2017-05-02 12:17

 

AVON announced the development of China's new plan to attract attention after 90

 

[report] net Beijing on April 22nd news (Daily News) in April 20th, the "daily economic news" reporter learned from the AVON, the brand is promoting a series of actions, including product innovation, channel upgrade and optimization of customer relationship management. AVON (China), said Yang Jiahui, head of the market, in the past few years, its internal reform has been carried out, but also a breakthrough innovation.
In the rapid development of the cosmetics market replacement, competitive today, the younger consumer groups tend to be more and more Japanese and South Korea and some local brands, 131 year old AVON in the Chinese market there are more opportunities?
Will push multi brand strategy?
1990, AVON to enter China, is the first to get direct sales license in China, foreign companies, with direct sales model to quickly occupy the Chinese market. However, over the past few years, AVON has experienced several changes in marketing channels, swing between retail stores and direct sales model, performance was also sluggish. In this context, AVON has repeatedly been outgoing desire to withdraw from china.
"AVON has been in, has not left. We have been doing in the innovation breakthrough, we also feel that now is an opportunity to let you know what AVON has done over the past few years, the AVON brand introduced to more young consumers." 20 afternoon, Yang Jiahui so on the daily economic news reporter responded.
From AVON official information display, in addition to being actively used patented product innovation, the channel also has a clear strategy: to promote online and offline channel layout, to meet consumer demand through the "beauty shop in +CS channel + online mode.
AVON said that with this plan, which is being upgraded stores. Currently there are 45 stores have been upgraded, then there will be more." Yang Jiahui pointed out that these stores AVON is not straight, but its dealers operating. Some dealers if interested in AVON, we will actively do business, the future will have more stores open." Allegedly, AVON stores in the country has more than 1 thousand.
And many of the old cosmetics companies, AVON is facing a problem: as 70, after 80 well-known brand how to attract more 90 percent of the favor. To this end, it is also actively layout of the electricity supplier business, allegedly, in this platform, the follow-up will be launched specifically for young consumers. Digital marketing is sure to do, will do more in line with the expectations of 90."
L'OREAL, Estee Lauder and other cosmetics companies are different, AVON has been adhering to the development of a single brand in the future whether it will push a variety of ways to brand strategy has been outside attention. In this regard, Yang Jiahui gives four words: please look forward to.
Social media helps fair competition
AVON's initiative to announce its new strategy to the outside world, indicating that the start of the attitude, but in the past performance of a low-key period of time, the Chinese cosmetics and even the daily market is undoubtedly a larger change.
According to the forecast and statistics of the three party research and research companies such as Rui Rui, Nelson, and so on, at present, the overall development of China's daily chemical industry has shown a new state: the overall market slowdown and slowing trend is expected to continue. By the end of 2015 the forecast, the next 5 years, the industry average compound growth rate of about $10%, and according to the latest forecast by the end of, the industry average compound growth rate down to about 6.7%.
In the context of the slowdown in the industry, the competition between brands has become increasingly fierce. From the whole, the current high-end cosmetics market in China, the low-end and low-end brand differentiation gradually formed, market segmentation to accelerate. Domestic cosmetics brands are mainly concentrated in the low-end market, while overseas brands are mainly dominated by high-end market. The previous domestic brand products cheap, and more concentrated in the two or three line of the market, but some large domestic cosmetics enterprises began to develop high-quality products, to enter the domestic high-end market, to meet the increasing consumer demand Chinese. In the past, overseas brands are mainly monopolized by European and American brands. In recent years, with the rapid development of Korean and Japanese brands, the competition of overseas brands has become more and more intense." Wang Wenhua, executive director of CIC consulting, told the daily economic news reporter.