2010年9月20日星期一

If the Avon into Watson...

On the surface, Avon's plight is due to channel the chaos caused, in fact, the deep reason is because of

its lack of a clear positioning strategy.

As a 124-year history of direct selling companies Avon in the direct sales model has been used overseas,

has a mature management experience and payment standards, but Avon has

Is the chosen change course, abandon all along insisted on the direction, has become a relatively pure

Japanese enterprise, in terms of channels, or in product design, both

Like most of Procter & Gamble, L'Oreal and other traditional Japanese enterprise. Avon Why change? In

1998, after the Chinese government promulgated the ban on direct sales, direct selling enterprises to

foreign capital required to "

Shops + direct seller "sales model business activities. In order to get the first direct selling license,

Avon reports 11 easy to draft, which will ultimately make it completely changed the original

Some direct sales model, has since started recruiting dealers to open stores, specialty stores selling

products through direct sellers....


For multinational companies, localization is a permanent task and they want to settle down roots in the

Chinese market. Too adhere to the principles, such as Google, completely give up

Fundamental, such as Avon, have stumbled in the localization. The former withdrew from the Chinese

mainland market, while the latter is difficult to survive in the quagmire. There is no doubt the failure

of localization "

Extreme "label: either refused to change by China, or completely change by China. Avon's transformation

seems forced, in fact, intentional, with the Avon

China's defeat in the category of "under pressure of transformation", than it is to give up their core

competitiveness and self-tasted the bitter pill.

Business model itself is not right or wrong, select the retail market in Avon is not a wrong choice to

some extent, at least it is in the Chinese market has more than 6,000

Store. The "end to the king" in context, this is a huge network of the terminal has sufficient mass

destruction. Make a bold assumption: If the Avon, as Watson

The same as selling other brands of products, think of these shops will have much energy.

Why is Avon the past few years has been very tangled, the largest because it wanted to "fish" and "eat"

have both. The power of choice and sometimes devastating, when you choose

The fish, which means bear's paw will be farther and farther away from you. Many people believe that the

total return of direct marketing is its best way out is the direct reason for the survival of a century

the fundamental Avon

, And Amway's success also shows promising direct sales in the Chinese market.

However, after ten years of development, the development of direct selling Avon the best time to have

missed. Avon and distributors of long-term action, a relatively thin product category, and

Price system has long been, its development would adversely affect the direct selling business.

In contrast, I personally optimistic about Avon cosmetics from a manufacturer, retailer completely

transform into the prospect of a terminal to open attitude to accept other brands, it

Like Watson, the same as salsa. Once the transfiguration successful, all the cosmetics company Avon crush

wants to get into the shop. On Avon, this may have significant

Risk, but worth a try.

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