2015-08-28 16:23

 

Direct selling enterprises cross-border marketing, pace again big also not forget

 

[CNDSN8] 28 days (the first direct network) in the direct sales industry, cross-border business is not what is new. In recent years, with the development of the direct selling industry big step, more and more enterprises began to enter the field of direct sales of other industries. Finance, entertainment and tourism...... It cover and contain everything. When the play cross-border became a popular, whether we need to calm down and think about, cross-border Zhenru outside preached that is full of endless possibilities and opportunities?? How many direct selling companies across the past, but also can stand?
Homegrown be more in name than in reality
There are some direct selling enterprises play cross-border homegrown too. For example, midvein and media Toupai movie "hero of war", square piece to the campaign, pocket mad to buy a movie ticket for three days before, and encouraged the customers to buy bundles way to buy tickets for the film. Although the film side to buy their own movie ticket phenomenon exists for a long time, but like "the hero of the war, such large-scale purchase behavior of pure Gandour is extremely rare. The channel and media and cinema, is the realization of revenue, but the underlying damage to the interests of salespeople.
To mobile phone, for example, Tianfu of the earliest day U.S. official, indirect Zhenhua Obi Wan communication equipment Co., Ltd. in cooperation, launched Golden Phoenix and other mobile phone, built-in Tianfu tea culture network, service phone app; gold, and associate the company cooperation, launched gold, Lenovo Mobile, built-in gold day network business school, gold, e, e popular software; March 2015, lung nilfisk launch Longliqi Xingyao phone, built-in app enterprise members of the order system...
Through these three cross-border communications industry can be seen, these phones are built in the enterprise APP, and there are no regular channels in the sale. In a strict sense, this is more like a business for the direct sales staff specifically to build a mobile phone. According to online information display, in 2013 listed the Golden Phoenix mobile phone price 4000 yuan a price comparable to high-end mobile phone. There are users claimed to be free of charge, but also to make money. This ticket with midrib similar in nature, are in fact by salespeople internal digest.
These always jump out of direct sales products and more straightforward to say, is that there is no real consumers, no real consumption value of the products, it can cross called?
Mired in disarray
Cross border operations in the early need to find a suitable industry, and fully understand the industry, and to find out what the main production in the end there is much to do, and can produce the expected industrial cluster effect. And a lot of direct selling companies in the attempt to cross the border, in fact, there is not enough understanding of the other industries, often is not across the past but mud foot deep.
In case of fudi. Fudi in May 2012 and efubo belongs to the Guangzhou rich treasure of Information Technology Co., Ltd. Company reached a cooperation, cross-border integration business. However, Fudi efubo mall has repeatedly traced to suspected pyramid. Fudi Yi Fu Bao mode is: pay 5 million yuan to purchase goods and join as manager after the number up to 8 people become a poineering group; after from the start of the group into the group of wealth, with 15 people can earn 56000 yuan, then the full 15 people and earn more than 230000 yuan, and finally earn more than 90 million yuan.
May 16, 2012, Yunnan Qujing City Public Security Bureau cracked the alleged "5 - 16 large network marketing case suspect Zhu is in Xuanwei City to introduce recommended Yi Fu Bao mall model. But when efubo involved in "suspected pyramid" after the incident, Chen Huaide and his rich treasure and Fudi began to draw a line. Fudi crossover is not, but in MLM quagmire, it The loss outweighs the gain.
Cross border operations into incentives
Case study of cross-border insurance for direct selling enterprises. Kang beauty Yichuang mode, but also the integration of the Kang beauty conservation projects, according to different development stage of dealers, Kang beauty to dealers insurance packages of services provided free of charge, life insurance, public transport accident insurance, critical illness insurance full coverage. Hainan Hui students also announced the launch of the cooperation mode of medical insurance, as dealers for serious illness insurance, security dealers and healthy life. To achieve a certain level of the dealer, the company will serve as a member of the interests, free of charge to the insurance.
It can be seen that the direct sales enterprise insurance program is a disguised form of incentive dealers project. Not just the insurance industry, including one to enter the hotel industry and the development of culture tourism projects of direct selling enterprises, in fact, but is ultimately dealer incentives, the reception member meetings, training venues.
Deviate from the essence of direct selling
Cross border, the need to achieve multiple brands from different perspectives to meet the interpretation of the same type of user characteristics and needs. Cooperation between the two sides through strategic amendments to the organic interaction with partners, and thus access to resources, capital, management, personnel, consulting, human resources and other aspects of the synergy.
Cross border cooperation requires long-term and huge investment, some direct enterprises did not understand the real needs of the enterprise is to develop a more quality products, better service and reputation, did not return to the essence of the development of direct sales. Although Fudi to seek new breakthroughs, but from the Fudi cross-border education industry and the Internet industry experience and do not break into but would be a step backward. In 2014 failed to Fudi is now expected sales performance, the enterprise suffered huge losses.
Return to the nature of direct sales, for the direct business, to do a good job selling products is the most fundamental. If the blind cross-border operations, can not be deviated from the essence of the development of direct selling enterprises. There is no specific research core products of the spirit, even if there is no use of the cross again many of the "circle".
A lot of companies are obsessed with the mode of direct sales, that direct sales as long as any product, will produce magic. But direct marketing itself is an ordinary sales channel, only illegal pyramid schemes have the magic, will make the product itself lose significance.
Direct selling license should not be direct selling enterprises "trickery" amulet, so-called cultural products, financial products actually are beyond prescribed by the Ministry of Commerce direct areas. Direct selling enterprises once into the gray area is likely the same as the chicken - not eclipse the rice. 3
(original title: direct selling enterprises cross-border marketing, pace again big also not forget)
Editor: small Shen
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