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November 16, 2018

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Amway future commitment to Chinese health care

Source: Shanghai Daily | 00:05 UTC+8 November 16, 2018 | Print Edition

America’s leading nutritional and health care company, Amway, brought two overseas nutritional brands to the China International Import Expo last week, showcasing the company’s active engagement and further commitment to the Chinese market and nation’s further opening up and reform.

Amway China vice president, Chen Jia, said the company view the CIIE as a golden opportunity to showcase products which will be introduced into China in the future.

“We’re also using the platform to learn from industries and to better understand consumers’ behavior and trends so we can provide them with the relevant products,” Chen said.

Best known among Amway’s exhibits are the Nutrilite All Plant Protein Powder and Nutrilite Double X Vitamin/Mineral/Phytonutrient Supplement.

Chen, who is also vice president of the Amway Botanical Research Center and of Amway’s China R&D and technical regulatory affairs activities, said: “We have also noticed the trend that consumers are paying more attention to health and wellness and showing greater interest in quality, traceability and the transparency of the products.

“We will continue our efforts in these areas.”

While living in China in the early 20th century, Nutrilite founder Carl F. Rehnborg learned firsthand the power of a plant-based diet.

With the idea of finding a plant-based nutrient supplement, Rehnborg returned to the United States and founded Nutrilite in 1934.

After over 80 years commitment to organic farming and scientific research, Nutrilite now owns four certified organic farms around the world.

Nutrilite is the only global vitamin and mineral brand to grow, harvest and process plants on their own certified organic farms.

Eight of Amway’s XS Energy Drinks were also on display with flavors that are not yet available in the Chinese market.

Amway China vice president Liu Mingxiong said: “Consumers’ expenditure on nutritional supplements are climbing higher than before.

“Higher health consciousness and the consumer group is also growing fast within a wide range of age groups.

“Amway will continue to better meet the needs of consumers through solid research and development works and rigorous scientific empirical testing, the product is iteratively faster, and products that better are introduced.

“This is also the reason Amway brought nutrition and health food to the first expo.”

China has remained Amway’s largest market for the past 16 years and has prospered since it invested US$235 million in its Guangzhou manufacturing facility in 1995.

Benefiting from China’s opening up and reform policy, it has grown steadily and is also deeply rooted in the local market.

With “Health China” becoming a national strategy, Amway sees great potential in the nutritional supplement market, which is expected to reach 180 billion yuan by 2020 compared to 120 billion yuan in 2015.

Amway officially unveiled the US$25 million Amway Botanical Research Center in Wuxi in 2015, and the company has been studying plants associated with traditional Chinese medicine at the site for potential future use in its health and beauty products.

The Amway Botanical Research Center is the latest showcase of Amway’s continuous efforts to research and understand Chinese botanicals to a greater extent, using the most advanced technology and scientific practices, and integrating the findings into Nutrilite products.

Research staff at the Amway Botanical Research Center has also been actively seeking scientific and sustainable ways to grow cistanche tubulosa in Xinjiang, whose extract has been shown to help improve memory, focus and recall, but has been difficult to grow due to geographical restrictions.

At the CIIE booth, Amway also deployed Cheetah GreetBot—a robotic tour guide to introduce the exhibits, to take questions and to serve visitors who were interested in the products on display.

Amway has also been pushing forward offline shopping experience and digital capabilities to cater to a younger generation, which has been a successful strategy in the Chinese market, showcasing an increasingly powerful status of China in the global economy.

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