By Hong Kong-based, e-commerce-powered direct selling company, QNET is essentially focusing on markets where traditional employment is quite limited.
The company today in a webinar for journalist across Africa with the theme: Setting the ‘Narrative for the Year Ahead’ revealed three areas of its business focus for the year, 2026 stating entrepreneurship as the first pillar of her standing in the year.
“The first one would be , and you all know this is what direct selling offers, right? For us at QNET, we believe ethical direct selling creates economic opportunity, especially in markets where traditional employment is quite limited, like Nigeria. But we also believe that when it is done transparently and responsibly, it empowers the individual to build skills, create micro enterprises, and participate meaningfully in the economy”, said the General Manager, GNET Nigeria, Mr Ayokumi Solesi.
According to him, that belief remains really strong for the QNET brand saying that the second pillar is the compliance and consumer protection., adding that “Our possibility, and let me be very clear about this, QNET operates within regulatory framework. I don’t want us to be misunderstood. We have zero tolerance for brand misuse, fake job offers, or fraudulent activities. And I know that this is what people think that they know us for, but this is a wrong narrative.”
Solesi assured that QNET “will continue to collaborate with regulators like we did last year. We will collaborate with law enforcement agencies, and the media also to protect consumers, and also protect our brand, so that people do not keep misunderstanding what we stand for.”
He said: “The third point would be product innovation. Wellness is no longer an option. It is no longer optional” stressing that “Consumers are more informed, more conscious, and will remain committed to science-backed, high-quality wellness products that address real everyday needs. I think we need to understand that QNET spends a lot in R&D to be able to churn out the quality products that we believe will be beneficial to our consumers. And for us, innovation is not just an hype.”
He reemphasized that Nigeria remains a strategic market for QNET in Africa noting that in 2026, “our focus will be really clear. We want to deepen the understanding of ethical direct selling, which I believe is one of our biggest issues.
“We also want to strengthen our engagement with our regulators. We also want to educate our consumers, so that they understand what our products can be used for, and what it shouldn’t be used for. And we’ll also be reinforcing transparency.”
According to him, QNET believes clarity must lead the conversation, and not misconception adding that ethical entrepreneurship, regulation, consumer protection, and the relevance of direct selling in Africa’s economy.
Public Relations Manager for QNET in Sub-Saharan Africa, Mr Francis Kojo Sam stated that the media is very important to QNET because the narrative of public perception about QNET has not been the best in the region for a very long time.
Giving instances, he said: “First of all, in interactions like this, we aim to send out the right information to our media partners about the company, who we are, what we do, especially for Nigeria” noting: “We’ve been there since 2021, and there’s a lot of noise about what QNET is, what QNET is not. So, moving along with the media is very important for us. For the past three years, we’ve been taking journalists from different media houses to our big convention in Malaysia, where we’ve been showing them the roots of the company, our products, what we’ve been doing in SSE, so that they can come back and tell their own stories.”
Describing the media in Africa a launchpad, he said: “if we’re doing the right things, and it’s in the dark and nobody knows about it, then what’s the point, right? So, the media is like a foundation for everything in SSE, so you are very important to us. And this year, in aligning with the theme, you will see that every single step we take and everything that we do in every market, especially in Nigeria, will be done in the media.”
He further said: “This year, we’ll be having the Africa in Ghana, and we’ll also be bringing some journalists from Nigeria to come and see how we organize these conventions with our distributors. Furthermore, we have something we call expos, product expos, where we take our time and tell the journalists about the products we sell, what we’ve been doing in the various markets, so that you can understand the value proposition and the impact we have in the different markets. So, when we put all this together, I would say that the media is like our amplifier.”
In his remark, the , Regional Legal Counsel for QNET, Mr Kwasi Danso said that “a lot of times we’ve realized that information has gone out that hasn’t properly been understood by media personalities or people who want to share information, not because they intentionally want to get word out there to harm their business per se, but because they are unable to get the people who can speak to those issues.”
He added: ” So for us, if we are able to engage directly with the media in this context, I think it gives us a very good opportunity, as we are saying, to set the record straight and to be able to ensure that the information that people have out there is information that’s coming from a credible source and that you’ve also been able to establish that information that is being pushed out there.”
Reacting questions from the media, with specific reference to public perception on the QNET brand, Solesi said: “I think Nigerians struggle to understand the difference between the policy scheme and also direct selling itself, right? And there are various narratives in Nigeria at the moment about QNET. I’ve heard various things that sometimes I’m always shocked about how people fall prey of us. I think this morning, one of the things that I actually read was someone offering a job, and this has remained consistent over the years. If I’m to address that, we do not offer job opportunities.”
According to him, QNET sells products, and “what we do is based on direct selling itself, which is you would have to join us as a company or as an individual and also sell our products to get commissions. We do not hand out money to anyone. We do not hand out job offers to anyone.”
He said: “We do not even send anyone to Europe, which is usually what we get. So our focus is about the product itself, the benefits of the product to the consumers, and that’s why we’re trying to change this narrative for people to understand that that’s what we stand for.”
