Advance and retreat have degrees to win market share.docVIP

 PAGE \* MERGEFORMAT 9 Advance and retreat have degrees to win market share F brand is a semi-professional half-day brand. Has a similar breakdown of the professional line of branded products, covering Cleanser, toner, exfoliating cream, massage cream, essence, facial mask, facial cream, essential oils and other varieties; but also has similar to the popular Japanese brand products, such as shampoo, shower gel and other products. Oil price from 100 yuan to 300 yuan, ranging in price from other products, 40 yuan to 100 per month. Second half of 2003, with the entire store’s unique image and personal care products store concept, reached the X market. An investment will be down, signing enthusiastic gratifying results. Everybody thought that, after rolling on the financial resources of the. However, by 2004, the market not only failed, as originally forecast, as the rapid development of the contrary, the franchise in name only, under the leadership of the United States how to fill the number of shops selling goods, under the leadership of the United States does not even willing to shop, there is no interest to do so F brand. Market was an avalanche state, franchisees complaining, agents due to low profits were no longer willing to support, the factory due to high personnel costs, lower sales dilemma. In this way It took another year or so, franchise dead again opened to open another death, the market growing in the passive, the U.S. lead is getting harder and, increasingly slim profit margins. Into, or back then? After preliminary analysis, we found: F three major advantages of the brand, but also the Achilles heel of F brand. Advantage 1: professional products, simplified operation (which is also the Achilles heel of I). Simplified operation is relative to the brand for the purposes of the professional line. Specialized products, decided to go on the great difficulty of channels, because the product of professional, it means that the training business a long