US-based direct sales company Nu Skin Enterprise (Thailand) plans to increase its sales by 20% to 3 billion baht this year by further penetrating the provincial market.
Pakapun Leevutinun, president of Nu Skin Thailand and Vietnam, said 2015 would be another challenging year for Nu Skin to maintain its growth.
However, she added: "We're positive about the stable political situation and an economic recovery this year while people's purchasing power will improve."
Nu Skin Thailand has outlined four key strategies this year. The first is continuation of product developments, particularly anti-ageing skincare, which produces 70% of the total sales in Thailand.
The parent's company has invested 3 billion baht on the establishment of Nu Skin Innovation Center due to open in March in Utah, US, to accelerate product innovations. Among them is Pharmanex Biophotonic Scanner S3, a cutting-edge testing tool to measure carotenoid levels of living tissues.
In Thailand, Nu Skin expects to launch new anti-ageing and personal care products and food supplements in the second half of this year.
On sales strategy, Nu Skin Thailand will focus on motivation programme for its sales staff. The company has also opened a 10-million-baht Nu Skin Walk-in Center in Nakhon Pathom to boost sales and membership in provincial areas.
The company has also an online channel. Online sales account for 20% of total orders, which tends to increase every year.
Sales contribution from the provincial market has risen significantly to 45% of the total sales, up from 40% in 2013, while Bangkok remains the major sales contribution with 55%.
Nu Skin Thailand aims to raise a number of its members by 20% to 276,000 this year and active business entrepreneurs will account 15% of the total membership.
"We have seen a dramatic change in purchasing power of people residing in upcountry. Another surprise is we see many first jobbers choosing Nu Skin for their careers," said Mrs Pakapun.
The company has set the budget of 150 million baht for marketing and promotion activities.