2016-05-31 15:44
New Jin straight enterprises should be how healthy and steady development?
Direct reporting network Beijing May 31st (direct network) according to incomplete statistics, so far the world has more than 100 countries with the development of direct sales industry, sales staff involved in the industry a total of about 40000000. China as a direct selling power, since the 2005 "direct sales management regulations" promulgated, "take a card" has been a focus in the direct selling industry. As of May, according to the Ministry of Commerce direct marketing industry management information system shows that our country has reached 75 public companies to get publicity (according to industry sources, there are still 3 direct enterprises), direct sales staff has more than 2 million 800 thousand people. Beginning in 2016, state licensing speed and express, Jintian international, Empoasca Xuzhou, Tianjin and cure Youde, Ann and four straight enterprises have been licensed, and Shen card army nearly 175.
State licensing such a rapid speed, direct selling industry continues to expand the scale, direct enterprises to standardize the operation at the same time, also there is no lack of radical enterprises, distributors, and bring the impetuous atmosphere, industry chaos frequently. So, in such a large environment, under the trend of the new consumer era, the more shallow, poor strength of the new Jin straight enterprises how to develop healthily and steadily, and promote the direct sales industry to achieve better results?
One view: direct selling license and straw, the layout is the key
License, has been the field of direct marketing is the absolute focus of attention. Straight to take the brand, does mean that enterprises in China to carry out the legalization of direct sales, which is limited to its standard operating conditions. But many enterprises, especially the transformation from traditional industry wading direct "Walker" license seems to be a "million with a token, can freely in the direct selling industry, through direct this special channels enable enterprises back from the dead. Such an idea has an absolute error.
In recent years, the domestic and international economic situation is complicated, facing severe challenges, structural adjustment and transformation and upgrading has been the most important part of the cause of the people's livelihood. Direct marketing industry is no exception, many traditional pharmaceutical companies, chemical companies in the industry as a whole are in weak, have to find a breakthrough, aimed at the direct selling industry, trying to in a smattering of knowledge to enter the direct sales, reverse the operating situation. In direct journey, there are many transition failed case, the most typical example may be direct plate has been suspended, Harbin Pharmaceutical.
According to the direct selling industry sources, one of a well-known domestic pharmaceutical giant is also the direct selling market, Shen card details plan. However, the company does not have a professional team to deploy the strategy, and even some of the leadership of the enterprise is not recognized for direct marketing, with a pyramid, and other negative emotions. Ask, a to understand direct selling nothing and even exclusion from the enterprise really can development and growth in the industry, for the industry into a new energy?? and the direct, do not just a can help the quick release of the "life-saving straw"?
Throughout the direct selling industry, straight enterprises involved in the scandal has been heard, both the dealer team, professional managers, even within the enterprise, "blood transfusion" frequent phenomenon, history even appeared direct enterprises in the licensed operation for a period of time has been revoked the phenomenon of direct selling license. This lesson should encourage budding direct enterprises can draw lessons, and establish a correct concept, direct and wealth, direct selling license also not from once and for all.
In this regard, Ann Hui business school training manager He Qiaojun said: Although there is a special direct sales of its industry, but as a marketing model, in the final analysis can not be divorced from the laws of the market. Thus, the direct view of what the point of view of direct sales model, the direct marketing industry, is essential to determine the value of doing things, the motivation to determine behavior."
Then new Jin direct enterprises to whether the how to do, can hit the ground running, won the first battle of the opening, health steadily in the direct selling industry development and growth?? direct marketing industry on the part of industry professionals visited, summed up the following points:
1, establish the correct concept, for the foundation of the development of a hundred years.
The development of an enterprise, cannot do without the solid foundation, the solid foundation of can help enterprises to become a hundred years tree. In the direct selling industry straight corporate chiefs in strength and financial press, often resulting in later the eager to hope for success, the blind pursuit of the industry trend of performance, and such a situation, and even lead to enterprises in the start at the beginning he has deviated from the track. New Jin direct enterprises to succeed, we must endure loneliness, carrying the temptation, for hundred years career, laying a solid foundation, so can become the final winner.
2, the integration of enterprises need to be cautious, the value of the consensus is the key.
Companies licensed the, dealers, "underground direct enterprises" will swarm, enterprise integration or team affiliated abound, and some direct enterprises often to search for success "shortcut", blind expansion incorporated team, to short-term interests is likely to cause a team affiliated with legacy, backfire, faced with death. Direct selling industry researchers, direct selling industry network CEO National Day said this: "enterprise integration is the sales market, and not the interests of the group, the core should be leveraging each other, complementary advantages, and strive for the long-term development, and between depending on two enterprises or enterprises with the team is the same value view, including cultural, institutional, management can blending and symbiosis."
3, adhere to product oriented, in order to win the market.
License is equal to the performance of the era of the past, companies want to win the favor of consumers will return to the nature of product oriented marketing. Today, the direct selling industry products homogenization serious phenomenon, the main beauty and skin care products and health care field, the market appears vicious competition. Regardless of is the veteran army or new Jin direct enterprises, in order to win the consumer market, focus on innovation, increase investment in science and technology research and development of technology, adhere to the production of high-quality, high-tech, septum, customized, personalized, green and healthy innovation brand products, consumers win reputation and trust, in order to get the market share.
4, do a good job in strategic planning.
New Jin direct enterprises to enter the direct selling industry, must do according to one's abilities, do a good job in strategic planning, and each came to this platform manipulator or professional managers according to company strategy, through the practice of precipitation and accumulation, to a step toward more long-term future. Tianjin Zhongwei executive president Yung Chi Tang said this: "new Jin straight enterprises, especially to the transformation of traditional enterprise development difficulty really great, the need of comprehensive factors, rather than a single product, talent, models and other factors. And the company's top and board of directors on the direct investment and expectations, the layout of the direct selling market and strategic planning, to a large extent determine whether the firm can unswervingly go down. So, strategic planning is very important for a company's sustainable development, but a lot of new enterprises are basically the lack of effective strategic planning." 3
(original title: durey Consulting: new direct enterprises how to healthy development? (a))
Editor: Xiao Shen
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