Some marketing experts believe that this is the case. The future competition of cosmetics is still fierce, and the future competition of cosmeceutical brands is even more severe. Brand competition is no longer the competition of appearance price and packaging, and it has begun to enter the competition of sales channels, competition of brand culture and competition of promotion means. In this way, the competitive landscape of the drug makeup brand is gradually showing.
The competition in the Chinese market for cosmeceutical brands has also entered a stage of white-hot. The high-pressure trend of foreign drug cosmetics brands on profit growth has further slowed down. In order to find a long-term foothold of the brand, with the domestic drug makeup brand in the past two years. In order to find a larger market space, in order to quickly and better occupy the existing resources, foreign drug makeup brands have no exception to reach the second and third tier markets with large consumer groups.
However, the consumer groups are still huge. The department store super and pharmacy channels in the second and third tier markets in many regions of China are less developed than the first tier market. Whether it is a specialty store for cosmetics or a pharmacy channel for cosmeceuticals, competition has become increasingly prominent. As a leading representative of foreign drug makeup, such as Wei Zi, Ya Wei and other cosmeceutical brands, after a temporary market inspection, they have begun to step into the second and third tier markets to step up implementation. This move has brought a lot of pressure to the domestically produced cosmeceutical brands that have always dominated the second and third-tier markets. At present, the second and third-line brands with a large market share, such as Tongrentang, Jibaicao and Kecai Sanmen, are also stepping up their operations. In this regard, Li Ming, who can take the three brands, talked about his own views. He believes that the market has competition at any time. Foreign brands such as Vichy enter the second and third tier markets, and the promotion of the entire cosmeceutical industry is a good thing. Of course, for domestic cosmeceutical brands, sales have more or less impact, but the three brands can not be used, because the three can have a good price/performance advantage, and at the same time, through the development of these two years, Has a certain customer base.
However, whether such a market meets its high price is debatable. If there is not a lot of publicity in media advertising, although foreign drug makeup is generally optimistic about entering the second and third tier markets in the early stage. Whether the franchise store channel or OTC sales can achieve the expected results, many industry insiders are skeptical. In this regard, Chen Xiong, who worked in Tongrentang for many years, believes that although foreign brands are highly recognized, considering the local purchasing power and the solution of the local market, if you want to win in the store and OTC, the brand operators must pour quite More effort. At the same time, he insisted that it will not have much impact on the temporary seizure of the second and third tier markets, because domestic brands have rushed to cultivate the loyal consumer groups of domestic brands through the tempering of the previous market.
If you want to continue to attack the city, you will certainly. Entering the domestic first-line market, entering the first-line brand, and starting to compete with the internationally renowned Volkswagen brand, it is necessary to strengthen the franchise store and the OTC second- and third-line dominance, and increase efforts to expand its development path in Shangchao Department Store, through department store counters. To continuously enhance its brand effect and maintain its position as a franchise store and OTC brand. Although Tong Ren Tang, Ke Cai San Lu and other cosmeceutical brands have made this move, the extent of this is still different than that of foreign brands.
At the same time that the franchise stores and OTC channels must be done, the brand's market competition has always been a multi-angle foreign brand and the real battlefield of foreign brands' is not just a competition in the channel. Foreign drug cosmeceutical brands have absolute right to speak in franchise stores and OTC channels. Introducing the propaganda brand's propaganda to the soft underbelly of foreign brands' concept propaganda. Although the western high-tech seems to have certain principles, its generality is not easy to understand and it is difficult for consumers to accept it in a short time. This is the existing drawback in the promotion of foreign drug makeup brands. In contrast to the domestic cosmeceutical brands such as Tongrentang and Cancun, the herbal culture is vigorously promoted, and the concept of herbal acne and freckle has been deeply rooted in the hearts of the people for thousands of years. He has been deeply impressed by Mr. Liu An, who has worked in Can Tsao and Chen Liji, and the precipitation of thousands of herbal cultures and the baptism of the concept of the consumer for thousands of years will help the development of the domestic cosmeceutical brand.
Propaganda channels must be diversified, in addition. From franchise stores and OTC anti-cutting department store super channels, or from department store super anti-cutting franchise stores and OTC, it is necessary to carry out efficient integration within limited resources, so that more brand-conscious consumers can understand domestic cosmeceuticals. Brand strategy, but for brand development, it not only expands the market share, but also builds a big brand image in the minds of consumers. Only through in-depth publicity, gradually infiltrating the mall counters and establishing a high-end image is the road to strengthen the brand in the future.
Foreign drug-cosmetic brands generally use their popularity and TV media to simultaneously extend channels for franchise stores, for promotional purposes. Through the business penetration, the company enters the channel of Shangchao Department Store in the same area. However, there are not many ways to promote consumers in depth. Therefore, China must closely focus on the advantages of “taking the talent on the spot†and effectively combining it from store promotion, square promotion and community promotion. In these areas, the domestic cosmeceutical brands such as Tsai Tseng Huang and Keshang Sanshou are eye-catching foreign brands. As well as the implementation of the strategy to follow up the various strategies, so that the future sales pattern of cosmeceutics has entered a new era of competition. Changing the defense, and thus, the future sales pattern of cosmeceuticals has entered a new era of competition.
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This article originated from China Washing Cosmetics Network, specializing in creating the most authoritative cosmetics wholesale agent platform.
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