Edited by Search Interview Unit |Amway (China) daily necessities***
Interviewees |Peng Xianwu.
Planning |Guangdong Provincial Food and Drug Evaluation and Certification Technology Association.
As a foreign-funded enterprise, Amway (China) has been rooted in China for 28 years, and has conducted in-depth research on the Chinese market to understand the needs of Chinese consumersConform to the trend of the times and creatively launch personalized nutrition solutions;According to local conditions, the theory of traditional Chinese medicine is perfectly integrated with modern science and technology, focusing on the modernization of Chinese herbal medicine, creating health care products that meet the needs of contemporary people, and helping China's traditional medicine to take wings and go to the world.
Peng Xianwu. 
Peng Xianwu, General Manager of R&D and Technical Regulations of Amway (China) Commodity ***
Amway (China) Commodity *** hereinafter referred to as "Amway (China)") was established in 1995 and is a subsidiary of Amway Inc., a multinational enterprise. Amway's business covers nutraceutical, personal care, home technology, beauty and cosmetics and other fields. Since entering China in 1995, Amway (China) has successfully won the love of consumers with 5 home care products as "stepping stones" with its high-efficiency and environmentally friendly products. Following the launch of the ARTISTRY range of beauty and cosmetics in 1997, the Amway Nutrilite range of nutritional and health foods was also launched.
In recent years, in a difficult environment, many companies in the big health industry are going downhill, but Amway (China) can stand out from the crowd and maintain stable growth in performance. In this regard, Mr. Peng Xianwu said meaningfully: "The outside world thinks that our growth is catching up with the epidemic outlet, but in fact, it is not only that, it is more than the company's transformation and long-term layout in the past 3-5 years. "In the face of the ever-changing market and changing consumer needs, how can Amway (China) keep itself invincible with its forward-looking strategic layout and transformation?
Digital transformation.
With the continuous strengthening of national strength, the purchasing power of Chinese consumers has been continuously enhanced, and the number of middle-class groups has also been growing. For consumers, in the face of a dazzling array of similar goods, it is natural to choose the one that best meets their needs, and Amway (China) is obviously well versed in this.
We can't do research behind closed doors. Mr. Peng said, "Amway (China) has always insisted on going deep into the market and understanding consumer needs. In recent years, there have been two major changes in the market. ”
First, consumer perceptions have changed dramatically. In the past, we aspired to be full, but now, we are looking for well-fed, nutritious, and healthy. Of course, this is the result of a combination of factors. From the policy level, the state used to advocate "first-centered", and now advocates "health-centered";From the perspective of residents, we are facing the problem of an increasingly serious aging society, and at the same time, young people often suffer from some chronic diseases due to unhealthy lifestyle Xi habits. The key to curbing the occurrence of such diseases lies in a healthy lifestyle, including reasonable nutritional supplementation. Therefore, in recent years, the health needs of Chinese consumers have gradually transitioned from "implicit needs" and "passive health" to "explicit needs" and "active health".
Second, people's expectations of health have changed dramatically. Once upon a time, a person was healthy as long as he did not get sick. Modern people's understanding of health is not only not to get sick, but also to want to be better, more energetic, and more spiritual, that is, to maintain a healthy state at the physical, psychological and social levels. Moreover, people have different requirements for health at different stages of life. Even at the same stage of life, the requirements for health change due to the difference in time and space.
Mr. Peng said bluntly: "Market changes have forced enterprises to change their thinking, increase research and development efforts and accelerate technological upgrading. If we remain unchanged, we will definitely be abandoned by the market and consumers. So how can companies transform to meet the needs of consumers?First of all, in terms of thinking, there is a shift from "what products can I provide you" to "what kind of products do consumers need".Second, in terms of action, we will shift from a single product to a product solution. Because it is difficult to effectively solve the needs of consumers with a single product, more often it is necessary to combine different products and services to truly meet the health needs of consumers. It is believed that the transformation of the above two aspects at the same time can provide better services for consumers and promote industrial upgrading and the rapid development of the entire industry.
Digital transformation.
In the past five years, the entire consumer market, especially the nutrition consumer market, has shown broad prospects, but at the same time, the competition in the industry has become increasingly fierce.
The report of the 20th National Congress of the Communist Party of China pointed out that "science and technology are the primary productive forces, and innovation is the primary driving force." "If you want to stand out in the industry, you can't do without innovation, and the most important innovation of Amway (China) is in personalized nutrition. Consumers are not satisfied with the one-size-fits-all consumption model of products in the past, and instead show diversified needs and personalized development trends for nutrition.
Against this backdrop, Amway began to conduct a comprehensive research into personalized nutrition solutions. With the help of advanced subject knowledge and technology in life science, genetic testing, big data, artificial intelligence and other fields, Amway has creatively carried out a special research on personalized nutrition diet2me. This clinical study can provide tailor-made one-stop personalized nutrition solutions according to consumers' different dietary Xi habits, life Xi habits, gene expression, biochemical testing indicators, and even usage scenarios, so that consumers can obtain solutions that are more accurate, relevant, convenient and more experienced.
In recent years, personalized nutrition has shown a rapid development trend in the world, and it is expected that by 2025, the industry scale will reach 20 billion. However, it is worth noting that personalized nutrition, although it represents the future of nutrition development, is still in its infancy. Therefore, in March this year, Amway (China) joined hands with industry associations and experts to jointly release the "Expert Advice on Personalized Nutrition Development", in order to establish some standards or guidelines for the industry, so as to help this emerging industry model be implemented in China as soon as possible. Amway (China)'s innovation in personalized nutrition is expected to lead the high-quality development of the industry on the one hand, and on the other hand, it also demonstrates the company's keen insight and competitiveness in the same industry.
Digital TransformationIn the field of nutrition and health care, Amway has four major tracks, namely vitamins and minerals, proteins, Chinese herbal medicine series and probiotics. There are several major R&D centers in the world, and the R&D centers in the East are located in Shanghai, Wuxi, Guangzhou and South Korea.
The distribution of R&D centers is tailored to local conditions and complements each other's strengths, and Amway uses the advantages of each region to conduct product development. China is the birthplace of traditional Chinese medicine and has a long history and cultural heritage of 5,000 years. Therefore, it is not surprising that the R&D centers in Guangzhou and Shanghai have become the research bases for Amway's traditional Chinese medicine modernization and Chinese herbal medicine products.
Amway (China) adheres to the concept of science-based product design. In the formulation design of Chinese herbal medicine products, two concepts are followed: one is to inherit the traditional Chinese medicine health culture concept. The second is to introduce modern medicine and science and technology, and organically combine traditional Chinese medicine health culture with modern science and technology, so as to realize the modernization of traditional Chinese medicine. During the 13th Five-Year Plan period, Amway (China) and Beijing University of Chinese Medicine jointly undertook the sub-project "Research and Standard Research System of Chinese Herbal Health Food" under the key research project of the Ministry of Science and Technology - "Modernization of Traditional Chinese Medicine". The completion of this project is of great significance, which not only establishes a complete set of standards and evaluation systems in the field of traditional Chinese medicine health food, but also helps such products to become standardized, modernized and internationalized.
If the herbs are good, the medicine is good. It can be seen that the quality of medicinal materials directly determines the quality of products. In terms of ensuring the authenticity of medicinal materials, Amway (China) adheres to the principle of "four correct", that is, the right variety, the right planting method, the right growing environment and the right extraction process. In addition, in terms of breeding, Amway (China) actively cooperates with national scientific research institutions to cultivate new varieties of Chinese herbal medicine. For example, Amway (China) has cooperated with the National Space Breeding Research Institute to jointly build the "Nutrilite Plant Space Warehouse". The space warehouse can set the growth environment completely according to the needs of the plant, and can collect the very subtle growth state of the plant without destroying the plant itself, so that it can be maintained at the best growth level, which can be called "smart breeding black technology".
In terms of R&D of Chinese herbal health foods, Amway (China) successfully built the first "Smart Herb Materia Medica" platform in the health food industry in 2022 to facilitate the efficient R&D of herbal health foods. Since the establishment of the platform, Amway (China) has successfully developed and launched a number of products through the platform, such as the Moist Drink, Baoming Beverage and Baowei Beverage in the Nutrilite Han Essence series, which have been well received by consumers once they were launched. These products are not only listed in China, but also have gone overseas, successively listed in the United States, Southeast Asia, Japan, South Korea and other places, and have also won the unanimous love of overseas consumers. In addition to the charm of Chinese traditional culture, the most important reason why health food with Chinese herbal medicine as raw materials can go abroad is its excellent efficacy. Mr. Peng proudly said, "In the future, we will continue to launch more Chinese herbal health products through this platform to serve consumers around the world." Let China's traditional Chinese medicine plug in its wings and go to the world, so that more consumers can realize our Made in China and Chinese wisdom. ”
Digital transformation.
Talking about the elements of high-quality development, Mr. Peng said bluntly, "At present, high-quality development in our China, I think it is a once-in-a-lifetime opportunity. "First of all, without manufacturing, there can be no high-quality development. It is precisely our China, since the reform and opening up, through its own continuous exploration, improvement and upgrading, that has now formed a perfect industrial system and an advanced manufacturing base. Not only that, unlike foreign talents, which focus on lawyers, doctors, finance and other professions, China's engineering team is full of talents, providing strong support for China's manufacturing industry.
To achieve the high-quality development of the health food industry, we should also focus on the formulation of standards and the development and upgrading of advanced manufacturing equipment.
As the saying goes, "it is difficult for a good woman to cook without rice", no matter how good the product design is, if there is a lack of corresponding equipment to industrialize it, it will not help. If you rely on old equipment for production alone, you will not be able to achieve high-quality development in production efficiencyBlindly relying on imports will also be a lot of cost input for enterprises. Therefore, Mr. Peng said frankly, "High-quality development must be a systematic project that requires all aspects of the industry to go hand in hand and work together." Judging from the current emphasis on high-quality development at the national and provincial levels, I am full of confidence in the future of the industry. ”
As a foreign-funded enterprise, Amway (China) has been rooted in China for 28 years, and has conducted in-depth research on the Chinese market to understand the needs of Chinese consumersConform to the trend of the times and creatively launch personalized nutrition solutions;According to local conditions, the theory of traditional Chinese medicine is perfectly integrated with modern science and technology, focusing on the modernization of Chinese herbal medicine, creating health care products that meet the needs of contemporary people, and helping China's traditional medicine to take wings and go to the world.
It is believed that Amway will bring more and better products to consumers in the future.