欧莱雅化妆品营销策划书（LOREAL cosmetics marketing plan）.docVIP

欧莱雅化妆品营销策划书（LOREAL cosmetics marketing plan） LOREAL is a world leader in cosmetics, and its sales are growing steadily worldwide. So far, LOREAL has continued to grow rapidly in Asian countries, and its biggest impetus is its growth in the Asian market as a target for the next few years. LOREALs trip to China began in Hongkong, and as early as 1966 it sold products through a distribution office called ScentalLtd. At that time, the companys main business was to sell Lancome (Lancome) and GuyLarches branded products to cosmetics stores, department stores and duty-free shops. In 1979, ScentalLtd. became a wholly-owned subsidiary of the company and expanded its operations to hair care products and established extensive market channels. At the beginning of 1993, LOREAL to enter the market Chinese has taken an important step, a team of Chinese dedicated to explore the mainland market team was formally established in Hongkong, in order to understand and grasp the Chinese market as soon as possible, LOREAL first established the image of the counter in Guangzhou, Shanghai, the three largest city in Beijing. After the successful acquisition of the Maybelline brand, LOREAL not only expanded its global market product line, but also made a comprehensive access to the Chinese market. Through Maybellines sales channels, LOREAL quickly penetrated the Chinese cosmetics market. To 2000, LOREAL 870 stores set up in Chinese more than 50 big city, hired 2000 professional beauty consultants, and successful promotion of LOREAL, Maybelline, Lancome, Vichy four brands. After that, LOREAL spent $30 million building a division of labor at the Singapore Industrial Park in Suzhou. The Suzhou factory, which specializes in the manufacture of popular cosmetics, was formally put into operation in April 1999. The new factory will be engaged in hair dye, foundation, mascara and nail polish production, its production capacity will reach 20 million units, and to LOREAL global market supply. First, the