[Beijing Direct News Network November 12th] (Beijing News)After the outbreak of the epidemic, Amway, which dares to create and play, has insight into the development trend and potential opportunities of mobile Internet and social e-commerce, quickly grasps the air outlet of live e-commerce, gradually opens up online and offline, and creates a "new Amway" driven by digital and social e-commerce, which breaks through traditional direct selling. In the process of transforming from traditional direct selling to social e-commerce, Amway (China) has become a leader in more than 100 Amway markets around the world.

Fully integrate online and offline to seize the digital economic outlet

When the Internet giants such as Jingdong and Alibaba turn around to lay off-line channels, Amway, which has a huge offline sales network, goes in the opposite direction and goes all out to develop online integration. Through the e-commerce platform of mobile Internet, one-stop order placing is realized, and marketing personnel turn into Koc and online celebrities to attract and operate traffic, weaken the "sales" function and emphasize the "experience" quality experience Pavilion, and realize the offline landing of social economy.

During the epidemic period, new forms of business in the digital economy such as live e-commerce, telemedicine and online education have sprung up rapidly. After obtaining the first batch of qualification to access wechat live programs, Amway quickly integrated the company's resources. During the period, Amway overcame many challenges, such as anchor training, product selection, Taiwan based design, and film and television technical support, and made its debut in the tide of live e-commerce.

After more than a month of trying and running in, on May 19, Amway (China) president Yu Fang entered the "preferred Live Room" to share his beauty experience, setting a new record of 1.23 million people watching and 2 hours of sales of Amway's Artistry cosmetics series. Since then, Amway has become one of the 100 million yuan Club of the live show, creating Amway's speed of seizing the wind of digital economy.

Unlike ordinary live delivery, Amway's rapid rise relies on the operation of private domain traffic and the perfect integration of Amway's direct marketing mode. The so-called private traffic refers to the expansion and accumulation of a large number of loyal customers through the operation of Omo (online merge offline) lifestyle community, such as weight reduction and shaping, beauty and make-up, parent-child, food, health, etc. Amway marketers only need to invite their customers into Amway's preferred live room, and their orders will be their own. As a matter of fact, Yufang brings goods for every Amway marketer, which is also an important measure for Amway to empower marketing personnel by using live e-commerce outlets. At the same time, it also perfectly integrates Amway's rich and diversified high-quality products, Amway's marketing staff's personalized service, colorful community activities, offline experience halls all over the country, and quick and convenient Jingdong Logistics. It has made a way of live e-commerce with Amway's characteristics and organic integration with the original direct selling mode.

As a matter of fact, as early as 2014, Amway laid out the strategy of digitalization, experientialization and rejuvenation. The offline experience entity was integrated with the social economy. The online e-commerce platform realized one-stop ordering. The full integration of online and offline enabled marketers to rely on the interest community to start their own businesses, and to create a "new Amway" driven by digital and social e-commerce, which broke through the traditional direct selling.

"It is based on the accumulation of years of digital transformation that Amway's marketing staff rely on the Omo community to start their own businesses by using live delivery, online shopping mall, offline experience hall and enabling Amway to minimize the impact of the epidemic, turn crisis into opportunity, accelerate strategic transformation and upgrading, and take advantage of this round of live e-commerce." Yu Fang said.

During the epidemic period, when the domestic and even global economic development was sluggish, Amway's performance was the same as that of the same period last year. In the first four months of this year, Amway's online sales accounted for 96%.

Enabling "creating players" and building a new benchmark for social E-commerce

Based on its keen insight into digital technology and business model, Amway is accelerating its innovation speed of digital tools after completing the digital matrix layout of offline experience entity + social economy landing + online social e-commerce platform.