Nu Skin keen to enhance online channel
Nu Skin Enterprises Thailand, a subsidiary of the US-based direct sales company, has vowed to focus efforts on expanding its online business.
Pakapun Leevutinun, president of Nu Skin Southeast Asia, said the company aims to raise the revenue contribution from its online business to 80% over the next few years.
Nu Skin started selling online three years ago. Thanks to changes in consumer behaviour and technology, the sales contribution from the online channel jumped to 40% of total sales in 2017 and 50% so far this year, compared with just 5% in 2015.
“The online channel will help expedite our sales in all provinces,” Mrs Pakapun said.
In the past, the company’s high sales growth was primarily driven by the provinces, where it had set up Nu Skin centres.
“We hope the sales contribution from Nu Skin’s online channel will rise to 60% of the company’s total sales this year and climb to 80-90% in the near future,” Mrs Pakapun said.
To achieve that goal, Vipada Tangpakorn, general manager of Nu Skin Enterprises Thailand, said the company will launch more innovative products and employ other promotional tools to stimulate sales.
In March, the company began allowing Nu Skin representatives to buy products via the online channel, with all activities set to be done online next quarter.
The company will also launch the virtual “Nu Skin expo” next month via its website and app.
Through online activities, the company expects the number of new Nu Skin members to increase by 30,000 this year, in addition to the 700,000 members brought on board as of last year.
Mrs Pakapun said Thailand is one of the top three markets for Nu Skin in Southeast Asia, along with Indonesia and Malaysia.
Southeast Asia contributes 13% of sales to Nu Skin Enterprises, the US parent firm.
During the first quarter of this year, Nu Skin Enterprises generated US$616.2 million (19.7 billion baht) in revenue, representing growth of 24% year-on-year.
In 2018, total Nu Skin revenue worldwide is expected to grow by 10-12% year-on-year.