HIGHS beauty care : marketing channel evolution / Huang Haixin, Fei Meng, and Jingcheng He.

Format:

Book

Author/Creator:

Haixin, Huang, author.

Meng, Fei, active 2024, author.

He, Jingcheng (Tony), author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Corporations--Growth--Case studies.

Corporations.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Tsinghua University School of Economics and Management, 2024.

Summary:

To achieve success in the marketplace, a product or service must address two questions: where do customers go to buy it and how do they buy it? Therefore, the right distribution channels play an extremely important role in company growth. Equally important is to effectively manage these channels to avoid conflicts and maintain steady business growth. This case study examines the Canadian brand HIGHS, with a focus on its business transformation and channel evolution in the Chinese market. Specifically, HIGHS transitioned from manicure products to hand and foot care products, which corresponds to the brand's journey from failure with the counter channel to success through the professional salon channel and now contemplates the dual channel of professional salon agency sales and online direct sales. The case study delves into HIGHS's channel strategies across multi-stage growth and explores how these strategies have facilitated the company's expansion and development.

Notes:

Description based on XML content.

ISBN:

979-83-488-3343-5

OCLC:

1569209110

Publisher Number:

T299216