Cultural and educational planning and design for direct selling companies

Cultural education planning and design for direct selling enterprises

Introduction: After traditional enterprises introduce direct selling, they cannot simply transplant traditional industry management concepts, but must re-plan and design based on the particularity of direct selling. Design culture and education section. Below is the cultural education planning and design of direct selling companies that I bring to you. I hope it will be helpful to everyone.

The difference between direct selling culture and traditional culture

Before talking about direct selling culture, let me first explain the characteristics of the "direct selling circle". From a global perspective, the "direct selling circle" is a very special circle. First of all, it is a circle of contacts that connects people with no connections around the world through the direct selling mechanism to form a new circle of contacts. Secondly, it is It is also an information circle, publishing information on products, health, wealth, etc.; at the same time, it is also an emotional circle, with a deep human element; it is a product circulation circle, selling regular, legal, and high-quality products; and it is a wealth circle, Create wealth; and in terms of interpersonal collaboration, it is a collaboration circle. It can be said that the "direct selling circle" covers almost all circles in society and is a large and inclusive circle, which makes the direct selling culture based on it unique.

First of all, perceptual culture is greater than rational culture. In the direct selling industry, there is more of a culture of passion, atmosphere and following.

Secondly, loose culture is greater than rigorous culture. This refers to the management of dealers. First of all, it is not an administrative control, nor is it the contract management of traditional industries. Rather, it is a relatively loose system that is bound by emotion, relies on legal platforms, and is driven by a direct selling wealth-driving mechanism. In this system, there is a relatively high degree of freedom, especially time freedom and money freedom. ?

Once again, dream (vision) culture is greater than reality culture. This is an unavoidable characteristic of direct selling companies. Therefore, companies must have big dreams and plans and communicate them to dealers in order to obtain more support and development.

Then, Western culture is greater than local culture. Direct selling was introduced from abroad in the 1990s. At that time, China had just taken the steps of reform and opening up. The introduction of foreign concepts and products had a great impact on the Chinese people. Direct selling was mostly an admiration for "foreign culture".

Finally, there are three highlights. That is to say, the wealth-creating culture is prominent, and most direct selling practitioners are aiming to create wealth; the Shantou (system, team) culture is prominent, and every dealer wants to establish his or her own Shantou. This is worth encouraging in the direct selling industry. It can enhance the multiplier power of the enterprise, but also increases the difficulty and risk of enterprise management; the honor culture is outstanding, and most direct selling practitioners are from the general public and may have never received honors, so they pay special attention to the acquisition of personal honors.

Reference coordinates for direct selling culture design

When a company is ready to introduce direct selling culture, it can set reference coordinates for itself for better development. First of all, you can consider "following strategy" as an important way to achieve success. For example, Pepsi-Cola follows Coca-Cola, and Baidu follows Google. These are all follow-up strategies. In China's direct selling industry, most companies are also copying. For example, Perfect is to closely follow the pace of Amway, truly achieve a counterattack from the grassroots to the aristocracy, and become the second largest enterprise in China's direct selling market.

Secondly, set industry reference coordinates and implement "anti-transcendence". Of course, two points should be paid attention to in the process of setting coordinates: first, emphasize reality and stage. You can have dreams, but they cannot be a fantasy that can be achieved overnight; second, similarity. For example, you can use successful companies with similar product structures as your own as a reference.

In China’s direct selling industry, Amway and Mary Kay are companies with relatively mature direct selling cultures and have reference value. Throughout the development history of Amway, we can find that it has always been at the forefront of the industry and the times in terms of product development and cultural design, thus growing into the largest direct selling company in the Chinese market.

The development of direct selling companies in China today can still draw successful experience from the development process of Amway.

And Mary Kay’s cultural shaping process is also traceable: the original founder’s concept and culture are spread in one continuous line; it focuses on “female culture”, highlighting women’s growth, success, and charm; using women’s beautiful characteristics to attract attention; establish the pink color tone to create a "pink whirlwind"; launch "beautiful home" comprehensive cultural activities; highlight the high-end and charming atmosphere of store culture; establish a real-life public idol, and strive to create a vice president of sales Weng Wenzhi’s shining image and personal charm; shaping a participatory culture and constantly selecting “own advertising stars” from the dealer team. It can be said that Mary Kay’s creativity and methods in the process of cultural shaping can be regarded as the development coordinates of the industry.

After finding the reference coordinates, the direct selling company must then set the goals and objectives of the cultural planning, so as to formulate a unified direction and tone for the development of corporate culture. Although the goals and objectives of each enterprise differ due to their specificity, the basic framework is the same. In general, the goal is to build a harmonious, healthy, complete, creative and bright core cultural system to serve the company's direct selling business.

The purpose it follows is: to reflect the universality of industry rules; to highlight the characteristics of individual differences; to be targeted based on market demand; to be conducive to long-term inheritance; to create interfaces for the development of international markets. port scalability and deep mining capabilities. Therefore, no matter how a company plans a direct selling culture, these basic purposes must be implemented.

Contents of direct selling culture design

After clarifying the goals and purposes of direct selling culture planning, you also need to understand the content of direct selling culture design, and then you can promote corporate culture construction step by step. The design content of direct selling culture includes core value culture, positioning culture, image culture, product culture, management culture, marketing culture, team culture, market culture, regional and environmental culture.

Core values ??culture

Core values ??are the banner of an enterprise, the basic philosophy of the enterprise, and also reflect the mission of the enterprise. Every company has different values. Whether the refinement of corporate values ??is in line with the direction of development and whether it can inspire the company requires in-depth exploration by the company. Below, several cases are listed for reference.

Amway (China)’s core values: Ideal? refers to Amway’s primary goal, that is, “Amway adds color to your life”; mission? interprets Amway’s spiritual essence and specific business, through Amway marketing personnel, The partnership between Amway employees and members of the Amway Founding Family, along with Amway's quality products and sales services, provides everyone with the opportunity to achieve their life goals with the Amway Business Plan.

Perfect (China)’s core values: Corporate mission: ?Build a perfect career, have a perfect life?; and solemnly promise three unchanged things to the society: the concept of providing consumers with high-quality products remains unchanged; Perfect Dealers’ philosophy of providing career development opportunities remains unchanged; its philosophy of persisting in investment and long-term development in China remains unchanged.

Infinitus (China)'s core values: The core value "Si Li Ji Ren", although only four words, has rich meanings. Especially in the direct selling industry that advocates a wealth-creating culture, extending benefits is in line with its spiritual characteristics.

The core values ??of the above-mentioned major companies are not only in line with the development direction of the company, but also play a very good motivating role, and are relatively successful designs.

Positioning culture

Corporate positioning culture includes industry positioning, technology positioning, model positioning and industry status positioning. Among them, when enterprises are doing direct sales, industrial positioning is better than product positioning, and it is very important to integrate with the local economy and national policy industries. From an industrial perspective, positioning enterprise development can get more support, especially from the government, which is conducive to enterprise development. Specifically, enterprises must clarify their industrial lines, highlight their industrial characteristics, and at the same time connect their industries with the local economy and national policies.

Image culture

Corporate image culture covers a wide range of contents, which is specifically reflected in the following aspects:

First, it is visual image culture. These include the name of the company, the company's logo, the company's environment, the company's product packaging, the company's cultural product design, chain store display design, etc.

Secondly, it is the image culture of strength. In today's market development and cooperation, all companies, customers and partners pay attention to the strength of the individuals or organizations they deal with. This is also true in China's direct selling industry. Attention should be paid to discovering and promoting the strength culture of the corporate market. Specifically, it includes: the lofty status of a first-class industrial base, market expansion strength, financial system strength, sustainable development strength, three-dimensional public relations strength, and professional management strength.

Thirdly, it is the image culture of dealers and employees. Direct selling company personnel should focus on improving personal and team image and mental outlook, so that consumers can have a pleasant feeling after purchasing products. Specifically include: clothing culture, equipment and props, language norms, behavioral norms, etc.

Finally, it is social image culture. Including the professional image in a certain field (health, beauty, daily chemicals, etc.), the integrity image of the company, the law-abiding and normative image of the company and dealers, the company's charity and public welfare image, and the company's mission and responsibility image.

Product culture

We often say that the value of a product is the fusion of the value of the product itself, the use value of the product and the added value of culture. The same product, because of its cultural connotation, It becomes more attractive. When designing product culture, you can start from the following five cultures.

Product function culture: such as traditional Chinese medicine concepts, meridian culture, health culture, perfect "cleansing, toning and tonic", etc.;

Product innovation technology culture: including the international cutting-edge product formula nature, a world-class team of top scientists in R&D personnel, innovation in production processes, innovation in packaging levels, innovation in new raw materials, etc.;

Product quality culture that demands strict quality control: Nu Skin’s new process The adoption of technology, the adoption and implementation of advanced production management methods, and the adoption and implementation of advanced product quality testing methods;

Product diversification, life-oriented culture: a series of products covering all aspects of people's modern healthy life;

High-end and noble gift culture: that is, to create a series of corporate products into a high-end gift. Regardless of its price, packaging or social evaluation, it should reflect its high-end and scarcity.

Management culture

Management culture mainly refers to management ideas, management philosophy, and management style. It includes value standards, business philosophy, management systems, codes of conduct, ethics, customs, etc. . Direct selling enterprise management adds the following points to traditional industry management: management of specialty stores and service outlets; the particularity of dealer and team management (the establishment of dealer management committees); and the particularity of financial management.

At the same time, the management of direct sales should pay special attention to the following points: first, personnel management: focusing on passion and loyalty; second, information management: timely uploading and distributing of positive information; blocking of negative information , timely clarification, and result feedback; third, fund management: pay attention to safety and timely allocation; fourth, understand the importance of communication: in direct selling companies, communication is everywhere, communication between the board of directors and the operation management team, and the communication between corporate managers Communication with each other, communication between managers and platform employees, communication between corporate service personnel and direct sales teams, communication between direct sales personnel and consumers, communication between enterprises and functional agencies, media, etc.

Only by integrating the above points into direct sales management can we effectively avoid management risks and establish an orderly and efficient management system and atmosphere.

Marketing culture

Similarly, marketing culture is also a concept with rich connotations, including marketing model innovation culture, marketing service culture, specialty store culture, standardized process investment culture, etc. specific aspects.

First, the marketing model innovation culture.

First of all, it must be based on diversified marketing: such as direct sales, store marketing, Internet marketing (online store), membership marketing (database and points), relationship marketing (group buying), system marketing (Team mutual assistance), etc.; Secondly, it is necessary to form unique model highlights: such as launching a unique marketing theory, constantly summarizing and improving in marketing practice, locking the influence of the model through special publications, and confirming it through expert seminars The scientific nature of the model, expanding the coverage of the model through continuous publicity, etc.

Second, marketing service culture.

Marketing itself is a service process, and direct sales personnel and customers need to establish direct contact. Only in this way can direct sales personnel understand each customer's preferences and purchasing habits and provide more targeted marketing services. Therefore, enterprises should establish their own service standards, improve service processes, innovate service methods, and improve the overall quality of customer service personnel.

Third, store culture.

Focus on improving the following aspects of the specialty store: the image design of the specialty store; the specialty store information release system; the specialty store information feedback system; the specialty store customer database system; the specialty store promotion system; the specialty store atmosphere system; the specialty store Advertising, posters, colorful flags, etc.; improve the tool flow of specialty stores; common forms for specialty stores, product advertisements for specialty stores, promotional cards, and related tool flows.

Fourth, the investment culture of standardized processes.

Including the selection of the investment venue (five-star hotel standard); the atmosphere layout of the venue (LED background, banners, roll-up banners); the registration of participants’ information; the authoritative testimony of experts; the sharing of success; Product demonstration; model display; lottery draw; on-the-spot order promotion, etc.

Team culture

In the direct selling industry, its market size is often composed of teams. The cohesion of a team determines its "combat effectiveness" to a certain extent. Therefore, the construction of team culture has become an indispensable and important part of corporate culture design.

The specific content of team culture includes: charm culture, which advocates charm, attraction, and fashion; cooperation culture, which advocates sincere cooperation, harmonious coexistence, and mutual support at all levels; care culture, which advocates Care is everywhere; culture is respected, and we advocate exploring highlights, performing highlights, and spreading highlights; learning culture, advocating learning individuals and learning enterprises; happy culture, advocating achieving goals in happiness, advocating happiness as the goal of life itself; cultivating culture , which advocates diligence, dedication and persistent efforts; replication culture, which advocates copying of successful models; gratitude culture, which advocates drinking water and remembering its source, knowing kindness, and showing thanks, etc.

Market Culture

Nowadays, competition in the direct selling industry has become increasingly fierce, and culture has become an increasingly important competitive element. Simply put, market culture includes: sustainable business culture, sustainable development can give every participant an opportunity; professional system culture, because system and professionalism are the magic weapon for winning; excellent quality culture, which emphasizes products, models, services, etc. Quality, resolutely reject mediocrity; classic legal culture, always operating within the legal framework. I believe that if an enterprise achieves these points, it will be able to create a relatively mature and complete market culture.

Regional and environmental culture

Different companies are located in different regions. If they can take advantage of the situation, they will surely contribute to the development of the company. Specifically, it is to explore the unique regional culture and environmental culture of the company's location: such as Bama culture, Yandi culture, Pu'er tea culture, Sanjiupu and black tea culture, Dayu culture, Bohai Rim Free Trade Zone culture, Beibu Gulf Development culture etc.

Paths to improve direct selling corporate culture

Here, I would like to share with you some specific paths to improve direct selling corporate culture. These paths, grafted onto corporate culture construction, often play unexpected roles.

First of all, it is a person: the culture creation of the chairman. In the direct selling industry, following culture has become the norm, so through image packaging, honor focus, legendary stories (entrepreneurial stories), ideological release (struggle quotes, mission pride, success mottos), speakers, official positions, charity and society By shaping the individual chairman through responsibility and other methods, a follower and centripetal culture centered on togetherness can be formed.

Secondly, it is a book: a specialized work that highlights corporate values. For example, "Mary Kay Talks about People Management", Infinitus "Si Li and the Power of People", etc.

Third, an internal magazine (magazine, newspaper). For example, Amway's "Artistry Quarterly", Herbalife's "Herbalife Today", etc.

Fourth, a festival. There are more than 80 world festivals throughout the year, as well as company-owned festivals and original public festivals: such as "Stem Cell Day", "Liver Protection Day", etc. Enterprises can work hard to create festivals with their own labels.

Fifth, a song. When creating a song for a direct selling company, it is recommended that it be composed by a celebrity and sung by a famous singer.

Finally, an ongoing activity. For example, Amway: Nutrilite healthy running event; Infinitus: 10,000 people walking day event; Perfect: 10,000 people blood donation event; Anhui: Xiao Mushroom's industry health mile event; Chun Zhitang: 100-year health project, etc.

The above part is my simple discussion of the planning and design of direct selling corporate culture. It is not detailed enough. I hope it can provide some direction and thinking for the construction of direct selling corporate culture.

Direct selling enterprise education planning and design

The education platform of direct selling enterprises mainly includes training departments, training centers and business schools. Among them, business schools have been surging in recent years. The reason is that in the direct selling industry, most of them are ordinary people who have not received higher education, and they identify with and yearn for business schools.

There are many business schools in the industry, and their levels vary. How to establish an effective business school has become a top priority. In this regard, I suggest that enterprises should first have a comprehensive system plan, and then hire a team of experts and full-time education managers to provide a variety of courses, which will complement the education and training bases set up by the enterprise across the country. In this way, the basic structure is established for the formation of an effective business school.

Classification of education objects

To do a good job in educating direct selling enterprises, it is necessary to clarify the education objects. Specifically, its education targets include the employee team, management team, dealer team (junior, intermediate and senior), potential dealers (target consumers) and the public. After clarifying the specific education objects, it is necessary to teach students in accordance with their aptitude and set up targeted and characteristic courses.

The teaching staff of education

The teaching staff often determines the educational level of a company. If you want to stand out among many companies, you must have a clear understanding of the composition of the teaching staff.

The teaching staff of direct selling corporate education mainly includes: the most basic teachers, such as full-time lecturers and coaches from corporate business schools; full-time and part-time lecturers and coaches at different levels appointed by dealer teams and direct selling systems; corporate business schools. The core experts and trainers of the college's expert group; externally hired domestic experts, professors, and training masters from various industries; externally hired international experts, professors, training masters, and motivational masters, etc. ;