Study Of Distribution Channels Strategy About Chunsely Co.,Ltd

With the continuous enhancement of people's living standard in our country, the needs of cosmetics are more and more important, and there is a higher requirement for the class and quality of these products. However, the distribution channels of numbers of enterprises are limiting the healthy development of these entreprises, this problem shall be solved. There is a challenge to the traditional sales mode, the enterprise must consider the problem of distribution through an innovative way. If the domestic cosmetics enterprises want to be victorious in the competition with foreign brands, it's urgent for them to solve the problem of establishing integrated and appropriate distribution channels, with the premise of ensuring the quality. This text uses the development of Chunsely Co.,Ltd as the background, discussed the strategy of "multi-brand mixed channels" that is under continuous perfection, thereby offering some indications to the domestic cosmetics enterprise, allowing the enterprises which have the intention to take the way of brand development to find a mode of distribution channel adapted to themselves, thus allowing the domestic brands to occupy more market share and to join the international market. With the rapid development of cosmetics market and retail sales status, in order to avoid the conflict between different channels, the Chunsili Cosmetics Company proposed different brand in connection with different types of consumers, through the detailed distinguishment of skin-care cosmetics market, they choiced the market covering strategy of divergent marketing to allow their different products to have different market position, and setting respectively different channel to corresponding market, they proposed the strategy of "multi-brand mixed channels", i.e. putting out top-grade "AVNIR" brand in the channel of general store; putting out the middle-grade "RECIPE" brand in the channel of supermarket; putting out the popular "YANCY", "KOSE" in the channel of distributors. Each channel has corresponding organization, not only realizing the mutual share of resources and information, but also assuming their respective market aim, they thus obtained relatively good results. The Chinese Cosmetics Enterprises can use the mode of distribution channels of foreign capital enterprises for reference, to carry out the self re-inspection, to introduce different marketing combination in connection with different channel, to create own famous brand, to establish innovative and particular system of distribution channels, to shorten the distance with the endpoints market, to gain a maximum number of final consumers.