Current Situation And Development Of China's Multi-level Direct Sales

Direct selling includes one-level direct selling and multi-level direct selling commonly called spreading selling , both of which belong to the retail channels of commodity . Propagated to China in the 1990s , multi-level direct selling plays a vital role in the fields of market sales at home and abroad . The author analyses and delves boldly into this quite controversial way of selling .Propagated into China ,the multi-level direct selling has experienced pre-direct selling age ,shifting age( also known as quasi-direct selling age ). During the pre-direct selling age ,illegal multi-level direct selling attacked legal one seriously . As a result ,the messy situations appeared all at once that the waters were muddies and the bad became mixed with the good . This led to the bad impression upon the economic order and social stability in our country, what's more, shrouded the formerly law-abiding multi-level direct selling in the shadow of "illegal selling". The multi-level direct selling all over the world has undergone the process of being perfected, being standardized and being approved gradually. Undoubtedly, with the arrival of inter connected information and economic globalization today, if people can overcome the shortcomings of multi-level direct selling and manage it properly, it will certainly become the newly emerging force and propel our economy and society forwards along with the gradually-ripe market, the gradually-mature consumption psychology of the populace, strengthening of state supervision and sell-discipline of the industry.However, our economy is at an early stage of market economy. The market order and supervision are still not perfect. The consumers and the consumption psychology are still immature. Therefore, we can't understand the multi-level direct-selling-a new way of selling and its concept comprehensively nor can we study it profoundly and operate it. The author is making a thorough research on the analysis of the present situation and the existing problems. Based on it, the author pats forward the theoretical thinking and countermeasure to advance the sound development of the industry of the multi-level direct selling.