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由代表政府的直销业务和未来的市场预期企业“批准。”可以肯定，获得许可，以取得政府部门的信任是非常重要的，以取得公众的信任，是企业直接长远发展的运行。

8月1日，商务部网站直销行业管理信息系统部宣布直接进入第二批许可证名单，两个内资保健品公司—珍奥集团有限公司，蚂蚁神天玺集团有限公司政权2006年7月19日获得批准，两家外国公司—如新的直接销售(中国)保健品有限公司和每日保建(中国)日用品有限公司，公司在7月22日2006年获得批准。

业界认为，如果我们说，在今年2月，在雅芳的第一个直销执照，政府发出的一个探路者，则发出牌照的第二批会流向更容易得到政府批准，以确保在第三部分，在分娩的第4部分。秘书，外商负责商务部有关人士表示，对代表政府的直销业务和未来的市场预期企业“通过批准。” 

建立一个直接的销售模式

了中国直销业的发展经历了许多曲折，上世纪90年代的侵犯，“卖”的情况更为严重的扩散对整个直销行业的信誉的影响。

申十疴必须下猛药。 2005年，推出了“直销管理条例”和“国家规定禁止销售，他说：”佣金提取率不得超过百分之三十，有商店，禁止多，如在一个球队的水平支付的措施，一举歼灭出直销模式笼罩在虚假的荣耀“申请许可”，这四个字正成为许多直销公司一个巨大的石头上的心。

获发牌照的四家企业，行业的一些人感到吃惊，因为许多资深直销企业和国内强劲的新兴企业的销售并没有出现在列表中的许可证。

高级营销人才的胡元江分析，这4个业务历史清白，具有良好的商业信誉，从观众的观点，这四家公司能够有效地与政府可以说非常的地方，在信息披露线要求，易于管理。

说：“直销牌照发放有一定的倾向，也没有做过，直接销售，但一个保健品公司集团相当的实力，包括在对象上的优先重点，而企业直接销售的老手，将会通过延迟。“市场营销专家表示，于道。

其他专家表示，企业目前在市场上和未来的业务模式是直销模式的许可协议是关键。例如，简一直是对企业营销，终端业务和单级直接销售代表奥地利的会议非常密切，保，如建新对在中国经营的主要商店过去几年，零售终端更加显着的特征。

事实上，到目前为止，由简奥地利两个板块中资企业和蚂蚁是我们的上帝并没有真正启动直销业务。很多时候，然而，在一张白纸绘制比现有模式更容易修改。

，作为直接管理法规的结果只能使用单级模型，而资深的直销大量多层次直销商业模式，团队使用评价，因此，为了实现全面转型是一个相当长的时间，直接的历史空白的珍奥权力上帝和蚂蚁可打印的地图，这些企业的直接销售复制将成为“直销模式的新框架。”

此外，值得注意的是，内资2自己的产品知识产权的企业有一个非常明确的身份，有强大的研发潜力。也正是一年前商务部的许可证发放的原则制定部上海三资企业设立“内部规则”。 

安利是不是出于

2003年100亿美元，2004年的17.0亿美元，2005年1800亿美元，这些在中国的销售，很难超过10年的美国安利当之无愧成为一个直销组长更多业中国。但老板还没有获得许可证。

业内人士认为，安利的情况较为复杂，但也很微妙。无论在海外或中国，安利一直是多层次直销是最积极倡导者。即使是今年，根据“条例直接销售，他说：”在中国全面转变的要求级单级，安利仍然期待着一个多层次直销在中国，开放早。

此外，安利在中国，一个庞大的营销队伍和业务遍及全国过渡和申请执照需要更多的时间。今年4月，安利在中国推出新政，以“销售网点+服务+营销部在”混合模式过渡主管负责人，以及它在中国正面临转型，积极营销人员高达18.0万多。同时，上海牌过程中，通过全国2300县需要在审计中大多数行业县级安利，因为这些材料也将汇总到省级商务主管部门。

因此，业内人士分析，相对于庞大的安利，政府也可以选择较小的规模，小，比较规范的公司的历史负担，在中国进行直接销售的第一。
另一方面
，资深营销专家天问，作为一个企业的改造，不用担心以安利品牌。 1998年7月，已经由中国政府10个外商投资企业，允许商店或店铺加推销员形式转型，包括雅芳和安利运作。 2005年“直销管理条例”的颁布，使这些企业面临的另一轮重组的过渡。然而，根据监管要求，重组在今年12月1日企业仍然可以继续运作。天要求安利在该国目前已经有很好的知名度，建立了先进的码头。 “内部密切关注在同一时间的过渡，等着看其他企业的行为，没有一个战略。”

许可证

虽然不是所有直接在中国每年销售收入350.0亿元，比社会0.7低于国内生产总值的百分之0.2的零售业总销货％的，营业额却是无限的市场潜力。上帝和蚂蚁简奥地利这两个“外人”进入直销许可证，力量，而且也从未有过的水企业直接测试中看到希望。

直销行业，但并不好进。根据国家去年推出的“直销管理条例”和“市场营销法规禁止”，以获得直接的资格是不容易的：之前，连续5年没有法律和业务纪录严重违反程序;支付一些注册不低于8000.0万元资金，申请应在指定银行存入2000万元国债，建立的信息，根据报告的编制和披露制度等方面的规定。

事实上，并非所有的都适合任何企业的直接销售。东北财经大学经济学工商管理学院教师刘保红说：“让我举一个简单的例子，这种啤酒是需要更多的商品流通，不适合直接销售。此外，从造船到工厂几乎流通后，该船已经是’直接销售的商品的性质并不需要直销模式’。“他认为，”从商品特性，保健品和化妆品的直销模式更适合。“

”几年前，哈尔滨制药，太极，999，唱片和其他企业已经放弃了传统的销售渠道的水直接检查的开端。然而，从短期来看，他们都没有成功。“白木营销专家认为，一非直接过渡到直销业务需要相当的实力和充分的准备，否则“将是不肯定，也是非常危险的事。”

此外，还有一些谁相信执照没有直接营销工具，剑跳得好，也可能是一个严重的伤害自己。凌雁管理咨询创始人兼首席顾问，林岳表示，在2006年第一季度，雅芳的总收入20亿美元，增长率为百分之六，但营业利润只有八六〇 〇 〇 〇 〇 〇美元同期，去年的1.74比1亿美元，下降达百分之六十七。事实上，由于雅芳恢复直销模式，在很多的经销商造成不看好其发展前景，因为许多消费者将能购买商店超过6倍的产品，销售人员和公司提供2000多名的订单得到7折，价格没有竞争力。

然而，林岳还表示，没有必要挂在卖一些，假装要坚持多层次模式，直销企业应奖励模式的创新，主动改变，适应环境的需要。例如，在经销商和模型，福利，奖励商店，销售人员的利益合作，消费者可将文章折扣等。这样得到如新，不仅所有的店铺运行，所有的销售人员签订了劳动合同，每月工资，甚至规定所有产品必须在商店出售，这样一个机制许可证最大限度地保护消费者的利益。

可以肯定的是，获得许可，以取得政府部门的信任是非常重要的，以取得公众的信任，应直接销售公司长远发展的解决方案。 

新闻背景：直接在中国市场经过16年

●20世纪80年代后期，日本磁性保健床垫公司“非法”的中国，这标志着在中国登陆的直接销售。

●一九九零年11 14，雅芳产品有限公司广州中美合资设立登记推广应用。

●一九九五年9 22，国务院办公厅发出了关于多层次传销企业的通知“，”停止发展，国内经济过热再次调节市场的限制。

●一九九六年4个月，首次在我国政府批准的41个企业进行直接销售营销业务。

●一九九七年1月10日，国家工商局颁布了中国的传销业第一部法规—“市场营销管理办法。”

●一九九八年4月18日，国务院发出了“关于对直销业务全面禁止”的规定，“对传销经营活动的所有立即停止。”

●一九九八年6 18，国家提出的关于外商投资企业“，以改变他们的销售市场营销的做法有关问题的通知”，并批准了10个直销公司转型经营。

●二零零五年8月10日，通过“直销管理条例”和“禁止传销条例第国务院常务会议101。”

●2006年的2 22，雅芳是第一次在中国直销牌照。 06.8.9

Health care products and cosmetics direct sales model is more suitable

Approved by the enterprise “on behalf of the Government’s direct sales business and future market expectations.” To be sure, to obtain a license to obtain the trust of government departments is very important to obtain the public’s trust is a direct long-term development of enterprises run.

8 on 1, Ministry of Commerce Web site direct sales industry management information systems announced a second batch of direct access to the license list, the two domestic-funded health care products companies — Jane Austrian Group Co., Ltd., ants power of God Tianxi Holdings Limited in July 19, 2006 is approved, the two foreign companies — such as new direct sales (China)Health Products Ltd. and daily Bao Jian (China)Commodity Co., Ltd. in July 22, 2006 been approved.

the industry think, if we say that in February this year, to Avon’s first direct sales license issued by the Government are in a Pathfinder, then the second batch of licenses issued will flow much easier to be approved by the Government to ensure that the third installment, the fourth installment of the birth. Secretary, Ministry of Commerce of foreign-related person in charge said that the approval of the adoption of the enterprise “on behalf of the Government’s direct sales business and future market expectations.”  

establish a direct sales model

the development of China直销业experienced many ups and downs, the last century 90’s violations, the proliferation of “selling” the situation even more serious impact on the entire direct marketing industry’s credibility.

Shen Shi疴to be strong medicine. In 2005, the country introduced “Direct Marketing Management Ordinance” and “regulations prohibit the marketing,” The extraction rate of commission shall not exceed 30 percent, has shops, the prohibition of multi-level measures such as team paid in one fell swoop wiped out direct sales model shrouded in the false glory ” apply for a license “This four words are becoming more the hearts of many direct marketing companies a huge stone.

been licensed for the four enterprises, some of the industry by surprise, as many a veteran direct marketing businesses and strong sales in emerging domestic enterprises did not appear in the list by the license.

senior marketing professionals Hu Yuan-Jiang analysis, this four business history innocence, has good business reputation; from the spectator point of view, the four companies to communicate effectively with the government can say that very place, in line with the information disclosure requirements, easy to manage.

“The issuance of direct selling license has certain tendencies, had never done direct sales, but has considerable strength of a group of health care products companies included in the priority focus on the object, while a veteran of direct sales business will be approving delayed. “marketing experts said Yu Road.

other experts said, business is currently in the market and the future business model direct selling model was the licensing agreement are key. For example, Jane has long been a meeting of Austria on behalf of corporate marketing, terminal operations and single-level direct sales is very close, and Bao-Jian, such as the new over the past few years operating in China to the main shops, retail terminals more obvious characteristics.

In fact, so far, the two plates by Jane Austrian-funded enterprises and the ants are our God has not really start the direct selling business. Very often, however, drawing on a piece of white paper than the modification of existing patterns easier.

as a result of direct management regulations can only use single-level model, while a large number of veteran direct sales are a multi-level direct sales business model, the use of team-rated, so in order to achieve the complete transition to be quite a long time, and the direct historical blank Jane Austrian power of God and the ants can be reproduced as prints maps, direct sales of these enterprises will become the new framework of “direct sales model.”

In addition, it is worth noting that the two domestic-funded enterprises on their own intellectual property rights in the product has a very clear identity and have a strong R & D potential. It is also precisely a year ago when the Ministry of Commerce for the formulation of the principle of licensing Shanghai-funded enterprises set a “house rules.”  

Amway is not out

2003 in 100 billion, in 2004 17.0 billion in 2005 180 billion, these sales so hard in China for more than a decade the United States Amway well-deserved to become leader of a group of直销业China. But the boss has yet to get a license.

The industry believes that Amway’s situation is more complex, but also quite delicate. Whether overseas or in China, Amway has been a multi-level direct sales are the most active advocates. Even this year, according to “direct sales regulations,” the requirements of a comprehensive shift in China-rated single-level, Amway still looking forward to a multi-level direct selling in China, opening up early.

In addition, Amway in China, a huge marketing team and business all over the country to transition and apply for a license are required more time. In April this year, Amway launched the New Deal in China in order to “sales outlets + Services + Marketing Department responsible person in charge of” mixed-mode transition, and its transformation in China is facing an active marketers have as many as 180,000. At the same time, Shanghai licensing process, Amway required through the National 2300 County at the county level in most business sectors of the audit, since these materials also will be aggregated to the provincial commerce department.

Therefore, industry analysis, compared to the huge Amway, the Government may also prefer a smaller scale, the historical burden of small, relatively standardized company to carry out direct selling in China first.

On the other hand, a senior marketing expert days ask that, as a transformation of enterprises, do not worry Take Amway brand. July 1998, has 10 foreign-funded enterprises by the Chinese Government to permit shops or shops plus salesmen operating in transition form, including Avon and Amway. 2005 “Direct Marketing Management Ordinance” promulgated, so that these enterprises are facing another round of restructuring in transition. However, according to regulatory requirements, restructuring enterprises in the December 1 this year can still continue to function. Days ask that Amway is currently in the country already has a very good name recognition, established a sophisticated terminals. “Internal pay close attention to the transition at the same time, wait and see what other businesses act, there is not a strategy.”

License

Although not all direct sales in China per year turnover of 35 billion yuan less than the social 0.7% of total retail sales of less than 0.2 percent of GDP, but that is an unlimited market potential. God and the ants Jane Austrian force of these two “outsiders” access to a direct sales license, but also have never had direct test of water enterprises to see hope.

direct sales industry, however not good Progressive. According to the country last year introduced “Direct Marketing Management Ordinance” and “the prohibition of marketing regulations”, in order to obtain direct qualification is not easy: before making the application for 5 consecutive years without major violations of law and business records; paid up registered capital of not less than 80 million yuan; application should be deposited in designated banks 20 million yuan of bonds; the establishment of information reported in accordance with the provisions of the preparation and disclosure system and so on.

In fact, not all are suitable for direct sales of any enterprise. Northeast University of Finance and Economics School of Business and Management Teachers LIU Bao-hong said: “Let me give a simple example, beer is such a need and more circulation of commodities, not suitable for direct sales. In addition, from shipbuilding to the factory after hardly circulation, the ship is already the ‘direct sales’ of goods Nature does not need direct sales model. “In his view,” From commodity characteristics, health care products and cosmetics direct sales model is more suitable. “

” A few years ago, Harbin Pharmaceutical, tai chi, 999, LP and other enterprises had to abandon the traditional sales channels beginning of direct examination of water. However, the short term, they have not been successful. “Shiraki marketing experts think that a non-direct transition to direct sales business requires considerable strength and adequate preparation, or else” would be not sure, and very dangerous thing. “

In addition, there are those who believe that the license is not a direct marketing tool, sword dance well, may also be a serious injury to themselves. Management Consulting凌雁founder and chief consultant林岳said that in the first quarter of 2006, Avon’s total income for two billion U.S. dollars, and the growth rate reached 6 percent, but operating profit is only 86 million U.S. dollars, with the same period last year 1.74 compared to 100 million U.S. dollars, a drop reached 67 percent. In fact, as the Avon to resume direct sales model, resulting in a lot of dealers are not optimistic about the prospects for its development, because many consumers will be able to buy in the store more than 6 fold products, salespeople and the company provides more than 2,000 orders to get 7 folding , price is not competitive.

However,林岳also said that there is no need to hang trying to sell some, feign to adhere to a multi-level model, direct selling enterprises should reward model innovation, take the initiative to change, adapt to the environment’s needs. For example, cooperation between the dealers and models, welfare benefits, store incentives, salespeople of the benefits, consumers have the article can be a discount and so on. Like this to get a license such as the new, not only all of the shops are run, and all the salespeople have signed a labor contract, salary every month, and even provides for all products must be sold in the store , such a mechanism to maximize the protection of the interests of consumers.

To be sure, to obtain a license to obtain the trust of government departments is very important to obtain the public’s trust should be direct sales companies are the long-term development solution.  

News Background: Direct Marketing in China through 16 years  

  ● 20 century, late 80s, a Japanese magnetic mattress health care company “illegally” to China, which marks landing in China with direct sales.

  ● 1990 years 11 14, Avon Products Co., Ltd. Guangzhou Sino-US joint venture to set up a marketing application for registration.

  ● 1995 years 9 22, Office of the State Council issued a “stop development on the multi-level marketing enterprises NOTICE” to domestic overheating again regulate marketing restrictions.

  ● 1996 years 4 months, the first time the Chinese government approved 41 enterprises to conduct direct sales marketing business.

  ● 1997 years one on 10, National Trade and Industry Bureau of China promulgated the first regulations MLM industry — “marketing management approach.”

  ● 1998 years 4 on 18, the State Council issued “on a total ban on direct sales operations,” which provides that “an immediate cessation of all business activities of pyramid schemes.”

  ● 1998 years 6 18, the State introduced “on the foreign-invested enterprises to change their sales practices of marketing-related problems NOTICE”, and approved 10 direct selling companies operating in transition.

  ● 2005 years 8 on 10, section 101 of the State Council executive meeting through the “Direct Marketing Management Ordinance” and “prohibition of pyramid schemes Ordinance.”

  ● 2006 years 2 22, Avon was the first direct selling license in China. (06-8-9)

Tags: china, direct, marketing, sales