The new proposition of Amway, a new tool for young people & Electric Business

How to cultivate the new generation of marketing personnel and consumers? Amway is pressing for one thing: to combine business with technology.

Shake a wave of the iphone, will jump out of the illustrated menu, and then the sales staff to do the same, on-site cooking dishes. If the other person is recommending beauty products to you, he or she can only click on the mobile phone on the skin care of the app, the relevant knowledge in front of.

In fact, similar mobile terminals are small apps, just part of Amway's mobile business platform. Amway, China's vice president of computer information, Yang Haipeng, will almost give each of the heavyweight products customized such mobile applications.

The more than 50-year-old US direct sales giant Amway is pressing for one thing: to combine business with technology.

"This is very important for the development of Amway as a whole." "Amway Global CIO Michael Nielsen introduced that the mobile business platform is an investment-focused project in the past few years, because they found that many emerging economies have gone over the computer stage and are using high-end smartphones," we hope that the application of the mobile business platform will help marketers get convenience, Reliable marketing tools. ”

This is a consideration for the future. How to attract young people who are keen on trendy technology products like iphones and ipads to join the relatively traditional sales force of the operating model? How to cultivate the new generation of consumer groups? How in the general trend of e-commerce channels and has a century-old direct marketing model, to find the bite of the "gear"?

These are the problems that Amway should solve on the road of sustainable development.

Add some "material" to the tradition.

"Rejuvenation" challenges hundred-year direct selling mode

Michael often plays Twitter, but it's not his personal preference.

As Amway's chief information officer, he and his team have studied the Facebook and Weibo models. "We are very focused on social media and hope to promote interaction between marketers and consumers through social media," he said. ”

Now Amway's global system is helping marketers use mobile terminals, he explains. By letting them know about Amway's entire brand and product line through mobile terminals, allowing consumers and marketers to place orders directly, they can also push information to these marketers through this terminal, including training information, educational information, and performance, among others.

This mobile business platform, which has been advancing in Amway's global system since 2009, has brought the most obvious and direct change to the traditional direct marketing model: To promote the rejuvenation of the sales team.

In fact, "rejuvenation" has become an important direction of Amway's future.

In the view of Yezhirong, the president of Amway China, direct selling enterprises in addition to doing a good job of technological innovation, product innovation, but also need to innovate the direct marketing model itself. This innovation includes: How to use technology, digital technology, improve the enterprise's own operating efficiency, improve consumer experience, and how the sales staff to use digital technology to improve their ability.

"Younger people can make the whole market emerging new generation, digital strategy can not be separated from this part of the population." "In Yezhirong's view, many people now use the iphone, ipad and other mobile terminal products, Amway also with such information platform to help marketers more easily contact customers, expand customer base."

"Cultivate the new generation of marketing personnel and consumers" has been listed in Amway China's strategic direction.

"To cultivate the new generation, is every hope that evergreen enterprises will do the homework." "Amway (China) President Huang introduced, Amway China has set up within the company a dedicated to young people's Department, for young people to establish a unique platform for communication, the future will also develop suitable for their product packages, incentives, to help young people in Amway to realize their entrepreneurial dream."

Amway is not the first Direct marketing company to enter China, but it is the best business in China. In China, Amway is almost synonymous with direct marketing, Amway has also cultivated a large number of excellent distributors, the concept of nutrition into China.

China as Amway's largest market in the world, the past five years sustained rapid growth in 2011 Amway (China) sales revenue has reached 26.7 billion yuan.

Direct marketing channel and electric business channel parallel?

Looking for the "gear" of the bite.

There is still a "wall" between the online mobile business platform and the offline direct channel.

Through mobile terminals in the online order, currently only for Amway marketing staff open. "Ordinary customers still need to go through the direct sales staff to enter our website, to enter the number of marketing personnel and password can go in, we have not been open to ordinary consumers." "Yang Haipeng introduced.

In other words, Amway's mobile business platform is more of a marketing staff tool, not like Jingdong Mall, Amazon and other business E-commerce platform.

Amway did not get through the "wall" the reason is very simple. First, trans-regional operation is strictly prohibited in China's direct selling regulations, and electronic commerce will undoubtedly collide with the existing laws and regulations. Second, Amway's traditional direct marketing model is that products from the factory production, through direct sales staff or shops directly to customers, is face-to-face sales of goods and services, E-commerce channel is bound to impact the traditional direct marketing channels.

Both Amway's global CIO Michael Nielsen and Yezhirong, the president of Amway China, have made it clear that the company will not change its current direct marketing model.

"We have never thought about bypassing marketers to sell products directly to consumers, we just want to provide a very reliable and efficient platform for consumers to understand our products and understand our brand." "Michael insists that the Amway sales order is still a one-to-one subscription through the consumer and marketing staff."

Yezhirong said that in the future Amway must enter the electronic commerce, but also will not be able to leave the direct marketing channel.

He said that Amway has been doing direct marketing channels, the success of the past is also based on the direct marketing model, so Amway to enter E-commerce is not to sell products, but as a tool to help marketers expand their consumer groups, improve sales efficiency.

But he also believes that a century-old direct marketing model is not immutable. During this period, the direct marketing from the job positioning, mechanism, sales staff incentive and management have undergone great changes.

This is particularly true in China. After the publication of the regulations on direct selling and the Prohibition of MLM in 2005, direct sales enterprises were required to set up service outlets. And many direct marketing companies also began to use advertising and other traditional means of publicity to build their brand influence.

Yezhirong Frankly, the traditional model of direct marketing, how to change with the times and constantly innovate the survival logic, is the need for direct marketing enterprises to consider the problem. But he also stressed that the life of the direct marketing model has been, "can provide consumers with personalized quality service, to provide employees with low investment, low-risk entrepreneurial opportunities, as well as the community to provide a lot of flexible ways and opportunities for employment." ”

But how far is the distance between marketing tools and E-commerce platforms? This is a challenge to the wisdom and grey areas of direct marketing and direct sales regulators.

"If the direct channel is a gear, the E-business channel is another gear, then how to find a gear to combine them together is the key." "Yezhirong said.