编者语: 

  从直销行业媒体人,到直销公司经销商,天问完成的不仅是身份的转变,更是彻底被“洗脑”的过程。不过这个“洗脑”过程是他自主完成的,连他都戏称自己几乎成为大陆直销业的一个公敌。

  笔者拜读了天问的博客,文中处处流露出对美乐家的爱慕之情,并枚举美乐家之利与中国直销现状之弊。撰文犀利之余也流露出天问对中国直销行业的难掩情结。关注直销行业十余年,经历过满心欢喜,饱尝过痛苦失望,却从未离开。不管他最后能成为多大的“网头”,我们更多期盼的还是他对中国直销褒贬时弊的文字。

  任何事物都需要适时“改革”。正如一直被奉为人类有史以来最优越的制度——资本主义,在欧债危机之后,批评质疑之声比比皆是。你不适应发展自行改变,那就只有等着被取而代之。或许这正是天问对中国直销最心底的说话。

                                    —— 直销博客网主编 蔡倩


天问

  1995年接触直销,1999年创办中国直销传播网,2000年进入咨询业,2003年加入《知识经济》出版部,2006年创办博族网,2008年加入美乐家,2009年创办直销微博,2011年晋升美乐家执行总监。

 
 

一、直销是未来社会发展的新趋势


   20世纪末,守门待客的经营理念已经明显满足不了消费者购物需求,而不为人知的直销方式正适应了市场发展的基本原则。因为直销员不仅上门直接把商品交到消费者手中,还要把一流的服务奉献给消费者。另外,随着科技的进步,企业生产环节采用机械化控制,这就使得一批工人分流下岗。这些下岗人员为了谋求生活,还要再就业。然而,由于产大于销,供大于求,每家企业或工厂需要的不是生产者,而是销售者。企业为了发展,也要顺应历史潮流,采用最先进的直销模式,工厂既降低了成本,直销商不需本钱,也没有风险,又不要特长,与传统生意相比,人们会看到这一优点,所以要选择这一职业。

  20世纪的结束宣告工业文明之后一个知识经济时代的到来,时代的发展把中国营销市场置于一个国际化的环境之中,传统的营销壁垒随着全球一体化进程而逐渐被打破,人们将要面临一个愈演愈烈的竞争,任何企业都唯有对产品开发、营销渠道、市场研究做深度的整合,对旧有的思路作战略性调整,才能开辟一条正确的赚钱途径,于是直销业必将兴盛。

 

天问观点:

  我经常同直销界,也同主流社会的各种朋友交流我对于直销十年来的观感,以及最终彻底失望的原因——直销行业的价值体系已经崩溃,整个直销行业的模式已经呈现出一种过时的、退化的、低效的特征。

  无数的业界朋友说我言论激进,措辞极端。一方面,我对趋势的把握与分析,往往让很多直销界的老朋友们既有认同感,又非常不爽。原因不言而喻——大家指望着靠这吃饭呢。大多数圈内朋友少则三五年,长则十余年,正是积累了大量经验,可以驾驭与运用其经验以大赚其钱的时候,哪里愿意就此放手,站到与我一样否决整个行业的价值与意义的队伍中来。我的观点,自然而然成了夺人口食的利刃。又岂能见容于此几年风头正健的直销达人们。奈何奈何!(
阅读全文

 

二、直销的重复消费能塑造品牌,提升业绩


   我们都知道,任何营销活动的结果,无非是要达到两个目的:一是增加客户数量,消费群体的增加,意味着销售量的增加;二是增加消费频次,在消费群体无法增加的情况下,让消费者增加消费频次,形成重复性消费。重复消费的关键是让消费者对品牌或对产品产生一种依赖,形成“成瘾性”的消费,变成品牌的忠诚顾客。

  一直以来,直销行业所强调的重复消费就是自然消费,用高品质的产品来打动顾客,让顾客心甘情愿地来消费。当然,这种消费并不局限于消费者,企业的经销商也可以根据自身的情况购买产品,觉得质量好,适合自己就用,不适合就不用,这样的做法符合优胜劣汰的市场竞争。产品能够不断创新,价格也能打动人的直销公司也就能不断地发展壮大。

 
 
 

天问观点:

  众多直销公司目前所做的:忽悠经销商加入时购买大单,为了小组业绩压力而每月补货。经营一家直销公司下来,最后大多数成功与不成功的经销商家里,皆是赚回了一大堆产品。本质上,直销的营销渠道链条上的不合理,比传统营销链更吃人。这一点,你只看看看,那些年营业额在几十个亿上百亿的大直销企业里,有多少公司的货经由制度的设定与人性的贪婪引导,从大仓转小仓,成为了无数的经销商家里永远的痛。(阅读全文

 

三、直销简单、容易做


   做直销事业就像演唱一首歌,当你把这首歌唱得滚瓜烂熟,你就可以教别人唱这歌,你教的人越多,直销事业就做得越大。被你教会的这些人也会不停的教别人唱同样的歌。如此循环下去,直销事业就逐渐做大,一切就这么简单。

 

天问观点:

  说到简单,也是直销人最难切入到的一种境界。事实上,直销作为一种营销模式要运转成功并良好,往往需要极高的综合素质,抗压能力。也因此,运作直销并非一件简单的事情。没有在直销业中泡上三五年的人,几乎很难在直销行业中占据一席之地。而现如今在直销业中能赚到一定金钱的人,几乎全部是有过丰富阅历的人。也就是说,缴够了学费的人。(阅读全文

四、直销可以建立一个持续世袭收入的管道


   无论你是年收入不到一万元的洗碗工,还是年收入超过十万元的高薪者,你仍然是用一份的时间去交易一份的金钱。说到工作保障,如果你因为被解雇,或有了疾病,或受伤等原因而不能工作了,那么你的工资收入也就停止了,哪里还会有什么保障呢?

  你怎样才能摆脱用时间换钱的陷阱呢?通过建造能带来持续收入的管道,你只需要一次性地工作就可以不断地得到报酬。所以一条管道胜过一千张工资单,管道日复一日、年复一年地在为你产生收益,无论你是否仍在工作。这才是保障——真正的财务保障。

 

天问观点:

  直销,曾经自命是“管道的生意”,意思是建立一个销售管道(传统营销概念上叫渠道)。《管道的故事》几乎被所有直销人奉为圭臬。然而,在这个销售即将被终结、消费导向正在到来的时代,我要大声地宣告:“管道的故事正在被终结,甚至已经被终结了。”

  为什么?因为你努力建立的管道,正在经受着市场竞争的无情洗牌。早期的直销人确实能建立非常良好的销售管道,然而随着竞争的加剧,渠道利益的争夺,在直销圈以拔出比、制度优越性比较所导致的结果是——人们开始倡导一个忽略终端消费的舍本逐末的竞争手段:拆管道,接管道。(阅读全文

五、直销掌握了倍增原理的精髓


   一个产生两个,两个产生四个,四个产生8个,8个产生16个……无休止的倍增下去,其力量是难以想象的。网络直销就是有一个经销商找出2个经销商,2个经销商找4个经销商,4个经销商找8个经销商,8个经销商找16个经销商……无休止的倍增下去。因此你的收入也会成线性的增长。与传统生意相比,你可以在3-5年内通过倍增获得你45年打工都不可能获得的收入。

 

天问观点:

  直销的倍增,往往是通过一个经营者,找出五个经营者,再找出25个经营者,最后建立一支以经营人群占80-90%的销售团队。美乐家的倍增,是一个爱用产品的经营者,影响出20-30个以上的产品爱用者,从中再20/80法则找出5-6个经营者一起合作。如果用数字来表达,这是经营者倍增“1-5-25”与消费者“1-25-5”倍增的典型区别。

  也正是这个倍增的不同,决定了组织稳健性的不同。举例:同样是20万的月营业额,在直销企业可能是5个人经营者每个人完成4万来完成,而在美乐家则是500个顾客(其中包括着20~30人左右的经营者)每个月消费400元来完成。直销队伍这5个经营者任何一个在某一个月出问题,都会导致这个业绩大幅度起伏甚至成为泡影;美乐家即使20-30个经营者出问题,也只会影响到至多30人×400元=12000元的营业额。(阅读全文

六、天问驳直销“盛世论、危机论、快富论、先机论、无风险论”

 

天问观点:

  貌视所有直销企业与直销人大力宣导的,就是经济危机、金融危机,正是直销新增长的好时机。可是,直销业真的就是经济危机、职业危机的解药么?我看未必!有一个事实是,中国历来少有雪中送碳,多有锦上添花。直销也不例外。直销业本是是非之地,多有居心叵测之徒与诈骗惯犯。而直销业本身运作,就有个公开的潜规则,叫下危机、挖骨髓,然后找方向、给出路,其最终目的皆是引君入瓮。(阅读全文

 
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