With the improvement of the living standard of the whole society year by year, the degree of civilization has been greatly improved, and the people's pursuit of quality of life has begun to rise to a new height, and gradually formed a new wave. Then the popularity of personal care products (such as razors and men's facial cleanser) wrote the best footnote for this craze. As a result, some electric razors that used to be "high and widowed" began to openly "fly into the homes of ordinary people." Obviously, the whole society's attention to electric shaver products is on the rise, which is manifested in the rising media exposure rate, the rising public mention rate, the increasing number of sales stores and the soaring number of consumers.
In fact, from the obvious improvement of the status of electric shaver products in the terminal, we can also find that electric shavers are no longer a dispensable "marginal role" in the sales of goods in terminals, especially those in mainstream terminals. On the contrary, today's electric shavers are increasingly playing a key role, such as an important contributor to sales profits, an indispensable part of product mix and an important driving factor leading consumption. This, in turn, stimulated the top-ranked first-line electric shaver brands, and brought about a qualitative change in the image of electric shaver terminals through the ultra-high investment in mainstream terminals.
Second, foreign brands still have certain advantages in PK with domestic brands, but in some places that were far ahead, their inherent advantages have begun to show signs of loosening. Specific performance in:
1, the brand premium ability of foreign brands is still obviously higher than that of domestic brands, which makes it only the most common product in appearance and function, and the terminal retail price still has a certain gap compared with the same type of products of domestic brands;
2. Although some foreign brands have poor overall performance in the market, and some foreign brands are facing substantial troubles such as major personnel adjustment or institutional restructuring, on the whole, with years of efforts and solid foundation, the market share of foreign brands in most regional markets in China is still far ahead of domestic brands;
3. In the establishment of brand reputation, foreign brands still show their strategic long-term planning and skillful skills in various forms. As far as communication is concerned, foreign brands have ruthlessly "washed" domestic brands that are not familiar with this method by selectively carrying out targeted communication and attaching importance to the effective high-altitude pulling strategy far more than blindly pursuing "big hand";
4. By giving full play to their unique advantages, such as efforts in establishing strategic partnership (that is, attaching importance to channel interests and creating a "win-win" situation) and speeding up market response (that is, speeding up information feedback processing and new product development and listing), domestic first-line brands represented by Superman and Coffey have begun to launch strong challenges to foreign brands and achieved fruitful results.
3. There are many indications that the current domestic electric shaver market in China is showing more and more remarkable characteristics, such as diversified flashlight collocation, diversified age structure of consumers, diversified retail price distribution and diversified purchase scope of consumers.
With the efficacy of electric shavers being more and more recognized by the public and the price becoming more and more "friendly", some consumers of traditional manual shaver products began to get used to "free" between manual products and electric products, often manually at home and charged when going out. A small number of "people who like the new and hate the old" simply "defected" to the electric razor product camp, and a new day has come to bid farewell to manual razors completely.
Due to the precocity of men caused by the great improvement of the quality of life, the users of electric shavers are directly extending to younger age, forming a new consumer group represented by teenagers, changing the traditional pattern that only young people and middle-aged and elderly people bought and used in the past.
Don't look at the electric shaver, but the retail price of a single product is 9999 yuan, which is enough to make it laugh at the forest of large and small household appliances! It is this kind of original imported product that is actually the "darling" of many top stores famous for selling luxury goods in China. In fact, it is no wonder that these electric razors, which cost thousands of dollars at a time, can not only help the store "hold up the facade", but also bring a lot of sales profits to the store, which is naturally popular. Of course, after all, it is the popular (or "popular") products whose retail price is below 100 yuan that can really occupy the top spot in sales of various terminals.
Nowadays, if consumers want to buy electric razors, they will have more places to go: supermarkets a few stops away, department stores in the city center, home appliance chain stores nearby, and even grocery stores at the door. Although there will be some differences in retail prices, consumers find that they can have more choices. Not long ago, when we were investigating the Hubei market, we heard a dealer say that even in the remote Enshi area (where ethnic minorities live together and the population is relatively sparse), you can buy all the products of first-and second-tier brands at home and abroad if you need them.
With the rapid and extensive application of a large number of new technologies, the speed of launching new products by manufacturers has obviously accelerated. Domestic first-line strong brands (such as Superman and Coffey) lead in this respect, followed by foreign brands, many unknown second-and third-line brands and some so-called miscellaneous brands with certain R&D strength.
As the only Superman company with top research institutes and excellent R&D capabilities in the industry, it has been attaching great importance to the research and development of new products and the reserve of various technologies for more than 20 years. This year, the company launched washing products and advanced lazy products with enough functions to compete with foreign brands, but at much more affordable prices (just charge once a month and enjoy as you please every day), which received rave reviews in the market. Coffey, another well-known domestic electric shaver company that has been taking Philips as the benchmark for many years, has not shown weakness in the competition with foreign brands, and has also launched a number of products in one breath this year. Other products, such as "Jifeng" double-speed cutterhead series products launched by Huake Company, omni-directional floating cutterhead products featured by the company, 24K gold-plated switch contact products recommended by Dragon Company, innovative four-cutterhead rotating products created by Guangke Company, etc., have all rushed to the beach terminal, earning enough consumers' attention and earning a lot of money.
The continuous development of domestic brands forces foreign brands to "speed up" in the China market. Foreign brands, represented by Philips, an international industry giant, have applied their latest technologies to the China market, thus greatly shortening the time to market of new products and speeding up the time to market. In 2007, Panasonic, a world-famous small household appliance manufacturer, launched a series of products specially for China market. Among them, it is highly praised for its innovative arched veneer, multi-faceted arched cutter head, 30-degree acute angle inner cutter head and high-quality ultra-thin cutter net forged by Lai 'an Steel (exquisite stainless steel). This year's highlight was sung by Philips, the global electric shaver overlord: domestic consumers are waiting for it, and once its "57" series of new products was launched, it impressed many fans. Therefore, although it didn't make its debut until September this year, with its extraordinary design, challenging the price of the terminal and outstanding functions as always, it has become the "Emperor superstar" in the market!
5. Compared with previous years, the gap between the sales volume of rotating (floating) products and the sales volume of reciprocating products in the center is further widening this year.
In fact, there is no difference between rotating (floating) products and reciprocating products: the former has better shaving comfort than the latter; But the latter is slightly ahead of the former in shaving effect. Therefore, what kind of products consumers choose depends not only on their actual situation (facial features, beard types, etc.). ), but also depends on their consumption habits.
Looking back at the domestic electric shaver market this year, we can know from the sales performance of various products in the terminal and the sales data released by some authoritative professional investigation institutions that the sales volume of rotating (floating) products is much higher than that of reciprocating products this year. Especially after the application of the brand-new "double-circle" technology, this trend has intensified. Based on the local conditions, the sales ratio of the two has exceeded 3: 1. Of course, some traditional reciprocating products manufacturers, including Braun, have launched a large number of new products that are "applauded and sold" this year, and their highly competitive terminal prices have driven the sales of reciprocating products in many places. But generally speaking, the current sales situation of reciprocating products is indeed far less than that of rotating (floating) products.
6. Although it is still struggling to support, electric shaver products still can't get rid of the same "fate" as most small household appliances: with the intensification of competition, the retail price of electric shaver products positioned at the middle and low end (referring to the terminal price below 150 yuan) has a further downward trend on the existing basis.
As we all know, like other industries, the raw materials and labor costs of electric shaver manufacturers have actually been rising. However, as long as the relevant product sales data of any mainstream terminal are transferred out this year, it is not difficult to find that the retail price of electric shaver products at the terminal is declining step by step, regardless of reciprocating or rotary (floating), and there is an accelerated downward trend, especially for low-end products (referring to reciprocating products with terminal prices below 50 yuan and double-headed rotary products with terminal prices below 100 yuan). For example, if the price of the same product is around 150 yuan at the beginning of the year, its price will shrink to around 120 yuan by the end of the year. Domestic brands, which are always a little helpless in the face of cruel competition, also play the role of "initiator" in this respect.
Seven, as far as the whole industry of electric shaver products is concerned, the intensive cultivation of channels is still relatively low, far from being compared with other household appliances, let alone fast-moving consumer goods.
Faced with several China markets as big as Europe, not to mention those foreign-funded enterprises, even many local enterprises often feel at a loss. No wonder China's huge market capacity, rich formats, complex environment and clear hierarchy make it difficult to find the second one in the world. Taking action in a daze is inevitable. So is the electric shaver market. But what is certain is that for many brands at home and abroad, tomorrow, the competition for the market by enterprises-that is, "commercial war"-will certainly spread to the second, third, fourth and even fifth and sixth grade markets, especially in Guangdong, Fujian, Jiangsu and Zhejiang, which are "labor unrest" areas with large population, dense distribution, developed economy, convenient transportation, stable income and unrest.
Most foreign brands are good at brand operation and ignore the deep expansion of channels. Although domestic brands are proficient in crowd tactics, they have no gains through in-depth distribution because of the scattered power points-insufficient concentration. In other words, as far as the intensive cultivation of channels is concerned, the manufacturers of electric razors still have a lot to improve. Not to mention, compared with fast-moving consumer goods such as drinks, food and beer, TV, air conditioner, microwave oven or electric fan, home theater and walkman in small household appliances are far behind.
8. Matching and corresponding to the low development level of the industry, the manufacturers of electric shavers are still insufficient in the refinement of terminal management. How to improve the single-store business power of the terminal has increasingly become a difficult point that puzzles many enterprises to increase the output of the terminal. What's more, the operation ability of a large number of dealer terminals is not satisfactory.
The "decisive battle terminal" is no longer an empty slogan, but a clear strategic goal and a practical action plan. Indeed, how to do a good job in this area is far from simple! Judging from many terminal situations we have investigated in various markets, although foreign brands are far better than domestic brands in this respect, they are not impeccable and perfect. As a latecomer, domestic brands can only be described as "primitive" and "primary" in the selection of display location, the setting of display products, the "vivid construction" of terminals, the selection, training, control and success of shopping guides. Specific performance in:
1. The purpose and initiative of terminal refined management are not strong enough, and they often simply hope to "take one step at a time", and it is easy to ignore the trivial work around how to realize "one step at a time";
2. The terminal refined management measures are not strong, the routines are not rich, and the means are not perfect. The idea of terminal fine management has not penetrated into daily work well, and there is still a lack of correct understanding of "terminal management is no small matter";
3. There is no strong policy support and organizational guarantee system, no corresponding management tools and action decomposition essentials, and no special person for guidance and training, which makes refinement an empty talk;
4. Lack of targeted assessment system and incentive mechanism. Most of them simply take sales volume and sales volume as the important or even the only indicators of assessment, and have not formed corresponding reward and punishment schemes, so as to get rid of the single situation of pure performance assessment.
9. In this seemingly calm and uneventful electric shaver market, a strange phenomenon has occurred that people inside and outside the circle have never expected, that is, new entrants in many industries have invariably appeared the phenomenon of "acclimatization", even those who are about to enter in the future will certainly encounter a lot of troubles without exception.
At the beginning of the year, a well-known brand in Guangdong made a high-profile intervention in the electric shaver market that it thought it could be "easily done". The original intention was to make a profit. I didn't expect that after spending a lot of entry prices, the sales of products at the terminal were very unsatisfactory. Moreover, when enterprises want to "get away with it" because of their unsatisfactory performance in the past six months, they find that they can't stop. In hindsight, it was no accident that such a result was caused. Extremely ignoring the investigation of target consumers and the analysis of market sales, being hasty and eager for quick success in the selection of OEM partners, vague and unrealistic target market setting and erratic positioning are all key factors that restrict the realization of its strategic objectives.
It is also worth noting that, in the face of the deteriorating competitive environment in 2007, those latecomers who are about to enter the market but are determined to win market share will have a "draw water with a sieve" if they can't learn the key points that affect their performance from those "losers" and take them as a warning, and can't decipher the passwords of those "winners" the legendary swordsman and learn from them.
X. At present, the overall marketing level of the whole electric shaver industry is still at a low level, and a marketing professional manager class with both professional skills and practical ability has not yet been created.
Judging from the current situation, one of the primary marketing problems that plague many domestic electric shaver enterprises is that the self-organized marketing team of enterprises cannot complete the transformation from the traditional "previous generation business personnel" to "comprehensive solution provider for market problems"! Tracing back to the source, it is because the long-term "low level" of the overall competition level in the market has contributed to the breeding of the backward concept of "small wealth means security and contentment" and the spread of the conservative idea of "seeking stability and being afraid of change and standing still" in many enterprises. Facing the market in 2007, which is characterized by a strong reshuffle, these enterprises need to vigorously publicize and use the system to ensure the smooth transformation of the roles of marketing team members, as mentioned above, especially for domestic brands whose brand power is far weaker than that of foreign brands!
In view of this, for the vast number of domestic electric shaver enterprises who are interested in winning a place in the market, they should build a mobile and efficient marketing team with both professional skills and practical ability as soon as possible.
The unqualified rate of razor sampling inspection is 60%
Guangzhou Administration for Industry and Commerce disclosed the monitoring report of electric shaver products in the circulation field for 20 13 years, in which * * * randomly selected 20 products produced by 14 manufacturers, and found that 12 products had quality problems, and the unqualified rate was as high as 60%. Unqualified products include Superman, Pentium, Optics, Shengfa and Aocheng.