With a 62-year history and headquartered in the US, Amway has a marketing network in more than 100 countries and regions around the world. Since its establishment, Amway has committed itself to “bringing consumers a healthy, happy and environmentally-friendly life”.
During the pandemic, Amway actively invested resources to organise different training programmes to teach direct sellers the skills of using social media to promote Amway products using Facebook, Instagram or YouTube live broadcasts. Amway is gearing up to use social commerce more, allowing customers to purchase products online and deliver the goods the next day.
Direct sellers like Amway and Herbalife have their own distinct brand positioning and unique product strengths, while e-commerce in Hong Kong is mainly focused on daily essentials, food and beverages, as well as fashion apparel. Hong Kong consumers still like to go directly with the brand owner when purchasing nutritional and home care products as it is important for them to purchase from trusted brands.
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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 Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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