The Brand Strategy Development Analysis Of Kan's Cosmetics Co,in China's Channel Markets

Currently, the company's competition is the brand competition. Many famous international cosmetics brands are fighting for the Chinese market because of the rapid development of China's cosmetics market, the huge potential development. Ever since 2001, Kan's Cosmetics Co, experienced from scratch, through developing into maturing in the China's cosmetics market. It brought us a lot of inspiration and reflection of the successful change of brand strategy based on the channel markets.The purpose of this paper is to study the success of brand strategy of Kan's Cosmetics Co,. Hopefully it would bring an example for reference of brand strategy for cosmetics companies, especially small and medium private enterprises, who are interested in brand marketing.Based on the reading and understanding of some famous researcher's brand theories Including Kevin Lane Keller, I basically finish the outline of this paper. It explained the causes and background of the development of the channel brand strategy of Kan's Cosmetics Co,. In the last 10 years, Kan's Cosmetics Co, had experienced varies period of development in China's cosmetic market. It adopted different brand portfolio strategies to move through those periods:in the survival period, the company used different brand in different regional markets to expand the sales in the only available market; in the growing period, different brands started to merge in; in the maturing period, when the company needs to expand sales through diverse sales channels, the brands, which have more precise positioning, became the channel brands in real sense. At the same time, the development of a channel stimulates that of the brand.In addition, the paper also made some elaboration in the brand image building related aspects, such as the brand communications for that of a portfolio and customer service. Meanwhile Kan's Cosmetics Co, are facing some problems like the lake of brand integration in the implementation of the brand strategy. The author put forward her own idea and suggestions, hoping this preliminary study of Kan's Cosmetics Co, brand strategy would bring some reference for domestic cosmetics companies on brand managing.