In 2013, Amway Nutrilite account for amway products in the Chinese market to about 50% of total sales, "The brand tips for Nutrilite is only one: absorption." Recently, Yan Zhirong, Amway greater China President, in an interview with the author said, the Nutrilite as brand in eight years, always insist on a healthy lifestyle. Yan Zhirong also pointed out, however, Nutrilite's success lies in innovation, constantly explore new demand of the market, and this is the main reason for the healthy and active since Nutrilite eighty years.

Amway 2013 performance released, Chinese market sales is ￥29.3 billion, compared to the ￥27.1 billion in 2012 increased by 8%.Amway is to push their expansion while performance continued to grow.
 

Exploring the market demand

The one of the important health problems for the consumer is the lack of nutrition over the past few decades. With the increase of living standards and the popularity of health consciousness, this problem has been greatly alleviated. But the new problems, such as aging population and the sub-health in modern society, puts forward a new challenge for nutrition and health products industry.

Amway Nutrilite will provide depth customized nutrition health care solutions to customers in the future, by master personalized care needs of different segment crowd, Yan Zhirong said. “Research and development has always been our core competitiveness, the nutrilite brand will rely on in Amway (China) plant research and development center that under construction, dedicated to Chinese herbal medicine research and development of organic farming, extract and function in health and beauty”.

In the world, Amway in collaboration with Stanford university scientific research project will further solve the mysteries of plant nutrients for human health. While in China, Amway also take scientific research cooperation with Tsinghua University, Sun Yat-Sen University and the Chinese academy of sciences related institutes, and made a lot of achievements in many fields.

It is notable that, in recent years, with the growing international influence of Chinese herbal medicine culture, Amway Nutrilite has long focused on this field. In 2013, Amway Nutrilite launched ginkgo desert cistanche piece in mainland of China, which is global R&D team from medical theory, by modern scientific methods conducted the mechanism research and clinical trials, and developed by a product to improve memory. This product has been listed in the US three years ago, arriving in Japan, South Korea and China Taiwan region ever since, won the good market response.

In the words of Yu Fang, vice president of Amway greater China market, in terms of providing the most safety and quality of nutritional supplement food for customers, Amway Nutrilite's practice can be summarized as one sentence: use the higher standard than medicine to make the health care products.

Nutrilite has become time-honored brand of health food industry that related to its excellent quality control system, Yu Fang said. "Around the world, we pick the most healthy soil, the best quality raw materials; we repeatedly test, find the best harvest time, the most scientific way of storage; we follow the highest international quality standards, from seeds to the finished product of the whole management chain, from research and development, production, to the final finished product, every link has a strict monitoring, every batch of products should pass more than 300 professional test."

Since September 1, Amway Nutrilite, all products that contain soy protein isolated, including a variety of vegetable protein powder, gradually enable use “non-GMO soybean separation protein” identification of new product packaging. The relevant person in charge of Amway said that its protein powder soybean protein isolated as adopted by the non-GMO soybeans, have been testing certification authority.

"As a business, we must continuously to innovate, constantly advancing with the times to change formulation and packaging to meet the demands of the market." Yan Zhirong thinks, "the  innovation not only from the science and technology innovation of amway products, but also from the future consumer demand, so as to meet the needs of the future, if you only stay in technology, will follow from the market, we need to understand the consumer in the process of innovation, so as to make innovation comprehensively."
 

Link direct marketing and online shopping

Since 1998, Amway opened nearly 300 stores one by one in 260 cities of China. But in North America, 80% of Amway sales channels are completed through E-commerce. While since last year, Amway has also dabbled in E-commerce in the Chinese market. Now Amway also won awards, 14% sales of the Chinese market is done by E-commerce.

While to increase investment in E- business, however, Amway is also promoting the strategy of "experience". Amway authorities revealed that will open Amway experience centre in Shanghai and Shenzhen this year. "’ Experience’ is not a new vocabulary for direct selling enterprises, but inherent advantage." Yan Zhirong cited that, the same coffee, Starbucks can do the world's first, just because people like the atmosphere of Starbucks, it provides different experience completely.

"Direct selling enterprises was born more than 100 years, it has always relied on to provide customers with quality service face to face, as they create a great experience, to grow. The experience of excellent not only benefits to the brand, but also provides power for enterprise sustainable development. This year, new Amway ‘experience strategy’ is to provide better Amway experience, take ‘experience’ into enterprise culture, such as quality and innovation, through all stakeholders ------ customers, marketing partners, employees and the public, boost the sustainable growth of the company." Yan Zhirong said.

"The experience pavilion of the Shanghai and Shenzhen should be Amway’s first attempt; we hope that different people have different experience in Amway experience pavilion, such as marketers in what we need to give him experience. And as people never know Amway, we hope they will have an exploration process to understanding of Amway’s culture as well as the strength and brand, experience and understanding of Amway in the different atmosphere." YanZhiRong said.