Longrich

Longrich is a Chinese multinational conglomerate company with diverse business interests, primarily focused on cosmetics, health products, household cleaning supplies, and real estate. The company employs tens of thousands of people globally and operates in numerous countries.

Overview:

Longrich, officially known as Jiangsu Longliqi Bio-Science Co., Ltd., was founded in 1986 by Xu Zhiwei in Changshu, Jiangsu province, China. Initially, the company focused on producing mosquito coils before expanding into other sectors. Longrich utilizes a multi-level marketing (MLM) distribution model for a significant portion of its product sales, employing independent distributors.

Products:

Longrich's product portfolio includes:

• Cosmetics: Skin care products, makeup, and personal hygiene items.
• Health Products: Nutritional supplements, herbal remedies, and health drinks.
• Household Cleaning Supplies: Detergents, disinfectants, and cleaning agents.
• Other: Pet care products and real estate investments.

Business Model:

Longrich employs a direct selling (MLM) business model, relying on a network of independent distributors to market and sell its products. This approach allows individuals to earn income through direct sales and by recruiting other distributors. The MLM aspect of the company has been subject to scrutiny and debate regarding its ethical implications and sustainability.

Global Presence:

Longrich has established a global presence with branches and distributors operating in Africa, Asia, Europe, and North America. The company actively promotes its products and business opportunities through international conferences and events.

Controversies:

Like other MLM companies, Longrich has faced controversies related to its business practices, including allegations of pyramid schemes and concerns about product efficacy. Regulatory bodies in various countries have investigated the company's operations.