CNDSN12 month 19 days (Southern Metropolis Daily) to the era of mobile internet marketing to attract young people to the core target audience, the direct selling industry is facing multiple opportunities and difficulties, to the young people like the tide of Internet shopping, how to realize the line break?

Amway Greater China marketing vice president Fang Xiaoyan in the 2014 China marketing event, this topic has accepted an interview with reporters in Nandu.

With the emotion to attract the next generation

In Sochi Olympic skating champion legion of power, the integration of art, fashion, entertainment, sports and other elements, the successful staging of the elegant brand marketing show in North Canton four, Amway's high-end cosmetics brand artistry again in 2014 by artistry on Ice Festival, opened the "Olympic skating after the" new tide in china. This new wave will eventually boost 2014 artistry on ice won the 2014 Chinese marketing innovation marketing awards ceremony.

As the award honored guest Fang Xiaoyan frankly, the arts, fashion, entertainment, sports and other elements in the figure skating and artistry brand integration, so do the main hope is to move the young people with the brand emotion.

"A lot of cosmetics brand, the competition is very fierce, this is represent the general trend. So, our brand how to attract women? In our view, the product is corresponding function, but the brand more correspondence is emotional. Now China consumer consumption concept is very mature, not to say that a brand told them, my products have what what ingredients, it can attract consumer. Over the years we strive to build the artistry on ice this art brand, is intended to play the emotional card." Fang Xiaoyan said.

In Fang Xiaoyan seems, artistry is Amway under a high-end cosmetics brand, skating in the market performance of love by the audience, many of them are young consumers. "Artistry on ice 'is not only clever embodies our brand name, elegant to describe the skating art, a phrase with a double meaning. Skating into sport skill and dance as one charm, perfect fit the artistry brand connotation."

According to the reports, as one of the world's high-end cosmetics brand leaders always lead the trend, artistry skincare, 2012 artistry began to upgrade products, a variety of star products have been the authority approval and consumer industry favorite. At the same time, artistry invited popular Korean star Yun Eunhea as the spokesman, promotional products and share the artistry skin care experience, also attracted a large number of young female consumers.

Open electronic commerce to cater to the online consumption

"Leading the future" strategy is a strategy of any enterprise needs. This aims to attract young people's strategy is not only in the consumer level was implemented in Amway's own marketing personnel system is advancing.

In Amway's view, now young people there are some special place in the process of growing up, the development of the Internet and the rise of social media and information explosion era, let young people use the way of communication is completely different from the forty or fifty year old man, this is a completely different new phenomenon.

For this generation of people communicate, need different communication tools, need mobile tool to communicate.

"Strategy for young people is very important, the average age of the marketing personnel is in his forties, and now our biggest consumer groups are matched. But in the future, we need different ages on the market marketing personnel of service in this market, so need to attract a lot of young staff to engage in direct marketing. So we designed for 80 young people to build a platform of "Qing Ying Hui", let them play creativity, I feel to want to often listen to the idea of young people. The young man is forever strategy strategy." Fang Xiaoyan further pointed out that.

According to its introduction, Amway in the "Qing Ying" trip, for the young tailor marketing partner of many activities. Have professional training, has invited the first completed 700 km polar marathon Asians - Chen Yanbo doing wonderful sharing, and from different countries and regions of Asia Young successful marketing personnel teaching experience and so on, are very popular.

"Amway to do 'business electronically, rather than electronic commerce'. We will not do the usual sense of the business, but to help marketers use to improve the efficiency of electronic business development. For example, launched the 'Amway cloud services' micro letter public, for marketing personnel any enquiries market information and dynamic company; launched the' Amway digital port ', for marketing personnel online management of customer and market." According to Fang Xiaoyan said, in addition, in November this year, Amway micro letter formally in the Amway cloud services opened shopping. The marketing personnel can be here to watch the performance, find the truth, appreciating beauty diagram, understanding the latest information, you can also use micro letter purchase, online customer service, change Yue enjoy aloe integral.

Due to the non store sales, direct marketing industry to meet the Internet more ease a bit. "The past, Amway salespeople to check the month integral, we will go to the shop, or call a hotline, now directly hold the phone, swipe the screen is good." Reporter learned from the December 11th Tencent micro letter officially released "2014 annual micro letter case excellent list" in understanding arrives, since the opening of Amway cloud services through continuous optimization and upgrading, currently has three centers 10 function, account fans has reached 520000.