Analysis on Marketing Optimization Strategy of Direct Selling Industry

Analysis on Marketing Optimization Strategy of Direct Selling Industry

Direct selling, as its name implies, is direct selling, and the marketing method of directly providing products or services to consumers is the real direct selling. The following is the analysis paper of marketing optimization strategy in direct selling industry, which I collected and sorted out, hoping to help everyone.

First, the problems existing in the marketing strategy of the direct selling industry.

1, quality deviation of marketers

Similar to Amway (China), what do most direct selling industries in Chinese mainland use? Shop+marketing staff? The new marketing model does not set strict requirements for academic qualifications, work experience and social experience like other industries, but sets the entry threshold lower, giving anyone who intends to become a marketing representative an equal opportunity to learn and accumulate experience in the sales process. Therefore, the quality of employees is generally low and interpersonal relationships are limited. Therefore, we can't share the true feelings of the products with friends and relatives around us. We can only distribute business cards and product leaflets along the street, even set up stalls on the street and go to major office buildings to force sales. These behaviors caused great resentment among people around them. This not only has a negative impact on corporate image and brand awareness, but also has a negative impact on the normal sales activities of other marketers.

Although some direct selling enterprises have their own training centers, they are only aimed at the marketing directors above the senior marketing director, without unified and standardized training for new marketers, and only rely on the experience inheritance of experienced marketing directors, which objectively hinders the business process and development of new marketers.

2. Blind incentives will have a negative impact on marketers.

In the direct selling industry, the incentive to dealers is a very important measure and means. The company's training for marketing personnel mostly involves the future development prospect of the direct selling industry and the core competitive advantage of self-employment, which stimulates the enthusiasm of dealers and rushes to the front line. However, most operators, especially inexperienced marketers, want to do something big after being motivated, but they don't know what to do when they leave home, and they are still at a loss about how to carry out marketing work, and there is no way to achieve the results generated by real motivation.

3. Dealers don't know the direction of marketing work.

At present, because the company has not designed established marketing channels for marketers, all marketers need to face their own thinking to set the target market, so as to directly contact end customers and maintain loyalty. The target market of most marketers is mostly in front of shopping malls or supermarkets, distributing product leaflets or promoting sales in some open-air markets. In particular, some foreign marketers have no acquaintances in Beijing, which has become the only way to build customers. Therefore, the uneven distribution of marketing personnel in the market eventually leads to the excessive density of marketing personnel in some open-air markets and office buildings, resulting in vicious competition and more serious market crossover. At the same time, it will disturb potential customers and destroy a good marketing environment.

4. Low-priced products seriously disrupt the market order.

Adopting the strategy of national unified price is a way to safeguard the interests of dealers. If the pricing of products in different regions is different, it will lead to the disorder of the whole mainland market. In the marketing plan of Amway (China), the retail commission is set at 65,438+0, and the net turnover of 800 yuan is 9-27% of the net turnover of 90,000 yuan. Therefore, the initial sales representatives can only get the retail bonus from 90 yuan, while the operators with higher retail can get the income from 270 yuan. As a result, some higher-level marketers give corresponding discounts on the national unified price, use their own retail bonuses as discount subsidies, and occupy the market with lower prices. Small profits but quick turnover? Means.

In this way, for marketers with higher commission ratio, they can make profits, but under the same conditions, for marketers with lower commission ratio, it is unfair competition, which also confuses consumers' understanding of products and disrupts market order.

5. Consumers' acceptance of marketers is low.

Consumers' unfamiliar visits to some marketers and low trust in marketers make it difficult to place orders. Amway's marketing is very different from other promotion methods. It pursues to increase consumers' repeated purchase frequency through high-quality service, thus reducing marketing costs, and a very important factor in realizing repeated purchase lies in consumers' trust in operators. For a strange visit without any appointment, consumers will definitely not accept the operator's products without knowing the operator's motives and products, and even have resentment. In addition, most consumers still have relatively high trust in the traditional marketing model, which makes it more difficult for marketers to carry out their work.

6. Consumers have low awareness of product pricing.

Most of the daily necessities used in Amway products are concentrated. Although the unit price of one-time purchase looks much more expensive than that of supermarket, after careful calculation, the price of direct selling products is much lower. However, comparing the price of concentrated Amway products with the pricing of other brands on the market, some consumers still say that Amway products are expensive. Most of the sales of Amway products come from word of mouth. Before consumers have an accurate positioning of product pricing, the fact that it is not objective enough to pass on may also become an obstacle for marketers to carry out their work.

7. The construction of network marketing and logistics distribution system is not perfect.

Marketers who are far away from the company's direct stores usually buy back products that have sold well recently as reasonable stocking, thus reducing transportation costs and time costs. However, the company does not provide free delivery service for dealers, which makes it more difficult for marketers. Especially in a large number of promotional activities, marketers bought a large number of products, but they did not manage them well, and the phenomenon of losing goods in the company's direct stores was more serious, which disturbed the order in the store.

However, the company's existing online shopping home delivery system can be delivered within 72 hours in the main city, which leads to the failure of marketers to deliver the products needed by customers in time and delays the time to serve customers.

8. The company needs to strengthen the management of customers without cards.

In order to ensure customers return goods and get one-on-one professional service, the company has been implementing the operation mode of shopping by credit card. However, many consumers know that Amway's products are very good through the media, relatives and friends, and there is no professional marketing staff service. When they buy in the company's direct stores, they are often harassed by some marketers. Many marketers do not rely on their own strength to open up the market, but hope that the turnover of products purchased by these customers is their own product sales performance. On the one hand, it has seriously affected the order of the company's stores, on the other hand, it has also had a considerable impact on the company's corporate image.

Second, the marketing optimization strategy

1, increase the training of dealers, and comprehensively improve their professional and business capabilities.

The business philosophy of many direct selling companies, including Amway (China), is to provide ordinary people with a good opportunity to start a business with more work. Operators can learn gradually in the process of operation and improve their abilities in all aspects. According to the survey, some marketers have a great deviation from the marketing theory of market development and maintenance because they have no professional education and lack the professional ability to serve customers. They often develop and maintain the market according to their own ideas, which is inconsistent with the pace of enterprise development and has a great relationship with the success or failure of enterprises in the market. Therefore, when organizing dealer training, direct selling enterprises should have diversified contents and distinct levels.

(1) Training of new sales representatives: Since new sales representatives are the follow-up force for the sustainable development of enterprise turnover, we should pay attention to their induction training, including the products, relevant business policies, operation mode and corporate culture of the enterprise.

(2) training for dealers: dealers are business partners who change their identities. After mastering the basic skills needed to serve customers, the focus of their thinking is the construction of the market. Therefore, the training content should be the basic mentality necessary in the process of starting a business and the development of strange markets.

(3) Training of Marketing Director: In the direct selling industry, motivation and self-motivation play an important role, so leaders at the marketing director level and above should learn to tap the huge potential hidden in their own hearts in dealers, so as to promote each dealer and its sales representatives to achieve maximum performance. Especially when dealers or sales representatives are selling a single product or service, it is very reasonable to adopt an incentive mechanism for them because the goal is clear.

2. Do a good job in market research and crack down on low-priced products.

There are three reasons for the emergence of low-priced products: first, some high-ranking marketers use part of retail dividends as discounts to seize market share. Small profits but quick turnover? ; Secondly, some marketers neglect market construction and customer management, resulting in excessive product backlog and poor capital turnover, so they will dispose of surplus products or expired products at low prices; Third, counterfeit goods are prevalent. Low-priced products are seriously destructive to the market, and a lot of market research must be carried out to solve this problem.

Regardless of the level, once it is tested and certified as a low-priced market, it will be given the highest severe punishment and the dealer contract will be terminated. Such measures can effectively curb the unfair competition behavior of higher-level marketing leaders. Because the higher the level of leadership, the higher the income and status, so it will not easily use the market accumulated for many years as the risk collateral for immediate interests, thus effectively curbing it? Small profits but quick turnover? The behavior of.

The prevalence of counterfeit goods has done great harm to consumers. To this end, on the one hand, enterprises jointly with the police, severely track and investigate fake manufacturing dens, and regularly announce the results of the crackdown, so that marketers and customers are full of confidence in the enterprise; At the same time, educate customers to buy products through formal channels. On the other hand, set up functional departments to investigate the areas and channels where counterfeit goods are prevalent in the market and strengthen the control of counterfeit goods; At the same time, all marketers and enterprises are encouraged to supervise together to maintain the healthy development of the whole market.

3. Senior marketing leaders should provide personalized consultation for new dealers.

Every marketer has individual differences, and the successful operation mode of one person does not mean that all dealers are successful. Therefore, as a senior marketing manager, he can not only impart his successful experience to the developed dealers, but also provide personalized counseling according to the advantages and characteristics of different marketers to facilitate the development of marketing work. The establishment of sales channels has become a difficult problem for most marketers. Senior marketing leaders need to cooperate more closely to provide all marketing partners with new ideas for future development and make their work more effective and easy.

4. Maintain customer loyalty by increasing the added value of products.

High-quality products and services and the activity platform organized by the company are the same conditions for every dealer, so dealers need differentiated services when expanding their customer base. If you build a platform with personal connections or create opportunities to help consumers solve their learning problems, you can build a good emotional foundation with customers. In this way, the probability of consumers accepting products will increase, and their loyalty will be gradually cultivated, so as to realize sustainable repeated consumption. More importantly, it is easy to achieve referral. Referral is a powerful opportunity for dealers to save market development costs and improve the efficiency and stability of new market construction.

5. Further improve the distribution system.

For distribution services, enterprises need to cooperate with multi-party logistics companies to strengthen the logistics distribution system. The delivery time of 72 hours in the main city is too long, so the delivery time must be shortened. The company can equip itself with some vehicles and professional logistics and distribution personnel, and divide all customers who need to deliver goods within 6 hours into several groups according to different routes for half a day. This can not only save time and cost, but also improve work efficiency. Especially during the promotion period, it is necessary to increase the number of delivery vehicles, and when the purchase volume of promotion activities is large, a reasonable delivery system can make the orders in the store orderly and there will be no loss of goods.

6. The duty system of senior executives effectively prevents marketers from robbing customers.

For the phenomenon that marketers compete for customers in stores without cards, enterprises can adopt the management system of duty personnel. Marketing leaders above senior director have basic skills and can provide professional services to customers. Therefore, a marketing director is on duty in the store every day to provide professional services to customers who don't have cards. All products purchased by these customers are regarded as the sales performance of the personnel on duty. In this way, on the one hand, customers can get satisfactory service, on the other hand, it can also curb the bad behavior of competing for customers in enterprises' stores to a certain extent. In addition to the personnel on duty, enterprises also need to equip some security personnel to supervise the occurrence of similar violations.

The separation of production and marketing not only saves a lot of costs for manufacturers, but also provides a good platform for dealers to create profits. Through direct selling, enterprises can save marketing costs and directly contact end customers. However, for most enterprises, there are not only great challenges in implementation, but also the conditions mentioned in the Regulations on Direct Selling Management cannot be met one by one. Therefore, in the future, more and more enterprises will begin to try cross-industry alliances. While not changing the existing sales model, use the existing direct sales channels to sell. In short, the new direct selling industry needs healthy development and more protective measures to protect it.

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