According to the definition of the World Direct Selling Alliance, direct selling refers to selling goods and services in a face-to-face and unfixed way. Direct sellers bypass traditional wholesalers or retail channels and accept customers' orders directly. Direct selling refers to the distribution mode in which direct selling enterprises recruit direct sellers, who sell products directly to the final consumers (hereinafter referred to as consumers) outside the fixed business premises.

The essence of "direct selling" is to reduce the cost of products in circulation and meet the needs of maximizing customers' interests by simplifying and eliminating middlemen. Simply put, it is a sales model in which manufacturers sell goods directly to customers, without going through middlemen, reducing intermediate links and reducing sales costs. In the non-direct selling mode, there are two sales teams, that is, manufacturers to distributors, and then distributors to customers.