as a business operator, you have to study the role and recognition of such areas of cognitive awareness.
it natural that the Swiss watch is the best in the world, so now the world watches are basically Switzerland;
people think Paris is a romantic, so he's perfume and clothing have been leading the world trend;
New Zealand is a recognition that people are riding on the sheep's back country,
Louis Vuitton Sunglasses, the global best-selling milk in New Zealand;
even in China, people generally agreed Shandong Sichuan liquor better than liquor, cigarettes, Yunnan, Shanxi, cigarettes more authentic than, Zhengzhou, Shanghai is more than representative of fashion ... ...
from a marketing perspective, challenges and business and must not attempt to change consumer perception, the correct way is to adapt this knowledge, you will be a landslide victory.
contacts in 2003, I once had a customer named John Hancock dairy industry in Shanxi, when their flagship product Why, because we all know is a coal-producing Shanxi vinegar and place, producing Even if your cattle base and then advanced, process re health, consumers are not willing to produce more milk Shanxi not accept, let alone a Shanxi where the sea? !
Therefore, the company cast even in the tens of millions of CCTV, invited Li Xiaopeng do voice, but the end result is throw good money after bad.
more mistakes many companies are everywhere in China, the Chinese cosmetics industry is no exception.
hit the United States, the West, the heads were asked An Yushu Zhang Huan Chinese Cosmetics to Go? They did ten years of cosmetics, and feel confused, and no clue.
In fact, the method is very simple, with Liu saying that
the world of cosmetics with
the development of the world's cosmetic industry and the future of course,
Louis Vuitton Outlet Online, also in line with
you should be able to predict New Zealand's milk skin care should be better than their prevalence in the world, such as France, Japan and South Korea's make-up make-up is not easy to accept Gengrang consumers.
This is the history of each country and region caused by the consumption of accumulated knowledge, a person or a business can not change, can only follow.
even a business such as Procter & Gamble described the area in Japan is a global hegemon, even in the field of cosmetics launched Oil of Olay, Olay, but the location in the world still seems awkward, slow growth, and why? Head & Shoulders brand director general of the original Chiang told reporters, because P & G is making soap started, has been doing is cleaning washing of areas such as bones have a very deep in the field of cosmetics, L'Oreal has a significant cultural differences, can no longer stand the field of cosmetic make-up to the same starting line. Even if the acquisition of P & G SK-II brand, but still not allowed to flourish, in 2007 a small crisis has been to the country under the SK-II counters, non-P & G marketing and crisis public relations is not strong, is not the field, As for Liu Xiang to sing the same
way in the drug store cosmetics in China
then, the world's perception of cosmetic products in China, what is it? In addition to the cottage before the effect of foreign brands and exaggerated, the Chinese cosmetics field of cosmetics is destined to occupy a place in the world, then the seat is most likely what is it?
It started talking about traditional Chinese culture.
If Japanese women beautiful and delicate, beautiful and ######y American woman, beautiful and elegant French women, Chinese women are beautiful and so subtle, in line with traditional Chinese aesthetics and values of women,
Last October , when a good friend gave me a shop, so you see even Zhang Ziyi Cannes Film Festival, many of the media used the most in her words is
So you see China's The cosmetics are also inevitably more than foreign cosmetics
analogy, China's cosmetics and medicine as they should pay more attention than foreign brands,
terms of this logic, the Chinese drug store cosmetics do can make the world seem brand to a place in the field of cosmetics.
Herborist has become the representative of the Chinese Cosmetics
When xenophilia no longer popular, the Chinese economy and Chinese elements with the popular, many Chinese industries such as home appliances, mobile phones, cars, without exception,
Fairy tales children always on the lookout of the, has been welcomed by many Chinese as well as consumers, even in the cosmetics field This trend is also popular. Who is the only overseas Chinese women's favorite cosmetic? Herborist the precise brand positioning, many years of careful, patient management, seems to have become the representative of Chinese cosmetics, much as a world class brand of cosmetics trend.
appears in Zhang Herborist worth of other places to learn Chinese cosmetic brands were:
1, precise positioning. Cosmetics are willing to spend abroad, there must be like pure Chinese cosmetics Herborist seize this demand,
Prada Sport Sunglasses, not xenophilia, focused only on herbal cosmetics. Even the development of pre-blocked into the mall, only to open stores in the street, or open Herborist SPA Center, enterprises are not profitable Herborist a unique Chinese patient and the rise now won;
2, completely natural products, herbal cosmetics targeted at Herborist drastically the original product line was reinvented developed a downright element is allowed in China; than natural together, the door lady and so is only to promote and disseminate oral Kampo beauty, natural skin and other apparently more effective.
3, effective public relations. Herborist ads are not many, of its very experienced in the modern marketing of the Road, with public relations to establish a brand, not the same as traditional cosmetics company started by advertising only a few well-known, not much consumer communication.
a world-class brand, Herborist need to make up classes
Herborist successful, has also attracted a lot of peers and media attention, but to become a truly world-class cosmetics brand, is clearly still a long way to go.
1, price clarity. Price level is not obvious which one is apparently done Herborist also insufficient, since it is Chinese herbal medicine, cosmetics to consumers than the traditional chemical industry more profitable, why not Wanglaoji price is higher than Coca-Cola, McDonald's Kung Fu price is higher than Like Herborist price position than the traditional mainstream of imported cosmetics it? Otherwise,
Miu Miu Shoulder Bags, consumers will have questions, you said your good herbal cosmetics, how to price it so cheap? Expensive, is a strong evidence to establish the brand.
2, channel mainstreaming. At present many mainstream shopping malls in China Herborist not enter, as a Chinese cosmetics representative, the channel morphology should not be cluttered but not mainstream, pedestrian or some SPA Hall suggested the gradual weakening of these channels for the brand Herborist The establishment does not help, the opposite is the interference. The channels focus on the mainstream stores and Sephora will be easier to establish on behalf of Chinese cosmetics Herborist reputation.
3, promote the tribes. Have to admit that a lack of Herborist fans, not like Lancome, CD, Vichy, and so has a fixed and growing loyal customer base. Herborist should clearly define their grass collection, with the rapid establishment of the power of tribal Herborist loyalty.
objectively speaking, has had Herborist a potential world-class cosmetics brand, so quite a lot of cosmetics, peer envy, but Herborist not smooth the path of the future, including particular attention to the female consumer mental grasp and just the right, to become a consumer of their tribal symbol or label, the only way to become a true Herborist consumers own brands.
with:
Zhang Huan proposed to give Two Girls trademarks Jahwa
Jahwa China can do a better brand strategy company, under which there are six God, can be taken Herborist, net and other United States and Canada a well-known brands.
But even so, a new round of spending Jahwa clearly underestimated the transformation for women's rights and consumer spending trends in branding such preparation is not enough. The most obvious example is the recently introduced its high-profile Jahwa very high value and preparation of the Two Girls Soap 300 yuan, is to attract a lot of attention, but still road Zhang said: Two Girls future is not good, perhaps even as early as Maotai beer caused some concern, but soon calm, finally died.
Why? According to Sang marketing consulting marketing consulting experience, Two Girls seemed to be doing something against the law of things and brand awareness.
1, soap and pagers, as are film cameras will be out of the category, brand strength to push Jahwa even then can not reverse the big consumer trends;
2, Two Girls brand is a long history of the brand, but not the same, and Tong Ren Tang, drugs, antiques,
Louis Vuitton Handbags, calligraphy and painting, the more better with white wine, cosmetics or household items may be different, every consumer like your current fashion instead of
3, a small victory Herborist carried away Jahwa mind, enlightenment Herborist success is not accidental, because the footprint of a The effort to seize the essence, is a historical given Herborist opportunity, not a professional manipulator of the preliminary result is victory. No doubt, Two Girls for COPY Herborist that the brilliant, over-confidence.
4, Two Girls and a fence will be the brand of live birth and death cases, soap and perfume can share a brand name it? No! Let us wait and see, be their own brand and a business alert, and verify whether Mr. Chang put it right. Prior to that, Mr. Chang has said similar cases, such as mining quiet, the so-called private parts is just a nice shower gel concept, not a promising brands, such as the door of the private clothing, do not look after Zhang, and witness his creation to the final disappearance, very sad. Two Girls not want the next one.
5, Jahwa is likely to become China's L'Oreal, this is only time and the detour problem. Need to be reminded that any brand was created not by category but by operational efficiency strategies, Jahwa if you want to save time, you need to focus on brand management rather than the nature of the victory of the surface or the management of initial success.
Two Girls Nie Bahan
the same time, that stubborn,
In the last near New York Fashion Week, two sister brands will be a sacrifice.
day before yesterday, an interview with China Business News, Zhang,
Chanel Bag Outlet, Q. Zhang's views on Two Girls, Two Girls Zhang Jahwa the brand of constructive comments published as follows, was also investigated.
give up Two Girls TWO GIRLS
the brand name is a native of China and the Chinese and English name, do global brand is not conducive to carrying, Zhang proposed to give up.
some brand essence should be killed rather than back from the dead, such as the United States, Kodak in the digital era should retire or die, rather than continue to follow the trademark Kodak digital camera to do. This is the price of Kodak worldwide each year these factors are more than 200 million. Kodak consumer awareness so profound, and not a good team and marketing can change. Kodak Kodak right to retain the company launched a new brand to embrace the digital era and the establishment of a new digital camera brand.
Similarly, Two Girls, too, its historical mission has been completed, the wishful thinking is not the task of carrying Jahwa.
a brand new creation and the establishment of more promising than the so-called resurrection.
start with perfume category
Jahwa soap, if not take the media as a gimmick to flicker, then the new luxury brand of soap as the main category will be very wrong. Because soap and pagers,
Monogram Canvas, and will soon disappear as a low-cost category,
Chanel Handbags, not suitable for luxury. Of course, many people will ask, with 60 diverse Evian water, why not have 300 or soap?
because water and healthy food, water or milk can be high; but the cleaning supplies to not work because housewives do not want to spend money again even if the money wasted clean clothing. Moreover, many rich people are, please nanny, or dry cleaning, and perhaps the world who got a little older, or are willing to pay big bucks for their clothing the person may Zhang believe that not many around the world.
Similarly, Jahwa the brand must not focus on skin care category, because the high-end skin care brand too much, mostly the international brand.
Japan's Shiseido
may be a reference, but note that the background of the birth of this brand Shiseido is a Japanese super love makeup and patriotic. China? Is common xenophilia, showing off style consumption? Northeast tiger installed sales is generally the truth. Kuo Taitai pass a few people do not know the clothes out.
Similarly, there are several Chinese women are willing to use other people do not know the brand of skin care? Women are more Chinese high basic narcissism, has formed its own set of makeup or skin care experience, they will give Jahwa chance it? Zhang necessarily.
Jahwa the opportunity to stay in, the smell of the Chinese people like to be like the Europeans, the Chinese incense has a long history, there is accumulation, there are different, it is worth entering.
Can be seen that the attitude of Chinese people perfume.
, of course, still do Jahwa Road, Zhang did not allow the luxury skin care brand, the real meaning is to Jahwa master rhythm, the luxury brand category should be introduced instead of skin care products, fragrances, skin care products perfume do share a certain visibility and re-entering late.
to do luxury, not fast.
Masculinity
without exception, without exception, pay attention to any global luxury brand fashion products and brands, design, or even that form than content, because the consumption of luxury goods consumers need adequate sensory pleasure, not just only functional requirements.
therefore recommended that high-end luxury brand image Jahwa sure to please the international design master surgeon, whether it is product packaging, store design or advertising posters, publicity.
even the person in charge of the brand, it must be full of personality and fashion sense of the elite. Because quality and not quantity, so to some extent responsible for the human personality is the brand's personality.
he should be a male, as men view women and captured the high-end insight into the heart of woman.
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- From the rise of Herborist way out of Chinese co
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