A call for an upgraded transformation of partnerships
Carl Wen, Director of Event Planning at the National Sales Department, Amway (China) spoke with ITB China News about the company’s vision for MICE tourism
For the past 29 years, Amway has been organising two or three overseas seminars annually. As of December 2023, over 200,000 marketing personnel had participated in 60 sessions of marketing training seminars, including 56 overseas training seminars.
Over the years, the seminars have been held in 24 countries and 44 cities/regions across Asia, Europe, North America, Australia and Africa. Under the guidance of the company’s overall strategy, the brand “See the World with Amway”, carefully crafted by Amway overseas seminars, continues to evolve and be updated.
“At present, in addition to offering rewards, our positioning for overseas seminars is to provide a platform for our marketing partners to show a better lifestyle, allowing participants to experience physical health, social value, personal growth, vital life, and emotional well-being,” said Carl Wen.
In the spirit of enabling marketing partners to present a better lifestyle, Amway has introduced many unique experiential arrangements during their seminars. At the 2021/22 Amway Marketing Elite Overseas Training Seminar in New Zealand, marketing partners were treated to unforgettable adventures including skydiving, mountain freeriding and sailing. This series of experiential activities not only enhanced participants’ understanding and perception of the destinations, but also enabled them to convey images characterised by vibrant and healthy lifestyles on their social media platforms.
Amway also actively incorporates elements of charity and environmental protection into its overseas seminars. During the overseas training seminar in New Zealand, one popular activity was called “Skydiving for Charity”. Each participant who signed up for skydiving donated RMB 1,000 to the Amway Charity Foundation’s “Healthy Children’s Wonderland” project, making a meaningful contribution while jumping from 12,000 feet (approximately 3,650 metres).
Additionally, Amway also promotes green and sustainable environmental protection practices through a series of details, working together with marketing partners to protect the environment – for example, continuously reducing the use of plastic products in preparing seminar materials; publishing relevant posts on the “See the World with Amway” WeChat official account before travelling to encourage partners to bring their own toiletries and minimise reliance on disposable or small-packaged materials, and to remind partners to reduce towel and sheet changes in hotel and limit detergent usage, so as to actively practice energy conservation and emission reduction.
“With the upgrade of the ‘TOTAL WELLNESS’ strategy in 2023, we will continue to convey the concept in seminars, turning attendees into practitioners and advocates of a better life,” said Carl Wen.
When asked about the “key considerations in choosing a destination,” Carl Wen said, “In the past, our primary consideration was reception capacity. Our overseas seminars have always been characterised by their large scale and high demands. However, according to the new strategy, providing attendees with different experiences and catering to their community preferences have become important factors for us to consider and balance.”
Harnessing the efficiency of digital tools
In the digital era, adept use of data analysis software can enhance overall operational efficiency and improve the experiences of journeys. While some suppliers still rely solely on Excel, forward-thinking companies like Amway (China) have embraced technological advancements. Carl Wen elaborated, “We have developed a database to manage seminar data in 2010 and have continuously upgraded it in recent years. It can now enable us to customise mobile apps for electronic information statistics, node management, and process monitoring for marketing partners. This greatly reduces manual effort, improves efficiency, and enables data-based decision-making. Additionally, how to apply Artificial Intelligence(AI) to further improve efficiency and resources integration is also an area worth exploring.”
What’s next for Amway?
Regarding future plans, Carl Wen mentioned that Amway (China) holds a senior marketing manager overseas seminar and a marketing elite overseas training seminar every year. Over the next three years, they will continue to make innovations in destination selection and journey experiences based on this arrangement. 2025 will mark the 30th anniversary of Amway, and in celebration, the company has introduced the “Blooming Garden Plan” and “Outcomes Sharing Plan,” encouraging more marketing partners to participate, experience, and share their feelings, adding a new chapter to their “See the World with Amway” journey towards a better life.
呼唤升级蜕变的合作伙伴
安利(中国)全国业务部活动策划总监闻文接受ITB中国新闻采访,畅谈会奖旅游
29年间,安利(中国)每年都会举办2~3次海外研讨会。截至2023年12月,安利(中国)共有20余万人次的营销人员参加了60届营销人员进修研讨会,其中包括56届海外进修研讨会。
这些年来,安利(中国)举办的研讨会足迹到达亚洲、欧洲、北美、澳洲、非洲的24个国家、44个城市/地区。“安利带你看世界”这个安利(中国)精心打造的海外研讨会品牌,也在公司的整体战略带领下,不断迭代更新。
“目前,我们对于海外研讨会的定位除了最初的奖励以外,更重要的是为我们的营销伙伴提供一个展现美好生活方式的平台,让参与人感受到身体健康、社会价值、个人成长、活力生活、情绪健康。”安利(中国)全国业务部活动策划总监闻文表示。
在帮助营销伙伴传递美好生活的背景下,安利(中国)在研讨会中,推出了很多以往不常见的体验安排。2021/22年度通过在新西兰举行的安利(中国)营销菁英海外进修研讨会,营销伙伴体验了“上天入地下海”的精彩。包直升飞机飞跃皇后镇、在发源地体验刺激蹦极、到库克山40公里极限骑行、在帆船之都驾驶帆船……一系列体验式的活动不仅让参与者增加了对目的地的了解与感知,也通过自己的社交媒体传递出活力生活、身体健康的美好形象。
安利(中国)还在海外研讨会中积极融入了公益、环保元素。新西兰海外进修研讨会期间,有一项非常火爆的行程——天降奇兵公益跳伞。每位报名参与跳伞的伙伴,会为安利公益基金会“健康童乐园”项目捐赠1000元人民币,在12000尺高空为爱而跳。通过这样的公益行程,参与的伙伴不仅感受了独特的高空跳伞,同时也为公益事业做出了贡献。
此外,安利(中国)还通过一系列细节传递绿色和谐环保理念,与营销伙伴一起做好环境保护——例如在研讨会物料中持续减少塑料制品的使用;出行前通过“安利带你看世界”公众号鼓励伙伴们自带洗漱用品,减少使用一次性或小包装材料;提醒伙伴们减少酒店毛巾和床单的跟换频率,减少洗涤剂使用,身体力行节能减排。
“随着2023年安利(中国)升级‘美好生活之花’战略,我们会持续在研讨会中传递美好生活的理念,让出席者转变为美好生活的践行者、传播者。”闻文表示。
在问及“选择目的地时重点考虑的因素”时,闻文表示:“如果是过去,我们首要考虑的是接待能力。规模大、要求高一直是我们海外研讨会的特点。但在新的战略引导下,如何让出席者有不同的感受、如何符合他们的社群喜好,这些问题变成了我们考量、权衡的重要因素。”
数字化时代的破局之道
数字化时代下,面对直销企业的大客流需求,熟练运用数据分析软件的能力,可以提高整体操作效率,提升行程的体验感。目前不少供应商还停留在“Excel走天下”的状态,而安利(中国)选择了积极拥抱数字化和技术变革。闻文介绍说:“2010年我们就开始开发数据库管理研讨会数据,近年来不断升级,目前已经可以定制手机软件,进行营销伙伴电子化的信息统计、节点管理和流程监控。这样大大节约了人力,提高了效率,为决策提供了数据依据。此外,如何应用人工智能提高效率、整合资源,这个问题也同样值得大家探索。”
安利的下一步计划
关于未来的计划,闻文表示,安利(中国)每年会举办一次高级营销经理海外进修研讨会和一次营销菁英海外进修研讨会。未来三年将在此基础上,持续创新目的地选择与行程体验。2025年恰逢安利(中国)30周年之际,安利(中国)增加了“花开满园”、“同享丰盛”计划,鼓励更多营销伙伴参与、感受、分享,让“安利带你看世界”成为书写美好生活的绚丽注脚。