22:57 (GMT +7) - Friday 25/09/2020


Amway sees potential in Vietnam

Released at: 09:52, 21/07/2019

Amway sees potential in Vietnam

Photos: VET Magazine

Mr. Gan Chee Eng, Amway Regional President of APAC, tells VET about his upcoming visit to Vietnam as well as Amway's development prospects in the country.

by VET reporter

What is the purpose of your visit to Vietnam?

I have worked at Amway for over 25 years, travelling to many places and meeting a lot of people, which is an honor for me. I have always taken on lessons and experiences from the colleagues and partners I meet. The trips were also an opportunity for me to share my learning with young people I meet in new markets, to develop together and improve ourselves every day.

I know that Vietnam is a beautiful and hospitable country, so I’m really looking forward to this visit. The country’s strong development potential makes me feel particularly excited. Vietnam is considered a market of great potential for direct sales in general and Amway in particular. As the Regional President of Amway Asia-Pacific, I hope this trip will provide me with interesting lessons, experiences, and new ideas to help Amway’s global leaders further their development orientation and promote Amway’s activities in Vietnam.

What will you do to materialize Amway’s commitment to sustainable development in Vietnam?

Sustainable development is a common goal and an important goal that Amway Global aims for in every market where we do business. In order to achieve this goal, we need to join hands and contribute towards this goal together with all of our employees and business partners. Each individual has a very important role within that common goal. In our last ten years in Vietnam, Amway has demonstrated a spirit of compliance with the law and contributed to the community through efforts made and methods used throughout its operations.

Amway and the Ministry of Health recently signed a cooperation agreement on the “Nutrition improvement for children under 5 years old” project in the 2019-2020 period. In addition to providing more than 1 million non-commercial Nutrilite Little Bits products to 85,362 young children in Nghe An and Ha Giang provinces, the project also implemented a range of activities to improve knowledge about nutrition among parents and teachers in these areas. The program is within the framework of the Nutrilite Power of 5 campaign that Amway has implemented in Vietnam since 2014. 

Since its official launch in 2014, the Nutrilite Power of 5 campaign has carried out initiatives from Amway to help improve public awareness about nutrition for children. Apart from communications activities on childhood malnutrition, in Vietnam, Amway and the National Institute of Nutrition at the Ministry of Health provided 26,497 Nutrilite Little Bits products for 6,773 children in Bac Giang, Lao Cai, and Thanh Hoa provinces.

Amway also builds a solid foundation for sustainable development in Vietnam by complying with legal regulations, conducting manufacturing activities, and developing the talents of our staff and business partners. Amway also works closely with government agencies and the media to raise social awareness about legitimate direct-selling business vs. scams to enhance consumer protection. Promoting the growth of entrepreneurship to support Vietnam’s sustainable socioeconomic development is also a key area of interest for Amway.

Amway will continue to develop and adapt to the changes in the local marketplace and further innovate to provide high-quality, safe, and eco-friendly products to consumers in Vietnam.

What is your plan to differentiate Amway from the competition, especially in the context of the digital economy?

Along with Industry 4.0, the digitalization of many business sectors has led to an expansion of global e-commerce. This development means many businesses have to adapt to the new external environment to harness these new capabilities and innovate on how to integrate them into their current business models.

In the 2018 Amway Global Entrepreneurship Report (AGER 2018), respondents said they prefer to experience direct customer services rather than through digital channels. For example, in Vietnam, up to 76 per cent of respondents said they would like to experience direct customer care. This is a unique strength of direct-selling companies like Amway, whose business is based on person-to-person relationships. When you strengthen a direct selling company with digital capabilities, it will only help it to grow faster by providing an improved customer experience, so it is no surprise that the direct selling industry continues to grow strongly globally, as it brings great value to consumers. 

New trends in the 4.0 era also pose many challenges for enterprises, forcing them to create suitable platforms to find new customers and also to stay relevant to consumers’ changing habits. This is one of the directions Amway is investing in to adapt to the new era. Amway plans to create digital platforms that aim to provide a best-in-class online shopping experience to consumers and business support to all Amway Business Owners through big data and machine learning platforms. This is one of the directions Amway is investing in to adapt to the new era. 

One of the main target of the 4.0 development trend is to better connect with younger consumers in the marketplace. We have been helping our Amway Business Owners to build digital communities to match their passion in health, beauty, or culinary. We take these communities from online to offline through our innovation in products and support for leaders to create activities to build relationships between each other in their own communities.

What are your ambitions for Amway in Vietnam in the future?

The direct selling industry in Vietnam has major growth potential and Amway can contribute to this growth in a sustainable manner. 

Vietnam has a large population of close to 100 million people and the demographics point to a young and dynamic population that has a strong leaning towards entrepreneurship and striving to improve their lives. Amway’s key business focuses are on the health and beauty segments, which are two fast-growing segments in Vietnam. According to the AGER 2018 report, among the 44 countries surveyed, Vietnam continues to lead in entrepreneurship, with its Amway Entrepreneurial Spirit Index increasing compared to 2017.

All of these key points make us very optimistic about Amway Vietnam’s development prospects, especially as we are the first company to be issued a new MLM license under new Decree No. 40/2018/ND-CP on the management of business activities in the multi-level marketing method, replacing Decree No. 42/2014/ND-CP from 2014.

With a commitment to long-term sustainable development in Vietnam and with continued investments in digitalization, Amway is well poised to achieve its business goals in Vietnam. The goal of Amway is to empower people in order to bring a better life to everyone through our business opportunities and high-quality products. We will continue to do our best to provide consumers with high technology nutrition and beauty products and a great customer experience when you interact with Amway. 

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