Entering the brand era, future cosmetic trends

Brands are a hot topic recently. Some people even have already asserted that China has entered the brand era. The current market economy is the brand economy. The driving force that a successful brand can bring is often nothing comparable to any tangible assets of a company. With the appearance and development of the brand, the center of modern operation has shifted from pure physical operation to brand operation. The brand is not only the sign and foundation of the company, but also a powerful weapon for the company to win and defeat the opponent, compete for the market, and open up financial resources. Therefore, building a corporate brand image is more important than anything.

The competition in today's market is actually a victory for the brand. Therefore, the creation and development of the popular cosmetics brand is an important goal that Chinese and foreign cosmetics entrepreneurs dream of. In recent years, China's cosmetics market has grown steadily. The subdivision of the market and the subdivision of categories have become evident. New products have emerged in an endless stream, and the content of science and technology continues to increase. The cosmetics market is well established. A good market base has created and developed a number of branded products. Shanghai Jahwa has achieved great development. D&B, which does not have a historical origin in branding, has formed a unique brand ideology; foreign well-known brands have also made great achievements. The strategy has enabled Japan's Shiseido to succeed. France's Opallet has so far set up nearly 300 branded counters in department stores in China. P&G, which is regarded as the originator of brand management, is committed to the development of big brands. "Brand economy" represents the development trend of the world's cosmetic industry.

In the cosmetics market, all brands competed against each other and formed new brand sales characteristics. From the point of view of brand sales, cosmetic retailing has the following characteristics: First, joint ventures and foreign brands play the leading role. At present, the domestic cosmetics industry is highly competitive, domestic brands, joint venture brands, and foreign brands are all in the world, and the position of domestic brands is gradually shrinking. In 1999, the market share ranked among the top 10 beauty skin care products, and 8 seats were occupied by joint ventures and foreign brands. The top 10 shampoo hair care products were all joint ventures or foreign brands. Second, the consumption of cosmetic and cleaning products is concentrated on famous brands. In 1999, the top ten brands of toothpaste market accounted for approximately 91.4% of the market, followed by shampoo and hair care products and synthetic laundry detergents. With more than 80% of the market, the total market share of the top ten brands of soaps was 77.4. %. Even skin care products and cleaning detergents, the top 10 brands control more than two-thirds of the market. Third, the intensity of brand competition varies from region to region. Consumers in economically developed regions have relatively few choices about brands, mainly because the development of the cosmetics and detergents industry in developed regions is fast, new products and new brands are emerging, and consumers have plenty of choices.

Some well-known brands showed their heroic qualities after the big waves. At present, there are more than 150 cosmetic companies with an annual sales of over 100 million yuan, of which 8 companies have annual sales of over 500 million yuan, namely Guangzhou Procter & Gamble Company and Amway China Limited. The company, Shanghai Jahwa Co., Ltd., Chongqing Oni Cosmetics Co., Ltd., Beijing Sanlu Company, Shanghai Unilever Company, Guangzhou Avon Company, and Shanghai Daily Chemical Company. The national brands produced by Chinese cosmetics companies, such as famous brands such as Onyx and Tianzi, have become more suitable products for Chinese consumers. For example, in the total cosmetics sales in China last year, Guangzhou Procter & Gamble Co., Ltd. accounted for a market share of 23%, Shanghai Jahwa Co., Ltd. accounted for about 5 percentage points, and Shanghai Lihua Co., Ltd. also accounted for 4 percentage points.

At present, there is a growing circle in the cosmetics industry. The brand and the living space constitute a pyramid. There are few brands on the spire, and the profits are high. Almost solitude seeks defeat. The bottom of the tower is a mix of fish and dragons, and the profits are meager. It is almost always a good thing; there is a middle of the tower. A dial like a meteor brand. More than 3,000 cosmetic factories have really fallen into the minds of consumers. Domestic brands have not been on the market for 10 years. Annual sales of more than 1 billion yuan have not been seen, and nearly 36.0 billion yuan each year has 70% of the total market volume flowing into the pockets of foreigners. Brand growth fell into a turbulent cycle: set up factories to set up production lines - advertising launches - network construction - fund withdrawals - and then advertise.

A cosmetics store differentiation

With the intensified competition of domestic brands, international brands and joint venture brands, the sales of cosmetics are also quietly divided. Initially, cosmetics were mainly sold through wholesale channels, department stores, and other retail outlets. Later, specialty stores such as counters, specialty stores, and beauty salons also joined.

The brand counter sales strategy is a well-known trick for well-known foreign brands! Japan’s Shiseido’s popularity alone has risen sharply. As of the end of last year, there were as many as 260 Opallet brands in China; L'Oréal, the world leader in hair dye products, also established more than 270 brand counters in major cities in China, and its subsidiary Maybelline has set up 500 in China. Brand counters. In terms of marketing strategies, world-renowned cosmetics companies also apply different techniques: European and American brands like to use discounts, discounts, gifts and other tricks to promote; Japan Shiseido implements uniform prices, and they are not discounted at any time.

With the intensification of competition, in order to save intermediate expenses, more and more manufacturers trade directly with retailers. In this way, the wholesale market as an important channel for cosmetics sales has begun to feel tight! In contrast, the status of department stores is much stronger! According to the department store industry in Guangzhou, at present, there are more than 1,000 brands and thousands of varieties of makeup and detergent products on the market. The frequency of cosmetics placed and replaced on store shelves is more than 10,000 per week, and the competition is fierce. The only thing a department store needs to do is to maintain the reputation of quality product suppliers, and to select “high quality and high price” products, only these will enable them to maintain their grades and be profitable.

The Internet is another battlefield for cosmetics to sell! Most international brands provide e-commerce services, publishing information and completing transactions online. Mary Kay's website is not new and offers an online simulation of makeup services. People with various face types can try cosmetics according to their own situation and can be purchased on the spot.

II Future Trends in Cosmetics

High-tech cosmetics products. In the past ten years, science and technology have developed rapidly, and all high-tech technologies have influenced and penetrated into the cosmetics industry to varying degrees, such as bioengineering technology, biochemical technology, pharmaceutical science and technology, and computer technology, etc. These advanced technologies have been introduced into cosmetics. After the industry, great changes have taken place in the structure, function, and quality of cosmetics, winning a commanding height for the competition of cosmetics.

Newer cosmetics products are being updated faster and faster. According to the statistics of 50 internationally renowned cosmetics companies, in the 1970s, one company developed a new series of cosmetics less than one year in the 1970s and 1-2 in the 1980s. The number of developments in the early 1990s was 2-3, and in recent years, there have been more than five developments in each year. These figures show that the product development cycle is getting shorter and shorter, and new products are entering the market faster and faster. The competition is getting more and more intense. The development of foreign cosmetics new products generally takes 2-3 years from the start of the foundation to the launch of the product. It requires a lot of investment in manpower and capital, and the development of a series of new products in Europe and the United States requires investment of several million US dollars. , far greater than the investment in science and technology of China's cosmetics companies.

The green wave of cosmetics. Global environmental deterioration is threatening the balance of nature and human survival. The wave of environmental protection has swept the world. For the sake of human safety and ethnic reproduction, international environmental protection organizations have required chemical companies to restrict or even disable certain harmful chemical compounds. Cosmetics companies also consider the use of oxidants, sunscreens, and pigments for environmental protection. The green cosmetics developed as a result became a hot product on the market.

Cosmetics are both an industry and a culture. Product culture and corporate image are the focus of cosmetics brand competition. The cosmetics market in the future will have more opportunities and bright prospects.