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日前,两家直销企业分别发生了这样两件事。7月27日,安利中国董事长郑李锦芬上了央视二套的《商道》节目,在近半小时的节目中,她除了讲安利和她自己,更花了很多的时间来向观众讲直销。毫无疑问,这位魅力非凡的女士让她讲述的一切都更能获得观众的更多理解。差不多同一时间,《北京青年报》刊载了康宝莱北京分公司部分网点涉嫌传销的调查,虽然并未定论,但记者以夸大宣传及涉嫌多层次为由,指明“个别直销公司为获取巨额利润和快速发展,不借铤而走险,其具有极强的隐蔽性。”安利和康宝莱,均为获牌的跨国直销企业,在业内也同样具有很大的影响力。但上述事件的发生,让我们感受到直销在中国的待遇,仍然是冰火两重天:一方面受到主流话语的肯定,能登大雅之堂;一方面却仍然遭受着偏见,可能因一家媒体的负面报道而如履薄冰,深陷涉传。同时,安利作为直销的最佳代表,仍然遭受着不小的压力,比如网络上总是存在的传销诟病,各种品牌广告号上从来不提“直销”二字,在主流话语圈中,直销始终是尴尬的。如何取得主流话语权?直销企业一直都花大力气于品牌与形象的打造,但为何效果平平?到底有没有更“便宜”的公关方法?这是我们今天将要讨论的问题。
Recently, two direct sales companies have taken such two things respectively. On July 27, Amway China Chairman Cheng Li-fei was on the “Business Road” program of CCTV’s two sets. During the nearly half-hour program, she spends more time speaking more about the audience besides speaking of Amway and her own. There is no doubt that this glamorous lady made everything she told her more about her audience’s understanding. Almost at the same time, the “Beijing Youth Daily” published a survey on the alleged pyramid selling of some outlets of Herbalife Beijing Branch. Although it was not conclusive, the reporter, with exaggerated propaganda and allegedly multilayered grounds, indicated that “for individual direct selling companies to obtain huge profits and Rapid development, without taking the risk and desperation, which has a very strong covert. ”Amway and Herbalife, are all licensed direct sales companies across the country, also have a great influence in the industry. However, the occurrence of these incidents made us feel that the treatment of direct selling in China is still fraught with sorrow. On the one hand, it is affirmed by the mainstream discourse and is able to ascertain the truth; on the other hand, it still suffers from prejudice and may be subject to the negative influence of one media Reported and treading the ice, deeply involved. At the same time, Amway as the best representative of direct sales, still suffered no small pressure, such as MLM has always been criticized on the network, all kinds of brand advertising never mention “direct marketing” word, in the mainstream discourse Direct marketing is always awkward. How to get the voice of the mainstream discourse? Direct sales companies have been working hard to build the brand and image, but why mediocre? In the end there is no more “cheap ” public relations approach? This is what we will discuss today.