Magicchannelmarketingdecryption-毕业论文翻译

1、Magic cha nnel marketi ng decrypti onExecution: Xu JunPlanning: EditorialDepartmentBackground China Mask first unit ' MAGICHOLDINGS (01633, HK recent Whispering world' s largestcosmetics company L' Oreal. Acquisition amounted to approximately HK $ 6.538 billion, which would be the L'

2、 Oreal Group, the largest since 2008, mergers and acquisiti ons, also a record date of foreig n acquisiti ons ofChinese industry recorded the highest amount of local bran ds.AC Nielse n report shows that in 2012 theUn ited States that mask brand in the Chin ese market share was 26.4%, the highest do

3、mestic mask industry first. Industryanalysis, L' Oreal so expensive ' price, theacquisition is intended to Magic channels and specific customers. Disclosure in Magic Holdi ngs as of the end ofDecember 2012, the Uni ted States that a total of 288 distributors, terminal stores up to 12,417. Re

4、ferred to the Un ited States that the cha nnel marketi ng, can not fail to men ti on a professi onal marketi ng age ncy, Guan gzhouYue Yi Man ageme ntCon sult ingCo., Ltd. (here in afterreferred to as Yue Yi,' for many years focused terminal marketing, is the United States that is seven years on

5、ly channel marketing partner from 2006 until 2012 that cooperati on with the Un ited States for seve n years, participati on, that is, from the Un ited States experie need a shortage 100000000-1400000000 growth tran sformation process. It is no exaggeration to say that America is now a core value of

6、 HK $ 6.5 billio n Yue Yi has great credit.Yue Yi is a kind of organization? Why it claims to be created together with the United States that, magnified the core values ​& #8203;of the Un ited States that asset? It brings the beauty that is what value on cha nnel marketi ng?&lt ;&a

7、mp;It;> >Reporter rece ntlyin terviewed executives Wyatt Yi Wang, foun der and chief consultantLexus and its project team, they untied theUnited States that our rapid growthin recent years, asecret.Dialogue Expert: America is expensive ' inchannel marketingOfficer <<

8、>>:As aprofessionalchannel marketingcompany, Yue Yi mainlydoing? Wang Lexus: it simply is the company ' s terminal Yue Yi housekeeper, collaborative strategic value line, creat ing retail core compete ncies. In other words, we are a channelmarketingcompany. Channel marketingstrateg

9、y is based on the corporate ide ntity, fron t-to- reartrack management,the company ' s core capabilities tocon vert, fin ally landing executed in China, the real cha nnel marketing services company rarely a lot of people right channelmarketingthere are many misunderstandingsthat are en gaged in

10、tactical work, simply to help bus in esses Make a pla n to replace part of the marketi ng departme nt work in the term inal sales cha nn els, paid off, and facilitatetransactions,etc. The actual is completelynot the case. For example, the United States is to develop a mon olithic and Wats on focus c

11、ha nnel strategy, but early n eed landing impleme nted intoexecuti on,strategy to play the greatest value we just help them to do this con vers ion work. America is not an advertis in g-based brand, not an end brand, it is by channel marketing big bran ds.Our service approach is Con sultati on+Execu

12、tive Management. ' It can be said that we are a strategic pla n to provide both ground and provide a strong run a company,and there is a critical channelresources. Officer <&It;>>:Do you think theUn ited States that is a path-based compa ny, the n the pathWhat is the val

13、ue for the enterprise? Wang Lexus:Beauty is a sin gle cha nnel started by Wats on, had stro ngopp onentslike clouds, Wats onis on ly a mask in thesuppleme ntary category, why in the Un ited States that can sta nd firm Wats on do? Because advertis ing is much moreyou vote, it was simply no money adve

14、rtising, but the channel to grasp well, terminalsales ability, this is thecharm of channel marketing. ' s Magic 2008 Less than three precedingmillion in less than three years time, by2010 to achieve 10 billi on, and the successful list ing The reas on is that the Un ited States impleme nted a st

15、rategy of FMCG, FMCG is the esse nee of cha nnel marketi ng strategy.From the Un ited States that the case can be see n quickly digest the esse nee of how much advertis ing is not to vote, or to vote much man power,but selli ng fast digesti onmethod andcha nnelcoverage. Convince so manycha nn els to

16、 accept yourbran d, is a more difficult thingsyou what ki nd of ben efits and prospects to attract them?L' Oreal, Procter & Gamble Bimei that cattle do not? Moreover, many local brands ofCon diti onsBimei thatmuch better off, why the Un ited States is willi ng to sell the channel, it is

17、because America is a channelmarketingdone well, they make a profit.Officer &lt ;&It; > >:Yue Yi as a cha nnel marketi ng compa ny that co-operati onwith the United States seven years, do you think Yue Yi brought to the Un ited States that is what value?WangLexus: There are two

18、thin gs. Firstly, we highly cooperative with the Un ited States that is strategic. Magic developed a mono lithic strategy, cha nnel strategy Wats ons focus and beh ind us to help it develop a quick elim in ati on strategy strategy to convince anyone, no matter who, once elaborated , Every one on the

19、 same idea, highly complex, which is the key to success. Secondly, to achieve orga ni zati onalandteam values. Curren tly,manycompanies talk about strategy, but few companies able strategy landing, Wyatt easy on the United States that provide market ing strategy guida nee, and with them the strategi

20、c landing from the nu mber of pers onnel aspects of the preparati on and speak ing, the Un ited States that the initial marketing team is relatively weak, with us a few years later, a very strong marketingcapability, while theUnited States that can achieve results today saying the team and operati o

21、nal capabilitiesare in separable,thecombat capability is After a full understandingof theimpleme ntatio n of the impleme ntati on strategy, which isalso easy to bring the Un ited States that Wyatt maximum value. This is not to say that we want to sta nd on the street a one way to help the Un ited St

22、ates that sell masks, but we have successfully guided the team to a Magic a land to be sold, and to allow consumersto buy a happy one.Profiles into one senten ce, is to make you want to perform things into an executable program. Yue Yi bring value tothe Uni tedStates that is not sent manypromoters,h

23、owmuch dospecific issues, butclearlydisti nguishitsresourcesWhere should in vest,what should we do thepla nning,how to do precisestrategy,how tomakeadjustments, so that implementationof the programbecomes en forceable.Officer & It ;&It;& gt; >:Well,the United States is how to dete

24、rmine the strategy of FMCG dow n? Wang Lexus: Three years ago, the Un ited States that are in the strategic adjustme nts made, but not yet formally established FMCG strategy truly established in the second half of 2010. FMCG strategy is not to say that I brought up they immediately accepted, but by

25、the actualbus in essgoals, and gradually reverse theestablished Before this could make thousandsof fieldactivities carried out on ten thousa nd mask sales provedthe FMCG possible with the right strategy. Officer& It ;&It; & gt; >: In itially, whe n the Un ited States that themarke

26、tingdepartment is small, but three years ago, hasbee n great, why do you still n eed it?Wang Lexus: manypeople do not necessarily representhigh efficiency, nomatter who man age 30 or 100, if the market ing departme nt is doing some tran sacti onal thin gs, the n they will not do much for the value o

27、f the bus in ess, the sales departme nt if you just do the impleme ntati on of the Thevalue of the bus in essmarketi ng departme nt,composite capabilities,is not large. necessarilythroughmarketi ng requires a highofen ergystrategyand brandStren gthandin addition to the understandingcoord in ati on,t

28、he most critical is to make strategiccha nges to the actual la nding of the cha nnel support andbus in ess support.Officer <<> >: I observedYue Yi customers, there Shulei, big ben efits of tea, Magic, etc., they all have one characteristic: Emphasize quick sale.Is not to

29、say, your ability to focus on core areas of FMCG,Or that only FMCG compa nies is more n eed you?WangLexus: Our customers just happenedFMCG companies some more. Give an opposite example, a perfect one ofmy biggest customers, but it is a direct marketing company.My understandingis FMCG: FMCG is not ai

30、n dustry, but an ability FMCG' s ability to cha nnel dema nd,con sumer dema nd and brand n eeds together, this time is the highest efficiency. now more FMCG companiesalson eed this ability, such as mobile phonesbus in ess.Officer << &gt ;& gt;: many domestic in dustries (su

31、ch as build ing materialsin dustry,etc. They are moreconcerned about the con sumer does not care about the cha nnel that the cha nnel will be able to do a good job and they are not aware of the in terests of manu facturers and con sumers,com mun ity,no realized pathMarket ingvalue? Wang Lexus: Exact

32、ly. Procter & Gamble, and many foreig n compa nies have cha nnel marketi ng departme nt, but local compa ni es, only market ing and sales department,there maybe a littlebit furtherrefinement of the advertisingdepartmentand branddepartme nt, there is little to set up cha nnel market ing un it

33、.Officer & It ;&It; & gt ;& gt;: America in curs L' Oreal after theacquisition, that is, how do you think the US' s ability tocontinueto play a channelmarketing? Wang Lexus:whether it is pre-acquisitionor post-acquisition,I thinkAmerica is now facing the biggest problem is the composite cha nn el. Channel composite was brought with it a high-speed growth, but not eno ugh to make it the focus from the orig inal type cha nnel strategy in to a man aged cha nnel strategy in China, th