光荣与梦想——欧诗雅渠道变革

• 作 者: 俞雷 晓石 孙晖 陈宁
• 出 处: 销售与市场
• 发表日期: 2004年期
• 关键词: 渠道变革 化妆品公司 深度分销 大中华区 产品价格 彩妆 促销小姐 渠道发展 销售主管 中心城市

随着欧诗雅——全球最大的化妆品公司之一——产品价格的调低,其渠道由百货商店扩展到了大卖场和一些深度分销渠道,顺利侵占了竞争对手的市场。现在,欧诗雅大中华区总裁要求进一步拓展分销深度,要进入超市、化妆品店,街边小店乃至每一个中国乡镇。但是,此前的降价已经产生了负面影响:欧诗雅在中心城市已沦为“二线”品牌,失去了一些高端客户。因此,总裁的决定引起了经理们的争议……

With Omega - one of the world's largest cosmetic companies - the price of the product is down, the channel from department stores to hypermarkets and some in-depth distribution channels, the smooth occupation of the competitor's market. Now, the president of Oothea Greater China asked to further expand the distribution depth, to enter the supermarket, cosmetics stores, street shops and even every Chinese township. However, the previous price cuts have had a negative impact: L'Oreal has become a “second-tier” brand in central cities and has lost some high-end customers. Therefore, the decision of the president aroused the controversy of managers ...