Yuesai'S High-End Marketing Positioning Is An Outstanding International Stage.

Since its establishment in 1992, with the efforts of Ms. Jin Yuxi, a famous American Chinese, Yuesai brand has created many first in the field of cosmetics and cosmetics in China. It is the first brand to set up a special promotion mode in department stores. It is the first brand to set up and launch a complete system of training for salesmen. It is the first brand to promote the unified image system in the counters. It is the first brand to import color into product development and sales concept. It is similar to many of the first ones, making Yuesai brand a well-known brand in China in a short span of less than ten years.

By the end of L'OREAL's acquisition, more than 800 special counters have been set up in more than 240 cities across the country.

However, with the increasingly fierce competition in cosmetics brand cosmetics, the famous brands of foreign-funded enterprises represented by L'OREAL and Procter & Gamble have taken a big part in the Chinese market. The market share of domestic brands such as Dabao, small nurses and Yuesai has been shrinking to varying degrees.

Originally, Ms. Jin Yuxi wanted to cooperate with Cotti COTY to achieve three main purposes: one is to raise the level of scientific research, to improve the technological content of products and the strength of product development; the two is to graft the scientific management of internationally renowned enterprises to enhance the overall competitiveness of Yuesai; the three want to achieve the "great international brand dream" through the resources of COTY international enterprise.

Ms. Jin Yuxi married her "Princess" in every possible way. Among them, the most important thing is to make Yuesai brand a "great international brand". Unfortunately, Coty COTY did not help her achieve this ambition.

Especially after Cody COTY group's business is mainly adjusted to perfume, Jin Yuxi's desire to go to sea with the help of Coty COTY is even more slim. In addition, Yuesai has already seen the trend of brand aging.

The pressure of management and the trend of brand aging and the "great dream of international brands" that she has always dreamed of are bound to be remarried by the Yuesai brand. In the long negotiation with Procter & Gamble, the reason why L'OREAL group can let Yuesai fail and win Yuesai successfully at lightning speed is mainly due to the acquisition price value. The main reason is that L'OREAL group can help Ms. Jin Yuxi realize "great international brand dream". L'OREAL group is not only the largest cosmetics group in the world, but more importantly, it has the brand, the experience and culture of other brands in other countries. Under such circumstances, Ms. Jin Yuxi is run by her own business.

The remarriage is bound to be a brilliant day for Yuesai.

After two years' operation of Yuesai brand, L'OREAL has discovered that Yuesai is a charming Chinese princess with Chinese fashion elements. It not only occupies a typical brand mentality among many Chinese consumers, but also is good at promoting brand building by marketing service promotion and brand public relations strategy.

These are the words of Yuesai, who is a rich family lady, a beautiful Chinese high-end brand princess.

In January 1, 2006, L'OREAL group proposed that Yuesai brand should be adjusted from the mass Cosmetics Department of L'OREAL group to the high-end cosmetics department, and Yuesai will be identified as one of the high-end brands in the Pyramid structure of L'OREAL brand.

Since then, the beginning of the beautiful pformation of Yuesai brand has been foreshadowed. It is a sign that the road of shaping Yuesai brand into a high-end world brand with Chinese elements has officially begun.

Since the L'OREAL group put forward the Yuesai brand to be a high-end brand in January 1, 2006, Yuesai has been developing the high-end brand through relevant marketing strategies.

In this way, Yuesai's high-end brand building is facing the pformation of brand positioning. After two years of Yuesai brand operation, L'OREAL group has recognized the advantages and disadvantages of Yuesai brand.

The biggest shortcoming of Yuesai is its old brand positioning. The largest customer group of Yuesai is a group of nearly thirty or forty year old women affected in 60s and 70s. Now it is basically at the age of 40, which is also affected by the influence of internationally famous brands. It is more worrying that Yuesai can hardly attract the younger generation after 80 and after 90. The brand is not increasing and concerned about the new consumer groups. The old loyal customers are also decreasing at the same time. This is an important crisis and challenge for Yuesai brand. If the brand positioning innovation is not carried out, Yuesai brand will die in the long river of time.

L'OREAL elite cosmetics department's market elite put forward the reshaping of Yuesai brand positioning through Yuesai's full research and market practice for two years. Through comprehensive analysis, L'OREAL first proposed to pform the target customer group to 18---40 years old, increasing the attention and attraction of young consumers.

The new image has been readjusted from the selection of packaging materials to the design of outer packaging. Before Yuesai's so-called Chinese red, all the products from inside and outside were all the same, and remained unchanged for decades. This inevitably left consumers with a sense of rustic, old-fashioned and rustic.

After the pformation of the entire product system, the old Yuesai's red, white and black products were sorted out, and a more competitive image was produced. For example, the white Linglong series, whether wrapped or wrapped, had the natural positioning of the white and product with the texture. This is the new image.

Yuesai mushroom head represents the past, is outdated, represents the aging of the consumer group. If we continue to indulge Yuesai brand advantage in the long river gradually sink down, just like Maxam, dust laden people forget, consumers naturally in the process of loss.

Hsu Chi and Rhododendron represent the present and the future; represent the new trend and fashion; represent the new consumer power; represent the new generation of post-80s and post-90s.

It will attract more and more new generation to consume Yuesai, and fully explain the meaning of new women by "Hsu Chi," and "cuckoo".

This brand positioning defines the spirit of "self confidence, self determination and self improvement" of Chinese women as the brand spirit of Yuesai brand, and identifies "young, fashionable and internationalized" as the brand new image positioning.

Yuesai is fully leading the spirit of new women, leading the fashion vane of Chinese cosmetics, leading the direction of the consumption of new cosmetics for women in China. The re positioning of this brand positioning has laid the foundation for the dream of "Chinese style international brand".

L'OREAL group, through the positioning and pformation of Yuesai brand, has played an important role in shaping the international brand of Yuesai.

Helena is one of the most high-end brands in the Pyramid brand of L'OREAL group. It is a world-famous brand. The grafting of L'OREAL's outstanding technical formula to Yuesai brand means that Yuesai's whole product technology and brand quality system has successfully trained "Eighteen dragon paw", which has effectively pulled the distance from the original competitive brand in terms of product efficiency.

Yuesai was good at department store channels, and department stores were the effective positions of high-end brands. The brand took on 800 excellent channels of old Yuesai, and now began to strengthen two other channels of high-end brands, duty-free shops and high-end perfume stores.

Yuesai brand is constantly strengthening the image building of department stores, improving every detail from counter design, counter material to counter construction, making the design of the whole image and the opening of the new image of the counter more suitable for the positioning of high-end brands. Once a year, the image modification and replacement of the counters show the firm steps of Yuesai's high-end brands.

At the same time, upgrading and strengthening the quality service of the original Yuesai brand is better, which attracts the attraction and loyalty of the brand to consumers.

At the same time, through the reputation of Rhododendron in the international modeling community, the brand positioning of "self confidence, self-reliance and self-improvement" has been interpreted through brand positioning, effectively calling on the young generation of Chinese fashion generation, and effectively infected with the longer loyal consumers.

Yuesai continues to uphold the good principles of service marketing, such as new product listing, first offering precise and delicate training, and even a new product can be trained for one day. The training can be seen in a delicate way. Through training, professional skills can be improved, and then professional skills can be converted to the level of customer service. Generally, through such professional training terminal BA, her sales volume is not two to five times that of such training BA. In order to improve the professional spirit and service level, such training is usually once a month, two days, and a round of four days in March. This greatly improves the comprehensive service spirit and strength of terminal BA, and at the same time, it is more effective than other brand terminal services, so that Yuesai's service is superior to others. NEW

The above four strokes are important magic weapons for Yuesai's internationalization and high-end brand building.