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Eva cheng the Former secretary of Amway leading the Business in Asia

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Eva cheng, among the world's most powerful women (according to Forbes magazine) and former secretary of Amway is building the Amway Business in China and South East Asia. This is a must watch for every one to see the Women power.
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  Former secretary builds Amway sales empirein Asia Posted by ancy Crawley | The Grand Rapids Press May 31, 2009 07:30AM Powerful people have a certain quality, a serenity that comes from not needing to beloud or demanding to get their way. What they want done gets done.You recognize it as soon as you meet Eva Cheng, the woman who runs Amway inChina and Southeast Asia.She walks into a room softly. Smiling, she settles into the corner of a sofa for her interview.Her diamond earrings sparkle in the morning light. Her suit is elegant in navy and white. A native of HongKong, she speaks perfect English.You can easily believe Forbes magazine ranked her among the 100 most powerful women in the worldlast fall. German Chancellor Angela Merkel and Sheila Bair, Federal Deposit Insurance Corp.chairwoman, led the list for 2008.What's surprising is how far she has come from a humble start -- a young mother who took a job as asecretary in Amway's small Hong Kong office in 1977.With a business degree, she liked the idea of working for an American company: I thought I would have achance to learn by reading everything that came into the office. You learn a lot if you are diligent. When her boss left, there were only four employees left. The managers from Ada looked around -- therewas a receptionist, a part-time bookkeeper and a warehouseman -- and they asked me to take over, shesaid.Her first ambition was to grow Hong Kong's lackluster business. She saw Malaysia's sales just boomed shortly after Amway moved there and people recognized a business opportunity. We were sending over boatloads of SA 8 detergent, she said. I thought maybe it could work in HongKong. She opened Amway's first store in 1979, and she held meetings for potential distributors. I would hire people to do the cooking demonstrations; I washed the dishes in the bathroom. 2/06/2009Former secretary builds Amway sales …blog.mlive.com/…/print.html1/3  Amway realized they had a winner in Cheng. By the mid-1980s, she took over the Taiwanese market,which was five times larger.By the early 1990s, Amway begin to investigate mainland China, which had opened to western businessafter being closed for so long. I felt, why not the China market? she said.But a few years after Amway entered that market in 1995, China delivered what should have been a death blow to the young venture. It banned direct sales, worried about the country's history of pyramid-marketing scams.Cheng gave the news to Rich DeVos in a 2 a.m. phone call, she recalled in a 2005 speech. The Amwayco-founder was unfazed. What can Amway do for you? he asked. We'll go on. Led by Cheng, Amway did. She opened more than 100 stores to sell products and help distributorsdevelop a client base, and she began advertising.Amway now has more than 200,000 independent distributors and 6,000 employees in China. A well-known brand in the country, Amway ads feature Chinese Olympic gymnasts as well as popular models.Cheng's strategy has been incredibly successful: Last year, sales in China grew 28 percent, to $2.5 billion,a sizable chunk of Amway's $8 billion in annual sales. She expects a 25 percent growth this year. Growing market The rise of the Chinese middle class is driving the appetite for Amway, she said.In 2005, only 16 percent of the urban population was considered middle class with annual householdincomes between $5,000 and $10,000. By 2015, that is expected to swell to 42 percent, she said. They're looking for a better quality of life, she said, and that includes Amway's best-selling products inChina: Nutrilite protein powder, which is added to soups and juices, and Artistry skin creams andcosmetics.Along the way, Cheng also took over Amway in Thailand, Malaysia, Singapore, Indonesia, Brunei and thePhilippines. Now, she is the chief executive of Amway Greater China and Southeast Asia. She is also one of seven people on Amway's executive team led by Chairman Steve Van Andel and President Doug DeVos.Cheng makes the 18-hour flight to Grand Rapids frequently while maintaining her base in Hong Kong.She and her physician husband have three grown sons, 25 to 31. On weekends, she studies the ancientand exacting art form of the Cantonese Opera. It is a very long, arduous process, she said.She sees the demands on her life as personal development rather than exhausting. I am a very busy lady;it makes me a more balanced person, she said.Such an attitude makes sense. If the near-collapse of Amway China or all the ensuing responsibility havenot rattled her, it's hard to believe anything will. 2/06/2009Former secretary builds Amway sales …blog.mlive.com/…/print.html2/3  That's the way it is with powerful people.E-mail Nancy Crawley:ncrawley@grpress.com© 2009 Michigan Live. All Rights Reserved. 2/06/2009Former secretary builds Amway sales …blog.mlive.com/…/print.html3/3
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