Avon (China) Marketing Strategy Transformation

Avon as a global direct selling company, from into China since the first day began to explore the strategy for the development of the local market. For more than20years, Avon (China) has four marketing strategy transformation, but each time the transformation is a major strategic mistake. Due to repeated again and again on direct marketing and retail channel choice and swing, eventually leading to Avon decline, fall in the Chinese market. Avon has been trying to change this awkward situation, return to direct, but the transformation of the high cost, chicken ribs of declining sales model and the mind-set of inertia of the executives have become a high threshold transition and resistance. At present, Avon (China) marketing strategies lack of competitive, aboriginality and insufficiency, multiple modes coexist, elbow, influence each other each other, become the bottleneck of self-healing, self-improvement. Although Avon in China is experiencing changes and bumpy, but the after-sales service, technical research and development, brand influence is still in, is organic in crisis, opportunity and challenge coexist, if you can stick to the Chinese market characteristics, comply with the demand of market development, accurately grasp the transformation time again, form a complete set of localization marketing strategy, to restore confidence, to return to the market, reborn.This paper USES inductive method, literature research, case study method and PEST analysis tools, to Avon (China) the four marketing strategy transformation of systems analysis and in-depth analysis, aims to reflect on Avon (China) market development board weaknesses, to study and put forward adjust measures for the countermeasure of the enterprise market marketing strategy and combined with concrete practice, Avon (China) yunnan branch explore market transition pilot implementation scheme.