Longliqi Direct Sales Strategy Research

China's reform and opening up has gone through thirty years, and direct sales in China has also gone through twenty years before it is realized. At the very beginning people couldn't accept and did not understand the direct sales, while today people gradually understand, accept and recognize it. The direct sales industry has developed from the early messy to today's development under laws and regulations, getting close to maturity step by step. Therefore, the model of direct marketing sales has become the important tactics for many medium and large enterprises in the marketing to gain market share and competitive advantage, making it the new force under the socialist market economy. Using the simple and direct methods, the direct sales has great and positive impact on economic interests of business development, corporate brand image and the development of social civilization.Based on the study on the nature of China's direct sales development, this article analyzes Longliqi company, which has changed from the model of trdaitional sales to the model of using both traditional sales and direct sales. It studies how direct sales model affect the company under the development of socialist market economy. Through my participation in its direct sales team experience and reading a lot of literatures, it objectively analyses the industry development strategy, the advantages, disadvantages, opportunities and threats using PEST, SWOT and 4P marketing strategy analysis. It further explains the unknown opportunities and changes brought by direct sales to Longliqi company, a local Chinese daily chemical industry. Then this paper describes the company's existing sales channels for improvement and introducing new management for love home stores. And I analyses the success it has achieved and the issues it has met, then put forward my views and make some suggestions on it.This paper made a detailed "physical examination" for Longliqi company as a national brands in china, affirmed the company enter the direct sales market strategy and direction. For those not only provide to the transformation of national enterprises to go abroad to provide a reference model, but also provide to the same type and same industry set up an example. Give some advice and suggestions, example:1,recommended Longliqi company to strengthen technical research and development; 2,increase the corporate culture and investment; 3,control logistics costs and expense; 4,improve and expand distribution channels; 5,"the confidence" as the important task for the sales teams. So that china's direct selling industry will keep up with global direct selling industry standards.