BEIJING, Feb. 7 -- Direct sellers in China have begun the year with bold marketing campaigns. Amway got Olympic star Liu Xiang on board to endorse its products, while Avon's recruitment drive for direct sellers is frequently on TV. The firms are emerging from a difficult period and transforming their businesses in China.
The Chinese government approved 14 enterprises to carry out direct selling in 2006 after a regulation on the business came into effect at the end of 2005. This is a small proportion of licenses given there are over 200 direct sellers around the country.
Multinational direct selling giants including Amway Corp and Mary Kay Inc were not granted licenses until the application deadline on December 1.
