Small Trial Dress, Good Intentions, Can Also Achieve A Big Brand.

Women, as the absolute main force of cosmetics consumption, are a group of perceptual consumption. Although they buy cosmetics, some of them are fussy and fussy, and pick and choose three and pick up four. In fact, they are all strong and dry. Their hearts are full of desire to buy. As long as they aim at weaknesses, they can definitely conclude pactions, which is easier than that of men's cosmetics business. No wonder that the first rule of Jewish business rules is to target women.

Women's interest in cosmetics - the interest in developing associations (after use as beautiful as fairies) - determines the purchase of this shopping psychological process, which is a process of thrilling products from commodities to money, and is also a process by which women cater to conquer women's psychology and defeat women's psychological prevention through products.

What is the most important factor that determines a woman's purchase of cosmetics? It is a "skin blind date" that allows cosmetics to have intimate contact with women, and whether the product can give her a good experience.

They never remember what you said, nor remember what you did, but they always remember what you let them experience.

A lot of pactions are guided shopping on the skin of customers, coated, touched and photographed. No experience, no matter how good the cosmetics are, it will be very difficult to sell.

Therefore, the trial loading gift of cosmetics is more necessary and important than other products.

Because of the low pparency of cosmetics products and basically closed sales, it is difficult for customers to know the texture of goods. Under such circumstances, customers are blind people riding blind horses, and it is very easy to buy cosmetics that are not suitable for their own.

In view of this situation, in addition to introducing the functions of cosmetics, customers can give them free trial when buying cosmetics. If customers do not like it and pick other styles, they will be able to achieve sales under normal circumstances.

Although this experience will waste some samples, customers can buy their favorite products. In the end, not only the customers are satisfied, but also the sales opportunities of businesses will increase.

In particular, the promotion effect of new products listing is better. First of all, it can be mixed up with the experienced people. It is easy to build up brand memory in the hearts of three people who are less familiar with each other than those who are familiar with each other.

So it is very necessary and cheap and effective for consumers to try cosmetics.

For example, opening the market with trial equipment is much more beneficial than advertising.

In the era of information explosion, the painless advertising input soon disappeared in the vast ocean, and it simply couldn't lift the waves.

Many cosmetics brands say that advertising on what platform is actually just a gimmick for investment promotion, which has not entered the hearts of the target audience, but the trial experience can make customers feel a sense of skin, and thus hold customers' memories.

The number of subjects may not be as many as that of the advertising audience, but ten people do not see the impact of product advertising as one person with the product. The so-called "ten fingers hurt" is not as good as breaking the finger.

Cosmetic trial marketing is an experiential marketing that lets customers experience and satisfy their individual needs and understand the characteristics of goods. This characteristic represents brand specific lifestyle, value orientation and consumption concept, aiming at establishing an emotional communication with consumers.

Using experiential marketing can create a life and cultural atmosphere, help consumers identify potential psychological needs, and stimulate consumers' desire to buy.

Let customer experience is a way to meet the individual needs of customers, through innovative and creative ideas, establish consumer understanding and respect, and achieve the purpose of communication with consumers.

The core of the experience is to attract consumers' participation and produce interaction, so that consumers can accept the information conveyed by the brand and generate the attraction of consumption and establish brand loyalty.

At the same time, experiential marketing is more important under the national conditions of China.

First, because of lack of regulation and market irregularities, many enterprises make use of the loopholes that consumers can not personally experience, deceive people with false advertisements, deceive people with inferior products, and consumers are deeply injured, making the whole society credit collapse. The beauty and cosmetics industry also exposes the whole industry with unprecedented reputation crisis because of the frequent exposure and disfigurement.

If we do not untie the consumer's mind, consumers can not believe that they prefer to buy cosmetics with less risk and more shopping experience.

Two, women buy cosmetics in shopping malls and counters. Shopping is not an end, but a process of enjoying shopping, experiencing a perfect and comfortable shopping environment and shopping pleasure.

The consumption habit of "first experience, after purchase" cosmetics has lasted for many years and is deeply rooted.

Businesses refuse consumers to try cosmetics. In fact, they challenge traditional habits, that is, they can't get along with money.

Even the sale of Japanese DHC in China is a great success in respect of catering to this habit of experience. The brand of vanilla dream in Shanghai has pioneered the introduction of professional line products into the daily line, which is a great success in the franchise store's trial by relying on a trial of cold, hot and ice.

Guangzhou essential oil added "Wei Shang" brand series of cream, specifically for consumers out of small samples, samples, large sample full trial experience.

Most businesses know that cosmetic testing is extremely important for product promotion, and the experience of terminal customers' interception is becoming more and more humane.

But what businesses are worried about is the loopholes in trial management. Many of them are intercepted by the terminal "BA" ("Beauty Advancer"), and then sell at a low price. Many famous brands of trial wear and gifts are even sold online.

According to incomplete sampling statistics, only about 40% of the free trial can really fall into the hands of customers. This is also the industry's hidden rules. It is an open secret in the circle.

As early as 2001, when the author acted as "Shi Lang" brand planning, he found that some dealers and shopping guides were selling free trial suits and gifts. Some shopping promoters were also used to exchange fruit snacks, so they adjusted the trial free gift free policy in an ingenious way, and distributed free distribution to the dealers on trial packages. Instead, they were converted into the first time of purchase within six months, and the actual manufacturing cost was hit by a price of 20 percent off. The company paid 80 percent off loss as an advertising budget, and the dealers strongly endorsed the symbolic fee.

As a result, many dealers and their promoters are free to rush to the nearest area of their agent area. They drive their streets full of streets and small towns to sell "Shi Lang" trial bag shampoo, washing powder and shower gel to small stores, Shi Dian, hairdressing shops, restaurants and so on. They are covered with corner cards, posters and replenishment phones in a short time.

In the eyes of the local public, suddenly, like spring breeze, it suddenly felt that "Shi Lang" was a famous brand product.

This has paved a golden road for the sale of genuine products. The shopping mall's shopping guide can easily defeat other brand guides by local customers' familiarity with the brand, so the recruitment guides do not need to worry. Dealers will not excuse the opening of business here, and do activities tomorrow, and then apply for additional gifts to the manufacturers. The shopping guide is more appreciative because he thinks he spent the money to buy the trial clothes, and each package will be used to weigh the gains and losses on the knife edge, and at the same time, under the strict management of dealers, it can not "embezzlement".

Since then, the company has been unable to accept, and has been planning a number of gifts trial products and renovating every month. Every development of a small gift is solemn and serious. It has carried out projects, market surveys, visits and questionnaires. It has been exerting the utmost importance from the aspects of material collection, process optimization, product matching, serial combination, design conception, text deliberation, target customer psychology, and convenient and interesting use.

The platform and props, especially for the love affair of men and women, are expressed by perfume, such as secret love complex, personal password, teenage Witte, everlasting, and so on. Several delicate sentiments are shown on the outer box through several euphemistic poems, showing the dubious feelings that men and women do not speak well or need to ask for directions. The little perfume has become the gift gift and the matchmaker of the love girl and the boy who likes to express their ideas and communicate with each other. The most classic case is that there are too many single men and women working in the Pearl River Delta.

The little perfume was originally planned to be given only one month, and it was given three months continuously in the summer because of the strong demand of the market. Within the scope of Zhongshan agents, by the organization customer salon rough statistics, the lovers and Xi Ji Lian Li of the gifts were matched by more than 1300 pairs.

Even the public security anti pornography in the hotel rounds, caught several illegal marriage of married men and women, and questioned its intermediary pimp, actually blamed the perfume of the small gift, it is really uncommon!

But the gift test equipment can do this is an art, its power is beyond imagination, not only to the consumer trial experience, directly enhance sales, but also carries all the information of the brand, has played the important task of brand promotion and maintenance.

It may be that many brands are still careless in the development of gift test packages, and the failure is not accidental.

At present, the brand of "Shi Lang", which sells hundreds of millions of dollars for many years, basically has no large advertising investment in the early stage. It can be said that all the products are made up of gifts and trial equipment.

The outside world only knows that "Lang Lang" gifts fly all over the sky, but do not know its control, the development of gifts of calm and exquisite and good intentions.

Now many cosmetics enterprises, dealers in the beginning of the product promotion, also specially launched a free gift for consumers! Even professional free trial website, the agency issued free trial installation.

But the author believes that if we just meet the needs of consumers, it will mean another trap for consumers.

Because the production process of cosmetics is not understood by consumers, and the immediate sensory experience of cosmetics is only the sensory indicators of cosmetics, including color, aroma, viscosity and texture. Physical and chemical indicators and health indicators can not be experienced by consumers. As for the safety effect and beauty effect, the one or two trial experience is simply not felt.

At the same time, the customer's experience needs will lead businesses to go to the bottom of their minds, work hard on matrix raw materials, cater to consumers' sensory enjoyment, but ignore the functional material rationing that really has skin care effect.

Online and offline market surveys and questionnaires are basically centered on the experience of consumers. Therefore, the experience and experience of many free trial websites are all good at one side, good and comfortable, and do not exclude "irrigation". However, it is obvious that businesses are deliberately making articles on sensory indicators.

In fact, it doesn't necessarily feel good cosmetics are good products.

For example, in many shampoo advertisements, the hair of the model is bright and supple, to the alarming extent. In addition to computer synthesis technology, the main contribution is silicone oil.

Silicone oil is used much, and the hair will float up, feeling really good and floating.

However, silicone oil can not be dissolved in water. Using too much shampoo containing silicone oil will cause it to deposit on the hair surface and hair follicle, affecting the normal metabolism of the hair and damaging the natural wool scales.

Some mild and mild cosmetics, the effect is not immediately experience, need time and endocrine conditioning, especially in the anti acne and speckle effect products.

Therefore, the rumors in the shop that the industry is tricky, and some businesses are in the state of thorough investigation, and when the genuine products are unable to handle the situation, they use the chloramphenicol to remove the pox on the trial, and use the lead, mercury and heavy metals to get rid of the spot, so as to win the instant experience of the customer experience. A few silly customers praise the products very well. Of course, there are many high quality customers who refuse to make their own skin as experimental fields, but the women who like the cheap ones are still the majority.

Some good products are not very good in sensory indicators, but the cosmetic effect is really good. For example, some of the genuine Chinese medicine cosmetics are not "concept detonating", but because of their slightly inferior sense of color and taste, they are not really able to meet the customers who really need them.

Cosmetics trial and gift from development to distribution are very skillful, and have an irreplaceable role in opening the market, increasing sales volume and building brand.

A small trial dress is a great article, with good intentions and great achievements.