[direct reporting network Beijing June 24th] (Information Times) in the Chinese market can hardly find the store, the industry believes that AVON has been out of the market, but recently there has been a new action. Reporters recently learned that AVON's existing 50 franchise stores to upgrade at the same time, to start the brand rejuvenation strategy.

This also means that the January March Avon large shareholders Cerberus capital management, the Avon revival plan will be in China officially landed. However, the development of the AVON brand, many industry insiders believe that it is very difficult.

Fully equipped for the new

AVON upgrade marketing channels

Has been in direct sales channels and traditional channels swing of AVON, almost forgotten by the vast number of consumers, was once the industry will exit the Chinese market. Today, Avon re ready to go. Recently, at the Shanghai Film Museum, Avon held 2016 dealer meeting, and present more than 300 distributors to share the franchise stores image upgrading and experiential marketing as a reform plan of the spindle. Surprisingly, the upgrade of the first step is not overweight aging product line, choosing instead to upgrade the marketing channel.

According to the plan, this year AVON will in the preferred 50 stores to the site upgrade, in order to enhance the brand image and store. New Avon franchise stores image will hit romantic greenhouse "design concept, shops will be divided into for different regions of personal care and daily skin care, make-up, designed for customer experience products exclusive experience zone will debut in the Avon store. In addition, the reporter also learned that, this month, Avon in the Chinese market were "new living light perception net Che series" new sale, but most consumers surveyed have said, "never heard of".

AVON said that the store's upgrade is in order to attract more young customers, the upgrade plan of the stores and flagship store will be the two or three line of the provincial capital city as the target area.

Industry: business model is not clear is still flawed

Overweight marketing channels, to increase service experience, to attract young consumers action, for the development of Avon brand? AVON is still able to return to the consumer's line of sight? In this regard, the reporter interviewed a random 20 consumers in the 20 to 50 years old, 90% of the respondents said, at present many brand franchise stores, cosmetics brand in the market have a variety of high-quality selection, Avon brand too old, you might not consider. 10% of consumers said it would consider trying. Ms. Lee, nearly 50 years old, she said, his first lipstick is the AVON brand, so if the store is not good after the upgrade, they will choose to try.

Anonymity, a cosmetics brand director told reporters, if you are not sure you want to go the way, even if the store upgrade is not helpful to its development." The director said that AVON is currently the most important or to determine their own business model, in the end is the direct sales model or the traditional channels? Otherwise, the military instability, internal problems will be a mess. "The transformation and upgrading of the franchise stores are sure to enter a good shopping malls, good gold zone, to create product positioning. But with the market is very familiar with the L'OREAL, Estee Lauder and other old brands, AVON's brand competitiveness in where? Almost no market competitiveness is positive. If you stick to the direct sales channels, AVON direct sales staff lost almost completely, in such a situation must be stable direct sales staff confidence."

Response: direct and traditional channels have blurred boundaries

For now, AVON still maintained a pattern of direct sales channels and the coexistence of franchise stores, and price system chaos is an important reason for AVON to go down the road. With lung nilfisk cosmetics direct selling enterprises of the relevant person in charge told reporters, the nilfisk advance has electricity, direct marketing, the traditional three marketing patterns, there were three independent division, its products are also different, so there is no price system. "And AVON two channels are operating, so be sure to pay attention to the distinction between product and price system." The person in charge said.

Yesterday, AVON China market director Yang Ruth in an interview with reporters, said: "we have to transform the new image store, is in the hope that the Chinese market has a new beginning. In the past period of time, we are in the market, business, planning are not ideal, many consumers also reflect the purchase of our products. For this reason, we would like to use the image of the store now upgrade, re plan to catch up."

For the people in the industry pointed out that Avon's "business model is not clear," the problem, Ruth in response to Yang said: "whether to go direct sales channels and traditional channels. We don't want to tangle, consumers where. We're going to where. In fact, the boundaries between the two increasingly blurred, there has been a new business model, that is, online and offline mutual drainage. All we need to do is to put the line under a good service and experience to consumers, so that consumers will be recognized, and then go online to buy." 3

(original title: AVON recently moves frequently to upgrade marketing channels to seek "stand up")

Editor: Chen Feng

Interpretation of the news hot spots, showing sensitive events, more exclusive analysis, in the "things" WeChat, scan two-dimensional code free reading.