On the cosmetic industry channels the risk of sinking and Countermeasures.docVIP

 PAGE \* MERGEFORMAT 7 On the cosmetic industry channels the risk of sinking and Countermeasures [Abstract] In this paper, the cosmetics industry in recent years the phenomenon of the channel sank a preliminary study, an analysis of its possible existence of a number of risks, and made some recommendations accordingly. [Keywords:] channels, the risk of the proposed sinking I. Development of channels for cosmetics industry China’s cosmetics industry in recent years gained rapid development, China’s cosmetics market sales at an average annual growth rate of 23.8%, 41% up year, with growth rates far higher than the average growth rate of the national economy. According to the 2004 official statistics, China’s cosmetics market, the annual total sales of 420 billion yuan, market sales ranks second in Asia, the world’s eighth place. 2010, cosmetics market, with annual sales of up to 800 billion yuan, annual growth of about 13%. In the current cosmetics market, all kinds of brand complexity, the walk is also different marketing channels, divided into two categories based on a variety of mainly foreign brands well-known brands, such brands are mostly owner strong, relatively long history in order to line the market department store counters as the main channel. Another is the product awareness is not very high, relying on more favorable terms, using a variety of promotional tools and occupied the second and third line of the city’s retail terminals. In recent years, well-known international brands have taken the strategic channel sink to the second and third-line market penetration. Shiseido in Japan in 2004 introduced the ‘co-operative store’ was introduced in China. In cooperation with the private cosmetics store to open a special counter quickly the second and third-line market penetration. More than a year’s time, Shiseido 10 million from the country to join the purchasing conditions of the laying of more than 1,000 store locations, to 2008, this figure is e