Nu Skin announces details of its five-year business development plan for mainland China. The company, who specialise in anti-aging skincare and nutritional products, plans to triple the number of stores and sales support centers by 2017 and expanding its direct selling coverage and distribution model to generate higher levels of market penetration.
…said Andrew Fan, president of the company’s Greater China region.
Expand Physical Presence
Nu Skin’s physical facilities plan includes updating existing outlets throughout China and expanding physical locations, with the goal of tripling the number of stores and sales support centers over the next five years. These physical locations will increase the company’s presence over a wider area, providing more effective and comprehensive services to consumers and support to the different channels of product distribution throughout China. In addition, to support growing business needs, Nu Skin has initiated the construction of a new Innovation Park in Shanghai, which will include a new research and development center and increased manufacturing capacity, as well as an experiential and sales support center and regional management offices. This facility is scheduled for completion near the end of 2013.
Build Direct Selling Coverage
Because the geographic scope of its direct selling licenses has been limited, the company’s focus to date has been on its employed sales force channel. Now that the company has been approved to conduct direct selling over a sufficiently broad geographic area, and with the advice of China regulators, Nu Skin plans to expand its direct selling operations. The company also continues to work to expand the number of direct selling licenses in additional provinces.
Extend Distribution Model
In order to reach further into the unique China marketplace, Nu Skin also announced plans to expand its distribution with the addition of “independent marketers” to its existing multi-channel business model. These legally-registered independent business operators are widely used within the direct selling industry in China and would be authorized to operate sales businesses that provide a variety of products and services under the scope of their business licenses. Consequently, the business model of Nu Skin in China will include:
- Employed and contractual sales people who sell products from stores;
- Direct sellers who sell products away from stores; and
- Independent marketers who will sell products from their own place of business.
Andrew Fan concludes,
Source: Nu Skin