Louis Stern, the father of channel marketing, defined channel marketing as \"the process by which a series of interdependent organizations enable a product or service to be used and consumed.\"
In the cosmetics business in China and even around the world, channel marketing and marketing to end consumers are equally important, because your brand has to go through channels at all levels before reaching end consumers, including distributors, distributors, retailers, BA, etc. This link is inseparable for more than 90% of brands entering the market today. Much of a brand's information and value is delivered to consumers through channels.
Especially for the new brand, the channel marketing that builds the channel mind is more important than the marketing that builds the consumer mind.
So how does the beauty industry do channel marketing?
① The first is the value of the product.
The second is profit distribution
Here are two examples, one is
OIB.CHINA and Maridejia, PinguanAPP jointly launched the Rlab Red laboratory project
Second,
OIB.CHINA and Shiseido initiated the Heart Link program
To sum up, a good channel marketing can help beauty brands shape the channel mentality and enhance the influence of channels, thus promoting the growth of brand business.