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直销牌照的高门槛和近乎严苛的报备披露制度,让众多的中小型直销企业不得不采用观望等待的政策。本刊在调查许多曾经宣布拿牌无虞的企业时,发现绝大部分企业已经开始摇摆与徘徊。但是,庞大的中国直销市场对绝大多数企业仍然形成了相当的诱惑。而直销模式只对单层次开放,从某种意义上讲,将先来者与后来者拉到了同一条起跑线上。这对于刚介入直销的企业,尤其是拥有传统营销渠道的内资转型企业来说,是相当有利的。而事实上,我们在调查中发现,如果把准备申请牌照的企业分为外资、内资和转型企业的话,这些企业的数量看起来呈哑铃形状。底气十足的外资巨头势在必得,实力雄厚的转型企业跃跃欲试,而历尽沧桑的内资直销企业犹豫不决,这就是立法元年中国直销企业面对牌照的真实写照。我们特意挑选了一部分有鲜明特点的申牌企业逐个点评,以飨读者。
The high threshold of direct selling licenses and the near-stringent disclosure filing system make a large number of small and medium-sized direct selling companies have to adopt the wait-and-see policy. When I surveyed many businesses that had announced no deal, I found that the vast majority of enterprises have begun to swing and wander. However, the vast Chinese direct marketing market still forms a considerable temptation for most enterprises. The direct sales model is only open to the single level, in a sense, will be the first and later to pull the same starting line. This is very beneficial for the newly involved enterprises, especially domestic-funded enterprises with traditional marketing channels. In fact, we found in the survey that if the enterprises preparing for the license are divided into foreign funds, domestic funds and enterprises in transition, the numbers of these enterprises appear dumbbell-shaped. Full of confidence, foreign giants are bound to win, the strength of the transformation of enterprises eager to go through, but experienced domestic direct investment enterprises hesitate, this is the first year of legislation China’s direct selling enterprises face the true portrayal of the license. We deliberately selected some of the distinctive features of the Shanghai enterprises one by one to comment readers.