down again and again the results
from a variety of data, high-end cosmetics situation has become worse. This season the company's financial statements for each declaration of the economic crisis does come.
Elizabeth Arden, the company announced preliminary second-quarter 2009 sales data: estimated at 365 million net sales to between 370 million U.S. dollars, down from 12.5 to 13.5 percent. Chairman e.scott.beattie said: The actual second-quarter sales fell by 6.5 percentage points, in this case, Estee Lauder had to reduce their full-year expectations.
Christmas, New Year, Chinese New Year has always been focused on high-end cosmetics, the time to do activities, but this year a change in consumer buying habits in previous years, complete sets, what is often the lack of a single product to buy, off price was decline. Had their hopes of gold in the holiday sales season, this season's financial statements for each company's executives are no longer blindly optimistic. For high-end cosmetics, the correct understanding of the current situation, stabilize the sales Lianhaoneigong become the primary task.
lonely at the top end of the market
2009 year, compared with the mass consumption of cosmetics, luxury cosmetics face more problems.
economic crisis, the first reduction in the consumption of luxury goods. For some non-essential spending,vibram 5 fingers, people start to become cautious. The difference is the mass consumer market, the impact is relatively small, some even with offers for higher quality original consumers to change consumption habits, the use of relatively inexpensive from the Volkswagen brand, high-end cosmetics, part of the customer loss to the mass market. Moreover, once consumers find the higher cost of cosmetics,mac brushes, eliminating the mystery for the high-end cosmetics, its loyalty will be transferred to other brands, even if the economic recovery,mac makeup, high-end market in order to re-meet back to this part of the customer base is no easy task.
to avoid economic crisis, more tools for mass consumption of cosmetics, it can reduce the discount, buy more free and some promotional activities to increase their sales. In emerging markets like China may seek to expand sales of more regional and channel sink to the prefecture-level cities and even rural towns continue to tap potential markets. But the high-end cosmetics obviously difficult to change, due to the impact of its positioning, cost and price are limited to their narrow high-end market, unable to tap the broader goal of segments.
view of the mass appeal of the brand for consumers,mac makeup wholesale, department stores have begun to change the practice of the blind pursuit of high-end brands, increase in public spending on imported cosmetics. For example, targeting high-end department stores in Xi'an Golden Flower century, in the South Street New Zhangdian and bell tower shops are more likely than popular brand positioning.
compared to those high-end cosmetics franchise company, P & G brands that the company has a multi-level appears to be relatively easier for the day. After all, no matter how difficult the economy, those who used to use Head & Shoulders, Pantene, Rejoice shampoo customers will not be on how the consumer care about, but the data show that high-end P & G fragrance business has a substantial decline in sales.
