Direct Selling in the Year of Direct Selling - What Can We Learn from Avon?

Author: Lan Tian, He Ke, Huang Qiao
Publisher:
Publish Date: 2005-01-01
Features: Avon, a direct selling giant with a 118-year history, has risen to become the king of China's cosmetic chain specialty stores. After its transformation in 1998, how did Avon restore its former glory? This book reveals for the first time the little-known successful business strategies of Avon after its transformation. From the establishment of the "California Perfume Company" by David McConnell in 1886 to today's global acclaim, Avon has walked a path of 118 years, making the name "Centennial Avon" entirely appropriate for such a brand. Additionally, in the eyes of consumers, Avon enjoys high acclaim. It is considered the most feminine brand in the cosmetics industry, which perfectly reflects a crucial aspect of Avon's corporate culture—understanding women better than women themselves. Avon Inc. takes it upon itself to "care for women." Around the world, Avon supports the economic, cultural, and athletic development of women. Established in 1992, the "Avon Global Women's Health Foundation" has raised over $75 million to date. Its subsidiary, the "Avon Breast Cancer Awareness Fund," has provided $55 million for early detection and education of breast cancer, becoming the largest funder of women's breast cancer initiatives in the United States. In the eyes of consumers, Avon is also a messenger of compassion, bringing health and love to them. In 2001, with the themes of caring for women and children and helping women progress, Avon founded the Breast Cancer Awareness Fund and launched the "Walk Away from Breast Cancer, Live a Healthy Life" public welfare campaign. In 2001, Avon held a large-scale charitable event in Beijing on Mother's Day, themed "New Century, New Women, New Look," titled "Love for Mothers." Overall, whether it's the Avon brand or its "Avon Lady," they convey a sense of fashion but also warmth. It is believed that Avon's values, management system, and the spirit of its people will lead Avon to even greater glory.