How Far Can The "National Ritual Effect" Of The National Product Of The Hundred Antelope Go?

The "national ritual effect" of "P > hundred ferret" is still fermented, and many local daily chemical brands expand the market on the occasion, which also adds a lot of fire to the topic of revival of domestic goods, which has attracted much attention in recent years.

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No doubt, P is one of the benchmark brands for revitalization of domestic products.

Previously, after the strong entry of foreign brands, local cosmetic brands almost all fell into place, and once the brilliant old Chinese goods were labeled "aging" and "low price", they were gradually excluded from mainstream sales channels.

After repositioning the brand, products, channels, and communication, the Bobby deer return to the mainstream market and set off a revival of domestic goods.

At present, apart from the "Grande" homemade daily chemicals, such as the gazelle, palace lantern almond honey and plum blossom, the batch of "new domestic products" such as suitable materia medica and Herborist are also expanding the market.

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< p > at present, the bailaoli channel is concentrated in Shang Chao and cosmetics monopoly stores. It has no connection with the foreign shopping malls. So can the national rites raise the brand level and enter the special channel of competition with foreign capital? Or is the Guoli event just a flash in the pan? < /p >

< p > < strong > National Product revival heat < /strong > < /p >

< p > hundred Rex has brought the revival of a batch of old Chinese products. A large number of old Chinese brands have launched new product lines and new packages. Herborist, suitable herbal materials and other new domestic products have also taken the opportunity to expand the market.

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Behind the revival of "P" and "daily chemical products", these old Chinese goods collectively encountered the dilemma of survival in recent years, and the rise and fall of them are highly representative.

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Gu Jun, general manager of consulting Asia Ltd., general manager of Asia far PHPC (personal care and household cleaning products Market Research Center), told the China business newspaper that when talking about the P, the public would only think of the iron balm in the early years.

When the Rex became a private enterprise in 2000, it continued to develop skin care products, hair conditioner and other product lines, but it was hard to find traces in the market.

"There are two main reasons behind this: first, the channel of the gazelle is not smooth. In addition to the gradual deterioration of the daily chemical distribution channels which had been relying on, the" old gazelle "has been marginalized in the Shang Chao channel, and the new brand has been crowding away. The two is the positioning of the low position of the product, which makes the gross profit margin of the brand too low, and the enterprise has no funds to do marketing propaganda and so on.

At the same time, the state-run system has brought many restrictions to these old domestic products, and the development, production and sales of enterprises are seriously out of step with the market.

This is almost the collective embarrassment faced by old Chinese cosmetics.

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The rejuvenation of the P is not accomplished overnight.

In 2000, the Rex began restructuring and introduced industrial capital and professional teams.

In the face of the problem of brand aging, in 2008, the company launched a new image and a series of products that locate herbaceous skin care products. Obviously, the herbal positioning has catered to the current consumption trend and the consumption needs of the young people, and the price of a few dollars in the supermarket is suitable for the middle and old age groups in terms of price or image.

After repositioning, the product of the great white deer came into the business super channel and quickly opened up the situation.

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< p > Huang Zhidong, deputy general manager of Guangdong floating shadow Industry Co., Ltd., summed up as follows: first, fashion upgrades for the brand; develop new herbal products according to the product concept of herbal skin care; two, abandon the declining channels of circulation and put resources in the terminal, including business super, cosmetics franchised stores and network; three, launch large-scale brand marketing in CCTV and major provincial satellite TV. For example, at the 2013 Zhejiang satellite TV advertising bidding meeting, the hundred antelope won the second best king of "good voice in China" with 70 million yuan.

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< p > hundred Rex has brought about a revival of domestic products.

For example, Guangdong piaoying Industrial Co., Ltd. acquired Kong Fengchun, an old Chinese product, and embarked on the road of brand revival in 2008, including the introduction of the new products of "Royal herbal medicine", the great demand for star Feifei Sun to endorse, and the construction of exclusive stores, department stores and boutiques on the channels.

The old brand twin sister has been repositioned as "luxury", launched the "sky high" personal care product, and built a professional store.

That is to say, in the wave of revival of domestic goods, a large number of old Chinese brands have launched new product lines and new packaging. Herborist, suitable herbal materials and other new domestic products have also taken the opportunity to expand the market.

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< p > but the revival of old Chinese goods is not easy.

Huang Zhidong told reporters, "since the brand revival began in 2008, Kong Fengchun has been entangled in the issue of inheritance and innovation. The lack of investment from the boss has made it impossible to do large-scale marketing and promotion. Currently, the main channel is exclusive stores, not only a small number but also concentrated in Jiangsu and Zhejiang provinces, and failed to achieve a leap from regional brand to national brand.

In addition, although the introduction of new herbal products, but did not effectively attract young consumer groups to buy, that is, did not solve the problem of aging consumer groups.

He believes that the revival of an old brand needs to be revitalization through a series of market operation methods such as "system reform, technology research and development, category construction, marketing innovation, dissemination and promotion, capital operation" and so on, so that we can discover new value and capture the hearts of consumers again and win the favor and purchase of consumers.

If some of these links are not done well, then it may be empty talk revival.

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< p > < strong > channel is the key to victory. < /strong > /p >

Less than P, the competition pressure of supermarket faced by the repositioning and upgrading of products has been reduced, because the local brands such as Jia Xue and TJOY are in the stage of aging products. Besides the appropriate herbs, the other brands of the local brand are mainly franchised stores.

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< p > for old Chinese goods, it has basically been excluded from the mainstream channels before, and the key to achieve rejuvenation and consumers to buy is to build channels.

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< p > as we all know, the old brands of domestic products represented by the hundred antelope are basically single varieties and low prices. This leads dealers to be unwilling to take over the promotion because of low profit margins, and supermarkets, one of the mainstream channels for cosmetics sales, are forced to shrink continuously because of the high cost.

Therefore, the domestic cosmetics are basically squeezed out to the three or four and the following market cosmetics outlets.

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< p > Huang Zhidong told reporters that in the process of rejuvenation, the Rex abandoned the three or four line market channel previously relied on, and concentrated resources on the terminal of a second tier market, including large business super stores and exclusive stores.

It is understood that there are nearly 400 hundred antelope agents, nearly 3000 outlets.

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< p > "its operation ideas are somewhat similar to that of the appropriate herbs. However, the competitive pressures on the supermarket channel are reduced after the repositioning and upgrading of the products, because the local brands such as Jia Xue and TJOY are in the aging stage of the products. Besides the appropriate herbs, the other brands of the local brands are mainly franchised stores, and basically do not have a big role in the supermarket channel."

Gu Jun believes that after the birth of a hundred antelope found a relatively blank area in the supermarket channel.

At the same time, the upgrading of the products and the price increase have also increased the channel profits, so they have won the support of distributors.

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This event has brought a boost to the brand of the P, especially the gift boxes installed by the proceus, which is believed to be able to change its previous low-end positioning business super product image, and gradually promoted to high-end skin care products.

So, can a hundred gazelle enter the department store channel with foreign brands competing? /p

< p > "this ceremony is more of a hype, the actual meaning is not imagined.

On the one hand, the product positioning, brand image and so on have not yet reached the level of the department store brand. Two, even if the hundred gazelle enters the special channel, its sales can not reach the requirements of the counters.

A daily marketing expert said that behind the popularity of old Chinese products is its cheap beauty, while the relative foreign brands, cost-effective absolute value.

Once entering the department store counters, the pricing of these old products will obviously be divorced from the psychological pricing of high-end consumers.

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< p > < strong > Data < /strong > < /p >.

< p > < strong > 2012, more than 120 billion yuan < /strong > < /p >

"P" in 2011, China's daily chemical (including cosmetics, personal cleaning supplies, washing and home care supplies) market capacity of about 180 billion yuan (full text currency unit is RMB), in 2012 more than 200 billion yuan, second only to the United States, the compound growth rate of 11.7% in 2006~2011, is the fastest growing area of the global daily industry.

Among them, in 2011, China's cosmetics (skin care products, cosmetics, perfume, etc.) market capacity was about 107 billion 500 million yuan, in 2012, more than 120 billion yuan, 2006~2011 compound growth rate of 15.8%.

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< p > < strong > sales growth rate is 9% < /strong > < /p >.

< p > according to the data of relevant research institutes, the annual compound annual growth rate of China's chemical industry is 9% in 2012~2016, and the market capacity will reach 312 billion yuan by 2016.

Among them, the annual average growth rate of skin care products is 10.6%, and the average annual growth rate of cosmetic make-up is 8.8%. By 2016, China's cosmetic market will reach 180 billion yuan.

From the perspective of industry concentration, the total sales amount of the top four enterprises in China's daily chemical industry accounted for 36.6% of the total sales amount in 2011, and the total sales amount of the top eight enterprises accounted for 47.5% of the total sales amount of the country.

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< p > < strong > cosmetics population growth 100 million < /strong > < /p >

< p > according to the research of Shiseido company of Japan, the number of China's core cosmetic population increased from 22 million in 2005 to 100 million in 2010. It is expected to reach 200 million in 2015 and 400 million in 2020, far exceeding the 56 million core cosmetics population in 2010 2010.

In terms of per capita consumption, China's per capita consumption of cosmetics amounted to 12 US dollars in 2011, which was only 1/10 of the US $114 and 1/20 of Japan's $244.

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< p > < strong > the proportion of local brands increased by 35% < /strong > < /p >

< p > it is understood that in the next five to ten years, China's daily chemical industry, especially the cosmetics sub industry, will usher in a stable and fast gold growth period.

During this period, the local daily chemical brand, which has experienced fierce competition for many years, is expected to gain more favorable and faster development opportunities than before.

At present, the total retail sales of cosmetics in China account for 80% of foreign brands, while local brands account for only 20%. After ten years, the proportion of local brands is expected to rise to more than 35%.

Such as Shanghai Jahwa's six gods, Herborist, Maxam, CHCEDO of CHCEDO group, Mei Su, suitable materia medica and so on, are all successful representatives of local brands.

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