[case] #8203;#8203;avon marketing- brand strategic imbalance unable foundation for evergreen（[例] # 8203; # 8203;雅芳营销,品牌战略失衡不能常青的基础）.docVIP

[Case] #8203;#8203;Avon Marketing: Brand strategic imbalance unable Foundation for Evergreen Examine the global market place in China’s cosmetics market, had Mattithiah fang this brand, this has 100 years of history, more than 10 billion U.S. dollars in annual revenue, more than 100 countries, the business scope of the legendary brand in the 90s of the last century Avon has been China’s direct selling cosmetics brand first, but it is also the world’s largest direct selling companies, the founder of direct marketing, which has an enthusiastic sales force, selling products door to door - “Ding Dong, Avon coming! “ Usual reason that such a Avon, in the Chinese market will be able to reap the profits of a lot of money. Quite the contrary .1990, Avon enter the Chinese market, and had a good time after the crisis in 1998 suffered direct, and then began to stagnate In 2005, Avon began to decline in China from 2008’s “bribery door” after been eventful, successive change of management, marketing strategy wavering sellers in markets such as reducing the number of operational issues .2010 Avon in China loss of more than 10 million U.S. dollars. There are data that 2011 Avon sales in China of $ 2.0 billion (equivalent to 2005 levels) .2012 Avon China’s sales of less than 1 billion yuan. now Avon has moved from the first year , fell to sixth .2012 industry since the second half, Avon China began layoffs, closed more than ten branches. media and consumers can not help wondering, Avon This century-old brand in the Chinese market performance Why so bad? First Avon China market performance aside, just look at performance of multinational corporations in China over the past decade, although the recent years, multinational companies complain that China’s market environment deteriorated, but their overall performance should be in a stable state, while the cosmetics industry and macro- economic growth, with an increase in income levels should have a positive correlation with th