Research On Construction & Management Of Distribution & Agent Channel In The Niche Brand Skincare

With the recovery and growth of China’s economic, more and more people begin to pursue the quality of life,not only food and clothing, which leads to a huge consumer market. As for the positive background, the market of skin care products has also been an unprecedented development. However,the number of skin care companies becomes more and more, and the products becomes more smiler, which cause the competition being more inevitably intense. How to optimize the construction and management of distribution & agent channel becomes increasingly important,which subject is sand into the core strategy of long-term development of enterprises by more companies today.First of all,this paper is based on the theoretical foundation of the construction and management of distribution & agent. Then, according to the development plan and target of NQ, which is a famous skin care brand in Belgium while being a niche brand in China, I’ll analysis the current situation of NQ and difference from the other brands, and point out that the uniqueness and universality of the problems it faces, which can help me make the characteristics and problems of the development environment more clear. After above,I’ll propose some solutions and improvement measures for problems and drawbacks, basing on the existing knowledge & experience, which may help any niche brand skin care products enterprises like NQ achieve their goal & target by the optimization of the construction and management of distribution & agent channel.Indeed, my company acts as the regional distribution & agents of NQ in the East China. on one hand, I’m the member in the system of distribution construction and management of agent channel, on the other hand, I also need to build my own distribution channels and establish management system. So,it caused me get more understanding and experience about the weaknesses and problems exposed in the process of the brand operation.Some arguments are certainly effectivity and novelty for the "strategic breakthrough" and "channel optimization", which is based on the theoretical&experience of the NQ.I hope this research on the subject have certain reference significance not only for the skin care enterprise (especially niche brands),but also for other channel members...