Direct reporting network in Beijing in September 30th (the new express) recently, for many years, the loss of AVON once again came out to withdraw from china. In this regard, AVON China in its official micro-blog released a statement saying that the progress of AVON's work is good, and said China has always been an important market for AVON, indirectly denied the need to withdraw from china. At the same time, AVON China responded to the media said, did not withdraw from the Chinese market plans. From AVON's statement and its recent publicity content, the future of AVON in China will focus on specialty stores and network channels, direct sales is not the focus. The industry believes that, regardless of what strategy, AVON should first fully understand China's national conditions and market, on this basis to do the layout, may be able to save the fate of its market in china.

Intends to re operate the Chinese market

In September 23rd, AVON China mentioned in the official micro-blog statement, since 25 years, China has always been an important market for AVON, customer loyalty is very high, they know and trust the AVON brand, perfect store network and leading products."

AVON Chinese market director Yang Jiahui also said that AVON has a lot to get direct selling license to do direct sales, but later found that fusion stores and direct sales model is not ideal, so back to the store, now do business in direct sales.

Reporters found that the recent AVON China in the official micro and WeChat public number publicity a variety of products, including AVON's new live regeneration cream, AVON eternal perfume, and so on, and in some of the popular WeChat public no.. September 28th, WeChat announced in the AVON public, AVON's official website with a new upgrade, with a more clear product classification, page design is also more concise and clean.

The industry believes that these dynamic transfer of the same information, the company is interested in the re operation of the Chinese market. AVON's 2015 three quarterly show, quarter revenue of $1 billion 666 million 900 thousand, down 22%, net loss of $697 million, of which China market decline especially. Year after year decline in performance so that AVON has to make a change.

Electricity suppliers channel transformation or force focus

With the direct sales model, Amway, MaryKay and other enterprises in recent years to get a better development, but because of the decline in performance, AVON has repeatedly been to withdraw from china. What is this?

A direct selling industry veteran told reporters that AVON is the direct origin, but not to direct the "root", in the absence of Chinese carefully study the market situation, several times due to policy trends and transformation, wavering strategy, this is the most important reason to miss good opportunity, in the development of direct selling in China the dilemma.

May be aware that in the direct selling industry is difficult to have a big breakthrough, AVON China will focus on the store and network channels. In addition to the store, AVON Chinese settled in Tmall, Jingdong and three party shopping platform. Reporters yesterday afternoon to see in AVON Tmall official flagship store, the number of fans have been 267 thousand in the sale of products, including moisturizing gel, cream, sunscreen products, price are not more than one hundred yuan. The best selling is little body lotion, the price of 29.9 yuan, monthly sales reached 7857 pens, buyers evaluation is positive. In Jingdong, AVON proprietary flagship store selling little body milk products such as light, little care package evaluation is as high as more than 70 thousand, remarkable.

Insiders believe that AVON's product positioning is relatively cheap, in the current situation, the force of electricity suppliers is a test strategy. But no matter what strategy, AVON should first fully understand China's national conditions and market, on this basis to do the layout, may be able to save the fate of its market in china.

Guangzhou: shop hard to find

Data show that in 2003, AVON has a maximum number of retail stores in China, there are more than 10 thousand, at this time, AVON's sales reached 2 billion 400 million yuan in china. And now, AVON in the country has only more than 1 thousand AVON stores and cosmetics franchise stores. Now in the first-tier cities, has rarely see the store. Consumers have memories, at about ten years ago, Guangzhou has a number of AVON stores, but now has been hard to find.

Reporters yesterday from AVON official website was informed that, at present Guangzhou area only 10 stores in the business, and most are located in center city, of which 3, Panyu District Baiyun District 2, Haizhuqu District 2, Whampoa　, Yuexiu, Tianhe 1. AVON is not Chinese stores in Guangzhou dropped, only 5 stores in Beijing. Shenzhen 6, Shanghai 5.

Yesterday afternoon, the reporter according to AVON Guangzhou store phone, randomly picked 5 dial in the past, there are 3 no answer. A person in charge of answering the phone said that before the sale of AVON's products, but now AVON's business is affected by some, so it will be the agent of other brands of skin care products and beauty equipment to increase revenue.

Another AVON store responsible person to join AVON has more than 20 years, compared with the earlier years, AVON's store in recent years, the number of stores is quite obvious. She believes that this is related to the current economic environment, in addition to AVON and the daily chemical industry, the clothing industry and other entities of the economy are also a lot less, the most important is to look at the individual operating capacity. 3

(original title: AVON Guangzhou area stores only 10)

Editor: Chen Feng

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