Amway China

What Amway China does

Amway China (安利(中国)日用品有限公司) is a wholly-owned subsidiary of U.S.-based Amway Corporation and one of China's largest licensed direct selling operators, headquartered in Guangzhou since its 1995 market entry with over 8,000 employees (99.5% local hires, 55%+ women). The company distributes 400+ products across seven brand lines — including Nutrilite nutritional supplements (heritage since 1934), Artistry cosmetics, XS energy drinks, eSpring and Yixin water/air purifiers, and personal care — through a three-tier direct selling network of Direct Sales Representatives (直销员), E-commerce Promoters (安利e商), and Dealers (经销商).

Name

Amway China

Legal name

安利（中国）日用品有限公司

Website

https://amway.com.cn

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Amway China is a licensed direct seller distributing 400+ health, nutrition, beauty, and home care products via proprietary digital platforms, 212 retail stores across 211 Chinese cities, and a multi-tier network of direct sellers and e-commerce promoters serving Chinese consumers.

Ownership category

akta.pro rank

Product category

Health & Wellness Direct Selling

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

Keywords

• Direct selling network
• Nutritional supplements
• Personal care products
• Home water purification
• Social commerce platform

Headquarters

HQ city

广州市, 广东省

HQ country

China

HQ region

Asia

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Direct Product Sales via Direct Sellers: Amway China generates revenue primarily through direct product sales. Direct sellers (直销员), e-commerce promoters (安利e商), and dealers (经销商) purchase products from Amway at wholesale prices and sell to end consumers. Sales representatives earn commission based on actual product sales volume; e-commerce promoters earn commissions when consumers purchase through their product links.
2. E-commerce Platform Sales (安利云购/安利微购): Online platform sales through proprietary e-commerce sites and WeChat ecosystem, handling 80% of Amway China's business volume.
3. Direct Store Sales (直营店铺): Sales through 212 company-owned stores across 211 cities in China, providing walk-in customer purchases and experience center services.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Amway China manufactures and sells branded consumer health, beauty, and home care products through a regulated direct selling network. Its core portfolio spans Nutrilite nutritional supplements, Artistry cosmetics and skincare, XS energy drinks, Amway Home air and water purification appliances, and Personal Care lines (Yami body care, Siting hair care, Lijian oral care). Products are distributed via licensed direct sellers, e-commerce promoters, dealers, proprietary digital platforms (Amway Cloud Purchase, WeChat Purchase), and 212 retail stores across China.

Product overview

Amway China operates as a direct selling company offering a comprehensive portfolio of health, beauty, and home care products. The product ecosystem centers around seven major brands: Nutrilite (纽崔莱) for nutritional supplements and vitamins; Artistry (雅姿) for cosmetics and skincare; XS for energy products; Home Science Technology (家居科技) for air and water purification appliances; and Personal Care (个人护理) for body, hair, and oral care. The company operates through a multi-channel distribution model combining direct selling, proprietary e-commerce platform (Amway Cloud Purchase/安利云购), and company-owned retail stores, providing over 400 health-focused products to Chinese consumers.

Differentiator

Problem solved

Functional benefit

Brands

• 纽崔莱 (Nutrilite): Nutritional and health food products - the company's flagship health supplement brand established in 1934
• 雅姿 (Artistry)
• XS
• 逸新 (eSpring)
• 益之源 (eWater)
• 安利云购
• 安利微购
• 安利易联网

Products and services

• Nutrilite (纽崔莱) Nutritional Supplements Branded line of nutritional and dietary supplements including vitamins, minerals, plant-based herbal extracts, and protein products formulated for health maintenance and wellness. Targeted at health-conscious consumers and families in China.
• Artistry (雅姿) Beauty and Skincare Premium skincare, color cosmetics, and personal beauty care products positioned for the mid-to-high-end Chinese consumer.
• XS Energy Drinks Sugar-free energy drinks and related functional beverage products marketed to active consumers in China.
• Amway Home (家居科技) Home Technology Home technology products including air purifiers, water purifiers, and household cleaning appliances designed to support healthy living environments for Chinese households.
• Personal Care (个人护理) Personal care product line covering body care, hair care, oral care, and antibacterial cleaning products for everyday consumer use.
• Yami (雅蜜) Body Care Series Body care products containing natural honey and pure glycerin for gentle skin moisturizing and care, sold under the Yami sub-brand within Amway Personal Care.
• Siting (丝婷) Hair Care Series Hair care products utilizing skincare-quality ingredients for hair cleansing, moisturizing, repair, and styling, sold under the Siting sub-brand.
• Lijian (丽齿健) Oral Care Series Oral care products including toothpaste and mouthwash for dental cleaning, fresh breath, and oral health, sold under the Lijian sub-brand.
• eSpring Water Purifier Pro (益之源净水器 Pro) Next-generation home water purification system under the eSpring brand, offering improved multi-stage filtration and smart features for Chinese household water treatment.
• Yixin Air Purifier SKY1 (逸新空气净化器 SKY1) Home air purifier featuring advanced multi-stage filtration technology for removing pollutants and improving indoor air quality in Chinese households.
• Nutrilite Clear You Zhi Probiotic (纽崔莱清幽植萃益生菌) Plant-based probiotic supplement under the Nutrilite brand targeting gastric health, positioned for digestive wellness and daily stomach care among Chinese consumers.

Quantifiable outcome

• 99% customer satisfaction rate (2014)
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered major and core.

• 70周年北京市领导小组志愿者指挥部 (70th Anniversary Beijing Leadership Volunteer Command)majorGTM or Marketing Partner · 1 January 2019In 2019, 228 Amway volunteers participated in volunteer services for the 70th anniversary of the founding of PRC celebrations. Amway was the only foreign company volunteer unit recognized, receiving official commendation letters.
• 中国发展研究基金会 (China Development Research Foundation)coreStrategic or Co-development Partner · 1 January 2016Co-initiator of the '为5加油 - 学前儿童营养改善计划' (Fight for 5 - Preschool Child Nutrition Improvement Program) in 2016. Project provides free nutritional supplements (多益点营养咀嚼片) to 80,000+ children aged 3-5 in 11 provinces, distributing over 30 million supplement tablets.
• 中国疾控中心 (China CDC)majorStrategic or Co-development Partner · 1 January 2016Partnered with China CDC and Chinese Academy of Sciences in 2017 to conduct physical examinations and comparative studies on 1,200+ children in Hunan, Qinghai, and Shanxi provinces as part of program evaluation.
• 中国营养学会 (Chinese Nutrition Society)majorStrategic or Co-development Partner · 1 January 2014Partner in the Fight for 5 (为5加油) program. Also partnered in establishing the 纽崔莱儿童营养公益研究院 (NUTRILITE Children's Nutrition Research Institute), China's first professional platform for child nutrition research and funding, with cumulative expenditure of 4.5 million yuan.
• 安利公益基金会 (Amway Public Welfare Foundation)coreOthers · 1 January 2011Amway (China) donated 1 billion yuan to establish the Amway Public Welfare Foundation in 2011. It is China's first non-public foundation managed by a multinational corporation and supervised by the Ministry of Civil Affairs. Focuses on nutrition and education for impoverished children in China. Cumulative donations: 406.59 million yuan; cumulative expenditure: 323.28 million yuan.
• 中国关心下一代工作委员会 (China关工委)coreStrategic or Co-development Partner · 1 January 2011Co-founder of the '春苗营养计划' (Spring Seedling Nutrition Program) in 2011, aimed at improving nutrition for left-behind children in rural boarding schools. Built 3,856 kitchens across 22 provinces benefiting 1.94 million children. Total investment: 229 million yuan.
• 中华环境保护基金会 (China Environmental Protection Foundation)majorStrategic or Co-development Partner · 1 January 2009Co-organizer of the '安利环保嘉年华' (Amway Environmental Carnival) since 2009. Interactive environmental education theme park. Has reached 117 cities, held 203 events, with 1.3 million families and 3.2 million public participants. 15,440 volunteers contributed 243,853 hours.
• 2007上海世界特殊奥林匹克运动会筹备中心 (2007 Shanghai World Special Olympics Preparatory Center)majorStrategic or Co-development Partner · 1 January 2007Donated 6 million yuan in 2005 for the 2007 Shanghai World Special Olympics. Renamed 'NUTRILITE Health Run - Cheer for Special Olympics' and mobilized 1 million+ participants across 24 cities. Total donations exceeded 7.25 million yuan by end of 2007.
• 中国扶贫基金会 (China Poverty Alleviation Foundation)majorStrategic or Co-development Partner · 1 January 2005In 2014 Yunnan Ludian earthquake relief, Amway donated 1 million yuan through China Poverty Alleviation Foundation. The Spring Seedling Nutrition Program was later selected as an excellent case by this foundation along with Tsinghua University and Caixin Media.
• 中国红十字会 (Red Cross Society of China)majorStrategic or Co-development Partner · 1 January 2003In 1998, donated 1 million yuan to the Red Cross Society of China for Yangtze River flood relief. In 2003, donated 300,000 bottles of Amway antiseptic hand gel worth approximately 1 million yuan during the SARS epidemic.
• 中国极地研究中心 (China Polar Research Institute)coreGTM or Marketing Partner · 1 January 2002Amway has been the official sponsor of China's polar expeditions since 2002, providing biodegradable and phosphorus-free home and personal care products. In 2014, all Amway Home Care products received 'Official Designated Products for China Antarctic and Arctic Research Expeditions' certification.
• 20所大学及科研机构 (20 Universities and Research Institutions)majorStrategic or Co-development Partner · 1 January 2002Amway collaborates with 20 universities and research institutions including 中国科学院药物所, 北京大学医学部, 中山大学医学院, 广州中医药大学, 上海交通大学医学院 on nutrition, cosmetics, and home technology R&D. Published 20+ technical articles and completed multiple clinical studies.

Scale indicators18 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Melaleuca China: US-based direct selling peer offering wellness, nutrition, and home care products through independent marketing representatives. Comparable category mix and compensation structure.
• Mary Kay China: US-founded direct selling peer operating in China through beauty consultants. Directly comparable relationship-selling model focused on cosmetics and personal care — overlapping with Artistry and personal care lines.
• Infinitus (China): Leading Chinese direct selling company focused on Chinese herbal health products. Comparable three-tier distribution model and overlap in the herbal/nutrition category — strongest domestic direct-selling competitor.
• Nu Skin China: Global direct selling peer with significant China operations selling anti-aging skincare, nutrition, and devices through independent distributors. Comparable MLM-style structure and product-category overlap (anti-aging beauty, supplements).
• Perfect (China) / 完美: Major Chinese direct selling company with deep domestic roots selling health, beauty, and home care products via independent agents. Closely comparable business model and product portfolio to Amway China.
• Herbalife China: Global multi-level marketing peer selling nutrition and weight-management products in China. Directly comparable direct-selling business model, similar regulatory exposure, and overlapping product categories (supplements, meal replacement).
• Avon China: Legacy direct selling beauty peer with historical China presence. Comparable relationship-based selling of cosmetics and personal care, though Amway has a broader category footprint including nutrition.

Emerging players

• Bloomage Biotech: Leading Chinese biotech-driven skincare and functional ingredient supplier (hyaluronic acid leader). Competes with Artistry in the premium skincare category with a science-led, modern brand narrative that resonates with younger consumers.
• Whealthfields (同仁堂健康): Chinese herbal wellness brand leveraging traditional medicine heritage to compete in the premium nutrition space. Comparable premium health positioning and overlap with Nutrilite, with stronger domestic cultural authenticity.

Broad incumbents

• Tmall Health (Alibaba): China's largest online health and personal care marketplace — overlapping with Amway's nutritional supplement and beauty categories as a dominant distribution channel, but operates at vastly greater scale as a horizontal platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xweibo.com/u/1997437413
• LinkedInlinkedin.com/company/amway-china-co.-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amway China