Research On Online And Offline Channel Management Of Branding In The Beauty Industry In The Internet Era

The effect of the Internet on China's economy is significant,the complex and variable business environment,intense competition among enterprises,the increasing channel costs,the decreasing operation profit,make current business more and more difficult.The makeup industry as the one in the need of huge investment,couldn't stay aloof.To cope with situation where Internet marketing technology develops fast and brand competition in the industry is fierce,with innovative means of marketing and surprising spread speed,the makeup industry online channels quickly seize the market share of traditional channels,become "cost offline channels become "cost spoiler" and"price spoiler".Although the traditional makeup industry has been dealing with severe challenge in the time of Internet,but it's beyond doubt that the traditional channel traders encounteres development bottlenecks.Some brands' online channels have even become gravediggers of offline channels,the reconstruction of commercial channels become the focus problem of many beauty enterprises.More and more makeup companies have seen the huge market space the beauty of online channels show,many traditional brands began to layout the Internet channels,in order to regain or expand the market share of the brand.But these brands traders find that the conflicts between online and offline channels can hardly be avoided,the development of online channel will lead to opposition of offline channels,the conflicts between online and offline channels even reach to the point of the fight at outrance.The consequence of such confrontation between channels: severe contraction of the traditional market share,while the online channels have fierce competition,and didn't reach the goal of taking share and seizing profit as expected,eventually brand and market share decreased significantly.This paper based on the theory of channel management and marketing combination,according to systematic analysis of actual operating experience and operating data of several makeup brands,studied objectively the internal factors and external conditions affecting the conflict of online and offline channels,according to the opportunities and challenges the brand faces in the distribution of channels and puts forward corresponding countermeasures and suggestions,in the hope to find out a set of channel operation and management mode suitable for mobile Internet era and could be used as reference for the makeup brand traders.At the same time,it analyzes how some offline channels living space is squeezed severely by online channels and how conflicts within the enterprise upgrade and how such conflicts upgrade to the further one of interests between between channels and brands.Then,the paper combined with some advanced experience of foreign business channel,and choose domestic brands Liangzhuang International and Kans as the research object,through specific case analysis,find the key brands effectively open up the situation in the channel management,and mentioned the online and offline channels have manage different goals.The the basic strategy of the offline channel is in the spirit of cooperation and win-win principle with online ones,and provide value-added services online channels couldn't realize,the core value of the offline channel lies in good shopping experience of customers,rather than blindly imitate sales operation mode of online channels;the basic goal of online channels is to pursuit brand awareness,and take advantage of the core competitiveness of intellectual property rights to maintain market price system,at the same time through product isolation strategies,implemente differentiated management of offline channels.