**|Knowledge Economy
Recently, the editorial department of "Knowledge Economy" conducted the "2024 Survey on the Development Status of Chinese Distributors", with a total of 3,859 valid questionnaires, which comprehensively demonstrated the most authentic development status and voices of Chinese distributors.
When you go home for the Chinese New Year, the most important thing for everyone is the annual income. This survey has made statistics on everyone's annual income in 2023, and the results of the survey are as follows.
Overall, the proportion of low- and middle-income distributors in China is higher, with nearly half of the sample (4538%) have an annual income of less than 60,000 yuan; followed by middle-income and upper-middle-income earners (annual income of 6.24 million yuan), accounting for 3172%；High-income earners (with an annual income of more than 240,000 yuan) had the least, at 2291%。However, it is important to note that the high-income people in any industry are the part that stands on the top of the tower, so it is only natural that there are fewer high-income earners.
First gear: 2599% of people have an income of less than 10,000 yuan, which is equivalent to a quarter of people who have no direct sales income in 2023, and should be new joiners or consumers, indicating that the threshold for obtaining income in the industry is still relatively high.
Second gear: 12Seventy-eight per cent of the respondents earned $130,000, which is equivalent to earning some pocket money. If it's part-time, it's okay; If it is full-time, it is completely in a state of making ends meet, and it is in a difficult situation.
Third gear: 661% of the respondents have an income of 360,000 yuan, which is comparable to the income of ordinary "migrant workers", barely able to break even.
Fourth gear: 17Sixty-two per cent of the respondents earned $6.12 million, which is equivalent to a decent job, which can basically meet the needs of supporting their families.
Fifth gear: 141% of the respondents earned 12.24 million yuan, which is already considered the income that middle-level direct sellers can obtain, marking that they have officially entered the field of direct selling and become the backbone of the team.
Sixth gear: 16Seventy-four per cent of the respondents have an income of $241 million, and the direct sellers with this kind of income are already real entrepreneurs, who are the core of the system, and have entered the ranks of successful people.
Seventh gear: 617% of the respondents have an income of more than 1 million yuan, and the direct sellers with this income are already industry leaders, team leaders, and truly achieve financial freedom.
What was your annual income last year?
No matter what the income of the year of the black rabbit in 2023 is, tomorrow's first day of the Lunar New Year is a new starting point for the Year of the Dragon. The editorial board of Knowledge Economy would like to congratulate you:
Happy Chinese New Year's Eve, family reunion; Winter goes to spring, and the flying dragon is in the sky!
The following is the analysis of the specific content and related conclusions of the questionnaire, and the questionnaire questions include two types: single choice and multiple choice, and the multiple choice questions are marked with * before the serial number).
part.1
Basic Information
What is your gender? 
Conclusion: The proportion of males in the sample was 7048%, and the proportion of women is 2952%, significantly more in men than in women. Judging from the annual direct selling data report released by the World Direct Selling Association in 2023, women are significantly higher than men in the direct selling industry around the world, because many direct selling practitioners are part-time mothers. This also reflects the fact that there are many career-oriented and full-time direct selling practitioners in China. Of course, the large difference between men and women in this survey may also have something to do with the fact that there are more male readers.
How old are you? 
Conclusion: 41 50-year-olds accounted for the highest proportion of the sample, reaching 37%; 30 40-year-olds and 51-60-year-olds followed, respectively. 23%；Overall, the proportion of people aged 30 to 60 is as high as 8766%, 40 60-year-old middle-aged people account for more than sixty percent. It can be seen that the age structure of China's direct selling practitioners is on the older side, and there are fewer new forces, with only 8 people under the age of 3037%, how to attract young people may have become a key issue for the industry to solve. In addition, the low proportion of people over the age of 60 is partly due to their lack of entrepreneurial passion, but also related to the fact that some companies no longer encourage the elderly to participate in business and prevent risks.
How many years have you been in the direct selling industry?
Conclusion analysis: 2731% of the respondents have worked in the industry for 10 to 20 years (including 20 years), 207% of the respondents have worked for 5 10 years (including 10 years), and more than half (57.).26% of the respondents have more than 5 years of experience. It is not difficult to see that there is still no shortage of adherents in China's direct selling industry, and they have jointly built the last Great Wall of China's direct selling. In 2019, China's direct selling encountered the industry's **, followed by three years of epidemic, it can be said that China's direct selling has gone all the way in the ups and downs. And it is precisely because of the existence of such a group of industry adherents that they stick to the industry and firmly believe in the industry!
How many years have you been with your current company?
Conclusion: The results of this questionnaire are contradictory to the previous one, and the proportion of respondents who have been engaged in the current company for more than 20 years is 2643%, much higher than the 925%。Probably because we made a mistake in setting up the questionnaire, the respondents were ambiguous about "the number of years they have been with the company", and we wanted to express "the number of years they have been with the company" rather than "the number of years they have been with the company".
We apologize for this, and we will continue to avoid any ambiguities that may also arise and provide you with better content.
What is your status in direct sales?
Conclusion analysis: 6872% choose to work full-time in direct sales, and less than a third part-time, including 837% choose part-time but the main income comes from direct sales, 2291% choose to work part-time, but the main income comes from other industries. This result reflects the difference between direct selling in China and direct selling in the world. From the perspective of the world's direct selling industry, part-time direct selling is the mainstream, while our country is mainly full-time, which leads to the need for practitioners to bear greater performance pressure, otherwise it is difficult to maintain their lives; At the same time, it also forces enterprises to invest more business expenses and increase business costs. In fact, we are more inclined to suggest that practitioners start with part-time jobs and wait until the market is mature enough before choosing to devote themselves wholeheartedly, which is not only to protect themselves, but also to reduce the negative impact of the industry and promote the contribution of benign positive development.
The biggest reason why you joined the dropshipping industry?
Conclusion: More than half of the samples (5771%) of respondents joined the direct selling industry because they had a very good opportunity to start a business, followed by because they came across a very good product (26.).43%), other factors are almost negligible. This result once again reflects the fact that Chinese direct selling practitioners are more focused on business opportunities, with only a small percentage placing more emphasis on products. However, direct selling is always a sales model, and without the foundation of the product, it is difficult for any business to gain a long-term foothold.
What motivates you to stay in the dropshipping industry?
Conclusion: The top three motivations for attracting respondents to stay in the industry in the sample were "realizing the value of life" (7225%), "have a very good product (63%)", and "can learn a lot" (60.)79%), "likely to earn very high income", is the second-to-last. This result is still very positive, indicating that the current practitioners pay great attention to the realization of personal value from the heart, rather than simply being profit-oriented, which strongly reflects the misunderstanding of the public about practitioners. However, this change in perception ultimately depends on the actions of the practitioners themselves.
part.2
2023 Year in Review
What is your approximate annual revenue in 2023 in the field of direct selling?
Conclusions: Almost a quarter of the sample (2599%) have an income of less than 10,000 yuan, which is equivalent to no income; There are 1278% of the people have an income of 130,000 yuan, and they cannot make ends meet; 6.61% have an average income that can balance their expenses, compared to 1762% of the people have a regular wage income of 6.12 million; A total of 37% of people have a monthly income of more than 10,000 yuan, of which nearly 23% have a monthly income of more than 20,000 yuan. It should be noted that because generally speaking, more high-end distributors pay more attention to Knowledge Economy magazine, so the proportion of high-income people in this group may be larger than the actual proportion.
What will be the amount of money you will spend on direct sales in 2023 (travel, conferences, property, procurement, labor other than yourself, etc.)?
Conclusions: More than half of the samples (6432%) spent less than 30,000 yuan on direct sales matters, 141% of people control the cost of direct sales transactions to between 3 60,000 yuan, and only a small percentage (1322%) spent more than 120,000 yuan on direct sales affairs. Overall, due to the popularity of Internet tools, the cost of direct sellers is gradually decreasing, but it is still a lot of burden. This kind of spending is directly related to the overall revenue of the distributor, and it also reminds companies to consider the cost of participating distributors when planning their events. In addition, doing some of the work through the network also allows the distributor to control expenses.
How many in-person conferences or events have you attended in 2023?
Conclusions: More than half of the samples (5066% of respondents participated in fewer than 10 meetings or events, 21Fifty-nine percent of respondents participated in 10 20 meetings or events, and only 27 percent76% of respondents participated in more than 20 meetings or events. Direct selling is a business that links people to each other, and offline meetings or events are an important means of customer expansion, and from the sample reflection, most people participate less often, which may be related to more and more online activities.
How many new people have you directly met in 2023?
Conclusions: More than half of the samples (6432%) of respondents will be exposed to fewer than 50 newcomers in 2023, 1498% of the respondents have contacted 50 100 newcomers (including 100 people), and only 20 respondents have contacted more than 100 newcomers71%。This means that most distributors still don't have so many opportunities to contact new people every year, and crowd tactics may not be able to achieve good results, and how to improve the retention rate is the top priority.
What is your success rate in successfully expanding your new hires to your customers?
Conclusion analysis: 3436% of the respondents have a success rate of less than 10%, 37% of the respondents have a success rate of between 10% and 30%, and only 28% have a success rate of more than 30%.64%。It can be seen that the success rate of expanding newcomers to customers is generally low. In order to improve the success rate of customer expansion, direct sellers need to first improve their personality charm and service ability, and fundamentally solve the problem of trust.
What are your main ways to reach customers in 2023?
Conclusion analysis: The survey shows that up to 53Seventy-four percent of respondents still use offline to reach customers as their primary channel, with only 141% of respondents chose online as their primary route, 32Sixteen percent of respondents thought the two were similar. This shows that offline is still the main way to reach customers, and offline customer stickiness still occupies an important position, which is also the advantage of direct selling over social e-commerce. But as online tools become more grounded, the number of people who focus on both online and offline is bound to increase.
What are the main ways to expand your customers?
Conclusion analysis: the vast majority (88.)11%), 2731% of respondents promoted through **, 2555% of the respondents tried to promote through online live streaming and Xiaohongshu and other ** platforms through the company's own platform, and less than 20% of the respondents tried to promote it. It can be seen that WeChat Moments is still the absolute main position of online promotion. In fact, WeChat Moments, as the most mainstream social platform at present, is used with high frequency and proficiency, which is convenient for mining high-quality private domain traffic. Other ways have more or less some entry barriers, combined with the characteristics of the high proportion of middle-aged people in the sample, few contacts and difficult use are also one of the reasons for their low proportion.
What are the main ways to expand your customers?
Conclusion analysis: 6872% of the respondents** use one-to-one communication as the main way to expand customers, 511% of respondents passed the meeting, 4978% of respondents through the studio, 42Twenty-nine percent of respondents chose family gatherings, while all other avenues were below 40 percent. **In the way of expanding customers, the current form of one-to-one communication with direct sellers is in an absolute leading position, which shows its importance.
What is your biggest challenge in 2023?
Conclusion analysis: 5683% of respondents believe that the biggest challenge in 2023 is that society is not friendly and it is difficult to get in; 55.51% of the respondents believe that it is difficult to sell due to the economic downturn; 36.56% of the respondents believe that their ability and effort are not enough; The last thing to do is the objective reasons such as regulation and business. On the whole, direct sellers still believe that the unfriendly social environment and the economic downturn are the biggest challenges at present. It is true that under the general environment, no one can escape, but the unfriendliness of the society still requires the joint efforts of practitioners in the industry, starting from themselves, to form a joint force, in order to reverse the negative.
How is your company performing in 2023?
Conclusion: More than 77% of the respondents in the sample have the same or ** performance in 2023, and only 22The performance of 9% of respondents' companies has appeared**, which also shows that the direct selling industry is still full of vitality in 2023. This may be different from the actual situation of the industry in 2023, but considering that most of the people who participated in the survey are active in the industry, it is understandable that the performance of their companies is more on the upside.
How will your team perform in 2023?
Conclusion analysis: 5991% of respondents' team's 2023 performance**, 16Seventy-four percent of respondents worked on teams that were essentially flat,2334% of respondents work on a team that performs**. This is similar to the previous question, where market activists are more willing to participate in surveys, and it is normal for there to be deviations from reality.
Have you met your annual goals for 2023?
Conclusion analysis: 467% of respondents have achieved their annual targets for 2023, less than half; 14.1% of respondents are far from the target, with only 6Seventeen percent of respondents significantly exceeded their annual targets. In general, most distributors fail to fully meet their annual goals, but this is not just a problem in the direct selling industry, and in the overall social economy, it may be the norm to not meet annual goals.
Are you happy with your 2023?
Conclusion analysis: 4581% of respondents are satisfied with their 2023 year, 5419% of respondents said they were not satisfied, which matched the content of the previous survey. From another point of view, it shows that the distributor also has higher requirements for his own year.
Are you satisfied with the platform you're working on now?
Conclusion: Although most people are dissatisfied with their past year, 8017% of respondents are still satisfied with their platform, of which 6167% are satisfied; Another 1233% of respondents are not satisfied, but still want to stick with it; Only 749% of respondents are dissatisfied and want to change platforms. This shows that the distributors are very satisfied with the overall satisfaction of the platform they are currently engaged in, and even if they are not satisfied, they still want to continue to persevere, which also fully demonstrates the perseverance of the distributors.
part.3
Outlook for 2024
How much do you expect to earn in 2024 in the dropshipping space?
Conclusion analysis: 489% of the respondents expect to earn more than 240,000 yuan in the field of direct selling in 2024, and nearly half of them will enter the ranks of successful entrepreneurs; A total of 6212% of respondents expect to earn more than 120,000 yuan, which shows that most distributors are looking forward to their 2024.
What would you like to see improved in the new year?
Conclusion analysis: 6872% of respondents want to change the way they expand their markets, 6211% of respondents want to organize more in-person events, 6079% of respondents want to participate in more in-person events. On the whole, today's distributors pay more attention to "introspection" and have higher expectations for themselves, with a high proportion of "changing their market expansion methods" and "investing more time and energy"; At the same time, they also attach more importance to offline activities, and have a high enthusiasm for participating in and organizing more offline activities.
What can you expect the company to help in the new year?
Conclusion analysis: 28 in the sample19% of respondents hope that the company will increase brand promotion to improve its visibility and reputation; 22.47% of the respondents want to strengthen training and improve their personal capabilities; The rest of the options are relatively small. This shows that the direct sellers believe that the current difficulties are mainly due to the social environment and personal ability.
Which channel do you think is more important in 2024?
Conclusion analysis: the vast majority (80.)18% of respondents believe that both online and offline channels are important, while 9 percent believe that online and offline are more important69% and 1013%, with only a slight advantage offline. Combined with the previous questionnaire, although most people prefer to use offline channels to expand customers in the previous questions, the vast majority of people still believe that online channels are equally important. It shows that the current distributors have problems with the application of online tools in the actual customer expansion, not because they don't want to use them, but because they can't use them. From a practical point of view, it is not that online channels can replace offline channels, but that the form of "online drainage + offline customer expansion" should be adopted to highlight the advantages of the two.
What do you want to strengthen your training in 2024?
Conclusion analysis: 6211% of the respondents want to strengthen the training of basic health knowledge, which may be the reason for the current explosion of the "Dao of Spring" health education platform, because it can solve the problem of professionalism and attractiveness of health careers; 55.95% of respondents want to strengthen training on the use of Internet tools, 5286% of respondents want to strengthen the basic technical training of direct selling, 4273% of respondents want to strengthen product-related training; The success learning incentive training and various qualification certificate training accounted for a relatively low proportion of 3084% and 2775%。This shows that the current direct sellers are more practical and more aware of the fundamentals of the direct selling industry. Health is the foundation, and after that, you can master the tools and skills to improve your service level and effectively improve your performance.
If the company has an incentive trip in 2024, what would you most like to go to**?
Conclusion analysis: 4009% of the respondents most want to go to the tourist destination in China, which may also be related to the low probability of outbound travel; And for outbound travel, 3965% of respondents want to go to Europe, 2687% of respondents are looking forward to cruises, 2555% of respondents want to go to Australia; China, Hong Kong, Macao and Taiwan, Japan, South Korea and North America have a relatively low proportion of choices, accounting for respectively. 89% and 1982%。
Do you think the revision of the regulations related to direct selling will be completed in 2024?
Conclusion analysis: 511% of respondents believe that the revision of the regulations related to direct selling will be completed by 2024, 3172% of respondents believe that they are not sure, 1101% of respondents believe that it cannot be completed, and 6Seventeen percent of respondents said it didn't matter if it was revised or not. On the whole, distributors have high expectations for the 2024 legislative amendments, but they are also mentally prepared for the variables that exist. In its communication with direct sellers, Knowledge Economy also learned that the reason why they have high expectations for the legislative amendments is that this is the foundation for the healthy development of the direct selling industry, and there is no way to achieve truly standardized and healthy development without letting go of multi-level and team remuneration.
What is your outlook for 2024?
Conclusions: The vast majority of the sample (815%) are optimistic that 2024 will be better than 2023; 7.49% of respondents are pessimistic and not optimistic about 2024. It can be seen that everyone remains optimistic and full of expectations for 2024.
What are your other visions for 2024?
In the comments on other prospects for 2024, Knowledge Economy noted that the participants mainly focused on three aspects: "looking forward to the completion of the revision of the regulations", "improving the social environment" and "going to a higher level in the new year". This journal has excerpted a few articles from it for your reference:
1.I think that the aging of the population, the slow development of the real economy, and the development of AI technology will inevitably have an impact on everyone's lives. In such a macroeconomic situation, the healthy development of the direct selling industry will bring employment opportunities and by-income to many people. The development of a healthy direct selling industry should be vigorously supported.
2.It is expected that the state will vigorously support the development of the direct selling industry, open up multi-level, open up the national regional operation, and carry out positive publicity for licensed companies. The state has set up direct selling colleges, and direct sales personnel have unified relevant certificates, unified education to avoid industry chaos, and issued light entrepreneurship instructor certificates, and held certificates to work to alleviate employment pressure for the country.
3.In 2023, the direct selling industry has seen a positive development, and it is hoped that the amendment to the 2024 "Regulations on the Administration of the Direct Selling Industry" will be issued as soon as possible, so that the industry can have laws to follow. Individuals within this industry help more people to get healthy.
4.A new beginning, a new opportunity, a change in mentality, everything is the best arrangement.
5.The Direct Selling Act was introduced as soon as possible; the country's promotion of the health industry; The state has strengthened the supervision of direct selling and quasi-direct selling markets; The improvement of the concept of national health.
6.It is expected that the direct selling industry will be treated more objectively, fairly and equally in terms of policy, supervision, business environment, etc., and do not let direct selling practitioners continue to dance in shackles.