In recent years, China's retail outlets have become more diversified, large-scale warehouse supermarkets, large-scale comprehensive supermarkets, discount stores, chain supermarkets, convenience stores, specialty stores such as an endless stream of new retail formats. However, a long time, only large department store is the make-up products, especially high-end makeup products the main sales channels.
     Maybelline these years in the channels to go with the other foreign brands very different path, it chose the strongest penetration of supermarkets and chain convenience stores. Because the Maybelline brand was targeted at the general public, for such brands, in addition to price, convenience of purchase is also an important consideration for consumers. Large-scale shopping malls, department stores, while upgrading the brand image has a higher role, but due to lack of penetration, far from being able to meet the needs of Maybelline popular brands - will enable consumers anywhere can buy it products. Moreover, large shopping malls, department store counters in the brand is more than 10 million fixed investment, high rental and management costs, increasing the operating costs of the brand, product and consumer pull far away. The supermarkets and other sales channels is different all over every corner of the characteristics of increased convenience of consumers do not speak, and always the discount is also able to take the road of popular brand products price is more affinity.