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Amway meets Chinese challenge

Updated : 2018-07-16

By ( chinadaily.com.cn )

Amway (short for "American Way") is an American company specializing in the use of multi-level marketing to sell health, beauty, and homecare products. Just over 50 years after its founding, Amway is the “World’s Number One Direct Selling Company” according to Direct Selling News Global 100 in 2017.

After entering the Chinese market and undergoing a long process of development, Amway is faced with the challenges of e-commerce and WeChat rivals. However, the company decided to reshape its brand value by using new techniques and new development patterns and is already enjoying results.

The Chinese management team led by Gan Chee Eng has promoted this period of reform and innovation at the company, so as to ensure the company’s survival and continuous development. In the process, the traditional direct selling model has been completely transformed and upgraded with the help of mobile e-commerce.

The company’s e-commerce platform is now well-established in China, with a market share of more than 70 percent online. Also, over 200 traditional shops are expected to be transformed into showroom-type stores to promote the company’s online range, with 81 of them completed so far.

Furthermore, the key model innovation lies in its community. Amway offers an opportunity for people to develop lifelong business and personal skills. Amway puts people in business for themselves, but not by themselves. Amway Business Owners are supported by personal mentors, brand centers, free online learning tools, call centers and team support –– there whenever someone needs it. It is not just a business, but a supportive community of people and resources designed to help people be successful, on their own time, and when it works for them.

Northeast China is an important market for Amway, with its huge development potential. A platform provided to retain skilled workers is now in urgent need in Heilongjiang province to support the company’s further development, said Gan Chee Eng.


Gan Chee Eng speaks during a press briefing in Harbin, Heilongjiang province. [Photo provided to China Daily]

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