According to the Knowledge Economy, July 2019, in the video speech delivered at the 2019 Melaleuca (China) Annual Meeting, Frank VanderSloot, founder of Melaleuca said,  "In the past three years, the growth of Melaleuca has reached an amazing speed, with over 100,000 customers shop at Melaleuca every month." The growth of Melaleuca's global performance is largely due to the rapid development of its Chinese market. Especially since 2018, when the development of China's direct selling industry was once depressed, the performance of Melaleuca (China) has been still able to maintain its growth.

How did Melaleuca (China) make it?

The Consumer Direct Marketing System (CDM) created by Melaleuca provides a new possibility and paradigm for China's direct selling industry.

The so-called consumer direct marketing system refers to the fact that the products of Melaleuca are sold directly to end consumers instead of reaching consumers through traditional channels such as manufacturers, advertisers or distributors. Melaleuca purchases, manufactures and ships their products directly to consumers, which saves the expense in the intermediary link, and provides support for “consumer feedback and shopping rebates”.

Melaleuca's product line now covers a wide range of daily necessities such as household cleaning, nutritious health foods, body care, and skin care. After launching 26 new products in June 2019, Melaleuca (China) has provided more than 380 products to consumers, which can satisfy consumers' various needs for product categories.

What is more, the threshold for becoming a Melaleuca member is relatively low, which is a small purchase, which enhances the chance for Melaleuca to reach more consumers. Moreover, the products of the order must be used by the members themselves and cannot be sold to the outside market. This consumer-oriented and self-purchasing method has brought a huge consumer market to Melaleuca.

According to the data released by the Melaleuca (China) annual meeting in recent years, from 2016 to 2018, the proportion of pure consumers in the Chinese market was respectively 87%, 88.83% and 84.68%. In the case of the industry downturn, Melaleuca still maintains a high proportion of private-use customers.

Melaleuca spends a lot of thoughts on caring for private-use consumers, improving the membership repurchase rate by optimizing products and introducing preferential policies, so that members can purchase products more quickly at a lower price.

It is worth mentioning that Melaleuca (China) has has formulated a consumption quota system of up to 2000 yuan in the direct purchase system, which encourages members to make rational, planned and continuous consumption, so as to avoid members from stocking up and making irrational consumption, thus effectively ensuring Melaleuca's market order. According to industry insiders, this is a highly referential concept that worth learning for many other direct selling companies.

 

In a word, the consumer direct Marketing system established by Melaleuca in the direct sales model has formed a huge consumer market with a low threshold and high repurchase rate, and has differentiated competition effectiveness in the entire industry. Besides, by implementing the consumption quota system, speculative or investment-oriented purposes in China's direct selling industry are removed to some extent.

On May 30, 2019, Melaleuca launched a new investment project at the Signing Ceremony of Big Foreign Invested Projects in Shanghai. Melaleuca will invest in the establishment of a daily chemical production base in Fengxian District of Shanghai, which is currently the largest overseas headquarter of Melaleuca.

Over the past 16 years, China has become the most important international market for Melaleuca. In 2018, Xu Wei officially took the helm of Melaleuc (China) and became the first professional manager trained in the Chinese domestic market, which shows that Melaleuca attaches great importance to the Chinese market.

“Melaleuca (China) has continued to grow for 10 years, and the number of members has increased by 28 times.” At the 2019 annual meeting, Xu Wei announced the growth of Melaleuca's membership in China as of December 2018.

The Chinese Source:

美樂家 打造消費者直購系統

據《知識經濟雜志》2019年7月報道，在2019年美樂家（中國）年會上的視頻演講中，美樂家創辦人范德士談到：“過去三年，美樂家的成長達到了令人驚嘆的速度，每月都有超過10萬名顧客在美樂家購物?！泵罉芳胰驑I績的成長，很大一部分來源于其中國市場的快速發展。尤其是在2018年以來，中國直銷行業發展一度低迷沮喪的情況下，美樂家（中國）業績依然能夠保持業績增長。

那么，美樂家（中國）是如何做到的？

美樂家打造的消費者直購系統（CDM，Consumer Direct Marketing），為中國直銷行業提供了一種新的可能性和范式。

所謂消費者直購系統，是指美樂家的產品不是經由制造商、廣告商或者分銷商等傳統渠道抵達消費者，而直接面對終端消費者進行銷售。由美樂家直接采購、制造與運送產品至消費者手中。這省去了美樂家在中間商環節的費用支出，為其“消費回饋、購物返利”提供了支撐。

美樂家的產品線如今已覆蓋了家庭清潔、營養健康食品、身體保養、化妝護膚等多種生活日用品品類。在2019年6月推出26款新品后美樂家（中國）為消費者提供的產品已超過了380款，可以滿足消費者對產品種類的多方面需求。

另一方面，成為美樂家會員的門檻相對較低，屬于小額報單，這為美樂家接觸到更多消費者提供了廣闊的空間。而且，報單的產品，必須用于會員自己消費，不能對外銷售。這種引導消費型的全員自購方式，為美樂家帶來了龐大的消費市場。

根據近幾年美樂家（中國）年會發布的數據顯示，2016年至2018年，其中國市場的純消費顧客占比分別為為87%、88.83%和84.68%；在行業市場低迷的情況下，美樂家仍保持較高的純消費顧客占比。

美樂家把大量的心思花在照顧純消費者身上，通過優化產品、推出優惠政策等措施，提高會員復購率，讓會員多快好省地購買產品。

值得一提的是，美樂家（中國）在直購系統中制定了最高2000元的消費限額制度，鼓勵會員理性、計劃性消費和持續消費，以避免會員囤貨、不理性消費，從而有效保證了美樂家的市場秩序。業內人士表示，這種理念值得很多直銷企業學習。

一言以蔽之，美樂家在直銷模式上打造的消費者直購系統，以低門檻、高復購率的全員自購方式形成龐大消費市場，在整個行業產生差異化競爭效力；而且，其輔以消費限額手段，某種程度上也去除了中國直銷行業投機性或投資性目的過強的因素。

2019年5月30日，美樂家在上海市外資大項目集中簽約儀式上，啟動了新的投資項目——美樂家將在上海市奉賢區投資建立日化生產基地，這是目前美樂家總部在海外最大的日化生產基地。

十六年來，中國市場已經成為美樂家最重要的國際市場。2018年，許瑋正式掌舵美樂家（中國）、成為第一位中國本土市場培養起來的職業經理人，由此可見美樂家對中國市場的重視。

“美樂家（中國）已經持續成長了10年，會員人數增長了28倍?！?/span>2019年年會上，許瑋公布了截至2018年12月美樂家在中國的會員增長情況。