安利董事長怎麼看直銷大綱
Amway surpassed Avon Products AVP 3.47% in 2012 to become the world’s largest direct-selling company, thanks to a steady, drama-free international expansion over the years into key markets like China, a bigger focus on nutrition products, which are less prone to sales fluctuations than beauty products, and the ability to attract and keep sales representatives (whom Amway calls ABOs, for ‘Amway Business Owners,’ and who now number 3 million.)
安利於2012年超過雅芳，成爲全球最大的直銷公司，這得益於過去數年間，安利一直在穩步地拓展中國等關鍵市場；更專注於銷售波動比美容產品小的營養產品；以及吸引並留住銷售代表的能力（安利稱銷售代表爲“安利事業合作伙伴”，現已達到300萬人規模）。
In 2013, its sales rose 4.4% to $11.8 billion, helped by growth in China, its biggest market, and one where Avon’s business has collapsed since a big bribery scandal hit that company a few years ago. (Avon’s business is struggling in almost every key market.)
中國是安利最大的市場。2013年，得益於中國市場良好的業績表現，其銷售額增長了4.4%，達到118億美元（約合728.4億元人民幣）。而雅芳則因幾年前的一起鬧得沸沸揚揚的賄賂醜聞，業績大幅下滑。（雅芳的業務幾乎在各個關鍵市場都是步履維艱。）
As a privately owned company, Amway has been spared the drama that has slammed some of its other direct-selling peers that faced regulatory and investor scrutiny: personal care products maker Nu Skin EnterprisesNUS -3.63% was fined earlier this year by Chinese authorities over its product claims, while nutrition company Herbalife HLF -0.10% is in the throes of a battle with activist billionaire investor Bill Ackman, who claims it is operating an illegal pyramid scheme.
作爲一傢俬有企業，安利得以避免了其他一些直銷公司因監管和投資者監督帶來的麻煩。例如，今年年初，個人護理產品製造商美國如新集團（Nu Skin Enterprises）因誇大產品功效遭到中國監管當局罰款。營養品公司康寶萊（Herbalife）則深陷與億萬富翁維權投資者比爾o阿克曼的苦戰之中；阿克曼聲稱康寶萊從事非法傳銷。
Amway Chairman Steve Van Andel, the son of one of the company co-founders, recently spoke with Fortune about criticisms of the direct-selling business model, its China success, and the next step in Grand Rapids, Michigan-based Amway’s international expansion. Van Andel, who recently served as the Chairman of the U.S. Chamber of Commerce, also addressed the value of “Made in the U.S.A.” and the prospects of more manufacturing coming back to the U.S.
安利公司董事長史提夫o溫安洛的父親是安利聯合創始人之一。在最近接受《財富》採訪時，溫安洛談到了直銷商業模式遭受的種種抨擊、安利在中國的成功以及安利未來的國際擴張計劃。安利總部位於密歇根州大急流城（Grand Rapids）。前不久曾擔任過美國商會（U.S. Chamber of Commerce）主席的溫安洛先生還就“美國製造”的價值及更多的製造業迴歸美國的前景發表了看法。
What is Amway’s take on some of the attacks on the direct-selling model?
面對外界對直銷模式的抨擊，安利是怎樣看待的？
“Every industry has its critics, but a lot of the talk that happens today is more of a financial thing. Somebody’s looking more at how to drive a stock price up or down, than it really has to do with the business itself.”
“每個行業都會受到批評，但現在人們談論的更多的是與錢有關的事情。一些人更看重如何把股價擡高或壓低，而不是企業經營本身。”
“We continue to have thousands and thousands more (sales representatives) come on every day, so there are a lot people who really like the business and the business model for the industry.”
“每天仍然有數千名銷售代表加入安利，這也證明，很多人非常樂意去幹這一行，而且也喜歡這種商業模式。”
You have begun to do clinical trials on some of your nutrition products (which make up 45% of sales compared to 25% for beauty and 24% for home goods)—in the absence of medical claims, you are not required to, so why do it?
安利已開始爲一些營養品（營養品的銷售佔銷售總額的45%，美容產品佔25%，家居用品佔24%）做臨牀試驗。然而，安利並沒有稱這些營養品有藥用功能，因此也就不用做臨牀試驗，那麼爲什麼要做呢？
“We’re even starting to do clinicals on a lot of our nutrition products in much the same way that the healthcare industry does clinical trials—to show efficacy, and it’s something that no one’s ever really done before.”
“我們準備採用類似於醫療保健行業所採取的方式，來爲很多營養品做臨牀試驗，目的是證明產品的功效。之前沒有人這樣做過。”
China is your biggest market. Some other direct sellers, notably Avon, have stumbled badly—what did Amway do right?
中國是安利最大的市場。一些直銷企業，特別是雅芳，在中國栽了大跟頭。您認爲安利什麼地方做的好？
“Not only are the employees Chinese, but the face of the business is Chinese too. We always took the approach from the beginning that we need to make to（此處原文可能有筆誤）sure that when people look at our business, even though they know it’s a U.S. business, they know it’s been adapted to China.”
“在中國，不僅安利的僱員是中國人，企業形象也進行了本土化。我們從一開始就一直在使用這種做法，以確保當人們看安利的時候，即便他們知道這是家美國企業，也清楚它已經適應了中國市場。”
You get 90% of your sales abroad—what are some of the still untapped markets for Amway?
安利90%的銷售額是在美國以外的市場取得的。還存在哪些有待開發的市場？
“There are a couple of areas where we could do better—particularly in Latin America. We’re not doing as well as I think we should do. Our focus in the last decade has really been Asia—there continues to be a lot of opportunity in Asia, but at least we are now well grounded there, whereas we may be not as well grounded in Latin America.” (Brazil is now Avon’s largest market and a fast growing one for beauty products in general.)
“在一些地區，特別是拉丁美洲，安利其實能做得更好。安利的業績表現並沒有達到我的預期。過去十年我們確實將重心放在了亞洲——現在亞洲仍然存在很多機會，但至少我們已經在那裏站穩腳跟，但安利在拉丁美洲的基礎可能沒有像亞洲那樣穩固。”（巴西是雅芳最大的市場，同時，對整個美容產品行業來說，巴西也是一個增長較快的市場。）
How about Russia, a notably promising beauty market but a turbulent place for Western companies?
俄羅斯怎麼樣呢？俄羅斯的美容產品市場前景光明，但在西方國家公司的眼中並不是個穩定的市場。
“Anybody that’s in Russia or Ukraine right now, it’s always a little bit tenuous—and it’s a little bumpy—that’s part of doing business there, You have to accept that.”
“對於目前在俄羅斯和烏克蘭做生意的任何人來說，境況總是有點不盡人意，也不是那麼一帆風順。對於在俄羅斯經商來說，這是一種常態。你必須接受這個現實。”
Amway is opening four new U.S. manufacturing facilities- why is ‘Made in the USA’ important?
安利計劃在美國新開4家工廠。爲什麼“美國製造”意義重大？
“We listen to our customers, and when it comes to nutrition products, they like nutrition products that are made in the U.S.”
“我們願意傾聽顧客的意見。當談到營養品時，他們希望是在美國生產的。”
“For us, Michigan is just a natural place to go. Sure we can look at different places in the U.S., but nutrition is not an easy thing to manufacture—and we’ve already got some based there.”
“對於安利來說，密歇根州自然是首選之地。當然，我們也可以在美國其他地方建廠，但營養品生產並不是件容易的事情。而且，我們在密歇根已經有一些工廠了。”
Put on your U.S. Chamber of Commerce hat for a minute—can U.S. manufacturing come back in a big way?
從美國商會主席的角度出發，您認爲製造業會大規模迴歸美國嗎？
“They’ve lost more manufacturing jobs by becoming more productive. Everybody’s way more productive now in the facilities they have. I’m not sure that that will ever come back- I think people are going to try to be as efficient as they can.”
“隨着生產率的提高，製造業的工作崗位卻更少了。所有工廠的生產力較以往都有大幅提升。至於製造業是否會迴歸美國，我難以給出答案——但我認爲人們會盡一切努力提高效率。”（財富中文網）
