[direct network reported, Beijing, March 30 hearing (reporter Shen Jie) "straight thing" (micro channel ID:cndsn-zxbdw) noticed on March 25 this year, the website of the Ministry of Commerce issued the Ministry of Commerce, the State Administration for Industry and Commerce Announcement 2016 No. 7 on the scope of direct product announcement ", the Ministry of Commerce, the State Administration for Industry and Commerce of the direct product range adjustment, increase the" household appliances ", also notice also said" Ministry of Commerce and the State Administration for Industry and Commerce will according to the direct selling industry development status and consumer demand adjust the scope of direct selling products ". This shows that household appliances have been formally incorporated into the scope of direct selling products. So, household appliances to become the sixth major categories of direct selling products will bring about the opportunities and challenges?

The new pattern, the new fertile ground

Household appliances into direct sales or ease the phenomenon of product homogeneity

"Straight thing" (micro channel ID:cndsn-zxbdw found: to many people in the industry think today is the increasing homogenization of the product marketing era, product homogeneity in short is copied too many, the lack of innovative products. In addition to blindly follow the trend, more important is direct products of only five categories. However, five categories and not keep pace. On the contrary health care products and cosmetics, daily necessities often homogenization serious. Health care products often effect is to enhance immunity, anti fatigue, etc.; cosmetics is a whitening, moisturizing, acne and other effects; and eventually led to the direct selling products in the content, quality, content of science and technology, value tends to be no differentiation, the attendant is a lack of differentiation business among the enterprises. Breaking the homogenization of the inevitable need for innovation, but also need to relax the scope of direct selling products.

With the Ministry of Commerce, industry and Commerce will be incorporated into the sixth major categories of home appliances direct selling products, to a certain extent, will accelerate the direct selling enterprises to change the current product homogenization phenomenon. Prior to a lot of direct selling companies have begun to invest in the production and sales of home appliances. And according to the 2015 China's direct selling products research report "pointed out, 2015 the direct product of the five categories of species, types of cosmetics, most, including cosmetics, health food, cleaning activities, health care equipment, small kitchen utensils are approximately 81:11:5:2:1; at the same time report also pointed out that, with the outbreak of the haze weather, future water purification products and air purification products will show explosive growth, coupled with the current China's air purification industry penetration rate is very low, the air purification industry is still in the period of rapid growth, considerable profit, profit at least 50%, some even up to 3 times. Therefore, the home appliance can enter the direct selling product range seems to become the inevitable trend. However, with the rapid development of home appliances market in the future of the direct selling industry to see, to ease the premise of product homogeneity is bound to the market's potential demand.