2017-01-03 15:31

 

Ouyang article: direct sales ＂record＂ should ＂burn＂ what?

 

Beijing news network January 3rd hearing] (Ouyang Wenzhang / author) into the year of 2017, China's direct sales on the track of the rule of law will enter the 12 year. If the direct marketing is compared to a "Symphony", then in this "record" should "burn" what? This is the direct selling in the new historical conditions set sail once again need to answer the question. As a long-term study of direct marketing theory and the development of direct observation of scholars, my view is mainly:
Development: the main theme of the direct selling industry"
Ten years of direct selling is the development of the past ten years, the development has become the direct selling industry, the main theme". February 2006, with the first direct selling enterprises landing, 10 years, the rapid development of direct selling enterprises. According to authoritative departments direct marketing industry management information system, as of the end of 2016, a total of 83 direct selling enterprises, an increase of 47.9%. From the point of view of the nature of enterprises, as of the end of 2015, domestic enterprises 44, an increase of 76%; foreign-invested enterprises, an increase of 17.4%.
From the geographical distribution, as of the end of 2015, China's direct selling enterprises are currently distributed in 19 regions, an increase of more than 2014 in 4 regions (Inner Mongolia, Hebei, Chongqing, Anhui). As of the end of 2015, China's direct selling enterprises a total of 13531 service outlets, an increase of 15.1%, of which self service outlets accounted for about 13.8%, join or authorized service outlets accounted for 86.2%. Among them, Shandong, Guangdong, Jiangsu, the largest number of service outlets in 3 regions.
From the scale of assets, as of the end of 2015, in all enterprises with direct sales license, there are 3 listed companies, 3 state-owned holding company, a total of $129 billion 617 million of assets of the 71 companies, the staff of 37 thousand and 200 people. Among them, 73% of the size of the enterprise assets of less than $1 billion. From the number of employees, the number of direct sales enterprises in China more than 1000 employees, the number of employees in the company between 100 to 1000 people, the number of employees less than 100 people in the company of 25% people, the number of employees in the number of employees of more than 11%.
From the business point of view, as of the end of 2015, China's direct selling enterprises selling cosmetics, health care products, cleaning supplies, health care equipment and small kitchen appliances and other 3865 kinds of direct selling products of the 5 categories, an increase of 13.8%. Among them, the number of top cosmetics, accounting for 80%. From the business situation, 46% of direct selling enterprises only sell products of the class of 1, direct sales of more than 31% categories of enterprises selling more than 3 products. 72% of the direct sales of enterprises in less than 50 kinds of products.
At the beginning of last year, public opinion monitoring room and third party data agency Helen international direct marketing research center jointly issued the 2015 China direct sales performance report. The report shows that the total performance of 38 companies has reached 193 billion 790 million, close to the mark of 200 billion. From the data point of view, in 2015 the total growth rate of foreign-funded enterprises was 18.53%, with an average growth rate of 54.10%; the total growth rate of domestic enterprises was about 51.54%, with an average growth rate of about 112.38%. Although the overall performance of the overall performance of foreign enterprises produced by domestic enterprises to produce super, but can also see that the domestic enterprises overall performance growth rate is greater than the visible foreign enterprises, domestic direct selling companies a good momentum of development, is developing at high speed. According to reports, the network marketing analysis, in 2016 China's direct selling business sales increased slightly from the overall perspective, estimated at 200 billion yuan from top to bottom.
Integrity: direct selling industry "high notes"
"The prohibition of marketing regulations" and "direct selling regulations" the promulgation of policies and regulations from the first clear definition and specification of the direct selling behavior and business scope, provide legal guarantee for the healthy development of the direct selling industry. Through ten years of efforts, and gradually formed a direct selling enterprises from market access to market transactions to the entire process of illegal investigation and supervision system, to achieve a government regulation, corporate self-regulation, social supervision of the co governance mechanism. Over the past ten years, China's direct selling industry has greatly improved the degree of self-discipline, integrity management has become an amazing high notes".
Participate in the signing of the self-discipline convention (Declaration), consciously accept social supervision. In mid December 2014, Anhui province Industrial and Commercial Bureau even bargain in Anhui Province Bureau organized the joint meeting of the direct selling industry self-discipline, 18 direct selling enterprises in Anhui Anhui branch responsible person signed the "Convention of Anhui provincial pin self-discipline joint meeting at the meeting". At the meeting, the delegates on how to regulate the orderly development of the direct selling industry exchanges. In late December 2014, Henan province Industrial and Commercial Bureau in Henan direct selling enterprises, provincial branches responsible for convening meetings of 8 direct selling companies jointly signed the "Convention of Henan provincial pin industry self-discipline".
To participate in the signing of the self disciplinary Convention (Declaration) is the largest in December 2015 in Shanghai, China's 2016 direct marketing industry development conference on international norms. At the meeting, 59 representatives of the domestic direct selling enterprises jointly signed the Declaration on the self regulatory commitment of direct selling enterprises. "The new ten" declaration pointed out: direct selling companies strictly abide by the laws and regulations, strengthen self-discipline, integrity management, to achieve the organic unity of economic and social benefits; to establish the correct values and business philosophy, unity and mutual assistance between the direct selling enterprises, and jointly create a market environment for fair competition; follow the trading principles of voluntary, equality and honesty first, respect for the consumer to choose the right goods or services, effectively prompt the business risk, not compulsory transaction; pay much attention to the protection of rights and interests of consumers, distributors, dealers, employees, business to prevent acts detrimental to the reputation of the industry; the strict implementation of the "cool" system, fulfill the obligation to return in accordance with the law, shall not delay or refuse to return goods etc..
Over the past ten years, direct sales enterprises to take the initiative to the bottom line of thinking, through the establishment and improvement of internal control mechanisms, the implementation of self-discipline. Harm of many direct selling companies direct sales staff to fully understand the education pyramid, away from the pyramid and other criminal acts, and to take effective measures to prohibit direct sales, distributors and other related business partners engaged in marketing and other illegal and criminal activities, to effectively prevent the MLM organizations and persons involved in business management. They do not recruit laws and regulations to prohibit people engaged in direct selling activities, rational design incentive system. Do not use deceptive, misleading or unfair means of recruitment, not to deceive the market opportunities and demonstrate the advantages of enterprises, do not denigrate other enterprises. Resolutely resist exaggerated propaganda, false propaganda. Many direct selling enterprises actively advocate the harmonious and honest socialist core values, strengthen the education of business ethics, firmly establish the concept of good faith management. They actively establish and improve education and training, conference preparation, dealer management, after-sales service and other rules and regulations, to lay the foundation for the smooth operation of business activities. Many enterprises require direct branch to carry out a thorough investigation on regular branches, distributors and service outlets, focus on examination of capitation, enterprise culture propaganda, training meetings, customer service service, network construction, identify problems and timely corrective and improvement of self.
Responsibility: direct selling industry "and vocal music"
2013, the State Administration for Industry and Commerce issued a direct marketing enterprises to fulfill social responsibility guidelines, made it clear that the direct marketing of corporate social responsibility, including but not limited to the following: first, the legal social responsibility. Abide by laws, regulations, rules and regulatory documents, and actively safeguard the legitimate rights and interests of consumers, direct sales staff, employees and social public interests. Two is the economic and social responsibility. To create a fair, safe and stable order of competition in the industry, with high quality professional management, continue to shareholders, employees, direct sales and the public to create economic value. Three is the moral and social responsibility. To promote public welfare, actively participate in social welfare activities, support the national industrial policy and environmental protection policies, conserve resources, protect and improve the natural ecological environment, and support the sustainable development of society.
In the past ten years, fulfilling social responsibility has become the direct selling industry and vocal music, which has made important contributions to the stability and harmony of the society. It is understood that in 2015 China's direct selling enterprises invested 710 million yuan in public welfare undertakings, an increase of 12.19%, of which domestic enterprises spending $330 million, foreign companies spending $380 million. It is understood that China's more than and 60 direct selling enterprises set up a corporate public fund. Peking University direct sales Industry Development Research Center released the latest survey report shows that the direct selling industry to carry out public welfare undertakings have a clear demonstration and drive. So far, there have been more than 20 direct selling companies issued a corporate social responsibility report, there are nearly 30 direct selling industry to set up the foundation of the enterprise and the special fund, this figure is still growing. From these figures we can see that the direct selling industry social responsibility report released the proportion and the establishment of corporate fund and special public fund proportion is far higher than other industries, the enthusiasm of the direct selling enterprises to make public is far higher than other industries. The direct selling industry contributes to an average of 500 million yuan per year, and over the past 10 years, the total amount of donations from the direct selling industry is already close to 5 billion. The direct selling industry continued to carry out public welfare projects related to environmental protection, health, women, children, education (Project Hope), precise poverty (agricultural industrialization), courageous etc..
Direct selling is a public interest in the industry, so there is a clear feature of the public interest in the social activities. Like Amway, perfect, unlimited, sansei, new era, Kangli, Longliqi, Keti, lvzhiyun, Enron, Tiens, Yan Di, midvein, Herbalife, Jian, Kang Ting, Shaklee and other direct marketing enterprises to carry out charitable activities, usually direct sales and direct sales companies jointly invest money, to invest, so the "to effect", the staff may be driven by consumers, salespeople may also be members of the family, every year, this part of the number of more than 5 million people. This is a unique social contribution to the direct selling industry.