【直报网2月15日讯】（直销人网）近日，安利集团宣布，２０１４年公司销售额为１０８亿美元，较２０１３年下降了１０％。公司认为，主要是受安利在中国的收入降低和外国货币的汇率波动影响。而在此之前，在《２０１４中国直销业绩报告》中，安利中国区直销业绩为２８７亿元，比２０１３年的２９２亿元少了５亿元的销售份额。整体而已，安利中国区业绩下降的浮动并不大，但是对于直销行业的巨头，且又在中国直销行业保持了连续７年的增长势头，安利业绩下降的背后，又是什么原因呢？

CNDSN February 15th news (direct human network) recently, Amway group announced in 2014 the company had sales of $10800000000, down 10% compared with 2013. The company that is mainly influenced by the exchange rate fluctuation of Amway in China and foreign currency income decrease. And before this, in the "2014 China direct sales performance report", Amway China direct sales performance for 28700000000 yuan, 500000000 yuan sales share of less than 29200000000 yuan in 2013. The overall, Amway China's decline in the performance of floating is not large, but for the direct selling industry giant, and the direct sales industry in China has maintained for 7 consecutive years of growth, behind Amway's performance drop, what are the reasons?

战略布局的变化

The change of strategic layout

不做“电子商务化”，只做“商务电子化”

Don't do "e-commerce", only "electronic commerce"

如今，电子商务、移动互联日趋普遍，网购、掌上支付随处可见，人们的购买习惯在渐渐改变。在这种态势下，很多人认为直销反倒成了一种比较传统的销售模式。针对这种局面，安利大中华总裁颜志荣认为，任何一种商业模式，包括电商模式，都不是万能的。关键在于企业是否能够采取恰当的方式扬长避短。电子商务的优势在于便捷，劣势在于缺乏与顾客面对面的交流，所以很难满足到个性化需求。而后者正是直销的优势所在。作为直销公司，安利与营销人员之间的伙伴关系是公司取得成功、获得持续成长的关键。任何时候，安利都信守对营销人员的承诺，保护好他们的利益。因此，安利中国不做“电子商务化”，只做“商务电子化”。

Today, electronic commerce, mobile Internet is becoming more and more popular, online shopping, mobile payment can be seen everywhere, people buying habits is being changed gradually. In this situation, many people think that the direct marketing has become a more traditional sales mode. In view of this situation, Amway Greater China President Yan Zhirong to think, any kind of business model, including electric model, are not universal. The key lies in whether the enterprise can adopt the appropriate way to foster strengths and circumvent weaknesses. The advantage of the electronic commerce is convenient, the disadvantage is the lack of face-to-face communication with the customer, so it is difficult to meet the personalized needs of the. The latter is the advantages of direct marketing. As a Direct Selling Company, and marketing staff between Amway partnership is the company successful, crucial for the sustainable growth. Any time, Amway kept to the marketing personnel's commitment, to protect their interests. Therefore, Amway Chinese do "e-commerce", only "electronic commerce".

为何安利中国强调不做“电子商务化”要做“商务电子化”？这要从２００３年美国捷星进入中国开始说起。１９９９年，为顺应北美电子商务兴盛的大潮流，安利与微软、ＩＢＭ合作，创建了捷星电子商务网站，同时建立了以庞大的生产、仓储能力为依托的物流企业捷通公司。后经过机构重组，创建了新的母公司安达高，其下属的子公司包括：安利、捷星、捷通和Ｐｙｘｉｓ Ｉｎｎｏｖａｔｉｏｎ。母公司安达高早在其成立之初就明确规定：捷星只能在北美运作，不能在其他国家运作。然而，捷星自２００３年以“电子商务”方式不断渗透中国市场，以其更高品质的产吕，价廉、佣金丰厚、操作便捷等优势吸引了许多喜欢电子商务的人士，捷星在中国的ＩＢＯ每天都以上千的速度在增长，短时间内在中国境内获得了巨大的利益。这使得以传统销售模式为主的安利中国的销售队伍不断瓦解，连续三年的时间里，安利中国的业绩大幅下滑。直到其母公司安达高推行自上而下的合并政策，重组后的安利在北美和中国两个最大的市场依然沿用两套不同的渠道体系。

Why Amway China stresses do not "electronic commerce" to do "electronic commerce"? This is to enter from 2003 the United States Jetstar began speaking of china. In 1999, in order to conform to the trend of electronic commerce flourished in North America, Amway cooperation with Microsoft, IBM, created the Jetstar e-commerce site, also established the Czech company logistics enterprises to large production, storage capacity based on the. After the restructuring, created a new parent company, Alticor subsidiary of its subsidiaries include: Amway, Quixtar, Czech and Pyxis Innovation. The parent company of Alticor as early as the beginning of the establishment of clear: Jetstar only in North America, not in other countries of operation. However, Quixtar since 2003 "electronic commerce" way to penetrate the Chinese market, with its higher quality Lu, cheap, the Commission is rich, convenient operation and other advantages to attract a lot of people who like electronic commerce, Jetstar IBO in China every day more than 1000 speed in growth within a short period of time are obtained within the territory of China Great benefits. This makes traditional sales mode based Amway Chinese sales team continue to collapse, for three consecutive years, the Amway Chinese performance decline. Until its parent company Alticor pushing top-down merging policy, after the reorganization of the Amway still used two different sets of channel system in North America and China two largest market.

因有着这么一段的历史渊源，安利中国在战略布局上，考虑的更多的是如何把销售渠道和电商渠道结合起来，在进军电商的同时，保证不让营销人员的利益受到损害。在此思虑下，安利做了大量的战略的布局，如安利正在与电商巨头腾讯加强合作，安利的营销人员将可以通过微信下订单产品，办理优惠顾客的进入；同时，完善线下运营体系，包括电商网站、手机ＡＰＰ管理软件、独立的营销人员培训与管理网站，通过微博公众账号与微信公众账号与营销人员、消费者保持着畅通的连接；这些都是安利实现“商务电子化”的途径，利用电子化提高营销人员的展业效率，正是安利中国２０１４年战略布局中最重要的一块。

Because it has such a history, Amway Chinese on strategic layout, consider more is how to make the sales channels and business channels combined, in enter the business at the same time, keep the marketing personnel harm the interests of. On this consideration, Amway has done a lot of strategic layout, such as Amway is to strengthen cooperation with the e-commerce giant Tencent, Amway marketing staff will be through the micro letter order products, for the entry of customers; at the same time, improve the operating system of the line, including electric business website, mobile APP management software, independent marketing personnel training and management of website, through the micro Bo public account and micro letter public account and marketing personnel, consumers remain open connection; these are the Amway implementation of "electronic commerce" way, improve marketing personnel utilization efficiency of electronic exhibition industry, it is the most important piece of the strategic layout of Amway China in 2014.

然而，安利中国这一系列针对商务电子化的手段，也只是仅仅限制于安利营销人员的范围内，如微信下单系统的封闭性，对新的消费者的导入并没有明显的效果。同时，在针对新的消费者的引导宣传上的力度做的不够，新的消费者无法从中得到利益点。因此，无论是从微信下订单还是手机ＡＰＰ的管理软件，这种只针对于安利营销人员的使用，却没有能转化成吸引更多新的消费者加入的方式，势必会对新的消费者的增长带来些弊端。

However, Amway Chinese this against a series of electronic means, is only limited to the scope of Amway marketing personnel, such as WeChat place an order closed system, introduction of new consumers and no obvious effect. At the same time, by new consumer guide the publicity efforts do not, the new consumer can not be interest in. Therefore, whether it is from the small letter orders or mobile APP management software, this is only for the use of the Amway marketing staff, but was not able to attract more consumers into the new way of joining, bound for new consumer growth has some shortcomings.

Product layout adjustment

纽崔莱瞄准体重管理市场

Nutrilite weight management market targeting

据世界卫生组织预测，到２０１５年，中国５０％至５７％的人口会超重。当减肥成为一种生活态度时，减肥市场数十亿市场变得炙手可热。在这个时候，谁先能把握良机，谁就能先抢占减肥市场。而放眼目前，中国直销市场的减肥产品领域做的最好的是康宝莱。在将近７年时间的打拼，康宝莱以“马上减肥·办法问找”的口号和“体重管理”的概念作为主要卖点，减肥产品的品牌影响力已深入人心，其体重管理系列产品支撑了康宝莱９０％以上的销售额；另外，美国另一绿色健康品牌嘉康利在中国大陆市场也开始逐惭崛起，其所倚重的主打产品同样也是减肥产品，己经拥有了一批固定的消费群体。在此情况下，安利纽崔莱乐纤进入中国减肥市场的时间有些晚，且还没有形成自己的品牌概念。

According to the WHO forecast, to 2015, 50% to 57% of the population will China overweight. When the weight loss became a kind of life attitude, the weight loss market billions of market become hot. At this time, the first who can grasp the opportunity, who can first to seize the market to lose weight. And at present, China direct selling market weight loss products do the best is the herbalife. In the nearly 7 years of hard work, to "lose weight, Herbalife concept immediately to ask for" slogan and "weight management" as the main selling point, weight loss products brand influence has win support among the people, its weight management series products supporting our sales of more than 90%; in addition, America another green health brand Shaklee is start slowly rise in the China mainland market, its main products also rely heavily on the weight loss products, already has a number of fixed consumer groups. In this case, Amway Nutrilite fiber into music Chinese weight-loss market a little late, and has not formed own brand concept.

我们回过头来看 ，安利中国２０１３年的业绩保持持续增长，得益于至２０１２年１１月益之源净水器在中国上市以来所带来良好的销售态势。然而在２０１４年，安利的新品都集中在小宗产品，比如雅姿系类新品，丝婷洗护系列产品、纽崔莱乐纤体重管理产品等。尤其是纽崔莱乐纤体重管理产品，在北美的销售一直表现不俗，因此在２０１４年，安利希望借助纽崔莱乐纤体重管理产品给中国区带来业绩上的增长。

We look back, Amway Chinese performance in 2013 continued to grow, thanks to the 2012 to November profit source water purifier in Chinese since listing brings good sales situation. But in 2014, Amway new products are concentrated in the minor products, such as the Department of new artistry, silk Ting Xihu series of products, Nutrilite Le fiber weight management products etc.. Especially the Nutrilite Le fiber weight management products, sales in North America has been doing well, so in 2014, Amway hope that through Nutrilite Le fiber weight management products bring growth to Chinese district.

早在２０１３年１１月初，安利乐纤系列７种减肥饮品获得了保健食品标志批准文号。根据《中国保健食品管理办法》规定，有减肥功效的产品必须具有《保健食品批准证书》，也就是“蓝帽子”。由于“蓝帽子”审批门槛高、周期长、耗资较大，因此，一般的直销企业拥有“蓝帽子”直销保健品的并不多。“蓝帽子”也因此成为大部分直销企业的竞争砝码。从产品研发到‘蓝帽子’的申请，可以看出乐纤系列产品是安利重点打造的一个业绩增长点，２０１４年安利寄期于减肥保健品市场带来大爆发。

Early in 2013 to early 11, Amway Le fiber series of 7 kinds of diet drinks obtained health food mark approval number. According to the "regulations Chinese health food management approach", have effect reducing weight of products must have the "approval certificate" health food, also is the "blue hat". Because of the "blue hat" approval threshold high, cycle is long, costly, therefore, the general direct selling enterprises have "blue hat" direct marketing health care products is not much. "Blue hat" has thus become the most direct selling enterprises competitive weights. From product development to the 'blue hat' application, we can see that the Le fiber series products is a performance Amway key point of growth, in 2014 Amway send in slimming health product market brings big eruption.

然而，２０１４年过去了，乐纤产品却未正式上市，这其中的原因不乏安利在产品布局上的调整还未做到位，因此，只能说安利在减肥市场中还在探寻着一条合适的道路。不管如何，瞄准减肥市场，是安利的战略选择，同时也是直销市场竞争深化的必然结果。

However, over the past 2014, Le fiber products but not officially listed, the reasons for this are Amway in product layout adjustment is not in place, therefore, can only say Amway in the weight loss market is still searching for a suitable road. No matter how the market, aiming to lose weight, is the strategic choice Amway, is also the inevitable result of the deepening of direct selling market competition.

安利业绩下降的背后，其深层次的原因很多。我们关注安利，正是因为这个直销庞然大物是行业的标杆，它的一举一动都是其他企业学习的案例。安利业绩的暂时下降并不代表着这家企业进入衰退期，也许只是其中一部分战略上小小的调整导致业绩上的波动。

Behind Amway performance decline, many of the deep reason. We focus on Amway, is precisely because of this huge monster is the direct selling industry benchmark, it's every act and every move is other enterprise case study. A temporary decrease in Amway performance does not mean the enterprise entered a recession, maybe just one part of the strategic adjustment in the performance of small fluctuations on the.

不管怎样，安利的年轻化、数字化和体验化战略都是成功的，我们应该看到这些成功的背后安利的创新及变革，也正是因为安利不断的去探索新的道路，才有今日的安利。▲

Anyway, Amway younger, digital and experience strategy is successful, we should innovate and reform behind the success of Amway see, it is because of Amway continue to explore new roads, only today's Amway. *

（原标题：安利业绩下降的背后）

(original title: behind the decline in the performance of Amway)

责任编辑：小申

Editor: small Shen