Observation: direct marketing to correctly handle the relationship between government and market

2017-01-13 16:38

China Direct Selling News > Headline news >

[report] net Beijing on January 13th news (reporter Xiao Xiao) in January 11th, the office of the State Office issued a "guidance" on the innovation of government resource allocation mode, stressed the need to fully play a decisive role of the market in resource allocation and better play the role of government, reduce direct government allocation of resources, the introduction of market mechanisms and more market means, improve the efficiency and effectiveness of resource allocation.

Straight thing (WeChat ID:cndsn-zxbdw) noted that the direct marketing industry has been able to develop rapidly, which has an important relationship with the government and the correct handling of the relationship between the market. Since the global financial crisis in 2008, the development of direct selling industry is getting faster and faster, in 2015 sales of more than 190 billion in 2016 is expected to exceed 200 billion.

"Invisible hand" role

Direct selling industry market mechanism for resource allocation has been formed

Chinese market core expert committee of experts Ouyang to direct the article on the "straight thing" (WeChat ID:cndsn-zxbdw) said that the eighteen proposed, to a greater extent and in a wider range of markets play a fundamental role in the allocation of resources, the party in the third Plenary Session of the 18th CPC Central Committee to market in the allocation of resources to the basic role modified as a "decisive role", this is a new breakthrough in understanding of our party to the socialist construction law China characteristics. Direct sales industry development practice shows that only the market this invisible hand play a decisive role in the formation of market allocation of resources mechanism.

Direct selling industry market mechanism for resource allocation has been formed. Straight thing (WeChat ID:cndsn-zxbdw) made a careful combing, mainly in the following areas:

First, the implementation of negative list access management. Direct marketing management regulations list of prohibited and restricted access to the negative list of direct selling industry, as long as the list can meet the conditions of free access, that is, the law can not be prohibited". Despite the negative list of direct selling enterprises "what not to do, and the provisions of the positive list of direct selling enterprises can only do what, for the market to provide more space to play a role, reflect an important shift in thinking in the relationship between government and market. After the negative list, the development of direct selling enterprises will rely more on their own in the market competition.

Two is the implementation of a unified market supervision system. In the past, the direct selling industry or the emergence of a number of local or covert protection, market segmentation, the restriction of fair competition, the "land policy" and "unspoken rules"". These practices in the short term seems to be conducive to the development of local direct selling enterprises, but due to distort the allocation of resources, contrary to the principle of fair competition, the excessive competition of direct selling enterprises. The implementation of the business department and the Department of industry and Commerce direct qualification, strengthen the unified market supervision, public security departments of the crackdown MLM direct sales market supervision system, the direct selling industry in the rapid development of norms.

Three is to strengthen the construction of social credit system, the formation of the rule of law business environment. China's direct selling enterprises to establish and improve the social credit system, and gradually improve the direct selling enterprise credit records, direct marketing enterprises to cultivate the behavior of trustworthy behavior norms, the formation of the rule of law business environment. Over the past few years, the direct selling enterprises have been actively involved in the organization of industrial and commercial organizations around the norms of direct marketing activities, while carrying out the activities of social responsibility, covering a wide range of more than any one industry.

"Visible hand" focuses on guiding regulation

Direct allocation of resources directly to the government to reduce the situation

The office of the State Office issued "on the innovation of government resource allocation mode guidance", to further clarify the role of guidance and regulation to greatly reduce the allocation of resources by the government directly, the government needs to play a better allocation of resources. Ouyang article believes that the government directly to the direct allocation of resources in the industry to reduce the situation, the direct and rapid development of the industry to confirm this point.

"Straight thing" (WeChat ID:cndsn-zxbdw) found that although the market plays a decisive role in the allocation of resources, but the government did not completely withdraw from the allocation of resources in the field, in the direct selling industry, the direct government allocation of resources is much less, mainly in the direct selling industry guidance and regulation. For example, direct access to the right of approval, approval of direct selling products, direct marketing activities, such as the right to regulate.

"Straight thing" (WeChat ID:cndsn-zxbdw) found that the approval of direct access, direct marketing management regulations have clear provisions. To become a direct selling enterprises must have four conditions, are indispensable. As investors have a good business reputation, before applying for 5 years no major illegal business records; foreign investors should also have more than 3 years in China overseas engaged in direct selling activities experience; paid not less than 80 million yuan of registered capital; in accordance with the regulations specified in the full payment of the deposit bank established in accordance with the provisions; the system of information reporting and disclosure. With the above conditions to obtain direct selling license of the enterprise has 83. The direct selling regulations and the relevant documents of the Ministry of Commerce of the direct selling products are also clearly defined.

Straight thing (WeChat ID:cndsn-zxbdw) noted that the government is focused on the allocation of resources to guide and regulate the mobilization of direct selling enterprises in accordance with the law of the enthusiasm and initiative. Over the years, direct marketing enterprises in accordance with the provisions of the basic direct sales activities, the emergence of foreign investment, such as Amway, such as the new era of domestic direct sales of advanced models. Perfect, three, Longliqi, Kangli, Tiens, etc. is the direct selling enterprises, conscientiously organize direct selling personnel to study the direct selling regulations, guidance of direct sales personnel in strict accordance with the provisions to carry out direct marketing. At the same time, these direct sales companies once the market irregularities, immediately take drastic measures to ensure that direct sales activities are not illegal, not involving transmission, does not cause group events.

Adhere to the "two points" and Dialectics

Direct selling industry hope that the role of government and the market to further complement each other

The direct selling industry how to implement the office of the State Office issued a "guidance" on the innovation of government resource allocation mode of Ouyang? The article on the "straight thing" (WeChat ID:cndsn-zxbdw) said that the relationship between the government and the market, the direct selling industry should adhere to the principle of dialectics and the theory of two points, the "visible hand" and "invisible good hand".

Ouyang article that the role of government and the market is not antagonistic, but complement each other, the need for co-ordination, complementary advantages, organic integration, synergy. Therefore, we should make a clear distinction between government and market boundaries, where the market can play a role, the government should support to decentralization, deregulation, not to intervene; where the market can not play an effective role, the government should take the initiative to fill the seats, we must resolutely tube, tube in place, the level of the tube pipe. The innovation of government resource allocation mode, not only to break the existing barriers of interest determination and courage, but also have an antidote against the disease steadily, patience and wisdom. Straight thing (WeChat ID:cndsn-zxbdw) learned that the government's direct development of the industry norms much more attention than before. Sponsored by the State Administration for Industry and Commerce antitrust and unfair competition law enforcement bureau of the 2016 Chinese direct selling industry standard development of international seminar, deputy director of the State Administration for Industry and commerce, Wang Jiangping stressed that the direct selling industry must adhere to the bottom line of thinking, to ensure that no involving transfer of pin, not involving fraud, "Pyramid" does not lead to social groups event.

It is a very important work for the government to adjust the relations of production and modify the direct selling regulations. "Straight thing" (WeChat ID:cndsn-zxbdw) is concerned that the current direct selling regulations do need to improve the place, the direct selling industry experts and scholars have been calling for many years. Relevant government departments have held a number of forums to solicit opinions from all sides, in 2017 should be modified directly into the Legislative Council of the State Council Legislative Affairs Office of an important work. Modify and improve the direct selling regulations, the healthy development of China's direct selling industry is essential." Ouyang article said.