In his keynote titled Put Customers at the Center to Embrace the Future, Sammy Lee, the fourth-generation Executive Chairman of the Lee Kum Kee Group, detailed the responsibility that leaders have to redefine the approach to direct selling in a way that prioritizes customer expectations. 

“Let us become the ambassadors of trust, the KOS for customers, and advocators for the preservation of Chinese health regimen,” Lee said. “Through every word we say and every action we take, let us build trust with our customers. I believe that as long as we are united in thoughts and actions, we will achieve our grand corporate vision and become the most trusted company for centuries to come.” 

The post Infinitus 2024 Global Annual Conference Receives More Than 800,000 Views  first appeared on Direct Selling News.

Being included on the TGA list signifies that an ingredient meets the organization’s strict regulatory requirements and passed comprehensive toxicological safety assessments. Less than 40% of applicants received TGA approval in 2021. 

Folium Cyclocarya Paliurus Extract is a key component to the company’s S-Harmony Herbal Vege Capsules, which is part of the company’s approach to help consumers maintain healthy blood glucose levels. 

“As we progress, Infinitus will remain committed to producing high-quality Chinese herbal products, while advocating the premium Chinese health regimen, co-creating healthier and happier lives for all,” the company wrote in a statement.

The post Infinitus Included in Australia’s Therapeutic Goods List  first appeared on Direct Selling News.

A cooperation agreement was signed by both parties at the event, establishing a new phase of what the company called “strategic cooperation” that would focus on the intersection of Chinese herbal medicine and probiotics. 

“Infinitus has been deeply involved in the field of Chinese herbal medicine for 31 years, while Jiangnan University is a leading research institution in the area of probiotics in China,” said Lam Yu, Infinitus Global CEO and Vice Chairman of Infinitus (China). “We eagerly look forward to the two parties taking the establishment of the center as an opportunity to work together closely, to identify and meet user needs.” 

The post Infinitus Partners with Jiangnan University to Establish Research Center  first appeared on Direct Selling News.

Infinitus has plans to proactively fulfill its social responsibilities while investing in research and development to continue creating high-quality products and wellness solutions while focusing on the expertise of Chinese herbal health products to carve out a distinct market position.

The post Infinitus Receives Global Code of Ethics Initiative Gold Award   first appeared on Direct Selling News.

Infinitus believes that food production companies are the leaders in norm management procedure enforcement and creating sustainable growth for the health food sector requires that all parties, including the producers, take on the responsibility of helping consumers understand the efficacy of health food. To complete this successful norm management procedure enforcement, Infinitus also pointed out that government oversight agencies must responsibly enhance their supervision and media organizations must increase science-evidenced coverage of the sector. 

In the Infinitus Health Food Observation Room, guests discussed the regulation of the health care products sector from different perspectives, and Zhang Xiao, Vice Dean of the School of Philosophy at Renmin University of China delivered a keynote address on why business ethics are essential in the health food sector. 

The post Infinitus Pushes for Norm Management Protocols to Drive Growth in Health Food Sector  first appeared on Direct Selling News.

Named the jury winner and the People’s Choice because of its innovative approach to design, construction and sustainability, Infinitus Plaza was built to LEED Gold certification standards, with life cycle carbon emissions calculated at 15.3% embodied carbon and 84.7% operational carbon emissions. The plaza was also optimized to reduce concrete usage and instead used more than 25,000 tons of recycled material. Other sustainability-forward features include external perforated aluminum shading panels to reduce solar heat gain, double-insulated low-E glazing, effective shading and heat insulation to lower energy consumption, and a smart management system that safeguards indoor air quality and automatically activates a network of sprinklers to naturally cool interior temperatures. 

The post Infinitus Honored for Sustainability-Focused Architecture of its Headquarters  first appeared on Direct Selling News.

Together, Infinitus and its partners screened and identified microorganisms within health products, defining the dominant microbial species and contaminant levels, and then built a traceable database regarding food microbial safety risk.  

This project will be used to improve Infinitus’ food safety risk control and traceability across the all of the company’s health products and guarantee product quality, while providing a model for future development. 

The post Infinitus Wins Grand Prize at Guangdong Science and Technology Progress Awards  first appeared on Direct Selling News.

Infinitus’ new line was developed to serve the younger generation of workers who operate at a fast pace with high levels of stress and do not often have time to create healthy meals. The Relax Raise series of porridges, for instance, offer the convenience of a pre-packaged meal that only has to be torn open and heated. 

Ingredient selection was a high priority in the development of the Relax Raise brand and its products are made without artificial coloring, flavoring or preservatives. To ensure a low calorie count while maintaining high nutritive qualities, the company’s Research and Development team used innovative technology like low-temperature baking and freeze drying to preserve taste while keeping calorie count low. 

“With a growing segment of the youth demographic paying attention to their health, many traditional and snack brands have jumped on the health and wellness bandwagon, and are reaching young consumers through multiple channels,” the company wrote in a news release. “In line with Infinitus’ philosophy referred to as ‘Three Restorations and Four Habits’ (an approach to health rooted in Chinese wellness traditions that date back thousands of years), and in line with a new direction being taken by the company, the Relax Raise brand focuses squarely on the healthy snack field and provides young consumers with light food products that are both healthy and delicious.” 

The post Infinitus Launches Healthy Food Brand first appeared on Direct Selling News.

Founded / 1992

Headquarters / Guangzhou City, Guangdong Province, China

Top Executive / Lam Yu, Infinitus Global CEO

Hero Product / Infinitus Health Tonic

Corporate Employees / More than 3,000

At its core, traditional Chinese medicine focuses on preventing disease. There’s always been a push and pull between the tenets of this Eastern methodology and the treatment-centric focus of Western medicine, but companies like Infinitus straddle both worlds in their quest to develop quality products that meet people’s diversified needs for health, beauty, youth, vitality and quality of life.

When they launched in 1992, Infinitus took a health and wellness track, advocating for excellence in Chinese wellness traditions and seizing opportunities to promote the Chinese medicine health industry. They used the Chinese health culture as the theoretical basis for research and development of high-quality Chinese herbal health products, while utilizing modern technology and Western methods to conduct research and development, demonstration, extraction and processing to make Infinitus products more effective and more appealing to the health and wellness needs of multiple consumer personalities.

Today, Infinitus is positioned as a high-quality Chinese herbal health product company within the health food, skin care, personal care and household categories, offering seven major brands and more than 200 products in total. They have two production bases in Xinhui and Yingkou comprised of hundreds of acres, as well as more than 30 corporate offices in Hong Kong, Shanghai and other metropolitan centers and a newly completed headquarters in Guangzhou, China.

Infinitus operates within a hybrid business model that includes direct sales, plus 30 branches, 30 service centers and about 7,000 specialty stores and studios in mainland China as well as online platforms like WeChat, websites and apps to carry out service consultation, marketing promotion and product sales. E-commerce cloud merchants and distributors can utilize all these options to introduce products and consult with consumers before and after sales. All told, Infinitus employs more than 3,000 people.

In 2020, Infinitus earned a “China Best Employer Award” and then found themselves in the company of well-known, global businesses like McDonald’s, Marriott International and SAIC GM when they earned Top Employer China 2021 certification. This comes as a result of excellent human resource benchmarks, management, strategies and practices including personal and professional employee growth plans, creating a better workplace environment and enabling company-wide long-term and sustainable development.

Launching a Hero Product

But this storied history all began nearly 30 years ago with the launch of what would become their hero product—Infinitus Health Tonic.

Capitalizing on more than 20 years of research conducted by Professor Xianxiu Xian of what is now China’s Southern Medical University, Infinitus brought to market Infinitus Health Tonic in 1994. Utilizing Dr. Xian’s development of “composite polysaccharide,” a combination of pure, natural ingredients extracted from plants and fungi-active polysaccharides, the Health Tonic’s blend was found more effective in enhancing immune system function than ingesting a single polysaccharide.

Theirs was the first composite polysaccharide, Chinese herbal health product and it was quickly recognized and favored by consumers. In the years since, Infinitus Health Tonic has racked up numerous awards and was ranked as the number one Chinese herbal immunomodulatory health food in 2019 by Euromonitor Information Consulting (Shanghai), a world-renowned research and consulting organization.

Proudly Rooted, Meticulous and Compliant

China’s health food industry has undergone a decades-long evolution bringing about healthier and steadier product development, segmentation in consumer demand that has increased cross-industry competition, as well as online and offline integration development. These and other trends provide both opportunities and challenges.

Yet, Infinitus is proud and thankful to be rooted in the excellence of the thousands-year-old Chinese wellness traditions, as they continue implementing a forward-looking business development strategy.

“By reviewing, we found that the health concepts embodied in the Chinese wellness traditions, such as treatment of disease, holistic view, physical and mental coherence, etc., coincide with the current needs of health preservation, and our original choice is still in line with the trend of the times,” Lam Yu, Infinitus Global CEO, told the 2021 China Special Food Conference.

Today, companies need to be more intensive and meticulous, Yu explained, and they must strengthen consumer insights and services in order to grasp the needs of different groups and fields.

Infinitus, like other upstanding health and wellness direct selling companies doing business in China, is actively promoting industry compliance as a way of evolving to meet the needs of their marketplace and as a follow-up to the country’s 100 Day Review of the nutritional supplement industry.

Previously short-sighted, bad and illegal behaviors by some companies affected not only famous health food brands but also product markets, reputations and the operating efficiency of the entire industry.

Since 2017, Infinitus has set June 16th each year as the “6·16 Infinitus Norm Management Day,” hoping to set an example for the public in corporate norm and shape an industry image of integrity and self-discipline; to help practitioners establish a correct view of employment, strengthen their awareness of standards, strengthen standardized behaviors and continue to gain customers’ recognition; standardize themselves so that consumers can truly understand product efficacy and information, enjoy honest and high-quality services and worry-free after- sale guarantee.

This edict should come as no surprise to those familiar with the corporate culture at Infinitus which is based upon the core phrase “Si Li Ji Ren,” when translated into English means “considering everyone’s interest before taking action.”

Infinitus emphasizes taking a helicopter view, thinking from others’ perspectives and caring about other people’s feelings. They’ve built a philosophy that produces steady brand growth thanks to effective communication channels between customers and the company, as well as the ability to take rapid action in response to ongoing market changes, collect feedback from the sales force to better meet their needs, cultivate high trust and efficiency that enhances participation and create a sense of belonging that promotes win-win situations.

Primary, Productive Forces for Success

Science and technology are the primary, productive forces behind the success of Infinitus. They consider scientific strength a weapon for winning in the marketplace, and technology permeates all aspects of Infinitus’ research and development, production, sales and service.

Cooperative research partners at University of Cambridge, for instance, used advanced molecular biology technologies to study the effects of active ingredients in Chinese herbal medicines. Their discoveries provided a new research direction, analytical methods and targets for in-depth study of anti-aging product development, as well as valuable insights for future anti-aging product efficacy.

Infinitus invested about 300 million yuan ($47 million U.S. dollars) in 2018 to build the first smart Chinese herbal oral liquid production line, receiving 17 patents along the way. The high degree of automation and information technology that powers it allows Infinitus to realize full-process automation from unpackaging, preparation, filling, sterilization, light inspection, packaging and storage.

It speeds production and increases per capita production capacity, while ensuring the quality stability of batch production, reducing manual intervention, the intermediate links of product production as well as direct contact between product and environment, resulting in higher standards of hygiene. In the five years from 2020 to 2024, Infinitus will invest a total of 3 billion yuan ($471 million U.S. dollars) in scientific research.

The COVID-19 pandemic accelerated the shift of consumers purchasing online. Paired with 2020’s growth in China’s social e-commerce sector surpassing 70 million and the expectation of China’s health service industry to climb to 16 trillion yuan (approximately $2.5 trillion U.S. dollars) by 2030, the integration of online and offline business has become an irreversible trend.

So, in 2019, Infinitus rolled out a new business model that included e-commerce and then prioritized digital transformation as 2020 began. Through the use of technology, they sought to break down all barriers to creative thinking and adopt innovative approaches to reinvent direct selling. They launched digitally through Enterprise WeChat to fully maximize operational efficiency so that a distributor only needs a cell phone to acquire a lead, convert into a buying customer, conduct follow up sales conversion, and provide business support.

The e-commerce business model is working for Infinitus, who touts more than one million distributors who have chosen the Easy Earn model of social e-commerce in the past two years. The company plans to invest 3.4 billion yuan (approximately $526 million U.S.) in digital transformation and brand building. By grasping the current social e-commerce dividend, finding the right marketing model and inspiring business potential, Infinitus is accelerating its pace toward achieving its mission and creating a whole new series of growth points.

From the January 2022 issue of Direct Selling News magazine.

The post Infinitus: Rooted in Chinese Tradition, Winning with Science first appeared on Direct Selling News.

The marketing model is gradually evolving, driven by digital transformation 

The COVID-19 pandemic that has swept the planet has had a major impact on national economies worldwide, with trade, tourism, restaurants and transportation taking the biggest hits. Direct selling was no exception. 

However, every cloud has a silver lining. The pandemic has raised awareness about health, and, by the same token, an expectation for better health care and health products. The Health China 2030 Plan proposes that by 2030, the overall scale of China’s health service industry will climb to 16 trillion yuan (approx.  US$2.5 trillion), while proactive disease prevention in tandem with health care and wellness will become an important trend. At the same time, the pandemic has accelerated a shift in consumption habits, with more consumers preferring to shop online. New intelligent technologies, products and business models such as telecommuting and social retailing as a result of the effect of the measures put in place to deal with the pandemic have become new growth points in various  industries. The number of practitioners in China’s social e-commerce sector surpassed 70 million in 2020, with no slowing down in sight. As a result, for businesses, the integration of online and offline businesses has become an irreversible trend. 

Infinitus, a leader in the sector, has, since the beginning of 2020, already made digital transformation a priority. The company’s Fifth Five-Year Development Plan set forth four goals: product leadership, culture leadership, digital transformation, and business model evolution, while redefining the company’s key mission: health and wellness. 

2. Break down all barriers to creative thinking and adopt innovative approaches to recreate direct selling 

Since 2020, Infinitus dealers have seen major changes in their marketing approach. In the past, they spent a lot of time communicating with customers face-to-face. In 2020, Infinitus adopted Enterprise WeChat as the first step in digitalizing its businesses.

The company has also launched several virtual assistants on its online platform: Infinitus WeStore, Marketing Assistant and Jiyouliao, which are applets based on WeChat ecology jointly created by Infinitus and Tencent Smart Retail. 

Infinitus WeStore, an online mall stocking all Infinitus product categories, is where shoppers, once they have registered, can purchase products online, directly from the source. With the Marketing Assistant, dealers can build and manage their own online “exclusive mini-stores”, view user visits, and follow up on sales. The applets help dealers set up their customer database and regularly remind them of customers that need follow up. Through the platform, the dealers can continuously maintain communications online with and provide services to their customers. Jiyouliao is a portable content library tailored for dealers, with features that allow them to save and share a wide array of informative content such as one-click-access video clips and posters officially released by the company, facilitating the creation of rich content in WeChat Moments to attract customers. 

The online platform has been designed to fully maximize operational efficiency in that a dealer needs only a cellphone to acquire a lead and convert into a buying customer. In addition, Infinitus empowers dealers at three levels: customer acquisition and conversion, choice of marketing method and content follow-up, helping them greatly improve the efficiency in customer acquisition, follow up selling and sales conversion, while providing support for their business ventures. 

Such a shift did not happen overnight. In fact, in September 2019, Infinitus launched Cloud Shopping and global purchase store Infini-mart, formally setting in motion the roll out of Infinitus’ new business model and the unfolding of a new e-commerce era. 

In January 2020, Infinitus expanded into the Korean market with an innovative cross-border social e-commerce model. Just six months later, in July, the company entered the Australian market. 

3. Create new growth with a people-centric approach 

At Infinitus, the move to digitalization, the innovation of the Easy Earn* system, and the launch of new products came together to meet the expectations of customers and business partners. 

Infinitus’ experience proved that direct selling and social e-commerce are not  contradictory, but mutually beneficial. The Direct Selling X Social Ecommerce model is not a direct selling reboot, nor is it a simple addition of direct selling and social commerce. The model adopts new Internet-based technologies and methods, as well as big data and digital tools to strengthen customer trust and connection. It’s not only a combination of online and offline channels, but rather a multiplication of the two. 

In the past two years, Infinitus has exhibited substantial growth as a result of its foray into Direct Selling X Social E-commerce. More than one million dealers have chosen the Easy Earn method, a new model of social e-commerce, and have enhanced their profits. Most of them are grassroots marketers. This set of data fully proves that one million plus dealers can’t be wrong: the Direct Selling X Social E-commerce model is working. 

The essence of direct selling is sharing, and so is the essence of social e commerce. In terms of business models, Direct Selling X Social Ecommerce is an Infinitus innovation. The company plans to invest 3.4 billion yuan (approx US$526 million) in the digital transformation and in brand building. By grasping the current social e-commerce dividend, finding the right marketing model, and inspiring the business potential, Infinitus is accelerating its pace towards  achieving its mission and creating a whole new series of growth points. 

*Easy Earn: For products that are easy to share and promote (such as the Oriherb series, products available on Infinitus’ global shopping website) Infinitus launched the “Easy Earn” reward system, in addition to the original bonus system. The system provides discounts to customers in the form of spending points and  rewards sales representatives with bonuses.

Infinitus, founded in 1992, is a member company of LKK Health Products Group. It is a modern large-scale enterprise in health and wellness industry, specializing in R&D, production, sales and services of Chinese herbal health products. Infinitus strives to build competitive advantages in product, brand, core technology and platform construction. We have always been committed to providing consumers with high-quality Chinese herbal health products. Adhering our core value, “Si Li Ji Ren”, we persist to advocate the excellence of Chinese wellness traditions. Starting from China, we envision to serve the world globally by creating a healthier and happier world.

The post Social E-Commerce Empowers Direct Selling: Infinitus’ Digital Revolution first appeared on Direct Selling News.