2015-08-07 15:34
Observation: Online studio or direct business transformation of new models
CNDSN August 7th (information times Yu Wanjia) with the Internet + mode help direct marketing industry into the 3 era, how to use the Internet to help direct marketing staff to successfully become a problem. Many direct enterprises to open up the electricity business, the results are not obvious, more than a blind follow suit. August 2nd, direct corporate leaders Amway Corp released the 2025 strategic plan, officially announced the launch of a mobile studio, to open a micro shop for each direct sales staff to enhance the marketing capabilities of the direct marketing system, and gradually move the line to the next line of sales. This decision or can be used as reference for the direct selling industry. However, there are direct marketing experts said that the network is difficult to turn into a strong relationship between the viscosity, still need to use the strong relationship between the people and the premise.
Direct enterprises to develop electricity suppliers for the blind to follow suit
As the global direct selling industry leader, Amway Chinese into 20 years, performance all the way up to tens of billions of dollars. However, in accordance with the SIM media industry this year released "2014 direct selling in China take the brand enterprise performance rankings, Amway, although still sit tight in the Chinese direct selling industry leader position, but revenues in 2014 has compared to the same period in 2013 fell 6 billion yuan to 287 billion yuan. Compared to the latest report released by the China Electronic Commerce Research Center data, in 2014 China's e-commerce market transactions amounted to 13.4 yuan, an increase of 31.4%. Among them, the single is Ali in last year "double 11" of the turnover of 571 million yuan, there are already more than Amway, perfect, infinite pole three direct sales giant throughout the year in China's total sales. This data is considered as the wind vane of China's direct selling industry trends, but also as a signal to direct enterprises have to transition.
Actually, sansei, Longliqi and lvzhiyun and Luomai etc. more than 14 direct selling enterprises has operations in electronic mall, Nanjing midrib has long been in preparation for the midrib lynx flagship store also at the beginning of success on the line. However, many direct sales companies are just blindly follow, the effect is not optimistic.
As the leader in the direct selling industry, Amway and unlimited Internet + content of the planning has been more cautious, basic responded in the study. In mid May, Amway Greater China vice president of the market in an interview with reporters had revealed that the use of mobile social electricity suppliers to enhance marketing capabilities, but the specific content is still under study. August 2nd, the Amway Corp officially released the 2025 strategic plan, and gradually move the line to the next line of sales and drainage, the experience of service and electronic commerce, this plan or to the entire industry to learn from.
Amway test the water micro shop assistant direct sales
August 2nd, Amway Greater China President Yan Zhirong announced that the launch of marketing personnel mobile studio. It is understood that this is a unified design and development of the Amway Corp and to provide the background operation of marketing personnel mobile studio, similar to the one for each marketing staff to open a micro shop. These micro stores will be integrated into the micro channel ecosystem, with the existing "Amway cloud services" micro channel services, Amway digital port APP and other mobile channels, along with its line of home delivery system, together constitute a Amway mobile social networking business platform.
Direct sales staff into the studio, to share their wonderful life photos, let people know themselves, to shorten the distance between people and their own physical studio form O2O complementary interaction. Then simply share the product information of link to the circle of friends, or micro letter sent to the specific needs of customers, to achieve online sales, the system will directly by the background picking, goods, reduce the direct sales personnel Yahuo, purchase, travel expenses, such as the cost, but also solve the problem of distance of the region. This model is very suitable for the current in the field of consumer goods, is South Korea, green and other brand companies are optimistic about the small business model.
However, Yu said, the above mobile social networking business platform is still in a stage of testing the water, Amway is currently only open to a certain level of marketing staff to join." The goal is to open up all Amway marketing staff before the end of the year. And in accordance with the above approach, Amway is to be all the original need to complete the business online, through the form of micro shop moved to the online, and no longer need to advance the direct sale of goods.
It is understood that, as of now, Amway has started to prepare 10 micro channel platform and 11 P P A applications, in order to transform the original direct system, so that the company fully integrated into the mobile social networking. Yu Fang said, Amway's current online sales accounted for about 30%, we hope that in the next two years to raise this ratio to 50%
Expert: network relationship to a strong relationship between the difficulty
In this regard, direct marketing expert Qin Yongnan pointed out that the older generation of mobile studio is still a short board, direct selling industry or will be younger, the old direct or low cultural marketing staff need time to accept new things. Also in the observation specialist analysis. In the present mature business model, the relationship between businesses and consumers are established in the virtual world, it should be said that the relationship netting. It is very difficult to transform the relationship into a strong relationship. And among people in the direct selling industry had established strong ties. In some extent have help to the industry net, circle marketing conversion rate of growth.
"Traditional direct selling" and "Internet + direct" list of different
Traditional direct selling
1 expand the market by regular or occasional incentive meetings.
Disadvantages: hard, money. Many dealers are not not to earn money, but reduced to the efforts of the conference.
Advantages: face to face communication is more profound
Two by 2 legs to run the market, one can only run one place. Subject to geographical influence, some of the traditional direct sales market area is very fire, some areas are very cold.
Disadvantages: time consuming, laborious, low efficiency, resulting in regional direct sales personnel differences.
Advantages: in-depth market, the development of new customers to help.
3 only invited friends and some foreign friends. It is generally in the team, leaving the team will be difficult to survive.
Disadvantages: invited by geography, marketing channel is not smooth. Team combat development is slow
Advantages: this customer is more loyal, will not easily lose touch.
4 traditional direct selling companies generally need to buy text or video information, but also to subscribe for the product and the initial market development costs.
Shortcomings: the initial investment is high, which is not a major reason for the success of many dealers.
Advantages: there are real feelings, real experience
5 due to the performance of the pressure and the delivery of goods, many dealers discount sales, market confusion.
Disadvantages: serious impact on the interests of the direct sales staff
Internet + direct
1 every day there are network classroom and video conferencing, employees can be very convenient to receive training. Disadvantages: less actual combat, no face to face communication
Advantages: saving energy, do not cause the dealer to the economic burden of the meeting.
2 give full play to the most advanced network advantage, can remain within doors, to do business in the country, all over the world. You can communicate with people in different regions at the same time.
Advantages: saving time, effort, efficiency.
3 invite friends around the country to the network classroom lectures.
Advantages: the organization structure is more flexible and free, compatibility, high survival rate, development speed, high success rate. If you do part time, Internet + direct sales more ideal than the traditional direct. Thoroughly smash the regional concept, the market expansion channel patency.
4 venture capital investment can be downloaded from the Internet to learn about APP, and friends in the online exchange.
Shortcomings: such a direct sales staff to understand the product is not deep, not their own experience, really really feel, really experience.
Advantages: cost down to a minimum, the real opportunity for ordinary people to start.
5 sales and the organic combination of the team, from the root cause to eliminate the phenomenon of discount.
Advantages: a real fair competition. 3
(original title: Online studio or a direct business transformation of the new model)
Editor: small Shen
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