During 2016’s economic contraction, direct selling channel sales were highly impacted. Imported raw materials affected internal cost structures, and sales forces were reduced significantly in order to maintain companies’ margins.
Most traditional lines of products related to direct selling such as health and beauty and even women’s apparel were affected by the general economic situation that included increasing prices and other difficulties during and after 2016 after a period of relatively significant growth. However, other lines of products such as baby and children’s clothes, vacuum cleaners, mattresses, air and water filters, etc.
Network marketing activity is an interesting and growing area, but only for consumer segments in Ecuador, as direct selling offers products such as health supplements, jewellery, organic food and others mainly directed towards higher-income consumers, so the nature of this business is focused on more specialised targets. Development in Ecuador has been slower but consistent in recent years; companies such as Nature’s Sunshine, Organo Gold and Herbalife have applied these collective multilevel strategies to extend operations, but still need wider promotion and to develop a favourable environment to consolidate strong teams of networkers.
Direct seller Yanbal Ecuador leads direct selling in Ecuador. The company owns a strong distribution structure through its sales representatives, and its brand is well known and recognised.
International and domestic companies are intensifying promotional and other marketing activities to catch the attention of a wider variety of consumers having traditionally focused primarily on women. Men are a key target for direct sellers’ promotions on social networks placing emphasis on male products, especially apparel, footwear, fragrances and sports goods.
Amongst direct sellers, the offer of baby and child-specific products is increasing. Current direct selling catalogues are constantly offering a wide variety of products, mainly bath and shower products, but also increasing their skin care and sun care offers.
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This industry report originates from Passport, our Retailing market research database.