▲

Any kind of business mode has its intrinsic value, the sun god pearl shop same model. Experience the birth, growth, pearl shop model has begun to mature, showing his strong vitality, and won several awards in the direct selling industry home and abroad, not only bring new inspiration to the traditional marketing, has created a new miracle more direct marketing industry, pearl shop mode is gradually becoming the influence Chinese direct development of a strong trend. *

（原标题：太阳神珍珠店的璀璨之路）

(original title: the sun god pearl shop bright road)

责任编辑：婉婉

Editor: Che Wan Wan