How did Amway come to China in 50 years?

Forty-six years ago, in a family basement in Grand Rapids, Michigan, two young people in their twenties founded Amway Company and started their entrepreneurial journey with a multi-purpose concentrated environmental cleaning agent. After 46 years, the company has become a multinational enterprise with annual sales of 6.2 billion US dollars and business in more than 80 countries and regions. The development of Amway has experienced the economic recovery after World War II, the one-sided allocation of social resources during the hegemony period between the United States and the Soviet Union, the global expansion of multinational enterprises since the late 1980s, and the transformation of knowledge economy brought about by the new technological revolution in the 1990s. In particular, its unique direct selling model has bridged the social and cultural differences in various markets, conveyed the concept of adding color to your life to consumers around the world, and created career opportunities for millions of salespeople to get rich through hard work. Based on the belief that you can't be a multinational enterprise without investing in China, 1995 Amway officially opened in China. Amway did not hesitate or back down, whether it was the initial return storm or the 98 MLM ban. In the past ten years, Amway has not only taken root in China, but also developed steadily, with annual sales exceeding10 billion yuan and accumulated tax payment approaching10 billion yuan. Moreover, the reputation of enterprises is rising, high-quality products are deeply rooted in the hearts of the people, and corporate citizens benefit the society. It is the pioneering, innovative and enterprising spirit that makes this family business last forever and flourish. Innovative management, unique: At the beginning of entering China, Amway adopted the global effective and widely accepted direct seller system. In order to practice the belief of respecting national conditions, standardizing management and abiding by the law, 1998 Amway has made a historic change in its business model, introducing a store sales model that conforms to the times and hiring salesmen. Since June 1998, retail stores have been set up in many cities across the country (by March 2005, it had reached 150, with a total investment of over 300 million yuan) to directly serve consumers. All products are clearly marked, sold in stores and paid at a uniform price. At the same time, Amway insists on giving full play to the sales advantages of traditional direct sellers. Through the detailed explanation and demonstration of professional sales staff, the excellent performance and advanced consumption concept of the products are reflected. At present, Amway employs many active sales representatives in China to provide customers with delivery services. With excellent product quality and perfect return guarantee system, the company has won wide recognition and praise from the society. Amway (China) has also made beneficial explorations in the diversification of sales channels. Successfully adopted the special dealer system, and assisted the company to explore the market, sell products and serve customers through independent special dealers. In order to adapt to the rapid development of network economy, Amway increased its investment in e-commerce in 2004, and provided diversified electronic services and diversified inquiry functions for consumers and marketers from the national conditions. In terms of marketing, Amway has changed the promotion mode of relying solely on word of mouth, put advertisements in the China market, and launched all-round attacks in outdoor advertisements, television, newspapers, magazines, internet and other media to establish the brand image of enterprises and products. China Olympic diving champions Fu Mingxia and Tian Liang have successively become the image spokespersons of Amway Nutrilite products. Nutrilite products became the only nutritious food designated by the China Olympic delegation in 2000 and 2004 Olympic Games. The colorful and effective marketing has won unanimous praise from the whole process of making nutrition exploration feature films in cooperation with Discovery Channel, presenting the world's top musical Phantom of the Opera with Artistry Cosmetics, and then contacting Nutrilite with Artistry Experience Center and Amway Life Museum with consumers. It can be said that Amway has innovatively embarked on a road of successful development with China characteristics. R&D keeps innovating and keeping pace with the times. Amway's industry is fast-moving consumer goods industry, and the competition is almost fierce. Amway always regards scientific research and innovation as the top priority of the company's life and death. Amway, which is committed to providing high-quality and efficient products for consumers' daily life, has developed from the initial cleaning products to more than 400 varieties in five series (four series 180 products are produced and sold in China), all based on strong scientific research and development and product innovation. Amway has 90 laboratories equipped with top-notch instruments and technologies at its headquarters in the United States, and employs more than 570 scientific research experts and professional technicians. Only Amway, headquartered in Michigan, USA, has invested heavily to establish a research and development center covering an area of10.5 million square meters. The center has established technical cooperation relations with 75 universities and hired hundreds of technical consultants in the society, bringing the number of industry organizations that researchers of the center participate in to 85. The center often maintains 500 research topics. At present, Amway has more than 500 patents in the world, and more than 300 patents are being applied for. Amway Nutrilite Nutrition Food Line has more than 3,000 hectares of organic farms in California, Brazil and Mexico, and grows the raw materials needed for processing nutritious foods by itself. Nutrilite brand alone has 65,438+02 professional laboratories and employs more than 70 scientists in more than 20 related fields. With China becoming Amway's largest single market in the world, Amway has shifted its global R&D focus to China. In June 2004, Amway announced the establishment of a global R&D center in Shanghai. The center will focus on the research and development of natural Chinese herbal medicines, biotechnology, human genetic technology and fashion products, and provide comprehensive research and development and technical support for the global market. The R&D Center marks that Amway's R&D- production-sales industrial chain will be closer to the high-growth market, and the core links of operation management such as talents, raw materials and technology will be further localized. Management innovation, scientific operation and scientific and effective management are the foundation and foundation of enterprise development. From the initial start-up to the establishment of a factory in China, Amway has always adhered to a strict and standardized enterprise system. 1992 When Amway invested and set up a factory in Guangzhou Economic and Technological Development Zone, it tried to copy all the technologies, systems and management of the American headquarters to China, so that enterprises could implement the same standard-the gold standard all over the world. In view of the problem that China and the United States use different standards in different technical fields, Amway insists on choosing stricter standards for quality control management. Guangzhou production base follows GMP used by American headquarters, and raw material screening, formulation, mixing and packaging are all controlled by automatic production management computer program. The quality control part of Amway consists of three functional departments: quality assurance service department, technical service department and quality system and safety, health and environment service department. It has several functional laboratories and 100 sets of advanced instruments and equipment imported from Europe, America and Japan, and more than 65,438+0,000 analytical and testing methods. At the same time, the company's total quality management (TQM) covers the whole process from suppliers to customers and even after-sales service. Strive to provide customers with high-quality life products through the work of Amway quality personnel. Amway (China) factory has successively obtained ISO9002 international quality certification issued by American Safety Testing Laboratory and British Standards Institute less than one year after it was put into production, becoming the first daily chemical enterprise in China to obtain this certification. The factory also obtained ISO900 1:2000: 2000 quality management system certification and ISO14001:KLOC-0/996 environmental management system certification issued by American Safety Testing Laboratory Company respectively. This is the embodiment of Amway's continuous strengthening of internal system construction and scientific management. In Guangzhou production base, the ground elevation difference of the warehouse of the whole factory is controlled at 1mm, and all factories actively carry out aseptic control management of pharmaceutical enterprises. Digitalization and informatization are the future of enterprises. During the ten years of Amway's operation in China, it has invested more than 260 million yuan in computer network and software, and established a smooth information superhighway between more than 30 provincial branches and stores in China, which can support the business volume of 65.438+0 million orders per week and the production scale of 30 billion yuan per year. The physical length of all computer data lines in Amway (China) is over 6,543,800 kilometers, which can circle the earth 2.5 times. As a world-renowned manufacturer and seller of large-scale fast-moving consumer goods, Amway knows the importance of logistics to enterprises. In order to adapt to the company's marketing model and China's national conditions, Amway adopted the logistics application scheme of core team+third party supplier. From Guangzhou's 654.38+0.5 million square meters storage and transportation center to more than a dozen regional warehouses in China, Amway's unique logistics operation has given full play to its own advantages in logistics management and the strengths of third-party professional logistics suppliers. The dynamic combination of local conditions makes the level and efficiency of logistics management in the leading position in the industry. Steve Van Andel, global chairman of Amway, once said: Amway's charity concept stems from the traditional principles in family life, and family education makes me firmly believe that as a family member, everyone should bear family responsibilities; As a member of society, every enterprise should also give back to society. Guided by the corporate philosophy of adding color to your life and adhering to the tradition of giving back to the society and caring for people's livelihood, Amway (China) took the lead in introducing and exemplary practicing the corporate citizenship concept, upgrading from a simple economic person to a social person, from a simple legal person to a moral person, and consciously integrating into the historical process of building a well-off society and a harmonious society in an all-round way in China through various public welfare activities. Amway (China) has set the theme of public welfare activities as children, health and environmental protection after many years of practice and a lot of research, combined with the current social needs in China. Focusing on the above theme, Amway (China) strives for practical results in the past ten years, carefully selecting and organizing more than 1200 public welfare projects, with a total investment of over 1 100 million yuan. Under the banner of global action of "Hand in Hand-Caring for Children", Amway (China) sponsored graduate education groups from Tsinghua and Renmin University to carry out relay activities for young people in poverty-stricken areas in the central and western regions. Join hands with Smile Action International to successfully provide free surgery for 200 children with cleft lip and palate and facial disability in Wuhan; Invest 2.8 million yuan to build 10 Hope Primary Schools all over the country. Reach out a caring hand to those poor and helpless children who are in urgent need of care and let them regain their hopes and dreams. Amway has always regarded environmental protection as the cornerstone of the sustainable development of enterprises, internalized the principle of environmental protection into every detail of enterprise production and operation, and successively won the environmental protection achievement award and the bipolar crossing medal issued by the United Nations. In order to ensure the safety and health of consumers, many Amway products have passed the national environmental label certification; Since 2002, Amway environmental protection products have become the designated products of China Antarctic expedition team; In 2004, Amway actively participated in the first clean-up of Mount Everest in China, creating the glory of Amway's summit and advocating environmental protection. Since 2002, Amway has launched large-scale green afforestation activities in places where there is Amway in China. Now the 6.5438+millionth tree will be planted by the founder of Amway (China) at the 65438+00th anniversary celebration. Amway has always advocated a healthy and scientific lifestyle. Amway Nutrilite Health Run has been held in China for three consecutive years since 2002, and every time it goes, it will set off a national fitness craze. As healthy running continues until 2008, I believe that the life concept of health, nutrition and exercise advocated by Amway will be more deeply rooted in people's hearts. Amway's corporate citizenship image has become a model for China enterprises. In 2004, Amway ranked fifth in the list of corporate philanthropy selected by Forbes Chinese edition, and Amway was also seen among the top ten multinational companies in the first Bright Public Welfare Award in 2004. The authoritative media once praised the public welfare model of Amway famous schools as the third road of hope project. Ms. Zheng Lijinfen, the global senior vice president of Amway Company and the chairman of Amway (China), once said that 46 years ago, Amway was only a family-owned enterprise that produced soap for Americans in Ada, USA. Today, 46 years later, we are an international giant dealing in five series of daily chemical products. Under the concept of adding color to your life, we are committed to skillfully combining inner health with external beauty and nature. We will unswervingly adhere to the values and corporate philosophy that guide and help us grow into a great company, and we will continue to innovate and keep pace with the times. Scale is only the measure of enterprise development, and we want to be the most respected multinational enterprise in China.