韓束營銷渠道策略淺析

摘要

目前，中國化妝品市場高速發展。化妝品消費與居民收入水平直接相關，國民經濟的持續健康發展將帶來居民收入水平的顯著提升，加之國家鼓勵消費、拉動內需的經濟政策，以及城市化程序加快等因素，均為化妝品行業的快速發展提供了良好的環境和巨大的市場空間。而呂義雄在不到四年的時間不僅使韓束打造了讓業界震驚的曲線，而且他不走尋常路的創業法則，在業界有口皆碑。從2002年成立至今，韓束化妝品公司在中國市場上經歷了白手起家、慢慢摸索到日漸成熟的過程。這其中營銷渠道策略的成功給予我們很多的啟發和思考。

從銷售方式來看，化妝品行業企業具有多種銷售渠道選擇。目前我國化妝品行業的銷售渠道主要包括超市及大賣場、百貨商場、藥妝店、專營店、個人護理店及便利店、網路購物、直銷等。當前，隨著網路營銷日益強壯，消費者越來越趨向於便捷的網上購物。隨著微信時代的到來，越來越多人參與媒體微商營銷，韓束化妝品在微商渠道銷售額位列前茅，其公司在營銷推廣方面都有值得學習的發展歷程。

問我嘍2016-02-13

Kans mark

eting channel st

rategy

In t

his paper，

At present， China‘s cosmetics market developme

力領靜具反

nt at a high speed。 Cosmetics consumption is dir

羅有安糧秋

ectly relat

ed to residen

ts’ income

來自

level， the sustainable and healt

hy developm

ent of the nationa

區

l economy

實之

will lead to peop

源故求自置風味

le‘s income level significantly increased， and th

e state shal

l encourage consumption， the economi

360問答

c policy of stimul

ating domestic

demand， and speed up the urba

吃

nization process， both for the rapid development of cosmetic industry provides a good environmen

高孔球廠務操次就門需

t and huge market space。 An

作章距鄉不構星六表

d Lv Yixiong in less than four y

ears not only mak

e kans built shocked the

industry cu

rve， and h

e come rule

， enjoyin

宣切

g great popularit

y in the industry。

Since it was founded in 2002， kans cosmetics company in the Chinese market has experienced from sc

縣初至出慢者術

ratch， slowly groping to mature process。 The

乎訓找模少希

marketing channel ？

追問：

學長，第二段還沒有翻譯呢。

勞駕你給翻譯出來吧

。萬分感謝

追答：

From the point

礎戰葉

of sales， cos

夠施

metics industry enterp

臨何任踐套二龍六

rise has a variety of marketing channel ch

oice。 At present，

China’s cosm

etics industry sa

les channe

ls mainly

include supermarket and hy

permarket，

department stor

紅宣垂

es， drug stores and boutiques

， persona

l care stores and convenience stores， onl

料杆

ine shopping， direct selling，

記巖慢

and so on。 At present， along with the network marketing is increasingly strong， consumers are becoming more and more convenient online shopping。 With the advent of the era of WeChat， more and more people participate in media wechat business marketing， kans cosmetics in wechat business sales channels is among the forefront of the company in the development of marketing aspects are worth learning。

不用謝！