【直报网4月8日讯】（第一财经日报 何天骄）德·狄维士表示，直销模式的优势在于可以和顾客建立可持续的强关系，推动重复消费，而全程优质体验所带来的口碑，恰恰是培养忠实顾客、推动重复消费的关键。

[report] network April 8th news (He Tianjiao first financial daily) de Divis said that direct sales model have the advantage of being able to build strong relationships with customers and promote sustainable, repeated consumption, and the whole quality of experience brought about by word of mouth, it is the key to promote the cultivation of loyal customers, repeated consumption.

继去年10月在上海开设首家安利体验馆后，3月24日，落户深圳的安利体验馆正式开幕，安利公司线下体验布局又落一子。安利体验馆作为安利布局线下体验的重要环节之一，标志着安利将迎来全新的体验时代。然而，在互联网时代，面对电子商务的兴起，安利又该如何应对这一挑战？对此，世界直销协会联盟主席、安利公司总裁德·狄维士在接受《第一财经日报》专访时表示：我们会积极拥抱科技带来的改变，我们也相信科技发展会让直销行业变得更好。因此，我们应对的办法就是拥抱电子商务，把电子商务融入直销，推动直销事业的发展。

In October last year opened the first Amway in Shanghai Museum, March 24th, located in Shenzhen, the Amway Museum officially opened, Amway Corp experience the next line layout and drop a child. One of the important links in Amway Amway experience as the layout of the line experience, marking Amway will usher in a new era of experience. However, in the Internet era, in the face of the rise of e-commerce, and how to deal with this challenge Amway? In this regard, the president of the World Federation of direct selling associations, Amway Corp President De Divis told the "First Financial Daily" interview, said: we will actively embrace technology brings change, we also believe that the development of science and technology will make the direct selling industry better. Therefore, we should approach is to embrace e-commerce, the e-commerce into direct sales, to promote the development of the direct selling industry.

拥抱电商

To embrace electricity supplier

今年是安利进入中国第20个年头，在过去的20年中，安利（中国）取得了巨大的成就。在中国消费者面临非常关键的消费升级阶段、渴望高品质生活的时候，安利推出的体验馆，为消费者提供了个性化、整体化的解决方案。借助体验馆，顾客可以一站式、浸入式体验安利产品及其倡导的品质生活，增强顾客的生活融入感和情感联结。通过与消费者深度互动，增加消费者黏性的同时，也帮助安利进一步了解消费者需求。可以说，体验馆是安利线下布局的重要一环，而在互联网时代，面对电子商务的兴起，作为安利的“掌门人”，德·狄维士如何看待互联网？

This year is the Amway into China twentieth year, in the past 20 years, Amway (China) has made great achievements. In Chinese consumers face a critical stage of consumption upgrade, when the desire for high quality of life, Amway launched the museum experience, provides customized solutions for consumers, the whole. With the help of the museum experience, customers can be a one-stop, immersion experience of Amway products and promote the quality of life, enhance customer life and a sense of emotional connection. Through the depth of interaction with consumers, increase consumer stickiness at the same time, Amway also help further understanding of consumer demand. It can be said, Amway museum is an important part of the layout of the line, but in the Internet era, in the face of the rise of e-commerce, as Amway "head", de Devos how to look on the Internet?

在德·狄维士看来，电子商务是一个全球发展态势，在中国也不例外，安利也在做出相应的策略调整。

In the view of de Devos, e-commerce is a global trend of development, there is no exception in the China, Amway also make corresponding adjustment strategy.

德·狄维士坦言：“无论对安利公司，还是对直销行业来说，科技都会给我们带来极大的改变，而我们会积极拥抱科技带来的改变，我们也相信高科技的发展会使得我们的行业变得更好。事实上，在电子商务兴起之初，我们就在不同的国家有了相应的策略，我们主要应对的办法就是拥抱电子商务，而且积极应用到我们的业务流程中来，只有这样才能更好地为我们的顾客提供服务，为营销人员提供支持。借助网络科技，我们推出很多数码工具，例如，我们设立了名为"安利云服务"的微信公号，供营销人员随时随地查询市场信息和公司动态；推出了"安利数码港"，供营销人员在线进行顾客管理，让他们更好地了解消费者的需求。总之，对于电子商务，我们是采取积极拥抱的态度，我们相信可以把电子商务融入直销中，这样可以使我们的直销事业做得更加成功。我们也相信未来在电子商务方面安利乃至整个直销行业都可以做得更好。”新开幕的安利体验馆印证了德·狄维士以上所说，体验馆内全面覆盖了WiFi，每个产品的下方都有二维码，顾客通过扫描二维码就可以获取有关产品的进一步知识，并可以直接进行网上购物。大量的移动端数字化工具、微博微信矩阵，正逐步被营销人员接受和运用。

De Divistango: "regardless of the Amway Corp, or on the direct selling industry, science and technology will bring great changes to us, and we will actively embrace technology brings change, we also believe that the development of high-tech industry will make us better. In fact, in the beginning of the rise of electronic commerce, we will have a corresponding strategies in different countries, we mainly deal with the way is to embrace e-commerce, and actively apply to our business process, so as to provide better services for our customers, to provide support for the marketing personnel. With the network technology, we have introduced a lot of digital tools, for example, we set up a micro channel called Amway cloud services, the public number, for the marketing staff to inquire the market information and dynamic company; launched the "Amway digital port" for marketing personnel online customer management, so that they better understand the needs of consumers. In short, for e-commerce, we are actively embracing attitude, we believe that the electronic commerce into direct sales, so we can make the network marketing business more successful. We also believe that the future in the field of electronic commerce and the Amway direct selling industry can do better." The opening of the new Amway museum experience confirms de Divis mentioned above, experience the comprehensive coverage of the WiFi below, each product has a two-dimensional code, further knowledge of the customer can by scanning the two-dimensional code to obtain information about the product, and can be directly used for online shopping. A large number of mobile end digital tools, WeChat micro-blog matrix, is gradually accepted and used by marketing people.

对于中国政府提出的“互联网+”这个概念，在德·狄维士看来，这正表明了人们认识到高科技已经融入所有人的生活，而且也融入到所有企业的运营之中。所有人都应该顺应这个潮流，因为这是大势所趋，任何人都无法阻止的。

As to the concept of China government proposed the "Internet +", in the view of de Devos, this shows that people realize that the technology has been integrated into all one's life, but also to all business operations. All of us should conform to this trend, because this is the trend of the times, no one can stop.

德·狄维士表示，安利从不排斥高科技，相反，安利一直在拥抱高科技。利用高科技，安利的产品研发可以提升效率，这也进一步加快了新产品投放市场的速度。作为一家跨国企业，安利借助高科技的工具，在全球进行无缝的运营连接，这一切在没有高科技工具时是无法想象的。

De Divis said, Amway never exclude high-tech, in contrast, Amway has been in the embrace of technology. The use of high-tech, Amway's product development efficiency is enhanced, which further accelerated the speed of new products on the market. As a multinational enterprise, Amway use high-tech tools, seamless operation connection in the world, all of this in the absence of high-tech tools is unthinkable.

在德·狄维士看来，“互联网+”就是高科技的更广泛的应用。企业借助互联网，将交易中产生的大数据进行收集和分析，并有效地加以利用，转化为精准的市场信息，并依此做出正确的决策，这样才能够在市场竞争中立于不败之地。

In the view of de Devos, "Internet +" is more widely used in high-tech. Enterprises with the help of the Internet, big data will be generated in the transaction are collected and analyzed, and the effective use of them, into accurate market information, and then make the right decision, so that it can be invincible in the market competition.

To meet the challenge

身为安利总裁，同时又是世界直销协会联盟主席，德·狄维士对中国市场尤其重视。“虽然中国目前没有直销行业协会，但中国直销行业的发展态势非常好，对于各个直销公司来说，中国都是非常重要的市场。”商务部的数据显示，截至2013年底，中国共有直销企业41家，直销员206.6万人，全行业共实现直销销售额215.77亿元，同比增长8.22%。而截至目前，已经有51家直销企业获批直销经营许可。

As Amway president, is also the president of the World Federation of direct selling associations, de Devos with particular emphasis on the China market. "Although there is no direct China Industry Association, but the momentum of development China direct marketing industry is very good, for the Direct Selling Company, Chinese are very important market." Commerce Department data show that, as of the end of 2013, Chinese were 41 direct selling companies, marketing personnel 2066000 people, the whole industry achieved a total sales volume of 21577000000 yuan, an increase of 8.22%. Up to now, there have been 51 direct selling enterprises approved direct selling license.

德·狄维士表示，直销模式的优势在于可以和顾客建立可持续的强关系，推动重复消费，而全程优质体验所带来的口碑，恰恰是培养忠实顾客、推动重复消费的关键。

De Divis said, the direct sales model have the advantage of being able to build strong relationships with customers and promote sustainable, repeated consumption, and the whole quality of experience brought about by word of mouth, it is the key to promote the cultivation of loyal customers, repeated consumption.

为了顺应瞬息万变的市场，安利启动了以“体验制胜”为核心的Amway Next战略，以此来规划未来十年的企业发展目标及战略蓝图。

In order to adapt to the changing market, Amway launched the "winning" as the core of the Amway Next strategy experience, in order to plan the enterprise development goals and strategic blueprint for the next ten years.

据悉，安利将以体验馆为中心，带动实体终端的体验升级，逐步在全国范围内进行店铺改造。下一代的安利店铺，将从现在的零售仓储中心升级为品牌中心、文化中心和交流中心。

It is reported that Amway will be the museum experience as the center, driving the real terminal upgrade experience, step by step in the transformation of the stores nationwide. The next generation of the Amway store, from the current retail warehousing center upgrade for the brand center, cultural center and communication center.

德·狄维士介绍，Amway Next是安利的战略框架，它可以使安利从一个新的角度审视自己的业务，让安利更好地适应市场变化，同时挑战自我，争取在各个运营层面都做到更好。此外，Amway Next战略也鼓励全球分公司之间能够更好地互相学习，分享经验。安利希望能以此来带动全球市场，取得业绩的增长。

De Divis introduction, Amway Next is the strategic framework for Amway, it can make Amway look at their business from a new point of view, allows Amway to better adapt to market changes, and to challenge themselves, strive to do better in every aspect of the operation. In addition, Amway Next also encourages global company strategy to better learn from each other and share experiences. Amway hopes to drive the global market, the growth performance.

“在过去的十年中，安利（中国）的表现是异常耀眼的，我希望在未来有更多的同样耀眼的分公司涌现出来。我们也希望在Amway Next的战略框架下，全球各分公司可以自行设定未来三到五年的中长期发展目标。我希望在未来的十年，这一战略能够让我们的业绩再次翻番。”德·狄维士表示。

"In the past ten years, Amway (China)'s performance is remarkable, I want more of the same dazzling branch emerged in the future. We also hope that in the strategic framework of Amway Next, the company can set their own long-term development goals in the next three to five years. I hope that in the next ten years, this strategy can make the performance of our double again." De Divis said.

作为一个不上市的家族企业，安利的优势是不必向股东交出漂亮的年报，而可以着眼长远，这也直接体现在安利未来战略的制定上。德·狄维士总结：“我们对于安利（中国）的发展目标的要求其实很简单，就是希望安利（中国）能够持续发展、做到更好，我们希望有更多的客户，市场占有率进一步提升，同时我们的营销人员也能够获得成功。整体上来说，我们对于未来，更关注的是发展的潮流和方向，而不会给未来的发展设立具体数字上的要求。”

As a non listed family business, Amway's advantage is not to produce beautiful annual report to shareholders, but to focus on the long term, it is also directly reflected in the development of Amway's future strategy. De Divis concluded: "we Amway (China) development goal is actually very simple, is to Amway (Chinese) to sustainable development, to do better, we hope to have more customers, to further enhance market share, at the same time, our marketing staff can succeed. On the whole, we are more concerned about the future, the development trend and direction, and does not establish a specific number for future development requirements."

近二十年来，安利在中国市场取得了长足的发展，提及安利（中国）的成功秘诀，德·狄维士称，“秘诀”是可以公开的，那就是紧密地与市场取得联系，更好地与营销人员取得合作，这样才能够更加有效、快速地应对市场的变化。“我觉得安利（中国）的管理层有一个很好的特质，他们非常愿意挑战自我，能够及时调整运营方式，让企业运营得更加成功。纵观过去20年的发展历程，为了顺应市场的发展和变化，安利（中国）的策略不仅实施过多次重大的调整，而且在把脉市场的发展动态、及时作出反应等方面也做得非常好。我相信，企业一旦有了这种挑战自我、开拓创新的基因，在未来只会做得越来越好。”▲

In the past twenty years, Amway has made considerable development in the Chinese market, Amway (China) that the secret of success, de Devos said, "the secret" is open to the public, it is closely contact with the market, and the marketing personnel to obtain better cooperation, so as to be more effective and rapid response to changes market. "I think Amway (China) management has a good character, they are willing to challenge themselves, to adjust the mode of operation to make business more successful. In the past 20 years of development, in order to meet the market development and changes, Amway (China) strategy is not only the implementation of several major adjustments, but also in the development of the pulse of the market, the timely response has also done very well. I believe that, once the enterprise has the self challenge, innovation gene, in the future will only get better and better." "

（原标题：狄维士：拥抱电商，与顾客建立可持续的强关系）

(original title: Devos: to embrace electricity supplier, build strong relationships and sustainable customer)

责任编辑：小申

Editor: small Shen