The Research Of LRL Cosmetic Corporation For Sales Distribution Channel Management

With the rapid growth of China’s consuming industry, the competitionfocus between brands is gradually changing from limited media resource togood distribution management&high coverage capability. More companiesare increasingly aware of the importance of distribution channel managementand put it in the strategic role in order to gain stable growth. Especially inFMCG industry, which own comprehensive distribution structure, coverdifferent kinds of distributor or wholesaler or retailers, distribution channelmanagement turn to be a complicated topic with all kinds of possibility. It isthe most critical part for companies to think about what kind of flexible&effective distribution channel model they should take to service companies’development demand, how to set up efficient distribution network, managedistributors.LRL Cosmetic Co. Ltd is a world giant famous company in the cosmetic industry, whose sales network is spread all over the world with itsheadquarter located in France. For LRL, China’s cosmetic market is the mostimportant one for the coming ten years to invest.‘Let each of female citizenown one of LRL’s product’ is LRL’s company dream. LRL’s currentdistribution structure and choice of channel distributor cannot meet need ofdevelopment. This essay begin from the basic theory of distribution channelmanagement, deeply analyze LRL current internal distribution environmentand current status combined with LRL’s strategic goal of development. Essaypoint out the main issue lay in LRL’s distribution structure, channeldistributor selection and management, channel conflict and sales organizationstructure, offer optical solution for the revolution of LRL company’s channelmanagement.The essay has six parts. The introduction is about the backgrounddigging, meaning of study, train of though, way of analysis. The first part isdefinition, type and character of distribution channels. The second part isabout current situation about LRL company’s channel distributionmanagement. The third&forth part is the brain of total essay. In third part,LRL company’s brand future development strategy&distributionrequirement is put it on the table, and use SWOT tools to analyze currentissues&difficulties in LRL’s current distribution channel system,。In forthpart put some solution for LRL’s distribution channel management. In summary part point out the research solution of LRL company and thedevelop trend of distribution channel management.The aim of the essay is try to deeply understand the core of channeldistribution management, analyze the existing issue laid in LRL companyconsidering future ten years strategic development, summary out a propermanagement solution for LRL’s channel distribution for next rapiddevelopment circle to achieve sustainable business target. Besides, it ispossible to apply to other cosmetic multi-national company’s practice to helpthem open china’s consuming market.