Research On Marketing Channel Management Of Men’s Skin Care Product Of Company A

To date, cosmetics industry of China developed quickly with the rapiddevelopment of the global economy and China became a member of the WorldTrade Organization. Also, the competition of Chinese cosmetics market was verydrastic, the companies of foreign investment, joint ventures and private enterprisesdo everything with the intelligences to obtain a parts of the market share. However,the foreign brands still dominated the main cosmetics market of China. Especially,the market of high-end and mid-range almost became the swaggering arena offoreign brands. Thereby, the domestic brands of cosmetics were defeated by theforeign brands, and only dominated the low-end market. In spite of large-scaleenterprises with the state-owned assets, such as Jahwa United Co. Ltd. have thecompetitive forces to the foreign companies. Whereas, it needs the market and timeto have a test.With the concept of consumption constantly updated, cosmetics were not theexclusive products for the female consumers. In present, many male consumers havebegun to concern their vanities. Therefore, there were more unlimited potentialmarkets for the cosmetic companies. Furthermore, the female cosmetics marketshave saturated trends. Thereby, many cosmetic manufactures have transferred totheir attentions for men’s skincare markets, and make it become a new growth point.Therefore, many foreign companies launched the brand or sub-brand of men’sskincare products. Also, it was challenge and competition for many privateenterprises of China which produce similar cosmetics for women undoubtedly.It deserved for many private enterprises to reflect on the successfully break in the competition and has a competitiveness in the market. Accordingly, it wasimportant to research and develop the new products for the consumers. Indeed, thequality of products is the lifeline of enterprises, especially in the consumer-drivenmarket economy system. However, most cosmetics companies only rely on goodquality products could not developed for a long time or even to bankrupt in the caseof the cosmetics industry have more homogeneous product. The good channel was akey factor for the development of a company. It could insure that consumers obtainthe product delivered by the producers timely and accurately, especially in vastterritory of China and the uneven market conditions of economic development inChina. Therefore, a good business channel was the realistic problems for manyenterprises.Company A was a professional manufacturer of men’s skincare products.Finally, established its own brand and product positioning in the10years’developments with the advantages of less competitor and the underdevelopedmarkets at the earlier period. Also, the layout of distribution channels has formed.Furthermore, the channel’s drawbacks of Company A have exposed completelywhen the foreign investment and joint ventures participated into the competition ofthe market. Therefore, compared to international brands, it has a disadvantageousposition in the aspects of channel managements, operating methods and operatingexperiences. By the surprise of company A, the innovation of channel managementwas necessary for the adaptation to market variationsThe objective of this paper was that investigated the developed space in themarkets of men’s skincare products combined with modern marketing theoryaccording to the research background of Company A which was a professionalmanufactures of men’s skincare products. Firstly, analyze the situations of domesticcosmetic market and men’s skincare market in the aspects of the current situation, thedeveloping trends and the distributions of marketing channel. Secondly, analyze drawbacks existing in the marketing channel of Company A. In addition, in order toenable Company A to more responsive for the current market fierce competition andmore reasonable for the distribution of marketing channel, it need to adjust andoptimize the marketing channel in the aspects of length, width, breadth and channelsystems. Finally, provide a suggestion on the meticulous management of channel therefinement of the channel management recommendations. Also, the expectation ofthis paper was to provide a systematic reference for how to create, improve andmanage marketing channels.