Business model

QNET’s Business Model: Amazing Truths Unearthed During An African Journalist’s Trip to Malaysia

When I joined my current local press team in Ghana and got to know QNET, the first article I saw was the company trying to correct a misrepresentation about its brand. Some individuals have been accused of extracting money from others by promising to help them travel out of Africa.

I got interested in the brand and did a little computer research to find out more about the company. The more I dug, the more I realized that the 24-year-old company had good intentions and an interesting business model, but the actions of some people, who may or may not fully understand the brand’s industry, are the source of some misconceptions. about the company.

I took a trip from Ghana to the company office in Malaysia and in this article you will discover some of the truths that I took my time to explore.

One of the first observations I made, reading quite a bit on QNET, was the fact that in this part of the world (Africa) a lot of people don’t understand the concept of direct selling and unfortunately, they are often unable to distinguish it from a Ponzi scheme, Multi-Level-Marketing and the like. So, for the avoidance of doubt, let’s clarify what direct selling is.

Simplified Direct Selling

According to the World Federation of Direct Selling Association (WFDSA) based in Washington DC in the United States: “Direct selling is a retail channel used by large global brands and small entrepreneurial companies to market products and services to consumers. consumers. Companies market all types of goods and services, including watches and jewelry, vacations, wellness, home and living, education, health, personal care, and technology.

In simple words, direct selling is a type of marketing in which the company or manufacturer sells its products directly to consumers without building or renting any stores, supermarkets, malls or the like. These products are not found on the shelves of any store, they are shipped directly from the manufacturer to the consumer at home, online or by other means. This is an acceptable way of marketing and has been around for hundreds of years.

According to, in America alone, more than seven and a half million people are involved in direct selling and the global industry is estimated at $186 billion, with more prospects than many people realize. The WFDSA has members worldwide on virtually every continent.

Direct selling companies and organizations from England, Germany, Malaysia, Philippines, Turkey, Thailand, Switzerland, Spain, Sweden, Slovenia, South Africa, Singapore, Portugal , Norway, Peru, Panama, Romania, New Zealand, Mexico, Netherlands, Italy, Korea, Japan, Israel, India, Indonesia, Finland, France, Brazil, Australia, Canada, to name a few, are key members of the World Federation of Direct Selling Associations. It’s safe to say that direct selling is a global business.

Direct sales in Africa

In Ghana and across Africa, I have noticed that the direct selling industry is not as formalized and organized as in Asia, America and Europe.

Although Africa, with its growing population and burgeoning taste for lifestyle and beauty products, is the new frontier of the multi-billion dollar direct selling industry, we have yet to fully understand its full potential. I felt that Africans’ stories and experiences with Ponzi schemes clouded their understanding, realization or appreciation of the direct selling industry.

In many parts of Africa, people can tell stories of how get-rich-quick-money schemes that existed for a short time, usually less than a year or two, ravaged their finances. The unfortunate thing is that they tend to bundle many direct selling companies into one basket.

Discover QNET in Malaysia

I visited QNET office in Kuala Lumpur Malaysia. I have seen with my own eyes the imposing building where its day-to-day operations take place. I saw some of the products and had interactions with key company officials as they explained in detail, product features and key truths about QNET’s business model.

While on Penang Island, I had a unique opportunity to attend and attend the company’s annual global conference, V-Malaysia 2022. I was in the same arena with more than 15,000 representatives independents (IR) and company directors.

It was electrifying and a sight to behold. I listened to seminars and presentations by many of the company’s leaders, including its founders, and visited the exhibition stands, where I saw, touched, felt and experienced the wide range of products QNET. I have seen RIs from different corners of the world testify to their experiences and the accomplishments they have made, both in small and big steps.

Debunking the Misconception on QNET

The first realization I had from my five-day stay was that unlike Ponzi or get-rich-quick schemes that usually last for a short time and fade away, QNET has actually been around for 24 years and going from strength to strength.

I learned that QNET is one of the leading e-commerce based direct selling companies in Asia, offering a wide range of health, wellness and lifestyle products that empower people to live a better. I realized that QNET empowered millions of entrepreneurs and young people in over 100 countries around the world.

I also learned that QNET is headquartered in Hong Kong and operates in over 25 countries around the world through subsidiaries, branches, agency partnerships and franchisees.

I realized that QNET adheres to international best practices and is a member of the Direct Selling Association in several countries and is also a member of the Hong Kong Health Food Association and the Health Supplements Industry Association of Singapore, among others.

I realized that QNET is law-abiding and highly socially responsible. I visited the corporate social responsibility (CSR) arm of the company, RYTHM Foundation (Raise Yourself to Help Mankind) at V-MALAYSIA 2022.

I have seen images and evidence of the plethora of life-changing interventions and projects that the company is implementing across the world, including in Africa. QNET is also active in sports sponsorship around the world. Some of the most important partnerships include being the direct selling partner of Manchester City Football Club and the CAF African Club League Championships.

QNET’s fight against fraud and misrepresentation

According to Biram Fall, QNET Regional Director for Sub-Saharan Africa, “QNET is working hard to ensure that its reputation is not tarnished. We continue to implement measures to help the general public and our stakeholders understand our business model and the fact that we are not a get-rich-quick or Ponzi scheme, we are not a travel agency , we do not tolerate illegal gatherings, migration or unethical behavior. marketing practices. People can do business with QNET from the comfort of their homes through

“We are aware that some people are using the QNET name for unethical marketing practices. We work with certain government agencies in the markets where we operate to identify and suppress these people and their negative activities.

If an Independent Representative is found guilty of unethical marketing, they are punished or terminated from the company’s record. And in some cases, they are handed over to security agencies for the law to take its course.

On my reporter’s desk, I see a lot of communications and press information from the company, trying to educate the general public about its business model and the Direct Selling market as a whole. The company recently embarked on a 360° marketing initiative called the MAMA campaign. The campaign aims to help people differentiate between the activities of QNET and the actions of fraudulent individuals.

Finally, I am convinced that with the current economic situation in the world and particularly in Africa, many people need multiple sources of income to be able to stay afloat.

Direct selling offers a wonderful opportunity for anyone to buy products, use them or recommend them to others and earn a commission on the purchases they make. Many people have changed their lives for the better, simply by taking advantage of the opportunities offered by QNET and the direct selling industry.

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