On Dual Channel Strategy Of Cosmetics Manufacturers

With the rapid development of digital technology,the function of Internet online shopping has brought a new consumption experience to consumers.In the past,offline shopping has been unable to meet the growing consumer demand,and channel strategy has gradually become one of the key points of operation of major cosmetics merchants.In particular,the outbreak of the new coronavirus in 2020 has forced many people to change their lifestyle and consumption patterns of years,and the various chain effects it brings are still affecting people’s lives.When the traditional business model has been unable to meet the consumer demand,one of the key operations of major cosmetics manufacturers should be how to adjust the double-channel strategy of cosmetics under the background of the new era.Based on the above situation,the dual channel direct operation model of cosmetics manufacturers-that is,the participation of no middlemen(online official store + offline direct store)model is one of the key choices.This thesis takes the domestic cosmetics brand——Judydoll as the research object,uses PEST analysis,STP analysis,SWOT analysis and consumer demand theory,combined with questionnaire analysis and specific case analysis with Judydoll to study the dual-channel strategy of cosmetics manufacturers.This thesis probes into the dual-channel strategy of cosmetics manufacturers in the new era,analyzes the change of dual-channel shopping habits of cosmetics consumers and the existing problems,and puts forward targeted dual-channel operation strategy,which is conducive to better dual-channel operation and management of Judydoll.At the same time,it also provides a reference for other cosmetics manufacturers to use the model of "online official store + offline direct store".The results of the study indicate that the various preferences displayed by consumers when purchasing cosmetics are an important basis for cosmetics manufacturers to consider when using a dual-channel strategy.