Shouted the world's financial crisis in 2009, when the men come out early 2000, France Elena Dementieva successfully developed the brand new series of sales over the same period in the history of rise, not fall.Seen a huge blue ocean market, the market has experienced hardship and wandering, the Chinese men's cosmetics industry into the high-speed growth, and women cosmetics began par, walking on the highway.
Loss strategies and requirements
Growth in men's cosmetics, many companies (especially international business) in accordance with the idea of women cosmetics brand promotion, whether it is clean or white, are from the product point of view, but whether it is advertising or activities, by virtue of the function line,As everyone knows, men's cosmetics, the main user groups - a very successful man is a rational, thinking, and a considerable crowd, it was once the men's cosmetics market has great potential, but tepid situation.
The so-called strategy is to allow consumers to heart and reason to buy.Or take the women we are most familiar to the cosmetics industry for example: whether it is "Bouncing Bouncing away crow's feet" and "beauty pill" dream, or a "surprise, start from the skin" and "Olay" temptation, or "firming"The "Lancome" story ... the reality is around the target group needs and psychological needs to carry out.
If the "really worthy of this treasure with a large face," is men's cosmetics industry pioneer, in line with the characteristics of an era.That "Biotherm"'s family name, whether the product or strategy ideas are followed, "cleansing", "moisture", "deep cleaning", "Sun Care" and other ideas, these are women's cosmetics and Fuji successful CheatsFamennian, but for men, these features just are not a necessary condition for them to buy, so, only the "I will not allow his face tired," the appeal, and advertising creative for the cause of the busy men, corresponding with sufficient lethality.
"Tired face" and "busy day", is typical of Chinese elite, it has achieved greater market recognition.But the problem lies in the image of the spokesperson who, Daniel's age and social status want to select a product successful man, there is some weak force.Later, the use of international stars Pierce Brosnan • in this regard should also be reasons, international, high-end, successful people to become a major men's cosmetics brand positioning and consumer characteristics.
Deep into the lives of men, to analyze the man's life trajectory, mining men and the most pressing skin care needs of business each day is an urgent task of the brand, if you can not get out of the maze, Ms. Day, this is very dangerous.
Whom?This is any business should be very aware of, to do high-end brand, sold in the side walk, low-end accounting for share, this is the truth, but the men must put aside purely cosmetic product features, the social marketing of the big stage.According to the author's thinking and understanding, "respect", "cause", "success", "color" and "attitude" These words can be used as the creative direction of men's cosmetics, but must be able to fall, and influential.Practical and enjoy the success of the errors, the high-end men's consumption is certainly not the only feature, so when the "resonant" The launch of men's series, when many companies only to find men more than a day is the huge market.Tony Leung from Chhnang to do with P & G's products, "Head & Shoulders," the spokesperson from the shampoo product after product to be, shall, as a breakthrough in daily demand, in-depth development, which is the most sensible choice, but also expand the marketshare the magic.
The pragmatism of the so-called men's cosmetics, is to start from the existing demand, the demand for centralized and guided by the brand.Appropriate price can go high-end positioning, and can be expressed in a professional brand to break through.From the current market reflects the view, "resonant" line is correct, a very large segment of the market, but also become the first brand.And we look at the current care type brands, whether it is better terminal layout Nivea, Mentholatum, L'Oreal, is more prominent brand, Lancome, Shiseido, its flagship brand strategy is not obvious,There are "large" is suspected.More importantly: in the fierce market competition, why customers choose you?According to the author's understanding, the brand must be done, but also a long-term strategic plan, but even more urgent in the face of the Chinese market, "the concept of demand."Can write virtual realism, but the potential demand to dominance, the user's desire to buy major tease.For these men, the price can really not a problem.Or example, we talk about Clinique, Ding Yi, Dongyangzhihua men's cosmetics line, can think of it?Is the moisture, or care, is activated carbon or deep cleaning?Men can take the luxury cosmetic line, the main strategy is the professional line, such as Elena Dementieva cinema series of special conservation products, natural beauty salon is the benefit of men, this time is no longer price competitive, but not exclusive competitionbut the influence of the brand, product results, services, competition, the profit is quite substantial nature.
When Longliqi vigorous day of a big-time, many Japanese-based giant did not wake up.This is the right way to market the site to obtain their own masterpiece - snake ointment, a simple but powerful.And promotion of innovation in Japan, where sales should be?This seems non-issue.However, many enterprises still lovely chaos.
Men would often visit cosmetics counters it?The answer is no.It was a place where men deliberately keep their distance, even if a loved one to accompany only symbolic views.So on a pure man we must think of the store under the customer's traffic and recognition.Successful man frequented places such as hotels, clubs, clubs, clothing stores, upscale hotels, many of which are men smoke and accurate marketing cosmetic paradise, but the cost is relatively reasonable (and relatively large terminal monopoly), but many companies is not wellplanning, waste a lot of promotion expenses or misplaced.P & G must be after the first efforts to promote the product and there is not much, why I still have a high market share and keep returning it?The first is professional brand Gillette, as well as bundled sales results.After several years of tracking our team and market survey, market men's "brand association and bundling" is very effective, such as suits and shirts, ties, cigarettes and liquor, cosmetics and perfumes, are co-branding can be the so-calledintegration of resources, in fact, under the business invested in a reasonable state of order, and form the largest force, so the Nivea for white-collar workers and Adi go faster, because that is more popular channels, to promote more market-oriented neither highbrow, but also independent of the profession and demonstrate brand strength.We say Biotherm, Shiseido and the like take a high road, this property is from the brand positioning is correct, but too extreme high-end line is also very frightening, prevent some of the crowd of "brand engagement" and "to choose. "These, it is the basis for men's cosmetics bigger elements, as I promise (Shiseido's products) is aware of the danger into the "Watson."How to roll out the product channels into more office people, the vision of professionals, which is related to men's cosmetics and pattern of life and death is a major event.From marketing to analyze the daily chemical products, reflecting the current market is precisely the analysis of business-to-user population is not enough.Ms. product promotion sent product, which is correct, because just a small benefit to seize the women like the characteristics of small cheap, but men tend to value the brand, quality and dignity.So not a lot of gifts in the marketing of similar products (except for shaving products), but out of products, from men's psychological needs, such as giving financial books, custom-made electronic products (such as USB), card, etc.and will form a brand mark, corporate brand image to help accumulate and product sales.
Brand personality of confusion
Mentholatum lip balm, Adidas must be before, after the daily care of Nivea, L'Oreal, are undoubtedly high maintenance ... ... on behalf of men's cosmetics, but from the perspective of brand influence.Not all add up to "Rejoice" brand recognition is high, this is the brand flawed.In the male world, Marlboro is successful, because he has an irreplaceable sense of image and brand; Goldlion is successful, because he became a man synonymous; ZIPPO is successful, because he became a symbol of man ... ...men's cosmetics, what a man living in what role, occupying what kind of psychological status, which are business must face.Why go Adi products faster?A man's brand mark has played a significant role.
If the women on the benchmark product is diamonds, that benchmark is the day of the men suit, suits and more to learn marketing, perhaps the day for men of great help.Because from the perspective of the basis, from the "white spots on the clothes" to "tired face", in fact, go the same route, is the "social product breakthrough," while today's men, the main incentive to buy is still the social and personalimage-building, and all this is a brand standpoint, is the cornerstone of the brand personality.If any men's social enterprises to become "consultants", and that the choice of products naturally a matter of course.Men's cosmetics products is definitely not an option, but not the daily care of the tool, but a status symbol, only to establish a unique brand image, and the continued promotion and dissemination, in order to make the brand name to become the core competitiveness- the same as perfume, what perfume, what level you are on behalf of the people, men with this and encourage each business day. |
