Operation to break the bottleneck brand cosmetics - cosmetics, cosmetics marketing - hairdressing industry

Only when Cosmetic Sales out of the current state of quick success, the soft spot may no longer exist only among the cosmetics market.

China's cosmetics industry is at a juncture in the development of the cross, outside the temporary suppression of international brands, there are various laws and regulations, state continuously updated, there are numerous brands over the bloodshed Competing size, coupled with raw material costs, labor increased costs, more and more cosmetics factory eyes are on the high-end cosmetics, around the high-end cosmetics market more competitive. Can imagine, after some grappling, must be "littered with corpses."

Eager to break out from the shopping in the many cosmetics factory, coincidentally will be bet on the upscale cosmetics, a variety of planning, creativity everywhere, "Master," "master," You come to me to, it is truly exciting. But in addition to old-HERBORIST, DING Jia-yi and so few brands, most of the excitement in a while soon after tranquility. From a marketing consultant in the eyes of view, such an outcome it is necessary, because the competition in today's cosmetics industry has long passed the era of single-point breakthrough, an idea, a myth of a brand planning achievements, has gradually moved away .

A product's children and grandchildren, whack Cosmetics industry in recent years, the second name and the son (Sun) name indeed dazzling, a cosmetics factory (or anchored under cosmetics factory) have dozens of varieties of casual, country tens of thousands of cosmetics factory, in almost all have little-known companies, there are many sub-brands its many sub-brand, only that from a "good name" of creativity, a Glass bottle Design style inspiration, or seeing someone else started a brand, and immediately followed by an imitation.

Many sub-brands have the results came out, price is not the enterprise segment, access is not separated, there is no personality there is no consumer products segment, brand and products to bring the market more than larger, regional markets inside their own side whack, boss fight of the old 18, 13 dug the old nine-foot of a wall, distributors and consumer confusion, the market becomes smaller and smaller. Wuliangye brand started shrinking to the policy of this phenomenon provides a good note.

Emphasis on high-altitude enthusiastically participated in the "brand" top-heavy The past two years the cosmetics industry a big news is that most "capital predators," relying heavily influx. Capitalized in other industries with the "packaging", "hype" experience is, indeed, for all excited one. But too much instant success, and over-confidence, predators are mostly the market well, "humor," the one. Prominent example is the cosmetics industry, lifted by speculative wealth myth "Chishui River", even the most adept master of hype, but also unable to do sit "Chinese cosmetics magnate" and "throne" above; known to XXX Cosmetics made the first modern cosmetics brand "health concept" of "natural formula," only to hear the discussion of thunder sound, not seen the market move down off the rain. Not encouraged to go the path construction, not the real thing in the consumer communication channel is not clear, the terminal can not see, consumers can not "impulse spending" to the temptation to buy, and no promotions to gradually cultivate loyalty, most of the speculation of the results After a while are busy, after all, was come to an end!

Stop-gap measures, short-lived Some manufacturers indulged in "a trick of fresh, eat day", rather than a comprehensive system of strong support, with the result, or a little fall, all bets, or abnormal development of crises, a body thin thick legs dragging , How Long?

Development of the Chinese market, already beyond the age of single-point breakthrough, with the cosmetics industry, the increased concentration has entered the stage of the competition between the strong-strong, comprehensive competitiveness of enterprises depends on the strength of competition results. But the comprehensive competitive ability, not an idea or ideas can accomplish, and many marketers are used to "short cuts" are not willing to honestly make the market do not have the comprehensive consideration of the markets, can only be piecemeal . Look at other successful business sectors, from the market distribution, channel development, advertising performance, market rhythms, marketing arrangements and so on, unified planning before action, but once started, 1000 are no tendency to shake, like the U.S. attack Iraq, not too many tricks, to mobilize all the forces are overtly, as long as no one can as soon as launched.

I am an expert from Frbiz Site, usually analyzes all kind of industries situation, such as silver military dog tags , flea control cats.