Direct brand upgrade war: China direct sales industry reshuffle

Further to Avon, Amway, Mary Kay, American as new also stepped up their "make up"

New Express Newsletter (潇) in China, the person changes for nearly a year later, the old direct marketing firm American as new weathered a dormant period. As China's first life experience Museum opening, its new marketing strategies and formally. As new Group President and CEO, he revealed, including new chumen LOGO, experience the Museum and the upgraded version store experiential marketing model will be fully implanted into the Chinese market. In the direct sales licence scramble hantavirus, such as new and various direct marketing Giants will "Po" & brand promotion strategies.

As a new attempt to "make up"

Yesterday, as the new CEO and President of greater China area (see right), chief operating officer to bring new life to experience the Museum's high-profile appearance, as it launched the world "is outstanding, you see" positioning strategy important links. As an addition to Avon, first for marketing licence of foreign-funded enterprises, such as new in the market and to inherit the speed when the medal. It is understood that, as a new first life experience Museum is opened in Hong Kong in 1997, in the Southeast Asia market operation results are obvious. Experiential marketing model into China mainland market, in fact a year ago personnel arrangements had been buried in the sow. In May last year, such as the new head of Qiu Jin Yun China suddenly departure, successors is originally responsible for the South-East Asia region President interflow of fai.

It was like new greater China President interflow-introduction, over the next 12 months, such as the new investment 1500 RMB, in Shanghai, Beijing, Guangzhou, Shenzhen, Xi'an, established four experience Museum. In the following year, the national but also establish 50 image store, does not preclude the possibility of using direct store or shop in transition, each image store approximately 50 million of funding in transition, with a total investment of about 40 million Yuan.

Direct marketing giant upgrade brand

In fact, direct marketing Giants try to image "make up" is not only as new. Last year, Avon first declared a direct sales in the second phase, a new image with "a better tomorrow" policy. Subsequently, Amway, Mary Kay have also launched a follow-up strategy. In addition to the new product packaging, direct marketing Giants positive brand image through advertising. Direct marketing expert Wang Wanjun believes that, in severe market supervision, the direct sales market in rational stepwise regression, direct selling is just the product sales of a particular channel, direct selling is a return to the origin of the product sales. For the strength of the old direct marketing firm, has largely been completed relationships of primitive accumulation, distribution channels, building is complete, the brands and services will become its future sales growth of important support.

It is learnt that the strategic transformation has indeed let direct marketing Giants tasted, Amway, Avon two direct selling company have indicated that the growth performance of this year. But a good start in 2008 also make up later as new satisfaction, according to strenuous effort-that April is such as the newly established 24 years the highest selling single, "and the Chinese market in January of this year than last December to upgrade 6%; in March than in February 9% growth. ”