What are the direct selling industries in China?

1998 after the reorganization of direct selling in China, only ten enterprises obtained direct selling licenses, but even these ten enterprises did not adopt a complete direct selling business model, but adopted the model of "shops+direct selling personnel". In the current direct selling industry, the direct selling enterprises are: Amway, Tiens, Avon, Mary Kay, South Korea's Lee Kum Kee, Sunrider, Ruxin, Perfect, Jiuji and New Era. We will analyze the direct selling fields and brand strategies of these ten enterprises, and provide reference for other China enterprises about to enter the direct selling industry. 1, Amway) 1959 was founded by Jay Van Roan and Richard Devosse in Ada City, Michigan, USA. 1992 entered the China market and invested 1 100 million USD to establish a production base in Guangzhou. At present, the company's products have grown to more than 450 kinds in five series, covering nutrition and health care products: Nutrilite, beauty: artistry, personal care products, home care products, and household durable goods. There are more than 6,000 employees and 3.3 million marketers worldwide. Amway adopts multi-brand strategy in brand strategy. According to the different fields of its products, there are different brands in different fields, such as Nutrilite for nutrition and health care products and artistry for beauty cosmetics. Multi-brand strategy means that enterprises need more energy and cost to manage and plan, which is a big problem from the perspective of cost. However, Amway's multi-brand strategy was established at the beginning of the enterprise. Multi-brand strategy has three main advantages for Amway: first, the market segment is clear, which is convenient for product promotion and sales; Second, it can reflect the strength of Amway, which shows that it is a modern enterprise that attaches importance to scientific research to a certain extent; Third, the formula can be adjusted for different regional markets. The multi-brand strategy has made Amway a great success in different regional markets. For example, Amway Nutrilite signed two world diving champions, Fu Mingxia and Tian Liang, through government public relations, and joined hands with the China Olympic Corps to change the tradition of not advertising. Through a lot of advertising, Amway Nutrilite accounted for 1/6 of the health food industry in China in 2003. The multi-brand strategy makes Amway have made great achievements in different fields, and different sub-brands have made great progress relying on Amway, a big parent brand. However, there is also a danger in multi-brand strategy, that is, each sub-brand needs to operate successfully, otherwise it is likely to hurt parent brand. At the same time, the more brands, the more difficult it is to manage. Without a perfect management system and advanced management methods, it is easy to get out of control while gaining rapid growth. As of June 2002, Tiens has established nearly 65,438,000 directly affiliated branches in 86 countries around the world. At the same time, the operation mode of "six-network interaction" is implemented, with the international logistics network covering the whole world as the platform and the human resources network formed by nearly 3 million business personnel as the core, connecting Tiens International Internet Station, Tiens International Education Network, Tiens International Capital Participation Network and Tiens International Capital. As the largest direct selling enterprise in China, Tiens doesn't seem to make much moves in brand building. Although we don't know Tiens' specific product brand, for Tiens Group, parent brand. But almost no one doesn't know. Judging from the emotional migration of consumers, because of consumers' confidence in Tiens Group, it naturally migrated to all products produced by Tiens. 3. Avon was founded in 1886, and its founder David McConnell changed its name to Avon in 1939, which is still in use today. Avon is currently only developing in the beauty industry, focusing on the profession, but doing the biggest and strongest. In 200 1 year, it was rated as "the most valuable brand in the world 100" by American Business Weekly, and it was also the only beauty brand selected. Avon entered the China market from 1990 for 14 years now, and has also experienced the ups and downs of the direct selling market in China. In "1998". 4. Marika is the first professional cosmetics direct selling company with the approval of the Ministry of Foreign Trade and Economic Cooperation of China, the State Administration for Industry and Commerce, the State Bureau of Domestic Trade and other official departments, and hired a salesman (beauty consultant) to handle products. Starting from 1998, Mary Kay changed the sales model from a complete direct sales model to a model of "shops+hired salesmen+professionals", and opened the China website in June 2003. Expand network business opportunities. Mary Kay has 9 product lines and more than 200 products, mainly in the fields of skin care products and cosmetics. The product line is divided into different brand series according to consumer groups and specific functions, namely Fantasy, Mary Kay, Whitening and Beauty. Judging from the existing product brands, Mary Kay adopts a multi-brand strategy, and its corporate brand and product brand overlap to a certain extent, which is limited by the conditions when its founder Mary Kay Ash started her business. After gaining a certain scale, Mary Kay is trying to expand the original product brand line to enrich the original product line. 5. Southern Li Jin. 6.sunrider 8. Perfect Zhongshan Perfect Commodity Co., Ltd., approved by the Ministry of Health, produces "Jian" brand health food with immune regulation function-perfect aloe mineral crystal. This product is also the direct selling flagship product of Perfect Company. In terms of product naming, the brand names of enterprises, categories and products are integrated, and the brand strategy of single brand and single pole is adopted. 9. Jiuji 10, a new era