Reflections on the future outlook and status quo of cosmetics industry

In the 30 years of the reform, China has developed into the world’s second largest economy. In the next decade, China will definitely become the largest economy. The Chinese market will produce large-scale daily chemical companies worth billions of yuan, and the sales scale will be several billion yuan. The super brand, China's brand can compete with foreign brands, a number of super-chain stores across the country, sales of billions of dollars in thousands of stores chain stores, annual sales of several hundred million yuan of regional monopoly dealers.

In 2010, the brand will be affected by the policy. More than half of the brands will find it difficult to broadcast advertisements on CCTV, Hunan Satellite TV, and Zhejiang Satellite TV's gold-strength gear. After 10 years, television programs are allowed to play for 1 minute and 45 seconds, advertising costs become Double-doubling leads to difficulties for small and medium-sized manufacturers to support and forced to stop the advertisement of high-end TV channels. In the future, makeup brands will perform two levels of differentiation. Big brands will be bigger and stronger, and smaller brands will be getting smaller and smaller. The less there is no sound.

The future trend of manufacturers is mostly self-operated chain stores and franchise chain stores. The department stores channels are super assistants, creating hypermarket department store Troika to enhance the brand and form a one-stop self-service marketing model for production, supply and marketing.

Thousands of store chain store franchise stores, monopolized areas and the country's monopoly market to take advantage of the realization of the dream of the retail kingdom, regional dealers can only do not inflow of small and medium stores, dealers in the future will be sandwiched between manufacturers and stores , From top to bottom, it's hard to get up and down. The next ten years, the manufacturers can become bigger and stronger. The stores can be distributed nationwide and the dealers can only be limited in the region.

In the future, large-scale manufacturers compete with each other in the market and first-class brands compete for each other's market share. In the future, thousands of shop-level shops compete for sites, and regional chain stores compete for high and low levels. The main competitive structure is the factory-owned chain stores, national chain stores and regional chain stores. In terms of mutual competition, the dealer level is mainly a struggle between customer resources and market networks. If the distributor cannot become a strategic partner of the store and cannot occupy the marketing advantage in the Shangchao Department Store, the future development prospects are not optimistic.

The future agency model will be severely challenged. Manufacturers will open their own chain stores, and large-scale chain stores will have their own brands. Manufacturers' brands can be sold in their own channels. Advantageous brands will be sold in regional chain stores. All circulation will not be profitable. Brands and small brands will continue the agency model. Therefore, there is a future for big brands, mid-level brands have a way out, and small brands are uncertain.

The cosmetics industry has great hopes but many problems. After more than 20 years of development, it has cultivated enterprises that have sold more than one billion yuan. The overall scale of marketing needs innovation and competition needs to be strengthened.

Although the single brand has exceeded the sales volume of 300 million yuan, it still stays at the primary level of pushing. The brand's pulling power is not strong as the biggest disadvantage. The brand marketing has no appeal, no characteristics, no characteristics, and it stays at the lower level of imitation following the twin copying. First-rate brands must be welcomed by the market, dealers respect the brands that are loved by customers, and innovative ideas and innovative modes can win.

Brand positioning stays at high, medium, and low prices, and is suitable for mainstream consumer products. In the future, it must be market segmented and scientifically positioned, and innovative marketing models should open up markets to cater to the target customers. Brands welcomed by dealers have a future.

Boss level: the sea sailing depends on the helmsman, everything grows on the sun, the car runs fast with the front, the boss's thinking determines the rise and fall of the enterprise, the boss is the company's helmsman is the brand's soul, the boss wants to make the brand stronger but the lack of effective In order to change ideas, we must first change the operating system and hire senior professional managers to make the company bigger and stronger.

The senior executives at the company level wondered how to control the distributors and try to sell the goods to the distributors. The distributors could not afford to take care of other brands. This is a short-sighted and quick-acting approach. The brand can become the strategic brand of the dealers, and the dealers are absolutely loyal to the brand. , Staying in the policy of stimulating dealers, it is not feasible to extend to the salesperson level, so that salespersons also get benefits to actively recommend brands, market executives still stay at the primary level of paper talk, improve the brand's influence is the ultimate goal, because The core of brand marketing is the customer. The ultimate goal of the brand is to cultivate a loyal customer group.

Upstream manufacturers need theoretical and practical integrated talents, marketing needs of thinking companies must be at the forefront of the industry, marketing needs strength executives must be able to play tough, help dealers develop the market to develop customer sales network.

Enterprises need to establish strategies to set goals, establish corporate culture to change operating systems, and seek to grow bigger and stronger rather than let them go naturally. Bosses must dare to delegate their powers and dare to authorize them so that multinational companies’ professional managers are responsible for operations. Enterprises need strategic brands. Planning, in accordance with the requirements of the market to meet the needs of the target customers to design products, all around the market all around the development of all around the customer, the three are all guiding ideology.

The professional managers of multinational companies are employed to take charge of the company's strategic planning, brand planning and market operation channel promotion network construction, etc. From the strategic point of view, there is a need for local professional combat market talents to tap into cities, and transnational The company's professional managers are rich in ideas and lead. Local talents are familiar with the market and can fight at the front line. Such a combination is more suitable for the current status of the company.

At the store level: Most stores are taking the chain model. Three decisive factors are plagued with store development. Boss has poor professionalism and poor management skills. It lacks excellent key employees and it is difficult to retain excellent backbones. Regional restrictions on the difficulty of cross-regional expansion of shops, business model management system puzzled the boss is difficult to break through, the lack of backbone troubled store development speed, business model marketing ideas sales plan troubled the performance of shops, so that the vast majority of chain stores slow down the pace of development.

The owner of the chain store has done a hard job. There is a certain scale in the front door and it also has a scale advantage. After the store is opened, it can only be a participant and a lining party. Over 30 stores are out of order and more than 50 companies are out of bounds, exceeding 100. After the family began to break away from the franchise, after joining from the re-detachment of the re-reliance from the reciprocating cycle, open their own direct stores can not see the management of the bad, store chain development must rely on the development of relying on models, the establishment of business model has reached the point of no time delay.

Stores need to sum up the business model to change the corporate structure, use stocks to retain outstanding store managers, use annual dividends to retain outstanding salespersons, and use stock options to retain outstanding management and management talents. Talented stores will develop, store managers The business of hard-working dedicated shops will thrive, and salespersons with strong performance will steadily increase profits.

The six major problems urgently need to be solved. It is difficult to open new stores, select long-selling shop assistants, no brand planning, inventory management, and poor promotion. This has become a difficult problem for the boss.

Dealer level: lack of marketing ideas lack of professional quality, lack of funds lack of people Ma shortage network is the biggest weakness of the dealer, dealers to take a new brand need to do one-year promotion, and some even do a few years of market development work, customers need to be separate Going to talk about the slow pace of tracking one by one, the established partnership does not work for the new brand cooperation, indicating that the customer does not believe in the dealer, and it also shows that the dealer has not become a strategic partner of the terminal shop.

Dealers need to pick up a new brand, seriously affecting the investment of the old brand, capital shortages have always troubled dealers, the lack of marketing personnel is the biggest drawback, the professional quality of employees is not as good as the quality of the store, can only drive the store to help the store do Bigger and stronger.

It is difficult to honour promises. At the beginning of the cooperation, it is absolutely possible to swear to Heaven. After the cooperation, the discounts have been reduced to the lowest level, and their credibility has been overdrawn in exchange for short-term cooperation.

Distributors promote new brands, provincial markets use nine months as qualified distributors, and six months as excellent distributors. Three months of successful time are absolutely super dealers, and now there is already a provincial-level market. Case.

Dealer level needs consultant talents, planning talents and market development talents, consultant talents service store bosses, help shops make business plans, help shops train talents to do employee training, and plan talents to help stores to do promotion programs. Let the boss of the shop do activities for headaches, and actual combat personnel help the store to promote and enhance performance. The combination of actual and actual talents becomes a good helper for the good partner of the shop.

Capital-type dealers have a way out in the future, and professional dealers have a future. The store's strategic partner dealers will become leading companies.

Upstream businesses and distributors and terminal king stores have already faced the threshold of starting a new business. If they stick to the rules, they will stop halfway. If they can vomit, they will have a promising future and see who will be able to finally become the industry's new benchmark. Source: Daily Chemical Cleaning Network