21/05/2009 Eva Cheng Becomes Mainstay of Am…

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BUSINESSWOMEN SPECIAL COVERAGE

Eva Cheng Becomes Mainstay of Amway China

September 09,2008 Change Text Size A A A

Global Deputy Chief Executive Officer of

Amway, President of Amway (China) Eva
Cheng

A recent issue of Forbes unveiled the list of the world's most powerful females in 2008, and Eva Cheng, global deputy chief
executive officer of Amway and president of Amway (China), was among them.

Amway is a multi-level marketing company that sells personal care products, jewelry, electronics, nutrilite dietary
supplements, etc. Eva Cheng, who is in charge of Amway's business in China and Southeast Asia, is the first Chinese
woman to appear on the list of the authoritative magazine as the head of a transnational corporation.

Entering Amway Hong Kong

After graduating from Hong Kong University in 1975, Cheng became a government official in Hong Kong. If she had
continued with her government career, she would have had a bright future and led a steady life. But in 1977, after seeing an
Amway's wanted advertisement for a secretary with a detailed description of the company's development plan in Hong Kong,
her life was changed completely. She suddenly felt that entering business might be a better choice for her personal
achievement, so she resigned and joined Amway Hong Kong. FEEDBACK

The change in her career not only changed her life and fate, but also the development of Amway Hong Kong. Name:

Country:
Cheng became president of Amway Hong Kong three years after she joined them and it had a prosperous future despite its
direct marketing plan, which was not popular among Hong Kong citizens. In the 1990s, Amway became the biggest direct E-mail:
marketing corporation in Hong Kong.
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21/05/2009 Eva Cheng Becomes Mainstay of Am…
Establishing Amway China

As a witness of the reform and opening up policy in mainland China, Cheng moved the head of the corporation's Please enter a valid email
headquarters in America with the line, "a corporation which doesn't develop marketing in China is not a real transnational address so that we can get in
one" after she surveyed the Guangzhou development zone. contact with you.Thanks!

"If Hong Kong is a pond, then Taiwan is a lake, and mainland China is the sea," Cheng told the American headquarters
repeatedly. With her efforts, Amway China registered in Guangzhou in 1992 and founded its only overseas factory. Under
the leadership of Cheng, Amway China has leaped into the Amway's biggest market in the world.
PUBLICATIONS
Transformation in the Face of Danger

A crisis originating from increasingly rampant pyramid sales, an illegal marketing pattern of swindling operators out of
money, occurred in 1995 while the corporation was developing fast and well.

On April 21, 1998, a piece of news banning pyramid marketing was issued on CCTV and Cheng, who was watching the
news on her television, said, "I will never forget that day." She had no choice but to go before her more than 1,000
employees and announce that their company's 41-year-history of directing marketing had to be transformed.

At two o'clock in the morning, Cheng reported the news to the American headquarters, and the reply of one of Amway's
cofounders, Rich DeVos, was, "What can Amway do for you?" and "We'll go on."
Wom en of China
Cheng began making immediate adjustments to their marketing. She first ordered all the shops in mainland China's 30 (English)

cities to stop selling the products, but they could receive returned sold products. Then, she communicated with the
government departments. In July 1998, the first corporation with its "selling products in the shop and by salesmen" pattern
was authorized. The transformation was called "a revolution in the history of 41 years in Amway" by Rich DeVos.

Localized Management

Cheng put forward localized management with Chinese characteristics in both personnel allocation and product
development.

On human resources, Cheng thinks they are necessary for a modern corporation, especially a direct-selling one. She
believes in the Chinese saying, "The best of friends must part too," and every employee should make a cautious choice
about whether he stays at a corporation or leaves.

"Such factors as the future of a corporation, its cultural atmosphere, and the room for one's growth have a great influence on
an employee's future. An employee's vision and career ladder will be confined if he only considers salary," Cheng said.

There is a saying in China, "A good horse doesn't graze in the same pasture twice," but Cheng doesn't think so. In fact, she
has accepted many employees who had left the corporation before. In addition, she believes training as an important part for
employees to make progress and it is an important factor in attracting talented employees.

(Source: chinagate.com.cn- finance1.jrj.com.cn/Translated by womenofchina.cn)

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