Malaysia Direct Seller I Sunrider 2023

ISSN 2716-6171

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DIRECT SELLER MALAYSIA

A P U B L I C AT I O N O F

ISSUE 1 / 2023

WFDSA STATS GLOBAL DIRECT SELLING OUTLOOK

SUNRIDER INTERNATIONAL

TIMELESS TRADITIONS TO HARNESS THE POWER OF ANCIENT HERBS Sunny Beutler CEO of Sunrider International

DIRECT SELLING ASSOCIATION OF MALAYSIA OFFICE BEARERS 2023-2025

A P U B L I C AT I O N O F

Direct Seller Malaysia is published by Harini Management Services Sdn Bhd for Direct Selling Association Of Malaysia.

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2023 / Issue 1 / Direct Seller Malaysia /

1

COVER SUNNY BEUTLER, CEO OF SUNRIDER INTERNATIONAL

CONTENTS

COVER STORY 4

Sunrider International – Timeless Traditions To Harness The Power Of Ancient Herbs Sunny Beutler, Chief Executive Officer of Sunrider International shares with CHRISTINA THOMAS, the exceptional story of the company’s founding journey encompassing family generations, ancient eastern traditions and modern western technology.

HIGHLIGHTS 8

WFDSA STATS Global Direct Selling Out Look

11

Direct Selling Industry Continues To Record Growth

15

DSAM AGM 2023

18

Why Should You Be A DSAM Member

21

Members Directory

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4 Vol 1 no 1 / Malaysia Direct Seller /

1

PRESIDENT’S MESSAGE Dear Members, 2023 has been an exciting year as we see further recovery from the pandemic and the direct selling industry picking up pace and progressing. Despite the challenges and evolution of the market landscape, we direct selling industry players have shown tremendous resilience and entrepreneurial skills to keep the momentum going. The last 3 years has taught us many lessons about preparing ourselves for the unknown, constantly learning new skills and keeping abreast with technology and innovation. In fact, I believe the key to success in this evolving industry is to adapt and look for new approaches to business while staying relevant and providing sustainable income opportunities.

In the global direct selling industry, Malaysia ranks No. 6, making it a very important market with tremendous opportunities for growth. We at DSAM believe that we can move up the ranks to become the top 5 markets in the world by pushing for a more robust direct selling industry in our country. This would need the co-operation of the government, industry partners and direct selling companies.

On that note, I have to say that the EXCO has its work cut out for us in the months ahead. We will continue to lobby with government agencies for reforms and improvements in the direct selling industry, while also fuelling the industry’s growth and presence in the Malaysian and regional markets.

To achieve positive and impactful outcomes, all of us in DSAM need to work together as a united body to push the engine of progress.

Over the last few months, we have had several interesting activities CEO Merdeka Luncheon, our AGM and networking activities. We have also on-boarded Tan Sri Tan Sri Noor Hisham Abdullah, the former Director General of Health, Ministry of Health, to be our Code Administrator.

He will be advising us on regulatory matters and procedures.

Do read about the rest of our activities in this publication.

I would like to remind our members to participate in the upcoming 45th Anniversary Convention and Gala dinner – I look forward to seeing all of you there and let’s have a gala time. Till then, I wish you very fruitful and prosperous months ahead.

Let me leave you some fruit for thought until we meet again in our next event.

“Your life can only get better when you do. Do something every day to improve your key skill areas.” – Brian Tracy

Zaihan Ariffin, President of DSAM

2023 / Issue 1 / Direct Seller Malaysia /

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COVER STORY

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SUNRIDER INTERNATIONAL – TIMELESS TRADITIONS TO HARNESS THE POWER OF ANCIENT HERBS Sunny Beutler, Chief Executive Officer of Sunrider International, shares with CHRISTINA THOMAS, the exceptional story of the company’s founding journey encompassing family generations, ancient Eastern traditions and modern Western technology.

S

unrider International was founded on a lifelong passion to unearth the powers of herbal medicine

by Dr Tei-Fu Chen, accompanied by his wife, Dr Oi-Lin Chen. Founded in 1982 by Dr Tei-Fu and Dr Oi-Lin, Sunrider has grown in leaps and bounds since its inception in Utah in the United States of America (USA), 41 years ago. A pharmacist and a chemist by training, and an athlete, Dr Tei-Fu had gained much knowledge and experience on herbal remedies as a child growing up in Taiwan. While studying herbal medicine and pharmacology in college, he met and married Dr Oi-Lin, a gifted medical student from Hong Kong. The couple soon migrated to the USA, and paired their natural curiosity, scientific expertise and shared entrepreneurial spirit to start a business in natural products to change lives.

TURNING A LIFE-LONG PASSION INTO A LIFECHANGING BUSINESS Sunny, the daughter of Dr TeiFu and Dr Oi-Lin, reminisces, “When my dad started it, he had already been doing a lot of product development himself. He’s an athlete who participated in Judo and won championships in international competitions. So, he was sore all the time, and he made products for his own muscle soreness.”

Garnering a lot of requests from friends and acquaintances, at first, he was giving his products out for free. When Dr Tei-Fu realised that there was more demand for his products, he made more and started the business out of a small rented U-haul truck. “He put up much of his products, called Sunbreeze Oil – the very first product he ever sold for Sunrider. He handed out flyers everywhere; he held meetings and

only four people showed up, but they became our first distributors. From there, the business just expanded,” recalls Sunny.

Since then, there has been no stopping Sunrider – the company grew rapidly in the USA, and also quickly expanded to other countries in Asia and Europe, South America, Israel and Russia.

Speaking about the company’s core purpose, Sunny says that the goal has always been about helping people. “We have a philosophy called the Philosophy of Regeneration – that’s really how the products are developed and the basis of what we do.”

“If you nourish your body and cleanse it properly and naturally, doing exactly what your body needs, you can find balance. My parents helped people find that balance to achieve optimal health,” she continues.

2023 / Issue 1 / Direct Seller Malaysia /

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COVER STORY

OPPORTUNITIES TO FUEL SOCIO-ECONOMY Having experienced the hardships of making ends meet in a foreign country, Dr Tei-Fu and Dr Oi-Lin started the business with the objective of helping people feel healthy and also being able to make money at the same time.

“When my parents moved to the US, they were immigrants, and my dad worked 3 jobs, while going to school and also trying to support my mother who was finishing her medical residency across the US and on the East Coast,” Sunny shares.

“He was working a lot and all he wanted to do was have enough income so he could support his family at that time. They wanted to have the chance to share financial opportunities and healthcare with others,” she adds.

With that in mind, there was no stopping Dr Tei-Fu and Dr Oi-Lin in realising their dreams and mobilising their aspirations. With Dr Tei-Fu making the products, Dr Oi-Lin got involved in the company as President so that she could run all the operations for him.

RIDING INTO THE SUN Having started small in Utah, they soon moved the company to California in 1986 as the business grew, after which they moved again to the location of their current headquarters in Torrance, California.

“We had a manufacturing facility in Utah, as we manufacture all our

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own products, and then we moved the facility to Los Angeles, to the City of Industry at that time. In 1994, we opened a bigger manufacturing facility in the City of Los Angeles, really close to our headquarters,” Sunny highlights.

“Recently, we moved our facility to an even bigger location in Texas. For us, manufacturing is very important – with our main facility in Texas now, we also have satellite manufacturing facilities in China, India, Singapore and Taiwan,” she adds.

Selling across 50 countries, Sunrider’s products are manufactured at various locations. Sunrider has a complex 9-step manufacturing process which involves extraction, concentration, flo-coating, grinding and spraying. “It’s very intense to have a concentrated product,” Sunny explains while she stresses that key to their product quality is the strong foundations of their products.

Talking about pivotal moments in the company, Sunny explains that the company’s growth and the expansion of its manufacturing facilities are key moments. “I think the first product is always our key moment, then my dad developed our core products. Our core products are built around the Philosophy of Regeneration and the 5 systems in your body to keep them in balance. These core products have really carried the company along,” she points out.

To commemorate its 15th anniversary, Sunrider hosted a large

convention in China drawing more than 10,000 delegates. As the directselling regulations changed in China, Sunrider turned its focus to retailing and opened retail stores across China.

“Ten years later, we decided to open retail outlets in Singapore, Taiwan, Korea and Malaysia – we did franchise systems in these countries,” recounts Sunny.

GOING TO THE NEXT LEVEL In 2017, Sunrider shifted their business models in these countries back to direct selling. The company created a new and more attractive compensation plan. “We shifted away from the more traditional model and changed it to be more modern, for distributors to be able to earn income at different levels. We did some generational compensation plans,” she elaborates.

MALAYSIA – A STRONG DIRECT SELLING LANDSCAPE Speaking about the company’s presence in Malaysia, Sunny beams, “We are so excited to launch this new business model in Malaysia, as Malaysia is a strong direct selling country, and we thought that was a great opportunity for growth for Sunrider – this is indeed a pivotal moment.”

“The compensation plan is really important to us. We changed it to help people achieve their earnings in different ways. We have different

phases for everyone. We saw that direct selling was a bigger opportunity in Malaysia,” Sunny continues.

“In 2015, I told my parents that we should switch to direct selling so that people can earn money.

We researched and worked with consultants to relaunch in Asia. We had to bring something new and fresh, and the goal was to first develop the plan for Asia, and then the rest of the world,” she highlights.

According to Sunny, the rationale behind this is that “what will work in Asia, will usually work in other countries.”

UNPARALLELED QUALITY AS A STRATEGY A key strategy of Sunrider is to deliver the highest quality of products.

In fact, that attribute has always sustained the company in the past.

“Making sure that we continue to self-manufacture and maintain the highest quality standards is key to our progress,” explains Sunny.

Sunny shares that the company was recently commended by the NSF officer for cleanliness. “That is the foundation of our company and we use that as a tool to build our future.

We have been around for 41 years, so we want to be around for another 40 years. We want to pass it on to our children and continue to build on it,” she stresses.

SUSTAINABILITY With sustainability a key concern across the world and across all businesses, Sunny explains that Sunrider’s production processes, manufacturing, recycling of water, and the use of innovative techniques with more earth-friendly elements are testament to the company’s efforts in driving sustainability. “Our goal is to have more sustainable practices,” she notes.

In delivering a key piece of advice to consumers out there, Sunny says, “These are family-tested products and made with the highest quality.

James Yeoh Country Manager of Sunrider Malaysia.

These products are functional, not just trendy. These are products that find balance in our bodies.”

SUNRIDER – A BEACON OF HOPE James Yeoh, Country Manager of Sunrider Malaysia, supported Sunny’s thoughts on the company’s journey and expressed his perspectives on the excellent prospects that the Malaysian landscape holds for the company.

With Sunrider Malaysia picking up pace and experiencing rapid growth in recent years, James shares that the company has the biggest network and the highest number of distributors among their operations in the Southeast Asia region.

“Our distributor network has grown exponentially, with a more than 50% increase in the number of independent representatives joining in the last 4 years,” he points out.

Several factors have contributed to their success – first and foremost, it’s Sunrider’s unwavering commitment to quality products and customer satisfaction. The company’s headquarters in Los Angeles continually invests in research and development to bring innovative and market-leading products to our customers. Additionally, Sunrider’s

distributor-centric approach fosters a strong sense of community and support among the salesforces.

According to James, the local operation has also expanded its product portfolio to offer a wider range of high-quality, in-demand products that cater to diverse consumers, thus increasing business opportunities for distributors.

“Sales and earnings have reached all-time highs, with a double-digit increase in percentage in total revenue for the past three consecutive years.

This means more opportunities for our distributors to achieve their financial goals,” he stresses.

The company has also invested in cutting-edge technology, providing distributors with enhanced and improved tools as well as resources to better manage their businesses.

Additionally, the boost in high-impact training programmes and resources have also been established to drive distributors’ professional development.

James highlights that building a strong distributor network is crucial in MLM. “Our distributors are our partners in success. We offer extensive training programmes, mentorship opportunities, and resources to help them build their businesses,” he continues.

In driving business excellence among its distributors, Sunrider fosters a culture of recognition, regularly celebrating the achievements of distributors through awards and incentives. “The journey of Sunrider, as shared by our CEO, Sunny Beutler, is nothing short of inspiring,” James beams.

“It serves as a reminder that ethical business practices, innovation, and an unwavering commitment to quality can propel a company to remarkable heights in the oftencontroversial world of MLM,” he adds.

As Sunrider continues to grow and thrive, it remains a beacon of hope for those who believe in the power of direct selling to transform lives and build lasting success.

2023 / Issue 1 / Direct Seller Malaysia /

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Highlight

WFDSA STATS GLOBAL OUTLOOK

STRONG GROWTH IN THE GLOBAL RETAIL SALES LANDSCAPE

T

he analysis of the global results for 2022 by WFDSA STATS indicates that the industry faced various challenges amidst numerous positive opportunities. It was observed that the pandemic created a positive business thrust for direct selling industry players, forming favourable conditions for direct sellers in many markets. The pandemic had contributed to a surge in home deliveries resulting in new incomegenerating possibilities, from delivering fast food to groceries and parcels as well as ride-sharing services. The rise of social media selling and affiliate marketing has opened up new avenues for constant monetisation.

Tim Sanson, Co-Chair of the WFDSA Research Sub-Committee said, “The key to success in this evolving landscape is to adapt and find ways to stay relevant while offering immediate income streams that can grow over time.”

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Global retail sales have demonstrated steady growth over the past three years, with an estimated increase of 2.8 percent on a constant dollar basis or a 0.9 percent compound annual growth rate from 2019 to 2022. Sales figures in 2022 have surpassed both the pre-pandemic level of USD168,117 million in 2019 and the sale of USD172,147 million in 2020.

Overall, the global retail sales landscape has demonstrated strength and positive growth, showcasing the industry’s ability to adapt and flourish despite the challenges.

In 2022, the Asia/Pacific region recorded retail sales of USD71,509 million and accounted for 41.4 percent of global sales. This is followed by North America at 24.9 percent, Europe at 20.1 percent, South and Central America at 12.8 percent, Africa at 0.7 percent and the Middle East at 0.1 percent.

Regionally, Central and South America has the highest sales growth in 2022, an

increase of 2.8 percent, followed by Asia/ Pacific with an increase of 0.2 percent. The top 5 markets in the world are the USA, Korea, Germany, China and Japan.

A global overview of products and services reveals that the largest product/ service category by sales is wellness, which accounted for nearly one-third (30%) of global sales. Cosmetics and personal care accounted for 23% and household goods / durables accounted for 15%.

According to WFDSA STATS, the Asia Pacific region demonstrated encouraging progress with 16 markets witnessing growth in 2022 compared to just nine between 2019 and 2022.

The Malaysian market recorded a growth of 5.6% in 2022, which is largely attributed to increased sales during the pandemic period over the last two years, experiencing double-digit percentage increases. Malaysia’s Direct Selling Association said that in 2022/2023, the market experienced a correction, reverting

(CAGR) #2

Korea (+5.0%)

71,509

Asia /Pacific

#4

China (-13.6%)

55,591

Asia /Pacific (Excluding China)

#5

Japan (-3.6%)

#6

Malaysia (+9.8%)

#10

Taiwan, China (+3.1%)

#11

India (+13.3%)

#15

Thailand (-5.1%)

#19

Indonesia (-2.2%)

#21

Vietnam (+19.3%)

#22

Australia (+1.0%)

#23

+0.2% ▲

-1.7%▼

+2.8% ▲

+3.1%▼

Annual Retail Sales In USD (Millions) 55,591

18,475 15,818 11,616

8,634

4,582 3,230 2,282 1,424 1,223 1,214 1,192

Philippines (-5.1%)

493 485 370 358 113

Sales Shares in 2022 by Region Category

Global

Asia/Pacific

Americas

Europe

Wellness

30.3%

41.9%

28.9%

17.5%

Cosmetic & Personal Care

22.6%

21.2%

26.9%

15.2%

Househole Goods & Durables

14.9%

20.0%

12.9%

11.9%

Other Products & Services

5.7%

2.4%

7.1%

6.7%

Finamcial Services

4.8%

0.0%

8.0%

4.6%

Clothing & Accessories

4.3%

1.1%

6.3%

4.4%

Utilities

4.0%

0.6%

4.3%

8.2%

Books, Toys, Stationary, Etc.

3.6%

5.7%

1.9%

4.5%

Food Stuffs & Beverages

3.6%

4.3%

1.2%

7.8%

Home Care

3.3%

2.5%

2.5%

6.4%

Home Improvement

2.9%

0.2%

0.0%

12.8%

Total

100%

100%

100%

100%

Over Represented Versus Global Share Similar/Comparable to Global Share Under Represented Versus Global Share

Annual % Change

3-Year CAGR

Korea

+7.4% ▲

+5.0%▲

China

-8.0% ▼

-13.6%▼

Japan

-2.3% ▼

-3.6%▼

Malaysia

+5.6% ▲

+9.8%▲

Taiwan, China

0.0% ▲

+3.1%▲

India

+5.4% ▲

+13.3%▲

Thailand

-6.0% ▼

-5.1%▼

Indonesia

-3.8% ▼

-2.2%▼

Vietnam

+11.7% ▲

+19.3%▲

Australia

-7.8% ▼

+1.0%▲

Philippines

+2.3% ▼

-5.1%▼

Kazakhstan

+28.2% ▲

+18.5%▲

Singapore

+13.9% ▲

+9.8%▲

Other Asia/Pacific -10.6% ▼

+11.3%▲

Hong Kong, China

+5.7% ▼

-2.0%▼

New Zealand

+3.6% ▲

-5.3%▼

to pre-pandemic sales levels with single digit percentage increments anticipated.

Direct sellers were expecting a return to a more rationalised pattern amidst the enduring effects of the pandemic.

In 2023, among the 24 markets that recorded sales of $1billion or more, Malaysia ranked 6th with 2022 retail sales hitting $8.6 million, a 5.6% increase and a positive CAGR of 9.8%. In the study of the share of wellness products by country in 2022, Malaysia recorded a share of 47% in the Asia Pacific region. This was followed by other products such as cosmetics and personal care at 21%, household goods and durables at 16%, and foodstuff and beverages at 4%. In 2022, a total of 8.1million individuals were active in direct selling of which 65% are women in the business. In Malaysia, the direct selling industry contributes a total of 2.117% of the country’s GDP.

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Highlight

Top Markets in Excess of $1 Billion, USD In 2022, 24 markets had sales of $1 billion or more, the same number as in 2021. And the names of these 24 markets also remained the same.

The rankings of markets in the top ten in 2022 are unchanges from 2021.

Rank VS

Rank

Market

2021

1

United States

2

Korea

3

Germany

4

China

5

2022 vs 2021

Sales in USD (Million) $40,520

3-year VAGR (2022 Constant USD)

-5.0%

4.8%

$18,475

7.4%

5.0%

$17.986

6.6%

3.1%

$15,818

-8.0%

-13.6%

Japan

$11,616

-2.3%

3.6%

6

Malaysia

$8,634

5.6%

9.8%

7

Brazil

$7,632

0.0%

-0.2%

8

Mexico

$5,888

1.0%

0.8%

9

France

$4,583

-5.0%

-2.0%

10

Taiwan

$4,582

0.0%

3.1%

11

India

▲

$3,230

5.4%

13.3%

12

Italy

▲

$2,891

3.9%

1.2%

13

Canada

▼

$2,593

-18.4%

0.8%

14

Colombia

▲

$2,340

7.9%

10.5%

15

Thailand

▼

$2,282

-6.0%

-5.1%

16

Peru

$2,092

-1.7%

0.2%

17

Argentina

▲

$1,881

58.1%

65.38%

18

Russia

▼

$1,698

-22.6%

-7.3%

19

Indonesia

$1,424

-3.8%

-2.2%

20

United Kingdom

▲

$1,245

-21.0%

21.2%

21

Vietnam

▲

$1,223

-11.7%

19.3%

22

Australia

▼

$1,214

-7.8%

1.0%

23

Philippines

▼

$1,192

-2.3%

-5.1%

24

Poland

▼

$1,031

-6.8%

2.8%

172,891 157,074

71,509

Global

Global (Excluding China)

Annual Retail Sales in USD (Millions) 43,113

30,081 22,104 4,619 1,266 199

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2022 Retail

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-1.5% ▼

+0.9%▲

-0.8% ▼

+3.1%▲

Annual % Change

3-Year CAGR

Asia/Pacific

Asia/Pacific

+0.2% ▲

-1.70%▼

North America

North America

-6.0% ▼

+4.5%▲

European Union

European Union

+1.8% ▲

+1.6%▲

South & Central America

South & Central America

+2.5% ▲

+3.1%▲

Rest of Europe

Rest of Europe

-16.5% ▼

+1.7%▲

Africa

Africa

-11.2% ▼

-6.8%▼

Middle East

Middle East

-24.7% ▼

-7.5%▼

Highlight

DIRECT SELLING INDUSTRY CONTINUES TO RECORD GROWTH LOOKING AT THE GROWTH TRAJECTORY OVER THE PAST FEW YEARS, THE DIRECT SELLING INDUSTRY HAS SHOWED STEADY GROWTH FROM 2000. THIS TREND WILL CONTINUE IN 2022/2023.

S

trong entrepreneurial culture and thriving social networks in Malaysia are contributing factors that promote the growth of the Direct Selling industry in the country. This, paired with the country’s growing digital landscape impacts the industry in a positive way, providing sales people better support and enhancing their engagement with customers more efficiently.

In 2022 the Direct Selling industry is projected to hit RM28.5 billion in national sales, a solid increase from RM27 billion in 2021 and RM25.7 billion in 2020, the Direct Selling Association of Malaysia (DSAM) Board Report 2022/23 detailed.

The association recorded annual sales turnover of RM11 billion in 2022, a dip from RM12 billion the year before.

Where product segmentation is concerned, the Wellness segment remains the largest portion at 47% (45% in 2021) compared to

Cosmetics and Personal Care at 21% (20% in 2021) and Household Goods and Durables at 16% (21% in 2021).

Other segments are Foodstuff and Beverage (4%), Clothing and Accessories (3%), Home Care (3%), Books, Toys and Stationery (1%) and Home Improvement (1%).

In the Direct Selling industry, person-to-person remains the most popular sales method (39%). Other sales methods are on-line (37%) and party plan (18%).

With better ICT infrastructure, online ordering via a desktop is the most preferred method. This

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Highlight

is followed by handheld gadgets and physical location, both 26% respectively.

Interestingly, the phone (10%) and traditional mail (2%) remains a method for ordering products and services. It looks like the fax machine as a means of ordering has died. Last year, it stood at 2%.

The number of permanent staff dipped slightly in 2022 to 6,325 compared to 6,400 the year before.

In 2019 and 2020, full time staff

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grew steadily at 5,800 and 5,987 respectively.

Last year, the Administration department recorded the largest percentage of permanent employees in the Direct Selling business at 23%, this was followed by Customer Service and Distributor Training and Marketing at 19% and 16% respectively.

Sales and Supply Chain/ Distribution made up 16% and 15% of fulltime staff. The other

departments making up fulltime employment were Information Technology (4%), Research and Development (2%) and Manufacturing (2%) and Quality Assurance (2%).

Looking at the Independent Distributors category, Active Distributors, Registered Distributors, Number of Stockists and Workshop and Training Sessions all registered an upward trend.

The number of active distributors, meanwhile, grew to 3.9 million last year compared to 3.6 million the year before. Registered distributors swelled to 5 million last year compared to 4.5 million in 2021, while the number of stockists increased to 2,793 in 2022 compared to 2,198 the year before.

Last year also saw more workshops and training sessions being conducted – 2,340 compared to 1,919 the year before.

The DSAM, in its breakdown of distributors in 2022, registered 26% of distributors as full time, 26% as inactive ad 28% as part time.

In Direct Selling, training and workshops are the backbone of the industry. Last year, there were 637,000 persons registered as participants in customer programmes.

The feedback gathered from these programmes revealed that 16% of members offered preferred customer programmes and these contributed to an impressive 21% of a company’s overall sales.

According to DSAM, most distributors are predominantly women (65%) compared to men (35%). By ethnic groups, Chinese make up the largest portion of distributors (56%), compared to

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Highlight

Malays (35%) and Indians (4%).

Where language is concerned, the national language is the preferred means of communication (49%) compared to Chinese (39%).

Continuing on distributor profiling, a majority are in the 35-44 age category (28%). This is followed by the 45-54 age bracket (26%), 25-34 age group (20%), 55-64 age group (13%), 65 years and above (7%) and 18-24 years (6%).

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Interestingly, the age groups 35-44 and 45-54 are seeing small growths, while the other groups are recording small drops in membership.

Where corporate social responsibilities are concerned, RM4.1 million in total monetary donations were contributed directly to affiliated foundations or other charitable organisations. More than RM69 million in total value of

donations in-kind were made in 2022.

The manufacturing and exports segment saw total exports of RM43 million in 2022, a steep drop from the previous year’s RM92million.

Total imports also registered a drop to RM2 billion compared RM2.9 billion in 2021.

About 45% of products were outsourced to foreign manufacturers while 37% were outsourced to local manufacturers.

Highlight

DSAM ANNUAL GENERAL MEETING 2023 DSAM WELCOMES NEW OFFICE BEARERS.

D

SAM’s 2023 Annual General Meeting (AGM) was held at Eastin Hotel, Petaling Jaya. Datuk Tan Chong Guan, now Past-President, chaired the meeting and gave attendees a warm welcome in his opening remarks. He thanked the members for taking the time to attend this AGM. During the session, Vivien Yap, Treasurer, presented the audited accounts for the year ending December 31, 2022. The treasurer reported an overall increase in income derived from the joining of new members and the subscription fees reverting to normal rates, since

the fees were reduced over the last 2 years due to the pandemic. The treasurer also highlighted major expenses incurred during the year as well as the balance sheet.

The Honorary Secretary, Datin Fiona Khoo went on to present the Board Report for year 2022/2023, which was duly noted by the members. During the session, DSAM’s auditors were also appointed for the year.

The AGM witnessed two motions put forth which was duly passed by members.

The AGM also saw an election being held for office bearers. Datuk Tan, informed members of the

end of his term as President and thanked the Board Members and Sub-committees for their services to the Association. Tan Sri Dr Noor Hisham Abdullah’s appointment as DSAM’s new Code Administrator, effective June 1, 2023, was also announced. The Association expressed its sincere appreciation to Tan Sri Dr Sulaiman Mahbob for his contribution as the past-Code Administrator from 2004-2023.

A hearty congratulations to the new President and Board Members – wishing the newly appointed office bearers a fruitful term ahead and an impactful journey for DSAM and the direct selling industry.

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Highlight

DSAM’s new office bearers were announced as follows: President: Vice President:

Mohamad Zaihan Mohamad Ariffin of Amway (Malaysia) Sdn Bhd Hendrix Wong Kar Kit of Nu Skin (Malaysia) Sdn Bhd

Honorary Secretary: Datin Fiona Khoo Meang Tze of Elken Sdn Bhd Treasurer:

Yong Full Loong of Best World Lifestyle Sdn Bhd

Five Ordinary Board Members were also elected for the term 2023/2025, as follows: i. Winston Chen of PHHP Marketing (M) Sdn Bhd ii. Vivien Lim of CNI Enterprise (M) Sdn Bhd iii. Puang Ee Nang of Healthy Futures Sdn Bhd iv. Ashish Jasani of DXN Marketing Sdn Bhd v. Steven Chin of Herbalife Products Malaysia Sdn Bhd

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/ Direct Seller Malaysia / Issue 1 / 2023

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WHY JOIN DSAM AS A MEMBER?

The Direct Selling Association of Malaysia (DSAM) has been the voice of the direct selling industry over the last 45 years. Over the last 5 decades, DSAM has been creating impactful waves of transformation, establishing a robust and dynamic industry landscape to help direct selling industry partners to thrive in their businesses.

Grow your network and meet likeminded industry partners to propel your company to the next level.

Why Become a DSAM Member?

1

Operated by an independent secretariat. Strict confidentiality is assured.

2

Entitled to carry the registered DSAM logo, the standard bearer for the direct selling industry.

3 4

5

Advisory assistance on a wide range of areas.

Practise a Code of Conduct recognised by the World Federation of Direct Selling Associations (WFDSA) and Ministry of Domestic Trade and Ministry of Domestic Trade and Cost of Living (MDTCL). Members will be benchmarked against global standards.

DSAM’s Code of Conduct offers protection for consumers, member companies and independent distributors. Code compliance is overseen by our independent Code Administrator. The code also includes a structured complaint procedure.

6

Exclusive access to “Members Only” WFDSA and DSAM websites.

7

Personalised assistance when expanding to ASEAN affiliated markets.

8

Assistance and referral to more than 60 affiliated direct selling associations in the world when expanding globally.

9

Platform to raise issues pertaining to the industry to various ministries including MDTCL, Ministry of Health, Personal Data Protection Board, Human Resource Development Fund, Royal Malaysian Customs Department and others.

10

Monthly meetings with MDTCL to raise specific member-related issues to the Direct Selling Unit.

11

Collaboration with top international legal firms and tax consultants, providing the highest level of service to our members in these areas.

12

Regular CEO luncheons and meetings to discuss issues, exchange views, knowledge and experiences at the highest management level.

13

Periodic publication on all matters pertaining to the industry plus circulars for instant updates on urgent matters.

14

DSAM conducts annual surveys and produces an annual industry report, including market size, product segment contribution, and many others.

This is to assist our members in planning and forecasting.

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And more.

Reach out to us: Tel: +603-9770 0970

Email: info@dsam.org.my

Website: dsam.org.my

Members Directory

AG NUTRITION INTERNATIONAL SDN BHD Tel : 603-7802 8381 Website : www.agnutritioninternational.com

BRILLIANT POINT SDN BHD Tel : 603-4142 0411 Fax : 603-4142 0415 Website : www.bpi2u.com.my

EDUTEX TRADING SDN BHD Tel : 605-313 9988 Fax : 605-312 8068 Website : www.swisspro.com.my

HEALTHY HOMES MARKETING (M) SDN BHD Tel : 603-9221 2828 Fax : 603-9221 1868 Website : www.rainbowsystem.com

AGAPE SUPERIOR LIVING SDN BHD Tel : 603-2732 5716 Website : www.agapeatp.com

CADWARE PIONEER SDN BHD Tel : 603-9171 6952 Fax : 603-9171 6951 Website : www.cw-pioneer.com.my

ELKEN SDN BHD Tel : 603-8021 0088 Website : www.elken.com

HEALTHY WAY (MALAYSIA) SDN BHD Tel : 603-8656 9999 Fax : 603-8656 1232 Website : www.healthyway2u.com

ALIVE INTERNATIONAL SDN BHD Tel: 603-2713 4488 Website : www.devie.alive.my ALWAYS REMEMBER SDN BHD Tel: 603-4811 3291 Website : www.asiliglobal.com.my AMC ALLIED METALCRAFT CORPORATION SDN BHD Tel : 603-8081 7223 Fax : 603-8081 0277 Website : www.amc.info/en-my AMERIC CORPORATION SDN BHD Tel : 604-229 3470 Fax : 604-229 3480 Website : www.americ.com.my AM LIFE INTERNATIONAL SDN BHD Tel: 603-8070 7616 Fax: 603-8070 4616 Website: www.amlife.my AMWAY (MALAYSIA) SDN BHD Tel : 603-7946 2288 Fax : 603-7946 2399 Website : www.amway.my ANT BUILDER CONCEPT SDN BHD Tel : 013-338 8428 Website : www.abc360go.com ASCEND 1 SDN BHD Tel : 603-9520 2991 Website : www.ascend135.com ASEA REDOX MALAYSIA SDN BHD Tel : 603-2779 4012 Website : www.aseaglobal.com ASIA HERBAL BIOTECH SDN BHD Tel : 603-5622 2600 Fax : 603-5622 2900 Website : www.ahb2u.com ATOMY MALAYSIA SDN BHD Tel : 603-2718 8989 Fax : 603-2718 8988 Website : www.atomy.com/my AVON COSMETICS (M) SDN BHD Tel : 603-5033 2800 Fax : 603-5033 2900 Website : www.avon.com BLACKDIME INTERNATIONAL HOLDINGS SDN BHD Tel: 04-398 5095 Website : https://blackdimeinternational. com BE INTERNATIONAL MARKETING SDN BHD Tel : 603-8605 8500 Fax : 603-8605 8501 Website : www.beintl.com BEST WORLD LIFESTYLE SDN BHD Tel: 603-2119 8829 Website: my.bwlgroup.com BIING HAN ENTERPRISE SDN BHD Tel : 603-2144 1081 Fax : 603-2144 7443 Website : www.binghan.com

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CHINI ENTERPRISE (M) SDN BHD Tel : 603-4048 1268 Fax : 603-4041 9918 Website : www.chini.com.my CHUNGHO (M) SDN BHD Tel : 1800 88 6677 Website : www.chunghomy.com.my CNI ENTERPRISE (M) SDN BHD Tel : 603-5569 4000 Fax : 603-5569 3308 Website : www.cni.my CONFORER GLOBAL SDN BHD Tel : 603-9283 5289 Fax : 603-9285 3449 Website : www.conforer2u.com COSWAY (M) SDN BHD Tel : 603-2116 1188 Fax : 603-2148 5444 Website : www.cosway.com.my COWAY (MALAYSIA) SDN BHD Tel : 603-2059 0001 Fax : 603-2166 1677 Website : www.coway.com.my DE OCEAN INTERNATIONAL (M) SDN BHD Tel : 604-824 4040 Website : https://de-ocean.my/ DECHO BIO INTERNATIONAL SDN BHD Tel : 603-5569 8850 Fax : 603-5569 8840 Website : www.dechobio.com DCR MARKETING SDN. BHD Tel : 603-7832 6103 Website : https://dcr.com.my/ DIAMOND INTEREST SDN BHD Tel : 604-397 4675 Fax : 604-397 9230 Website : www.di2u.com.my DIJOMAA SDN BHD Tel : 603-5888 9018 Website : www.dijomaa.com DND WORLD SDN BHD (Formerly Known as Worldwellness Network Sdn Bhd) Tel : 603-7788 7791 Fax : 603-7788 0949 Website : www.worldwellness.com.my

ENAGIC (MALAYSIA) SDN BHD Tel : 603-2282 2332 Fax : 603-2282 2335 Website : www.enagic-my.com ESKAYVIE SDN BHD Tel: 03-5511 1050 Website : https://eskayvie.com/ EXCELLENT HOUSEHOLD RESOURCES MALAYSIA SDN BHD Tel : 603-5892 1962 Website : www.eharta365.com EXTEND MY NETWORK SDN BHD Tel : 607-5588 276 Fax : 607-5588 278 Website : www.extendintl.com FITLINE (M) SDN BHD Tel : 603-8081 6680 Fax : 603-8081 6102 Website : www.pminternational.com FLANTECH ASIA SDN BHD Tel : 604-537 2200 Fax : 604-537 0099 Website : www.flantechasia.com FOREVER LIVING PRODUCTS (M) SDN BHD Tel : 603-9282 0033 Fax : 603-9283 5055 Website : www.forever.net.my FORLIFE RESEARCH SDN BHD Tel : 603-7629 6800 Fax : 603-7629 6688 Website : www.4life.com

HERBALIFE PRODUCTS MALAYSIA SDN BHD Tel : 603-2687 3800 Fax : 603-2687 6262 Website : www.herbalife.com HOME DIRECT SHOPPING SDN BHD Tel : 603-2282 1233 Fax : 603-2282 1833 Website : www.bestproducts.my I-LINKAGE SDN BHD Tel : 603-2713 1288 Fax : 603-2713 1822 Website : www.nutric.com IMC HEALTHCARE SDN BHD Tel : 03-9107 8706 Website : www.imcbusiness.my IMMERI SDN BHD Tel : 603-8230 8851 Fax : 603-8230 8852 Website : www.immeri.my INFINITUS INTERNATIONAL (MALAYSIA) SDN BHD Tel : 603-8079 1828 Fax : 603-8079 1829 Website : www.infinitus.my JEUNESSE GLOBAL SDN BHD Tel : 603-7960 6005 Fax : 603-7960 9005 Website : www.jeunessemy.com JUST ESSENTIALS SDN BHD Tel : 603-6143 9008 Website : www.just.com.my

GANO EXCEL ENTERPRISE SDN BHD Tel : 604-734 6828 Fax : 604-732 3828 Website : www.ganoexcel.com.my

K-LINK INTERNATIONAL SDN BHD Tel : 603-7948 2333 Fax : 603-7948 2338 Website : www.k-link.com

GCOOP MALAYSIA SDN BHD Tel : 603-9212 8128 Website : my.gcoop.com

KYANI (M) SDN BHD Tel : 603-5022 0833 Fax : 603-5022 0836 Website : www.kyani.net

GOODARCH TECHNOLOGY SDN BHD Tel : 603-9054 7589 Fax : 603-9054 5689 Website : www.mygoodarch2u.com GREATEN BRIDGE SDN BHD Tel : 603-8656 6399 Website : www.greatenbridge. com

LG ELECTRONICS (M) SDN BHD Tel : 603-7962 7777 Fax : 603-7962 7700 Website : www.lg.com/my LIFEWAVE (M) SDN BHD Tel : 603-9771 0535 Website : www.lifewave.com

DOTERRA MALAYSIA SDN BHD Tel : 603-2633 7888 Website : www.doterraeveryday.my/

GROLIER (MALAYSIA) SDN BHD Tel : 603-2688 1688 Fax : 603-2070 5708 Website : www.grolier-asia.com

DXN MARKETING SDN BHD Tel : 604-772 3388 Fax : 603-772 1188 Website : www.dxn2u.com

HDI NETWORK (M) SDN BHD Tel : 603-5633 0906 Fax : 603-5633 3129 Website : www.hdinetwork.com

LONGRICH BIOSCIENCE (M) BHD Tel : 603-2289 0888 Fax : 603-2289 0828 Website : www.longrich.com

EDMARK (MALAYSIA) SDN BHD Tel : 603-8070 2488 Fax : 603-8075 3366 Website : www.edmarker.com

HEALTHY FUTURES SDN BHD Tel : 603-7620 6865 Fax : 603-7620 6857 Website : www.saladmaster.com

LUXOR NETWORK SDN BHD Tel : 603-7681 2233 Fax : 603-7681 2266 Website : www.luxornetwork.com.my

LIFEPHARM ENTERPRISES SDN BHD Tel : 603-3319 2442 Website : www.lifepharm.com

MANAMANA INTERNATIONAL SDN BHD Tel : 603-7788 7791 Fax : 603-7788 7792 Website: www.manamanamall.com MARKET MALAYSIA SHOP SDN BHD Tel : 603-2289 3388 Fax : 603-2289 3300 Website : www.mys.shop.com MARY KAY (MALAYSIA) SDN BHD Tel : 603-7711 7555 Fax : 603-7711 7556 Website : www.marykay.com.my MAX HEALTH & LIVING WORLDWIDE (MALAYSIA) SDN BHD Tel: 603-7494 1270 Website : mymaxoffice.com MAX PINE INTERNATIONAL HOLDINGS SDN BHD Tel : 604-506 0185 Fax : 604-506 0187 Website : www.maxpineinternational.com MDDCONNECT HOLDINGS SDN BHD Tel : 603-2710 5767 Website : https://www.mddermatics.com/ MEIZIYA INTERNATIONAL SDN BHD Tel : 605-241 0871 Website : https://meiziya.com MOI WORLDWIDE SDN BHD Tel : 603-9221 0586 Fax : 603-9221 0586 MORINDA (MALAYSIA) SDN BHD Tel : 6017-629 1377 / 6017-376 4810 Website : www.morinda.com MOVON SDN BHD Tel : 03-2779 2921 Website : https://lockin.com.my/ https://movon.com.my/ NATURAL HEALTH FARM MARKETING (M) SDN BHD Tel : 603-5569 3721 Fax : 603-5569 0139 Website : www.nhf.com.my NEFFUL (MALAYSIA) SDN BHD Tel : 603-2031 1177 Fax : 603-2031 1155 Website : www.nefful.com.my NEW U LIFE MALAYSIA SDN. BHD Tel : 1800-813-460 Website : www.newulife.com NHTC WELLNESS PRODUCT MALAYSIA SDN BHD Tel : 603-2703 1030 Website : https://malaysia-en.nhtglobal.com NORWEX MALAYSIA SDN BHD Tel : 603-3099 3339 Website : www.norwex.com NU SKIN (MALAYSIA) SDN BHD Tel : 603 2779 4900 Website : www.nuskin.com.my N.Z. NEW IMAGE SDN BHD Tel : 603-7940 3688 Fax : 603-7940 3600 Website : www.newimageasia/my ODC INTERNATIONAL (M)SDN BHD Tel : 603-8051 0033 Website : www.e-odc.com ODO SDN BHD Tel : 606-312 1199 Website : www.odo4u.com

OLA BELEZA SDN BHD Tel : 603-5632 4313 Website : www.natura.com/my OLYLIFE INTERNATIONAL SDN BHD Tel: 603-4812 6591 Website : www.olylife.com.my OMNI AAA (M) SDN BHD Tel : 603-6207 9811 Fax : 603-6207 9812 Website : www.omniaaa.com OMX NUTRITION SDN BHD Tel : 603-8025 9103 Fax : 603-8025 9110 Website : www.omx.com.my OPTIMO INTERNATIONAL SDN BHD Tel : 603-5192 1989 Fax : 603-5192 1978 Website : www.optimo.my PANPAY HOLDINGS SDN BHD Tel: 603-8080 3159 Website : https://panpay.asia/ PERFECT PENTAGON SDN BHD Tel : 603-7620 3800 Fax : 603-7620 8282 Website : www.perfect100.com.my PERSONAL COLLECTION SDN BHD Tel: 603-5569 7934 Website : www.personalcollection.com.my PHHP MARKETING (M) SDN BHD Tel : 607-861 9889 Fax : 607-861 5023 Website : www.phhp.com.my PLUS XNERGY MICRO SDN BHD Tel: 603-8993 9050 Website : www.plusxnergy.com PURE N FRESH MARKETING SDN BHD Tel : 604-730 1720 Website : www.purenfresh.com.my QNET (M) SDN BHD Tel : 603-7967 9888 Fax : 603-7957 5142 Website : www.qnet.net.my RELIV INTERNATIONAL SDN BHD Tel : 603-5638 8788 Website : www.relivasiapacific.com.my RETURN LEGACY SDN BHD Tel : 603-61446399 Website : www.returnlegacy.com.my REVELL SDN BHD Tel : 603-4021 3800 Website : www.revellglobal.com RICHNERGY INTERNATIONAL SDN BHD Tel : 603-7499 2348 Fax : 603-7492 2219 Website : www.richlegacy2u.com RIWAY (MALAYSIA) SDN BHD Tel : 603-77345939 Website : www.web.riway.com SACHAWAY SDN BHD Tel: 607-558 2188 Website : www.inchaway.my SAHAJIDAH HAI-O MARKETING SDN BHD Tel : 603-3348 8588 Fax : 603-3348 8133 Website : www.sahajidahhai-o.com.my

SHAKLEE PRODUCTS (MALAYSIA) SDN BHD Tel : 603-5622 3188 Fax : 603-5622 3199 Website : www.shaklee.com.my

TRUE MIX SDN BHD Tel : 603-7804 9326 Fax : 603-7806 9326 Website : www.thermomix.com.my

SHUANG HOR ENTERPRISE (M) SDN BHD Tel : 603-6275 8818 Fax : 603-6276 6822 Website : www.shuanghor.com.my

TUPPERWARE BRANDS MALAYSIA SDN BHD Tel : 603-5022 8900 Website : www.tupperwarebrands.com. my

SIANG HIN NETWORK SDN BHD Tel : 603-7960 7322 Fax : 603-7960 7323 Website : www.grandsun.com.tw

UGS NETWORK SERVICE (M) SDN BHD Tel : 603-5879 1586 Fax : 603-5871 9587 Website : www.ugsnetwork.com.my

SINGER (MALAYSIA) SDN BHD Tel : 603-7985 9090 Fax : 603-7985 9199 Website : www.singer.com.my

UHS ESSENTIAL HEALTH (MALAYSIA) SDN BHD Tel : 603-2246 0800 Fax : 603-2246 0901 Website : www.usana.com

SK MAGIC RETAILS MALAYSIA SDN BHD Tel : 603-2716 6399 Fax : 603-2716 6400 Website : www.skmagic.com.my STEMEY (MALAYSIA) SDN BHD Tel : 604-646 9028 Fax : 604-646 7153 Website : www.stemeyglobal.com STOLLE (M) SDN BHD Tel : 603-7498 0606 Website : www.stolle.com.my SUCCESSMORE BEING (MALAYSIA) SDN BHD Tel : 603-6150 2066 Website : www.successmore.com SUNRIDER INTERNATIONAL (MALAYSIA) SDN BHD Tel : 603-4253 3266 Fax : 603-4251 4986 Website : www.sunrider.com SUPERLIFE WORLD SDN BHD Tel : 603-9202 6566 Website : www.superlifeworld.com SWISDERM INTERNATIONAL (M) SDN BHD Tel : 603-5879 8544 Fax : 603-5879 8544 Website : www.swisderm.com SYNERGY WORLDWIDE MARKETING SDN BHD Tel : 603-7710 8228 Fax : 603-7710 9229 Website : www.synergyworldwide.com TDC HOLDINGS SDN BHD Tel : 016-561 3380 Website : www.tdchb.com THANKS AI SALES & MARKETING SDN BHD Tel : 603-7932 1613 Fax : 603-7932 1619 Website : www.thanksai.my TIENS HEALTH DEVELOPMENT (M) SDN BHD Tel : 603-2201 8233 Website : www.tiens.com.my TOTALIFE (M) SDN BHD Tel: 603-6140 1137 Website : www.totalifeglobal.com TOTAL LIFE RENEW (M) SDN BHD Tel : 603-8703 2020 Website : www.totalliferenew.com

UNICITY MALAYSIA SDN BHD Tel: 603-4816 7699 Website : www.unicity.com/MYS/ V SWISS SDN BHD Tel : 018-780 8889 Website : www.v-swiss.com VII NUTRITION SDN BHD Tel : 603-9766 5388 Website : www.viinutrition.com VING VOIZ SDN BHD Tel : 603-8966 3088 Website : www.vingvz.com VIVA LIFE SCIENCE SDN BHD Tel : 603-7859 8248 Fax : 603-7859 8249 Website : www.vivalife.com.my VOLTEN ASIAEMALL SDN BHD Tel : 603-5524 7746 Website : www.volten.info WEALTHY PENTAGON SDN BHD Tel : 603-2280 0068 Fax : 603-2280 0568 Website : www.easecoxgroup.com W MYTHS INTERNATIONAL HOLDINGS SDN BHD Tel : 604-539 0221 Website : www.wmyths.com YMR INTERNATIONAL MARKETING SDN BHD Tel : 609-844 2775 Fax : 609-848 4775 Website : www.ymr2.net YOUNG LIVING (MALAYSIA) SDN BHD Tel : 603-2280 1000 Fax : 603-2280 1002 Website : www.youngliving.com/en_MY ZINZINO MALAYSIA SDN BHD Tel : 603-7955 2222 Fax : 603-7956 2222 Website : www.vmalife.com ZHULIAN MARKETING (M) SDN BHD Tel : 604-616 2020 Fax : 604-641 3020 Website : www.zhulian.com.my 27 VENTURE SDN BHD Tel : 603-8051 7352 Website : www.27group.com.my

TOTAL REACH MARKETING SDN BHD Tel : 088-246B404 Website : www.newlife.my

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