The Internet Should Become A Strategic Element Of Direct Selling Industry.

Because of the interpersonal relationship between people, face-to-face sales have been.

They all claim to be the first industry to have Internet thinking.

However, when the tide of the Internet has swept over, e-commerce has risen at an unprecedented speed, changing people's consumption habits and habits, and thus changing the whole business mode. The direct selling industry still feels unprecedented pressure and challenges.

In the Internet era, everyone touches the net.

When people who connect to each other through online connections are linked by the Internet, it will undoubtedly shake the fundamental relationship of the direct selling industry.

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The rapid development of e-commerce, with its amazing volume, is devouring customers who belong to the direct selling industry.

In the past double eleven, Tmall's daily sales volume (57 billion) is equivalent to the total sales of the three direct selling industry Amway, perfect and unlimited sales in 2013 (30 billion, 13 billion and 12 billion respectively).

Facing the impact of e-commerce in the Internet era, how can the direct selling industry meet the challenge?

In November 29, 2014, at the annual meeting of the China direct selling industry development research center of Peking University, executives and experts of direct selling industry talked about the way of dealing with the direct selling industry facing the new business environment in the Internet era.

The Internet should become a strategic element of direct selling industry.

There are four aspects of the impact of the Internet environment on the direct selling industry:

First, social entrepreneurship is a diversion for direct selling.

The Internet has driven the upsurge of social entrepreneurship. This kind of upsurge is a diversion to the original business of attracting people directly into the direct selling industry. This kind of diversion in 2014 is quite obvious, and it may challenge the direct selling mode.

Second, the development of e-commerce is also a diversion for customers.

The main products of direct selling, such as health care products, beauty care products and household products, already have a lot of innovative electricity providers, and the development speed and scale of this kind of electric business exceed imagination, which is a great impact on direct sales.

Third, the mainstream culture of the society is getting younger and younger. This will pose a challenge to the direct selling industry, which is dominated by health products. In the future, how to compete for the computer generation and the Internet generation is a very important challenge for the direct selling industry.

Fourth, the development of cross-border electricity providers will be international.

The Direct Selling Company has an impact.

In the future, customer loyalty to the platform may exceed the loyalty to the brand.

This will impact the development of direct selling industry.

For the direct selling industry, what we need to do now is to treat the Internet as a strategic element, not just as a tool and carrier.

Direct Selling Company should find an effective way to change the mode based on its own advantages and effective combination with the Internet strategy.

This direction includes four aspects:

Data mining: data mining is not only limited to the application of product development, but also more important is to tap the customer's inner needs, and apply data to marketing strategy, brand communication and training course development. This is a great advantage of Direct Selling Company in data application after entering the Internet.

The alliance of different industries: in the Internet era, the boundaries of the industry are becoming increasingly blurred. As an industry occupying large amounts of data and personnel, direct selling can integrate various needs of these groups under the Internet environment, seek cooperation with related industries, direct the direct sellers as a platform, and maximize the value of direct sellers and customers.

Social links: social tools will be more and more beyond the scope of general information pmission. They will have the influence of gathering people and groups, or even form a business circle with a very small group.

Therefore, Direct Selling Company on the basis of existing crowd, using social tools to do some conscious design guidance is the best way to use the Internet.

Entertainment marketing: now we all talk about experience economy, because experience economy can make people receive pleasure service.

If we regard the Internet as a strategic element, we must understand the marketing under the Internet conditions. We must express our serious sales tasks in a relaxed way.

I think this marketing is the most powerful marketing under the Internet.

To deal with electricity providers, direct selling industry still has time.

The impact of e-commerce on direct selling is far less than that of e-commerce.

Any industry may be replaced by e-commerce, but I think there is a principle: if the industry itself does not generate additional value, it can easily be replaced by electronic commerce; on the contrary, if it has something unique, it is less likely to be replaced by e-commerce.

Direct selling belongs to the latter.

The direct selling industry has three advantages: first, the direct selling industry can achieve face-to-face customization service, which is impossible for any other industry. Secondly, the relationship between the salesperson and the customer in the direct selling industry is not achieved by the electricity supplier. Finally, the direct sale not only sells products, but also sells business opportunities.

Based on these three points, I think direct selling has its own distinct characteristics. Because of these characteristics, the direct selling industry has more time to make adjustments to deal with e-commerce.

How to deal with the challenges of e-commerce? First, operation, that is, how to better operate through e-commerce, improve efficiency, and the second is brand promotion of products.

In the past, direct selling was propaganda by people, e-commerce, how to publicize the brand of direct selling through social networking and O2O; third, how to understand customers better through e-commerce, this is the big data that many practitioners talk about.

Finally, the electricity supplier is a tool and should not be allowed to become a channel of conflict of interest with our distributors.

Seize the Internet aborigines

The biggest challenge for the direct selling industry is how to look at direct selling and how to understand direct selling after 80, 90, and even future young people.

The Direct Selling Company conference is the core platform, but fifty years later, where do people go online to find a meeting? This is a proposition that when you are online, how do you communicate with them?

Next is the culture that Direct Selling Company is proud of.

In the direct selling industry, regardless of age, men and women, after entering the company system, companies want to infect them with culture, but the Internet is precisely based on the fragmentation of the Internet and the small groups formed on the basis of common values.

The values between these groups and groups are quite different. Is there any way we can integrate them?

Of course, the direct selling industry has its advantages. The Internet industry absolutely can not achieve the penetration ability of the ground network - Shun Feng can enter the doorway of the community, but the salesperson can enter aunt's home, which is not done by the Internet industry.

There is no doubt about embracing social media.

President Hu Ruilian perfect (China) Co., Ltd.

Many Direct Selling Company are hesitant about e-commerce. One of the reasons is to coordinate the interests of direct sellers and franchised stores, because Internet e-commerce will eventually squeeze out the middle agent layer, so that the interests of direct sellers will inevitably be impaired.

This is a reason why many Direct Selling Company have been reluctant to intervene in e-commerce.

E-commerce emphasizes high performance price ratio, and the price of products is very low.

Direct selling enterprises will be influenced by Internet e-commerce in the future when they are positioning and pricing. This is the direct selling enterprise must consider, otherwise the consumer groups will be smaller and smaller.

Although there are still many things to consider in the direct selling industry to enter the electricity supplier, there is no need to consider: immediately changing people's communication with people, using WeChat, QQ, micro-blog and other social media to spread positive energy to 90 and 00. If we can not spread to this group, the future of the direct selling industry will become smaller and smaller.

Finally, due to historical reasons, there are many restrictions on the direct selling industry. If the national laws can untie the chains as soon as possible, the direct selling industry may catch up with the times and integrate into the sea of social media, giving full play to the advantages of the salesmen.