Competitive Landscape
Amway Transforms Trust and Experience to Extend Sales Lead
Direct selling remains concentrated, with Amway (China) Co Ltd increasing its share to 23% in 2025, further extending its leadership over its competitors. The top three companies—Amway, Infinitus (China) Co Ltd, and Perfect (China) Co Ltd—collectively account for a significant portion of total value, reinforcing the channel’s consolidated structure.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in China?
- Which are the leading retailers in Direct Selling in China?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in China - Category analysis
Key Data Insights
Growth of Foods Direct Selling Signals Shift in Consumer Priorities
Growth of Foods Direct Selling Signals Shift in Consumer Priorities
Amway Leverages Edutainment to Rebuild Trust and Boost Engagement
Leading Companies Intensify Transparency Efforts to Restore Consumer Trust
Nutritional and Wellness-Focused Players Outperform as Health Drives Resilience
Hybrid Selling and Digital Tools Modernise Engagement While Preserving Personal Touch
Amway Transforms Trust and Experience to Extend Sales Lead
Retail in China - Industry Overview
Aldi Elevates Value Perception with Gourmet Private Label Launch
Key Data Insights
Aldi Elevates Value Perception with Gourmet Private Label Launch
Bailian Group Transforms Department Store into Youth Lifestyle Hub
Pop-Up Events and Curated Fairs Revitalise Informal Selling
Retail E-Commerce Outpaces All Channels as Instant Retail Expands
Ai-Powered Personalisation and Experiential Spaces Transform Offline Engagement
Cautious Spending and Evolving Values Drive New Strategies for Growth
Bytedance and Jd.Com Accelerate Share Gains as Alibaba Pivots to Instant Retail
Alibaba’S Divestments and Instant Delivery Reshape Competitive Strategies
Informal Retail
Opening Hours for Physical Retail
Seasonality
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Direct Selling research and analysis database.
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