The transformation of local cosmetics enterprises kuan ti group

Fudan university school of management recently joined kuan ti group, held a 'kuan ti transformation strategy for cases of the conference. Business school specifically for domestic companies to release the teaching cases, which are rare in China. Kuan ti through successful transformation, realize the goal of its rapid rise, in foreign brands by successful breakthrough. Kuan ti group was founded in 2001, its own natural hall, the element such as a well-known cosmetics brand. The data shows, kuan ti group sales of 4 billion yuan in 2011, nearly two years of revenue growth year after year, the growth rate of more than 30% and 20% respectively, a leader in the domestic cosmetics enterprises. In the startup of the enterprise, brand can't compete with international giants in the first-tier cities, kuan ti group opened up a cosmetics store so the sales channel, and succeed in lower-tier cities. It USES to cosmetics stores a lot of shop goods to drive sales, as by other domestic cosmetics companies to follow. In 2010, kuan ti group decisively began the journey of the transformation. Chairman Zheng Chunying has said, the company will adjust its management idea, from the customer as the center, adjust to consumers as the center. Under the original management idea, the enterprise to consider the main problem is how to motivate the customer, is willing to run kuan ti products. To consumers as the center, it means that the best way to give up yourself. To provide consumers with high quality, suitable for cosmetics of the people. Kuan ti group will now more than 3% of the annual income into research and development, to create the r&d networks such as Shanghai, Tokyo, Taipei, plan in the future must build laboratories in Paris. Zheng Chunying, said local cosmetics in promoting quality at the same time, also focus on building brand. The same quality of cosmetics, foreign products compared with domestic products, many of the more expensive price, this is the power of the brand. www。 hzpzs。 Net editor: xiao sun editor: note: henan