Amway is a representative brand famous for its green health, and its products have always been green and pollution-free. No matter in Amway's marketing manual "New Attitude" or in the training class of "Amway people", most of the plants displayed are green, which is no different from the advertising pictures displayed by Master Kong's green tea.

Let's compare toothpaste and see where the "basic point" of Amway's green health is. In the description of an Amway multi-effect fluoride toothpaste, the author described its uniqueness as follows: "Daily use helps to remove dental stains; Contains unique cleaning ingredient Sylodengt, which can prevent tooth decay, whiten teeth and not damage enamel; Contains sodium fluoride, which can help strengthen teeth and prevent tooth decay; Mint flavor, fresh breath. " Here, I only see a clean and bright Sylodengt. As for what special effect this is, I consulted most people, including friends who graduated from medicine and Amway people who have received advanced training in Amway. Most of them can't tell this ugly story. In contrast, Crest is the leading brand in China toothpaste industry. When promoting its own technical advantages, it emphasized: "Crest Institute of Oral Care (CRI), fluoride toothpaste has the functions of preventing decay, making teeth stronger, preventing oral odor and keeping the mouth fresh and clean. After repeated experiments, Crest insists on using high-grade soft silicon as friction agent, with smooth and delicate particles, which is suitable for cleaning teeth and reducing tooth wear. It is genuine and worth the money. "

In these two explanations, as ordinary consumers, we can't know what the unique selling points of Amway products are. In the toothpaste market with the theme of green health, softness and moth-proofing are the most conspicuous keywords. When selling Amway toothpaste, Amway salespeople always do an experiment: squeeze a little bit of Amway and a certain brand of toothpaste on a cardboard at the same time, and then gently rub it with two fingers at the same time. After more than a minute, the cardboard under Amway toothpaste was as fresh as ever, except that the cardboard under a certain brand of toothpaste was rubbed off. When Amway salespeople explain the direct consequences of this result to our consumers, it seems that they are fully promoting the wear of toothpaste other than Amway products on our teeth. It stands to reason that toothpaste plays the role of lubrication and cleaning when we brush our teeth, and it also needs a certain amount of friction. When the author raised a question about this question, Amway's marketing staff didn't know how to answer it.

Let's take a look at Amway's Ami Moisturizing Body Wash: "It contains glycerin and honey to make skin smooth and soft. Can be used for bathing, bubble bath or hand washing, and is suitable for the whole family except babies. " What kind of "green health" can these products bring to consumers without any wonderful formula and panacea?

Second, what should be used to maintain Amway's marketing selling point?

What makes me think is that as a representative of direct selling enterprises, Amway plays an important role in realizing the reform of domestic marketing channels. What do you do to maintain Amway's marketing selling point?

An "Amway man" who lost the Amway career is still talking about many benefits of the Amway career. However, when the author explained the reasons for the failure of her Amway career, she thought for a long time before saying the following sentence, which seemed to tell the secret. "To do Amway, you must have a wide range of people. People who work in the front line of service like me know ordinary people. Who will spend more than 40 yuan on a toothpaste, and how can they spend 100 or even 400 pairs on Nutrilite? "

When the author explained to her that we can promote the unique advantages of Amway products by entering the specialty store and take the road of supermarket development, she said with a wry smile: "Without acquaintances, who would believe it?" Such a simple conversation seems to show us that Amway's direct selling model has not yet broken away from the "relationship marketing" model of the circle of acquaintances who "pulled, tied and coaxed" in the original pyramid scheme. In fact, when we promote products with acquaintances, we will get immediate benefits by overdrawing the "trust fund" we have established for many years. When friends insisted on wooing the author to participate in Amway, they took a fancy to the author's extensive friends, most of whom belonged to the upper-middle class in the city and belonged to the group that could afford Amway products. Personally, I think the quality of Amway's products is not bad, but the real selling point seems to be lacking, and the only thing that stimulates Amway people to join Amway seems to be a relatively complete and open bonus system.

A colleague who was forced by a friend to spend 1800 to buy a whole set of Amway products said this when complaining to the author, "My sisters who have been good for many years have changed since they became Amway. The most common thing for them to meet is not to talk about our feelings and similar interests, but to promote Amway again and again. As a result, I didn't dare to avoid being taken to an unfamiliar friend, which made me very embarrassed. How long can this model of maintaining Amway business marketing channels at the expense of credit resources stand the test?

According to the host who attended the "Amway Marketing" training meeting, Amway is actively contacting domestic mobile phones such as Haier and Lenovo in the household appliances and IT industries, and has reached an agreement on the sales of powerful brands such as Haier and Lenovo, and sold them directly to consumers through the Amway model.

However, if Amway sells home appliances by direct selling, how many people will buy them? If there is a lack of store-style business channels and only rely on the way of human promotion, I am afraid that not many people will recognize it. Among the several people randomly surveyed by the author, they all said that even if they have great faith in their friends' character, they will not simply choose through their friends' sales, because home appliances are not like health care products and daily consumer goods, and the inadequate safety and service are related to the interests of the whole family.

Third, how to test the golden point of "cost performance"?

When we buy things every day, we always like good quality and low price, because it directly represents the golden point of cost performance. According to the principle of economics, when a brand forms a monopoly, it is easy to form a profiteering industry. Although there are Amway, Perfect, Ruxin, Mary Kay, Tiens, Sunrider and other direct selling health care products brands. , are successful direct selling brands, but these products belong to health care, skin care and daily consumer goods. If you want to distribute black and white home appliances or digital home appliances, it seems that you need to explore a more suitable channel model.

The lady who runs the counters of Avon and other international brands in a large supermarket told the author: "Compared with our brand, Amway's products are completely inappropriate in cost performance. Take an Amway toothpaste as an example. At best, the cost price is about 15 yuan, which is a high-end brand in the domestic toothpaste market, and its 42 yuan price is actually exploiting most of the profit margin. " Miss Huang, who has been engaged in Amway products for two years, also agrees with this statement. She has always been very supportive of her friends' career, and Amway has spent about 6000 yuan before and after. According to Amway's marketing staff, an Amway toothpaste from 42 yuan can be used for about 10 months, while a toothpaste from 8 yuan can only be used for about one month. According to this rule, it is absolutely cost-effective to buy Amway products, but this is not the case. Miss Huang said that she bought about 10 toothpaste in less than two years. Although Amway's friends told her to use only a little toothpaste at a time, she lost the pleasure of brushing her teeth, just like a shower gel. If there is no bubble bath, she will lose the fun of taking a bath. It seems that years of habits can't be changed at once.

Let's compare daily vitamin E with Nutrilite products. Vitamin E, also known as tocopherol, is a commonly used medicine and nutritional health product, which is mainly used to regulate gonadal function, promote metabolism, improve work order, reduce fatigue, strengthen oxygen production in human tissues, prevent cholesterol deposition and prevent thrombosis (according to Sanjiu Health Network). However, experts also show that if the daily dose reaches 400-800 mg for a long time, it will cause blurred vision, breast enlargement, headache, dizziness, nausea and stomach cramps.

The author saw two kinds of vitamin E drugs in a drugstore. One is "Lion" brand natural vitamin E capsules, each capsule contains d-α tocopherol and acetate 0. 1g, so a bottle of 30 capsules only needs 2 1. 10 yuan. Nutrilite wheat germ oil nutritional capsules cost 4 15 yuan, and each capsule contains vitamin E 18mg, so the cost performance of Amway products is far from reasonable.

Just as the author was in a hurry to put forward this article belonging to Amway, I saw the soft article "Amway Launches Nutrilite Global Raiders" promoted by Amway in the local media. The propaganda called "Journey of Nutrition Exploration" seems to be advocating that Amway products will be pulled down by half in the domestic health care products market.

Fourth, the impeccable bonus system support point?

According to the analysis of Amway 12 "Perfect Bonus System", as a direct seller, you can get a 20% discount on the product and a 20% profit rate can be fed back to the direct seller. This seems to be no different from traditional sales such as home appliances, but in fact, more direct sellers simply don't care about this 20% profit, because they only pay attention to the 4% leadership award and 2% ruby that can be given after the sales increase. Will this parasitic bonus system established at the expense of personal credit be as beautiful as this "sunrise" Amway career? After sacrificing or even overdrawing considerable interpersonal credit, can "people who belong to Amway" still be satisfied with the unfulfilled dream of crown ambassador?

Without the support of credit, can "people who belong to Amway" travel and enjoy happily in the life track of family friendship?