2016-06-23 15:24
To expose the three myths about subversion of the direct selling industry Melaleuca
[straight news network Beijing June 23 hearing] (Taiwan Commercial Times) a wide set of store, grab cheap business opportunities, make ordinary image, Melaleuca Taiwan get rid of direct selling industry inertia business thinking, sent to the first, into the Taiwan 2 00000 households.
By parity, plain commodity, Melaleuca created more than 650 last year, the annual salary of 15 million yuan or more direct membership.
It is the direct selling industry leading Taiwan An Li (Amway) daily necessities, the number one enemy!
A bottle of special price 260 yuan of powerful laundry detergent, 200 yuan of concentrated detergent, a pack of 115 yuan organic Ikegami meters... , into the Taipei Train Station of glass curtain office on the third floor of the building, not here to Carrefour, not the entire joint welfare center, but Taiwan's largest membership chain pathway, Melaleuca living museum.
On the cheap, plain commodity, Melaleuca last year, not only to create more than 650, annual salary of more than 1.5 million yuan of direct membership, has entered the Taiwan 2 00000 households, revenue last year amount exceeded 4.8 billion yuan, after the six billion four hundred million yuan of Amway Taiwan, for the sixth consecutive year sustain revenue more than 101% of double-digit growth rate, become the direct selling industry new Bangyan.
In addition to sell price level rise time is short, melaleuca.
Control of seventy years eldest brother elder brother Amway, Melaleuca from set up branch offices in Taiwan, leapt to the direct selling industry Bangyan, only to spend time for twelve years. According to the Executive Yuan fair statistics, especially over the past five years, just is domestic direct selling market pie, from year to year 68 billion yuan peak, reversal straight under to the last fifty-one billion.
Direct selling industry did not catch up with the golden age of Melaleuca, what talent shows itself?
A myth:
There can be a shop? 70% of revenue last year by sales contribution
"With a head in doom stem!" Melaleuca Taiwan general manager Liu Shuchong said, Taiwan Melaleuca began to set up the early Melaleuca Asia first branch initially by the dish detergent, laundry detergent for the main products, in the direct selling industry is cognition is "mice" in, to break out of an encirclement can only rely on "sandals" fought running street battles grab opportunities.
Therefore, to establish the confidence of direct membership, Melaleuca Taiwan decided to break the direct selling industry "non store sales," the myth, the establishment of open shelf delivery outlets, creation and other direct selling industry differentiation. "The initial funding pressure on open access, global Melaleuca never to do so, to be honest, not successful, is really not sure. "Liu Shuchong hindsight.
Direct marketing business entity network composite strategy worked. In February of 87, Melaleuca in Taipei was established the first store locations, the second half of the front was pulled into the Taichung and Kaohsiung. At present, throughout Taiwan have 24 Melaleuca living museum, locations throughout Taitung, Oonbayashi Kuroku, Pingtung Chaozhou and other city and county towns, 4.8 billion yuan in revenue last year, more than 70% is store locations to create sales performance.
Melaleuca Taiwan succeeded in breaking the boundaries of the direct selling industry and physical channel, also bring, including American new (Nu Skin) of the direct selling industry to follow up.
Myth two:
Have to go at high prices to sell cheap goods continued to purchase rate as high as nine
Chairman of the direct selling association of the Republic of China, Amway Taiwan general manager Chen Huiwen pointed out that retail industry channel fuzzy, is the recent years domestic industry trend, physical channel can strengthen the confidence of consumers to the brand, Li, Melaleuca, he Fu Bao domestic top three distributors, in the past few years is on channel innovation can lead to sustained growth.
However, the physical channel replaced high, sell and dishwashing liquid, laundry detergent makeup and beauty products etc. life department, Melaleuca and how to in the follow up enemies, continue to the contrarian growth?
Analysis on the South University international marketing professor Chen Defa, deliberately put low members to join the threshold, even hit parity life department store, maintain up to more than 90% of goods repurchase rate is Taiwan Melaleuca results of steady growth, is not affected by other factors for success in climate undulation.
In fact, from Melaleuca Taiwan established early to now, dishwashing liquid, laundry detergent and essential oils series home goods, still ranked sales ranking the top three; Taiwan Total 200000 members, average monthly consumption amount, although only about 2000 yuan, but only replace had the family life activities of the budget.
"Don't bring members of consumer pressure, there is no pressure to stockpile. "Chen Defa analysis, Melaleuca has not to hundreds of thousands of, million health food when the main commodity, which makes Melaleuca Taiwan compared to other direct sales system, absorb members of the resistance is the smallest consumers to develop out shopping behavior of timing, quantitative, direct members also had persistent income, bonuses and the number of the members are not violence and violent fall is standard steady long-term business.
Myth three:
Can play the hero? No recognition of the general assembly and the title of the red carpet
Melaleuca Taiwan and the traditional direct selling industry is different, and the rejection of individual heroism, level oriented organizational culture. "Someone else's direct selling industry is a dream of making big money, and we sell it. Liu Shuchong said.
This year's mid autumn festival day, Melaleuca Taiwan in Linkou gymnasium to do the annual million people in recognition of the general assembly, the highlight is the natural day training course after dinner.
No impression distributor rally, starting from the entry port red carpet and diamond shining crown, Melaleuca Taiwan dinner plain like a small and medium-sized enterprise enterprise Beano, million people do table per table budget is one - third of the Amway, group, is even the evening performances, or Melaleuca Taiwan a competent, personally to the sea, stage fright of the Korean boyband Super Junior dance "sorry, sorry", only to won the outstanding distributors a smile.
That ordinary, plain tissue culture, but also reflects the value of thinking Melaleuca leaders.
To Taiwan in Melaleuca Taiwan Melaleuca global president and executive long van taxi (Frank L.VanderSloot) stressed bear hunting, fishing for big fish's rapid success is not worth are encouraged, helps ordinary people to create success. It is the core value of Melaleuca his business, and to have this idea, and his early business Melaleuca failure experience have direct correlation.
24 years ago, Melaleuca is an on the brink of bankruptcy of MLM company essential oil, Texaco fan following, and other marketing industry as, expand their membership stockpile to the hands of customers, surface on the performance of the company to grow quickly, but in the end it due to excessive credit expansion almost to withdraw from the market, let him completely cognition to, there is no such thing as a fortune overnight business, since then change the management style of Melaleuca.
Not superstitious sales myth, do not encourage the heroic style, from a wide set of outlets, grab life department store business opportunities, to sell ordinary image, Melaleuca Taiwan break of the direct selling industry inertia business thinking, also found the blue ocean business as a shortcut. 3
Editor: Xiao Shen
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