2-3. Si Bingbing: Brief introduction of Melody.
The first angle is from the perspective of consumption, and the second is from the perspective of part-time entrepreneurship.
From the consumption point of view, Melaleuca, like Wal-Mart, Carrefour and Watsons, is an environmentally-friendly supermarket with wired outlets. It has a history of more than 30 years, and has developed to nearly 20 countries in the world, such as German, French, Japanese, Hongkong, Taiwan Province and Singapore. Millions of members buy it again and again every month.
Mainly produces daily necessities used in family life, as well as these small products of nutritional supplements. Our products are small, which means that most of them are cost-effective, so we don't have any products above 500 yuan. Most people are between 100 and 200 yuan. At the same time, produce consumables. The so-called consumables are those that have been used for a long time, and he does not produce them. Such as bowls or some air equipment. , used for a long time, almost all consumables. Its product lines range from personal care, such as shampoo and bath, to household cleaning, such as laundry detergent and dishwashing liquid, including bathroom cleaning and glass cleaning, to skin care products, nutritional supplements, and finally some very, very delicate snacks and a series of essential oil products, so our product lines are very rich.
Many friends will be curious to ask, I know what a musician is, why do I have to buy it from a musician?
You can buy it online from Wal-Mart, Carrefour, Watsons or traditional direct selling companies, and there are even many convenience stores downstairs, so why should I change to Melaleuca?
First of all, this is a factory-store direct purchase model. Speaking of factory stores, many friends will think of outlets, because it has many big-name products, clothes, shoes and bags, which are very cheap, because the factory stores supply them directly without any intermediate links.
Fan Deshi, founder and CEO of Melaleuca, gave a very vivid example. We will buy many products in shopping malls, such as Carrefour. If the value of this product is 100 yuan, we need to pay the entrance fees such as counter fees and endorsement fees, which are as high as those in 60 yuan, but every product you buy at Melaleuca does not include celebrity endorsement fees. Including billboards seen on airplanes, subways, and high-speed trains, media advertising costs, and so on. Because of this, we will save all these expenses and focus on building our products, so as to achieve better quality and better price. This kind of consumption pattern similar to factory stores is called CDM direct purchase consumption pattern.
At present, Starbucks, which we are very familiar with, is also a CDM direct purchase model. Because there is no intermediate link in this CDM direct purchase model, our products have very good cost performance and we also have very good membership rights. For example, all members enjoy the ex-factory price of all products, 60% discount on skin care products and cosmetics, and 30% discount on other products. At the same time, in the second month, the fourth month and the sixth month after we joined, the company will send us very fist-sized products as gifts, with a total value of 835 yuan. Then our members can get back 5% to 10% points. What is the concept of integral? 5% bonus points, that is, if you buy almost more than 340 yuan, you will get 17 bonus points, and each bonus point can be used as 1 bonus points. The most touching thing is that members also have a 30-day satisfaction guarantee, that is, as customers, we can solve the worries at Melaleuca, and most products can be returned for no reason. For details of membership rights, please see our membership manual.
The longer we order from Melaleuca every month, the more we will become customers of silver, gold and platinum cards for every household, and enjoy all kinds of free gifts prepared by Melaleuca for us, such as thermos pots, suitcase tea sets and so on, as well as a series of VIP activities. At the same time, we can buy products by telephone, mobile phone, computer and physical store, so the company will deliver the products we buy directly to our home during door-to-door delivery. To sum up, why not switch to Melaleuca?
Thirdly, Melaleuca's unique CDM direct purchase model saves a lot of middleman fees and uses the money together to make products. When these expenses that should have been spent on these intermediate links are saved and used to rebuild products, our products have unique membership rights and are very cost-effective.
Many friends wonder if this is another direct selling company. Melaleuca has obtained a direct selling license, but it is different from the traditional direct selling model. Direct selling needs to sell products and trade money and goods. In Melaleuca, we don't touch money, and we are not allowed to buy or sell.
For a simple example, we have a maximum consumption limit at Melaleuca every month, which means that if you buy more than 2000 yuan, you can't buy it. Then why is there a maximum consumption ceiling? If we want to buy this product and resell it to others, it won't work in Melaleuca, because Melaleuca doesn't want or encourage us to stock up, and sales and purchasing are not allowed. Because this will cause a great economic and psychological burden, and people are worried that these goods will be sold and become traditional direct sales, the rules of hoarding goods, including delivery and collection of money, are completely absent in Melaleuca, which is completely different from the traditional direct sales model.
Well, Melaleuca's consumption pattern has also learned a lot from the insurance industry. The insurance industry is the equivalence of rights and obligations, including a planned consumption, so Melaleuca also plans to spend, which is a planned consumption mode of ordering 340 yuan every month. Then you may be surprised at this time. Hey, why is this number 340, not 300, not 500, and more? Because Melaleuca made a long-term big data survey when entering China, that is, families in most towns in China can afford household necessities and personal care products in 340 yuan every month, so it launched a planned consumption pattern of ordering 340 yuan every month. At present, this planned consumption pattern initiated by Melaleuca is the highest repurchase rate in the fast-moving consumer goods industry in the world. It has reached a repurchase rate of 95%. In the United States, there is a repurchase rate of 97%, which is an average of 100 customers. I bought it this month, and 97 customers will continue to come back to buy it next month. In Taiwan Province Province, the repurchase rate is 95%, and the current market in Chinese mainland is about 90%.
The biggest reason for having such a high customer repurchase rate. From his unique CDM direct purchase model, it brought us products with very high cost performance. He asked us not to spend more money on the budget, because our budget was originally intended to be purchased in Shang Chao or Watsons, and we did not spend more money, but we enjoyed a number of unique membership rights, with excellent quality and reasonable price.
So if you share it with him from the perspective of part-time entrepreneurship, what is it?
Take myself as an example. If we introduce a friend to Melaleuca for consumption under different brands, we will earn almost a cup of coffee, which seems to be rare, right? Then my wife and I joined Melaleuca for more than four years. During these four years, we personally introduced more than 60 customers of/kloc-0 and switched to Melaleuca. But about 90% of these 160 customers are pure customers, and they just use Melaleuca's products with good quality and reasonable price.
Then the remaining 70 or so customers will share their feelings about using the product with other friends. After four years of accumulation, my wife and I have about 65,438+million customers in the Melaleuca market, so everyone will give us a cup of coffee every month, and because our repurchase rate is over 90%, we can get 65,438+million customers. Every month, more than 90% people choose to buy Melaleuca's products that are not lower than 340 yuan's, so in this case, we will have a continuous income of 10,000 cups of coffee every month.
Therefore, from the perspective of part-time entrepreneurship, Melaleuca is establishing a monthly recycling consumption system, just like the mobile phone we use, paying the phone bill every month. If 100 million users pay 100 yuan a month, then this adds up to a monthly turnover of 100 billion, so the mobile phone fee includes cable TV network fees. These are all monthly recycling consumption systems, and they are also for business. They never have to worry about whether there will be a new one next month.
As I said before, Melaleuca is not a merchant selling products, so I didn't stock up, trade money or deliver goods. In many traditional industries, the sales industry accounts for 99%, such as selling time to sell our physical strength and selling our professional strength, including selling and selling products. In these sales types of enterprises. There need to be a lot of performance appraisal, and there are many institutional requirements for us. The sales category is temporary income, which means that you will have income when you are here. What about when you are away? Income will be suspended, so it will continue to return to zero and cannot be accumulated. Time is our enemy, because income will advance with the time spent. Therefore, the sales volume is not terrible. The terrible thing is to sell it for a lifetime.
However, Melaleuca's unique CDM direct purchase model belongs to the maintenance industry. What other industries are there, such as water and electricity, including natural gas, telecommunication network and cable TV? So what is he doing? He is constantly accumulating the number of users, and the accumulated continuous income is the continuous accumulation of these users. Because he has no performance appraisal, he is constantly establishing a monthly cycle consumption system. Once the monthly cycle consumption system is completed, we will have a continuous income, so this continuous income is completely different from the real estate industry that has just been sold. The selling industry can't do without you, and the raising industry can't do without you, so the opposite time has become our friend.
For example, after more than four years of accumulation, my wife and I have 10 thousand customers. Maybe in a few years, will our 10000 customers increase? So ... time is our friend.
I want to give another example to show that Melaleuca is different from the traditional sales type. The traditional sales industry is based on earning the difference. Both sales and direct sales are based on the difference we earn, while Melaleuca's unique CDM direct purchase model does not earn the difference. Let's take Starbucks as an example, which is also a CDM direct purchase model. For example, if I have three colleagues who want coffee, I will take their money. Then I went to Starbucks to buy coffee with Starbucks' star card. At this time, I gave three people's money to Starbucks staff. At this time, he will give me four cups of coffee and I will have an extra cup of coffee. But my three friends didn't spend more money on this coffee. What does that mean? This fourth cup of coffee is my extra money, but I didn't make the difference between my friends. Starbucks returns the intermediate fees and channels that should have been paid to the stars for advertising to consumers, so this is the consumption mode of consumers participating in profit distribution, which is exactly the same as Melaleuca's business model.
Therefore, Melaleuca's business model is different from the traditional sales we have seen, including direct sales, online merchants, WeChat business and traditional direct sales. Wechat business and traditional sales will make money, but there is no repurchase rate, so we can't stop to build a consumer repurchase network. In other words, you can only make money, but you can't get stable and continuous income.
Therefore, we call the income earned by Melaleuca an asset, just as we can own a house and rent it, which will make us earn money continuously every month. It is an asset that keeps us making money. Therefore, compared with other business models, such as traditional direct selling, we have to prepare goods, deliver goods, sell goods, and may even have to put money on goods to pass the performance appraisal, which is very difficult and risky.
As for other distributors and online merchants, it is very difficult, including many risks. It must be zeroed every month, and the system can't be built. We must stay in this industry forever to get income. Once we are gone, the income will stop, and Melaleuca has no risk and no investment conditions. We just need to spend the money that should have been spent every month and participate in the construction of the recycling consumption system this month. Therefore, Melaleuca is a unique direct purchase company of CDM, which builds a monthly repurchase network for customers.
It is completely different from the traditional sales and traditional direct sales that we know. Wisdom lies in distinguishing subtle differences. Melody seems to be many types of business, but it is very different, so I encourage you. You can get to know him better. He deserves to spend more time. The above is my brief introduction to Melody. I hope I can help you. Thank you!