Network marketing (MLM) in Thailand continues to grow
Network marketing (MLM) in Thailand continues to grow, especially in an era when younger people are increasingly interested in earning income online and through network systems. Today we look at 5 leading direct selling companies in Thailand whose strategies resonate with teenagers and the younger generation, along with the latest updates.
1. Amway Thailand
Amway is still number one in Thailand's direct selling industry, with sales of more than THB 5,000 million per year (2023 data) and a member base of over 1 million.
Updates:
- Launched the “Amway On” campaign using TikTok and LINE OA to attract Gen Z
- New products such as Artistry Skin Nutrition, which sells well among young people
- Uses an AI Coach in its application to help members analyse the market
Why is it so successful?
Amway has kept adapting throughout its 60 years in Thailand, most recently focusing on selling through Live Commerce and collaborations with health influencers.
2. Herbalife Nutrition
Herbalife still holds second place in Thailand's MLM market, with annual sales in the billions of baht, and most of its members are young people who love fitness.
Latest information:
- Launched Herbalife24 CR7 Drive, an electrolyte drink created with Cristiano Ronaldo
- Ran the #ShakeLifeChallenge campaign on TikTok, with 50 million views in total
- Gen Z members make up more than 40% of all its members in Thailand
Highlights:
It focuses on building online communities through Facebook groups and Discord, giving members a sense of belonging.
3. Avon Thailand
Although Avon had been in a slump, in 2023–2024 it made a comeback with 30% sales growth from online campaigns.
Interesting updates:
- Launched the #AvonBold series in partnership with celebrities and female creators such as Baitoey R-Siam
- Shifted its strategy from door-to-door selling to Social Selling via IG and TikTok Shop
- Its best-selling product of 2024 is Avon True Color Lipstick, which sells well among young people
Why keep an eye on it?
Avon is changing its image from a brand for mums to a Young Adult-style beauty brand.
4. Unicity
Unicity Thailand is growing against the trend by bringing Blockchain and AI into its MLM system.
New for 2024:
- Launched Unicity App 3.0 with an Auto-Pairing feature and a personal AI coach
- Uses a Token Economy system that lets members redeem digital rewards
- The number of young members grew by 50% within 1 year
Who is it for?
Young people who love technology and want to run a business that is 100% online.
5. Jeunesse
Jeunesse still focuses on the premium market with high-priced Anti-Aging products, but uses K-POP culture as a strategy to attract young people.
Latest updates:
- Held the Jeunesse K-Wave Festival 2024 concert featuring K-POP artists
- Launched Luminesce Youth Restoring Serum, which sells well among young working adults
- Sales in Thailand grew 25% over the previous year
Why are young people interested?
Because Jeunesse has built an image that resembles a Korean-style Luxury brand.
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