Following the tide of China's reform and development, with the ideal of adding color to more people's lives, Amway has embarked on a pioneering, innovative and self-reliant journey in China. 199 1 Richard, one of the founders of Amway? Mr Devise and his wife went to Beijing to learn about the investment environment and feasibility of China.
1992 Amway (China) Commodity Co., Ltd. was established and became one of the first direct selling companies in China approved by the State Administration for Industry and Commerce. At that time, the office area of Amway (China) was only 40 square meters, with only four employees.
When Amway entered China, it could have directly imported products from other enterprises to start a business. However, in line with the corporate strategy of operating in good faith and based on long-term, Amway (China) first spent nearly three years building production bases and other infrastructure.
On April 1995, the ribbon-cutting ceremony for the opening of Amway (China) Commodity Co., Ltd. was held in Guangzhou.
At the beginning of its opening, Amway (China) listed five products in the first batch, including Lexin multi-purpose concentrated detergent, Dish new concentrated detergent, Li Tou concentrated glass cleaner, silk white laundry detergent and quick-cleaning concentrated detergent.
After ten years of development, Amway (China) has made great progress in all aspects, and its comprehensive strength has been greatly enhanced.
At present, Amway (China) has a total investment of US$ 220 million, with its headquarters in Guangzhou and regional offices in Beijing and Shanghai, with a total office area of over 65.438+600,000 square meters and more than 5,300 employees. Amway has established the largest overseas production base in the United States in Guangzhou (see production base for details), covering an area of 65,438+04.10,000 square meters, producing and selling more than 65,438+070 kinds of high-quality products in four categories.
In 2004, the sales of Amway (China) reached RMB 654.38+0.7 billion, and the tax paid was RMB 3.7 billion, making it the largest market of Amway in the world. At the same time, Amway (China) ranked 23rd among the most admired companies in Fortune (Chinese version), 23rd among the most influential multinational enterprises in China in 2005 and the top 500 foreign-invested enterprises in China in 2004-2005.
production base
Amway (China) Factory is the largest overseas production base of American Amway Company, located in Guangzhou Economic and Technological Development Zone. After several expansions, the factory covers an area of 14 10000 square meters from the original 58,000 square meters. Now it has 30 modern production lines and warehouses for raw materials and packaging materials, producing four series 170 products, including nutritious and health food, beauty cosmetics, personal care products and home care products.
All the production lines of Amway (China) are imported from Europe, America and Japan, which represents the most advanced level in the world.
In the nutrition and health food production area, all production and transportation equipment in the area must be thoroughly cleaned in a special disinfection isolation room before being put into use, and the production personnel must also change into sterile and dustproof work clothes, hoods and shoe covers, and go through proper disinfection procedures before entering the production workshop.
The production area of beauty cosmetics is equipped with a number of special production equipment, and the control of microorganisms (bacteria and molds) in each production process is very strict, reaching the hygienic level of producing medical supplies.
Household and personal care products are divided into mixing areas and packaging areas. Among them, the mixing area is equipped with disinfection and sterilization ultraviolet lamps and other equipment to ensure the high hygiene of the mixing area; The packaging area adopts bottle sorting machine imported from Spain and filling equipment imported from Italy. The transportation, filling, capping and packaging of bottles are all automated, and the hygiene index also meets the requirements of drug production.
In order to ensure the high purity of production water, Amway (China) purchased the "reverse osmosis water" treatment equipment, which represents the most advanced level in the world, and its precision made the purity of production water exceed the hygienic standard stipulated by the US Food and Drug Administration (FDA). For example, the purity of water needed to produce new dishes is about 5 times that of general medical water and 50 times that of drinking pure water.
The whole factory area of the production base has fully considered the perfect combination of the factory building and the natural environment, and the green coverage rate has reached 45%. In June 2002, Amway (China) Factory was awarded the title of "Garden Factory".
Nutrilite Experience Center, located in Amway (China) production base, is the first overseas health experience center of Amway Company in the United States that fully embodies the cultivation, processing, production and related technologies of Nutrilite farm.
Located in the factory, the Artistry Experience Center is the world's top cosmetic brand experience center integrating brand experience, professional training and beauty testing consultation. The center invites internationally renowned design companies to combine the cutting-edge technology of "sound, light and electricity" to show the advantages of artistry international high-end brands in technology, beauty and fashion.
The China Exhibition Hall of Amway (China), located in the production base of Amway, uses physical models, animations, videos, lasers and other forms to show the global development of Amway in detail, and comprehensively shows the achievements of Amway (China) in R&D, production, brand building, sales methods and public welfare activities.
operating system
Amway (China) Factory is the largest overseas production base of American Amway Company, located in Guangzhou Economic and Technological Development Zone. After several expansions, the factory covers an area of 14 10000 square meters from the original 58,000 square meters. Now it has 30 modern production lines and warehouses for raw materials and packaging materials, producing four series 170 products, including nutritious and health food, beauty cosmetics, personal care products and home care products.
National service network
From 65438 to 0998, Amway (China) broke the business tradition of overseas Amway for nearly 40 years, and transformed its business with the mode of "shops and hiring salesmen". As of March 2007, the company spent a total of 670 million yuan on store construction. By the end of June 2006, 188 stores had been opened in 3 1 55 cities in provinces, municipalities and autonomous regions, as well as in Guangzhou, Beijing, Shanghai, Chongqing, Shenyang, Harbin and Wuhan. A large-scale national service network has been formed.
Amway stores are generally located in the bustling area of the city where they are located, with convenient transportation; The decoration style is unified, and the store environment is elegant and tidy. Through the widely distributed and unique Amway stores, the public has learned about the strong strength and good image of Amway, and has narrowed the distance with Amway.
In addition to setting up its own stores, the company also accepts qualified sales representatives who are willing to operate independently to apply to become Amway distributors. The specialized distribution points opened by dealers have various functions, which effectively promote the sales and marketing of the company's products and become an important channel to promote the company's business.
Efficient logistics system
As a world-renowned large-scale commodity manufacturer and seller, Amway knows the importance of logistics to enterprises, and has formulated its own unique logistics strategy according to the local environment, which provides a strong backing for the smooth development of marketing work. Amway (China) Logistics Center is located in Yonghe Economic and Technological Development Zone, covering an area of 40,000 square meters.
In order to cooperate with the national marketing strategy, Amway set up six regional warehouses and 65,438+03 satellite warehouses in Beijing, Shenyang, Harbin, Shanghai, Chengdu and Wuhan at the end of February 2006, and delivered goods to stores nearby. In this way, it usually takes only two to ten days for the products to go off the assembly line and be sent to the marketers, which is far ahead of the average level of the national logistics industry.
According to Amway's unique marketing model, Amway adopts the logistics strategy of "core team+third party supplier". This unique logistics strategy has formed a dynamic combination of complementary advantages and local conditions, and the level and efficiency of logistics management are in the leading position in the industry.
In order to meet the needs of consumers for convenient shopping, Amway has also launched a "composite home delivery service" which represents the trend of modern e-commerce. Let consumers buy goods easily without leaving home, which fully embodies Amway's unremitting pursuit of higher-level logistics.
Amway (China) adheres to the concept of providing quality services for marketers, and makes use of Amway's global financial management experience to arrange multi-level and all-round financial services for marketers through banks, providing efficient and safe financial support for their business operations, so that they can focus more on product sales and customer service.
In terms of basic cash flow support, the company cooperated with a number of banks to install bank credit card terminals in all stores across the country, and actively guided consumers and marketers to gradually develop a good habit of using bank cards to pay. In terms of labor remuneration payment, the company has continuously promoted the cooperative banks to improve the payment system and service efficiency, shortening the payment time to 65,438+0-3 working days.
Leading peer information platform
Amway is a veritable digital enterprise, and its information construction is far in the forefront of the industry. Since the development process, it has adapted to the high position of China market, and its powerful IT capabilities have provided timely and effective information support for marketers, which has made great contributions to the rapid and steady development of the company.
As of March 2007, Amway's investment in IT has reached 470 million yuan, which can support the business volume of 65.438 million orders per week and the annual production capacity of 30 billion yuan. Amway IT system has covered all information systems of enterprises from production, logistics to sales. The physical length of the company's computer data cable is over 400,000 kilometers, which can go around the earth 10.
Amway's powerful IT system continues to provide the company and marketers with "smarter, faster, more comprehensive and more professional" in-depth services.