RE:【专题讨论】护肤品
Hi Xiao Han, Skin Care is a very interesting and highly competitive battlefield. Although I am in Singaore, I am very much aware the competition in China.I also understand that many companies (including MNC) in China lack talents in this field. Great career prospect, Xiao Han. :-)
If we want to talk about channel management in skin care, it is quite crucial to separate into three different categories, personal cleansing, personal skin care, and premium skin care. All three of them will have quite different strategies of reaching consumers and different level of loyalty.
For instance, personal skin care (like Olay, Da Bao and Xiao Hu Shi), this is an areas while consumers are most vulnarable and easy to switch for new things and new trial. Obviously in this category consumers are normally mid-tier, has the largest base and need clear segmentation and best ways of reaching them. Counter Management may not be necessary in this sense. Olay, as a mid-high tier brand, is exceptional in China to have counter designs like other premium brands.
We can talk more in future. Anyhow, coming to the fundamental, it is always important to know about your consumers: where are they? where do they purchase? what are their purchasing habit and barriers? etc. etc.
Look forward to more intereting disucssion and sharing.
