【直报网5月20日讯】（南方都市报）就在国内个别直销企业带着员工豪游世界的“风口”，东阿阿胶悄然加入战局。5月15日，商务部网站披露，东阿阿胶已经拿到今年5月份以来发放的第3张直销牌照。不过，就在几天之前，直销业传统巨头安利却传出拟开辟微商渠道，拥抱互联网+的消息。

CNDSN may 20 news (Southern Metropolis Daily) is in the domestic individual direct selling companies with employees luxury travel the world "outlet", donkey hide gelatin quietly joined the fray. In May 15th, the Ministry of commerce website disclosure, the third direct sales license issued since May this year Dong'e county has got. However, just a few days ago, the direct selling industry traditional giants Amway has come to open up micro channel, embrace the news of the Internet +.

传统直销业过往的造富效应仍然吸引着产业资本竞相跨界进入，但如今，在互联网+的十字路口，传统直销业似乎也面临着经营模式的方向性选择：直行，还是拐弯？

Traditional direct selling industry past effect of making the rich still attracts capital industry competing to cross into, but now, at the crossroads of Internet +, traditional direct selling industry also appeared to face a business model of the direction of choice: straight line, or to turn right?

大健康企业扎堆申领直营牌照

Large health companies get together and apply for direct license

商务部15日总计批准了两家企业的直销牌照，这当中最引人关注的莫过于东阿阿胶。依照批文，东阿阿胶将被允许在济南市和聊城市的部分区域展开直销业务，获准的区总计有历下区、东昌府区等9个。而被批准展开直销的产品则是阿牌阿胶西洋参软胶囊、阿牌阿胶养颜软胶囊、阿牌阿胶补钙软胶囊、东阿牌阿胶元浆、阿牌阿胶软胶囊5种。

The Ministry of Commerce approved the 15 day total direct selling license of the two companies, the most interesting way to Dong'e county. In accordance with the approval, donkey hide gelatin will be allowed to the region in Jinan City and Liaocheng City started direct sales business, allowed the area of total Lixia District, Dongchangfu District 9. Approved products, direct marketing is Arab Ejiao American ginseng soft capsule, O card Ejiao beauty soft capsule, O card Ejiao calcium soft capsule, East Azerbaijan Ejiao yuan slurry, O card donkey hide gelatin soft capsule 5.

东阿阿胶近日接受南都记者采访时认为，经过市场分析，无论是品牌积累、产品积累，还是时机，东阿阿胶在现阶段切入直销行业都非常合适。据该公司介绍，东阿阿胶将直销业务定位为新渠道，并作为现有渠道的销售补充，独立运作。目前上报的直销品种是阿胶元浆和4款软胶囊，后续会根据市场反馈增加其他产品。东阿阿胶已经招聘专业人才，进行直销模式的构建，计划在获得直销资格后，开始直销业务试运行。具体销售目标需根据实际情况再行确定。

Donkey hide gelatin recently accepted the southern reporter believes that through market analysis, both brand accumulation, product accumulation, or timing, donkey hide gelatin in the present stage cut in the direct selling industry are very appropriate. According to the company, donkey hide gelatin will direct business orientation for new channels, and as sales of existing channels of independent operation. The report is selling varieties of pulp and 4 yuan gelatin soft capsule, the subsequent increase in other products according to market feedback. Donkey hide gelatin has recruited professional talent, direct sales model is constructed, plans to in access to the direct qualification, began to direct sales business trial operation. The specific sales target should be determined according to the actual situation..

而直销行业专家、摩尔云商总裁王万军则指，东阿阿胶布局直销已经做了很多筹备，此番获批在意料当中。“这些保健品公司原有的销售模式已遇到瓶颈，近几年的增速有目共睹，营销成本也越来越高。相比较来说，直销是相对省钱的经营模式。”

Refers to the direct selling industry experts, Moore's cloud CEO Wang Wanjun, donkey hide gelatin layout direct marketing has done a lot of preparatory and approved overwhelmed in the expectation of them. "These health care products company of the original sales model has encountered a bottleneck, growth in recent years is obvious to all, marketing costs is also getting higher and higher. By comparison, direct selling is a relatively cost-effective business model."

据不完全统计，此前以健康行业为主营业务并正在申请或者已经拿到牌照的企业就有香雪制药、康美药业、福瑞达医药集团、广药集团、和治友德制药、金木药业等多家企业。

According to incomplete statistics, after the health industry based business and are applying for or has received the business license is Xiangxue pharmaceuticals, Kang beauty pharmaceutical, Freda Pharmaceutical Group, Guangzhou Pharmaceutical Group, diagnosis and treatment Youde pharmaceutical, Jinmu pharmaceutical etc. several enterprises.

With pride?

豪华旅游团接二连三

Deluxe Tour one after another

在分析人士看来，东阿阿胶等大健康企业押宝直销，其中一个原因就是直销的造富效应，因为往往在获批并正式开展业务后，销售增长迅速。以克缇为例，其2013年的销售业绩是2亿元，2014年销售业绩是6 .8亿元，增长率高达240%。而最近带着6500名员工到法国进行豪华四日游而轰动世界的天狮集团更是让外界觉得直销行业富得冒油。

In the view of analysts, donkey hide gelatin and other health enterprises betting direct, after which a reason is direct made rich effect because often in approved and officially launched the business, sales growth rapidly. In twips for example, its 2013 sales is 200000000 yuan, in 2014 sales is 680000000 yuan, the growth rate of up to 240%. And recently took 6500 employees to France for luxury tour created a sensation in the world of Tiens Group is to let the outside world think Fude of the direct marketing industry take the oil.

其实，天狮在中国直销行业的排名尚未跻身前五，大型旅游团也并非天狮集团首创，豪华程度或许也并非最奢。据了解，2014年以来，完美、无限极等排名靠前的直销公司也因组织员工豪游而引发全球关注。

In fact, Tiens ranking in the direct selling industry in China has not been among the top five, large tour groups are not Tiens Group, the first, the luxurious degree might not be the most extravagant. It is understood, since 2014, perfect, ranking near the front of the direct selling companies also due to organize employee luxury cruise caused global concern.

2014年5月，完美集团组织7000名员工远赴美国洛杉矶，参加公司成立20周年的“研讨会”。据估计，该旅行团在当地酒店预订房间的价格超过1.2万元人民币/晚，为当地创造了8500万美元的收入。而就在本次天狮集团之后，直销公司无限极(中国)为奖励员工，从5月10至20日组织1.27万人分批次游览泰国。该团搭乘110架航班入境泰国，泰国旅行社为此出动400辆大巴，预订了3.8万间四星级或五星级酒店房间。

In 2014 May, perfect group 7000 employees in Losangeles USA, to participate in the 20 anniversary of the establishment of the company's "seminar". It is estimated, the tour in the local hotel booking room price of more than 12000 yuan / night, created the $85 million in revenue for the local. And after the Tiens Group, direct selling company infinitus (China) for employee incentives, 1.27 million people from May 10 to 20 organized batches to visit Thailand. The regiment aboard 110 aircraft inbound flights in Thailand, Thailand travel agency dispatched for this 400 buses, booking the 3.8 million four-star or five-star hotel rooms.

Direct sales of 7 consecutive years outperformed D P G

直销行业之所以备受传统企业青睐，关键在于即便经济大环境不景气，直销行业却已经连续7年跑赢G D P。数据显示，受《直销管理条例》和《禁止传销条例》颁布实施的影响，2005- 2006年直销行业整体业绩下滑，2007年之后则连续8年保持增长态势，尤其是2008年全球金融危机爆发，传统企业受金融危机的影响增长无力，而直销则保持着高速的增长速度，平均增长率高达29.6%，连续7年跑赢G D P。

Direct selling industry why much favored by traditional enterprises, the key lies in even the economic environment downturn, the direct selling industry has for seven consecutive years run win G D P. Data show that by "direct management Ordinance" and "the prohibition of marketing regulations" the promulgation and implementation of impact, 2005 - 2006 the direct selling industry overall decline in performance, since 2007, 8 consecutive years to maintain growth, especially the outbreak of the global financial crisis in 2008, traditional businesses affected by the financial crisis affected growth weakness, and direct marketing is to maintain a high growth rate, the average growth rate as high as 29.6%, for seven consecutive years run win G D P.

世界华人直销大会执行秘书长胡军在接受采访时分析指出，直销行业快速增长主要是五大因素促成：一是立法后，直销市场逐步规范成长，政府对直销逐渐了解和认同，加大了申牌和发牌力度；二是直销行业已经告别摸石头过河的摸索阶段进入到成长期；三是企业对直销模式信心不断加强，涉足企业数量不断增加，投入不断增加；四是中国国民收入的上升以及对健康的巨大需求，拉动直销市场快速发展；此外，大环境经济不景气，政府鼓励创业、创新，直销与其他生态结合备受青睐也是很关键的因素。

Analysis pointed out that the world Chinese direct Conference executive secretary Hu Jun said in an interview, the direct selling industry rapid growth is mainly contributed to five factors: one is the direct legislation, gradually standardize the market growth, the government gradually to direct the understanding and recognition, to increase the Shen licensing and licensing efforts; two is the stage of the direct selling industry has bid farewell to touch the stones cross the river into the growth stage; three is the enterprise to strengthen confidence in the direct sales model, the increasing number of enterprises, increasing investment; four is the rise of national income China and huge demand for health, driving the rapid development of market environment; in addition, the economic downturn, the government encourages entrepreneurship, innovation, marketing and other combined with the ecological favored are also key factors.

How long can the traditional direct fire?

不过，《2014中国直销行业形象调查报告》就指，“销售诱导”和“虚假宣传”依旧名列直销行业存在问题之首。直销员素质低、直销维权困难、产品质量困难等仍是迫切需要解决的问题。世界华人直销促进会秘书长禹路也坦言，直销行业的社会形象塑造有赖于监管部门规范、企业自身自律以及积极投入社会公共事业中。同时，广大直销企业有必要联合起来，系统性、有组织地抱团建设行业形象。

However, the 2014 China direct selling industry image survey report "refers to" sales induced "and" false propaganda "is still among the direct selling industry has problems first. The quality of direct selling staff is low, the difficulty of selling rights and the difficulty of product quality are still the urgent problems to be solved.. World Chinese direct promote the Secretary General Yu Lu also said frankly, the social image of the direct selling industry shape depends from the regulatory authorities to regulate, enterprise self-discipline and actively involved in social and public utilities. At the same time, the majority of direct selling enterprises need to unite, systematic, organized the construction of the image of the industry baotuan.

当然，除形象外，如何应对来自B 2C模式的冲击，也是直销行业需要直面的问题。据业绩报告显示，2014年48家直销企业总体业绩达1640 .9亿，增量为347 .5亿，增长率虽达到26 .87%，但相对20 13年的增长率34.4%有明显下滑。

Of course, in addition to the image, how to deal with the impact from the 2C B mode, but also direct sales industry needs to face. According to the performance report shows that 2014 48 direct selling enterprises overall performance of 1640. 9 billion in increments of 347 5 billion, growth rate has reached 26%, but compared to that of 20 13 years the growth of 34.4% of a marked decline.

此外，直销业巨头安利最新对外放风拟通过微店新开微商渠道的做法，也已经在对外发出传统直销业亟待转型的信号。

In addition, the direct selling industry giant Amway's new foreign snort intends through micro store to open the practice of micro channels, has also been in foreign issued traditional direct selling industry urgent transformation of the signal.

依照安利业内人士的说法，公司布局微商还没那么快，即便要做，也会跟原有的传统直销渠道一起做。有熟悉安利的业内专家告诉南都记者，安利转型开微店，就是想利用微营销的趋势和技术，将现有的用户数据库建立起来，进而快速激活微商市场，并希望以此反哺传统人与人的直销生意。但由于目前最终的方案尚未出来，效果如何还有待观察。▲

In accordance with the Amway insiders say, distribution company micro business to still did not have so fast, even to do, with traditional direct sales channels together. Amway are familiar with the industry experts told SMW reporter, Amway transformation on the micro shop, is to use micro marketing trends and technologies, the existing user database established, and rapid activation of derivative market, and hopes to nurture the traditional people's direct selling business. But because the final plan has not come out, how the effect remains to be seen. 3

责任编辑：小申

Editor: Little Shen