Diversification of cosmetic sales channels

Diversification of cosmetic sales channels


From the analysis of the major consumer countries' cosmetic sales channels, they are mainly concentrated in department stores, supermarkets, pharmacies and chain stores. According to the actual situation of different countries, the role of various channels is obviously different. For example, the United States where the circulation industry is developed, warehousing and retail channels are its major features, and direct and open markets account for a relatively large proportion in Russia. In European developed countries such as the United Kingdom, Germany, Spain, etc., the role of department store channels is small. Supermarkets, specialty stores, and pharmacies occupy a very high proportion. In particular, pharmacies are the main sales channels. UK's BOOTS chain pharmacies account for 70% of the total. Share.


People’s pursuit of beautiful nature keeps the cosmetics market prosperous, but with the development of the times and changes in the environment, the characteristics of industrial competition have undergone major changes. Especially after the financial crisis, the demand for mass consumption patterns has begun to change, and consumers have begun to change. “Masstige” (Masstige), that is, the choice of high-quality products, while the price is not too expensive “medium-end high” brand, this trend has led to adjustments in multinational marketing strategies. Traditional department stores and cosmetics store channels began to spread to drugstores, pharmacies, and networks, and their convenience and economic benefits were favored by consumers.