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recent years, a number of super channels, local enterprises become the hot rod of the end recover sales channels, many local enterprises in order to seize the terminal sales channels and to take market share They must enter the field of super sales channels, the intention is to super-channels in the business, For the fast moving consumer goods industry, super fast moving consumer goods industry channels has long been popular as a terminal channels, they have only been quickly subjugated by the channel field, in order to better occupy the market, the brand can quickly open the market. However, in many local enterprises that want to enter the field of super channels, the same time, they must face a super store slotting allowances and expenses high pressure zone in order to enter this channel, the availability of asset local enterprises must seize.
in 2010, jumped in daily chemical industry, daily chemical industry, a lot of focus on events, good and wrong have come, in the popular daily chemical industry,mac makeup wholesale, when sudden, so numerous events in other industries also Naoqi a In adding, many local brands ambition to detect a access out, wants a location in the terminal market, do no want to do, and foreign brands continue to compete, dawn, but it is no likely, local brands namely have a cost to pay to return.
from the super channel point of view, super terminal as a major market sales channels, is an of many products in the market business sales channels, either foreign brands or local brands, many enterprises super channels to become the most want to grasp the sweet In 2010, the domestic cosmetics industry continues to show rapid surge of development trend, market is distending, increasingly fierce market competition, scale up segmentation of the market channels, market share becomes more and more small, local brands in the terminal market build up sad days, continue to experience the impact of foreign brands and channels of extrusion, the strength of the local brand and foreign brands can continue to compete, not even the strength of local brands out of the market. From the reality of the situation in the market competition, local enterprises should reflect on the answer of why local brands can not do a good job, the local brand market, how to win in the end, how to play in the super channel in the first shot rang local brands, fast occupation of marketing channels The author to illustrate three appearances, super channel is a local brand development path of the road will be, we must seize the lifeline of sales channels in order to have better development.
local cosmetic brands - how super different marketing channels in order to win
for the development of the local Japanese brand wants to be a good channel to build the terminal, as well as is quickly occupying the market channels to obtain the profit vouch to the sales channels as corroboration, can promote the brand sales up, and in the super channel is better and better. Channel as a super competitive market, sales channels, many companies have entered, and transfer, the purpose is to get this channel, because this channel is a traffic and amplify sales of products to ensure only the best sales channels, so many companies want to seize the . Go in the strength of the company, once and for all do anything to amplify sales volume up to show their strength and their amazing performance.
foreign brands in the super channel compelled hegemony, has long been the brand to win influence in the market, occupies most of the market share in the domestic Japanese brand of desperation, to the difference of marketing to win the market. Date of super channels, the industry as a marketing channel Awareness is also growing, optional expansion of merchandise and shopping environment, consumers need a good glory and comfortable place of consumption, so build up consumers to the super channel ran the consumer sites, and seen this phenomenon, the super channel more foreign brands and local brands of
played with fierce competition in the market, local brand encounters at the impact of foreign brands and quell, from real competition in the market, foreign brands into the Chinese market has long been in the market for many years uplink mountebank the market has been greatly visibility and reputation, but also in the terminal market share of 60% market share, which is a local brand can not compare the maximum difference. Local brand development history at night, in the terminal market share of the market is small, and foreign brands to compete in the show with a very weak, with the foreign brands is laborious to do against them, so the brand to the local Japanese market model to tell win, starting with local characteristics, to its own characteristics and national conditions, in order to better stand out from the competition. On how the local brand to tell the marketing channels in the super win it?
First, the picture of a professional's unique ability to shape the brand marketing;
Second, the packaging from the product unique characteristics to fascinate the consideration of consumers do;
< p> The third, from the integrated market consumption capability to develop in line with market prices;Fourth, professional service to navigate the capacity to enlighten consumers to trust and recognition;
Fifth to professional research and development capabilities and product quality to win consumer admission and tracking bar;
Sixth, unique and innovative marketing strategy to shove product sales quickly;
its seven Member registration system to reinstate the nice antique client word of jaws marketing;
the 8, starting cling to its own brand of culture;
, nine, to develop a unique management prototype winning the market.
local cosmetic brands - how to activity the first shot sounded the market
intense tournament in the market beyond intensified, foreign brands and local brands at a current round of , daily chemical manufacture is a phenomenon in the accustomed market competition, local everyday chemical companies should reinforce their brand on the servant Japanese market cultivation, strengthen the terminal building, brand creating, etc. must be solitary based, to the distinction of marketing to obtain market acceptance and believe.
from the local cosmetic mark in the super channel will be subject apt a variety of unequal manipulation, in the Wal-Mart, Carrefour and other diplomatic retail monsters stores, deserving to slotting budget, Duitou fees, bar code fare , Dianqing fees,mac makeup, treatment fees, marketing activities, such as the lofty spend of inputs, local cosmetic brands are a important problem facing such tremendous pressure. The delight of exotic brands remain state of the channels in this super popular, why diplomatic brands so welcomed along the super channel it? Itself is the evolution of foreign brands in the market a long history of lofty mark influence, more recognized by buyers, the cache was skillful to be super hot rods and affirmation.
sales channels for the end of the market, the local daily chemical brands in the market is still active and visible, in the division stores of outlook, Herborist brand in the high-end market in a unique cultural characteristics and market the herbs positioning to gain market recognition, and effected remarkable results, in the super store channel, branded King Chinese home culture and adhere to a clear market positioning to attract consumers, the ranks of the Chinese cosmetics market has a good reputation to wreck through the sales, but also on a renowned local brand, such as special wire skin,vibram 5 fingers, posture and other brands have even backward Dan into the super system, playing sounds of the local brands at the first shot. Franchise stores in Japan of channels, such as Natural Church, Po Laiya, skin and other brands to treasure their unique neatness and characteristics of market competition, market positioning out of the quandary as to the accurate business model breakthrough in the terminal sales, but also fast even backward the super department stores into the system, a local brand community on a landscape, this is a local Japanese community should be very proud of the brand thing.
appears in the people, local cosmetic brands are promising, there is hope, they are quietly supporting local brands in the development of Italian see. As market competition intensifies upgrade, from countryman Japanese brand quicken the development and scatter sales network, in order to quickly open market sales and a market visibility, they have to do so. The only foreign brand that is below the control of occupation of this channel, channels from alter sales channels, foreign brands are quite strong, which many local brands can not match.
line from the high-end department store channel point of view, have been Lancome, Estee Lauder, Clinique, Shiseido, L'Oreal, Oil of Olay and other foreign brands have share, store or business from the KA super-store channel point of view, such as Procter & Gamble, Unilever and other foreign-funded enterprises accounted for by the rampant home, sources from the specialty stores, foreign brands Shiseido, parked the United States and other powerful occupation, from the drugstore channel point of view, Vichy, La Roche-Posay, Avene share with other narcotic store brands, which are foreign brands in Chinese market share of channel sales channels, foreign brands in the Chinese market occupies 60% market share, while domestic brands only occupy less than 30% market share, which is channels in a variety of channels, local brand and foreign brands is difficult to Local brands need to
Philosophy Words: Brand is the proud of local people, is that people take a deep breath of the pipeline. To achieve co-existence and life, and the market co-exist, co-exist with the brand strength essential to achieve the
adhere to the cultural characteristics of marketing to all over
When the Chinese culture is increasingly popular and are concerned almost the many local brands have a lot more hope, Westerners cared about the Chinese orthodox culture characteristics and the study of Chinese philosophy, ideology, and the Chinese people hope to the wisdom of Western culture as a mainstream enhancement and dispute, for the people, they hope that the Chinese culture combined with international communication and exchange.
of Chinese companies, they favor the Chinese culture as a core competitiveness of the market, Chinese enterprises to go out or become bigger and stronger, they can not ignore the important character of Chinese culture, for This is the people of a relative study of adore and Enterprises in China or the local brands Ye Hao, popular people's respect and advocate, as the people what they like their country is the best, do not want outsiders intrude, for them, this was a country varieties of scandal, so many local brands, or people do not want to be comprised in foreign brands.
from the Japanese market to observe the chemical industry, local cosmetic brands likely development in the next fifteen years, the local Japanese brand is more to a high degree of development of the market to work, but the strength of the local brand will slowly go international. Details tin be cooked from the ear at enterprise Jahwa to adhere to the cultural characteristics and accurate market positioning is out of the country, Jahwa has looked the Chinese enterprises and citizen brands (ie, local brands) and the dawn of hope, in the path of development in the hereafter will be bigger and stronger. Look at Shanghai Garan team is the converge of the ranks, as a self-confident national enterprises, their greater goal is to go overseas to let the globe understand and be recognized, while the Buddhist Temple Group has hinted to do an international business, Garan's intent, this is maximum elated of as a national enterprise, but likewise the biggest folk elated.
adhere to the cultural characteristics of Chinese enterprises or national brands (ie, local brand), the core advantages of the level of competition in the Chinese market point of view, then, people rather the local cultural characteristics of the product, because only a sense of belonging. Level, while foreign brands, fashion and the trend is the biggest wish of Chinese consumers and satisfaction, but this background will slowly discolor and become obsolete, but from the viewpoint of the Chinese market, from its national conditions and market to do the tangible consumer demand of the on, we can better satisfy consumers. Culture is portrayed by local brand marketing is the biggest advantage, so that others do not like something, do something different you are popular.
a product, a brand, a business, if there is no unique thing to be recognized by the market, it is not to mention that the bigger and stronger. In the morale of the world, a company's most major cultural characteristics is to be unique, let the things you recognized the first period in the market and be sure that you can continue to go on, you can hope as bigger and stronger. The essence of a thing lies in its innovation and pursuance of development in order to scatter a strong vitality.
civilization, if in worldwide or citizen community, if in affair or the laws of the market in the brand development, it is a continuation of life and competitive convenience. It is the nature of entities in there with the mutual decree of development have to start with the law of the environment in order to escape to the cultural characteristics of the height of the nature of entities in order to reflect its value, this is the cultural characteristics of marketing, the statute of value, such a rule everywhere, the brand to amplify, follow the law is the development of the
Conclusion: running from the law of development of things, we must seek truth from truths, proceed from reality in everything, follow the rule of the market. As local brands in the market as quickly to seize market share, occupying the terminal channel, you must quest truth from facts, to a very good channels in the market,
Zhang Honghui: senior business and marketing arranging merchants, the Chinese cosmetics market researchers, the All-China Federation of Industry and Chamber of Commerce China cosmetics Beauty Expert Committee, the Chinese cosmetics network of specialists panel members,mac brushes, the altitude ten Chinese cosmetics industry vocational managers , over the years to marketing management and daily chemical industry market research and brand research, with many years of daily chemical industry sales management and marketing blueprinting battle experience, the Japanese chemical industry has a unique market insights and remove calculating, is President of Austria Ma, mentor of corporate marketing group snow image, please explore the trade and commute with the lyricist, e-mail: gzzhh168@163.com, mobile phone:
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