How to break the traditional mode terminal? How to operate the new terminal? As long as companies look for motives, intentions to do so, I might be able to find a new “Blue Ocean Terminal,” in order to become this area’s NO.1.
In the beauty industry, shopping malls, supermarkets, franchised beauty shop, beauty salon is in the traditional sense of the four terminals, has been in the market to occupy the dominant position. However, “court death terminal, the terminal does not die, and so on,” the reality is like a nightmare, tortured beauty of a large number of enterprises, especially small and medium-sized local enterprises beauty. In their fierce competition continue to explore, a variety of integration technologies and market-based instruments, and practice to find out a lot of new terminals and expansion of model portfolio so that the end of beauty in the form of more colorful, more colorful works, dramatic.
Walking on two legs: “amphibious brands,” diverse debut
Cosmetics are always on-line and professional line of points in the past for a long time, date and professional like two parallel lines, according to its own particular way of development, although in the same industry, but very little co-operation between . However, in recent years there have been dramatic changes in market conditions. Line from a professional point of view, the domestic market line of professional experience a crisis of confidence, slowing down the development, professional line of business to survive and develop under great difficulties. From the days of line in terms of brand strength in the cross under pressure in the terminal building and maintaining the reality of rising costs, local brand development difficult, they also an urgent need to find new profit growth point. As a result, the two “parallel lines” cross-emerged, more and more enterprises choose a beauty, professional, “the survival of amphibians,” created a growing “amphibious brand.”
Amphibian survival of the most important forerunner of the Group of Garan, the United States-Garan’s a creative way to promote backyard shop in the former model, changed the line of the two separate situations, out of date and the first step in the promotion of professional integration. When Garan in the country have joined the various types of chain store more than 10,000, dominated in the professional line, and look forward to on-line, launched in 2001 on natural-Tang brand, to build a line of beauty into a bridgehead to a breakthrough in professional Daquan line limitations.
Garan in the operation of the group’s professional line of on-line and brand, has adopted a different marketing strategy. Garan’s professional line of brands rarely hit the mass media advertising; Hall and natural from the start relying on a large number of women in fashion magazines and media put in high-frequency, 2006 is a more heavily in implementation of the Integrated Marketing Communication, invited Chen Hao, Wen Bixia, such as star Served as spokesman to the public through the dissemination of brands together to establish natural “land of beautiful temple,” the brand image.
Garan through strategic innovation to become the first home is difficult in the past across a number of brand-compatible, takes it more difficult for the day, two lines of business professionals. Garan to the success of the industry as a whole played a shot in the arm. , Australia’s largest bio-white doctor brands, but also to take in the CCTV and TV-intensive bombing of the brand strategy in the professional line and on-line operations at the same time, create hundreds of millions of sales. In addition, the Ni-hui, the pill the United States, Li-Zhi, Zhi Mei, Celera line of business or profession, such as the introduction of Japanese brands and channels, or set foot in Japan, have also joined the “amphibious brand,” the ranks.
On the whole, professional lines into the line of those on most days of lines are less involved in the professional line, which may be related to on-line related to the development of a more stable. Jahwa is an exception, which launched its own store brand – Bai grass-drawing line of professional membership, such as marketing, so as to convey a professional enterprise on the same line can make a strong message.
Two lines of the terminal to promote compatibility and integration into the industry as a whole diversity, refinement of a new era. Professional-line services in order to win, Day-line focus on brand promotion. “Amphibious” or even “habitat” a large number of brands, a variety of modes of operation of the terminal learn from each other and where will the industry to end the operation of the level to a new level, to speed up the inevitable process of upgrading terminal.
Off-site terminal: “virtual store” significantly magical
You may often on the Internet, “Amoy” to your favorite cosmetics and excited; you may also enjoy being at home watching television, while the convenience of shopping and fast; Or, you have become a direct-mail this manual loyal fans on a regular basis in DM manual on the care required for the purchase of day-to-day … … Why do you do? Net purchase, the purchase of electricity, DM sales, which are in the form of virtual stores quietly change your way of shopping, and even your life.
This is the new “virtual store” power, a consumer can not see, it can not be separated from the end-strength.
According to the “China 2007 net purchase of the report” shows that in 2007 domestic sales of the online shopping market to 59,400,000,000 yuan, to participate in the total number of net purchase more than 55,000,000, per capita consumption reached 1080 yuan. The report is expected at the latest by 2012, China’s online shopping market will exceed 1 trillion mark, when online shopping market will occupy the total volume of retail sales 5% to 8% of the shares in order to really grow into the mainstream of society as a whole consumption of One.
Data show that: in net purchases in the group, most of them white-collar workers and college students. These women account for a large proportion of their love life, the pursuit of fashion, make-up on the trend-sensitive, cosmetics they are one of the most favorite merchandise. At present, only a year on Taobao Jinyi pieces sold perfume and cosmetics. The professionals from engaging in direct selling cosmetics site, such as the three networks, and other fun, but also all over the country.
Had the foresight of the cosmetics business has taken note of the network to buy the power and action. They are the essence of the brand unification under the guidance of traditional channels covering the target consumers, with online shopping to expand the coverage of the information used to shape up a special counter store brand, using traditional channels of communication between the staff of the unique advantages of maintaining the brand affinity, using the convenient on-line shopping Open up new sales channels, improve information exchange to establish feedback channels, and gradually formed to safeguard the value-added customer service system. Other companies, to take an early on-line sale of new ways in order to detect new low-cost and the effect of word-of-mouth.
By comparison shopping on the Internet, television shopping this kind of “virtual store in the air” in China has more than 10 years of the development process. However, the development of television shopping ahead, the debate on television shopping has never stopped. In 2006, the national regulatory authorities on a piece of paper products in five categories Gengshi Ba Jin Boling push it to the air waves. However, after nearly two years of restructuring, the television shopping market is relatively mature and standardized, who’s leading technology, a unique concept, with clear effectiveness of the new cosmetics, television shopping continues to be a quick, easy-to-use end-promotion方式. Enterprise is to understand the pros and cons of TV shopping, combined with its own characteristics and development planning, choose the appropriate way to carry out direct TV, play TV shopping “virtual store in the air”, making it an important enterprise for sustainable development Driving force.
Virtual shopping is another important form of DM sales, marketing communications referred to as Japan and South Korea. DHC from Japan is the leader in this field. DHC also like to play as many big international brands advertising, but the closing credits DHC ad highlighted the music of the telephone order, TV shopping ads imply, is obviously different from the TV shopping ads a long time and style. When ordering phone after the well-known in China, DHC accumulated on the customer database to play a decisive role. Try to obtain free cosmetics loaded in the DHC Web site to register as members free of charge, free of charge to members of the club’s regular olive DHC manual … … As a result, there have been a miracle, DM manual for the transformation, “the paper cosmetics hypermarkets”, the changing skin care Knowledge of the various categories of cosmetics in the manual focus on the show for the members to provide a full set of skin care program, as long as consumers can call the telephone ordering acts of completion of the shopping, then you can sit-in at home waiting for a door-to-door.
DM virtual stores as low-cost and the amount of information products, targeted in the past two years, the rapid development of the major cosmetics brands to launch its own competing DM manual, such as FANCL, and so on. At the same time, also emerged as red, and other professionals involved in children’s DM integrated marketing communications platform operators, direct-mail marketing has been more recognized by the audience.
Very sort card: “Blue Ocean Terminal” provided Xintian
With the white-hot competition, the marketing people are sigh: Terminal difficult. Is there would be no run-off local businesses the opportunity to end it? Of course not! In fact, do so from a different angle end, a new vista after another world is possible.
First, do reverse, so a single series of special items.
Traditional marketing theory tells us: the establishment of a special counter cosmetics have a wealth of product lines, from basic to the deep care and cleaning everything in order to attract consumers, they meet the diversified needs of the individual.
However, Bell could have the perverse act over the years to focus on eye care market, carefully so deep. Throughout the country to build hundreds of Bell may be a special counter, the number of specifications to the price positioning of the Mask posted a small component of a large family of products. Bell can not solve all of the customers skin, but consumers can come to a special counter Bell, eye problems can be fully solved. Accumulated for several years, Bell is now available Eye Mask has become a local market leader brand stickers.
Second, professional focus, the only pharmacy sales.
P & G’s brand in many, Vichy is an “independent special trip.” The public does not end only in the sale of drugs in order to establish a medical professional Vichy cosmetics brand. Coincidentally, the United States and the Prudential Dr.Cell (Dr. cells), in the professional line, there is no choice of the public on line, but trying hard to develop the pharmacy terminal, with the Vichy happens to coincide with the strategy. Can be seen in light of its own brand positioning, focus on taking a single channel, can still blaze a trail easy.
Third, Shunshouqianyang, shelves of cosmetics.
In recent years, the country’s world-renowned film that is the United States, we not only in cosmetics and so on Watson’s franchise stores can buy, even in supermarkets such as Wal-Mart, the United States, like food that is put on the same shelf. Consumers in the malls to buy other daily necessities can be easily found that the United States, so “Shunshouqianyang” to take along into the shopping basket.
In general, can be on the shelves of cosmetics, to have three major characteristics: First of all, the price is affordable to the public, and the price positioning of the store coincides; followed by the packaging of life, not for aesthetic, but easy-to-use portable; the final product is Attention is not high, similar to the type of film products, day-to-day useful, but not the efficacy of cosmetics, in particular concerned about the effect of the consumer. Distribution as long as wide, sales of natural, “a corresponding rise.”
Fourth, open a new path, find a terminal with the demand.
A couple of days ago, I chat with a friend. His agent just a cosmetic brand, but he thinks too much competition for the traditional channels, the operation of the poor. Bath where the idea to open up channels in the bath to build up a special counter. Because people in the entertainment, feel relaxed and at the same time you do care, there may be more vulnerable to market. Let us put aside our friend the feasibility of the idea of the number of such demand with the end to find a way to learn indeed. With the rise of the leisure culture, leisure entertainment will be more and more and more variety of types, as long as the search for motive, I might be able to find a new “Blue Ocean Terminal” and seize it, you is the breakdown of the “Blue Ocean Terminal” The NO.1