【直报网4月8日讯】（经济观察报）一度“触电”的传统行业大佬们正呈现新的变化，体验经济正重新塑造电商与实体的关系。“互联网+”概念的提出，对一直以来实体和互联网的结合给出了更清晰的划分，消费品行业将大量终端数据联动，再返回终端，能更好的提供个人化、定制化的服务和产品。

CNDSN (network April 8th News Economic Observer) was "electric shock" of the traditional industry bigwigs are showing a new change, experience economy is re shaping the relationship between electricity providers and entities. "The Internet + concept, has been on the Internet with the entities and gives a more clear division, consumer goods industry will be a large number of terminal data linkage, returned to the terminal, can better to provide personalized, customized services and products.

2015年3月24日，安利布局中国的第二家体验中心在深圳开幕，这就是“互联网+”在安利的集中体现。事实上，去年10月，安利（中国）已经在上海做了首次尝试，如今深圳体验中心将延续上海体验中心的理念和服务。

In March 24, 2015, second Amway layout in China experience center opens in Shenzhen, this is the Internet + in the embodiment of Amway. In fact, in October last year, Amway (China) has been the first attempt was made in Shanghai, now the Shenzhen experience center will continue Shanghai experience center and the concept of service.

在安利进入中国市场的20年间，其一直持续在全国范围内开设“中国特色”实体店，不过经接近安利的人士证实，未来安利将不再新建任何传统实体店，取而代之的是如今陆续开业的体验中心，这正是作为实体店的升级版出现的。

Amway entered the Chinese market 20 years, the continued creation of "Chinese characteristics" of the store in the country, but people close to Amway confirmed that Amway's future will no longer be any new traditional store, it is now opened the experience center, it appears as the upgraded version of the store.

“我们希望实体店铺不再仅仅是一个进行交易、完成交易的场所，而更重要的是吸引人们来体验的一个场所。”美国安利总裁、世界直销协会联盟主席德·狄维士说，经过改造升级的实体设施，可以在营销人员跟客户交流时提供更好的支持，提升客户粘性。

"We hope that the store is no longer just a trading, trading places, but more important is a place to attract people to experience." Amway of America president, President of the World Federation of direct selling associations de Devos said, through the upgrading of the physical facilities, can provide better support for the marketing staff to communicate with customers, improve customer stickiness.

“安利目前在全球推出了名为Amway Next的发展战略，希望未来有更多的分公司涌现出来，在这个框架之下，希望在下一个十年，能够让我们的业务再次翻番。”德·狄维士说。

"Amway is currently in the global launch of a Amway Next development strategy, hope that in the future more branches have emerged, in this framework, I hope in the next ten years, to make our business doubled again." De Divis said.

在实体店铺及体验中心之外，德·狄维士认为“互联网+”的大趋势不可避免，而且应该顺应并拥抱互联网的发展，“利用高科技，生产研发可以提升效率，可以接触到更多的消费者，而且可以更快取得成效，这样也有利于更快的向市场上投放新的产品。”

In addition to physical stores and experience center, de Devos that "the inevitable trend of the Internet", and should conform to the development and embrace the Internet, "the use of high-tech R & D, production efficiency is enhanced, can be exposed to more consumers, and can more quickly achieved success, and this is also conducive to faster to market launch the new product."

相对其他同行更聚拢的产品线，安利一直是多条产品线共同发展，横跨营养保健品、美容化妆、个人护理以及家居用品四大系列产品，共计153款产品。尽管累积了20年的运营管理经验，但在电子商务迅猛发展的背景下，如何拥抱互联网技术，正是安利这家老牌直销公司面对的重要课题。安利大中华区总裁颜志荣坦言，公司成立了相关的部门，专门去研究到底怎样找一个合适的方式能把网购的齿轮跟直销的齿轮连接好。“如果不连接好，就会成为两方面的竞争，就偏离了安利的直销方向。”

Relative to other peer gather product line, Amway has been a common development across the product line, nutrition and health care products, beauty cosmetics, personal care and household products four series of products, a total of 153 products. Despite 20 years of accumulated experience in operations management, but with the rapid development of electronic commerce in the background, how to embrace the Internet technology, it is an important subject in the face of the old Direct Selling Company Amway. Yan Zhirong, President of the Greater China region Amway frankly, the company set up the relevant departments, to study how to find a suitable way to online shopping gear with direct connect special gear. "If not connected, will become the two aspects of the competition, will deviate from the direction of the direct Amway."

如今，安利在中国市场推进的“宜家式”的体验中心，或许是通过“体验战略”衔接网购与直销齿轮的重要一环。

Now, Amway in the Chinese market to promote the "IKEA type" experience center, perhaps through the experience of online shopping and selling strategy between gear is important one annulus.

实体升级

Solid upgrade

去年10月在上海开幕的首家安利体验中心，使用面积超过7500平方米。开幕时，颜志荣告诉经济观察报记者，直销的先天优势在于为顾客提供服务和线下体验，希望借助体验中心的启用，增强顾客的生活融入感和情感联结，使消费者可以一站式、浸入体验安利产品及其倡导的品质生活。这是直销企业第一次在中国尝试这种大规模的体验中心。

The first Amway last October opened in Shanghai experience center, with an area of over 7500 square meters. At the opening ceremony, Yan Zhirong told the Economic Observer newspaper reporter, direct the congenital advantage is to provide service for the customer and the line experience, hoping to enhance customer experience center enabled, life and sense of emotional connection, so that consumers can be a one-stop, immersed in the experience of Amway products and promote the quality of life. This is the first direct selling companies try to this massive experience center in china.

在进入中国以前，安利在全球的布局策略都是依靠营销人员营销，不建立实体店铺与广告投放，但自2005年国家出台《直销管理条例》等法规后，为适应中国国情，根据法规的规定，安利开始在国内建立实体销售体系。

In China, Amway in the global layout strategy is to rely on marketing personnel, marketing, the establishment of physical stores and advertising, but since 2005 the national introduction of "direct selling regulations" and other laws and regulations, to adapt to China's national conditions, according to the regulations, Amway began to build a solid sales system in china.

这无疑是一笔巨大的投入。直销企业在进入中国之前从未有过广告、实体店铺的投入，一直依靠直销人员网络开拓市场。但正是因为这一“迫不得已”的举措，安利在中国的店铺模式与全球体验经济的发展意外“接轨”——消费者在注重产品性价比的同时，对服务质量和主观体验的要求也越来越高，服务及体验已成为影响消费者决策的重要因素。

This is undoubtedly a great input. Direct selling enterprises in China have never had before advertising, shop investment, has been relying on direct sales network marketing. But it is precisely because of this "forced" initiative, the development of an "Amway stores in China and global economic integration experience, consumers focus on cost-effective products at the same time, the quality of service and subjective experience requirements are also getting higher and higher, service and experience has become an important factor to influence consumer decision-making.

在直销人员体系之外，实体模式被尝试复制推广到全球市场。2013年，安利（德国）首家安利商务中心在柏林开业。目前，包括位于纽约市花旗球场内的体验中心在内，安利在全球四大运营区域都已经设立体验中心。

In addition to direct sales system, the entity model is trying to copy to the global marketplace. In 2013, Amway (Germany) the first Amway business center opened in Berlin. At present, including Citigroup is located in the city of New York stadium experience center, Amway in the global four big operators have set up regional experience center.

Now from the China out "the store 2 version of" back to the Chinese. But with the "regression", the China Amway store network expansion is stopped, turn to upgrade shop. "Now the shops have basically meet the needs of the market, the future more or to rely on direct sales network, and find the e-commerce model fit the characteristics of direct marketing." A source close to Amway, told the Economic Observer newspaper reporter.

而如今安利体验中心的持续开业已经证明这种实体店铺的升级，不仅可以融合互联网和实体体验，还能展示安利多条产品线整体呈现的生活品质。“拥抱互联网，而且要积极实施新技术并应用到我们的业务流程中来。”德·狄维士说。

Continuous opening and now Amway experience center have shown that the entity shop upgrade, not only can the integration of Internet and real experience, but also demonstrate the quality of Amway product lines, the overall presentation of life. "Embrace the Internet, but also to actively implement the new technology and apply it to our business process." De Divis said.

“互联网+”

"Internet +"

实体经济对于安利而言是一项不错的“意外”创新，相比其他传统行业，这家在全球拥有超过300万直销人员的企业在实体与互联网“有机结合”的问题上更难以回避。“安利要做的是‘商务电子化’，而非‘电子商务化’。”德·狄维士如此强调，他说安利不会做通常意义上的电商，而是帮助营销人员利用互联网技术提高产业效率。“网购是一个大趋势，但作为直销公司，我们不可以损害我们跟营销人员彼此的信任关系，这是我们对营销人员的一个承诺。”他说。

The real economy is a good "accidental" innovation for Amway, compared to other traditional industries, the world has more than 3000000 direct sales personnel of enterprises in the entity and the Internet "combined" problem more difficult to avoid. "Amway to do is' business', rather than 'e-business'." De Divis stressed, he said Amway will not do the usual sense of the electricity supplier, but to help marketers use Internet technology to improve the efficiency of the industry. "Shopping is a big trend, but as a Direct Selling Company, we can not damage our mutual trust relationship with the marketing staff, this is our commitment to marketing personnel." He said.

“‘互联网+’这个概念提出之后，就表明了大家现在已经认识到高科技已经融入所有人的生活，所有人做的任何事情也融入到了所有企业的运营之中。”德·狄维士说，现在安利公司已经遍及全球111个国家和地区，正是借助高科技的工具，使得公司可以在全球进行无缝的运营连接，这一切都是在没有高科技工具时无法想象的。

"Internet +" this concept was put forward, it shows that people now realize that technology has been integrated into all of life, all people do anything into all business operations." De Divis said, now the Amway Corp has operations in 111 countries and regions, is the use of high-tech tools, allows companies to seamlessly connect the operation in the world, all of this is unthinkable without the high-tech tools.

与此同时，互联网时代下安利作为一家传统直销企业，同样面临挑战。

At the same time, the Internet era Amway as a traditional direct selling enterprises, also faces challenges.

“我们如何更好的收集、分析现在所拥有的与客户、市场动态相关的数据？”德·狄维士坦言，任何一场交易都会产生很多数据，现在问题是如何把这些数据更好的收集、分析，了解市场想要通过这些数据传达什么。“我们只有利用高科技的手段，才能更好的把这些数据利用起来，转化为我们可以分享的知识，并且以这些知识为基础来作出正确的决策，最后再进行实施，以更好的满足市场上的需求。所以‘互联网+’对我来说就是一个高科技的更广泛应用。”

"How can we better collect and analyze now have with customers and the market dynamic correlation data?" De Devos said, any deal will generate a lot of data, the question now is how to analyze the data collected, understand the market better, to pass the data to convey what. "We only have the use of high-tech means, in order to make use of these data, we can share the knowledge into the knowledge base, and to make the right decisions, and finally the implementation, in order to better meet market demand. So the "Internet + 'for me is a more extensive application of high technology."

在他看来，以往安利没有这么多数据分析的时候，想了解市场当中的一些情况，必须要猜测或者做很多的假设，而且有时候要做很多电话上的对话沟通，而现在有了这些数据的支持，就可以更好的了解市场上的动态，了解消费者的需求。“对于这些高科技，我们应该积极的拥抱，同时也要积极的使用。而且我们要用得越来越好，这样才能够在市场竞争中立于不败之地。”德·狄维士说。

In his view, the Amway did not so much data analysis, to understand the situation of the market, we must do a lot of speculation and hypothesis, and sometimes have to do a lot of telephone communication, and now with the support of these data, we can better understand the market trends, understand consumer demand. "For these high-tech, we should actively embrace, but also to actively use. And we're getting better and better, so that it can be invincible in the market competition." De Divis said.

2007年开始，安利就在全球推出“创新带动成长战略”，推动这家有半世纪历史的直销老店实现数字化和年轻化转型。目前其电商平台易联网已经向优惠顾客开放，可以直接购买产品。而从2014年9月中旬开始，安利微信平台针对北京上海广州开放普通顾客注册成优惠顾客身份，10月份陆续在全国铺开。

Beginning in 2007, Amway launched "in global innovation driven growth strategy", to promote the half century history of the old and the young to realize direct digital transformation. At present, the electronic business platform easy to open network has been preferred customer, products can be purchased directly. From 2014 to mid September, Amway WeChat platform for Beijing Shanghai Guangzhou open to ordinary customers registered customers identity, October have been rolled out across the country.

截至2014年11月，安利中国网络购货比例达20.53%，而在北美这一比例则高达85%，中国台湾地区也有60%。

As of 2014 November, Amway China network purchase ratio reached 20.53%, while in North America, the proportion is as high as 85%, there are 60% Taiwan area Chinese.

电商之外，线下的安利也没有停止脚步。上述接近安利的人士告诉经济观察报记者，安利在内部制定了多个三线城市的重点推广计划，目前确定的城市包括无锡、汕头、大庆、唐山等。

The electricity supplier, the line of Amway did not stop. The person close to Amway, told the Economic Observer newspaper reporter, Amway has focused on the promotion plan of the city more than three lines in the interior, the cities including Wuxi, Shantou, Daqing, Tangshan etc..

范围扩张的不仅是区域，还有受众群体。一位业内人士告诉经济观察报记者，这一策略正是基于直销产品消费者多样化的发展趋势，有别于以往安利主要客户都集中于35岁以上的人群，现在年轻消费者也是未来增长的潜在市场，多线布局来满足消费者的需求，通过电商、微信等互联网工具将能更多地争取年轻消费者。

The expansion of the scope of the region is not only, and the audience. An industry source told the Economic Observer newspaper reporter, this strategy is the development trend of direct selling products based on consumer diversity, different from the previous Amway main customers are concentrated in the population over the age of 35, now young consumers are also potential market for future growth, multi line layout to meet consumer demand, the electricity supplier, micro letters and other Internet tools will be more for the young consumer.

即将在全国推进的体验中心模式，无疑被寄予厚望，在成熟群体之外，安利正在丰富年轻一代认同的模式，狄维士说，“体验馆只是一个硬件，里面还有很多不同的软件、很多细分生活项目会在体验馆展示，不管是哪个年龄段的人群，都会有不同的细分体验，这也是安利未来的一个大方向。”

To be in the country to promote the experience center mode, it is expected, in the mature group, Amway is rich in the younger generation identification model, Devos said, "experience is a hardware, there are many different software, many segments of life project will show in the museum experience, no matter what age group, there will be different experience, which is also a direction for the future Amway."

In the past 20 years of development history, Amway Chinese policy had many major adjustments, de Devos said, "of course, all this is because of the change of great market. In this regard, I can say that Amway China to grasp the market dynamics, timely response, and to implement the strategy and operation right. And I also believe that this kind of challenge, innovation gene once will not disappear, in the future will only get better and better." "

（原标题：“互联网+”新玩法 安利中国体验起步）

(original title: "Internet +" new gameplay experience Amway Chinese start)