Kinh doanh bán hàng đa cấp ở Việt Nam và giải pháp phát triển

NGHllN CllU-TRAD Dtfl<br /> <br /> <br /> <br /> <br /> KINHDOANHBANHANGDACAPOVIETNAM<br /> vagidiphdpphat trim<br /> • PGS-TS. NGUYEN THCTA LQC - Dgl hpc Kinh t^ Qutfc ddn tham gia ban hang v i ta gpi do la<br /> BHDC. Bdi v^y. theo chung tdi kinh<br /> doanh BHDC la vi$c sQ dung hinh<br /> Tren thi'gidi itintt Mc Idnh doanti bdn hang da cS'p xuS't hi$n tif<br /> thdc biin hang theo kiSu tiep thj tn/c<br /> diu thS'lcy 20 va dif$c Ap difng 6 125 qudc gla vdi 75 tri$u ngudi<br /> tiip. da dp di quang ba, phan phoi,<br /> tham gia. La Mnh thu'c Idnh doanh mdi, tiin bg c6 nhifng ifu the<br /> bin hang cho khach hang nh^m thu<br /> vU0t tr$i so vdi hinh thdc ban hang truyin thd'ng duijc dp difng d<br /> IpinhuSn. Trong dd, ngudi tham gia<br /> nhifng ntfdc cd trinh dQ phat trien cao. Nhung day ia hinh thdc<br /> se dupc hudng t i l n hoa hdng, tien<br /> Idnh doanh co dieu ld$n, chl phat huy iac dftng trong dliu i(l$n<br /> thudng hoac Ipl Ich kinh te khac tii<br /> moi trudng Idnh doanh on dinh, luat phap rd rang, cif the; ddn vi<br /> k^t qua ban hang hda cua minh va<br /> klnh doanh, ngi/di tieu dung va co quan qudn ly cd nh$n thdc<br /> cua ngudi khac trong mang ludi do<br /> cao. Bdi vay Ichi dp dung d Vi$t Nam, bdn c?nh m0t tfch cdc da<br /> ngudi dd to chiic ra va dupc DN<br /> phat sinh nhdng bdt c$p tren cd gidc dg vTmd idn vl md.<br /> BHDC chap thuan.<br /> Phai thUa nhan, doi vdi cac DN<br /> sii dung BHDC se md rpng thj<br /> 1. Kinh doanh ban hang da cap nha phan phdi, ban hang cho minh<br /> trudng va doanh so ban hang tang<br /> tren the gidi va hudng hoa h6ng trdn so SP do<br /> len nhanh chdng, tiet kiem chi phi<br /> Sau vij MUA B A N 24, cd nhieu chinh minh va nha ph§n phdi cua thud dia diem, chi phi md va duy tri<br /> bai bao, nhieu cupc hdi thao de cap minh ban ddtjc. Oe cd thgm loi hogt ddng cua cda hang, chi phi kho<br /> den kinh doanh ban hang da cap nhu§n, nhan vien ban hang tich ciJc bai, bao quan SP, tiet kidm chl phi<br /> (BHDC) va CO khdng ft nhiJng y kien mci rong mgng lu6i ban hang va den quang cao, chi phf kinh doanh, giao<br /> rat khac nhau, mdt s o y kien ijng ho luot minh nhQng nhan vien mdi lai tiep triic tiep vdi khach hang va tgo<br /> phat trien, nhi^u y kien cho r^ng phat trien mang iudi tigu thi^ cua hp. md viec lam cho ngudi dgn, nh^t la<br /> can han che hinh thiic kinh doanh Gia SLI mpt nhdn viSn ti^p thj gpi la trong bdi canh kinh te suy thoai, sd<br /> nay. Vay ban ch^t cua hinh thiic cap 1, loi keo dupc 3 nhSn vi§n mdi ngudi that nghiep t3ng Idn.<br /> kinh doanh BHDC la gi va ra ddi gpl la cap 2, den liipt minh, moi<br /> BHDC la thanh tuu, mdt phat<br /> nhu the nao? ngudi Igl ldi keo dupc 3 nhan vien<br /> minh tii thye tidh cua nhQng ngudi<br /> TrSn the gidi, ti!i lau ngudi san nQa gpi la c^p 3, cCi the tigp tuc den ban hang de' phat trien san xuat kinh<br /> xu^t, kinh doanh da siji dyng hinh c^p thii 10 se CO 59.049 nhan vign doanh. Tren the gidi, BHDC xu^t<br /> thiic bah hang tnJc ti^p d§* ti§u thu tham gia. Vf dy doi vdi m§t hang A hi^n vao dau the ky 20, nhd uu the<br /> san phim (SP) cua minh. Luc dSu nao do, mdi ngddl loi keo dupc 4 ngng ddng, phat tri^n nhanh va<br /> nh§n vi§n tig'p th[ true tiep de ban le nhSn vien mdi, d^n ciip thii 10 se la dugc ling dung d nhieu nudc, da<br /> san pham cho ngudi tieu diing cdn 1.048.576 nhgn vien. Neu moi ngudi thanh lap Lien doan Ban hang da<br /> gpl la hinh thilc ban hang ddn dp. phat trien them khdng phiil 4 ma la cap the gidi (WFDSA). Hinh thiic<br /> Dan dan de md rong thj trudng cac 5 nh^n vien mdi thi den c^p thii 10, nay phat trien d 125 qudc gla vdi 75<br /> nhan vign vCla ban \h SP, vCia tuy^n sd ngudi tham gia se la 9.765.625 - tridu ngudi tham gla, nudc<br /> thgm nhSn vien tiep thj khac lam Mdt con s3 khdng Id nhOng ngudi phat trien nh3t la My. ' ^<br /> <br /> THDCWG m i s s 31/2012 1 1 7<br />  HGHltMCflU-TBAOBffi |<br /> <br /> c y Tuy nhidn kinh doanh 2000 vd nhanh chdng phdt tridn. Vd doanh thu bdn hdng: tCf 614 ti<br /> BHDC ngoai vi^c phSt trid'n th| Ndm 2003, Ohflame, Cty klnh ddng, ndm 2006, tdng Idn 2.500 ti<br /> trudng vd phat trld'n khach h^ng doanh my phdm da cdp qudc td ddng, ndm 2009 vd dgt hdn 4.000 ti<br /> cung cd m$t trai cua nd, dd Id dd'bi vdo VIdt Nam vd sau dd Id cdc Cty ddng, ndm 2011, nghTa la tdng gdp<br /> Ipi dgng dd Ida dSo. Khi tham gia nudc ngodi khde da ndi tid'p thdm hon 6,5 Idn so vdi 5 ndm tn/dc. V^<br /> BHDC cac thanh vidn mdi phdi ddng nhdp vdo nhu Amway, Avon vd gdn nghia vg ddi vdi nhd nudc, theo bao<br /> khodn tidn Idn dd mua sff lUdng SP ddy Id Herbalife, Sophie Paris, A La cdo cua cdc Cty kinh doanh da ddng<br /> Idn khdng cSn thidt hay khdng diing Mode Paris. Ddn cudi ndm 2004, thud 1.200 tj- ddng, thud thu nh^p<br /> hd't vdi gia trj cao gdp nhidu Idn gid tgi Vidt Nam da cd khodng 20 Cty cd nhdn cua thdnh vidn tham gla la<br /> tri thiic cua nd; Mpl vide vdn didh ra bdn hang da cdp phdn phdi sdn 170tydfing.<br /> tdt d^p, chi ddn mdt liic nao dd phdm ehu yd'u v5 ngdnh chdm sdc Dd hgn chd Ipi dgng sg ca tin cua<br /> khdng thd' Idi kdo dupc nhdn vidn siic khod vd sdc dgp. ngudi ddn nhdm thu Ipi bdt chfnh<br /> mdi, DN se khdng cd doanh thu dd'<br /> Mde phdt tridn quan trpng khi vd trudc ydu cdu qudn ly hinh thiic<br /> trang trdi chi phi va trd thu lao cho<br /> Hidp hdi BHDC Vidt Nam dupc kinh doanh ndy, cdc cd quan da ban<br /> ngudi tham gia trudc thi hd thdng<br /> thdnh IdP (Vietnam MLMA), ra mdt hdnh ede vdn bdn phdp qui dd quSn<br /> nay syp dd. Sd lypng ngudi tham gia<br /> ly nhu:<br /> cang ddng, thi sd thidt hgi cdng Idn, tgi Hd Ndi ngdy 31/3/2010. Ndm<br /> dnh hudng cang nghidm trpng tdi xa 2011, kinh doanh da cdp bung nd + Ludt Cgnh tranh dupc QuSc<br /> hdi. Nhu vg Muabdn 24 da ban mgnh me va tgo thdnh mdt Idn sdng hdi thdng qua ngay 3/12/2004 va co<br /> 120.000 gian hang didn td cho nhieu tgi Vidt Nam, trd thdnh mdt trong hidu igc thi hanh tU ngay 1/7/2005;<br /> ngudi d 32 tinh, thanh phd. NhQng nhOng kenh phdn phdi sdn phdm trong dd co didu 3 khoan 11 quy<br /> gian hang nay khdng cd hang dd' chinh thdc, bdn cgnh cac phupng dmh vd BHDC: cho phep tidp th| de<br /> ban va cung khdng ban Igi dupc, thiic phdn phdi khac. Theo bao eao ban le hdng qua mang ludi; Qui djnh<br /> khdng cd thu nhdp. Hdu qua la td cac Sd Cdng ThUdng, tfnh ddn dja didm tidp th| tgi noi 6 eua ngudl<br /> nhQng thanh vidn tham gia khdng tra thang 7/2012, cd t h i khai quat bUc tidu dung; Du0c hudng tiln hoa<br /> dupc sd tien vay mupn dd tham gia hdng do minh va mgng ludi cua<br /> tranh kinh doanh BHDC tgi Vidt<br /> BHDC se anh hudng xau den quan minh ldp ra.<br /> Nam nhu sau: vd sd DN (ed trong<br /> he giQa nhOng ngUdi thdn, hp hang va ngoai nddc) kinh doanh theo md + Ngdy 24/8/2005, Nghj djnh<br /> va lang xdm. hlnh da cdp trdn cd nudc cd 76 DN, 110/2005/ND-CP cua Chinh phu v l<br /> trong dd 23 DN tgm ddng hogt ddng Quan ly hogt ddng BHDC dupc ban<br /> Nhu vay, cd thd khS'ng dmh rdng vd 2 DN da b| riit gidy phdp. Nhu hanh da tgo ra mpt hanh lang phap<br /> kinh doanh BHDC la hinh thdc klnh vdy sd lupng DN tdng gdp 3,8 Idn so ly dd' bao vd cac Cty va nha phSn<br /> doanh mdi, tien bd cd nhOng uu thd phdi ehdn chinh.<br /> vdi 2004. Hai dja phUdng ed sfi<br /> vupt trdi so vdi hinh thdc ban hang<br /> lupng DN kinh doanh da cdp ddng + Ngay 8/11/2005, Bd ThUOng<br /> truyen thong dUpc ap dgng d nhiing<br /> nhdt la TP. HCM vdi 35 DN dupc cSp mgi ban hdnh thdng tu hudng ddn<br /> nudc cd trinh dp phat thdn cao.<br /> phep vd Ha N^i cd 38 DN. Vd sd mOt sd ndi dung tgi Nghj dmh<br /> Nhung day la hinh thiic kinh doanh<br /> lupng ngudi tham gia tdng Idn: tQ 110/2005/NO-CP ve quan ly BHDC,<br /> cd didu kidn, chT phat huy tac dgng<br /> hdn 230.000 ngudi, ndm 2006; ddn eg thd hda cdc ndi dung cua Nghj<br /> trong didu kidn mdi trudng klnh<br /> hon 666.000 ngUdi, ndm 2009 vd djnh,<br /> doanh 6n dmh, ludt phdp ddy du, ro<br /> hon 1 tripu ngudi, ndm 2011; tiic Id 3. NhOng khd khdn khi v$n dgng<br /> rang; don vj klnh doanh, ngudi tidu<br /> tdng gdp 4,3 l l n so vdi ndm 2006. md hlnh Wnh doanh BHDC d Vi$t<br /> diing va cd quan qudn ly cd nhdn<br /> Vd sdn phdm; Tinh ddn hdt ndm Nam<br /> thiic ddy du, dung ddn; tuy thudc<br /> 2011, cd hOn 4.400 mdt hang klnh<br /> vao ngudi sd dgng theo each nao, Klnh doanh BHDC la hinh thiic<br /> vdi mgc dfch gi? doanh theo md hinh da cdp, tdp<br /> kinh doanh cda cac nudc cd n§n<br /> trung vao cac sdn phdm nhu thgc<br /> kinh td phat tridn, cd mdi tnidng<br /> 2. Kinh doanh BhIDC 6 Vi$t Nam phdm chdc ndng, my phdm, hdng<br /> kinh doanh dn dmh, cd hd thdng<br /> BHDC du nhdp vao Viet Nam thdi trang, dgng eg thd thao, vdt ly<br /> ludt phdp ddy du vd nghidm minh,<br /> vao khoang nhQng nam 1999 - trj lipu...<br /> ngudi kinh doanh va ngiidi tilu<br /> 181 THB0HGMflS