Cosmetics chain the second round of expansion of the brand "siege" Watson

Every reporter Lu Xi from Shanghai This May, Hong Kong salsa in Wuhan opened two chain stores. Watson's old rival, Wanning, who has been unable to beat in Hong Kong, has also entered the mainland and proposed plans to open hundreds of stores.　　Many mainland brand chains are also beginning to blossom. Various brands hit, so in the mainland market for nearly 20 years of Watson, feel more and more strong gunpowder.　　In the mainland market, although Watson's one big situation is difficult to change in the short term, but the cosmetics chain of competition in the enclosure is gradually emerging. Competition? Brand "4+1" pattern giant battle mainland daily industry senior marketing expert Feng Jianjun to reporters described a major cosmetics chain brand in the mainland pattern. According to the industry's general view, the global chain in the mainland giant has "4+1".　　"4" refers to Watson, Wanning, Kang is the United States and Silk orchid, "1" refers to salsa. Why "4+1" instead of saying "5"? Originally, whether in Hong Kong or in the mainland, Sasha's stores are far less than Watson and Wanning, but the mainland consumers have a long-standing habit-to visit Hong Kong will go to Salome "sweep the goods."　　Thus, Sasha as alternate is listed.　　Watson, under the leadership of Li Ka-Shing Hutchison Whampoa Group, entered the mainland market in 1989, and currently ranks as the leader of the mainland cosmetics chain. Wanning is affiliated with the Asia Retail Group Milk International Holding Company.　　In Hong Kong, Wanning is Watson's "old Enemy".　　In addition, Kang is the United States from Taiwan, silk orchid belonging to the French LVMH Xuan Group.　　When it comes to competitive advantage, Sasha believes that it has a "one-stop-shop" retail model, in-store skincare, perfume, cosmetics, hair/body care products, beauty appliances, such as readily available, consumers can buy all the necessary beauty supplies. Among the other four Giants, Watson's products cover the daily, beauty, food, toiletries and so on, medicine accounted for the proportion of 20%~25%. Wanning mainly food, cosmetics, drugs accounted for only about 5%. The largest drug accounted for is the United States, the proportion of drugs up to 40%.　　The three sales of products positioned mostly in the middle, and silk orchid positioning in the high-end, and imported brands, so the threat to Watson is minimal. Many savvy Shanghai consumers have long learned to judge the origin by the first two of the cosmetics barcode.　　As the mainland's products are "69" beginning, many "non-69" products have been in some "worship" consumers in the hearts of the high-end image. The competition? Open the shop to open the second round of expansion October 2004, Wanning drop South China, opened the first flagship store in Guangzhou, began to enter the mainland market.　　15 years later than Watson.　　In 2008, Wanning opened its 50th branch on Huaihai Road in Shanghai, and from South China, she was in hand-to-hand combat with Watson. At present, Wanning has entered Guangdong, Beijing, Shanghai, Chongqing, Jiangsu, Zhejiang and other fields, the number of direct stores increased rapidly. The latest data show that Wanning will accelerateThe layout in the interior, plans to implement the Hundred shop plan in the middle of this year, and in the year before the end of the total number of stores reached 150.　　Watson's public relations department, Miss Deng, told reporters that at present Watson has 155 stores in Hong Kong and 8 stores in Macau, but she is not aware of plans in the mainland.　　The reporter learned from the insider that Watson plans to open 120 stores this year, focusing on the central and western regions.　　Analysts believe that the mainland market will become the major chain of the wrestling platform, the rapid expansion of sales terminals will gradually push away. Those competitors, who are slower than Watson's entry into the mainland, are at a competitive disadvantage.　　However, in the forthcoming second round of expansion, the various brands are afraid to underestimate their enemy. "The competition is very intense, the good lot is few, many times takes the chance to obtain the good store."　　Insiders sigh. However, the rapid opening of the shop is not easy, on the one hand can not lag behind in the shop speed, on the other hand, open shop will be subject to various conditions. "Mainland brand chains are often short of money, and the big players are not short of money, but they are not easy to update and manage."　　"Feng Jianjun said. Competition is not afraid of the giants of the mainland brand fighting Watson's penetration into the two or three-line city will be hard to avoid with mainland brands.　　According to statistics, in some second-tier cities, Watson's annual sales of more than 25 million yuan, while the mainland's brand sales of up to only 8 million ~1000 million. Compared to Watson, the mainland brand started a full 10 years later, the first to enter this field in 1997 years.　　Therefore, in the face of strong opponents, the current mainland brands are mostly "clinging to regional, opportunistic expansion" strategy.　　But in some parts of Qingdao, Shandong, Watson met a fearless local rival--a few blocks away, hundreds of meters apart from Watson, and a cosmetics chain called "Love."　　With many mainland brands around the Watson Sword Walk slant Different, "favorite" Choice and Watson head-on confrontation, its decoration, store style and Watson is quite similar, although the product optimization did not do Watson, but still "very good".　　In an interview in February 2008, "Love" announced a plan to open 100 stores in Shandong province within 3 years. Mainland brands of cosmetics shop, there are "north of the United States Prudential, South Guerlain Beauty" argument. In addition, there are Hebei Dongda, Shandong favorite, Jiangsu Hundred women and many other brands.　　Shandong's brand competition is the most intense, more than 20 stores have more than 50 brands.　　Case salsa into the Midwest into the mainland after 4 years, Sasha began to enter the Midwest region. In May this year, Rosa International Holdings Limited opened two cosmetics stores in Wuhan's busiest lot-New World department store Plaza and Wuhan Wuyi Trade Plaza.　　Chief Operating Officer Zhu Bin announced that Sasha will further explore the mainland market. As early as before entering Wuhan, salsa in accordance with the "Convention" has been first in east and north China cloth points: 2005 opened in Shanghai, a shop, has nowThere are 4 stores and 5 stores and 1 selected stores in Beijing. At present, salsa in Asia has a total of more than 150 stores and counters. Sasha Group Corporate Communications director Liang to the "Daily economic news" reporter, Wuhan has become the central region's largest beauty cosmetics distribution center, stable national beauty cosmetics sales and market leading position.　　In addition to the huge local consumption potential in Wuhan, Sasha also hopes to have an impact on the consumption orientation of the surrounding areas. Sasha's "appetite" is not limited to existing stores. Liang said that Beijing, Shanghai, Wuhan as the three major regional centers, the development of different regions of the store business.　　In addition, Sasha also plans for its exclusive agent brand development of a single brand stores and counters. The international financial crisis has not affected Sasha's plans in the mainland.　　Liang said that it had accumulated rich experience in the 1997 financial crisis and the 2003 SARS crisis, and planned to open more shops in the mainland in March 2010, further expanding its business to Huaxi and South China. Sasha to the daily economic news reporter provided information, the company was founded in 1978, from the initial development of a retail cabinet to cover the six major Asian market beauty products Retail Group, and in 1997, listed in the Hong Kong stock exchange, with more than 100 international beauty brand agent rights, is one of the largest cosmetics agents in Hong Kong. Compared with Watson, the salsa store is larger, but the number is small.