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天问，趋势营销专家，订阅制营销专家。悠托邦私域操盘手。M公司史上第一位退出的CD+高阶领导人。　

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【转载】 美乐家今年销售额将达到10亿美元

我的日志

天问按：最近，有国内知名的直销媒体，将美乐家的年营业额列入负增长状态。有不少朋友来电咨询是否可靠，如果的出现负增长，那么美乐家持续25年的正向增长纪录将被打破。我当时给予的回复是，资源来源不详的情况下，可以先本着客观存疑态度等待结果。但同时我也告知朋友，以美乐家的锁定终端原理增长势头，理论上出现负增长不太可能。大家可以静等，它一定会公布它的结果。
没想到，加拿大的美乐家产品爱用者“茶树油客”，在他的新浪博客上，将美国官方网站的第一线信息公布出来了。更重要的是，范德士很诚恳地讲到了去年美乐家的原地踏步。这里是他博客中翻译的全文，以飨各位！
 

四天前我收到美乐家一电子邮件，打开一看，发现美乐家正式宣布：美乐家今年的销售额将很有可能达到十亿美元。从现在开始，所有优惠会员登陆之后就会发现美乐家的网页有新的变化，首页有目前销售额数字跳动的不断更新。

我立刻登上美乐家的网站，果然发现不断跳动的销售额数字。11月16日20:40:33的销售额为$898,392,661。次日的数据增加到 $900,702,954，第三天为$902,546,209。今天的结果是$904,862,290。我将陆续跟踪每天的数据，并研究数据变化的规律，设计一系列的预测算法，这个算法将会不断更新，以目前四天的数据分析，我估计达到1B的日期大约是1月2日，即使年底达不到这个目标，但将是非常接近。
 


在查看有关新闻动态的同时，我立刻发现美乐家总裁范德士的新文章。作为多年的美乐家忠实优惠会员，我一直都十分欣赏范总裁的的文笔，他为美乐家的产品季度产品目录坚持亲自写序，为月刊LeadshipInAction写序，还有许多重大时刻的文章。经过多年的经历，我对美乐家的总裁有了比较日常和多的了解。他可以说是我最喜欢的两个美国CEO之一（另一个是苹果的乔布斯）。我非常喜欢这篇文章，我多年的亲身经历和对公司多方面的了解，我读起这篇文章感到更为亲切。作为一历史的见证，这里我将此翻译成中文。

Our First Billion Dollar Year!?!
我们第一个年十亿美元的历史时刻！？！
The Field Is Ready to Harvest!
我们的田野正准备好大丰收！



Frank L. VanderSloot, CEO
首席执行总裁范德士
 

Despite the worst economy that the world has seen in over half a century, Melaleuca continues to flourish. The company is having another record- breaking year and is approaching its first $1 billion in annual revenues. The $1 billion revenue milestone is within our grasp! We have been making steady gains towards that significant achievement each year in an economy that has caused many of our competitors to slide backwards and others to struggle just to maintain.
过去近半个世纪是全球经济最为糟糕的时期，但是美乐家却能一直保持着继续兴旺成长。今年美乐家公司将达到另一个创纪录的一年，年销售额将达到十亿美元。指日可待，公司的销售额将达到十亿美元的历史性里程碑！我们公司过去一直保持着稳定性的增长，而许多我们的竞争对手却在不断下滑，有些公司甚至挣扎着维持其经营。

Without question, the secret to Melaleuca’s success has been our superior products! As the Walmarts of the world push prices, and therefore quality, lower, Melaleuca has focused on quality and reasonable prices. When it comes to wellness products, people do not want to sacrifice quality. That places us in an extremely unique position in the marketplace. While our competitors waste huge amounts of cash on retail outlets, advertising, and bulking up their products to make them look like a bargain to the uneducated shopper, Melaleuca has focused on increasing effectiveness and safety, using only the best and highest-quality ingredients that, given their pricing and advertising strategies, our competitors cannot even think about using. We have been rewarded with an ever-growing, loyal customer base.
无庸置疑，我们美乐家公司成功的秘诀是我们优质的产品！当沃尔玛公司在全球尽量压低价格时，由此受到影响的自然是产品的质量更为低下，但是我们美乐家的重点却一直放在产品的质量和合理的价格方面。当我们谈到健康的产品，人们是不愿意以牺牲质量作为代价的。就凭这一点，我们的公司在市场上就占据了最为独特的位置。当我们的竞争对手把大量的资金花在零售、广告方面，以各种好像是优惠价格的方式来吸引无知的消费者，美乐家将精力放在增加产品的有效性和安全性方面，我们的产品采用最好和高质量的成分；由于我们的竞争对手采用的价格和广告战略手段，他们都无法顾及产品的所用的成分。我们因此而得益，我们争取到的是不断增长的忠实客户群体。

Melaleuca shoppers are much more educated than average grocery store shoppers. They have studied a little and understand a lot. They cannot be fooled by big bottles containing watered-down formulas. They know about free radicals and the need for effective antioxidants. They know that cheap ingredients in nutritional supplements can do more harm than good. They are willing to pay a little more for a healthier home, healthier children and a more vibrant life. They realize that cost per use is a much wiser comparison than cost per bottle. They also understand the difference between just living longer and enjoying life longer. And because they understand all of those things, Melaleuca is a clear choice for them. And because the number of discriminating and educated shoppers around the world is increasing daily, Melaleuca is approaching its first $1 billion year! Melaleuca has a tradition of rapid growth. In fact, we have grown for 25 of the last 26 years. And in 2009, the year we didn’t grow in revenues, we did grow by a significant number of customers. And the pace of our growth is quickening. It makes sense that as people discover the superiority of Melaleuca’s products, the rate of growth will increase.
美乐家的消费者比一般的商店消费者更有知识，他们了解他们使用产品的内容。他们做过许多研究，因此获得了对产品更多的认识。他们不会被那些充满水的大包装产品所轻易愚弄。他们懂得自由基，他们需要有效的抗氧化体产品。他们知道营养产品中的便宜成分所造成的弊要远远大于其利。他们愿意支付略高的价格而得到一个更为健康的家庭，更健康的孩子，并有一个更充满活力的生活品质。他们认识到用每次使用的成本比以瓶子为单位的价格要更有比较性。他们还懂得延年益寿，注重生活的品质，这比什么都更为重要。正是他们具有这些知识，他们选择了美乐家。正是这种具有鉴别能力和知识的人在全球范围越来越多，美乐家的年销售额才能够步步接近年十亿美元的历史时刻！从历史上来看，美乐家一直保持迅速地扩展，事实上，过去的26年中25年都是增加的年份，虽然2009的年收入没有增加，但那一年我们的基本客户数量却有大量地增加。而且这种增加的速度越来越快，人们发现认识的美乐家是其优质的产品，正是这个根本的原因，美乐家的增长速度将会进一步加快。

Here are some significant factors that cause us to be extremely excited about our future. For example, the definition of residual income is “income that continues to come in month after month and year after year because of the repeated purchases of the same product over and over.” Given that definition, consumer products is the only industry proven to provide residual income. Therefore, it is noteworthy that Melaleuca is the first company of any significant magnitude to break into the consumer product marketplace in the United States in the past 60 years. That’s because the major brands have long ago monopolized shelf space in grocery stores and other major retail outlets. As history shows, it is almost impossible to get into that market. Yet Melaleuca has now accomplished exactly that!
我们非常激动地憧憬我们的未来，这里我列举几个重要的因素。比如说，不断持续性收入的定义是：同样的产品不断反复销售，这样保证收入年如一年、月如一月地持续保持下去。根据这个定义，消费性产品可以提供不断持续性的收入，这是一个经过历史证明的产业。因此，在美国过去的60年里，美乐家是第一家公司具有这样大规模的公司，进入消费性产品市场，这是一个很重要的概念。它的重大意义是，这个产业从过去到现在都是可数几家的品牌产品垄断充斥了超市的货架和零售网络。从过去的历史来看，能够挤进这个市场是非常非常困难的，但是现在美乐家却做到这一点！

Although it could be argued that Melaleuca is not a direct-selling company (since no sales are made person- to-person), it is also noteworthy that no direct-selling company has reached $1 billion in annual sales in the last 40 years and still had the majority of its business in the United States. Of course, the majority of Melaleuca’s business is in the United States and that places Melaleuca in another very unique position.
有人会说美乐家不是一个直销公司（因为没有经过人传人的销售），我认为只是一个非常重要的概念，在过去的40年间，在美国还没有一个所谓的直销公司能达到年销售额十亿美元，而且现在还能够在美国保持这个规模生存。当然，美乐家的主要商业目前主要是在美国，而这正是美乐家的特别之处。

Companies that have exceeded the $1 billion milestone consistently point out that the first $1 billion is always the most difficult. We suspect that will also be the case with Melaleuca. Clearly, we’re just getting started. We are still infants when compared with the huge conglomerates that we are competing with. Although we have proven that we can compete with the brand names and win every time, it is also clear that the fields are ready to harvest. The following is a list of our competitors who have gained a significant market share in the consumer goods or nutrition industries. Note the year that they were founded. Note that no other companies of any magnitude have broken into these markets recently, other than Melaleuca. The size of the market is tremendous! We have found the key. The success we have in converting their customers month after month is proof that these companies are no match for our product line and our business model.
许多年销售额超过十亿美元历史大关的公司都一致认为第一个年十亿美元总是最为艰难的。我们认为对于美乐家来说这也是如此。显而易见，我们只是刚刚起步，与那些竞争对手诸如超级企业集团相比，我们只是处于婴儿时期。但是，我们证明了我们的产品能够和品牌竞争，而且我们每次都能比过对手。另一个显而易见的是这些市场都已经等待着我们丰收的收获。下面是我们竞争对手的一栏表，他们在这些消费产品和营养产品方面占有相当大的市场优势。第一个值得注意的是他们起家的日期，第二个注意点是：没有任何其它任何规模的公司能够在最近进入这些市场，除了美乐家之外。这个市场的规模相当的庞大！我们找到了关键之点。我们的成功是月复一月地将他们的消费者转变为我们的优惠客户，这一点上证明了这些公司的产品无法与我们的产品相媲美，也无法与我们的商业模式相抗衡。

Year Founded
起家年份		 Company
公司		 Revenues
年收入		 Country
国家
 1837  Procter & Gamble  $78.9 billion  United States
 1860  Pfizer(Wyeth)  $67.8billion  United States
 1930  Unilever  $61.6billion  UnitedKingdom
 1887  Johnson & Johnson  $61.5 billion  United States
 1863  Bayer  $48.8billion  Germany
 1872  Kimberly-Clark  $19.1billion  United States
 1806  Colgate-Palmolive  $15.5 billion  United States
 1886  SC Johnson  $8.8 billion  United States
 1935  GNC  $1.8 billion  United States
 1985  Melaleuca  $1.0billion?  United States

This market is ours for the taking! It is now just a matter of time and hard work.
这些市场将被我们争取过来！这只是时间和努力工作的问题。

Melaleuca’s first $1 billion year is just over the horizon. It is within our grasp. We will have to have a strong November and December. And then we will have achieved something that has not happened for several decades. Melaleuca will have established itself as the youngest entrant in the consumer products and nutrition industries in the last 75 years. The available market is huge. The day will come when Melaleuca will dominate this market. Although it is obviously a modern-day version of David and Goliath, given Melaleuca’s superior product line, pricing strategies, and business model, it is only a matter of time.
美乐家第一个年收入十亿美元正出现在地平线上，这将是咫尺之遥。我们将有一个强劲的十一月和十二月，然后我们将会取得在过去几十从未有过的成就。美乐家将会成为过去七十五年来在消费产品和营养产品市场中最年轻有为的公司，这个市场是一个庞大的市场。终将有一天美乐家将成为这一市场的主导公司，这将是现代版本的大卫和歌利亚故事（注：旧约圣经中两年轻人战胜帝王的故事），以美乐家的优质产品、价格策略和商业模式，这个前景将只是一个时间的问题。

Sincerely,
真诚地，

Frank
范德士


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