International Direct Selling And Its Prospects In China

Globalization has become the trend of the world economy, providing great opportunities to all countries. With China's accession into the WTO in 2001, the international free market game rules are introduced into China, and there will be more opportunities and challenges for China. As part of the promise, China committed in the WTO agreement to allow market access for "wholesale or retail trade services away from a fixed location", requiring China to fully open up the direct sales market by December 11,2004. As one kind of marketing tools, direct selling has ever aroused a lot of controversy because it was thought to be an illegal way to collect money. In 1978, the found of the World Federation of Direct Selling Associations made it known to the world as an industry. Especially in 2004, the whole sale of direct selling was more than US$ 90 billion and more than 50 million people are doing this business. It has undergone more than 20 years' steady growing.Beginning in the late of 1980s, the direct selling in China has also experienced such history from hated by the people, confused it with pyramid selling scheme to accept it little by little. But now it is opened step by step, and the laws to protect this industry have begun to implement. A new industry will appear in front of us. By analyzing the development track of Amway, we can see the trail of direct selling in China. As one of the direct selling leading companies, Amway showed us its prosperity by the way of direct selling and its special marketing strategy. Its experience can give Chinese companies many references.This thesis focuses on the following parts to illustrate the future of direct selling in China: the first part is talking about the history of direct selling in the world, the definition and patterns of direct selling. By analyzing it, the author forecasts the future of direct selling in the world economic development.