Foreword From 1995, foreign make-up brands began to enter the mainland market one after another. The word “make-up†has also penetrated into the domestic industry and consumer groups.
At present, there are almost all kinds of domestically-made make-up brands: homogenization of product categories, homogenization of product selling points, homogenization of product images, homogenization of product packaging materials, homogenization of sales channels, and homogenization of sales policies. Terminal service homogenization, promotion and homogenization.
Cosmetics can be divided into the following stages: budding, chaos, follow-up, integration, and stabilization. At present, domestic cosmetics are in the "following period." Makeup cosmetics in the domestic market is absolutely vast, and the development prospects are very broad. The key is how to find a difference that meets the needs of end consumers at all levels of make-up operations!
Consumer status 1. The makeup consumption of most women in state-owned enterprises and public institutions is mostly in the mid-range (between 45 and 85 yuan). Students who graduated from school, secondary school, or college or college are more likely to spend more on mid-range makeup. Consumers graduating from high school and below, their makeup consumption levels are mostly at low levels, and the proportion of daily makeup for these people is also low.
2. High-end cosmetics consumers in the guarantee that the product will not harm the skin on the premise that they are more concerned about color cosmetics products, fashion sense, service; low-end cosmetics consumers in ensuring that the product will not harm the skin under the premise of more attention or price.
Conclusion In the consumption of makeup products, occupation is the first factor; culture is the second factor. The income is closely related to one's occupation and education level (individuals with low culture and high-income people are only a minority). Nowadays, almost all of the consumer brands that make up a brand are based on their age. This is not true in the domestic cosmetics market. For example, in the final consumption of make-up, the girls are also in their twenties. One of them is a primary school teacher and the other is a beauty instructor. Even if they are of the same age, the makeup colors and styles that are required in daily life will have essential differences. Change.
Analysis of the current domestic cosmetics in the first two brands XXX Hui and XX blue - basically a strong brand position in various markets; brands in the domestic make-up second-line brands are mostly local market strong brand. And I learned that the two domestic first-line make-up, the total amount of annual collection of each brand far exceeds the N times the total amount of annual total collection of other makeup companies alone. That is to say, the number of domestic terminal counters and terminal sales are far behind the domestic first-line makeup brands and second-tier brands.
Why is it that 90% of color cosmetics companies have experienced difficulties in development? Either the second-tier brand make-up appears to continue to expand the ceiling of sales repayment; or domestic three or four-line make-up brands are struggling! Friends of the distributors who led to the majority of cosmetics, mostly talking about "color" change! There is no color makeup makeup for the tasteless - tasteless, to the pity! But after all, makeup has become an important part of the cosmetics classification; if it has been used as a make-up and has failed, it has been “a bite of a snake and a decade of shabby ropesâ€. Some dealers actually said that “we will not consider it in the next decade. Make makeup!"
Why, then, has the development of domestic cosmetics companies been so difficult or even painful? Various makeup companies are looking for the answer: follow the strong make-up products, redesign the image of the counter, please spokesperson, put into print media advertising, and even television media advertising. . . If the above tricks don't work, then the operation team will be replaced. It would be unsatisfactory. There is still the last way to go – “disappearing in the wind and rain.â€
In fact, at present, in addition to the two first-line brands: XX Lan started early, but also the famous spokesperson's brand earlier, coupled with its own production advantages, although there are some detours in the development process, such as: Division and protection, channel positioning and other aspects. However, due to the industry channel environment at that time (Red Globe, UPTOYOU, dominated by commercial channels; Maybelline is not being pushed by the main channel in cosmetics stores), no matter how “toss†it is, “it is not too lateâ€; A XXX Hui came from behind. There may be very colorful makeup company owners and industry insiders are wondering why XXX Hui brand development is so "fast"? ! The time of day, geography, and people are important, but the author believes that its rapid development is essentially production! Everyone knows that product quality and product structure are the cornerstones of a brand. However, due to various reasons, really make the product quality, make the product structure planning good make-up brand like a rare! The makeup business owners are just talking about it! In addition to excluding other competing products in the same grade in China, XXX's overall product structure and overall quality of the product in the previous period are better than other domestic cosmetics brands. This is the basis and fundamental, which is to quickly get rid of other competing products. , One of the main reasons for being among the domestic brands of makeup. There are many examples of negatives, such as: XXX Love, XX Bi. Because the spokesperson is relatively strong in the market, when the makeup dealers are making "makeovers" for makeup, they have established a cooperative relationship with these makeup manufacturers, but in the end they are "one knife cut off" or "two loses". !
Suggested product quality - is directly related to the level of raw materials and engineers. The author once personally heard that a factory processing a make-up brand complained that the other party said that the lip gloss we produced was not reflected by consumers. But at that time, the manufacturers let us use 70 yuan / kg of raw materials, we use the price of raw materials produced by the product and how people use 120 yuan / kg of lip gloss raw materials produced by the same product! ? As for the engineers, then look at the makeup of the makeup business owners!
Product structure - mainly related to the differences and selling points of similar products, as well as the order of colors. For example: the same brand, the same lip gloss, although the packaging is different, the retail price of the terminal is different, but the effect of product smearing is no essential difference, or selling speculation and this product is simply unworthy of name!
Although doing make-up marketing include: brand planning - production (packaging, product quality, subsidiary materials) - promotion - market development - training and maintenance. However, the entire makeup company has put its emphasis on the last three, and seriously neglected the first two, especially the important part of “productionâ€, and thought that it would be possible to produce a popular product. In fact, one of the simplest test methods is to place your product and the two brands in the domestic market on the table. You can truly say that your product is essentially different from the other product. It means that the other party will not exceed some of your characteristics in the short term or never, and this feature should be in line with the needs of end consumers. Only in this way will your "production" really cross the border. Then go on to study other aspects of marketing. Otherwise, the "foundation" is not solid. If you are afraid of building a tall building, you are already in danger!
At present, there are almost all kinds of domestically-made make-up brands: homogenization of product categories, homogenization of product selling points, homogenization of product images, homogenization of product packaging materials, homogenization of sales channels, and homogenization of sales policies. Terminal service homogenization, promotion and homogenization.
Cosmetics can be divided into the following stages: budding, chaos, follow-up, integration, and stabilization. At present, domestic cosmetics are in the "following period." Makeup cosmetics in the domestic market is absolutely vast, and the development prospects are very broad. The key is how to find a difference that meets the needs of end consumers at all levels of make-up operations!
Consumer status 1. The makeup consumption of most women in state-owned enterprises and public institutions is mostly in the mid-range (between 45 and 85 yuan). Students who graduated from school, secondary school, or college or college are more likely to spend more on mid-range makeup. Consumers graduating from high school and below, their makeup consumption levels are mostly at low levels, and the proportion of daily makeup for these people is also low.
2. High-end cosmetics consumers in the guarantee that the product will not harm the skin on the premise that they are more concerned about color cosmetics products, fashion sense, service; low-end cosmetics consumers in ensuring that the product will not harm the skin under the premise of more attention or price.
Conclusion In the consumption of makeup products, occupation is the first factor; culture is the second factor. The income is closely related to one's occupation and education level (individuals with low culture and high-income people are only a minority). Nowadays, almost all of the consumer brands that make up a brand are based on their age. This is not true in the domestic cosmetics market. For example, in the final consumption of make-up, the girls are also in their twenties. One of them is a primary school teacher and the other is a beauty instructor. Even if they are of the same age, the makeup colors and styles that are required in daily life will have essential differences. Change.
Analysis of the current domestic cosmetics in the first two brands XXX Hui and XX blue - basically a strong brand position in various markets; brands in the domestic make-up second-line brands are mostly local market strong brand. And I learned that the two domestic first-line make-up, the total amount of annual collection of each brand far exceeds the N times the total amount of annual total collection of other makeup companies alone. That is to say, the number of domestic terminal counters and terminal sales are far behind the domestic first-line makeup brands and second-tier brands.
Why is it that 90% of color cosmetics companies have experienced difficulties in development? Either the second-tier brand make-up appears to continue to expand the ceiling of sales repayment; or domestic three or four-line make-up brands are struggling! Friends of the distributors who led to the majority of cosmetics, mostly talking about "color" change! There is no color makeup makeup for the tasteless - tasteless, to the pity! But after all, makeup has become an important part of the cosmetics classification; if it has been used as a make-up and has failed, it has been “a bite of a snake and a decade of shabby ropesâ€. Some dealers actually said that “we will not consider it in the next decade. Make makeup!"
Why, then, has the development of domestic cosmetics companies been so difficult or even painful? Various makeup companies are looking for the answer: follow the strong make-up products, redesign the image of the counter, please spokesperson, put into print media advertising, and even television media advertising. . . If the above tricks don't work, then the operation team will be replaced. It would be unsatisfactory. There is still the last way to go – “disappearing in the wind and rain.â€
In fact, at present, in addition to the two first-line brands: XX Lan started early, but also the famous spokesperson's brand earlier, coupled with its own production advantages, although there are some detours in the development process, such as: Division and protection, channel positioning and other aspects. However, due to the industry channel environment at that time (Red Globe, UPTOYOU, dominated by commercial channels; Maybelline is not being pushed by the main channel in cosmetics stores), no matter how “toss†it is, “it is not too lateâ€; A XXX Hui came from behind. There may be very colorful makeup company owners and industry insiders are wondering why XXX Hui brand development is so "fast"? ! The time of day, geography, and people are important, but the author believes that its rapid development is essentially production! Everyone knows that product quality and product structure are the cornerstones of a brand. However, due to various reasons, really make the product quality, make the product structure planning good make-up brand like a rare! The makeup business owners are just talking about it! In addition to excluding other competing products in the same grade in China, XXX's overall product structure and overall quality of the product in the previous period are better than other domestic cosmetics brands. This is the basis and fundamental, which is to quickly get rid of other competing products. , One of the main reasons for being among the domestic brands of makeup. There are many examples of negatives, such as: XXX Love, XX Bi. Because the spokesperson is relatively strong in the market, when the makeup dealers are making "makeovers" for makeup, they have established a cooperative relationship with these makeup manufacturers, but in the end they are "one knife cut off" or "two loses". !
Suggested product quality - is directly related to the level of raw materials and engineers. The author once personally heard that a factory processing a make-up brand complained that the other party said that the lip gloss we produced was not reflected by consumers. But at that time, the manufacturers let us use 70 yuan / kg of raw materials, we use the price of raw materials produced by the product and how people use 120 yuan / kg of lip gloss raw materials produced by the same product! ? As for the engineers, then look at the makeup of the makeup business owners!
Product structure - mainly related to the differences and selling points of similar products, as well as the order of colors. For example: the same brand, the same lip gloss, although the packaging is different, the retail price of the terminal is different, but the effect of product smearing is no essential difference, or selling speculation and this product is simply unworthy of name!
Although doing make-up marketing include: brand planning - production (packaging, product quality, subsidiary materials) - promotion - market development - training and maintenance. However, the entire makeup company has put its emphasis on the last three, and seriously neglected the first two, especially the important part of “productionâ€, and thought that it would be possible to produce a popular product. In fact, one of the simplest test methods is to place your product and the two brands in the domestic market on the table. You can truly say that your product is essentially different from the other product. It means that the other party will not exceed some of your characteristics in the short term or never, and this feature should be in line with the needs of end consumers. Only in this way will your "production" really cross the border. Then go on to study other aspects of marketing. Otherwise, the "foundation" is not solid. If you are afraid of building a tall building, you are already in danger!