Some of the companys initial digital investments are already coming online and the results are overwhelmingly positive.
In China, approximately 70 percent of product purchases are already made through digital and social platforms, and 2/3 of those are via mobile devices. The nation is widely seen as the place where digital is the most advanced globally, and it is there that the company is seeing the impact of this merger of direct selling and ecommerce the most. The company has launched new apps and digital experiences in China, like the Online Studio, that have transformed the buying and engagement experiences for ABOs and their customers ‘“ driving overall success.
In the Philippines, the company launched an intuitive and streamlined online experience for ABOs called AmwayNow that offers fresh content for sharing with customers and others, integration with calendars, social feeds and mobile contacts, and the latest news from Amway.
Meanwhile, in South Korea, an augmented-reality beauty app called YouCam features virtual make-up application and product recommendations. In the United States, the company has launched a revamped digital education platform that is resulting in strong reviews and significantly increased usage rates.
Localized experiences like these, along with an overhaul of the companys digital ecommerce sites, are being amplified by global solutions such as MyBiz, a business-management platform that recently launched a deepened analytics package.
While the companys investment in digital is growing significantly, so is customer demand for Amways product categories. In 2017, nutrition and weight management products accounted for 50 percent of Amways sales ‘“ showcasing an increasing desire on the part of the public for healthy products. Even greater opportunity lies ahead, led by the launch of a reformulated Nutrilite Double X, the companys top-selling multivitamin/multimineral supplement.
Additionally, the Nutrilite brand of vitamins and supplements exemplifies Amways commitment to ingredient traceability and transparency, which remains a key attribute sought by customers around the world. The company projects its nutrition category sales to grow as interest in high-quality health and wellness products increases.
Another consumer trend that Amway is well poised to capitalize on is the global desire for high-efficacy and reliable skin care.
Skin care continues to be beautys most valuable global category with consumers looking for natural ingredients that also deliver performance. Amways Artistry brand of skincare and cosmetics leverages powerful ingredients from nature, backed by science, for proven benefits and results.
For example, Artistry Advanced Vitamin C + HA Treatment, a serum with proven results in reducing expression lines, was launched in 2017 with acerola cherry extract from Amways certified organic farms and contains the highest concentration of Vitamin C among Artistry products. Beauty and personal care made up 26 percent of Amways sales in 2017.
Built on innovative products and unique experience-driven events, Amway continues to see strong sales growth for the XS Energy brand. This past year, sales grew more than 30 percent as the line of energy drinks, snacks and sports nutrition products expanded to new markets including China and India. Further expansion is planned for 2018.
Across its product categories, Amway is focused on innovation to appeal to the new generation of consumers and their changing expectations on how companies interact with them. Home and durable products, which made up 21 percent of the companys 2017 sales, were the focus of several new innovations this past year. For example, the company released its first smart home product called Atmosphere Sky. This is the newest edition of its top-selling air treatment system and allows users to control the device using their smartphone from anywhere in the world.
More consumers are building an interconnected lifestyle in their homes and beyond through personal devices. While many companies are developing products with the Internet of Things (IoT) in mind, Amways Atmosphere Sky home air treatment system is unique in the IoT space because of how its connected system is built. Amways digital investment extends to mobile apps, third-party integrations (like Amazon Web Services) and web apps to support product development for a new unified product experience. Atmosphere Sky has been most directly impacted by this investment thus far, and it is just the beginning of Amways goal to build the connected home in ways that few companies ‘“ if any ‘“ have explored.
Globally, we see marketplace trends in employment and products converging on everything we offer at Amway,’ said DeVos. With our continual investment in products of the future and a strong, proven business plan, there has never been a better time for our business than now.’
Amways top 10 markets, based on 2017 sales, were China, United States, South Korea, Japan, Thailand, Taiwan, India, Russia, Malaysia and Hong Kong.
Amway is an $8.6 billion direct selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutriliteâ„¢ vitamin, mineral and dietary supplements, Artistryâ„¢ skincare and color cosmetics, eSpringâ„¢ water treatment systems and XSâ„¢ energy drinks ‘“ all sold exclusively by Amway Business Owners.
Global sales in 2016 made Amway the No. 1 direct selling business in the world, according to the 2017 Direct Selling News Global 100. The companys annual sales figure includes revenue from direct selling operations and other business holdings.