Chinese-style direct selling

Author: Lin Liyuan Yuan Zhongwei
Publisher:
Publish Date: 2006-02-01
Features: As a marketing educator and theoretical researcher, the author has always been sincerely concerned with the entry of direct selling into China and the subsequent series of tragedies and comedies that unfolded in the country. From a researcher's perspective, he has engaged with, experienced, and participated in direct selling, with the majority of his involvement being research. The author has authored multiple monographs, published over a dozen papers, and served as consultants and lecturers for several direct selling companies. Even when direct selling was officially banned, many academic colleagues advised us not to stop researching direct selling, even including the psychology of participants in illegal pyramid schemes. This was because, before the ban, we had already published several papers that pointed out the problems and solutions of pyramid schemes in China.
After China joined the World Trade Organization, it signaled the inevitable resumption of direct selling in the country. In reality, although direct selling was officially banned, the disguised direct selling and underground pyramid schemes never ceased. Eventually, the government would have to adopt a strategy of (shūdǎo - dredging/redirecting) rather than (jiéliú - blocking/cutting off). The key to dredging and restoring direct selling lies in two aspects: first, avoiding the chaotic situation that emerged in the 1990s with direct selling and pyramid schemes; second, ensuring feasibility. For this reason, we have also submitted proposals to relevant authorities with our own suggestions.
It is heartening that the two "Cases" released on September 1, 2005, align perfectly with our ideas and recommendations. To guide the healthy and harmonious development of the direct selling industry in China and to support the implementation of the two "Regulations," we have compiled the book "Chinese Direct Selling."