Burn Money Into &Nbsp; Seek Breakthroughs:

Cosmetics have been a "halo effect" has a huge impact on the industry, because of the "worship of foreign affairs" mentality caused "foreign monks chant chanting", even if the domestic brand market coverage is high, but still considered to be low end, it is difficult to obtain excess profits.

A palace drama, fire actor Yang Mi and William Feng, as well as local cosmetics brand perya.

In the major forums, to distinguish the Korean drama palace from netizens, the netizens call it the "Palai Palace". Although no specific statistics have been made, the sales of "Palai" have increased by at least 33%.

Burn money and seek breakthroughs

Many people know about the brand of "very close" to "L'OREAL", not from shelves or word-of-mouth, but from the wide audience of television.

In recent years, with the strong rise of local satellite TV entertainment programs such as Hunan satellite TV and Zhejiang satellite TV, and the maturity of its fans' consumption ability, hundreds of millions of viewers across the country have repeatedly known the names of the namers by repeating them repeatedly, and even are eager to go to the mall to see where they are.

Such a scenario, Fang Yuyou, general manager of Hangzhou's Cmi Holdings Ltd, is not unexpected, but his expectation is too conservative.

In 2010, after surveying the psychology of the target consumer group, he made a selection of several influential mass media's ace columns. He signed a contract with Zhejiang satellite TV and Hunan satellite TV, which cost two hundred million yuan, and bought the title of the Golden Eagle theater of Hunan satellite TV.

Fang Yuyou had hoped to get more long-term results, but did not expect that the results would be so fast.

"Brand marketing has no other way but to invest."

Fang Yuyou said.

The cost of advertising has increased with sales.

They promoted the promotion of magazines and the names of TV columns, and strengthened the strategy of cooperation with the strong media such as Ruili, fashion COSMO, Zhejiang satellite TV and Hunan satellite TV.

However, in the face of foreign cosmetics brand wolves around, the Chinese fashion industry's Shu Road is still not easy.

For the park, the market share of the buyer is more concentrated with the action of brand integration of daily chemical giants, which further weaken the discourse power of domestic brands.

Obviously, he did not want to go back to the same mistake. Although it is now a situation, it inevitably takes a road to burn money.

But the situation of plera is at least better than before. Before that, they had been dormant for 7 years in the three or four line market, but compared with the big names similar to "AUPRES" and "L'OREAL", they are still a "tiger mouse foolishly confused" role.

Do not want to sell, do not want to die

The current series of actions and reactions, in fact, can be seen from their earlier experiences of other cosmetic brands.

In 1996, Fang Yu you went to Hebei to start a cosmetics agency.

Three years later, he took the TJOY, small nurses, Yuesai, Soft (8.82, -0.21, -2.33%), Revlon and other brands in the local proxy.

Procter & Gamble and Unilever are mainly shopping malls and supermarkets, while Fang Yu you take other middle and low end channels.

At that time, the cosmetics market was mixed and mixed. Through the idea of selling genuine goods only, Fang's "Liaoyuan daily chemical" became the largest cosmetics sales agent in Hebei.

In 2000, Fang Yu Yu's brother-in-law, Hou Juncheng, now chairman of the company, created a cosmetics brand in Hangzhou. However, due to vague positioning, later development encountered bottlenecks.

Fang Yuyou was ready to join, when there was a meaning of "no success and no gain".

The words "AUPRES" and "L'OREAL" have been in the middle for more than three months. Fang Yu you has found the name of "La".

In the past more than 10 years, the industry has been accustomed to the life and death of the brand. Fang Yu Yu's biggest idea is that he doesn't want to sell, but he doesn't want to die.

Cosmetics have been a "halo effect" has a huge impact on the industry, because of the "worship of foreign affairs" mentality caused "foreign monks chant chanting", even if the domestic brand market coverage is high, but still considered to be low end, it is difficult to obtain excess profits.

Once the small nurse made third of the skin care brand, the sales volume is second only to OLAY and Dabao, but the price has been restricted to death. It is very difficult to go up again. Finally, they were bought by L'OREAL at the peak stage, and then they were beaten back to the rural market.

The same is true of TJOY. In the past 10 years, the price of their facial cleanser did not rise or fall.

The first thing that Fang Yu you should think of is how to survive.

Although some people inside the company came up with a price of $100 to $200 for the company, Fang Yuyou thought it was not the most opportune moment, so he chose to wait for the consumer group to mature.

At the same time, he also made a low-end brand called "Po Lai", in the packaging also played a lot of big edge ball, the price from 30 yuan to 50 yuan.

Brand packaging looks for Japanese Kose; in concept, Fang wants white lilies, and looks for Hangzhou's Centennial brand Kong Fengchun to do foundry to ensure quality.

The location of Po Lai is also very clear: he wants to buy two or three tier cities and consumer groups in towns and villages.

Po's marketing emphasizes interaction with consumers, and ensures sales promotion by making profits between retailers and manufacturers.

In the three years from 2004 to 2006, through sales promotion activities, annual sales meetings and regular marketing meetings, profits made good sales results, and even attracted the imitation learning of other local brands such as America and CHCEDO.

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Brand move up, channel sink

In 2007, Shiseido Liyuan Cosmetics Co., Ltd. filed a petition to appeal to the higher people's Court of Shandong Province, directly referring to its unfair competition and plagiarized their brand AUPRES.

The dispute lasted for more than two years. Until 2008, Fang Yu you finally took the trademark of "La Lai Ya".

After this incident, Fang Yu you realized that brand promotion is imminent.

When local brands are less motivated, they consider more channels, while foreign brands emphasize brand building. Fang Yu you hopes that he will be able to learn from others.

In 2007, Fang Yu you had worked for Ye Maozhong, a senior marketing engineer. At that time, Ye Maozhong was touted by several advertising slogans such as "Earth people know".

"It may be vulgar, but it has eyeball effect."

The cost of planning by plana is as high as 4 million yuan, plus 2 million yuan for advertising.

Under the condition that brand influence is not enough, it is the most direct way to enhance the brand by using celebrity effect.

Fang Yuyou originally considered Hsu Chi's endorsement, but at that time Hsu Chi's gossip was endless.

At this time, a Taiwan entertainment star came out with a book called beauty king, and the cost of endorsement was only Hsu Chi's 1/4.

Fang Yuyou later commented that it was very suitable to find big s.

Another way for him to grasp the channel is in his own hands.

As a new cosmetic retail business format in recent years, cosmetic franchised stores now have about 15 in China.

In February 2009, a popular brand named "Paris L'OREAL", a popular brand in L'OREAL China, opened up channels in the three or four line City Cosmetics monopoly store. Soon it tasted sweet, and opened up to more than 1000 in more than a year.

Different from the hierarchical distribution strategy, cosmetics franchised stores can directly contact L'OREAL, and Paris L'OREAL can supply directly to member stores through distributors, and provide various promotional support to member stores.

"This is the new attempt of multinational corporations in local channels."

After 2008, franchised stores also became the main sales channel of the company.

The effect of brand upturn and channel sinking is obvious. In 2008, sales of the company had doubled, and sales increased by 80% in 2009.

Today, we have more choice of financing channels than the past.

Fang Yuyou said they hope to raise funds through the listing to solve the following problems such as insufficient funds.

At the same time, he hopes that more excellent local brands can be combined.

After all, "home appliances enterprises have already done" in resisting foreign investment, but the battlefield of daily chemical brand is far from successful.

[expert comments]

He learned the importance of channels from Procter & Gamble and Unilever, learned from OLAY, and learned channel management from Ting Mei.

But if we learn from the East and learn from the west, the most likely result is:

from

Good faith.

The guide has held a very correct value - integrity.

This credibility is not worth mentioning in many enterprises today.

But in China's cosmetics industry, which was placed more than 10 years ago, it is valuable to insist on not deceive consumers in that particular fool era.

Keen.

The guide has a keen sense of the market, and has grasped the two key elements of the cosmetics industry's success: brand and channel.

Because cosmetics are not easy to judge the quality of products directly and intuitively, this is a market that needs to rely on brand power to gain trust.

From the beginning of the road, he knew how to master the brand name, and then grasped the weak market of the two or three line brand as the first goal.

These strategic choices are undoubtedly very wise.

Imitation.

The great learning and imitation power of Zhejiang merchants has been applied to the extreme.

For example, from Procter & Gamble and Unilever to learn the importance of channels, learn from OLAY, and learn channel management from Ting Mei.

If that is not enough, I would like to remind him of the following questions from the perspective of future development.

If the first ten years of China's cosmetics market is the era of product marketing and brand is the means of promotion, then today's competition should be the era of brand management war.

The competition of enterprises needs to start from the establishment of brand strategic planning, and gradually and systematically layout to its products, channels and communication with consumers.

And it is obvious that he is staying at the stage of brand promotion war.

For example, the two celebrities who have considered in the choice of celebrity endorser, Hsu Chi and big s are the two stars with different brand DNA performance.

It is not because Hsu Chi's DNA does not match her, but because of her gossip, her success is more like a coincidence than that of Hsu Chi.

This lack of true strategic planning of the brand is very common among today's Zhejiang businessmen.

Clear brand positioning is not only the choice of target market, but also the positioning and matching from product to channel to communication mode.

Cosmetics located in the high-end market, like Armani in clothing industry, need first-class product quality and match with the display environment of shopping malls. The main channel must choose boutique shopping centers and shopping centers, and adopt monopoly mode to ensure quality and service.

Communication emphasizes cultural infiltration and face-to-face communication.

This is the selling method of luxury goods.

The cosmetics located in the middle end market are like the brothers in the clothing industry. They need excellent product quality, store stores or commercial street franchised stores in the middle location, although they can not reach the quality and wealth sense of boutique shops, but they still make people feel comfortable and comfortable.

This is the selling method for durable goods.

And cosmetics located in the low-end market, such as clothing industry casual wear for young people, high-density channel terminals, in particular, must occupy the mainstream channel.

Crowded stores can afford the price, so the channel emphasizes breadth and density.

In the same year, Aaron Kwok was used as an image endorsement, and the strong driving of public relations advertising was the main reason for his great achievements.

This is the selling method of fast food products.

In order to understand who should learn and choose the mainstream channel, he only needs to carve out his brand strategy plan more clearly.

In today's China market, the formats of various retail terminals are basically mature, and each channel has its own corresponding market.

After a brand must clearly define its strategy, it is possible for the brand to form a consistent strategy in other aspects such as marketing strategy and business operation.

If you learn from the East and learn from the west, the most likely result is that sales are temporarily successful and business is a failure.

This point is not only for the park, but also for the brand of Zhejiang merchants.

Because this is the general problem of Zhejiang merchants brand.