Cosmetics Industry Analysis Report: Cosmetics Marketing Model and Cosmetics Market Development Analysis 2006-7-9
Finally, when we look at sales, we will analyze various marketing methods of an enterprise, as well as market management, operation, culture, circulation and other details. Looking back is a better way for enterprises to find themselves. Now there are more and more difficulties in cosmetics sales. Some people say that the market is "congenitally deficient", while others think it is too "flattering". Whatever the reason, the current predicament of cosmetics enterprises is caused by their own factors. Theoretically speaking, cosmetics is an asset consumption stage, which is closely related to living standard and education level. Therefore, the regionality of cosmetics sales is more serious, but from the perspective of market sales, it is only a process of product refinement, and there is not too much emphasis on regional issues. So where are the restrictions on cosmetics sales? When people are calling for market integration and standardization, can we look back at the internal management, sales and growth of enterprises? Too much emphasis on environmental factors will intensify market contradictions, the situation of mutual competition among enterprises will be more illusory, and the real cosmetics thoughts and consciousness will gradually drift away from us.
Dilemma: The target market of cosmetics sales is getting closer to the bottom. "Visible and tangible" is a problem that cosmetics need to face directly. With the continuous improvement of the industry, educational consumption will push cosmetics sales to higher requirements of conscious sales. What the market believes is not gorgeous language, but solid action demand. At present, the price and promotion mode of cosmetics are gradually relaxed, and the market is also open to acceptance. The difficulty is that the original set of education promotion and image display has lost its power, or it has lost its power.
Myth: Cosmetic sales have a virtual image of prosperity because cosmetics must be combined with beauty, with the focus on floating on the face. Therefore, the false phenomena accumulated in cosmetics are related to their own connotations, including false packaging, false introduction, false specialization, false personalization, false technical quantification and so on. And it is not easy to make a virtual image.
Positioning: As for the word "positioning", it may be clear to make cosmetics, such as beauty, skin care, weight loss, equipment and so on. , have specific market positioning needs, so positioning is the most sensitive thing in cosmetics. Doing professional beauty makeup is a potential excavation and the result of refining the goal. The problem is that many companies use professional terms to promote unprofessional content, so the problem is matching.
Cosmetic enterprises need self-innovation in the process of explanation and sales, which cannot be the same as other similar enterprises. In terms of innovation, they also need to make clear their goals, which are the problems that the market urgently needs to innovate and which are self-contradictory. Enterprises sometimes need to "disguise themselves", at the same time show their true selves and highlight their effective side, so as to strengthen market share and find effective sales methods.
1, self-denial should be highlighted.
Why deny yourself? This question has actually revolved around the marketing field many times. Can consumers accept what they deny? In fact, this is a question of propaganda skills, and it is also the result of honest sales in exchange for modesty. When telling consumers the advantages of real products, they can also tell consumers the disadvantages of products, with the aim of professionalism, and at the same time, when denying them, they need to establish absolute confidence in the products. All kinds of effective mechanisms and effective components of the product can be interpreted together, denying the technical difficulties of its own shortcomings, but it has little impact on the use of consumers. At the same time, it can also inform the current market situation and technical reference of cosmetics. While denying technology and skills, we should highlight the original benefits of products and establish a relationship of mutual trust in sales. This will make consumers feel more friendly. We can also grasp that consumers are much more realistic about gorgeous language full of fiction, which will do little harm to customers. We will also strive for more trust relations, and then produce the consumption concept of continuous innovation of products. We can also release all kinds of new technological changes on a regular basis, and some that cannot be done can be released step by step without showing possible and imminent goals.
2. This mode should be practical and reliable.
The sales model should be practical and reliable. Specifically, it mainly depends on investment promotion and promotion. At present, the investment form is beautiful, and the follow-up management lags behind the development of the market seriously. While paying attention to finding distributors, enterprises pay great attention to the ideological transformation of product sales interests, including various preferential conditions and immature market prospects, which also leads to serious market illusion and relatively thin actual landing figures. Investment promotion can be carried out by lowering the requirements, including the experience of small areas, the experience of products themselves, the background of competitive projects, the results of actual utilization and so on. Without the need for massive corporate image display, and the product source does not match the sales face to face. Therefore, from the perspective of attracting investment, it is really necessary to examine various directional issues of products, such as scale, structure, standards, technical reference, competition mode, follow-up guarantee and personnel commitment.
The sales model also needs innovation, mainly reflected in the market interaction of the model. Now it seems that this interactive mode has potential opportunities. The interactive mode mainly depends on the sales structure of products, and can adopt direct selling and indirect selling modes. The management and sales skills of direct selling are more complicated, which need to be extended from the aspects of sales system, management objectives, sales skills and personnel training, but the market is easier to grasp by itself and the market situation is easier to straighten out. Direct selling mode is a practical and popular mode in recent years. The main field of cosmetics is skin care, but the appearance of more and more representatives from facial makeup will bring direct beauty into a new personality model. Indirect mode, in the field of daily chemical products, inherits the standard operation of monopoly and setting up counters, and strives to reflect a beautiful figure on the commodity display cabinet, which is easier to manage. But after all, consumers need to cultivate and have a rational brand sales environment, so they also need to face consumers directly and do a good job of image extension, mainly in the interactive link, so as to achieve the multi-faceted process of holiday promotion and peacetime sales, whether it is media operation, propaganda technology operation or attractive activities.
3. Consciousness should lead the market.
One of the problems of cosmetics enterprises now is that they like to follow suit without guidance. This is mainly a question of values. Specifically, there is no way to find out what they need and look at it in the market. Therefore, they are used to following the market later, especially some domestic sellers who act as agents, and their awareness of leading the market is relatively weak. The key is to understand the market and the relationship between customers. How to develop and break this situation and create a situation dominated by multi-faceted consciousness needs to start from one's own ideas.
When selling cosmetics, consumers also attach great importance to the awareness of products, which includes the practicality, adaptability and trend of products. Ideology is a problem that enterprises must consider. Consciousness is the standard for enterprises to implement. We should educate and cultivate consumers' beauty knowledge from service attitude, follow-up sales basic guarantee and supporting various preferential measures, so as to achieve professionalism in the industry, which is the ultimate need of product promotion. Form fields have a wide range. However, consciousness can be mastered artificially. Cosmetic enterprises need to pay enough attention to product awareness, especially in the overall operation of products, so that consumers can feel the internal motivation of enterprises when using them, and constantly call on consumers to continue to use products. In this way, the perfect combination of its value extension and consciousness will be a breakthrough in the sales field.
4, packaging depends on yourself.
The problem of packaging is an old one. We can see that all the packaging phenomena in the market are almost the same. Obviously, packaging is only aimed at competitive brands, and the compatibility between packaging and products is gradually declining. How to understand it? The content of product packaging is stipulated, but the forms can be varied, especially the problem of integrated packaging, and there is little research on the packaging of its own products. Individualization is only the difference of color, but ignores the concern for human nature. Consumers need to pay attention to the usability of packaging, such as display and reuse. In this regard, enterprises are almost blank in designing packaging, and mastering the preferences of consumption structure is the key factor, which is also the basic requirement of promotion. Therefore, packaging should start from its own product research and serve the market and consumers. Of course, it is one of the factors to be considered when establishing a feasible method.
Enterprises need to dress themselves, the purpose is to dress up as a relationship to promote sales, not false. When the environment and internal contradictions alternate with each other, dressing up is naturally regarded as a competitive advantage and a new attempt in this field. Only by combining the advantages of various products and enterprises, and then selling the image, can we accelerate the pace of promotion, win time and interests, and lay the foundation for the multi-level development of products.