【正文】 , the only manufacturer of premier athletic shoes exclusively for women is the Official Footwear of the Avon Running Global Women39。s Olympic Marathon (1984) and US recordholder, was one of the early Avon Running Circuit39。s when the pany sponsored the Avon International Running Circuit. These races enjoyed enormous popularity and were largely responsible for securing the women39。s goal is to reach $250 million by the end of 2023. PR Avon Breast Cancer Crusade Page 41/70 Avon’ s Partnership Standard Private + non –profit + public sector In USA, Avon’ s partner are ? YWCA ? NABCO The National Alliance of Breast Cancer Organization ? NCI National Cancer Institute In China, Avon’ s partner is Guangzhou Women Worker Association PR Avon Breast Cancer Crusade Page 42/70 3 day Event Mechanics The beneficiary of the proceeds of the Avon Breast Cancer 3Day, which have averaged 60% since the program launched in 1998. Avon pink ribbon merchandise items Kiss Goodbye to Breast Cancer Lipsticks,merchandise item Tshirts with logo available in Fashion Shops Other supports : Charity show, Community Seminar, Brochure circulation doortodoor, inter PR Avon Breast Cancer Crusade Merchandise Items Page 43/70 Avon was the leader in creating a platform for women39。Page 1/70 PREPARED BY Leo Burt GUANGZHOU July 2023 AVON Brand Review Page 2/70 Table of Contents I. Company Background II. Operation Outlook I. Structure II. Avon Shops III. Product Offers III. Media Spend IV. Communication Means V. PR/Event Activities VI. The Discovery Road of Avon VII. The Discovery Road of Amway Page 3/70 Company Background Page 4/70 A global beauty pany Founded in 1886 in New York, Avon was named by Mr. David McConnell who paid tribute to his favorite playwright, William Shakespeare (Avon is the name of a river in the hometown of Shakespeare). Since then, Avon has created career opportunities for millions of women around the world. Today, Avon is a leader in beauty and a trusted name in direct selling. She has grown into a global corporation, a Fortune 500 pany, with SR numbering three and a half million and products sold in 143 countries around the world. Page 5/70 Operation Outlook in China Page 6/70 Operation Outlook in China Amway has offered products and services since 1995 Avon started to offer products and services to consumers in 1990 Avon’ s factory is located in Guangdong Chonghua Industrial Area, covering 80,000sq meters with annual production capacity of 120 million units of products Amway’ s factory is located in Guangzhou Economic Technological Development Zone, covering 91,000sq meters with annual production capacity of 3 billion units of products Page 7/70 77 branches 5,000 outlets 20,000 SRs ? Main outlets focus around coastal areas. ? Over 100 outlets in every main cities ( BJ, SH, GZ, CQ …) ? Franchise business to expand business Operation Outlook in China Page 8/70 Outlets are mainly Avon direct selling as well as franchise shops Outlets are all Amway direct selling stores 77 branches, over 5,000 outlets and 20,000 SRs 58 stores and 130,000 SRs Maintained work in the main cities, while expanding in 2nd and 3rd cities. Mainly in relatively developed cities Operation Outlook in China Page 9/70 “ Work along both lines” strategy (雙管齊下） Definition Beauty counter: Opened by Avon pany. Unique area/counter inside the merchandise store or hypermarket Chain store: Include Avon direct shop and franchise shop (1) normal : no need to sell all categories, but skin care and cosmetics are required (2) flagship: model shop with standard design for other shops Concept store: Avon direct shop. Selfserving style, for consumers to enjoy free trial and to choose wide range of products Retail SR + Beauty Counter Concept Store Chain Store Market peration Market coverage role Franchise “ 0” fee to encourage more people to devote into Avon’ s business Operation Outlook in China Page 10/70 Avon retail channel + SRs Amway shop + SRs Key role to build up business Supporting role To expand market coverage To increase market peration Main role Supporting role Stores operation in accordance with government policy Strengthen relationship with consumers and ensure personal service Market size Quality service Operation Outlook in China Page 11/70 Avon Shops Page 12/70 Window display dressing changes by monthly with different theme. ? Average store space is no more than 40m2 ? Standard deco applied in every shop. Avon Shops Overview One of the shop entrance view Page 13/70 Avon Shops Overview Generally all shops are located along row of shop lots with high residential traffic. Locati