Amway targets young customers for expansion

Amway, the US direct-selling giant, has revealed plans to expand its presence in China, both physically on the ground and online, and to appeal to younger customers, to arrest declining revenue from its biggest overseas market.

Doug DeVos, its president, said on Tuesday the company will build more experience centers in Beijing and Guangzhou, and renovate and upgrade its existing stores in second-and third-tier cities into experience centers.

Amway opened its first Chinese center, or plaza, in Shanghai last October, and a new one in Shenzhen on Tuesday. The centers allow customers to sample products, view product demonstrations and learn more about Amway's science and product development.