2016-09-18 15:45
As a global decline in performance after the handsome old direct selling enterprises in difficult position
[news] September 17th Beijing reporting network (Chinese business network) established direct sales enterprises situation still suffer from the test of the market, such as the first half of 2016 according to the results, such as the first half of the global performance is still in decline, down 3%, of which America fell 18% year-on-year growth of 2% in greater china. The overall decline in the first quarter compared to the first quarter, the second quarter due to the performance of China and the Pacific (6.880, -0.07, -1.01%) and other regions increased, making the new to a certain extent, to curb the downward trend.
Many industry experts believe that in the Chinese area "the three batch of new" event gradually subsided, the performance of recovery mainly benefited from new sales in the hot season and timely launch of new products aimed at the Olympic hot Olympic star Ning Zetao as the new ambassador, the enthusiasm of the dealers increased. The second quarter, in the North American market market continues to decline, reverse China and parts of Asia growth, becoming the two rocker new performance, but the future with new products and gradually accept the market test, and the dropping of Olympic hot performance, such as how to maintain, is still a great challenge.
Seeking to break the follow-up fatigue
In May this year, such as the new Chinese President Fan Jiahui left. Fan Jiahui since 2007, has served as president of China, during his tenure, such as Chinese out before the downturn, in New China led the rapid growth of the "people's Daily", "three new" is the architect of market losses.
After this, as of the first quarter of 2016, such as the new China is still not out of the decline in the performance trend, the decline in performance, forcing the new China region, such as the need to adjust the market strategy framework." China direct marketing research Hu Yuanjiang told the China business reporter.
Fan Jiahui in 2007 received a new, such as the new year's turnover of less than $200 million, and showed a more sluggish state. But by 2013, such as the new China area turnover has exceeded $10, becoming the first turnover of the new group, the first turnover of more than 1 billion U.S. dollars. Hu Yuanjiang believes that follow the "United States" distribution means, although in a short time to achieve rapid growth in turnover, but the exaggerated propaganda, put up a pageantry and distribution means, goes to the government for direct line, will have been suppressed, after this, such as the need to think again for the development of how to China down-to-earth Fan Jiahui, and the three axes, has been difficult to adapt to the rhythm of the market after this.
Direct experts Liu Yongjun believes that the three batch of such as the new event has gradually subsided over time, such as the new, after the need to establish a new image. As a direct selling enterprise, first when the need to stimulate and mobilize the enthusiasm of the dealer. Such as in the earnings report will be active in the area of activity and sales leadership as one of the indicators to measure their business. At the beginning of the opening of the Olympic Games, such as the new regional conference held, you go to the Ning Zetao as a spokesperson for the brand, in order to inspire confidence in the brand dealers.
Liu Yongjun said: "compared to the long term only do charity, such as the new marketing means have been adjusted, but this event from Ning Zetao as a spokesperson for China please, as the market is still not fully understand." From the successor Fan Jiahui position was previously served as the head of the new Taiwan area, Jiang Huilin, the reporter found that such as the new China's top change is still in Hongkong, Taiwan, etc..
Hu Yuanjiang also believes that the move did not show such as did not seize the main consumer groups, Ning Zetao as the 90's idol, the main "anti-aging" as new, 90 and "aging" is very difficult to produce too much of the intersection. After the Olympics Olympic Star faded, and the influence of heat will decline, for the new term to promote the brand oriented, a relatively stable influence endorsement of talent is the choice should be more long.
As in previous years from earnings is not difficult to find, for the second quarter of the fiscal year sales season, to sum up, as if the new China changes at the top, and to push the new Olympic hot part of the product, so that the number of activities in the region and leading sales rise, which led to the rise of performance. As China's turnover in the first half year-on-year growth of 3%, Hu Yuanjiang believes that the second half with the hot fade, in the market environment is not optimistic about the situation, how to maintain the turnover rebound remains to be tested.
With a negative image plummeted
"China's definition of marketing is not just limited to direct sales and no direct license." Anti MLM Association Li Xu told reporters, for the distribution system of direct marketing enterprises, the government has long been included in the scope of regulation."
How to control the government does not touch on MLM principle for distribution, in the direct selling enterprises, respectively Chinese first and second direct selling license to AVON and as new, two of them have already embarked on the two part company each going his own way, "extreme respectively in the channel".
Liu Yongjun told reporters, at present, AVON is close to a single level of distribution mode, is most in line with government requirements, but it is also the most unattractive." AVON's sales channel policy in the store retail and direct swing back and forth between the formation of the retailers and specialty stores in the sales of the embarrassing situation.
For AVON, there have been media claims that AVON is about to withdraw from the Chinese market. But up to now, there is no conclusive evidence that AVON's withdrawal from the Chinese market. Liu Yongjun said: the Chinese market is still a direct launch AVON rumors, but its brand in the market basically no influence is indeed an objective fact."
In contrast, such as the new, after Fan Jiahui receives the Chinese business, the United States and other developed countries to the direct marketing model transplanted to the country. Will carry out marketing activities in the country, resulting in a large number of dealers, exaggerate the efficacy of misappropriation of public portrait is illegal means of marketing, which is like the sufferance of these excesses, resulting in "people's Daily" and "the three batch of new" event, the corporate image and performance plummeted.
In foreign markets, such as the new lawsuit is still ridden. According to foreign media reports, before the Japanese court upheld the decision to prosecute the customs of the new prosecution involving Japanese imports such as customs, pay more than $30 million as the new requirements of the import tax. Reporters in the first quarter earnings report found that in the first quarter to pay $31 million 400 thousand fee for the Japanese customs ruling, but also confirms the reliability of this event. In the Taiwan area, due to the alleged illegal import of medical equipment sales, such as the new Taiwan area related personnel were sued. Contact with reporters on the relevant issues such as new China, such as the new aspects of the response due to the problems involved in the company's strategic level, for the time being unable to reply.
Hu Yuanjiang believes that in the market economy transition is more complex situations, such as new as a veteran of direct selling companies in Chinese has considerable size distribution groups, but the market requirements of the development of its dealers gradually expanded, but after a series of events, how to ensure the "history" of the premise, to enhance its performance is the new China need great things to consider.
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