More than ten years ago, as long as a few dollars can buy fashionable cosmetics at that time, bee flowers, friendship, Baique Ling ... ... these local cosmetics brands can be described as red and white. However, around 2000, international big names such as Johnson & Johnson and Procter & Gamble landed on the beach one after another. Once the classic local daily chemical brand gradually became harder to find in the big supermarkets, Xiaoxing, Yuexi, Dabao and other rising stars were successively acquired by foreign investors.
After more than a decade has passed, the old local products that have been gradually forgotten by the younger generation have once again ushered in the opportunity to rejuvenate. In 2006, the release of the new trousers group “Dragon Tiger Man Dan†led to an upsurge of domestic rejuvenation represented by plum sportswear and power sneakers. Once those Japanese brands that were familiar with the childhood of the 1980s and the 70s returned to the people's sights once again, and Shang Chao Li could not buy them. It didn't matter. The Internet became the rebirth of these old skin care products.
The defeat of old skin care products is well-known, the survival environment of national brands in the end market is very poor. In the multinational KA stores, multinational brands will enjoy the best display area, and priority will be given to the promotion period and location of piles, specials, etc. Even if the national brands like Ding Jiayi and Xiao Shi have sufficient reputation, they must not only In accordance with the 25% deduction point approach, all kinds of promotional management fees, store reimbursement, DM advertising fees are charged the most, and the most critical pile promotion is often not arrange a reasonable schedule, even if the schedule is arranged, the location of the pile is also In corners or inconspicuous positions, it is impossible to achieve the purpose of attracting consumers' attention and increasing sales.
The sales of cosmetic counters in middle-to-high end shopping malls accounted for a significant advantage in cosmetics sales. The sales of these counters are small, but they occupy more than half of the sales of cosmetics, and these counters are almost all foreign cosmetics world. Since 2006, the trend of foreign cosmetics brands expelling local brands from high-end department stores has become increasingly evident. In 2010, the news broke that "Carrefour" strangled the local cosmetics brand.
In the various cosmetics costs, marketing costs can not be ignored, according to Ling Yan management consultant Lin Yue introduced, raw materials only accounted for 20% of the cost of cosmetics, little impact, while marketing costs account for 50% to 60%. In addition, according to the reporter, advertising costs often account for 20% of the total cost of cosmetics. As for the ever-best friendship and hundred-que antelopes, these costs were almost zero under the state-owned commercial system that had been used for purchase and marketing, and further contributed to the low prices of these brands of cosmetics. In the case of the city and the DPRK, the cost of marketing and advertising cannot be ignored, which will increase the cost of cosmetics. If these local brands increase their efforts in marketing and advertising, they will certainly lose the advantage of low prices. Moreover, due to the operation of the state-owned commercial system for many years, marketing and promotion have become the shortcomings of these brands.
On the one hand, low prices are the advantages of these local brands. Classical Chinese skin care products have been attracting consumers with pure texture and low prices. For example, the lanterns and plums that were born in 1962 are only a few dollars for each bottle. . But now, the low price has become the biggest obstacle for them to open up the channels, because the product price is too low, even if the product is converted into cash all sold to the store, it is not enough to pay the entry fee. Such brands as Baique Ling and friendship balms could only play "missing" together if they did not have a large number of local fans in Shanghai, but they still have sales in a small number of stores in Beijing and other cities.
The old skin care product network has been reborn but in recent years, taking advantage of the revival of domestic goods and the rise of online shopping, the domestic skin care products have quietly revived by omitting high admission fees through the Internet. The history of many online shopping generations using domestic skin care products can be traced back to the generation of mothers. The familiar taste and intimate names became collective memories. As they grew up in the 70s and 80s, or became parents, they began to nostalgic, even "collection" in front of those brands in the growth era. Chinese skin care products and villain books, kaleidoscope, back shoes ... have become a hot topic on the Internet.
So I do not know when to start, domestic wind blowing quietly in the network, promote the use of domestic products forums, paste it and the site is also quickly established, some of the faithful consumers of domestic brands are still sharing their own use of online experience. A series of online actions has led more and more people, especially young people, to start using domestic brands. 2 yuan a bottle of almond honey cream, 3 yuan a bag of jaundice cream, 8.5 yuan a cream ... ... once quiet domestic cosmetics, with the advantages of inexpensive and netizens word of mouth, in the network hot up.
According to reports, her monthly sales are about 200,000 yuan, of which the best-selling variety sells around 800 bags a month, and is often sold out of stock.
With online shopping gradually becoming a common means of daily consumption, classic Chinese skin care products have also found new breakthrough channels.
According to the "2010 China Internet Users Online Shopping Behavior and Satisfaction Survey Report," it shows that the concept of "cheap price" is deeply rooted in the hearts of people, and over 70% of consumers choose online shopping because of "low price". In addition, the convenience of online shopping has become the main factor for consumers to choose online shopping, because consumers who choose to purchase online at any time, regardless of time and space constraints, are also occupies a considerable proportion, and become “in addition to†cheaper prices. The second largest factor outside of the ".
In addition to the need for affordable products, consumers are more in need of personalized services to meet the individual needs of consumers and have become an inevitable trend for the future development of the e-commerce industry.
The so-called personalized service refers to each individual's personal characteristics such as age, identity, occupation, and taste, as well as past purchase behaviors and purchase preferences. It provides unique products and targeted services that vary from person to person. Taking cosmetics online shopping as an example, due to the different skin properties of each person, it is necessary to choose according to their skin characteristics when purchasing cosmetics. Nowadays, women generally lack awareness of their own skin and often admire big-name benefits. Such blind choices are not optimal for women's skin. On the contrary, if they are used inappropriately, it will cause many skin problems.
A well-known skin care expert, Bing Han, talks about why many people think that Chinese goods are easy to use and analyze: “On the one hand, some foreign-made skin care products are not as good as those in publicity; on the other hand, the ingredients of skin care products should be followed. The principle may be simple, the skin care products are relatively simple, so easy to use.Classic Chinese skin care products because of its relatively simple composition, pure texture, can give the skin a good chance of resting and living, stimulating the skin's own vitality The final effect is often better than the intensive use of foreign goods with some complex ingredients."
Classic Chinese goods brands are also aware of this encouraging trend and have begun to attach importance to online channels. In a widely-listed list of classic Chinese goods, Shanghai Linlin Daily Chemical Co., Ltd., which has a unique three-seat list, owns three classic brands: Gong Lan, Yong Mei, and Shanghai. The company specializes in setting up a network department and collaborates with beauty skin care websites on the Internet. On the brand promotion, channel establishment and sales operations.
After more than a decade has passed, the old local products that have been gradually forgotten by the younger generation have once again ushered in the opportunity to rejuvenate. In 2006, the release of the new trousers group “Dragon Tiger Man Dan†led to an upsurge of domestic rejuvenation represented by plum sportswear and power sneakers. Once those Japanese brands that were familiar with the childhood of the 1980s and the 70s returned to the people's sights once again, and Shang Chao Li could not buy them. It didn't matter. The Internet became the rebirth of these old skin care products.
The defeat of old skin care products is well-known, the survival environment of national brands in the end market is very poor. In the multinational KA stores, multinational brands will enjoy the best display area, and priority will be given to the promotion period and location of piles, specials, etc. Even if the national brands like Ding Jiayi and Xiao Shi have sufficient reputation, they must not only In accordance with the 25% deduction point approach, all kinds of promotional management fees, store reimbursement, DM advertising fees are charged the most, and the most critical pile promotion is often not arrange a reasonable schedule, even if the schedule is arranged, the location of the pile is also In corners or inconspicuous positions, it is impossible to achieve the purpose of attracting consumers' attention and increasing sales.
The sales of cosmetic counters in middle-to-high end shopping malls accounted for a significant advantage in cosmetics sales. The sales of these counters are small, but they occupy more than half of the sales of cosmetics, and these counters are almost all foreign cosmetics world. Since 2006, the trend of foreign cosmetics brands expelling local brands from high-end department stores has become increasingly evident. In 2010, the news broke that "Carrefour" strangled the local cosmetics brand.
In the various cosmetics costs, marketing costs can not be ignored, according to Ling Yan management consultant Lin Yue introduced, raw materials only accounted for 20% of the cost of cosmetics, little impact, while marketing costs account for 50% to 60%. In addition, according to the reporter, advertising costs often account for 20% of the total cost of cosmetics. As for the ever-best friendship and hundred-que antelopes, these costs were almost zero under the state-owned commercial system that had been used for purchase and marketing, and further contributed to the low prices of these brands of cosmetics. In the case of the city and the DPRK, the cost of marketing and advertising cannot be ignored, which will increase the cost of cosmetics. If these local brands increase their efforts in marketing and advertising, they will certainly lose the advantage of low prices. Moreover, due to the operation of the state-owned commercial system for many years, marketing and promotion have become the shortcomings of these brands.
On the one hand, low prices are the advantages of these local brands. Classical Chinese skin care products have been attracting consumers with pure texture and low prices. For example, the lanterns and plums that were born in 1962 are only a few dollars for each bottle. . But now, the low price has become the biggest obstacle for them to open up the channels, because the product price is too low, even if the product is converted into cash all sold to the store, it is not enough to pay the entry fee. Such brands as Baique Ling and friendship balms could only play "missing" together if they did not have a large number of local fans in Shanghai, but they still have sales in a small number of stores in Beijing and other cities.
The old skin care product network has been reborn but in recent years, taking advantage of the revival of domestic goods and the rise of online shopping, the domestic skin care products have quietly revived by omitting high admission fees through the Internet. The history of many online shopping generations using domestic skin care products can be traced back to the generation of mothers. The familiar taste and intimate names became collective memories. As they grew up in the 70s and 80s, or became parents, they began to nostalgic, even "collection" in front of those brands in the growth era. Chinese skin care products and villain books, kaleidoscope, back shoes ... have become a hot topic on the Internet.
So I do not know when to start, domestic wind blowing quietly in the network, promote the use of domestic products forums, paste it and the site is also quickly established, some of the faithful consumers of domestic brands are still sharing their own use of online experience. A series of online actions has led more and more people, especially young people, to start using domestic brands. 2 yuan a bottle of almond honey cream, 3 yuan a bag of jaundice cream, 8.5 yuan a cream ... ... once quiet domestic cosmetics, with the advantages of inexpensive and netizens word of mouth, in the network hot up.
According to reports, her monthly sales are about 200,000 yuan, of which the best-selling variety sells around 800 bags a month, and is often sold out of stock.
With online shopping gradually becoming a common means of daily consumption, classic Chinese skin care products have also found new breakthrough channels.
According to the "2010 China Internet Users Online Shopping Behavior and Satisfaction Survey Report," it shows that the concept of "cheap price" is deeply rooted in the hearts of people, and over 70% of consumers choose online shopping because of "low price". In addition, the convenience of online shopping has become the main factor for consumers to choose online shopping, because consumers who choose to purchase online at any time, regardless of time and space constraints, are also occupies a considerable proportion, and become “in addition to†cheaper prices. The second largest factor outside of the ".
In addition to the need for affordable products, consumers are more in need of personalized services to meet the individual needs of consumers and have become an inevitable trend for the future development of the e-commerce industry.
The so-called personalized service refers to each individual's personal characteristics such as age, identity, occupation, and taste, as well as past purchase behaviors and purchase preferences. It provides unique products and targeted services that vary from person to person. Taking cosmetics online shopping as an example, due to the different skin properties of each person, it is necessary to choose according to their skin characteristics when purchasing cosmetics. Nowadays, women generally lack awareness of their own skin and often admire big-name benefits. Such blind choices are not optimal for women's skin. On the contrary, if they are used inappropriately, it will cause many skin problems.
A well-known skin care expert, Bing Han, talks about why many people think that Chinese goods are easy to use and analyze: “On the one hand, some foreign-made skin care products are not as good as those in publicity; on the other hand, the ingredients of skin care products should be followed. The principle may be simple, the skin care products are relatively simple, so easy to use.Classic Chinese skin care products because of its relatively simple composition, pure texture, can give the skin a good chance of resting and living, stimulating the skin's own vitality The final effect is often better than the intensive use of foreign goods with some complex ingredients."
Classic Chinese goods brands are also aware of this encouraging trend and have begun to attach importance to online channels. In a widely-listed list of classic Chinese goods, Shanghai Linlin Daily Chemical Co., Ltd., which has a unique three-seat list, owns three classic brands: Gong Lan, Yong Mei, and Shanghai. The company specializes in setting up a network department and collaborates with beauty skin care websites on the Internet. On the brand promotion, channel establishment and sales operations.