[China Glass Network] I chatted with Mr. Li, an old friend who is doing direct sales, and listened to his talk. I suggested that he go to other industries. Mr. Li threw this question to me and looked very dignified. This question of Mr. Li may be a question that many direct-selling friends have been asking themselves. Mr. Li started his direct sales career in 1997, when he was 18 years old. Like many direct sales personnel of the year, he was engaged in the business of Shuangkang at that time and belonged to the “Shuangda Departmentâ€. Ten years have passed, and the young people of that year have entered middle age. From youth to middle age, Mr. Li has basically never left the direct selling industry. I also worked in the trade and restaurant business during the period, but they were very short. It is not that he is not doing well, but that he cannot adapt to the new environment. Every time when the business is slightly improved, the original business partner is summoned, and he will return to the direct selling industry without hesitation.
“I left the circle of direct sales, I really feel at a loss.†Mr. Li said that he has become accustomed to the culture of the direct selling industry in the past ten years of direct selling industry. Only in this circle, he has passion and can feel people. Mutual respect and encouragement between people, and flowers and applause make him feel the beauty of life.
Over the years, Mr. Li has accumulated a lot of wealth, and the luxury car houses have already been purchased, and there are happy families. Perhaps it has already passed the stage of primitive capital accumulation, perhaps the change of the direct selling environment. Mr. Li has already passed the stage where the original MLM personnel over-emphasized the dream of wealth, and there is no exaggeration and deception, but an extra level, no I am eager to pull people to join the direct sales, just carefully manage their own team, help business partners to sell products, expand the team, act as a coach; provide customers with health consulting services, help customers to buy the right one for themselves Health care products act as health consultants; sometimes they also participate in some social welfare activities. "I am not redeeming myself, nor the concept of original sin. I just want to let myself get another life experience through these things." This should be a good destination. But Mr. Li does not think so.
In the direct selling industry, Mr. Li is like a duck, but once he leaves the direct selling circle, Mr. Li will be at a loss. "First of all, it is not understood from society. A deep-rooted prejudice often causes me to suffer. People are not willing to associate with me, and even have a taste of retreat. Even if they want to invest in some business, they will be treated unfairly." Mr. Wang believes that if he is engaged in direct sales business by deception as before, he is well understood by this unfairness, but now he is only engaged in an ordinary sales job, but his identity as a direct seller is difficult to accept for the society and feels the soul. Nothing to rely on, facing the public, always feel that your soul is drifting.
As the direct selling industry is increasingly purified, more and more direct sellers are engaged in direct sales in a level of mind, carefully managing the team, leading the team to sell products, and providing customers with good after-sales service and consumer guidance. This is not much different from the general sales staff, just like the sales staff of sales wealth management products, selling wealth management products, and providing after-sales service and consumer guidance. But the two are treated differently. Although many wealth management products do not give consumers a return or even make them lose money, this does not prevent the sales staff of wealth management products from being respected by the society.
On a higher level, like Mr. Li, the mentality is flat, the economic status is improved, and the inner desire to have the corresponding social status or even social respect, but the reality often smashes his desire. It is not just the direct sales personnel, even if the direct selling companies participate in some social activities, the cost is higher than that of other industries. I have participated in some media-sponsored events and found that on the subject, the target of direct selling companies is significantly higher than that of other industries.
It is undeniable that the direct selling industry has been purified in the past two years. More and more direct sales personnel are as calm as Mr. Li, returning to the essence of sales, and less the fanaticism of “selling dreams†advocated by the direct selling industry. The rationality of "selling products". More and more direct sales people know how to give back to the society and actively participate in community activities or social welfare activities, which have made "additions" for this industry.
On the other hand, Amway, Mary Kay, Perfect and other large direct selling companies have also made great efforts in shaping the public image of the brand. For example, a large number of corporate image or product image advertisements are actively promoted and actively engaged in social welfare activities. At the same time, direct selling companies are also vigorously regulating the behavior of direct sales personnel. But why is it that the public is still difficult to accept direct sales groups and their souls are drifting? Why is it difficult for direct sales personnel to find their own spiritual home on the social level?
"I am studying art, and art pays attention to the proportion problem." Zhong Hui, general manager of Qingquanyuan, made an analogy from the color aspect. The good phenomenon and bad phenomenon in the direct selling industry are like cool colors and warm colors. If the cold tone ratio of a painting is greater than the warm color, the color of the entire painting is a cool color, and vice versa. If the direct selling industry is regarded as a painting, although there are many warm colors and even warmer colors, the cold color of the whole painting still occupies a large proportion, and it still looks like a cool color. From the public's point of view, the overall image of the direct selling industry is still negative. "The partial change has not changed the color of a painting as a whole."
Zhong Hui is also a "sweet family" and has been immersed in the direct selling industry for more than ten years. He has personally experienced all stages of the development of China's direct selling industry. Zhong Hui analyzed at various stages of his own experience that in the early years, the entire industry was very impetuous, over-expanding the dream of wealth, exaggerating the opportunity of direct sales, and "selling dreams" became the mainstream, promoting overnight wealth, plus illegal The company's counterfeit and shoddy products are rampant, which not only causes many people to go bankrupt, but also makes some consumers with peace of mind even more difficult to get the basic product benefits. "The whole industry is like a painting with full cold color, no warm color."
With the increasing purification of the direct selling industry, this situation has been improved to some extent. Especially after Amway, Mary Kay, Perfect and other enterprises have formed a very large-scale business team, the sales channel construction of the products has been basically completed. Although they are still expanding their business teams, the focus has shifted to product sales, and the change of corporate strategy brings business. The change in team promotion, the development of business personnel is no longer the focus, the quality of the products sold is very good, to a certain extent brought "warm colors."
However, an important issue is that there are still some companies still in the stage of direct sales team construction or even the initial stage. At this time, the company advocates a large number of development members, so the problem comes. "You generally do not cause people to resent the products. However, if you pull people into the gang, you will be resentful. If you want to get people into the gang, you will often have to use the opportunity to create wealth. The opportunity must be tempting, so all kinds of lies will appear. Lead to greater resentment." Zhong Hui believes that a large number of direct sales personnel are still using various lies to praise the rich dreams and use them as bait to pull people into the partnership. "Although the warm colors have increased, the whole picture is still cold. It is no wonder that the public It is still difficult to change the overall view of the direct selling industry."
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