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Melaleuca creates a consumer direct Marketing system

美乐家 打造消费者直购系统

2019/09/27 Companies
The Author: Knowledge Economy
Melaleuca creates a consumer direct Marketing system


According to the Knowledge Economy, July 2019, in the video speech delivered at the 2019 Melaleuca (China) Annual Meeting, Frank VanderSloot, founder of Melaleuca said,  "In the past three years, the growth of Melaleuca has reached an amazing speed, with over 100,000 customers shop at Melaleuca every month." The growth of Melaleuca's global performance is largely due to the rapid development of its Chinese market. Especially since 2018, when the development of China's direct selling industry was once depressed, the performance of Melaleuca (China) has been still able to maintain its growth.


How did Melaleuca (China) make it?


The Consumer Direct Marketing System (CDM) created by Melaleuca provides a new possibility and paradigm for China's direct selling industry.


The so-called consumer direct marketing system refers to the fact that the products of Melaleuca are sold directly to end consumers instead of reaching consumers through traditional channels such as manufacturers, advertisers or distributors. Melaleuca purchases, manufactures and ships their products directly to consumers, which saves the expense in the intermediary link, and provides support for “consumer feedback and shopping rebates”.


Melaleuca's product line now covers a wide range of daily necessities such as household cleaning, nutritious health foods, body care, and skin care. After launching 26 new products in June 2019, Melaleuca (China) has provided more than 380 products to consumers, which can satisfy consumers' various needs for product categories.


What is more, the threshold for becoming a Melaleuca member is relatively low, which is a small purchase, which enhances the chance for Melaleuca to reach more consumers. Moreover, the products of the order must be used by the members themselves and cannot be sold to the outside market. This consumer-oriented and self-purchasing method has brought a huge consumer market to Melaleuca.


According to the data released by the Melaleuca (China) annual meeting in recent years, from 2016 to 2018, the proportion of pure consumers in the Chinese market was respectively 87%, 88.83% and 84.68%. In the case of the industry downturn, Melaleuca still maintains a high proportion of private-use customers.


Melaleuca spends a lot of thoughts on caring for private-use consumers, improving the membership repurchase rate by optimizing products and introducing preferential policies, so that members can purchase products more quickly at a lower price.


It is worth mentioning that Melaleuca (China) has has formulated a consumption quota system of up to 2000 yuan in the direct purchase system, which encourages members to make rational, planned and continuous consumption, so as to avoid members from stocking up and making irrational consumption, thus effectively ensuring Melaleuca's market order. According to industry insiders, this is a highly referential concept that worth learning for many other direct selling companies.

 

In a word, the consumer direct Marketing system established by Melaleuca in the direct sales model has formed a huge consumer market with a low threshold and high repurchase rate, and has differentiated competition effectiveness in the entire industry. Besides, by implementing the consumption quota system, speculative or investment-oriented purposes in China's direct selling industry are removed to some extent.


On May 30, 2019, Melaleuca launched a new investment project at the Signing Ceremony of Big Foreign Invested Projects in Shanghai. Melaleuca will invest in the establishment of a daily chemical production base in Fengxian District of Shanghai, which is currently the largest overseas headquarter of Melaleuca.


Over the past 16 years, China has become the most important international market for Melaleuca. In 2018, Xu Wei officially took the helm of Melaleuc (China) and became the first professional manager trained in the Chinese domestic market, which shows that Melaleuca attaches great importance to the Chinese market.


“Melaleuca (China) has continued to grow for 10 years, and the number of members has increased by 28 times.” At the 2019 annual meeting, Xu Wei announced the growth of Melaleuca's membership in China as of December 2018.



The Chinese Source:

美乐家
打造消费者直购系统

据《知识经济杂志》20197月报道,2019年美乐家(中国)年会上的视频演讲中,美乐家创办人范德士谈到:“过去三年,美乐家的成长达到了令人惊叹的速度,每月都有超过10万名顾客在美乐家购物。”美乐家全球业绩的成长,很大一部分来源于其中国市场的快速发展。尤其是在2018年以来,中国直销行业发展一度低迷沮丧的情况下,美乐家(中国)业绩依然能够保持业绩增长。


那么,美乐家(中国)是如何做到的?


美乐家打造的消费者直购系统CDM,Consumer Direct Marketing为中国直销行业提供了一种新的可能性和范式。

所谓消费者直购系统,是指美乐家的产品不是经由制造商、广告商或者分销商等传统渠道抵达消费者,而直接面对终端消费者进行销售。由美乐家直接采购、制造与运送产品至消费者手中。这省去了美乐家在中间商环节的费用支出,为其“消费回馈、购物返利”提供了支撑。


美乐家的产品线如今已覆盖了家庭清洁、营养健康食品、身体保养、化妆护肤等多种生活日用品品类。在20196月推出26款新品后美乐家(中国)为消费者提供的产品已超过了380款,可以满足消费者对产品种类的多方面需求。


另一方面,成为美乐家会员的门槛相对较低,属于小额报单,这为美乐家接触到更多消费者提供了广阔的空间。而且,报单的产品,必须用于会员自己消费,不能对外销售。这种引导消费型的全员自购方式,为美乐家带来了庞大的消费市场。


根据近几年美乐家(中国)年会发布的数据显示,2016年至2018年,其中国市场的纯消费顾客占比分别为为87%88.83%84.68%;在行业市场低迷的情况下,美乐家仍保持较高的纯消费顾客占比。


美乐家把大量的心思花在照顾纯消费者身上,通过优化产品、推出优惠政策等措施,提高会员复购率,让会员多快好省地购买产品。


值得一提的是,美乐家(中国)在直购系统中制定了最高2000元的消费限额制度,鼓励会员理性、计划性消费和持续消费,以避免会员囤货、不理性消费,从而有效保证了美乐家的市场秩序。业内人士表示,这种理念值得很多直销企业学习。


一言以蔽之,美乐家在直销模式上打造的消费者直购系统,以低门槛、高复购率的全员自购方式形成庞大消费市场,在整个行业产生差异化竞争效力;而且,其辅以消费限额手段,某种程度上也去除了中国直销行业投机性或投资性目的过强的因素。


2019530日,美乐家在上海市外资大项目集中签约仪式上,启动了新的投资项目——美乐家将在上海市奉贤区投资建立日化生产基地,这是目前美乐家总部在海外最大的日化生产基地。


十六年来,中国市场已经成为美乐家最重要的国际市场。2018年,许玮正式掌舵美乐家(中国)、成为第一位中国本土市场培养起来的职业经理人,由此可见美乐家对中国市场的重视。


“美乐家(中国)已经持续成长了10年,会员人数增长了28倍。”2019年年会上,许玮公布了截至201812月美乐家在中国的会员增长情况。

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Keyword: Melaleuca,business model

Herbalife cooperates with Tencent, opening digital transformation of its business in China

康宝莱与腾讯合作 开启在华业务数字化转型

2019/09/27 Companies
The Author:

On September 19, 2019, Herbalife announced a strategic partnership with Chinese Internet giant Tencent on digital transformation to fully launch the digital transformation of the company's business in China. After the transformation, Herbalife China will become a company that drives online and offline full-value chain distribution channels and is driven by user demand.


At present, digital transformation has become a significant strategy for Herbalife's business development in China, which will enable Herbalife marketers to serve customers more accurately. “Focus on customer value” is the core and foundation of Herbalife's digital transformation. Herbalife will use Tencent's ecosystem and cutting-edge technology to enable customers to reach out to products through more channels, improving customer experience, enhancing customer loyalty, empowering marketers through better customer insights, and ultimately offer consumers with a better service. Under the digital transformation plan, Herbalife is expected to launch online personal-store tools in the fourth quarter of this year.


Recently, "Internet +" has penetrated into every corner of life, and the digital economy generated by "Internet +" contains tremendous momentum to promote economic development. Digital transformation has become an important development direction for many industries.


Looking forward to the future, with the in-depth implementation of the digital transformation strategy, Herbalife will continue to deepen the Chinese market, adhering to the long-term commitment to the Chinese market, and continue to provide scientifically-based, reliable nutritional products as well as high-quality and honest service to Chinese consumers. Utilizing its accumulated global business experience and advantages in profession , Herbalife is striving to create more social values and contribute to the implementation of the “Healthy China” strategy.


The Chinese Source:

康宝莱与腾讯合作 开启在华业务数字化转型

2019919康宝莱宣布与中国互联网巨头腾讯就数字化转型建立战略合作关系,全面开启公司在中国业务的数字化转型。转型后,康宝莱中国将成为一家打通线上线下全价值链流通渠道,以用户需求为核心驱动的企业。


目前,数字化转型已经成为康宝莱在华业务发展的重要战略,将赋能康宝莱营销人员更精确地服务顾客。“以客户价值为核心”是康宝莱数字化转型的核心及基础。康宝莱将利用腾讯的生态系统以及最前沿的技术,让客户通过更多渠道触达产品,改善客户体验,提升客户忠诚度,通过更好的客户洞察来赋能营销人员,最终让广大消费者享受到更加优质的服务。根据数字化转型的计划,康宝莱预计将在今年第四季度推出线上个人商店工具。


当前,互联网+”已经渗透到生活的各个角落,而由互联网+”催生的数字经济蕴藏着推动经济发展的巨大动能,数字化转型已经成为了许多行业重要的发展方向。


展望未来,随着数字化转型战略的深入实施,康宝莱将继续深耕中国市场,秉承对中国市场的长期承诺,为广大中国消费者持续提供以科学为依据、可信赖的营养产品和优质诚信服务,并利用自身积累的全球经营经验和专业优势,努力创造更多社会价值,为健康中国战略的落地实施贡献自己的一份力量。

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Keyword: Herbalife,technique

" NU SKIN China Children's Heart Disease Fund" helped over 10,000 impoverished children

如新中华儿童心脏病基金救助贫困患儿突破1万名

2019/09/27 Companies
The Author:
  " NU SKIN  China Children's Heart Disease Fund" helped over 10,000  impoverished children

At the brand event held in September 2019, NU SKIN announced that the " NU SKIN  China Children's Heart Disease Fund" had raised more than 130 million yuan, helping over 10,000 impoverished children with congenital heart disease.

As the earliest multinational company focusing on the group of children with congenital heart disease, NU SKIN have been adhering to “the power of goodness”,which is considered as their mission. In 2008, NU SKIN established the New China Children's Heart Disease Fund, and planned to raise 10 million yuan in 10 years,funding the medical treatment and prior screening for poor children with congenital heart disease, as well as professional medical training and research. It is worth mentioning that due to the great effort that have been paid during the last 11 years, the total amount of funds raised by the project has exceeded 130 million yuan, 10 times as the original plan. Till now, the frequency of rescue operation that is operated has been growing from one in every three days to five in every day at present, and the number of children who have been rescued has exceeded 10,000. It is understood that the project has formed a complete rescue chain for pre-screening, charity treatment, volunteer service and medical training.


The Chinese Source:

如新中华儿童心脏病基金救助患儿1万名

2019年9月,在如新举办的品牌活动上,如新对外公布了“如新中华儿童心脏病基金”筹集善款总额已超过1.3亿元人民币、救助贫困的先心病患儿突破1万名的消息。

作为最早关注先心病患儿群体的跨国公司,一直秉持“善的力量”使命的如新于2008年成立了如新中华儿童心脏病基金,计划10年募集1000万元人民币,所有筹集善款专用于贫困先天性心脏病患儿的医疗救治和前期筛查,以及专业医疗培训和研究。值得一提的是,经过11年的深耕,项目筹集善款总额已超过1.3亿元人民币,实现了原定计划的10倍,救助手术也从原来的三天1个手术发展到现在的一天5个手术,救助过的贫困先心病患儿也已经突破了1万名。据了解,该项目目前已经形成了前期筛查,慈善救治,志愿服务及医疗培训完整的救助链条。

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Keyword: NU SKIN, commonweal

Herbalife teamed up with Beijing Sport University to establish the "Herbalife Ice and Snow Sports Development Fund"

康宝莱联手北京体育大学设立“康宝莱冰雪运动发展基金”​

2019/09/27 Companies
The Author: Herbalife China
Herbalife teamed up with Beijing Sport University to establish the "Herbalife Ice and Snow Sports Development Fund"

Guo Mu, President of Herbalife China, donated to Beijing Sports University Education Foundation in check


On September 10, 2019, Herbalife teamed up with Beijing Sport University to establish the "Herbalife Ice and Snow Sports Development Fund". Herbalife will donate 9.05 million yuan for campus popularization of ice hockey and nutrition diet research for winter sports.


Leaders of relevant departments attended the ceremony,include Dr. John Agwunobi, who is the Co-President and Chief Health Nutrition Officer of Herbalife International; Dr. Zheng Qunyi ,who is the  Chairman of Herbalife China; Mr. Guo Mu ,who is the President of Herbalife China;Mr. Xing Shangjie, who is the Deputy Secretary of the Party Committee of Beijing Sport University ;Ms. Wang Chunlu,who is the Executive Dean of Chinese Hockey Sports Institute of  Beijing Sport University and the deputy secretary-general of Chinese Ice Hockey Association. Herbalife was also officially awarded the title of “Chinese Ice Hockey Nutrition Guidance Unit” by the Chinese Ice Hockey Association.

Photo of guests present


The Chinese Source:

康宝莱联手北京体育大学设立“康宝莱冰雪运动发展基金”

2019910日,康宝莱联手北京体育大学成立康宝莱冰雪运动发展基金,康宝莱将捐赠905万元人民币用于冰球运动的校园普及和冬季运动项目营养膳食研究。

康宝莱国际联席总裁兼首席健康营养官John Agwunobi 博士、康宝莱中国区董事长郑群怡博士、康宝莱中国区总裁郭木先生、北京体育大学党委副书记邢尚杰先生、北京体育大学中国冰球运动学院执行院长、中国冰球协会副秘书长王春露女士及相关部门领导出席了活动仪式。康宝莱也正式被中国冰球协会授予“中国冰球运动营养指导单位”的称号。

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Keyword: Herbalife,commonweal