The survival and demise of enterprises are often only a matter of moments, and personnel turnover is also endless. It seems that Chinese cosmetics companies are constantly being hit by major brands in Europe, America, Japan and South Korea, but they have never found their own way.
For a long time, due to the low threshold in the cosmetics industry, many laymen have set foot in the phenomenon. It is assumed that the profit is almost the same as that of "drug trafficking", which makes the market full of regional brands and guerrilla brands, and the homogeneity of products is serious. , rough marketing techniques and other issues, forming a situation of mixed eyes and malicious competition.
Despite more than 20 years of development, we still haven't seen any signs of improvement, especially small and medium-sized cosmetic enterprises, squeezed by the growing large enterprises at home and abroad, are already in the cracks to survive, and Some brands that sell well are also facing the risk of being acquired all the time, which has to make the bosses of some cosmetics companies walk on thin ice every day, not knowing what their fate will be tomorrow...
To be honest, many cosmetic companies seem to be lively, but it is difficult to say how much effective demand and wealth they have brought.
The local brands of Chinese cosmetics have always adopted a low-price strategy in the market competition with international brands. There are very few companies that can truly compete with foreign brands. However, many cosmetics companies Latest Mailing Database have fallen into the misunderstanding of focusing on product development and ignoring in-depth distribution. , focusing on product development, but turning a blind eye to market maintenance, the result is often to get sesame seeds, lose watermelon, and some companies seem to have great glory on the surface. It feels like a giant ship in the industry, but in terms of market channels, it is full of crises and difficult to return. For example, the relationship between manufacturers is superficial, and there are advertising dealers to sell, and the market is immediately paralyzed without advertising. The drawbacks of these marketing methods are increasingly exposed.
Through a large number of investigations, Lange Zhiyang International Marketing Consultants found that new products emerged one by one in the boom, and they died quickly in the cold winter like a flash in the pan. During this period, a large number of cosmetic brands appeared like a revolving lantern, and they were fleeting after cutting a large or small cake. Twenty years have gone on and on. After each round of a few brands, the whole market will fall into a cold quagmire again, returning to the original starting point, never leaving any substantial progress and accumulation for the industry.
In fact, some small and medium-sized enterprises are too superstitious about the operation mode of well-known companies, and blindly copying the experience of other companies (especially competing companies) often brings huge intangible losses to themselves. When I saw my competitors cut prices on a large scale, I was not far behind; when I saw that my opponent hired the Airborne Corps, I did not show weakness; even more ridiculous was that my opponent even made a beautiful outdoor advertisement of corporate image in the factory area. , and quickly imitated it, for fear of not keeping up with the fashion.
Once upon a time, the "Seagull Shampoo", "Violet Agarwood Powder", "Friendship Cream", etc. in our memory can occasionally be found in supermarkets, and the price is quite cheap, but after more than ten years of history The changes seem to be still the same, and the customer base is only some elderly people, because the price is cheap and they are used to it, they have been buying, but compared with those brands with a broad young customer base, the sales volume is still not the same.
Mr. Yu Fei, a famous brand marketing expert and founder of Langezhiyang International Marketing Consulting Agency, pointed out that in today's increasingly homogeneous products and fiercer competition, integrated marketing has become a powerful tool to win the market.
There are so many types of cosmetics on the market now, but it is very small to really do well. The worry of fate often makes companies just use the price advantage to stimulate the market under the excessive commercialization goal. In the long run, we need to clarify the value-driven process of strategic positioning and tactical combination and practice it, so that it is an effective and core competitive way.
After serving this industry for many years, we can conclude that the marketing of cosmetics is a scientific process, which includes an all-round evaluation of the resources, marketing, capital operation, and talent accumulation of the entire enterprise. Before each product comes out, it should be For a feasible assessment, an avoidable risk mechanism should be set up. The ex-post control is not as good as the in-process control, and the in-process control is not as good as the ex-ante control. It is a pity that most cosmetics companies fail to do so. They wait until the mistakes have caused major losses before seeking to make up for it, and the result is often to no avail.
Mr. Yu Fei, a famous brand marketing expert, believes that the driving force of marketing lies in continuous innovation. In this era of "marketing is king", innovation has become the basic survival rule of enterprises.
The innovation of marketing methods and the innovation of concepts has become the key point for cosmetic companies to keep moving forward. Innovative marketing includes the interaction of the entire enterprise resources, and this innovation includes the planning of enterprise marketing strategies. For a period of time, everyone was keen on concept hype, gene, volcanic mud, deep sea mud, nanotechnology and other products emerged one after another, and the concept hype in the cosmetics field was flooded for a while, and many companies dreamed of a concept hype. Backfired. In addition, even if many companies formulate a marketing strategy, they often only stay in the stage of shouting slogans, and cannot run it through their own business activities at all. Therefore, the marketing strategy has become a decoration. Because of the loss of strategy, many companies constantly adjust their development direction passively in the process of competition, waste their superior resources, often use their weakest eggs to touch the stones of competitors, and even go to blindly diversified no return.