New global benchmark

Amway Vietnam has established a Central Warehouse (CWH) in Binh Duong (Ho Chi Minh City), which is considered a major milestone in its global supply chain strategy. Can you tell us why Amway chose Vietnam as the location for one of its most advanced and large-scale projects?

Vietnam is one of Amway’s most dynamic and high-potential markets in the Asia-Pacific region. Over the years, we have witnessed consistent growth, a solid business foundation, and a passionate, dedicated network of Amway Business Owners (ABOs) here.

We entered Vietnam nearly 20 years ago, and it has consistently performed exceptionally well. Over the past eight years, we have seen continuous revenue growth, reaffirming how important Vietnam is to our long-term success. We have always held very high expectations for the Vietnam market.

The investment in Amway’s CWH in Vietnam is not only aimed at strengthening our domestic operational capabilities but also represents a key part of our regional supply chain optimization strategy - enhancing speed of service, reducing logistics costs, and improving the overall customer experience.

To support our future growth, we must ensure the right structure and capabilities are in place for our ABOs and their customers. That led us to invest in our new CWH in Vietnam, which is positioned as a flagship facility within Amway’s global network.

We are truly excited about this development and are pleased to celebrate it with our employees, business owners, and local government officials.

How do you envision the role of Vietnam in Amway’s global supply chain network over the next few years?

As the Vietnam market continues to grow, we intend to leverage our global supply chain and product portfolio to fully support that momentum. This new warehouse, equipped with state-of-the-art technology, will help us deliver the highest levels of quality, service, and operational efficiency in Vietnam.

In the next five years, Vietnam will not only serve as a strategic distribution hub for the local market but will also play an increasingly important role as a vital link in Amway’s global supply chain network connecting markets across Southeast Asia and beyond.

We expect to rely on this facility significantly in the years to come as we support increasing demand and prepare for further expansion.

Could you elaborate on the principle that “Innovation and creativity are woven into the company’s ADN.” How does CWH embody that spirit in practice? 

We celebrated our 66th anniversary in November, and innovation has been at the core of our business - across products, business operations, and supply chains - from Day 1. This principle strongly influenced the design of our Vietnam central warehouse.

The facility integrates several advanced systems, including a Pick-to-Light order-picking system that enhances speed and accuracy, state-of-the-art safety and fire-protection technology, and a highly-advanced warehouse management system. Innovation guides every step, from facility design to equipment installation and employee training, and the results are evident in the day-to-day operations of the warehouse.

This includes our commitment to high service levels for ABOs: delivering orders accurately, on time, with consistent quality. We incorporated innovation into every detail - equipment selection, material flow, and even sustainability considerations.

The Pick-to-Light system is a great example. While used in a few of our global facilities, this is the first time we are deploying it in Vietnam, and it sets a new benchmark for efficiency and quality in our global supply chain.

In addition, energy-saving systems, optimized layouts, and smart integration between shelving, conveyors, and our Warehouse Management System (WMS) help improve productivity and transparency and reduce any environmental impact.

These innovations not only make our operations faster and more precise but also set a new benchmark for efficiency and transparency, moving us closer to a smarter, more agile, and sustainable global supply chain.

You mentioned efficiency and sustainability factors that define global supply chain standards. How is Amway embracing the concept of a “green supply chain” through this project?

Amway has embraced green principles for decades - across our product design, our farming practices, and our supply chain. We grow our raw materials on more than 6,000 acres of certified organic farmland worldwide.

In the Vietnam CWH specifically, we implemented eco-efficient lighting systems and optimized material flows to reduce energy consumption, and adopted digital processes to minimize paper use. Approximately 75 per cent of business processes are automated, and we use recycled tote materials wherever possible.

Taken together, these efforts make the facility a strong example of a green and modern supply chain - one that will serve as a benchmark for Amway globally.

With advanced automation and international standards in place, what Key Performance Indicators (KPIs) does Amway use to evaluate the warehouse’s operational efficiency?

Our top priority is always employee safety. We design our systems and training programs to ensure that every employee comes to work - and goes home - safely.

Beyond safety, we focus on service quality: product accuracy, inventory availability, delivery timeliness, and the overall experience our ABOs receive when they open their orders. These indicators guide how we measure performance and how we continuously improve.

From a strategic perspective, how will the CWH project help Amway Vietnam move closer to its “Top 8 Global” goal, in terms of speed, service quality, and market trust?

We will measure the performance of the CWH based on key indicators such as order processing speed, delivery accuracy, optimal inventory levels, and customer satisfaction. 

By integrating advanced automation and our state-of-the-art WMS, we can monitor operational data in real time. This allows us to continuously improve processes to meet international standards for efficiency and transparency.

This project brings Amway Vietnam closer to its “Top 8 Global” goal by enabling faster deliveries, reducing waiting times for our ABOs, and ensuring consistent service quality. More importantly, it reinforces market confidence with a clear message that Amway is committed to long-term, serious, and sustainable investment in Vietnam.

This is a substantial investment for Amway - approximately $12 million over the next five years. Across our global manufacturing and distribution network, this facility stands out as one of the most efficient and advanced. It represents a new global benchmark and positions Amway Vietnam for stronger performance, higher service, and greater trust from the market.

What is your vision for Vietnam and your strategy for business expansion in the market?

We are very optimistic about Vietnam’s future. Over the next few years, we will introduce an exciting lineup of new, innovative products to our distributors. That will be a key part of making sure that we have the right product assortment to excite and retain our business owners in Vietnam.

We will also celebrate our 20th anniversary in the country during that time; an important milestone that underscores the commitment and achievements of our ABOs. Recognizing and supporting them will be a key priority as we continue to grow.

Vietnam is considered an attractive destination for global investors due to its demographic advantages and strong economic outlook. What trends do you see in consumer demand for nutrition and supplement products in the country?

Vietnam’s economy is expected to continue growing strongly. Globally - and certainly in Vietnam - we see a rising consumer focus on healthy living. Our vision at Amway is “helping people live better lives,” and this aligns closely with market trends.

Consumers are increasingly turning to nutritional supplements, wellness products, and high-quality skincare. We feel well positioned to meet those needs with products we develop and manufacture ourselves. Several of our upcoming product launches specifically aim to support healthier lifestyles among Vietnamese consumers.

As a global supply chain leader, what action do you take to navigate uncertainties and ensure supply chain stability across countries?

The supply chain landscape is dynamic, with new challenges emerging daily. To navigate this environment, we continually invest in advanced technologies and business systems that enable us to move inventory efficiently around the world.

We also invest heavily in our supplier partnerships - one of Amway’s core values is partnership, and it guides how we work with employees, governments, and suppliers.

By strengthening our manufacturing, quality, and distribution networks globally, we remain committed to maintaining control of our supply chain and delivering exceptional service to our business owners. You can expect to see Amway continue investing not only in Vietnam but across all our markets to build the strongest, most resilient supply chain possible.