又一跨国上市直销企业官宣进中国，折射的却是中国直销的无奈

Core Insights - Zinzino, a global direct sales company based in Sweden, has reported significant revenue growth, particularly in the Asia-Pacific region, which has increased by 387% [2][4] - The company's total revenue for April 2025 reached $26 million, marking a 54% year-on-year increase, while cumulative revenue from January to April 2025 reached $102 million, a 58% increase [2][4] - Zinzino's entry into the Chinese market is driven by the rapid expansion of the personalized nutrition and supplement market, which is projected to reach $615 million by 2024 and exceed $1.57 billion by 2030, with an annual growth rate of 16.4% [4][6] Revenue Growth - Zinzino's revenue in the Asia-Pacific region has shown remarkable growth, with a 387% increase, while North America also saw a 237% increase [4] - The company ranked 45th in the global direct selling top 100 with an annual sales figure of $200 million [2] Market Strategy - Zinzino's CEO emphasized that entering the Chinese market aligns with the growing demand for scientific and personalized health solutions [4] - The company plans to offer a comprehensive product range, particularly its flagship product, BalanceOil+, to help consumers manage their health [6] Challenges and Adaptations - The suspension of direct selling licenses in China has forced Zinzino to adopt a cross-border e-commerce model, which presents both challenges and opportunities [7][8] - The company faces the challenge of maintaining effective team motivation and business growth without the core incentives of direct selling [9] - Competition from established e-commerce giants in China necessitates innovative strategies for customer acquisition and operational efficiency [11] Future Outlook - The cross-border e-commerce model is seen as a temporary solution rather than a perfect substitute for direct selling, and Zinzino must navigate compliance issues to ensure a successful market presence [13] - The potential for success lies in leveraging product quality and compliance to build consumer trust, as evidenced by successful international health brands [11][13]