How I Did It... Amway's President on Reinventing the Business to Succeed in China
安利总裁讲述中国禁止直销后，公司如何转型零售、本地生产、品牌广告，最终获新牌照并成为最大市场，年销售额超40亿美元。
When the Chinese government outlawed direct selling, Amway's signature marketing model, the company's executives had to decide whether to pull up stakes or find a new way to sell. They chose to stay put and cooperate. To comply with regulatory changes, the company established conventional retail stores and manufactured products in China instead of importing them from the United States. It changed its entire distributor compensation system. It could no longer rely on word-of-mouth marketing, so it turned to brand advertising. Throughout the process, Amway worked to demonstrate that it would be an honorable corporate citizen in China. Eventually legislation was passed allowing it to return to a direct-sales business model. It received a new license in 2006, and today China is its largest market, with more than $4 billion in annual sales.