Direct Selling In China In The Field Of Consumer Rights And Interests Protection Law Analysis

The “Encounter of Rats” and other proliferated illegal pyramid selling in the earlypromotion of direct sales model in China, has not only caused the market disorder, but alsocaused serious damages to the legitimate rights and interests of the consumers. Even nowpeople are still quailing in front of the direct sales model, and have a largemisunderstanding towards the whole industry. In order to maintain the healthydevelopment of market economy and ensure market stability and security as well as thebehavior of the direct selling companies to more standardized, our country formulatedrelevant legal regulation on direct sales model, which has become a unique model of directsales model in China.As the protection of consumers are closely related to the entire direct selling industryas well as the development of the enterprises of direct selling. So our country’s legislationactivities of direct selling should also be combined with the hidden dangers of theinfringement against the rights of consumers, which are caused by the enterprises of directselling. In summary, the pyramid-sale scheme which have the similar surface in the formand great harm to the rights and interests of the consumers must be prohibited to regulatethe marketing process of sales staff of direct selling, and guide the rational consumption ofthe vast number of consumers.But our academic circles confined the research of direct selling to scientific marketingand macroscopic study of the legal system. There are few achievements of specialdemonstration on the direct selling legal system from a legal point of view.Based on the legal perspective of the protection of consumer rights to study the directlegal system, this paper summarized the relevant legal subjects of direct selling andanalyzed the effects and as well as advantages and disadvantages of direct selling in depthto study the direct in specific. Thereby it has a certain theoretical and practical significanceto perfect the enterprises and healthy development of industry of direct marketing.