西安储罐防腐公司:New channels of marketing cosmetics

来源：百度文库 编辑：九乡新闻网 时间：2024/04/29 04:21:31

                                 New channels of marketing cosmetics




When health care products to cosmetics to sell

    "Vichy" is the world's first sale into the drugstore cosmetics brand, in July 1998 before formally enter the Chinese market, there is a very long time to prepare. Nearly two years Vichy survey showed that most women will only think of when sick pharmacies. Also, because of this, a pharmacy to most people feel is a professional and safe. The Vichy bring health to the skin is a brand, its market positioning in the high-end, the target consumers are rational, more easily accept new things, pay attention to the brand while bringing health of women do not care about price. This coincides with the pharmacy's professional image, in fact, its sales in pharmacies but to the health of the consumer a more professional image, which create the image in the minds of consumers is immune to any publicity gained.

    "Vichy" in the world of packaging used, the counter are all unified by the French L'Oreal headquarters in the design, thus ensuring the image of unity in the world, gives a more professional feel. Vichy blue and white packaging to the main, elegant nature, did not seem too much modification, very much in line products fresh and healthy image.

     In fact, in the early stages of Vichy, listed and did not take any advertising strategy, advertising is only the beginning of last year, only used the print media, advertising around the idea of ??a "source of healthy skin." Vichy, in particular highlighting the product is imported from France, and made use of Vichy spring water, this spring water containing minerals and trace elements that can bring vitality to the skin alone is enough to distinguish from other cosmetics, gives the impression of natural health, all of the ads highlight the different screens of different water to bring the skin, the combination of natural beauty and water, gives a strong visual impact.

Busy with their own brand of follow-up

     When the international brands make good performance in the pharmacy at the same time, some domestic brands also optimistic about this advanced marketing strategies. "We want to take full advantage of pharmacy advantage, to take circuitous tactics to avoid counter the high cost of inputs, advanced pharmacy terminal, reducing the risk of competition, so as not to be drowned in the mall cosmetics counter. And, more enhanced products into trusted pharmacy degree, the concept will appeal handy. "listed only 3 months of sales in pharmacies do well on the admissibility eye mask company official told reporters said their marketing strategy.

     Can be adopted for the marketing staff, is probably the most impressive performance of the product input-output ratio has reached 1:3. Even distribution of cosmetics in pharmacies has been the boss Vichy had to sigh, domestic brands in this market is indeed growing rapidly. They are closely watching the movements of rival pharmacy.

     Recoverable in the marketing and publicity to the pattern of more or less in line with internationally renowned brands. Packaging, can be taken very special, the main color is blue, fresh, elegant, traditional Chinese medicine plant for the performance of the precious screen, giving the impression of pure health and enhance the effectiveness of persuasion. On the container terminal is clearly different from other cosmetics. And packaging products to strengthen its unique "Kampo seductive Law", make our products more cultural tastes. Publicity through the media into a series of step by step guide to fully and quickly captured the heart of Ms. Amy. In addition, to prevent the loss of their potential customers can be taken is still the major supermarkets, drug stores located in front of Showcase to attract customer attention. Miss dressed in blue and white recoverable equipment, on-site product demonstration for the audience enthusiastic, Herbal Treatment dissemination of knowledge, but also by the "Sight Day," a big issue, holding prize solicitation activities, and consumers face to face      communication, rendering active atmosphere. It can be seen, everything can be taken are sparing no effort to spread a healthy message, develop an eye care habits of consumers.

Do the same strategy tactics

      Compared with the international brands, national brand marketing in the walk route pharmacy Although there are many similarities, but careful analysis, they are still not the same strategy. The first is the cost, Jiang Qing, told reporters, Vichy in the pharmacy marketing costs are not low, as Vichy imported products, to the dealer's prices are unified. Which can be taken to different pharmacies sell the reason to go route, in addition to the functional demands of different from other brands, the cost should be said that is a very important factor. Recoverable also admitted that infiltration of pharmacies not only preserve their strength for the subsequent large-scale expansion, save marketing costs, and accelerated capital operation, in a very short time you can get cheap results.

      This also is the national brands and international brands are different. Vichy pharmacy marketing strategy is to do in the end, and as such can be taken mainly by domestic brand strategy to avoid the pre-pharmacy direct competition with rivals to quickly build brand awareness and consumer groups, and then spread to the shopping goods supermarket, this way, we can ensure that just listing the new products in the market to maintain a share and quickly to prepare for the next step to recover the cost of new product development.

      International and domestic brands despite the difference in strategy, but they have caught a differentiated strategy, and successfully expanded use of pharmacy advantage, establish their own unique brand image, which is the emptiness that they can come face to face in cosmetics , continue to smoke in areas key to a breakthrough.
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