Analysis of network marketing strategy in cosmetics industry

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New economic development situation has brought new marketing rules, 21 is actually the era of network marketing, this new marketing concept is leading a large number of outstanding traditional enterprises to network marketing, which is the most representative of the "hundred finches." The hundred Gazelle is the national brand name, through in recent years in the network marketing active exploration, gradually from a declining old brand to become the cosmetics industry hot brand. Of course, to "Poly beautiful Products" "grass set" and other emerging cosmetics brands as the representative of emerging brands are also using network Marketing to achieve the curve overtaking, gradually in the cosmetics industry rise.

China's cosmetics industry has always been "chaoyang industry," said, has a broad market space, while the competition is unprecedented fierce. With the general collective of the Internet, an unprecedented network economic revolution is quietly changing the competitive landscape. Internet marketing is both an opportunity and a challenge for many cosmetic brands. Is the use of network channels to achieve the brand of the magnificent transformation, or in the information technology era was eliminated annihilation shop? It is a problem that every cosmetic brand must think carefully.

Marketing Status of cosmetics network market

Cosmetics Network Marketing is the integration of traditional cosmetics sales channels and network sales channels. For the network market, in the Internet after the rise of a new marketing approach, and the cosmetics network marketing channels is still a new field, we need to continue to explore research. Although China's cosmetics network market has lived a long way in recent years, but its capital strength, industrial institutions, sales model compared with the developed countries in the world, there is no small gap. Most cosmetic enterprises are gradually developed in the last 30 years, the weak industry base is the basic reason for the imperfect sales of cosmetics network.

Second, the problem of cosmetics network Marketing

Although the prospect of cosmetics network sales in China is broad, it still faces a lot of difficulties and adjustments in the implementation of concrete practice. There are still some problems that can not be neglected in the whole network marketing practice. The main performance in the following areas:

1. The market environment needs to be improved

Cosmetics are synonymous with fashion, with small size, high value, convenient ordering features. Cosmetics Online Mall and Taobao for the two main positions of cosmetics network sales channels, the main consumer groups or to 18~30岁 young people, from the national consumption and public consumption still have a lot of distance. To truly popularize network marketing, we must cultivate the audience's consumption concept and consumption habits, put more consumer groups into the Network Marketing category. Therefore, cosmetics Network marketing environment has yet to be further explored and improved.

2. The spread of fake and inferior products

In cosmetics network marketing, although the vast majority of enterprises and brands can operate in good faith principle, but due to the characteristics of the network itself, lack of supervision, or some businesses in turn, the production of fake and shoddy products for sale. This will undoubtedly hurt the enthusiasm of consumers, and ultimately hurt the development of the cosmetics industry. This requires the entire cosmetics industry to strengthen supervision, in the national laws and regulations, industry supervision, business self-regulation and supervision by the people, together to create a good market environment. Adhere to the integrity management, to eliminate fake and inferior products.

3, the marketing strategy waits for the innovation

Now the network sales problem urgently needs to be solved, the concrete performance is low in the marketing strategy level, the profit is low, the majority enterprise also lacks the mature marketing pattern, is still in the Stones stage. For example, many enterprises do cosmetics promotional activities, often simply to display merchandise information, contact the way to order to show consumers, and then hit the price war, to reduce the cost of profit space to gain more market share, this is undoubtedly a rough style of marketing. Cosmetic enterprises to be resolved as soon as possible.

Third, the cosmetics Network marketing strategy suggestion

With the increasing competition of cosmetics network marketing, the development strategy of Network marketing is the established strategy of cosmetics enterprises. In this general direction, network Marketing is no longer a problem to do not do, but how to do, how to do a good job. The formulation of a sales strategy, must refer to a number of factors, often a very small error, will be in the network of unlimited expansion of fermentation, the ultimate formation of "butterfly Effect", to bring immeasurable losses to enterprises. Therefore, the establishment of rigorous, scientific marketing strategy is the key to further development of cosmetics enterprises.

1. Brand Strategy

Cosmetics Network Marketing brand strategy mainly in two aspects, one is the brand positioning, but brand publicity. Network Marketing product sales and services must be in line with brand positioning, and its target customers are also based on brand positioning to explore. Whether it is brand promotion, consumer group development, or cosmetic product research and development should be done in step, each link is interlocking. For example, a brand positioning for men's skin care, if the consumer groups aimed at women, or to target the propaganda target for the female group, it is undoubtedly the opposite behavior.

2. Price strategy

Price war is a kind of unavoidable way of any market competition, it is cruel, but also very effective. Because the price strategy is to reduce the profit space of the enterprise, with the cost of market, which is in the initial stage and the stage of the cosmetics brand, is a way to try. But keep in mind that price strategies are not just low price strategies, sometimes free strategies (such as now more free trials), and high price strategies are very good pricing strategies. In the end which way is good, or according to the enterprise's own strength, the purpose of the customization strategy and so on to determine. For example, a new product listing, can be free to use the way to allow more consumers to recognize the understanding. If in order to enhance the brand grade, can use one to two high-end products, to sell in a high price way.

3. Service Strategy

Service strategy is to use a variety of network services to achieve promotional products, enhance the brand image of the way. Specific can establish member system, distribution network, network settlement system. Through the membership system can strengthen the relationship between customers and enterprises, increase the communication between each other, cultivate customer loyalty. Distribution system is now more than the enterprises are doing in the way, that is, the use of distribution platform, so that more small businesses become large brands of agents, channel operators (with the definition of traditional sales), so as to quickly seize the market and gain more market share.

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