Introduction: After the introduction of direct selling, traditional enterprises can not simply transplant the traditional industry management concept, but should re-plan and design the cultural and educational sector according to the particularity of direct selling. The following is the cultural and educational planning and design of direct selling enterprises I brought to you, hoping to help you.
The difference between direct selling culture and traditional culture
Before I talk about direct selling culture, may I explain? Direct selling circle? The circular feature of. From a global perspective, direct selling circle? This is a very special circle. First of all, through the direct selling mechanism, it circles people who have no contact all over the world and forms a new circle of people. Secondly, it is the information circle, which publishes information such as products, health and wealth; At the same time, it is also an emotional circle with deep human factors; It is a product circulation circle, selling regular, legal and high-quality products; It is a wealth circle, creating wealth; In terms of interpersonal collaboration, it is also a collaborative circle. Can you say that? Direct selling circle? It covers almost all circles in society and is an 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 are more passion culture, atmosphere culture and follow-up culture.
Secondly, loose culture is greater than strict culture. This refers to the management of dealers. First of all, it is not an administrative control, nor is it a contract management of traditional industries. It is a relatively loose system with emotion as the link, legal platform as the support and wealth-driven mechanism of direct selling as the driving force. In this system, there is a high degree of freedom, especially the freedom of time and money. ?
Third, the dream (vision) culture is greater than the real culture. This is an inevitable feature of direct selling enterprises. Therefore, enterprises should have big dreams and plans and convey them to dealers in order to get 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 ideas and products has had a great influence on China people. Is it right to do direct sales? Foreign culture? Worship.
Finally, there are three highlights. That is, the culture of creating wealth is outstanding, and most direct selling practitioners are trying to create wealth; ? Hill? The (system, team) culture is outstanding, and every dealer wants to establish his own? Hill? In the direct selling industry, this is worth encouraging, which can enhance the multiplying power of enterprises and increase the difficulty and risk of enterprise management; The honor culture is outstanding, and most of the direct selling practitioners come from the general public, who may never have won the honor, so they pay special attention to the acquisition of personal honor.
Reference coordinates of direct selling culture design
When enterprises are ready to introduce direct selling culture, they can set reference coordinates for themselves in order to develop better. First of all, can you put? Follow the strategy? As an important way to succeed. For example, Pepsi follows Coca-Cola and Baidu follows Google, all of which are follow-up strategies. In China's direct selling industry, most enterprises are also copying. For example, perfection is to follow the pace of Amway, truly realize the counterattack from grassroots to nobility, and become the second largest enterprise in China's direct selling market.
Secondly, set up industry reference coordinates and implement them? Anti-transcendence? . Of course, in the process of establishing coordinates, we should pay attention to two points: first, emphasize reality and stage. Dreams can exist, but they cannot become dreams overnight; Second, similarity. For example, you can refer to successful enterprises with similar product structures.
In China's direct selling industry, Amway and Mary Kay are mature enterprises with direct selling culture and have reference value. Throughout the development of Amway, we can find that it has always been at the forefront of the industry and the times, both in product development and cultural design, and has grown into the largest direct selling enterprise in China market. Today, the development of direct selling enterprises in China can still learn from the development of Amway.
Mary Kay's cultural shaping process is also traceable: the concept and culture of its original founder are in the same strain; Mainly? Female culture? , highlighting the growth, success and charm of women; Attract attention with the beautiful characteristics of women; Create a pink tone to create? Pink whirlwind? ; Push it out? Beautiful home? All-round cultural activities; Highlight the high-end and charming atmosphere of store culture; Establish a realistic public idol and strive to create the shining image and personal charm of Weng Wenzhi, vice president of sales; Create a culture of participation and constantly select from the dealer team? Your own advertising star? . It can be said that Mary Kay's creativity and methods in the process of cultural shaping can be called the development coordinates of the industry.
After finding the reference coordinates, the direct selling enterprises will formulate the goals and objectives of cultural planning, and formulate a unified direction and tone for the development of corporate culture. Although the goals and objectives of each enterprise are different because of its particularity, the basic framework is the same. Generally speaking, its goal is to build a harmonious, healthy, complete, creative and bright core cultural system to serve the direct selling business of enterprises.
The purpose it follows is: to reflect the universality of industry laws; Highlight the characteristics of individual differences; Targeting based on market demand; Conducive to the inheritance of long-term inheritance; Create expansibility, dig deep into interfaces and ports, and explore the international market. Therefore, no matter how the enterprise plans the direct selling culture, these basic purposes must be practiced.
The content of direct selling culture design
To clarify the goals and objectives of direct selling culture planning, we need to understand the content of direct selling culture design, and then we can promote the construction of corporate culture 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, region and environment culture.
Core values culture
Core values are a banner of an enterprise, a basic concept of an enterprise and a reflection of its mission. Every enterprise has different values. Whether the refinement of enterprise values conforms to the development direction and whether it can motivate enterprises requires in-depth exploration by enterprises. Below, a few cases are listed for your reference.
The Core Values of Amway (China): Ideal? Refers to Amway's primary goal, namely? Does Amway add color to your life? ; Mission? Explain the spiritual essence and specific business of Amway. Through the partnership between Amway marketers, Amway employees and family members of Amway founders, Amway's high-quality products and sales services provide opportunities for everyone to achieve their life goals with Amway business plan.
The Core Values of Perfect (China): Corporate Mission:? Build a perfect career and have a perfect life? ; And solemnly promised to the society that three things will remain unchanged: the concept of providing quality products for consumers will remain unchanged; The concept of providing career development opportunities for perfect dealers remains unchanged; Adhere to the concept of investment and long-term development in China.
Infinitus (China) Core Values: Core Values? Li Si and the people? , although only four words, but rich in meaning. Especially in the direct selling industry, which advocates the culture of creating wealth, extending benefits is in line with its spiritual characteristics.
The core values of the above-mentioned major enterprises not only conform to the development direction of enterprises, but also play a good incentive role, which is a relatively successful design.
Positioning culture
Enterprise positioning culture includes industry positioning, technology positioning, mode positioning and industry positioning. Among them, enterprises do direct selling, and industrial positioning is superior to product positioning, so it is very important to combine with local economy and national policy industries. Positioning enterprise development from the height of industry can get more support, especially from the government, which is beneficial to enterprise development. Specifically, enterprises should define industrial lines, highlight industrial characteristics, and link enterprise industries with local economy and national policies.
Image culture
Corporate image culture covers a wide range of contents, which are embodied in the following aspects:
The first is the visual image culture. These include enterprise name, enterprise logo, enterprise environment, enterprise product packaging, enterprise cultural product design, chain store display design and so on.
Secondly, the strength image culture. In today's market development and cooperation, all enterprises, customers and partners are concerned about the strength of individuals or organizations dealing with them, and so is the direct selling industry in China. Attention should be paid to exploring and promoting the strength culture of enterprise market. Specifically, it includes: the lofty status of 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. Personnel in direct selling enterprises should pay attention to improving the image and mental outlook of individuals and teams, so that consumers can feel happy after purchasing products. Specifically, it includes: clothing culture, equipment props, language norms, behavior norms, etc.
Finally, the social image culture. Including the professional image of a certain field (health, beauty, daily chemical, etc.). ), the integrity image of the enterprise, the law-abiding image of the company and its distributors, the charity image of the company and the image of the company's mission and responsibility.
Product culture
We often say that the value of a product is the synthesis of the product itself, the use value of the product and the added value of culture. The same product becomes more attractive because of its cultural connotation. The design of product culture can start with the following five cultures.
Product functional culture: such as Chinese medicine concept, meridian culture, healthy culture and perfection? Clear adjustment? Wait;
Scientific and technological culture of product innovation: including the international frontier of product formula, the world-class top scientist team of R&D personnel, the innovation of production technology, the innovation of packaging level, the innovation of new raw materials, etc.
Product quality culture with strict quality control as its appeal: such as the adoption of new technology, advanced production management methods and advanced product quality inspection methods;
Product diversification and life-oriented culture: series products cover all aspects of people's modern healthy life;
High-end noble gift culture: that is, to make enterprise series products into high-end gifts, regardless of their price, packaging or social evaluation, we must reflect their high-end and scarcity.
Management culture
Management culture mainly refers to management ideas, management concepts and management styles, including value standards, management concepts, management systems, codes of conduct, ethics, customs and habits, etc. The management of direct selling enterprises has added the following points on the basis of traditional industry management: the management of specialty stores and service outlets; Particularity of dealer and team management (establishment of dealer management committee); Particularity of financial management.
At the same time, the management of direct selling should pay special attention to the following points: first, personnel management: pay attention to passion and loyalty; Second, information management: upload and publish positive information in time; Blocking negative information, clarifying and feeding back the results in time; Third, fund management: pay attention to safety and timely deployment; Fourth, understand the importance of communication: in direct selling enterprises, communication is ubiquitous, including communication between the board of directors and the management team, communication between enterprise managers, communication between managers and platform employees, communication between enterprise service personnel and direct selling teams, communication between direct selling personnel and consumers, communication between enterprises and functional organizations, and communication between media.
Only put the above points. Attention? Only by integrating direct selling 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 and other specific aspects.
First of all, the marketing model innovates culture.
First of all, we should focus on diversified marketing, such as direct selling, specialty store marketing, internet marketing (online shop), membership marketing (database and points), relationship marketing (group buying), system marketing (teamwork) and so on. Secondly, it is necessary to form the unique highlights of the model, such as introducing unique marketing theory, constantly summing up and perfecting it in marketing practice, locking the influence of the model through special publications, confirming the scientific nature of the model through expert seminars, and expanding the coverage of the model through continuous publicity.
Second, the marketing service culture.
Marketing itself is a service process, and direct sellers need to establish direct contact with customers. Only in this way, the direct seller can understand the preferences and buying habits of every customer and carry out marketing services more pertinently. Therefore, enterprises should establish their own service standards, improve service processes, innovate service methods and improve the overall quality of customer service personnel.
Third, the store culture.
Focus on improving the following aspects of the store: the image design of the store; Store information release system; Store information feedback system; Store customer database system; Shop promotion system; Store atmosphere system; Shop advertisements, posters, colorful flags, etc. ; Improve the tool flow of specialty stores; Store common forms, store product advertisements, promotion cards and related tool flows.
Fourth, the investment culture of standardized processes.
Including the choice of investment location (five-star hotel standard); Venue atmosphere layout (LED background, banner, Yi Labao); Information registration of participants; Expert authoritative witness; Successful sharing; Product demonstration; Model display; Lucky draw; On-site promotion orders, etc.
Team culture
In the direct selling industry, its market size is often composed of teams. And the cohesion of the team, to some extent, determines its? Fighting power? . Therefore, the construction of team culture has become an indispensable part of corporate culture design.
The specific contents of team culture include: charm culture, that is, advocating charm, attraction and fashion power; Cooperation culture, advocating sincere cooperation, harmony and mutual assistance at all levels; Caring for culture and advocating caring everywhere; Advocating culture, exploring, expressing and spreading highlights; Learning culture, advocating learning individuals and learning enterprises; Happy culture advocates achieving goals in happiness and that happiness is the goal of life itself; Cultivate culture and advocate diligence, dedication and persistence; Copy culture and advocate the copy of successful models; Thanksgiving culture, advocating drinking water and thinking about the source, gratitude and gratitude, etc.
Market culture
Nowadays, the competition in the direct selling industry is becoming more and more fierce, and culture has become an increasingly important competitive element. Simply put, market culture includes: sustainable professional culture, and sustainable development can give opportunities to each participant; Professional institutional culture, because system and specialty are the magic weapon to win; Excellent quality culture, products, models, services, etc. Emphasize quality and resolutely reject mediocrity; Classical legal culture always operates within the legal framework. I believe that if enterprises do this, they will certainly be able to shape a more mature and complete market culture.
Regional and environmental culture
Different enterprises are located in different regions. If we can make use of the situation, we will certainly make contributions to the development of the enterprise. Specifically, it is to explore the unique regional culture and environmental culture where the enterprise is located, such as Bama culture, Yan Di culture, Pu 'er tea culture, Sanpu and black tea culture, Dayu culture, Bohai Free Trade Zone culture and Beibu Gulf development culture.
Ways to promote the culture of direct selling enterprises
Here, I want to share with you some specific paths to enhance the corporate culture of direct selling. Grafting these paths into corporate culture construction will often play an unexpected role.
The first is people: the chairman's Wen Chuang. In the direct selling industry, following culture has become the norm. Therefore, through image packaging, honor focus, legendary stories (entrepreneurial stories), ideological release (quotations from struggle, lofty mission, success proverbs), public speech, public responsibility, charity and social responsibility, we can form a follow-up and centripetal culture centered on common interests.
Secondly, it is a book: a special book that highlights corporate values. For example, Mary Kay talks about people's management, promise, Li Si and people's power and so on.
Third, internal magazines (magazines, newspapers). For example, Amway artistry quarterly, Herbalife Herbalife Today and so on.
Fourth, a festival. There are more than 80 world festivals throughout the year, as well as the company's own festivals and original public festivals, such as? Stem cell day? 、? Liver protection day? Wait a minute. Enterprises can strive to create festivals with their own labels.
Fifth, a song. To create songs of direct selling enterprises, it is suggested that celebrities write lyrics and compose music, and famous singers sing.
Finally, an ongoing activity. For example, Amway: Nutrilite? Healthy running activities; Infinite pole: ten thousand people walking day; Perfect: ten thousand people donate blood; An Hui: Health Miles of Small Mushroom Industry; Chunzhitang: Centennial Health Project, etc.
The above part is my brief discussion on the cultural planning and design of direct selling enterprises, which is not detailed enough. I hope to provide some directions and ideas for the cultural construction of direct selling enterprises.
Educational planning and design of direct selling enterprises
The education platform of direct selling enterprises mainly includes training department, training center and business school. Among them, business schools have been surging in recent years, and the reason is that most of the direct selling industry are ordinary people who have not received higher education, and they are more recognized and yearning for business schools.
There are many business schools in the industry with uneven levels. 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 planning, and then hire a team of experts and full-time education management personnel, with diverse courses, and at the same time complement the education and training bases set up by enterprises all over the country. In this way, it establishes a basic framework for the formation of an effective business school.
Classification of educational objects
In order to do a good job in the education of direct selling enterprises, it is necessary to clarify their educational targets. Specifically, its education targets include employees, management teams, dealer teams (primary, intermediate and advanced), potential dealers (target consumers) and the public. After defining the specific educational objectives, it is necessary to teach students in accordance with their aptitude and offer targeted and characteristic courses.
Education and teaching staff
Teachers often determine the educational level of an enterprise. If you want to stand out among many enterprises, you must be clear about the composition of the teaching staff.
The teaching staff of direct selling enterprise education mainly includes: the most basic teachers, such as full-time lecturers and coaches of enterprise business schools; Full-time and part-time lecturers and coaches at all levels appointed by the dealer team and the direct selling system; Core experts and trainers of the expert group of enterprise business school; External experts, professors and trainers from various industries in China; Internationally renowned experts, professors, trainers and inspirational masters.
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