The World Federation of Direct Selling Associations (WFDSA) is seeking to cooperate with the Chinese government to promote healthy development of China's direct selling industry, said WFDSA Chairman Truman Hunt.

During his visit in Beijing, Hunt said China has made remarkable achievements in access approval of direct selling market, which undoubtedly indicated the credibility of the Chinese government and its competence and confidence of controlling its rapidly developing economy.

"The direct selling industry of China has begun to enter legal times, which marks the start of a new era for the healthy development of direct selling industry in China," Hunt, who is also President and CEO of Nu Skin Enterprises, said on Thursday.

Twenty-one companies from home and abroad have been issued direct selling licenses since August 2005 when the Direct Selling Regulations and Pyramid Selling Prohibitions were enacted.

"Direct Selling industry has a bright future given the fast economic development of China. With the effort of Chinese Government, Direct selling industry will become more regulated, mature and play a positive role in facilitating a harmonious, stable, continually developing economy and society," he said.

Hunt said that the non-governmental organization consisting of more than 56 national direct selling associations and one regional Federation would like to apply its experience of market operation, especially the regulations and ethics code to helping China.

Direct selling involves the marketing of products and services directly to consumers in a face-to-face manner, away from permanent retail locations.

The global annual sales value of direct selling industry amounts to 102.6 billion U.S. dollars. Over 58 million people are involved in direct selling with business covering more than 170 countries and regions.