Nu Skin upbeat on sales growth
Nu Skin Enterprises (Thailand), a US-based direct-selling company, expects its sales to grow 10 per cent from last year's Bt1.2 billion despite increasing political and economic uncertainty.
Nu Skin general manager Pakapun Leevutinun said the company was lucky to have a strong exclusive sales network of about 30,000 people out of a total of 230,000 members. Of the exclusive members, 70 per cent are located in Bangkok. Pakapun said uncertainties, particularly political, were greater now than during last year. However, the company has lined up plans to boost its sales. As part of its stategy to motivate its independent sales force, Nu Skin plans to improve the facilities it offers, including training, and also raise incentives. For example, this year members who achieve a certain level of sales will be rewarded with a trip to Paris. This represents the first foray beyond Asian destinations for the sales force. Nu Skin has allocated 5 per cent of its budget for incentives and another 5 per cent for marketing this year. Pakapun said Nu Skin had an advantage over the retail industry due to its direct-sales business model. More people are venturing into direct selling to achieve financial stability and also increase their income, she said. This year, Nu Skin expects to increase its sales membership by 20 per cent. It is also studying a possibility to apply the www.maxcast.com online facility, which was introduced in the United States last year, in Thailand to facilitate online sales by its members. Nu Skin (Thailand) expects to launch the online facility this year. Nu Skin also plans to launch new products in its two core categories - food supplements and personal care (cosmetics and skincare). Food supplements generate 60 per cent of sales revenue and personal care products account for the remainder. Pakapun said Nu Skin would also start a Professional Beauty Centre next month as part of its plan to increase the number of new members. The centre will offer treatments to both members and non-members. The first branch will be opened in its main office in SCB Park Plaza. The centre will provide facial treatments, divided into three main courses. Prices range from Bt300 to nearly Bt1,000. She said the main objective of opening the centre was to give an opportunity to Nu Skin members to try its products before buying them, and also to attract new members. Nu Skin has 11 centres nationwide, but has no plans to open more this year.
Nitida Asawanipont
The Nation
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