Chen Lizi to emulate Vichy: The key to drug makeup is not just marketing

Illustrations/Chen Ting cosmetics, in countless brand wars, has already become a red Sea of blood, but there is still a blue sea ——— medicine makeup. Domestic drug market demand is growing at a rate of more than 8% a year, is expected to reach 8 billion U.S. dollars in 2010.　　At present, the domestic retail sales of pharmaceutical cosmetics only accounted for 2% of total cosmetic sales, pharmaceutical market has a huge growth potential. However, the domestic drug makeup is still Vichy, Avene, Skin Spring Three foreign brands of the world, the domestic drug makeup breakthrough where?　　At the end of this month, Chen Lizi Pharmaceutical makeup on the market, the company's thoughtful Chen Lizi factory director Ouyangqiang said that the key is the product category, store selection and product inform the way. A look very beautiful medicine makeup market, how nuggets?　　Chen Lizi Pharmaceutical Makeup China's total distribution ——— Guangzhou Li People's Bank commercial Chain Co., Ltd. Chairman Zheng that the current Chinese drug makeup market has just begun to revive, there is no mature to learn from the stable business model, the run-off is nothing more than channels and marketing. Mixed channel, hedging strong brand squeeze "This is still a new blue sea, we prepared 3 years before the introduction of drug makeup, not a market late." "In response to the Chen Lizi drug makeup to be listed at the end of this month, Ouyangqiang said that Chen Lizi the test water market is the three series of new herbal function skin care products, including licorice anti-acne series, Ginkgo moisturizing series and herbal Live Yan series of more than 10 single products. Product positioning in the general working-class consumers, the price set in the middle grade.　　and plans at the end of this year to layout men's medicine makeup, will also launch the elderly use of medicine makeup bath gel, let middle and low consumer groups problem skin care and maintenance have more choices.　　After positioning the product, Ouyangqiang that the next key is channel access and marketing. According to authoritative data shows that the current shopping malls counters or women to buy cosmetics channels, basically occupy a 80% of the market share, into pharmacies to buy efficacy cosmetics customers accounted for a limited proportion.　　However, Vichy has been successful, creating a "world only in pharmacies sales" marketing model, the establishment of their own professional skin care brand image. Ouyangqiang that the "Vichy model" created by Vichy in the process of localization in China has established its absolute leading edge.　　For the later entry of the domestic pharmaceutical companies, mixed channels to hedge the strong brand caused by the squeeze, the relative reduction of market pressure and operating risk. Thus, Ouyangqiang decided to Chen Lizi drug makeup locked in the "pharmacy (O TC) + supermarket" mixed channels. "Through the introduction of the general agent, as well as Guangzhou Pharmaceutical group, the health of the people, Cai Lin 200 of the pharmacy channels, to layout the marketing channel." "Traditional cosmetics channels are expensive, cumbersome procedures and slow money turnover." Zheng said, "Chen Lizi if go professional line channel, Affirmation is dead, because professional line walk is beauty salon channel, although the profit space is big, but lack of supervision, let the brand in the situation of treading on eggshells, obviously is the brand enterprise is unwilling to accept." "And the entry threshold and cost of OTC channels are relatively low., it depends on whether the enterprise has a clear positioning and real professional channel strategy. 2008, the Chinese cosmetic market entered a real "new channel exerting force year". Many international brands have chosen a variety of channels for common development.　　For example, Shiseido not only has shopping malls counters, there are some products in the supermarket shelves, but also in the franchise outlets have their own stores, and D H c to open the network and telephone two sales channels.　　Zheng that the internationalization of major brands have been dabbling in many areas of sales channels, fully prove that the combination of channel mix sales methods more conducive to product sales and brand building, and consumers in the purchase of cosmetics will also have more choices, the purchase experience will be more perfect.　　Learning Vichy, "new and old customer business management" has a channel positioning, how to draw close to the channel and effective implementation of the promotion strategy? Zheng said, Chen Lizi Medicine makeup use compound marketing.　　In addition to taking the drugstore counter and supermarket sales form, will also enter the real estate community, and Chen Lizi pharmaceutical products under the joint promotion. In the channel terminal, Chen Lizi pharmaceutical makeup will be through their own professional beauty guide, to help customers understand what kind of cosmetics most suitable for their own, with the market started, pharmaceutical makeup will introduce a series of trial and promotional measures. "Chen Lizi drug makeup hope that in the course of market cultivation, can cultivate a new consumer groups."　　"Zheng said. Zheng and reporter exchanges, Vichy by virtue of annual sales over 1.5 billion yuan of impressive performance, jumped into the current Chinese pharmaceutical makeup Market benchmarking enterprises. Vichy was able to achieve great success, the key is that the whole business process will always revolve around the new and old customers business management as the core line, such as: through product advertising to attract customers, the use of an effective trial experience to attract customers; second, the work of the old customers is more nuanced, such as in the member feedback, Integral exchange and skincare experience sharing teaching and so on.　　These bits of work is what local companies should learn. With the growing competition in China's pharmaceutical market, new projects, products listed, there is no advertising does not, but with the advertising budget is not necessarily a success.　　Zheng said effective balance and ensure the right amount of advertising input, the target consumer groups of the chain interaction as a study object, to strengthen the product experience and product trial for the prospective consumer, strengthen the consumer's value chain management (database) and all kinds of social public welfare activities, these are also to enhance the value of product brand effective way. Overseas marketing model is more than hard to understand, before Christmas in foreign countries, coincides with the sales season of cosmetics, every 3 dollars in skincare expenses, there are 1 dollars is spent on a certain pharmaceutical brand products.　　Foreign mature Medicine Makeup market, its marketing promotion technique has its own advantages.　　French medicine Makeup: Few promotions because the climate is drier, the French attaches great importance to anti-aging maintenance, so French pharmacy best-selling maintenance category, almost all are anti-aging, antioxidant functional products. On the French street everywhere PA SH O p Drug Store and walk is the chainOperating, a bit like the Chinese market "Watson" business strategy. Although the drug store PA sh o p is cheaper than the cheapest drug store G ERM A in D espres many products sell at a price of 1-3 euros, but due to the chain layout of PA SH O p Stores and the scale effect, the Frenchman seems to be for PA PA　　SH O P is preferred to have added. In France, the drug store to buy pharmaceutical products, generally rarely encounter promotions, in addition to holiday discount activities.　　If customers want to get more concessions can only start from the tax rebate, because as long as the day of the purchase amount of 170 euros can handle the tax refund business. American Medicine Makeup: The professional success of the U.S. pharmaceutical makeup market is not so much a drug makeup brand, as a skin department brand.　　Although the effect is significant, but not suitable for long-term use.　　In the United States, a number of drug store chain will set up a professional dermatologist in the store, and physicians have the obligation to different customers individual differences to recommend targeted pharmaceutical products. The United States of the pharmaceutical shop for the franchise brand chain management nature.　　The market is mainly three different brands of large chain drug store-led, they are male-dominated the U.S. 80% of the drug market, so Americans are often accustomed to in these three brand medicine shop to buy their favorite medicine makeup products.　　In addition, consumers can also through the pharmaceutical makeup of the portal to order goods, the above detailed list of goods in the shop information, shop discounts information, the price and in the physical shop is the same as the purchase (excluding freight).　　Japanese medicine Makeup: good at promoting Japanese medicine makeup not only fashion, but also the price of the people, the Japanese young girls very much like in the drug store treasure hunt. In Japan's pharmaceutical makeup shop, in addition to finding regular care products, can also find a variety of exquisite beauty props.　　Just manicure, nail a series of products there are dozens of kinds of, cosmetic cotton also has more than dozens of kinds can be selected. Because the Japanese medicine makeup market competition is extremely fierce, so many Japanese pharmaceutical makeup chain gesanchaiwu or many times a day will appear price promotions, in addition to price, product point feedback, there are gifts to choose from.　　Because the Japanese drug store elimination fast, sell bad products usually three months will disappear. Many Japanese drug store stores in the shop are free to provide some disposable cosmetic products, in addition to the eye-catching position in the store also hung and posted a "please feel free to try!" "," reasonable meet, try a polite "and" please leave your valuable comments, there are gifts! "And so on warm tips. Reporter Zhouxiao Noun explain what is the drug makeup? In the press visit, the industry said different. There is a view that the so-called drug makeup, refers to the cosmetics sold in pharmacies. There is a point of view that the drug makeup is for the problem of skin groups of special cosmetics and personal care products.　　It can be seen that in the domestic market, there is no precise definition of drug makeup. The concept of drug makeup originally originated in Europe and America. In the United States, academics think: where FD A (U.S. Federal Food and Drug AdministrationIt is a cosmetic product that contains pharmaceutical ingredients rather than cosmetic ingredients. Comment on the project point: Lango Chi International marketing consultant, CEO Uffie Pharmaceutical Products is an emerging market in the cosmetics industry, especially in the area of skin anti-aging.　　With the advent of an ageing society, it is increasingly appealing to consumers seeking wrinkle-resistant functions.　　Compared with the pharmaceutical industry, pharmaceutical products are more profitable than drugs, and the entry threshold is relatively low, attracting a lot of professional and technical equipment and strong financial strength of the pharmaceutical enterprises. According to our research, the field of pharmaceutical cosmetics in the domestic development is not fast, Chinese medicine makeup market as in the 60 's Japan market. At this stage of Chinese medicine makeup is still in early childhood, that is, drugs, cosmetics and commodity combination and low-cost sales period, health, beauty and convenience shopping in one of the drug makeup model has not yet formed. Many domestic enterprises plunge into the market, some people to fight gold, some people struggling.　　Different results, the fundamental lies: there is no real stand in the consumer position to consider the marketing of pharmaceutical stores. Chen Lizi The introduction of drug makeup, will be locked in daily cosmetics and pharmacies (O TC) mixed channels, through the introduction of professional general agent, centralized resources in a consistent positioning channel operation, so easier to establish brand competitiveness. But in the past some pharmaceutical companies to promote the marketing channel mixed, it is inevitable to bring consumers confused feeling. Sometimes it is better not to have more channels, but to prioritize.