The Nine Year Innovation Road Of Suitable Materia Medica

300 yuan a bottle of moisturizing cream, and 30 yuan a bottle of moisturizing cream, in the face of beauty women, often choose the former, the price is secondary, the effect is important.

This is the common choice of many women before.

But the advent of a popular brand of beauty care skin - the appropriate herbal medicine has upset this consumption concept.

Because in the local cosmetics brand of "suitable Materia Medica", a wonderful thing happened: 300 yuan.

This is also the 9 years, the sales volume of "suitable Materia Medica" from 1 million yuan to 217 million yuan.

With such impressive achievements, what kind of innovation road did the head of the department take to bring the appropriate herbs?

I'm on the pro citizen line.

In some

Obviously, it's a product.

For the reporter's "civilian" positioning, Feng Shuai immediately corrected: "our position is not civilians, it should be said to be close to the people."

"We have long noticed that customers' consumption ability is not bad.

In fact, our positioning is not a low-end customer, but a group of women who have knowledge and pursuit of quality. Choosing such a price strategy is that we hope to be as friendly as a neighbor in our customers.

On the phone, the speed of Feng Shuai's speech is fast, and the brand's expression is not complete, but it is obvious that she wants to create a "differentiated" brand.

But she is still groping.

She even blamed herself: "in fact, others say that our brand building is very poor."

Herbal skin care has been very popular in recent years.

Familiar brands include recoverable, Herborist, L'OCCITANE, Kiehl "s", BodyShop and so on. Most of them choose the high-end route, such as the most successful herbal skin care product on the mainland, Herborist is also a middle and high-end line.

It also experienced 11 years of brand sharpening and rapid growth in the past 3 years, and the establishment of a huge channel network in the form of franchised stores.

Obviously, this road is not copied by Feng Shuai.

"I don't want the cosmetics industry to be expensive because of celebrity endorsements."

However, the low-end strategy is not the main demand point for the expansion of "suitable Materia Medica". To improve the brand's gold content, we should not be crowned with a "cheap" hat.

Price strategy requires her to compete and balance in brand building.

Feng Shuai is not willing to do only tens of dollars of products. The reporter noted that the price of the "Tian Di Ren" series launched by the company is obviously higher than that of other series.

From the 140% growth in 2008, the "Tian Di Ren" series has been accepted by the market.

Internet channels are indispensable.

The success of the cosmetics industry is mainly laid on the laying of channels.

For a brand, its channel is a strategy, or a strategy that is consistent with brand positioning.

Unlike Herborist's mode of franchised store, traditional cosmetics and retail shopping malls, the first choice of suitable shopping materials is similar to that of making masks.

The proper Materia Medica, which was born in Shanghai, originally began selling from the Shanghai local hypermarket.

"We are expanding from the first tier cities, and now we are doing it from the scale of 1 million sales," said Feng Shuai.

Although the company has been established for 10 years, the brand has also been in existence for 9 years.

But it's only 2 years ago.

"These 2 years of performance outburst, it is a good thing to say that we have accumulated a lot." in speech, Feng Shuai has never wanted to show off her achievements today. She even said, "such a rapid development is not good for the long-term development of enterprises.

I have been thinking about this recently, such as Mengniu.

According to the reporter's observation, in 2008, the appropriate volume of Materia Medica reached 217 million of sales scale, on the one hand, it benefited from its construction of traditional channels such as hypermarkets.

In the past six months, it has often been seen that suitable herbs promote sales in the prominent location and important shelves of the hypermarket. At the same time, the suitable herbal materials that used to be hardly advertised began to advertise in the bus body and CCTV.

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On the other hand, the outbreak of appropriate materia medica results from the cultivation of Internet channels for many years.

It can not only accept user orders on its official website, but also cooperate with other websites and even online agent channels.

For example, the Internet community word-of-mouth marketing method is adopted. It cooperates with a new cosmetic brand community network. First, it is free to distribute the brand trial wear. This is attractive to women. At the same time, when applying for a free trial dress, the website collects the data of the applicant.

In the process, it is appropriate for the materia medica to Make telemarketing to consumers, and to mail potential members of the magazine to potential consumers, so that they can feel good about this brand.

Next, the network integrated marketing, through online and offline cross relations, enhance brand influence, and finally link users to share trial experience on the website community, and even try to share the trial process, thus creating a strong word of mouth effect.

Some community websites even started to take the B2C Road, selling various cosmetic brands, and sales of some good mouth cosmetics increased.

The spread of network channels will also be appropriate and a number of members have been established.

In the cosmetics industry, membership system is an important means of sales strategy, but it is more suitable for high-end brand.

The sale of suitable members of the materia medica has some feelings of "no intention of inserting willows and willows".

3 years ago, there were fewer advertisements, less public exposure and fewer outlets. But the products had many loyal consumers. They wanted to become members and get discounts for their products.

2 women want to play a big show.

As a matter of fact, today's capital president, Xu Xin, is also reading the appropriate herbs because of word of mouth.

At that time, a young female colleague recommended this skin care product to her when chatting, saying that how to use it well and the price is cheap.

Xu Xin had not heard of the brand at that time, but she began to pay attention to this company from the excited expression of her colleagues.

When Xu Xin first came to the house, Feng Shuai felt very suddenly.

Before, VC also looked for the appropriate herbs, but she rarely thought about financing.

But Xu Xin's "setting up the first brand in the industry" made Feng Shuai uplift.

Feng Shuai was born in a Chinese medicine family. His grandfather was a famous doctor at the foot of Taishan, Shandong, and was good at treating skin diseases.

Her mother is also a doctor.

"I hope that I can become a doctor at home, but I am not a medical major, and I am not engaged in Chinese medicine or beauty care after graduation," Feng told reporters.

But when she was 30, she decided to quit her job and start her own business.

"The reason that inspired me to start business at that time was more of a responsibility inherited from family."

This insistence is 10 years.

The name of suitable materia medica is from Su Dongpo's poem, "to compare West Lake with the west, and to make the best of makeup." West Lake is the favorite place for the handsome grandfather.

This story has virtually added some color to the brand of suitable materia medica.

In Xu Xin's opinion, there is no shortage of what is suitable, but what is missing is brand.

Under the help of capital of 80 million yuan today, Ben Ben began to advertise and change some incentive systems.

Indeed, in 2008, the growth rate of Materia Medica from the original 50% increased to 140%.

This has nothing to do with the power of capital.

However, Feng Shuai, who was influenced by traditional Chinese culture and liked to study Buddhist scriptures, had other thoughts.

Suitable Materia Medica, in 2008, regarded the brand as "fast Materia Medica". Although it did not produce much deviation from the product itself, the market reaction was good, but the company thought it was not particularly appropriate, and the product itself was not particularly "appropriate", because the role of Chinese herbal products should be mild and slow.

I have not answered systematically what the results of rapid development are and whether they match with what I am doing now.

For me, I am more concerned about team suggestions and corporate culture.

Feng Shuai frankly told this reporter, "so I rarely accept media interviews, appropriate now can say little experience."

Indeed, if we want to achieve the first in the industry, we must go a long way.

In this brand of cosmetics industry, not only to face the pressure of international brands, but also to attack the impact of local brands on the beach.