Mid-range Female Cosmetic Skin Care Products, Channel Strategy

The competition advantage from distribution channel is really hard to copy. Meanwhile, the right channel strategy is the foundation for a brand with sustainable growth. Looking at the emerging skin care market in China, its distribution strategy also faces rapid development and change. Positioning at middle-tier skin care marketing, it is important for Brand Nen to learn from both premium brand and mass brand on Image Building and Coverage respectively from their distribution channel strategy. At the same time, Nen needs innovatively develop its own distribution strategy that is the focus on the thesis. The thesis tries to find out the distribution channel strategy and advantage model for Nen in China through studying on middle-tier skin care market in China and related marketing theories, comparing the successful factors of the models of 3 key skin care brands or companies.In the 1^st chapter of the thesis, it introduces the related definition and theories on distribution channel and its management. The 2^nd part focuses on the external environment analysis of middle-tier skin care market: the development of skin care market, consumers, emerging distribution channels, key challenges of current distribution channel. The 3^rd chapter concentrates on the internal environment analysis of Nen, talking about the introduction of company QS and its brand Nen. In addition, it compares the distribution channel model of its key competitors and points out the development challenge of Nen on distribution channel for a fast growth in the huge China middle-tier skin care market. The 4^th chapter is the conclusion of the thesis based on marketing theory on distribution channel, competitor analysis and my working experience. In addition, it also discusses the advice on organization structure improvement to fit with the new channel strategy.Distribution channel strategy and model is the extension of branding strategy. How to develop breakthrough channel strategy is really necessary and important to every famous brand in China. As a marketer, the thesis is a chance for me to weave the past working experience and MBA theories and knowledge under the coaching of the mentor. I also hope that it could be helpful for others in the same industry.