不同药妆品牌定位及渠道对比浅析

Brief Analysis on Brand Positioning and Channel Comparison of Different Cosmetics

随着这两年中国药妆市场规模的不断扩大,药妆品牌从定位、产品、渠道、促销等方面不断进行探索和改革,并且取得了丰硕的成果。本文通过对比薇姿、薇诺娜、樊文花、可丽金四个药妆品牌定位与渠道的异同及发展路径,对药妆的定位进行分析,并结合新零售在零售行业的应用,从打开线上线下通路角度对药妆产品的渠道建设提出一些建议。

With the continuous expansion of China’s cosmetics market in the past two years,cosmetics brands have been exploring and reforming in terms of positioning,products,channels and promotion,and have achieved fruitful results.By comparing the similarities and differences of brand positioning and channel development of Vichy,Winona,Fan Wenhua and Keli Jin,this paper analyses the positioning of cosmetics,and puts forward some suggestions on the channel construction of cosmetics products from the perspective of opening up online and offline channels combined with the application of new retail in retail industry.