And last month Amway Chief Marketing Officer Candace Matthews joined the CMOs of General Motors and Anheuser-Busch to share insights on marketing to China’s expanding middle class during The Economist Big Rethink event in New York.
The growth of China’s middle class is being driven by rapid urbanization there. Roughly 25 million people per year are moving to cities, and by 2030, 1 billion people will live in China’s booming urban areas.
As a result, companies are eager to learn from brands that have learned to successfully “market to the middle.”
During the panel and a number of interviews with Chinese and U.S. media, Candace shared the strategies that have made Amway and its brands leaders in China. Among them are to understand the digital and social media landscape, take steps to protect the brand and create strong partnerships with the government to understand the market and how to operate effectively.