Amway Launches ‘Beautiful Life’ Strategy to Capitalize on China’s Growth Potential
Amway, a global leader in direct selling, has revealed its new strategic approach, titled “Beautiful Life,” aimed at enhancing business performance and aligning with market trends. The focus of this initiative is to harness the vast growth opportunities present in the Chinese market.
In a major gathering in Shanghai, key Amway executives, including Sam Rehnborg, President of Nutrilite Health Institute and the son of Nutrilite founder Carl Rehnborg, Co-Chairmen of the Board of Directors Steve Van Andel and Doug DeVos, and CEO Milind Pant, unveiled the strategy’s foundational principles. These encompass eight key pillars: physical health, a dynamic lifestyle, emotional well-being, robust social connections, sustainable financial stability, ongoing personal growth, community contribution, and an environmentally conscious, low-carbon lifestyle.
The strategy’s architecture not only mirrors Amway’s core values but also caters to the specific needs and expectations of the Chinese populace.
Highlighting the brand’s already well-established industrial chain in China, incorporating research and development, digitalization, production, logistics, and customer service, Amway continues to solidify its position in the country. For over two decades, China has consistently stood as Amway’s largest market.
This unveiling marks a strategic move by Amway to further entrench its presence in China and leverage the enormous growth potential in this thriving market.
(Source: Direct Selling News)