Maybelline popular rather than the road of.docVIP

 PAGE \* MERGEFORMAT 8 Maybelline popular rather than the road of With the majority of multinational brands to enter the Chinese market only to take the high road is different from L’Oreal of its popular brand Maybelline overseas into China, and in order to facilitate the purchase of more and more channels, more and more with affinity prices continued their Volkswagen brand line. The channel affinity for convenience and price, and there is no damage to Maybelline’s brand image, advertising through the generous input and the building of upscale malls counters, Maybelline to become the fashion, the trend’s mouthpiece. Compared with make-up market in China, high-end offensive skill is not enough to go the public route they tend to be seriously commoditised domestic brands, Maybelline contradictions obtained in a uniform. In mid-December 2003, Maybelline was held in New York, an event to mark the beginning of its China division profitable. This is from Maybelline enter the Chinese market for nearly 8 years. The profitability of the Chinese market, in the Maybelline view, is the one will come. On the one hand, like all multinational companies in China’s development, like Maybelline operation a few years ago, more focus on market development and channel construction, rather than profit for the first purpose; the other hand, as China’s Market understanding gradually deepened, Maybelline repositioned itself in recent years, regardless of the brand management or channel construction, are more in line with China’s national conditions. Make-up products in the mass market, today’s Maybelline have occupied the market’s absolute initiative. Serve the mass fashion Different from other multinational cosmetics group, L’Oreal adopted a comprehensive brand and product strategy. Therefore, after the acquisition of Maybelline, according to the original characteristics of the brand, L’Oreal continues its popular location, but the re-build its brand image. Shortly after the acquis