With the deepening global economic crisis and many enterprises dormant for the winter, Amway, a leading direct selling company, officially launched the brand strategy of "Lighting 2009" in Beijing, showing its full confidence in the future China market.
Amway's luxurious spokesperson lineup appeared later. China Men's and Women's Gymnastics Team endorsed Amway Nutrilite brand, and Yang Wei, Zou Kai and He Kexin, the new Olympic champions, wore award-winning clothes to represent the men's and women's gymnastics team at the press conference that day. At the same time, Amway invited Xu Gehui, a famous program host of Phoenix Satellite TV, Ma Yanli, a famous fashion icon, and Hou Honglan, a famous ballet dancer, to interpret the rich and diverse beauty connotation of artistry from three perspectives: intellectual beauty, artistic beauty and fashion beauty. ...
De Dimit, president of American Amway Company who flew to Beijing specially, was all smiles. He said that although China's economic development has slowed down, it is still a bright spot in the global economy compared with the hardest hit areas such as the United States and Europe. What China lacks at present is mainly confidence, and Amway has launched such a big brand strategic plan here to show its confidence in the China market, and the headquarters will fully support the development of the China market.
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In 2008, China successfully hosted the Beijing Olympic Games, and experienced unprecedented natural disasters and global financial tsunami. In the depressed economic environment, Amway (China) has not only maintained its leading position in the industry, but also made outstanding achievements in brand building with its strong strength.
Amway's popularity in China has been maintained at 65,438+000%, and its reputation has reached 84%. It is a trustworthy brand in the eyes of consumers.
Amway's Nutrilite and Artistry brands have also achieved good results in the fierce market competition. Among them, Nutrilite's market share in the field of nutritious and healthy food reached 12.8%, ranking first. Artistry's market share in the beauty category has reached 4.8%, ranking first among high-end cosmetics brands.
Nutrilite, as the global leading brand of nutritious and healthy food, has been deeply rooted in people's hearts. Nutrilite brand has maintained the first market share for many years, with the highest rate of first mention, and its brand recognition in major cities in China has reached 87%. Artistry is a well-known beauty brand under Amway. Since 1997 officially entered China, Artistry has been among the best in the high-end cosmetics market in China. Always adhering to artistic perfectionism, relying on strong scientific research strength and innate artistic temperament, leading consumers to the forefront of fashion trends.
Zheng Jinfen, head of Amway China, pointed out in an interview, "Amway's performance in China in 2008 is still good. It is estimated that the annual performance will increase by more than 25%, maybe about 27%." Zheng Jinfen said that in recent years, thanks to the rapid economic growth of China, the continuous improvement of marketization and the effective supervision and guidance of government management departments, the direct selling industry in China has achieved a recovery growth. Especially in 2008, the performance of mainstream direct selling enterprises was gratifying, and Amway (China) is expected to break through the highest level in history this year. No pains, no gains. Over the years, Amway has been intensively cultivating in the China market, and has cultivated a huge, high-quality and locked-in loyal customer base with excellent products, strong brands and excellent services, which is the cornerstone to support Amway's continued steady growth in 2009.
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2009 will be a wonderful continuation of Amway.
In the face of all kinds of uncertainties in 2009, Amway has always adhered to the brand-leading strategy, hoping to gather the brilliance of its many celebrity spokespersons, detonate the brand energy and start the brand strategy of "lighting up 2009" against the trend.
At the brand strategy conference of Amway (China) held on the same day, many media reporters turned their eyes to the spokesmen who made their debut.
In 2000, Nutrilite sponsored the China sports delegation and became the only special nutrition for the China sports delegation at the Olympic Games. This time, the China Men's and Women's Gymnastics Team endorsed the Nutrilite brand owned by Amway. Yang Wei, representative of China National Gymnastics Team, said that we learned that Nutrilite is a brand that advocates a healthy lifestyle and a leading brand of nutritious and healthy food. Over the years, Nutrilite has held many large-scale national fitness activities, such as "Nutrilite Healthy Run" and "Junior NBA". These activities let more people experience the concept that nutrition plus exercise equals healthy life. In the future, we will join hands with Nutrilite to actively advocate a more meaningful healthy lifestyle. We are also eager to cooperate with Nutrilite to help us maintain abundant energy and physical strength in our daily intensive training and competitions with better products and advanced scientific and technological strength, to surpass ourselves now, to show the healthy and energetic side of the gymnastics team to everyone and to spread Nutrilite's health concept, because "health is the future".
Xu Gehui, a well-known program host of Phoenix TV, one of Amway Artistry brand spokespersons, summed up the connection with Artistry in three words: "Faithfulness" is a product full of excellent quality because of the integrity of Artistry. It has a history of 40 years since it was born. There are more than 40 patents of/kloc-0 in the world, and more than 500 researchers are focusing on its research and development, so this is the reason. "Big" is because it is exported to more than 80 countries and regions and has a good reputation; "Elegance" is because artistry has been pursuing the beauty of fashion, art and knowledge. This pursuit of elegance is in line with my own inner pursuit ... and I hope to join hands with artistry to pursue healthier and more beautiful.