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商品編號： TU0181 出版日期： 2024/11/04 作者姓名： Huang, Haixin;Meng, Fei 商品類別： Marketing 商品規格： 13p 再版日期： 地域： China 產業： Goods, trade, and consumer services 個案年度： -
商品敘述：
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.
涵蓋領域：
Business management
相關資料：
, (TU0182), p, by Haixin Huang, Fei Meng
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