Reference From AVON And Amway To China'S Direct Selling Public Relations

From the early 90s of last century, when AVON entered China, the direct selling industry took root in China, and the Chinese government had no experience in managing the new thing. Basically, it took a laissez faire attitude. As a result, there was a very chaotic situation in the industry. Subsequently, the government had some rules to restrict it. In 1997, when the government promulgated a "pyramid selling management approach", some illegal pyramid selling enterprises made illegal pyramid selling with laws and regulations, which made the pyramid selling industry get into a more chaotic situation.

So the Chinese government banned pyramid selling in 1998, demanded pyramid selling enterprises to make rectification, and the pyramid selling industry entered the ice age.

However, with the promise of China's accession to the WTO, the standardization and opening up of direct selling industry has become a major trend. In September 1, 2005, China promulgated the regulations on direct selling management and the regulations on prohibiting pyramid selling. This indicates that China's direct selling industry has entered the era of legalization, and the direct selling industry will usher in a new period of healthy and rapid development.

At the same time, the massive entry of foreign direct selling enterprises will also bring severe challenges to our local direct selling enterprises. What can we learn from the foreign direct selling enterprises as a direct selling enterprise in China?

As a sales channel, direct selling has its unique advantages and has great vitality.

As is known to all, Amway is another powerful representative of Chinese direct selling enterprises since Ju Yafang. Its sales in the Chinese market were 6 billion, 12 billion and 20 billion 800 million in 02 years, 03 years and 04 years, accounting for about 70-80% of the total direct selling market in China.

From the rapid growth of nearly 100% of the representative enterprises, we can see that there is still a great opportunity for China's direct selling industry from the current market structure of Amway.

Just now, the direct selling law has been published, so it is an excellent time to enter the direct selling industry.

As a local direct selling enterprise, what do we need to compete with the experienced and powerful foreign direct selling companies?

What successful ways can we learn from them for China's direct selling?

In the two direct selling businesses, the first one is AVON, one of the most successful representatives of China's direct selling enterprises, Amway.

Can they not be used for our Chinese marketing and classic success stories as a direct selling company in China?

Answer: of course!

Since ancient times, China has been learning from the advanced experience of foreign enterprises, such as "teachers and foreigners are skilled in their own efforts".

And do better!!

Since I was engaged in the front line of public relations, I have learned from the products of PANTENE, VS, OLAY, Japan international cosmetics brand OGUMA and other products of international direct selling companies such as Amway and AVON. I have gained an in-depth understanding of international public relations promotion and crisis public relations handling, and combined with the deep understanding of Internet public relations in the Internet industry, summed up the reference points of multinational direct selling enterprises in public relations marketing to Chinese enterprises, hoping to be free from domestic enterprises in China.

Learn from AVON: AVON is not only a close family meeting with China, but also in the direct selling industry.

Because AVON has a better understanding of the Chinese government in its long-term strategic grasp, so it is more accurate to use strategic timing.

Moreover, AVON's understanding of strategic public relations is more profound.

They will not only meet privately with the Chinese government to achieve compromise and tacit understanding, but spare no effort to create wider recognition for this compromise and tacit understanding.

For example, to make good use of its global CEO Zhong Han Chinese identity, and consciously choose the most trusted CCTV's most influential dialogue column, to skillfully convey its company value and strategic thinking on the Chinese market, more importantly, it openly conveys a recognition: the tacit agreement between AVON and the Chinese government at the highest level.

Of course, the market value of the first pilot enterprise opened as a direct selling company is also moderately utilized by AVON.

In addition to this unusual "first", itself is the news point pursued by the Chinese media (including the international financial media), AVON's choice of advertising expression focuses on the healthy and joyful promotion of miss AVON for the cause of AVON.

This is a very clever PR strategy.

This is a double cater for the government and the direct selling personnel, and is quite soft and easy to be accepted by the market, thus reducing the exclusion and disrespect of the direct selling personnel in general sense, and also the good feeling of AVON's elegant and fragrant side.

Learn from the two: Amway's public relations successful five "want" point, the author after years of public relations practice summed up, the success of public relations five "to" point, in Amway's body has been confirmed.

1, public relations should bear the responsibility ahead.

The coat of the enterprise is often the public's defense psychology to the enterprise. Once the enterprise has problems, the public's first consideration is two aspects: one is the interest issue; the two is the emotional issue.

Only when enterprises have problems, they put the interests of the public in the first place and put the focus of consumer sentiment on the first place, so that they can win the hearts of the public. Let the public see that enterprises condescend to admit mistakes and actively correct and dare to face their attitudes and behaviors, so as to defuse consumers' grievances due to injury.

2, public relations should be sincere communication.

After the occurrence of enterprise problems, facts and objectivity can not be changed, and the only thing for us to do is to communicate with consumers sincerely and share with the media so as to establish the trust basis of both sides, so that the problems will tend to be conducive to the development of enterprises.

3, public relations must attack speed first.

After the problem happens, it is the first time to make a coping strategy and minimize the negative impact. This is the only way to avoid the biggest loss.

4, public relations should be well functioning.

We must firmly guarantee the smooth and conscientious execution of the public relations operation system, including collecting information, recording events, evaluating results, and dealing with everything objectively. This is the cornerstone of effective and strict public relations.

5, public relations should speak with authority.

The third party is the most advantageous weapon to convince consumers at this time, and adding authority on the basis of the third party is undoubtedly adding a sword to the enterprise to solve the problem.

1, case Hero: Amway is the most famous large-scale direct selling enterprise in the world. Its headquarters is located in the United States, and it is located in more than 80 countries and regions all over the world.

The products include nutrition and health care, beauty and makeup, home care and household durable goods.

In 1998, Amway opened one hundred and twenty direct outlets in China, and trained a total of one hundred and thirty thousand marketing talents. In 2003, it ranked second in the top 20 of China's daily chemical industry. In 2003, the sales volume of Amway in China exceeded ten billion yuan.

2, case replay: 2001, the Ninth National Games was held in Guangzhou.

On the evening of November 16th, some athletes' doping tests and unqualified blood tests were heard from the organizing committee.

Among them, Ma Jiajun's main force and Liaoning girl Lan Xinli's name are most noticeable.

Subsequently, Ma Junren, a general instructor of Ma Jiajun, declared to the media: "Lan Xinli is a calcium supplement from Amway, which will lead to blood viscosity and blood test."

For a while, "Amway calcium magnesium tablets contain stimulants" news spread like wildfire, many consumers and dealers suspected Amway Corp, and Amway calcium magnesium tablets in two days sales volume is slippery.

In the face of this flying misfortune, the Amway Corp set up a public relations group quickly, preparing for the press conference at the fastest speed, and summoning more than 100 media to publish the news for the first time.

At the press conference, Xu Zengwu, director of the China sports equipment center of the State Sports Bureau, solemnly declared that Amway became the senior sponsor of the Chinese delegation for the 2004 Olympic Games, and Nutrilite Amway Nutrilite became the only designated nutrition product of the 2004 Olympic Games Chinese delegation.

He Zhenliang, honorary chairman of the Chinese Olympic Committee, issued the sponsorship certificate to Amway vice president ZILONG.

Yang Tianle, director of the Chinese Sports Medical Association, said in answer to a reporter's question: the Nutrilite of Amway Corp has been tested by our China doping control center and found banned ingredients.

It is not a drug, but a safe and effective nutritional supplement.

Subsequently, Amway organized a public delegation to visit the largest production base in the country, giving consumers the first time to feel advanced production equipment and scientific management methods, as well as strict quality inspection methods and other public relations tools.

Finally, Shanghai's morning paper and other major newspapers and magazines have published articles titled "Lao Ma's low-level jokes and laughing people" in the front page, etc., so that Amway avoided a sudden crisis. Amway successfully relied on the power of public relations again to win the people's conviction.

3, case comment: the public relations company should take the responsibility before: after the consumer's doubt, the company did not ignore it, nor did it rush to explain it. Instead, it immediately held a press conference to announce that Amway had been strictly examined before joining the sacred altar of the Olympic Games. This is itself a starting point for the public to take responsibility.

On the basis of sincere communication, Amway should quickly organize a good public relations officer to become a project team after the problem has happened, and spare no effort to communicate sincerely with the more than 100 media to achieve a sincere communication attitude.

The first step is to set up a public relations project team. The first time a large press conference is held, and no rumor continues to spread.

The public relations system of the company should be well functioning: after the incident, the company's practice is reasonable and continuous. There is no confusion in the chapter, and it has a definite purpose, only attacking the key points of rumors, and has achieved good results.

Public relations should rely on authority to speak: Amway is not eager to explain to the public and the media in person, but by the side of the Olympic Games Commissioner and the Nutrition Society experts and other heavyweight figures, through the form of conferences, to convey to consumers and the media the quality assurance and strict management of Amway products, so that the media and consumers will once again be confident in the quality of Amway products.

As mentioned above, the success of Amway is that it grasps the five essentials of public relations success, and takes the psychology of the public as the starting point, with the help of professional third party authority, so that it can grasp promptly and actively communicate with each other, so Amway has succeeded.