趋势打望 │ 2013-06-01 07:43:21

Melaleuca $1.13 Billion Revenue In 2012

美乐家年营业额超过１１.３亿美金

by Ted Nuyten on February 18, 2013

作者：Ted Nuyten　译者：天问

天问按：很多人对于美乐家在２０１３年北美年会上宣布其北美年营业额已经超过雅芳、安利等直传销巨头，排名在组织行销的第一名表示怀疑。对此，天问想说的是，在一个诚信度远比中国高的美国，这种话可不能乱说的，不然这种欺诈将会付出法律的代价。正好，昨天，天问获悉了这篇来自北美的直销行业网站的新闻稿，也算是对美乐家这一说法的真实性作了一个佐证。由该文章尚无人将其翻译成中文，天问自不量力，借助谷歌在线翻译，稍作润色，将它翻译给大家了。（２０１３年６月１日于厦门）

Consumer direct marketing company Melaleuca, announced annual revenues of $1.13-billion for calendar year 2012. This is a 9.2 % increase over the previous year. As one of the country’s most consistent growth companies, Melaleuca has grown in 26 of the last 27 years.

　　消费者直购公司美乐家，宣布２０１２年营业额为１１.３亿美元。比去年增长了９.２％。作为在美国最知名的持续成长型企业之一，美乐家保持过去２７年中的２６年美乐家持续增长。

Prior to 1985, companies that offered home-based business opportunities traditionally used a Multi-level marketing (MLM) business model. The Multi-level Marketing model has multiple levels of distribution where distributors purchase products from the company and then try to make a profit by reselling those products to other distributors or to customers. A criticism of Multi-level Marketing is that those who cannot resell inventory they purchase end up losing money and are stuck with boxes of product in their possession.

　　在１９８５年之前，传统的人员式直销企业，都是以多层次直销（ＭＬＭ）的方式在提供以家庭为单位的创业机会。直传销以直销商（中间商）的身份向直销公司进货，赚取利润主要靠以多层次的价差方式，倒卖这些产品给其他下线直销商或消费者。而直传销受到的最大批评是：大量直传销商在进货后并不能将产品转售出支造成囤货、赔钱，造成他们被套牢。

In 1985, Melaleuca launched a new business model called “Consumer-direct marketing,” which operates substantially differently than Multi-level Marketing. In Melaleuca’s Consumer-direct marketing model, there are no distributors who purchase and resell products and there are no multiple levels of distribution. Instead, marketing executives refer customers directly to the company. Customers then purchase product directly from the company instead of from a distributor. This means no one makes any investment in inventory and there is no way for anyone to lose money, making operating a Melaleuca business essentially a risk-free venture. Prior to 1985, this concept had never been tried.

　　１９８５年，美乐家推出了一个全新的商业模式，被称为“消费者直效行销（又译消费者直购系统，ＣＤＭ）”，这大大不同于直传销模式。美乐家的消费者直购模式，所有会员并非中间商也不转售产品，也不存在直传销的多层次价差。其定位经营的会员，也只是介绍他们要推荐的客户直接到公司办理会员，然后享受购买产品所有优惠与好处。这意味着没有一个会员需要在美乐家进货囤货，当然也不会有任何赔钱。这意味着美乐家成为了一个夫正的无风险创业机会。这在１９８５年之前，是历史上从来没有过的商业模式。

When Melaleuca first announced it was going to use a Consumer-direct marketing model rather than Multi-level Marketing, many industry experts forecasted that the company would fail. (It was assumed that unless a company sold case lots of products or large quantities in each transaction amounting to at least $100 or more per transaction no company could survive.) In the beginning, Melaleuca anticipated sales of approximately $30 per month per household – not even close to the $100 minimum threshold. Experts in the direct selling industry thought that the cost per sale would exceed the profits from such a tiny transaction and therefore, they forecasted Melaleuca’s rapid demise. But, after 27 years of success, Melaleuca claims it has proven the experts wrong. That claim may be valid as Melaleuca’s sales in the U.S. have now exceeded the annual sales of MLM companies such Amway, NuSkin, Shaklee and Herbalife.

　　当美乐家首次宣布它打算用一个消费者直购模式而不是传统的人员式直传销模式经营时，不少业内专家预测，该公司将失败。

　　（这里有一个假设，直传销公司必须要能够销售出大量的产品，尤其是除非直销商报单１００美金以上，否则没有一家直传销企业能够生存下去。）最初，美乐家却分析认为每个家庭每月大概生活必需要品消费在３０美金以上，所以它甚至规定了不允许消费者购买超过１００美金的门槛。

　　这在直销行业的专家们看来，美乐家的运营成本将会超过其想获得的利润。因此，他们预测美乐家将会很快失败倒闭。但是，经过27年的成功经验，美乐家用实践证明了这些专家们的错误。

　　因为，美乐家在美国的年营业额真的已经超过了最著名的传统的传直销企业如安利、如新、嘉康利和康宝莱。

In spite of an economy that has caused competitors to slide backwards or maintain the status quo, Melaleuca continues to flourish. The majority of the company’s growth in 2012 came from the U.S. and Canada, and the balance came from 14 other countries.

　　尽管北美的直传销竞争对手面临营业额下滑与勉强维持原来的营业额，但美乐家却持续蓬勃发展。有意思的是，２０１２年美乐家公司的增长，年营业额大部分来自美国和加拿大本土的成长，小部分营业额则来自其他１４个国家。

Melaleuca CEO Frank VanderSloot stated, “Melaleuca’s growth is a tribute to our unique marketing strategy. When we decided to dump the Multi-level Marketing model and switch to Consumer-direct marketing in 1985, we were told the Consumer-direct model would not work and we would go broke trying to make it work. I think our 27-year history of consistent growth proves that theory wrong. The Consumer-direct marketing model has proven to be far superior to Multi-level Marketing.”

　　美乐家创办人兼首席执行官范德士先生说：“美乐家持续成长是一个验证了我们独特的商业模式的成功。１９８５年，当我们决定以反直传销方式切换到消费者直购系统时，我们被告知消费者直购是根本是行不通的，而我们做到了。我觉得我们27年持续增长的历史，已经验证了专家们的这一理论是错误的。消费者直购系统已被验证它已经是远远优于直传销模式。“

There continues to be strong consumer demand for Melaleuca’s health and wellness products. Melaleuca touts its high-quality natural ingredients which make up over 350 proprietary and patented formulas.

　　目前美乐家的营养健康食品系列的市场潜力巨大，消费需求强劲。这主要缘于美乐家产品不但拥有着高品质的天然成分，而且拥有超过350个独家产品和专利配方。

It was just last December when VanderSloot announced plans for a new headquarters for the company to be located south of Idaho Falls.   The new 40-plus acre campus will cost an estimated $50-million dollars and will consolidate all of the companies departments bringing them all under one roof.   Construction on that facility is set to begin sometime later this Spring.

　　在刚刚过去的１２月，范德士总裁宣布了美乐家公司位于爱达荷市南部的建立一个新总部的计划。占地４０英亩的新总部基地将耗资估计为５０亿美元，它可以将美乐家过去相对分散的各个部门全部整合到一起。而总部的建设将计划２０１３年春季之后开始破土动工。

原文网址：http://www.businessforhome.org/2013/02/melaleuca-1-13-billion-revenue-in-2012/　

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