Heavy Marketing, Light Research And Development Of Most Domestic Brands Terminal "Trough" More

If "light research" and "marketing" are still common problems in most cosmetic enterprises, in the retail field, "heavy sales" and "shop experience" are also common.

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What are the new ideas of retailers in the heated debate?

In 2011, the cosmetics annual meeting held the theme of "brand, culture and vitality", emphasizing the importance of building brand for the development of enterprises in the industry.

With the formal establishment of the "brand day" by the State Council, the retail sector is also beginning to realize the strategic significance of building the brand name.

Heavy marketing, light research and development of most domestic brands terminal "trough" more

Zhang Bingwu, a senior brand marketing expert and co-founder of the United States, put forward his own understanding of the "Chinese brand" of cosmetics: "the brand should contain two aspects. One is the external culture centered on brand positioning and packaging, focusing on the relationship with consumers. The two is the product quality of the brand, that is, whether the product is safe or t."

However, from the "cosmetics Finance Online" reporter visited the market situation, the current cosmetics monopoly shop owner for the domestic brand is not satisfied.

Overall, over 80% of cosmetic shops are selling cosmetics for national products, but from the height of brands, only a small number of brands can get positive reviews.

Brand positioning and connotations, product quality and product cost performance have become the "groove points" of shopkeepers.

There is still a long way to go for Chinese cosmetics companies in the aspect of brand building.

"Just watching, the lack of cosmetic brand culture is reflected in the fact that the brand's event public relations activities are not well done. Some brands only use vulgar words to attract consumers' eyeballs. Very few public relations cases such as CHCEDO and China's national diving team cooperate well."

In Zhang Bingwu's view, "good brand building is more capable of settling brands."

In addition, as for the current cosmetic industry's overall environment, brand enterprises mostly focus on marketing and light research and development.

A brand engineer who does not want to be a real name tells the reporter of "cosmetics Finance Online" that enterprises should invest at least 3% of their products in order to make good products. According to the development stage of Chinese enterprises, they should be far higher than this proportion. But the fact is that at present, many brands do not invest much in research and development, they rely more on OEM and ODM manufacturers.

"No technology to brand support, marketing alone to promote the brand is weak."

The engineer emphasized.

In recent years, the overall economic environment is not good, the performance of cosmetics in the retail terminal has also encountered bottlenecks, and some cosmetic brands are proud of their marketing policies.

"At the very root, consumers are no longer as good as ten years ago. Brands that lack brand power and value added are facing more and more serious crises."

The owner of a 100 strong franchised store told the cosmetics Finance Online reporter that there are so many brands of cosmetics in the store that the competition between brands is extremely hot.

Relying solely on discount sales, brands are hard to attract consumers.

"Almost every brand of national goods is facing unprecedented sales pressure, and it is in urgent need of stronger brand power as the engine of competition."

The shopkeepers believe that at present, there are few brands of domestic products at the terminals, and discount rates have been almost copied. The long-term discount strategy will inevitably give consumers a discount on brand image.

Retail store image and service need to be upgraded. Brand building should start from the foundation.

Apart from brand enterprises, cosmetics monopoly stores do not do enough in building retail brands.

With the upgrading of consumption, it has good reputation and core competitiveness.

There are not many brands.

When a reporter visits the market, he often sees that in the terminal stores, the brand hanging flag is hung up, the land is posted for a long time without replacement, the back cabinet light box is out of date, and the promotional materials are in disorder.

Often, store brand image is hard to avoid.

In addition, on display of products, stores often have no strict requirements, only the personal consciousness of shop assistants or shop assistants.

There is still a big gap between the large-scale display chains such as Watsons and other large scale chains.

In many county level markets, many chain stores are outdated, shelves are untidy, and their dressing is different.

A shopkeeper once told reporters, "if a cosmetic shop can make a shop brand, it can at least sell 10% of its sales."

But most shopkeepers' solidifying thinking is that shops do a long time, and there are fixed consumers and public praise in the locals, which naturally forms store brand power. Few people are willing to throw money into the store image.

In recent years, cosmetic shops have begun to invest in brand image in the whole country.

Take Yantai Heng Mei as an example, in 2015, Yantai Heng Mei invested 9 million yuan in advertising.

Sun Xicai, general manager of Yantai Heng Mei cosmetics chain, said: "advertising and promoting the brand of Heng Mei, from the perspective of customers, can make the chain system more famous. From the perspective of employees, it can stabilize employees and make employees feel proud of working in such stores."

In this regard, Yan Li cosmetics (China) general manager Zhu Hucheng also said: "I think in recent years is the best time to create China's retail brand.

The same is true for cosmetic shops. Brand image is what we care most about.

As the brand side, Cheng Yingqi, vice president of Asia Marketing, believes that

Or cosmetics shop, not only to bid farewell to the impetuous way of operation, but also need to settle down, and make substantial changes from building product strength to brand power.

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