2017-05-02 12:21
Ouyang article: direct marketing should pay attention to the basic role of consumption
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[report] net Beijing on April 25th news (reporter Xiao Xiao) "the direct process, is the ownership of the products by the enterprise to consumers, on the supply side structural reform, direct selling enterprises should pay attention to the basic role of consumption in economic development." China Marketing Association direct expert committee of experts Ouyang article to the straight thing (WeChat ID:cndsn-zxbdw) as above.
Not product oriented
Do not pay attention to the basic role of consumer phenomenon serious
2016, China's direct marketing industry reached about 200000000000 yuan, a new growth over the previous year. Straight thing (WeChat ID:cndsn-zxbdw) combing through the investigation and found that the real consumer services for less than 20% of the amount of marketing. In this regard, Ouyang article, appear this kind of circumstance that there are many direct selling companies have not really product oriented, but the direct marketing as a "business opportunity", which is contrary to the basic principle of direct selling should serve the consumer.
Over the past few years, direct selling companies suspected of illegal or suspected pyramid schemes are more, and some direct sales business is quite serious, and even the direct sales personnel on suspicion of pyramid schemes were arrested by public security organs. Where is the problem? The article on the "Ouyang straight thing" (WeChat ID:cndsn-zxbdw) said that the alleged violations or suspected pyramid schemes, in fact there is no direct selling company work on the transfer of ownership of the product, give up the product oriented the direct intention, put the product only as props to "pull the head". This is the root cause of the problem.
Do not pay attention to the basic consumption phenomenon how serious is Ouyang? The article on the "straight thing" (WeChat ID:cndsn-zxbdw) said, the end consumer direct selling products consumption, can reach more than 40% even if the direct basic health, if less than 30% or less, direct development in the state of health. Therefore, the current direct selling process does not attach importance to the basic role of consumption phenomenon is quite serious, must be directed to solve this problem.
Attach importance to basic function
The key is to release the market potential of direct selling products
Straight thing (WeChat ID:cndsn-zxbdw) noted that the market potential of direct selling products is very large, in terms of health care products, direct sales of enterprises accounted for only about 20% of the country. Ouyang article believes that only continue to release the market potential of direct selling products, direct marketing enterprises can really pay attention to the basic role of consumption.
How to release the market potential of direct selling products, which is a policy problem. Ouyang article on the straight thing (WeChat ID:cndsn-zxbdw), said the importance of the basic role of consumption, the direct release of the market potential of the product, from the following three aspects:
First, optimize the supply structure of direct selling products. "Straight thing" (WeChat ID:cndsn-zxbdw) noted that the pace of upgrading the consumption structure of urban and rural residents in China is accelerating, for example, the overall consumption, service consumption in raising the proportion of the service consumption growth is accelerating, and some quality consumption in consumption and fast and consumption upgrade trend. However, many direct selling enterprises have not really aware of this form of consumption upgrade. Ouyang, the article pointed out that the direct selling market in a sense is the service consumer market, a direct sales rose fast direct selling enterprises, their products are often upgrade items, so the sales performance is flourishing, especially the special new direct product, is very popular on the market. Optimize the supply structure of direct selling products, for the release of the direct market potential is essential."
The two is to board the "Internet plus" commanding heights. At present, many enterprises have begun to become attached to direct and "Internet plus", but on the "Internet plus" commanding heights are not many. Straight thing (WeChat ID:cndsn-zxbdw) found that most of the direct selling companies actually engage in + Internet, has not really done cloud direct". Ouyang article believes that the development of direct selling enterprises cloud direct, as long as it does not violate the direct selling regulations and other policies and regulations, it should be an effective way to release the potential market. In this regard, Amway (Chinese) see things early, fast action, basically have boarded the "Internet plus" the commanding heights of their online and offline marketing activities are very active, worthy of promotion in the direct selling industry.
Three direct sales to sell down, ground gas". Straight thing (WeChat ID:cndsn-zxbdw) found that many direct selling products ordinary people do not know, and even the old direct selling enterprise products, ordinary people do not know much. Ouyang article that, to release the market potential of direct selling products, direct sales of the enterprise must sink, ground gas, so that ordinary people together to share. Only in this way, the basic role of consumption in the direct selling industry to give full play to.
Enliven the market focus on Culture
Direct selling enterprise culture must be consistent with consumer culture
Enliven the market, which is the key to direct sales enterprises pay attention to the fundamental role of consumption. Straight thing (WeChat ID:cndsn-zxbdw) noted that Ouyang articles have had an in-depth study, that is to enliven the market focus on culture, direct selling corporate culture must be consistent with consumer culture.
The process of direct selling is actually a kind of cultural phenomenon. This culture is not just corporate culture, as well as consumer culture. Consumer culture refers to a certain historical period, the sum of people reflected in material and mental production, social life and consumption activities in the concept of consumption, consumption mode, consumption behavior and consumption environment. Ouyang in the article "to deal with the relation between" enterprise culture and consumer culture in an article pointed out that consumer culture is the basis for the development of enterprise culture, therefore, the direct selling enterprises to establish the positioning of corporate culture based on consumer culture; enterprise culture should show a kind of social responsibility, therefore, to protect the interests of consumers is the fundamental guarantee of the enterprise culture and consumption culture; direct selling enterprises in-depth studies of consumer culture, is to make consumers feel the product through direct carrier of advanced enterprise culture. Practice has proved that all direct selling corporate culture and consumer culture coincide, then the development of direct selling both fast and good.
Straight thing (WeChat ID:cndsn-zxbdw) noted that the veteran's direct selling enterprises pay more attention to corporate culture and consumer culture, such as Amway, the new era, such as. They have a common characteristic, that is, according to different consumer groups, to provide a variety of direct selling products, so that consumers feel the advanced nature of corporate culture, and thus the direct selling products of these companies prefer. Direct selling enterprises to study consumer culture, in order to conduct their own corporate culture to consumers, the basic role of consumption can be reflected in the development of direct selling enterprises." Ouyang article said.
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