China's accession to WTO, tariff reduction, China's cosmetics market is inevitable international trend. As of 2007, the world is basically all the current mainstream cosmetics brands enter the Chinese market, international brands and national brands competition heating up.
First, the international brands to enter the Chinese market faster, adheres to high-end market, the national brand in the high-end market almost blank. Since 2001, international cosmetics manufacturers to speed up the pace to enter the Chinese market. Since 1997, the French company L'Oreal entered the Chinese market, to now have 12 major brands sold in China, the product has been across the board from end to end coverage; the United States following the end of P & G brands, high-end cosmetics market, in turn Dai, also have entered the Chinese market, and for a high-end cosmetics market in China was almost entirely dominated by the international high-end brands. In Beijing, Shanghai, Guangzhou, Shenzhen and other high level of consumption, the purchasing power of a class of strong market, many shopping area all-foreign brands of cosmetics, has been difficult to find a trace of national brands.
Second, international brands account for the absolute market share, national brands and further compressed margins. In China more than 4,000 local cosmetics manufacturers, most of the production of mainly low-end cosmetics, for the second and third line of its products to the market-based. Although China's cosmetics market to double-digit growth every year, but which really is still dominated by international brands, from 2007 Census figures show, sales of cosmetics is still the top five L'Oreal, Olay, Opal Levin, Shiseido and Lancome. , The high-end cosmetics market, sales of the largest and most profitable of two parts, has basically been dominated by international brand.
III, international brands began to extend to secondary and tertiary markets, local brand faced a test. With the continuous improvement of the economic level, two, three cities, the level of consumption has also been considerable development, the international brand with a fight in the Chinese market over the years accumulated knowledge of the Chinese market, already a keen awareness of them by this the tremendous business opportunities. In recent years, international brands have begun to focus on low-end national brand that was originally seen as a life-support market development, from the L'Oreal acquisition of So L'Oreal China president Gaibao Luo said after the acquisition of a small nurse, International brands have been fighting the spread of market competition to the secondary and tertiary markets.
international brands through the merger integration of national brands, to keep the domestic market penetration in the low-end, more and more foreign cosmetics companies are planning to launch the and live on the low end of market access advantage, is accelerating the disappearance of national brands are facing survival challenges. Analysis of the industry, the Chinese cosmetics industry has entered the era of integration. The face of the arrival of industry consolidation, the face of strong foreign brands, such as tigers, national brands to foreign brands to avoid being eaten? How to stop the dominance of foreign brands? Ethnic cosmetics companies in China with foreign brands who can compete in the market? No matter how we see the hope, the current local cosmetics We have reason to believe that,
first, , the world's top ten cosmetics companies have entered the Chinese market. The international cosmetics companies into the Chinese market before most of the other parts of the world established a solid foundation for the market, most of them with strong corporate strength and strong capital base, such as is already the world before the cosmetic industry giants. They came to the Chinese market, led the Chinese cosmetics market more rapid development, but also to the level of China's entire cosmetics industry to a new level. Market competition, and capital demand, the industry increased barriers to entry, such as small workshops in the past that local cosmetics companies because the size of funds has led to companies in the sales, R & D investment can not be large, direct impact on the sustainable development of enterprises , has been facing a serious crisis of survival, the Chinese cosmetics industry has begun to form a powerful strength needed to support the business development industry trend.
China, due to a late start the cosmetics market, the real strength of the cosmetics business with a certain not many. Jahwa its huge industrial scale, creating a Jing Run Pearl, has been rooted in Hainan, China's rich pearl resources based on commitment to the Chinese pearl industry development and use. In just a decade, has become China's largest pearl franchise business, have a set of pearl farming, development, production, marketing and cultural shows as one of the complete industrial chain of pearls, with pearl jewelry, pearl cosmetics, pearl care products improve the product mix of pearls, the pearl has the only museum with a pearl of China's largest cultural centers ... ... Pearl is the rapid rise in Beijing run, showing a strong business strength and market competitiveness, which Pearl had to run in Beijing Games China's cosmetics market capital. We have reason to believe that Beijing now has had the run pearl cosmetics market in China, a place of strength.
second, When large-scale foreign brands to enter the Chinese market, bringing outstanding scientific and technological content of cosmetics, so soon to win over Chinese consumers live, quickly occupied the market. Current market reality is that no technology in the cosmetics market competition is evident in the weak position of science and technology, R & D competitive advantage has become part of the cosmetics market. Unilever,vibram 5 fingers, L'Oreal International Day of the companies have established R & D centers in China and other institutions, specifically for the Chinese people developed skin features high-tech products and consumer habits, their spending on R & D has accounted for a considerable portion of its sales profits .
local cosmetics generally present low level of scientific research, products, low-tech, scientific formula to follow is still in the research and development stage. However, the trend of the market determines there are no outstanding R & D strengths will not be able to ensure rapid development of enterprises to obtain, so some domestic vision and strength of the cosmetics companies have started to establish their own R & D departments, to enhance their own R & D capability. Jahwa and University of Shanghai Medical University and other institutes to set up five joint laboratories or research centers, Jing Run Pearl Pearl First Institute of Guangdong Ocean University of China Beijing University of Chemical and Engineering and other leading research institutions, the establishment of professional cosmetics research and development department, and then invest in the construction of Beijing Run in Sanya Pearl Research Institute, Beijing invested in Haikou trough Run Pearl Technology Park, to the pearl cosmetics, health products research and development pearls. Run the current Beijing has developed a pearl pearl nanotechnology, pearl water soluble technology, eco-living technology pearls, pearl peptide technology, and access to national patent. The application of technology in the cosmetics, the Beijing-run pearl products increase the technology content, and enhance the market competitiveness, and become the pearl of Beijing Run a tool in market competition.
Third, the concerned about the national culture, traditional Chinese medicine, Chinese clothing have become a time of social hot spots. In daily chemical industry, fashion. So we see that in the near-monopoly by P & G shampoo market, the King of In the high-end foreign brands flooding the cosmetics market, Jahwa after 10 years to build high-end cosmetics brand By creating high-end Jing Run Pearl Pearl is committed to innovative skin care research, by actively absorbing the essence of ancient Chinese pearl beauty, and the combination of modern biotechnology and innovative proposed Pearl at the core of the Made to share the beauty of this ancient pearl in the pearl in the hands of Beijing Run again full of vitality.
cosmetics in the current market, the brand everywhere, rich products, there is no difference in the success of product characteristics is very difficult, In the cosmetics market full of new splendor, creating a Jing Run Pearl Pearl Chinese classical beauty anchored, have occupied the basis of a wide range of consumer awareness, and strengthen the characteristics of national brands and avoid direct confrontation in foreign brands, but also to some extent prevent the copying of foreign brands can be the difference of features to get a fuller play. Therefore, from Jahwa the trend has shown strong growth momentum.
Fourth, the use of market advantage of local enterprises to implement differentiated marketing model
in market competition with foreign brands, as a native of local enterprises, we have more than foreign brands understanding of consumer behavior inherent advantages. The sun in the foreign brands into the Chinese market, they are based on Western standards of sun protection, providing just the sun does not hurt, not drying the product does not black, not white for the United States advocating accepted by Chinese consumers, it also created a small Nurses sun's success. Can be seen in the consumer demand, the foreign brands than national brands need more market research. Also in the marketing model, although the strength of foreign brands made in a class of high-end city's many shopping malls have become the But the vast land of China is the world's most populous market, with the cosmetics market, the cake bigger and bigger, all over the market, both showed different levels of the marketing situation, so even if a strong foreign brands, such as the tiger can not be in a short time full occupation of the Chinese market. So like
Jahwa to build high-end brand in Shanghai, Beijing and other cities began to flagship stores of different image, end brand image. Jing Run in the high-end cosmetics market focus pearls, entered the market in a class of large stores, opening stores in the second and third tier cities in search of agents, franchisees, sales channels to increase penetration. In the establishment of 23 sales offices, to conduct market development and services. Pearls in Beijing this marketing model run, on the one hand to grasp the advantages of direct sales terminals, creating a high-end brand image for product sales and lay a good foundation, and set a benchmark for product marketing, sales and marketing degree to avoid the confusion; the other hand, has done an effective sales network covering the market, expand sales channels, so that consumers can buy in the most convenient place to run in Beijing pearl products, improve product sales, increased market share, while also effectively enhanced the sales network to resist risks. The science of sound marketing network has become an increasingly Jing Run one of the most valuable intangible assets, as Jingrun Pearl a solid foundation for market share.
Fifth, the development of the country. Consumers of cosmetics,mac brushes, the same price, the same functional product, they often choose a more well-known brands. In the eyes of consumers, brands represent a more reliable quality and better service. Therefore, the operation of the system is local brand brand can win the key factor in the market, enterprises can achieve sustainable development is another source. In the cosmetics industry, most dealers do not want to distribute foreign brands, and yet had to distribute their products. This is because the profit margin of foreign brands is very low, only 1-2%, and even negative profits. But foreign brands often represent the brand, if you do not operate these products, distributors can not distribute grades to the high bench. So now the cosmetics market, like I did before, from a Dealers need to improve quality brand that consumers buy cosmetics and more rational, data to prove that: 65% of the customers is through their own detailed understanding to acceptance of new products, 30% recommended by beauticians, 27% through friends introduction, 28% is generated through advertising purchased.
Jahwa launch of the Theory of TCM herbal beauty care concept as the core characteristics of culture, advertising style, so Jing Run pearl brand building in the system, based on differences in positioning of the pearl cosmetics, the compilation of journals, books, issue of collection develop the market. In the marketing network construction, emphasizing the terminal brand image, emphasizing the integration and standardization of market operations, and to create a century of Beijing Run pearl brand development brand as an important strategy. Through this long-term, the system of brand building, Jing Run pearl pearl brand characteristics, high-end brand image has been gradually recognized and accepted by consumers.
sixth, excellent product quality, best price, so that consumers get the most benefits
product quality in the business development role in the process is self-evident, especially for cosmetics industry, consumers are particularly concerned about the quality of products. Foreign brands as the development of a long time, has a strong capital, and therefore entry into the Chinese market, bringing high technology, excellent quality products, the rapid occupation of the Chinese market. After the domestic cosmetics quality crisis, some of the local cosmetics companies recognize a good product quality is to the essence of sustainable development and growth, quality of products have started to work hard. Run to Beijing as the representative of some of pearl companies, adhering to the quality of the first business ideas into ISO9001 quality management system, the establishment of professional quality inspection department, establish a strict raw material purchasing and product testing processes. Jing Run pearls in these efforts has also been the market return, Beijing-run pearl products over the years of consumer complaints is much lower than the industry average, run in Beijing in 2007 Pearl was named
But cosmetics is a high value-added products, foreign brands cost control and brand building is built on a high-paying, high-return basis. Produce the same quality products, receive the same level of product awareness,mac makeup, the cost of foreign brands to be higher than local brands. The spirit of so many faiths of the national brand will provide consumers with the best cost-effective product concepts, such as the proposed Beijing-run pearl more prominent product, the benefits will be more profit to consumers. Market proved consumers Holy Spirit's. Excellent product quality,mac makeup wholesale, best price, so that consumers get the most benefit, not only to Beijing run to stay ahead of competition in the market pearls, but also to win the pearl market in Beijing run to win the consumers, average annual astonishing 50% of the rate of development. We have to admire the Beijing-run forward-looking strategic vision Pearl.
seventh, distinct brand culture, arousing the national consciousness of consumers
brand culture is the soul of the brand, there is no culture, brand image can not be prominent. Century-old brand in the world all have a distinctive brand culture, such as In the cosmetics industry, With the maturity of China's market economy, the consumer brand awareness, deep understanding of the brand, and had considered a and eventually lost the competitive edge is still unable to establish the market and consumers memorable brand image, attributed to the gradual demise.
early stage of economic development in the Chinese market, foreign brands rely on their many years of market experience, strength and technological level of enterprises, close access to the Chinese consumers, which is a lot of local cosmetic shape image of the reason, it can be said that the development of China's cosmetics market stages dictates. South Korean cosmetics market, foreign brands had the same very large market share, but with the rise of the Korean economy, Korean cosmetics companies mature, and now the Korean cosmetics market has been dominated by domestic brands accounted for, and at the same time in the world market competition, the start and foreign brands. So, as raising the level of the Chinese economy, China's cosmetics business growth, grow and mature, more consumers will call their own best national brands, national consciousness of consumers. The Chinese pearl beauty, pearl skin care and interest in the national consciousness.
China cosmetics market is in a period of rapid development, China's cosmetics market, average annual sales growth rate of 23.8%, the highest year of 41%, the growth rate much higher than the national average growth. Such a good market environment for the Chinese cosmetics companies to develop and grow with an excellent external environment. The face of powerful international cosmetics company, we have seen some powerful enterprises have taken up the banner of national brands. Them with the fierce market against foreign brands, the company has accumulated a solid strength, and accumulated rich experience in the market, already fighting the market's strength and strategy. Although the market did not become mainstream, but we believe that
