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美国作业指导-美国直销金融assignment：DM escapes scrutiny in ban ondirect sellin in China.
(c) 1998 Media
China has banned all forms of direct selling in an effort to crack down on illegal sales activities and smuggling. The ban, aimed at protecting market order as well as the interests of consumers, was a huge blow to direct marketers like Amway, Avon and Mary Kay.
Avon is in the process of reviewing the new restrictions, with all advertising activity on hold, according to a senior Avon marketing executive in China.
"We already put a hold on all public relations and advertising activities [in China] a few months ago," said Grey Integrated group account director Anita Shen. According to the State Council, China is not ready for direct selling as consumers are not mature enough to detect fakes and scams.
The State Council notice stated: "Criminals have used direct selling to set up sects and cults, disseminate superstition and engage in illegal activities, affecting social stability." The ban was aimed at door-to-door sales activities by non-licensed people, but direct marketing activities such as direct mail was not affected by the new regulations, Direct Marketing of Asia Advertising Services (DMAAS) managing director Mike Chan told MEDIA.
"We are in the business of communicating and delivering advertising messages, but not the face-to-face hard selling of products," said Mr Chan.
He added that direct advertising activities would not be curtailed by the ban, which basically aimed to crack down on the execution of direct selling activities.
"We are a totally different kind of business," stressed Mr Chan, who said direct promotion campaigns which do not involve the actual trading of goods and services were not hit by the move.
指导美国作业In fact, the regulations were a positive indication that the direct marketing industry was being taken seriously - and the wipe-out of direct sales would offer greater business opportunities for authentic direct marketers, according to a source from Ogilvy One, who asked not to be named. The biggest concern for direct marketing in China is the generation of relevant consumer databases rather than the worry of further legal restriction, according to DMAAS' Mr Chan.
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