文档介绍：PREPARED BY Leo t - GUANGZHOU
July 2002
AVON
Brand Review
Table of Contents
Company Background
Operation Outlook
Structure
Avon Shops
Product Offers
Media munication Means
PR/Event Activities
The Discovery Road of Avon
The Discovery Road of Amway
Company Background
A global pany
Founded in 1886 in New York, Avon was named by Mr. David McConnell who paid tribute to his favorite playwright, William Shakespeare (Avon is the name of a river in the hometown of Shakespeare). Since then, Avon has created career opportunities for millions of women around the world.
Today, Avon is a leader in beauty and a trusted name in direct selling. She has grown into a global corporation, a Fortune pany, with SR numbering three and a half million and products sold in 143 countries around the world.
Operation Outlook
in China
Operation Outlook in China
Amway has offered products and services since 1995
Avon started to offer products and services to consumers in 1990
Avon’s factory is located in Guangdong Chonghua Industrial Area, covering 80,000sq meters with annual production capacity of 120 million units of products
Amway’s factory is located in Guangzhou Economic Technological Development Zone, covering 91,000sq meters with annual production capacity of 3 billion units of products
77 branches 5,000 outlets 20,000 SRs
Main outlets focus around
coastal areas.
Over 100 outlets in every main cities ( BJ, SH, GZ, CQ …)
Franchise business to expand
business
Operation Outlook in China
Outlets are mainly Avon direct selling as well as franchise shops
Outlets are all Amway direct selling stores
77 branches, over 5,000 outlets and 20,000 SRs
58 stores and 130,000 SRs
work in the main cities, while expanding in 2nd and 3rd cities.
Mainly in relatively developed cities
Operation Outlook in China
“Work along both lines” strategy (双管齐下)
Definition
- Beauty counter: Opened by pany. Unique area/counter inside the merchandise store or hypermarket - Chain store: Includ