This business exploded with the pandemic and already gives work to 1 million people
La industria de la venta directa está más viva que nunca.There are more and more people looking to undertake in this business model either as entrepreneurs (to market their products) or as independent resellers.
"El riesgo es bajo y la oportunidad de ingresos está directamente relacionada con el esfuerzo en desarrollar el negocio", argumenta Gonzalo Falcón, director Ejecutivo de la Cámara Argentina de Venta Directa (Cavedi).
Según esta asociación, en 2020 la facturación fue de $ 125.000 million pesos versus $ 66.000 million pesos in 2019."Logically, when comparing sales there is an inflation component, without that data, it would seem that the business doubled and it is not so...But I imagine that the same should happen in all markets in Argentina when comparing year after year, "says Bachelor of Business Administration.
In relation to the expansion of independent entrepreneurs dedicated to this activity, Falcon points.
"We close 2019 with around 920.000 independent resellers.A year later we closed it with 1.020.000.This growth in the middle of a year as particular as the 2020 marks that the industry continues to grow despite everything ".
Existen dos modelos comerciales: la venta plana o mononivel (en el que el revendedor independiente gana dinero por la diferencia de precio entre el precio de compra y el de reventa de un producto) y la venta directa multinivel (en el que a la ganancia explicada en la venta mononivel se le suma otra posibilidad de ganancias por las ventas de la red de ventas que una persona puede formar).Each company defines its commercial model (mono or multilevel) but in both cases we talk about direct sale.
The term identifies more than a host opening the doors of her house and inviting her group of friends to a meeting to listen to an entire afternoon to the demonstrator of a firm Equis talk about the benefits of a product;or observing that consultant who performs a home sales service offering from books to products to have radiant skin.
It implies a solution for those who lost their jobs or saw their income reduced and found in it a way to ensure an income (or an extra gain) with an independent activity that is profitable, fun and without predetermined schedules.
The role of digitalization
Para Néstor Fernández, director General Mary Kay Argentina & Uruguay, "a diferencia de las plataformas de e-commerce en las que uno no conoce al vendedor, quien compra un producto cosmético a un revendedor de alguna de las empresas reconocidas de venta directa, sabe que recibirá un asesoramiento personalizado y que esa persona estará para ayudarla en lo que necesite".
Since the Pandemia began they have almost doubled the number of independent consultants and so far this year more than 40 have been incorporated.000 new consultants.This makes many people find in the firm the possibility of winning up to 45% for the resale of products and in addition to an independent commercial career with attractive profits and incentives, such as travel awards, cars and jewels that are part of the worldwide recognitionknown.
In the term of profits so far this year, Fernandez emphasizes that "2020 was the best in the 40 years of history of Mary Kay Argentina with an 116% growth in sales and this 2021, although there is a decrease in theAverage sales by consultant, we continue to grow, although on a smaller scale ".The year they hope to close it with a growth of 25%.
"We are very proud to be within the Top 10 in dollars among the almost 40 countries in which the company has a presence in the world," says the director.
New channels
En Avon desarrollaron herramientas de venta complementarias: tiene e-commerce, folleto digital y su propia app Avon Shop.
"Hoy, el 84% de las tiendas digitales son de revendedoras tradicionales que sumaron la pata digital y eso va a seguir creciendo", subraya Rolando Castro, gerente general en Avon, compañía que cuenta con más de 300.000 independent reseeding in Argentina, where he has been 51 years.Regarding sales in recent times (2021/2020), there was a regional increase increase of 59% in real, of which 26% were generated in Brazil and 83% in Latin America.
En este sentido, los ingresos por ventas de Avon Hispanoamérica crecieron 38% en moneda constante en los primeros seis meses.On international scale, during the first quarter it grew by 11% in its reamental income, with participation earnings in its eight main markets.If we compare the second 2021 vs. the same period in the previous year, Avon International registered an increase of 33.6% in net income in real.Online sales exceeded the levels of before the pandemia 2.7 times.
Do you consider that Avon's income in Latin America grew as a result of fusion with nature?
"Without a doubt, Avon's integration into the Natura group meant a springboard that enhanced our positioning and influence.While brands maintain separate commercial operations, we work together to create a complementary and symbiotic business ecosystem.We are proud to belong to the fourth beauty group in the world and the largest in the region, "Castro explains to El Cronista and adds" anyway, throughout his 135 years, Avon managed to evolve and stay relevant ".
Today they have more than five million representatives, in more than 60 countries and sell 102 lipsticks, 60 masks and 121 enamels per minute.Another of the guides in the direct sales sector is Natura, the Brazilian multinational cosmetic and personal hygiene products, which has been in the country for more than 25 years and has just been recognized as the strongest cosmetics brand in the world, according to the Brand Finance Cosmetics 50 report of 2021.
Are there more independent resellers this year?
"El crecimiento es sostenido año a año.The model is attractive in more complex moments because it is very accessible and reliable to undertake, "says Verónica Marcelo, general manager of Natura Argentina.Punctually in Argentina they became a network of more than 230.000 people, among entrepreneurs/beauty rakes and grew 100% in number of digital consultants and consultants: at the beginning of 2020 there were 50.000 and today there are more than 100.000 people.
Technology enhanced the model.
90% of its channel is digitized and almost 100% of its orders are made from the digital magazine and discontinue the paper format;And its multichannel consultants at this time sell 150% more and online sale through the consultants tripled with respect to previous years.From the firm they assure that with an expected recommendation the client is six times more prone to buy.Direct sale nourishes relationships and trust.
"Según nuestro último reporte de resultados financieros -marca Verónica Marcelo- los ingresos netos de Natura en América latina aumentaron 25% en reales, con crecimiento tanto en Brasil (8%), impulsado por las sólidas campañas en fechas especiales y las ventas on-line superaron los niveles de antes de pandemia en 4,3 veces".
Pans, pots and pans
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Essen, la pyme familiar argentina que sedujo a las amas de casa, que perdura en el mercado nacional desde hace 40 años y que hoy tiene como principal objetivo recuperar la cultura de la cocina casera y saludable.
Managed to position itself as a top quality product and an independent entrepreneurship opportunity for direct sale.roasted in changes in quarantine, were one of the industries that managed to grow."The 2020 was a year where the consumption of household goods increased considerably worldwide, in particular our products sold 20% more units than in 2019, which had been a low year consumption in our category," says BarbaraFENOGLIO, MARKETING HEAD IN ESSEN.
En su mejor momento se encuentra Thermomix, uno de los electrodomésticos de cocina más avanzados tecnológicamente e ideal para quien no sabe ni freír un huevo frito."In August 2021 we exceed last year billing.2020 was a spectacular year for a young brand, which arrived in the country in 2017. La cuarentena estricta convirtió al robot de cocina en un producto aspiracional de muchos hogares en el que una persona pasó a cocinar las cuatro comidas para todos los miembros de la familia, a veces sin ayuda", dice Beatriz Macaya, gerente General de Thermomix Argentina y Uruguay.
In 2020, Thermomix Argentina billed a total of $ 628 million;While this year, until August 2021, go $ 704 million.In relation to sales by units: 2019: 1500 Thermomix;In 2020: 3300 and in 2021 the objective is to close with 4000 and currently have sold 2900.After the quarantine they doubled the number of sales agents (people selling the kitchen robot).They arrived at November 2020 with 300 agents, as of February 2021 with 600 and now we gathered 800 in Argentina.
The agents do not make "burst", only market new machines with guarantee.Every agent must own a Thermomix, but is not enabled to sell, since it is necessary to know the appliance very well to explain its potential.
100% pure essential oils
Los productos de Just se basan en recetas de bienestar que utilizan prácticas ancestrales con hierbas medicinales para atender necesidades cotidianas.
"Este año Just Argentina crecerá un 15% en valores ajustados por inflación defendiendo de esta forma la importante evolución del 2020, en donde crecimos más del 64% en la facturación", informa Diego Alegre, director General de Just Argentina.
In other countries, growth was very important in dollars: Peru 98%, Panama 79%, Chile 59%, Colombia 30%, Costa Rica 38%, Mexico 31%and the United States 75%.
Its level of consultants reaches 57.000 enabled to put orders, of which they have an activation percentage of more than 65% monthly.Just has three challenges for the 2022 agenda: "Integrating the always (face -to -face) model with the way we relate to pandemic (social and digital networks) and merge them to achieve greater synergy between both worlds; changes in purchase habits cause changesIn the orientation needs and services to our clients, the delivery in the day will be a reality; and emphasize and bet on the training of the consultants, "says Alegre.
Readers network
Pandemia increased the taste for reading. El Círculo de lectores, una empresa de venta directa de libros que opera en todo nacional, forma parte de la vida de los argentinos.Operates through several channels.The best known is personalized attention (where resellers visit their clients in order to bring them closer to the magazine of the month and tell them the novelties.Today the digital magazine is added).Another is web attention (through mail people make their orders).MercadoLibre was also added and for five years they began with the circle representatives."It is a channel that has been working very well. Gracias a estos representantes hoy los pueblos del interior pueden acceder a un libro sin necesidad de ir a la Capital", revela María Beatriz Cano, coordinadora de ventas de El Círculo de Lectores, mientras comenta que el 70% de las vendedoras son docentes y bibliotecarias.
And he affirms that "we are rebounding little by little.Between July, August and September of the current, 20% more was sold compared to the same time as in 2020 ".In the present, the company has 250 resellers.
Launches 2021
En julio de este año, SodaStream lanzó al mercado su segundo modelo de máquina gasificadora llamada "Génesis" para hacer soda fresca en casa.
Currently, this product already represents 40% of the billing with a monthly volume online to the internal objective of the company.KEY FOR MARKETING.
"El canal venta directa en máquinas gasificadores ya representa para nosotros el 70% del volumen y este año viene creciendo un 60% versus al 2020", señala Jerónimos Cadenas, gerente general en SodaStream Argentina.
The company has around 110 customers throughout the country between small and Key Accounts.Economically, in 2019 40% vs. grew.2018 and then in 2020 they accelerated their growth to 180%.
Desde Pura Agua, este 2021 decidieron desembarcar en el desarrollo del canal de venta directa.
"Si bien no tenemos datos de años anteriores, podemos decir que son muy buenas nuestras expectativas en base a las pruebas pilotos que hemos lanzado con nuestros primeros embajadores, quienes han alcanzado una maduración muy rápida y con niveles de conversión /venta muy altos en relación al tiempo recorrido", destaca Leandro Barrionuevo, cofundador de Pura.They estimate that this business unit represents 20% of the annual turnover 2022.
Violetta, la marca argentina de cosmética líder en venta directa, presenta su nuevo posicionamiento
"Celebrate your essence".This concept transmits the entrepreneurial, fresh and inspiring spirit of its creator and invites you to discover the strength of the essence itself.The firm with its products reaches three million customers per month.Javier de la Arena, commercial director emphasizes that "Violetta has a wide range of vegan products and we develop a line without TACC".
In addition, we recently incorporate into our Porfolio a line with prebiotics that better helps skin defenses ".
To understand this phenomenon on the boom of direct sale. Ximena Díaz Alarcón, cofundadora y directora de Contenidos de Youniversal respondió la siguiente pregunta: ¿qué motiva a las personas a sumarse a este tipo de negocio?
"Motivation is income generation and labor inclusion.Success depends on the thrust itself and the contact networks themselves.It is an industry with low entry barriers.They also provide a support and affective support frame that is very important for those who join the brand.The seller is a true ambassador and in many cases they also add to the proposal because they adhere to their values: inclusion, sustainability, community care, etc., "concludes the executive.
