-: Amway is widely considered a direct-selling giant
using the traditional offline, one-to-one,
and face-to-face marketing model,
and even has become synonymous with direct selling.
There are two factors
driving Amway's digital transformation.
On the one hand, Amway is facing huge competition.
Over the last decade, the consumer market in China
has experienced great changes,
and the huge consumption potential in the market
has been released.
On the other hand, for entrepreneurials,
our ABOs, we need to empower Amway's business model
while minimizing transformation costs,
including empowering our ABOs with the ability to acquire
and deal with customers.
What we wanted in the end was for digital transformation to
reshape the overall business processes.
If so, digital tools will be truly integrated
into the Amway business process,
and will even change existing ABOs' behaviors
and enhance the acquisition, conversion,
and retention of our new ABOs.
We existed on the principle
of precise empowerment to our ABOs,
respected market differences,
and avoided using one-size-fits-all
or campaign-style promotion.
And instead, we've worked out digital solutions
suitable for our users and markets
at a different stage of development,
and focused on promoting the applications
most relevant to the business in each market
to ensure overall acceptance.
The outbreak of COVID-19 at the beginning of 2020
surprised most people and most enterprises.
Relying on Amway's long-established advantages
in digital transformation,
as well as our ABOs' basic digital capabilities,
we quickly built online livestreaming marketing platforms
and online meeting and training platforms
in a very short time.
And the core indicators, such as digital utilization rate
and online purchase rate, have seen a remarkable increase.
In face of the epidemic,
we were fully prepared in digitalization
and also managed to minimize the impact of the epidemic
on our business.
From 2012 till now, the proportion of Amway's online sales
have jumped to 97%.
And emerging e-commerce infrastructure
and social e-commerce technology have been included
in Amway's huge and complex business system.
BCG has provided us
with more than 100 customer engagement-management
use cases, which have strengthened
ABOs' customer management capabilities,
improved ABOs' service efficiency
based on the data available,
enhanced our reputation among customers,
and also enhanced customer loyalty.
Those use cases are expected
to create tens of millions
of dollars in value for Amway every year.