Direct selling recorded a positive performance in recent years, but at current value rates that were much lower than those recorded at the beginning of the decade. This trend was in line with the trend of the unemployment rate reported by the government, which showed a decline since the beginning of the decade.
However, several factors maintained growth in the channel in 2018; despite the slowdown, growth remained healthy. Amongst these factors was impulse buying: catalogues are attractive, offering products which appeal to Mexican consumers at affordable prices.
Mexicans are intensive users of social media networks. Along with the appeal of being in constant communication through new media, the decline in the prices of smartphones and internet services has rapidly increased the penetration of smartphones amongst the population.
In recent years, direct selling faced increasingly strong competition from other channels, including internet retailing, sales of which increased rapidly, but also from physical stores. As a result, direct selling companies are developing omnichannel retailing to better compete.
Mary Kay, a well-known beauty and personal care brand, Nikken, which focuses on health and wellness, and Omnilife, a health and nutrition brand, recently launched internet retailing stores addressed to final consumers; not only to their sales representatives. In most cases, the registration process asks for the consumer’s sales representative.
The leader in direct selling in value terms in 2018, Fábricas de Calzado Andrea, has been in the market for 45 years. Its successful strategy was reflected in its sales growth over the review period, reaching double-digit growth in 2017 and 2018.
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This industry report originates from Passport, our Retailing market research database.