Model Paper on Cosmetic Marketing: Research on Marketing Strategy of Domestic Cosmetics [Abstract] Based on the investigation and analysis of the marketing status of Baiqueling, a domestic cosmetic company, combined with the products and marketing characteristics of cosmetics, this paper puts forward some suggestions for improving the marketing strategy of Baiqueling.
[Keywords:] domestic cosmetics Baique Ling marketing strategies and countermeasures
First, the current situation of domestic cosmetics market
1. Overview of cosmetics
According to the Regulations on the Management of Cosmetic Labeling promulgated by the General Administration of Quality Supervision, Inspection and Quarantine on August 27th, 2007, cosmetics refer to chemical products or fine chemical products that are spread on any part of human body surface by smearing, spraying or other similar means, such as skin, hair, toenails, lips and teeth. , in order to clean, maintain, beautify, modify, change appearance, or correct human body odor and keep in good condition.
Cosmetics in the domestic market can be basically divided into the following three forms: first, basic skin care products, such as skin cream and facial cleanser; Second, washing products, such as laundry detergent, shower gel, etc. Third, make-up products, such as liquid foundation, blush, BB cream, mascara, perfume and so on.
2. Domestic cosmetic consumption and market status
In recent years, with the rapid economic development in China, the cosmetics industry has maintained a rapid growth. In 200 1-20 1 1 year, the retail scale of cosmetics in China increased by five times, making it one of the largest cosmetic consumption markets in the world, in which the market share of foreign-funded enterprises increased significantly. In China cosmetics market in 2009, P&G ranked first with sales of132.32 million and a share of 19%, while L 'Oré al ranked second with sales of 865,438+78 million and a share of1.7%. Estee Lauder Group, in 2009, its market in China increased by nearly 30 times, and China has become one of the fastest growing markets in the world. In 20 10, the top ten cosmetic brands accounted for 38% of the whole cosmetic market, of which 80% were foreign brands, and the only local brands in China were Nature Hall and herborist.
The data shows that the search index of 20 1 1 cosmetics industry is 2.72 million, and the search index of 201/kloc-0 in the second half of the year increased by nearly 30% compared with the first half. Among the search contents related to beauty and skin care in 20 1 1 year, product-related content accounts for the highest proportion, with the attention reaching 2 1.67%. It can be seen that the market prospect of cosmetics industry is very optimistic.
3. Consumption trend of domestic cosmetics market
(1) Consumption is becoming more and more rational.
When consumers buy cosmetics, they will give priority to the quality of the products, and then comprehensively weigh the cost performance. This shows that people will make more rational choices about the consumption of cosmetics, and the efficacy of products will become the new engine for customers to buy. Consumers tend to choose cosmetics suitable for their skin, and tend to buy products with high cost performance. People no longer blindly worship all kinds of advertisements, but pay more attention to the quality, efficacy and performance of products, and the consumption of cosmetics is also moving towards a higher level. If local cosmetics enterprises can develop high-grade cosmetics with better quality, they will undoubtedly have more advantages in cost performance.
(2) product demand segmentation
Product demand segmentation is an obvious feature of China cosmetics consumption market in recent years. Segmentation not only refers to brands, categories, varieties, functions and effects, but also includes consumers' group consumption habits and consumers' individual consumption trends. Because consumers are always looking for cosmetics that are more suitable for them, in-depth product segmentation is the most direct means to obtain target customers.
Second, the marketing characteristics of cosmetics
In the cosmetics industry, product quality, function, style, brand and packaging; Appropriate pricing of Price; Promotion, especially good advertisements; It is a very important marketing method for distribution (place) to establish appropriate sales channels.
1. product strategy: cosmetics are different from other consumer goods, so we can't just look at the functions of cosmetics from the appearance and packaging. When people choose cosmetics, they are more based on the attractiveness of product packaging or their brand image. Therefore, the packaging and brand image of cosmetics are particularly important when the quality of products can't be clear at a glance. It directly affects people's understanding and feelings about the brand, thus affecting people's attitude and buying behavior.
2. Promotion strategy: the use effect of cosmetic products is lagging behind, because it is not instant consumer goods, so the process of product showing effect is relatively slow. With the growth of people's skin care knowledge, people also realize that they are not interested in so-called publicity. "Or white wash? White sticker? Products with obvious whitening effect are usually due to excessive mercury and lead content in their products. Therefore, exaggerating the efficacy of cosmetics will arouse people's doubts. Therefore, an advertisement that can directly hit people's hearts and convince consumers of its efficacy and willingness to buy goods is an important means in cosmetics marketing.
3. Distribution strategy: At present, the main distribution strategy of cosmetics is counter marketing. Open your own brand counter in a big shopping mall, or directly open a specialty store for sale. Counterfeit cosmetics are everywhere, and it is difficult for most consumers to distinguish between true and false. From this perspective, the goods in counters and specialty stores are the most reassuring to consumers.
Third, Shanghai Baiqueling Company and its existing marketing strategy analysis
1. Company Profile
Shanghai Baiqueling Daily Chemical Co., Ltd. (SPDC) is a professional cosmetics manufacturer with a history of more than 70 years, integrating research and development, production and sales services. The company has well-known brands such as Baique Ling, Fenghuang Ling and Xiaobai Ling, and mainly produces high-quality products such as skin care products, hair care products, personal cleaning products, toilet water and beauty cosmetics.
At present, foreign brands dominate the cosmetics market in China. The high-end market is basically occupied by foreign joint ventures, and the market share of foreign companies or joint ventures is close to 80%. L 'Oreal, Procter & Gamble, Shiseido, Estee Lauder and other international giants have formed oligopoly competition. The high-end cosmetics market is almost completely occupied by foreign brands, and 40% of the market of state-owned brands is almost limited to some low-end daily necessities. As far as Baiqueling cosmetics are concerned, consumers have a low understanding of it, or even just heard of it. Although this brand has been brilliant and consumers have a certain proportion, its share in the market is very small.
At present, Baiqueling Group's main competitors in China are also international famous brand cosmetics, mainly Estee Lauder (Estee? Elantra), P&G; G company's Olay (oil&; Ulan), Nivea, Shiseido, etc. Besides the scuffle between world brands in China, Baiqueling Group is also facing the attacks and blows from other domestic brands.
2. The marketing situation of the company and its effect
(1) is in the initial stage of market segmentation, and it has expanded both horizontally and vertically. However, for the special industry of cosmetics, the current market segmentation and positioning of Baiqueling enterprise are still inaccurate.
(2) The advertising spokesperson is Karen Mok, which adds a sense of fashion to the brand. However, its advertising efforts are obviously insufficient, which does not leave a deep impression on consumers, and it is also slightly insufficient in promoting product functions.
(3) With the improvement of product variety and packaging, the price has been significantly improved, and it is in the upper-middle level among domestic brands. However, its occupancy rate in major shopping malls is still low. (4) The brand of the product is Baique Ling, and the enterprise has intensified the research and development of the product, and the product quality has been improved. According to the survey, there are two attitudes of consumers towards Baique Ling at present: First, influenced by early brands and prices, they are suspicious of the quality and effect of products with higher prices and novel packaging; Second, customers who have used the product said that the product will not cause adverse reactions, but they have no obvious perception of the specific effect.
Fourthly, the countermeasures and suggestions to improve the marketing strategy of Baiqueling Company.
1. product strategy
(1) Product differentiation should be reflected in product quality, product design and product function. It is necessary to strengthen research and development and improve core competitiveness. In the case that many international brands frequently have quality crises and the public advocates nature, it is an opportunity for Shanghai Baiqueling to create natural, gentle and high-quality skin care products for consumers with the oriental skin care concept of safe skin care.
(2) Brand promotion strategy: characteristic brands seize the market. It is necessary to improve and improve the factors that affect the brand, and enhance the brand's popularity and reputation through various forms of publicity. Consumers have a low understanding of Baique Ling products, and even just heard that although this brand has been brilliant, it gives people the impression that it is a cheap old product. So we must first eliminate this concept.
(3) Multi-brand strategy: Multi-brand strategy was initiated by Procter & Gamble, and Procter & Gamble is also a successful example of using multi-brand strategy. Different brands can attract more consumers and increase market share. Baiqueling can adopt multi-brand strategy for different target markets according to market segmentation.
2. Price strategy
Judging from Baique Ling's past consumption patterns, consumer prices need to be reformed again to break through the style of low-end brands. Baiqueling brand can start in China first, break through the low-end price of old brands, open up the domestic market, set up counters in China, upgrade the grade and price, and innovate the comprehensive packaging of brands.
3. Promotion strategy
Advertising is the most important thing in cosmetics promotion. Advertisements of L 'Oré al Paris, Olay, Maybelline and other brands can be seen everywhere, and their product concepts have been deeply rooted in people's hearts. In the choice of product spokesperson, it is also a star with fashion appeal. Shanghai yiyi herbal medicine, which is also a domestic brand, is worth learning whether it adopts different styles of celebrity endorsements in different product series or advertising in major media. Therefore, Baique Ling can work hard on advertising design and delivery.
4. Use STP to market segments and achieve accurate positioning.
First, subdivide the whole market, then select the target market, and finally determine the market positioning. Know who your customers are. Want to classify customers? I want to sell the product to everyone? This is a wrong marketing idea, so we must locate our own customer base. Find the customer's demand point and locate the selling point of the product. The selling point of a product must be unique. If someone sells you a cosmetic, what do you say? Cure all diseases? Nobody dares to buy it. Therefore, strategic marketing should also consider the considerations when customers buy: (1) can solve my problem; (2) whether it can bring benefits; (3) Whether it can create value.
References:
Wang Guoqing. Brand Concept War: China Marketing [M]. Nanjing University Press, June 2007.
[2] (America) philip kotler, Kevin Ryan Keller. Marketing management (version 12) [M]. Shanghai People's Publishing House, June 2007.
[3] Yan Bihua. Domestic beauty and skin care products urgently need to restore consumer confidence. China United Business Daily [J] .2008+06
[4] Qin Li. On the Globalization of Cosmetic Packaging and the Productivity of Brand Marketing Strategy [J].2009.5
[5] Zhang Jianmin and Zhang Xiaodong. Research on the promotion strategy of local cosmetics brands, Daily Chemical Science [J].2008.9
[6] Zhou Jun. Women's cosmetics consumption psychology and marketing strategy research, China collective economy [J] .2009.438+0
[7] Mark Godfrey. China Market Report [J]. SPCChina，20 10 (3): 8-9。
[8] Jun Guo. Recovery, innovation and transcendence [J]. China Cosmetics, 20 10 (2): 36-47.
[9] Wang. China cosmetics market inventory [J] ... China cosmetics, 20 10 (2): 60-65.
Model essay 2: On the marketing strategy of cosmetics in China Abstract: Since China's reform and opening up, the cosmetics industry has developed rapidly. At the same time, it is an industry with less state investment and lighter burden, and it is also an industry that creates high tax profits and a large number of employment opportunities for the country. After several years' cultivation and development, China has become the second largest cosmetics market in Asia and the eighth largest cosmetics market in the world, and the competition pattern of industry brands has been formed. Firstly, this paper analyzes the present situation of cosmetics market in China and the marketing strategies that domestic cosmetics enterprises should adopt in marketing.
Abstract: After the reform and opening up, the cosmetics industry in China has developed rapidly. At the same time, with relatively little investment and high profits, it is the source of national fiscal revenue and has created a large number of employment opportunities. After several years of cultivation and development, China has become the second largest industry in Asia and the eighth largest cosmetics market in the world. The industry competition pattern has been formed. Firstly, the present situation of China cosmetics market is analyzed. Secondly, it analyzes the marketing strategies that domestic cosmetics enterprises should adopt.
Keywords: current market situation; There is a problem; tactics
Keywords: current market situation; Problems; strategic vision
Classification number of China Library: F7 13.3 Document ID: A document number:1006-4311(2013)12-0/kloc-0.
1 China cosmetics market status
Avon is one of the better representatives of domestic cosmetics brands. In the process of development, China restricted the development of direct selling, and Avon decided to transform into channel marketing. After several years of development, Avon has established a large number of brand counters and specialty stores all over the country. The construction of these counters and specialty stores has enabled Avon to quickly form a huge sales network and enhance its brand influence, which is one of the main reasons why Avon has maintained an important market position for many years.
L 'Oré al successively acquired Little Nurse and Yuxi, occupying the top spot in the cosmetics market, making the cosmetics market in China form a pyramid pattern. In fact, L 'Oré al has been studying and testing the future prospects of the China market since it entered China, and began to exert its strength in 2003. By 2005, L 'Oré al will fully enter the China market. As a leading cosmetics brand in the world, L 'Oré al's goal in China is to compete for the first place in the cosmetics market in China with the full coverage of its own products.
The advantages of cleaning company lie in advertising advantages and brand advantages, as well as terminal construction scheme and sales volume. Procter & gamble has done a good job in seizing superior resources, making competitors decline and making great efforts on other domestic brands. But at the same time, we should also see that P&G is still cautious about the stability of the market.
Cosmetics is one of the most active consumer goods in China. In recent years, the output value of cosmetics industry in China has increased by about 18% every year. With more and more well-known foreign cosmetics brands entering the China market, the competition in China cosmetics market is more intense. Major cosmetic companies need to pay attention to their market share in time while enhancing their competitive strength. Once the market changes are discovered, they will quickly adjust their development strategies. According to the latest market survey data, Avon is the most used brand in China cosmetics market, followed by global brands such as L 'Oreal, Procter & Gamble, Unilever and Shiseido. And other brands still have a big gap with these brands.
2 China cosmetics marketing problems
At present, one of the main activities of beauty-loving women in China is shopping for cosmetics. However, with the rapid expansion of international brands in recent years, it is difficult to see domestic brands in big shopping malls. Under the exclusion of these foreign brands, the development prospect of domestic cosmetics is worrying. Minister Li, Minister of External Publicity of Yumeijing Group Co., Ltd., has the feeling that although our products have certain price advantages in rural areas, foreign brands are now targeting this last market. ? After that, it is conceivable that fierce competition will continue.
2. 1 foreign brands monopolize high-end. According to the survey of authoritative organizations, in the national ranking of world cosmetics sales in 2007, China surpassed French and German to become the third largest cosmetics market in the world, and China also has huge market potential. At the same time, in the data of cosmetics sales, the cosmetics counters in high-end shopping malls are the most dominant. The sales of counters in these shopping malls are not large, but they account for a large part of the total cosmetics sales. At present, foreign-funded enterprises and joint ventures account for about 30% of the total number of domestic cosmetics enterprises, accounting for about 60% and 40% of domestic cosmetics sales respectively.
2.2 The low-end market will not be guaranteed. As foreign brands enter the China market, the competition in the domestic cosmetics market is becoming more and more fierce, and the market space of domestic cosmetics enterprises is getting smaller and smaller, so they can only compete in the low-end market.
3 China cosmetics marketing strategy
According to the present situation of cosmetics industry in China, the following strategies are put forward:
3. 1 target marketing strategy target marketing is mainly aimed at specific consumer groups. Through the psychological research of these consumers, formulate special marketing strategies. Therefore, it is very important to study women's consumption psychology in the target marketing strategy.