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The author:(作者)aaapublished in(发表于) 2013/12/24 8:42:03 Chinese direct-market size nearly 170 billion pyramid fraud more billions _ Sina news
The China economic weekly reporter Wang Hongru | Beijing
On November 2, the direct selling industry development research center of China, Peking University-sponsored international seminar on evolution of direct selling regulations and supervision. From the United States, and Japan, and Korea, and Viet Nam, as well as experts from Taiwan's direct selling industry officials, government regulators, and Chinese experts and scholars to discuss research on effective ways to direct supervision, making reference to overseas experience to prevent pyramid fraud. Amway, baojian, Herbalife, Mary Kay, a dozen famous direct marketing company's "big brothers" have also been asked to participate in this workshop.
Direct sales at 169.68 billion yuan market scale
Direct selling is an alien, originating from the United States, usually refers to independent marketers outside the fixed place of business of selling products and services to customers in a face to face manner. In the 1990 of the 20th century, the outlet was introduced into China.
The direct selling industry, Executive Director of the development research center of China, Peking University Wang Yuben believes that direct contains at least the following three layers: non-store, that is, not in the traditional sense, the retail sales; products to consumer Terminal direct; with the product as a link directly from person to person.
On August 10, 2005 since the promulgation of the direct selling regulations, steady progress has been made in opening the direct selling industry in China. By August 2013, 37 companies in China's Ministry of Commerce issued direct selling business licensing. 2012 direct marketing reach 169.68 billion yuan in China, more than 140 billion yuan in 2011 rose 29.68 billion yuan, growth rate of 21.2%. In 2013, China's direct marketing continues to maintain its high growth.
Direct model access to the Chinese market to grow rapidly, especially in Government through policy guidance, which contribute to the direct selling industry toward a solid benign direction.
Pyramid fraud involving an amount of extra hundreds of billions
In recent years, pyramid frauds on the Chinese market has become more and more serious signs. Direct selling industry development research center of China, Peking University, pyramid fraud involving funds accumulated over hundreds of billions of dollars. Because the relevant legal construction lagging, direct the host to correctly function.
In 1997, the State administration for industry and Commerce issued the pyramid scheme regulations, in April 1998, the SAIC issued the implementation < operating activities of the State Council concerning the prohibition of pyramid selling notifications > notifications, which refers, MLM business has evolved into the international community as a universal ban on a lot of "rats" and "pyramid fraud".
Wang Yuben seems generally, there are two: first, the development needs of the direct selling industry norms and WTO commitments to openness; the second is pyramid fraud rampant prohibition.
Coat lines often with multi-level marketing pyramid fraud fraud in reality.
Not only is our country, most countries around the world banned pyramid fraud. Wording while differ, but are contains important of core concept: pyramid type fraud is by new joined who (new rolled off the) paid (joins fee), to made future profit opportunities of a schema organization, but its profit opportunities is must by the joined who (its Qian or subsequently of joined who) again introduced more people joined this organization, and non-sales merchandise to consumers and to.
Direct selling industry is confused, due to the limits of direct sales, MLM and pyramid frauds is not clear, how to tell difficult for people in the actual operation. Participating departments in charge of direct selling companies suggest simple universal education to the public, has one of the most basic public pyramid fraud judgment.
Han Yusheng, a professor at Renmin University law school believes that pyramid fraud and direct marketing is the most important difference: pyramid frauds are mainly money games, and the outlet is mainly to sell products to consumers.
In addition, Peking University Law School Professor Liu Kai Xiang believed that control of the pyramid fraud industry depends on effective enforcement of the law enforcers, but should also strengthen industry self-regulation, industry association role to play.
In China, the distinction between direct sales and illegal pyramid selling is always the important factors affecting the healthy development of the market. Participating expert said, direct and illegal MLM can from three a aspects for simple distinguish: first, received not received started fee, illegal MLM will charged high of started fee, and direct is not received started fee of; second, can free exit and return, illegal MLM are is prohibited exit and return of, and direct enterprise are has perfect of exit and return system; third, is to pulled head to calculation sales personnel of performance, illegal MLM is simple to pulled head to made income of, Direct marketing is direct marketing sales performance to calculate the income.
China University of political science and law professor Dean Sun Xuanzhong believes that direct marketing is the most effective way of marketing, direct sellers of personalized service provided by flexible forms of employment, as well as direct training, direct marketing industry brought about by the direct sellers improve quality as a whole, are conducive to the development of the market economy.
《中国经济周刊》 记者 王红茹|北京报道
11月2日，由北京大学中国直销行业发展研究中心主办的国际直销法规演变及监管研讨会举行。来自美国、日本、韩国、越南以及台湾地区直销行业的专家、政府监管部门的官员，与中国专家学者一起探讨研究直销监管的有效方法，借鉴海外防范金字塔欺诈的经验。安利、宝健、康宝莱、玫琳凯等十几家知名直销公司的“大佬”们也都被请来参加此次研讨会。
直销市场规模达到1696.8亿元
直销是一个舶来品，它起源于美国，通常是指独立的营销人员在固定的经营场所之外以面对面的方式向顾客出售产品以及服务。20世纪90年代，直销被引入我国。
北京大学中国直销行业发展研究中心执行主任王雨本认为，直销至少包含以下三层意思：无店铺，即不在传统意义上的卖场销售；产品到消费终端的直接性；以产品为纽带的人与人的直接性。
自2005年8月10日《直销管理条例》颁布以来，我国在开放直销行业方面取得了稳步进展。截至2013年8月，我国商务部向37家企业颁发了直销经营许可。2012年我国直销市场规模达到1696.8亿元人民币，比2011年的1400亿元增长了296.8亿元，增长速度为21.2%。2013年，我国直销市场继续保持高速增长。
直销模式进入中国市场后成长迅速，尤其是政府通过政策引导，促使直销行业朝着稳健良性的方向前进。
金字塔欺诈涉及金额超千亿
近年来，中国市场上金字塔欺诈行为有越来越严重的迹象。北京大学中国直销行业发展研究中心统计，金字塔欺诈涉及的资金累计应超过千亿元。由于相关法律建设滞后，正常的直销不胜其扰。
1997年，国家工商行政管理总局发布《传销管理办法》，1998年4月，国家工商行政管理局发布《关于贯彻落实<国务院关于禁止传销经营活动的通知>的通知》，其中提到，传销经营已大量演变成国际社会所普遍禁止的“老鼠会”和“金字塔欺诈”。
在王雨本看来大致有两个：一是直销行业的发展需要规范，且有WTO开放承诺；二是金字塔欺诈行为的猖獗需要禁止。
金字塔欺诈往往借助多层次传销的外衣行欺诈之实。
不仅是我国，全球大多国家均明令禁止金字塔式欺诈。措词虽然有所不同，但都包含重要的核心观念：金字塔式欺诈是由新加入者(新下线)付费(入会费)，以取得未来获利机会的一种架构组织，但是其获利机会却须由该加入者(其前或其后之加入者)再介绍更多人加入这个组织，而非销售商品给消费者而来。
让直销业界感到困惑的是，由于直销、传销和金字塔欺诈的界限不清，在实际运作中如何辨别让人很为难。与会直销企业建议主管部门向公众进行操作简单的普及性教育，让公众对金字塔欺诈有一个最基本的判断。
中国人民大学法学院教授韩玉胜认为，金字塔欺诈与直销最重要的差别是：金字塔欺诈主要是金钱游戏，而直销主要是为了销售产品给消费者。
此外，北京大学法学院教授刘凯湘认为，对金字塔欺诈的行业监管要依靠执法者的有效打击，更应加强行业自律，发挥行业协会的作用。
在中国，直销与非法传销的区分始终是影响市场健康发展的重要因素。与会专家表示，直销与非法传销可从三个方面进行简单辨别：第一，收不收入门费，非法传销都会收取高昂的入门费，而直销是不收入门费的；第二，能不能自由退出和退货，非法传销都是禁止退出和退货的，而直销企业都有完善的退出和退货制度；第三，是不是以拉人头来计算销售人员的业绩，非法传销是单纯以拉人头来取得收入的，而直销是以直销员销售产品的业绩来计算收入的。
中国政法大学商学院院长孙选中教授认为，直销是最有效的销售方式，直销员所提供的个性化服务、直销业灵活的就业方式以及直销培训所带来的直销员素质整体提升，都有利于市场经济的发展。
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