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社交電商時代,直銷行業的“危”與“機”

時間:2019-10-18 07:16來源:時代財經 作者:時代財經 點擊:
經歷了“權健事件”近一年的行業震蕩之后,直銷企業正逐漸步入正軌并尋找新的出口。而在移動互聯時代中風生水起的社交電商,給了正處于行業瓶頸期的直銷企業們新的發展機遇。

【直報網北京10月18日訊】(時代財經)經歷了“權健事件”近一年的行業震蕩之后,直銷企業正逐漸步入正軌并尋找新的出口。而在移動互聯時代中風生水起的社交電商,給了正處于行業瓶頸期的直銷企業們新的發展機遇。

DUIZAISHICHANGSHANGMOPAGUNDADUONIANDECHUANTONGZHIXIAOQIYEERYAN,WULUNSHIJIANGYEWUYANSHENDAOQITALINGYU,YIHUOSHIZHIJIEZHUANHUANFAZHANSAIDAO,DUIQIYEERYANDOUSHIBUXIAODEKAOYAN。DUICI,ZHONGGUOBAOJIANXIEHUIZHIXIAOGONGZUOWEIYUANHUIZHIXINGZHURENHUYUANJIANGGAOSUSHIDAICAIJING,ZHIXIAOMOSHIYUSHEJIAODIANSHANGMOSHILIANGZHEGEYOUYOUQUEDIAN,DANYOUCUNZAIZHUYOUSHIYULIESHIHUBUDEGUANXI。

WEILAI,“XIANSHANG”HE“XIANXIA”YOUSHIDERONGHE,CAIHUICHENGWEIZHIXIAOXINGYEFAZHANDEFANGXIANG。

優勢互補?

MIANDUIXIANRUJINCENGCHUBUQIONGDEGEZHONGXINSHANGYEXINGTAIDECHONGJIXIA,XUDUOCHUANTONGXINGYEDOUGANSHOUDAOLESHENGCUNDEJIANNAN,ERZHIXIAOXINGYEGENGSHIZAISHICHANG、YULUN、JIANGUANDEJIYAXIAJUBUWEIJIAN。WEILEZAIXINDESHICHANGHUANJINGZHONGSHENGCUN,XUDUOZHIXIAOQIYEDOUKAISHIJIANGMUGUANGTOUXIANGSHEJIAODIANSHANGZHEKUAIWOTU。

ZAIHUYUANJIANGKANLAI,SHEJIAODIANSHANGJIEZHUYIDONGHULIANWANGDEJICHUHEPINGTAI,ZAIXINXICHUANBODESUDU、KUANDUYIJIXIAOSHOUDEXIAOLVSHANGDOUJIAOZHIYIWANGYOULEGENGDADEYOUSHI。CHUCIZHIWAI,XIANGJIAOYUCHUANTONGZHIXIAOMOSHI,SHEJIAODIANSHANGNENGYOUHUAQIYEYUNYINGCHENGBEN,JIANGDICHANPINJIAGE,TIGONGGENGWEIGONGKAITOUMINGDECHANPINXINXI,BINGNENGGENGKUAIJIEDIMANZUXIAOFEIZHEDEGOUMAIXUQIU,ZHEXIEDOUSHICHUANTONGZHIXIAOMOSHISUOBUJUBEIDESHICHANGJINGZHENGLI。

HUYUANJIANGRENWEI,ZAIBAOKUOXIANXIAFUWUTIXIDEJIANLI、XIANXIAGUKEZHANXINGDEDAZAO、XIAOSHOURENYUANDEZHUANYEPEIXUN,YIJICHANPINDEFUWUHEZHANSHIDENGFANGMIAN,ZHENGSHIZHIXIAOMOSHIKEYIZAI“XINLINGSHOU”SHIDAIDEDAOGENGHAOFAHUIDEYOUSHISUOZAI。“ZHIXIAOMOSHIHESHEJIAODIANSHANGMOSHIDEJIEHESHIBIHUICHENGWEIZHIXIAOXINGYEXIAYIBUXINDEFAZHANCHANGSHI。”HUYUANJIANGSHUO。

新渠道的挑戰

ZHIDEZHUYIDESHI,YUELAIYUEDUOSHANGYEXINGTAIDECHUXIANSUIRANGEIZHIXIAOXINGYEDAILAILEXINDEFAZHANQIJI,DANCHUANGYEQUDAOZENGDUO、CHUANGYEMENJIANJIANGDIYEDUIZHIXIAOXINGYEZAOCHENGLEZHIJIEDECHONGJI。

CONGZUICHUDETAOBAOJINGJIDAOWEISHANGJINGJI,ZAIDAOXIANXIADANGHUODESHEJIAODIANSHANG,YIJIFENGTOUJIANSHENGDEZHIBOMAIHUO,DOUCHENGLEQIANGDUOCHUANGYEZHEDEXINQUDAO,ERGUOJIACHANGDAODE“DAZHONGCHUANGYE,WANZHONGCHUANGXIN”FENGCHAOYELINGDALIANGMINZHONGBUZAIZHISHICHUNCUIDEXIAOFEIZHE。CENGCHUBUQIONGDIYONGRUHULIANWANGPINGTAISHANGDEMAIJIAMEN,ZHIJIEDAOZHIZHIXIAORENYUANKAIFAXINKEHUDENANDUYUELAIYUEDA。

對這一問題,胡遠江表示,“直銷行業所經歷的跨界打擊看起來致命,但這類新業態因為強調單人行動、在中端直接銷售等問題,很難形成團隊作戰以及持續的受益保障。”胡遠江認為,在傳統直銷模式下,因為有企業做支撐,直銷人員不僅可以單人作戰,還可以通過營銷組織的建立和整體服務的輸出,獲得持續性的收益,“這也是直銷比較具有魅力的地方。”

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