subject: Direct Into The Era Of Brand Competition - Direct Marketing, Amway, Avon - Beauty Salon Industry [print this page] Hu Yuanjiang: Beijing Hai, president domain Management Consultants Ltd.
Qinyong Nan: Chinese Economic Reform researcher at the Institute of Management Sciences
Yeheng Wu: Chinese newspaper editor in chief of the World
With direct legislation in 2005 and 2006, the first year of establishment of direct sales, direct selling industry of China in 2007 is more worthy of attention and expectations. In an open, standard, awarded a license, get license background, the theme of 2007, direct marketing is gradually transferred to the innovation and change, standard adjustment, corporate branding, product diversification, the above e-channels, in particular the decision of the direct selling brand building the rapid development of industry in 2007 is a layout competition in the market, its main competitive strength lies in brand building and management.
On July 6 to 8, from "direct" magazine planning operations, "the first Chinese to create wealth? Leader of the hundred round table" in the suburbs of Shanghai Sun Island Golf Club was held, and a complete success. In the theme of "dialogue, cooperation, prosperity - the gradual change from the Red Sea to the Blue Ocean Road" forum, journalists and Hu Yuanjiang, Qinyong Nan, Ye Hengwu three senior experts on direct selling business direct marketing brand building in-depth discussion .
Direct marketing is not only a business
Moderator: long ago, direct selling company Amway has proposed "direct marketing is a business" argument, which at the time had some effect even at this stage, but under the current market environment, this argument and scientific and comprehensive. On how you look at this view?
Hu Yuanjiang: Since Amway filed a "direct marketing is a business" after a certain stage is ideal for the market, because nobody pays attention to the direct sales before, no such mention. Subsequently, after the market development, people feel it is not only a direct sales business, because of which contains a number of mercenary phenomenon. Direct sales for now, still a lot of things, including human aspects.
Qinyong Nan: the essence of direct marketing sales, marketing FromEMKT.com.cn it just means a species, in this sense can be said that direct marketing is a business, but the direct selling company is a public company with other marketing The difference is that the way is a direct act of sexual conduct with the public, therefore, direct marketing is not just a business, but a deal with the public acts of sex.
Yeheng Wu: direct selling business is motivated to seek a collective, not falling behind in the development of the times, the idea is at the forefront, but the immaturity of the overall development of direct business, direct selling enterprises still lack the ability to control, do not have to grasp overall strength. So, when the industry appeared sign of trouble, a number of deficiencies also exposed. And direct an enterprise need to be continued to improve and adjust the development times, slightly mind, information prepared by filling a little business leaders should be aware that direct sales has risen to the "liberation of the industrial age", its momentum will form An inter-era lineup, if the mechanism is not related to trot to catch up, no inflow of the tide of the times companies will be slapped to the bottom.
Moderator: direct selling business by a series of activities, we can see the direct selling industry is gradually warming up to take a leading role in the overall corporate brand to enter the time has come. Direct re-build brand, the brand to speak, has become the lifeblood of enterprises and of the times. You think of what the brand concept? Combination of the direct selling industry is concerned, how should direct understanding of the brand?
Hu Yuanjiang: direct selling brand only makes sense to go out through the media for brand awareness, domestic marketing sector, Mr. Li Guangdou of very deep, and in my opinion, is the corporate brand or product in the public mind the impression that, in the share of the industry position in the market environment in which the impact of, and it represents the style of the enterprise. Brands include both visibility and reputation, of course, to raise awareness, but we have to build a business and product reputation.
