COE Piloting; E-transcending Together
Established 31 years ago, the mission of Taiwan R.O.C. Direct Selling Association (DSA) has been to forge a consensus within the DS industry in order to create co-prosperity. On December 21, 2021, the DSA held its 17th Convention under the theme of “COE Piloting; E-transcending Together”, during which reelection of the Board of Directors and Supervisors was conducted. Ms. Shaline Chang, Chairperson of the 16th Board of Directors, was re-elected to serve another term of office and lead the 17th Board of Directors & Supervisors to serve DSA’s member companies, as well as the DS industry in Taiwan.
Although under the raging of the COVID-19 pandemic across Taiwan since 2020, the DS industry in Taiwan has delivered pretty good results, creating a new-high annual turnover of nearly NT$ 100 billion in 2020. In the meantime, the DSA has been promoting education of the Code of Ethics (COE) without rest. Even under the Level 3 epidemic alert, the DSA still actively launched a number of interesting COE-related activities on line, not only showing DSA’s ability to accurately grasp the digital trends, but also demonstrating the spirit of self-discipline of DS practitioners in Taiwan. The newly-elected Board of Directors & Supervisors will continue to work with DSA member companies to promote DSA affairs and lead the industry toward sustainable development.
Industry Glory under Pandemic; Unveiling of DSA Convention
The DS industry has developed in Taiwan for 40 years. As a result, the population of DS practitioners today accounts for 15% of the overall employed population in Taiwan. According to a report published by the World Federation of Direct Selling Associations (WFDSA), Taiwan’s sales value in 2020 was over US$ 4.4 billion, ranking the 10 th largest market in the world. According to the “2020 Findings of Survey on the State of Operation & Development of Multi-level Marketing Businesses”, published by Taiwan Fair Trade Commission in August 2021, the total sales value of multi-level marketing businesses reached NT$ 98 billion, representing an annual growth
of 4.78%. “Although with the impact of COVID-19 on global economy over the past 2 years, the DS industry has shown unprecedented flexibility and velocity. In the meantime, our potential to adapt to changes has been aroused. With the change of larger environment, all of us have to follow the trend and make quick adaptation. In this regard, the people-oriented DS industry enjoys great advantages. For example, we are able to make the best of digital tools to master velocity and width in creating our personal brands and establishing warm links at the time of alienation,” said Ms. Shaline Chang, Chairperson of the Board of Directors, when commenting on the good results.
Industry Glory under Pandemic; Unveiling of DSA Convention
The DS industry has developed in Taiwan for 40 years. As a result, the population of DS practitioners today accounts for 15% of the overall employed population in Taiwan. According to a report published by the World Federation of Direct Selling Associations (WFDSA), Taiwan’s sales value in 2020 was over US$ 4.4 billion, ranking the 10 th largest market in the world. According to the “2020 Findings of Survey on the State of Operation & Development of Multi-level Marketing Businesses”, published by Taiwan Fair Trade Commission in August 2021, the total sales value of multi-level marketing businesses reached NT$ 98 billion, representing an annual growth of 4.78%. “Although with the impact of COVID-19 on global economy over the past 2 years, the DS industry has shown unprecedented flexibility and velocity. In the meantime, our potential to adapt to changes has been aroused. With the change of larger environment, all of us have to follow the trend and make quick adaptation. In this regard, the people-oriented DS industry enjoys great advantages. For example, we are able to make the best of digital tools to master velocity and width in creating our personal brands and establishing warm links at the time of alienation,” said Ms. Shaline Chang, Chairperson of the Board of Directors, when commenting on the good results.
Online Promotion of COE Education; Focus on Issue of MLM Law Amendment
As a core standard pursued by the DSA, the Code of Ethics (COE) not only demonstrates the selfdiscipline spirit of DS practitioners in Taiwan, but also reflects their business philosophy of sustainability. In 2021, the DSA moved its activities online, when it was not practical to hold them offline, and promoted the COE in an innovative and interesting way. For example, with a crossborder cooperation arrangement, the DSA worked with Taipei Quyi Troupe to produce a series of videos themed “COE Talk Today” to express the essence of the COE through cross-talk shows, which successfully attracted 15 thousand viewers and hundreds of followers to leave comments and share their viewpoints on the topic. Additionally, the DSA also held a knowledge quiz lucky draw, named “Big Questions on COE” in an ‘educate-through-entertainment’ manner to attract
the public to willingly learn about the COE. As a result, the event attracted more than 13,000 participants and over 8,000 visits to its Official Facebook page. Additionally, the DSA has started study on the amendment of the “Multi-Level Marketing Supervision Act” since early last year and held several discussions with the Fair Trade Commission, trade corporations, and experts & scholars, during which the DSA suggested optimizing the existing “notification system” specified in MLM laws and regulations in order to positively enhance the national finance, consumer rights, and industrial development to make them the true driving force of the industry of our country.
Care for Taiwan’s Epidemic Condition; Fulfill Corporate Social Responsibility
The DSA also fulfills social responsibilities by actively promoting charitable activities in order to give back to society with practical actions. In 2021, in the midst of severe epidemic in Taiwan, the DSA called up its member companies to fulfill cooperate social responsibility (CSR). As a result, the DSA donated 3,000 pieces of medical protective clothing and 10,000 N95 masks to the epidemic protection personnel of various bureaus and departments of Taipei City Government and the Fire Department of New Taipei City Government in July and helped the Children Are Us Foundation (CAUF) to open “Aura Charity Coffee Flash” in November. The DSA also summoned volunteers to sell charity coffee at the shop and donated the total earnings of the day to the CAUF. In addition, the DSA donated NT$ 100,000 to the “Care for Each Other & Tough Mentally Challenged Children Go Forward Fund” to help mentally challenged children obtain employment in order to change their fortunes.
Looking back on 2021, the DSA has achieved a lot, including upholding the most precious affective interaction among people in the DS industry and working together to achieve transcendence based on the COE with the help of digital technologies. Looking ahead to 2022, the DSA hopes to continue to work with its member companies to create a new round of prosperity for the DS industry.
Cerule International LLC USA Taiwan Branch
Founded by Howard Newman in Irvine, California in 2000, Cerule International LLC is a bio-tech company. Since its establishment, Cerule has been committed to seeking the
state-of-the-art technologies, by inviting Dr. Gitte Jensen from NIS Labs to develop innovative nutritional supplements. Today, Cerule’s distribution channels have spread to 79 countries across the world, with Taiwan being Cerule’s first stronghold in Asia.
In the challenge-laden 2021, under the leadership of Jono Lester, CEO & Co- manager, and Andy Goodwin, President of Global Marketing & Co-manager, Cerule delivered outstanding results anyway. In the first half of 2021, Cerule’s global sales value grew over 60% year-on-year. With this significant growth, in order to accelerate market development and strengthen its executive team, Cerule appointed Roger Chi as the General Manager of Cerule Taiwan in June, 2021 in the hope of making use of his complete market experience to continue to strengthen Cerule’s product leadership in Taiwan market.
Combing its mission – “Help people create an extraordinary life” and new theme for 2022 –Experience Extraordinary, Cerule aims to help 1 million people experience Cerule products through launches of patented and innovative products, the industry- leading “One Million Dollar Incentive Program”, and brand new product design. In 2022, we will lead all our members to jointly experience an extraordinary health, extraordinary fortune, and extraordinary life.
Fair Trade Commission Interpretation Order on Provisions of Article 13 of MLMSA
With regard to the promotion of e-direct selling authorization contract, there has been some progress in the issue of separating the effective date from delivery date of the contract. Based on the results of multiple discussions between the DSA and the FTC in 2021, the participation contract shall become effective immediately after being signed or stamped by both parties without having to wait until the participant receives the hard copy contract in order to provide substantial help for the participant to exercise his rights as soon as possible. However, the hard copy contract required bythe law leaves room for interpretation due to the delivery methods. For example, the contract, after being physically signed by the participant, may be returned in electronic form or, like the situation of an insurance contract, be digitally signed on a tablet and then made into a physical contract by the multi-level marketing enterprise. During the discussions between the DSA and FTC, these methods were agreed but not put on record after the meetings. This year, the DSA will continue to negotiate with the FTC and will retain room and flexibility for discussion.
Interpretation to the provision as specified in Paragraph 1 of Article 13 of the “Multi-Level Marketing Supervision Act” ‒ “A multi-level marketing enterprise shall enter into a contract in writing with the participant and the multi-level marketing enterprise shall give the participant an original participation contract.” ‒ is given by the FTC as follows:
FAIR TRADE COMMISSION Order Date: February 15, 2022
Reference number: Gongjingzi
No. 11114601231
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The meaning of the provision as specified in Paragraph 1 of Article 13 of the “Multi-Level Marketing Supervision Act” – “A multi-level marketing enterprise shall enter into a contract in writing with the participant and the multi-level marketing enterprise shall give the participant an original participation contract.” is that the multi-level marketing enterprise shall enter into a “hard copy” contract with the participant and the contract shall only become effective when it is
signed or stamped by both parties. In addition, the multi-level marketing enterprise shall give the participant an original participation contract immediately or inform him of the location where an original participation contract is available at any time in order to fulfill the multi-level marketing enterprise’s obligation to deliver an original participation contract to the participant.
Li Mei
Chairperson, FTC
“FTC 30; Rock for Trade” FTC Celebrates 30 th Birthday
Welcoming its 30th birthday in 2022, the Fair Trade Commission (FTC) held a celebration tea party themed “FTC 30; Rock for Trade” the other day at International Convention Center, Chang Yung-Fa Foundation, which was personally visited and given a congratulatory speech by President Tasi Ing-wen and Premier Su Tseng-chang. The party was also attended by representatives from various countries and industry corporations & associations, as well as
experts and scholars to say “Happy Birthday” to the FTC.
To celebrate its 30th anniversary, the FTC created a dedicated website to go with the theme – “FTC 30; Rock for Trade” (http://www.ftc30.tw/). On this website, you can not only review FTC’s development path and milestones over the past 30 years, but also have a glimpse of the development track of the industry through videos in celebration of FTC’s 30th birthday. Finally, you can also participate in various interesting online interactive activities, such as the Prize Quiz, held by the FTC on the website.
The DS industry has taken deep roots in Taiwan for over 40 years. Over the past decades, the DSA has worked with the FTC to jointly promote sound development of the DS industry in Taiwan. The DSA would like to take this opportunity to congratulate on FTC’s 30th anniversary. In the future, the DSA will continue to work with the FTC to jointly contribute to the growth and development of the DS industry in Taiwan.
The 17th Board of Directors & Supervisors, DSA
*Arranged in admission order
Tenure: Dec. 2021-Dec. 2023
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Chairperson Nu Skin Taiwan Shaline Chang
Exec. director Amway Taiwan Nadia Ding
Exec. Director Viva Life Science (Taiwan) May Chen
Exec. Director E.Excel International (Taiwan) Andrew Lee
Exec. Director Herbalife Nutrition Taiwan Stella Tsai
Director AVON Cosmetics Taiwan Rex Chiang
Director Mary Kay Taiwan Anna Lee
Director Stolle International (Lanfar) Charles Chen
Director Totalife International Andy Mai
Director Nefful International Taiwan Julia Chen
Director Naturally Plus Roger Yeh
Director Kelti International Wu-Kang Chen
Director Sheng-en Development Shih-Hsiung Chang
Director Jeunesse Global Taiwan Mark Wang
Director Atomy Taiwan Song-mo Koo
Exec. Supervisor BOCHiNG Caco Chen
Supervisor Nu Life International (Taiwan) Nasser Iqbal Khan
Supervisor Shaklee Taiwan Wen-zhong Yang
Supervisor AXXA Taiwan Xing-zhang Li
Supervisor LifeVantage Taiwan Ivy Wu
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Alternate Directors
1st choice Health Chain International Eva Lee
2nd choice Perfect Resources (Taiwan) Wen-zhi Xui