[straight news network Beijing June 21 News] (Beijing Daily) has been quiet for many years, the industry that exit the Chinese market has been imminent Avon is brewing regression. Recently, Beijing Business Daily reporter was informed that AVON will upgrade the existing franchise stores at the same time, to start the brand rejuvenation strategy, increase product line for the target group of young consumers to upgrade. From this point of view, January March Avon large shareholders Cerberus capital management, the Avon revival plan will soon in China formal be born. The industry believes that the aging of the product AVON wants to achieve through the young consumers need to be longer than expected.

Marketing promotion

26 years after entering the Chinese market, through the performance by a big margin decline Avon tried to rebirth, but the first step in the rebirth of the not overweight aging product line, choosing instead to go ahead of the rest of the marketing channel. Recently, AVON in Shanghai Film Museum held a 2016 dealer conference, with the presence of more than 300 dealers to share the image of the franchise store upgrade and experiential marketing as the main axis of the reform program.

According to the plan, this year, AVON will be the site upgrade in the country preferred 50 stores, shops and to enhance the brand image. 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, AVON will also select the country's 20 stores in the implementation of the location of the central region's flagship store plans to build local AVON brand benchmark.

According to the plan selection criteria for the upgrade of the franchise stores, Avon responsible person in an interview with the Beijing Daily reporter said Avon will choose at present on the market operating in good condition, proper location of the shop store to upgrade the site. Upgrade plans in the store and the flagship store will be the two or three line of the provincial capital city as the target area.

It is worth mentioning that, with the escalation of the franchise stores, AVON's target consumer groups have changed. "For any brand, the young consumer is very important to grasp. To create a group of favorite shops atmosphere, and follow-up product development and transformation, is the next step in the development of AVON's development in china."

Change to survive

"Chinese consumers have been questioned for many years," why do not see AVON's products everywhere "? This is AVON's biggest problem in China. Although our products to maintain a high quality and cost-effective, but not with consumers, especially young consumers to establish a close contact." AVON relevant responsible person in an interview with the Beijing Business Daily reporter pointed out that the next step in where consumers, AVON is where.

In the industry view, AVON is the first choice of shop image transformation rather than the purpose of product line innovation is to establish a AVON has been missing in the past, the brand image. "In the past few years, even though I have been to the internationalization of the brand itself, but in the eyes of consumers, Avon is the image of the street door smallholder Avon store. Dealers all over the country greatly weakened the uneven in quality, the AVON brand concentration."