Folk pop a wonderful legend eating kimchi can fight SARS

2003, the folk popular a wonderful legend, "eat kimchi can resist SARS", kimchi June instant value of time.

The next year, the earth is floating around the land of "Ulla la ~ la ~ the days How long the road how much" of the thought of the song.

The third year, the streets everywhere can hear the prettily "Obadhai a~a~a, fighting~~" The thinking of the secret code ...

This is the first act of the Korean stream.

At that time, a group of Ph. D. Students in the next school have egged on an online shopping website, played a Tsinghua fan's honest name, "College students Beautiful Net", the Korean cosmetics to do a small business, customer base is very fixed-Beida, Tsinghua, the Chinese Academy of Sciences, the furthest to the NPC, Because that year Express can all rely on Dr. Sister riding a bicycle, whined whined give us delivery.

It was a snowy winter, I just swept the last episode of Korean Dog Blood series, tearful dancing downstairs to get express. The doctor's sister pushed the bicycle, hand skillfully handed the fresh out of the face shop Toner Masan Cleanser, whined whined Marketing said: "Little sister, just arrived dodo powder to buy ah?" This is a Korean actress super Love a Oh! You have to wipe the skin as white as song Hye-Hung Wow! "I was inspired to go back to the dormitory under a single-joking, national sister Song Hye-ah!" This is the goddess of Two-thirds girls in Peking University--The remaining one-third is Bond's Couba mm!

If you say, Korean dramas enlighten me on Korean cosmetics and Korean beauty of the understanding; then, the next school this site, is really training me to buy and use Korean goods shopping guide. At that time, the West Lake of Taobao has just been set up two or three years, is in the Robin Arena. North Campus, we can only in the opposite of Carrefour and Watson, go with the tide to buy the same herbal Ding, or to buy on the BBS to buy Shiseido, or-the next door to the school's website to buy Korean cosmetics.

China, 2006 years or so, is in the heyday of the Korean-era attack.

Korean dramas bring to China, not only "I love You You love her, she loves him he loves me" the benzene ring dog blood love routine, not only a wide variety but the taste of the same kimchi, not only "Ulla ~ la La ~" The idea of the music, but also to the Chinese women's aesthetic beauty of a baptism, is a Chinese woman skin care make-up of a enlightenment. Earlier in China, Southerners watched TVB, Northerners watch CCTV, women's understanding of the United States, may be the shirt into trousers, lips bright red TVB short hair girls, may be wearing a turtleneck sweater, a quiet face of CCTV hosts, may be hntv wearing a bright sweater, lips's image of Sister Xiang. And all this, with the Korean flow to attack, was a vigorous change-Korean version of the coat, Korean version of Hair, Korean version of makeup, Korean skin care products, no makeup with makeup Korean make-up ... Quickly swept across half of China.

and Taobao and a series of electric business channels of the rise, is to make the Korean cosmetics brand really popular in China behind the driving force-sometimes, the culture itself will not directly bring benefits, and only when the "mind" to use the concept of speculation to operate the business, the culture will quickly transform into an irresistible productivity.

Supposedly, it is the Koreans themselves who worry about whether their brands can revive and prosper in China. But helpless, think of the secret of the conservative cautious, so that more than 90% of the Korean brand, in the Korean rampant gold five years (2003-2007), but carefully guarded in the customs arms watching. And what they did not expect is that the next door to this huge land, thousands of women have long been hungry, can't wait to go abroad through the network or purchase, a steady stream of hoarding goods, in full swing to do the Korean cosmetics business, as long as the hands of goods, do not worry about sales. The next school shopping site is a vivid case.

At that time we, but also silly believe that "the face shop is a Korean hand a big brand!" Ginkgo Biloba Facial Cleanser is popular in all of Asia's best-selling single product! Lange Sleep Mask is the world's best moisturizing mask! Dodo powder is a Korean star to carry the ACE powder! "Seasons, and so we personally stepped out of the country, only to find that" flower blossom fall long years, a myth is a spray.

These myths, of course, are not the result of a deliberate conspiracy by the smecta-because at the time, a large number of Korean brands did not send a regular army into China. Almost all myths and legends, are China's first batch of purchasing and Taobao shopkeepers according to the needs of national conditions, automatic spontaneous conscious marketing results. It is undeniable that this group of grassroots vendors will copy the Korean skin care products propaganda way, but they should not ignore their two creations of product marketing based on their knowledge of the grassroots in China-for example, they know occasion (by Korean), Dream Marketing (drama actress Dream), and understand the main skin care needs of Chinese grassroots at the time. , know what will be sold in China, and what is not suitable for introduction.

Therefore, in the Korean rampant gold five years, really to the Korean skin care brand worry about exercise, I vast greater China's Laugolau sisters.

The 2008 gave the Chinese a proud hand in front of the world-because of the Beijing Olympics.

In a sense, the 2008 Olympic Games not only let the whole world, including South Korea next door, recognize a modern Chinese people, but also bring China into the global atmosphere, the Chinese footprint is not limited to Asia, more and more people have nothing to go to Europe and the United States wandering a lap, poor tour gradually become a trend. Chinese, especially the younger generation, began to look from the next door to Japan and South Korea, to the other side of the ocean, began to explore the European and American Western culture of individuality and wonderful.

At the beginning of 2010, a film known as epoch-making, Milestone, "Avatar", easily earned the equivalent of our total population of silver 21.3 billion yuan. What this film brings is not only the Hollywood film technology that looks up, it is not only the profound truth of the harmonious development of man and nature, but more interestingly, it is the rising tide of the European and American culture that has been emerging for the first two years, and added a fire. Occupy TV video for five or six years of Korean dramas gradually less, people finally to Korean dramas forever Yuannv love, and meticulous exquisite burn money dress up, began to aesthetic fatigue.

And at this time, in addition to Lange, dream makeup and mystery still three, other Chinese familiar with the Korean brand, finally no longer conservative cautious arms wait and see, began to step on the rhythm of the Korean flow cooling, a succession of gradually into the increasingly crowded China market. Chan really 2007 was brought into China by Hong Kong dealers, the face of the shop's regular army was in 2008 into China, its Skin2008 into China, Skin food and Snow show Regular Army is in 2011 to enter China; Innisfree in 2012 into China Nature Republic and Etude house were officially admitted to China in 2013 years, only the official cat flagship store.

And when these regulars came to China, they found some bone-feeling facts

First, the main consumer is changing.

In fact, Korean dramas and South Korea cosmetics favor the highest group of people, mainly from the beginning, this is after all, from the high school period was cultivated interest. But the real company grew up long and mature, but not these Korean brand regulars, but the grassroots vendors. When the Korean brand of regular troops into China, intend to take over this group of main consumers, helpless discovery-everyone has long been familiar with ... Once the South Korea disguised as young to have to work, once-selling products seemingly outdated ... Even more disturbing is that the proud of the people grew up.

All these changes correspond to the gradual changes in consumer demand for the brand/product:

▲ no longer only pursues the final effect, but starts to pay attention to the ingredient, the mechanism, the idea.

▲ no longer only the pursuit of simple moisturizing whitening, but began to pay attention to more skin care effects.

▲ will no longer be confused by the concept of general flicker, but will carefully search the network reputation to judge credit.

▲ no longer only buy big names, but will be based on network information and friends to share, willing to try a more personalized brand new (new, not to refer to the new brand, but to the consumers just contact the brand).

▲ no longer only girls skin makeup, boys also began to skin care and make-up.

These changes have also occurred in South Korea, but their 80 and the difference is not as big as China (mainly the pace of social change in China is too fast). So, in Korea, almost all skin care brands have launched a series of anti-aging-related products, while the rise of the young brand for the school--, similar to the cool for the new brands do not want to just imitate the old brand continue to work naturalism, they pay attention to more vivid personality of the brand story, Natural and technological combination of product characteristics, more cool packaging innovation, more frequent product innovation, a more comprehensive category.

In China, these in the Korean market brand trends, but a discount, such as product replacement and South Korea is not synchronized, colorful sketch products and men's make-up, and has not been introduced into China. In addition, the new rising brands are temporarily not energy to expand the Chinese market.

Secondly, the channel is too complicated.

China and South Korea's beauty makeup channel difference is--stores, ultra and department stores.

Stores in Korea, is the most emerging brand of the Blessed land, as long as you have the idea of a product, you open a small shop can be on sale, while in China, few brands will open their own stores, the brand is extremely dependent on the channel.

Ultra in Korea, is only an auxiliary channel, but in China is an important channel can not be underestimated.

Department store in South Korea this tiny place, only Lotte, modern, Galleria, COEX, New World These several, to the cosmetics brand operation is relatively convenient, and the department store is absolute high price brand habitat; in China, there are a lot of department stores, it is very difficult for the brand to expand and operate, And not just advanced brands can enter.

In addition, China's magical electric power and purchasing channels, is to let the Korean brand headache unceasingly objective.

Therefore, most Korean brands to enter China's first step, have invariably chosen the store or counter operation, regardless of price. This aspect, is because the Korean brand channel inertia, everybody in South Korea basically do so, on the other hand, it may be because China's channel is too complex, choose the store and counter will be relatively convenient and reflect the brand image.

Third, there are too many fakes.

Every best-selling product in the market can hardly avoid the fate of fake imports in China. So all Korean brands on their own website has an important column, called "Authentic description"-all kinds of proof, security code, use instructions, etc., look forward to the regular army to reduce some damage. But the reality is very difficult to implement, especially the public beauty products.

Four, there are too many Shanzhai brands.

In fact, Shanzhai is not just Chinese. Koreans are good at cottage, such as imitation of SK II immortal water, Lauder Red Pomegranate, Lancome small black bottles and muscle bottom fluid, but this imitation will not be completely copied, at least have their own brand story, will not change the nationality of the surname. But China's shanzhai is not limited to this, the term "bottom line" is basically shelved in China-this is, of course, the inevitable process of an industry's initial stage.

Some time ago to see someone on the network to find out the chronological order of Jin Yong Martial arts, finally clear the door of the rise and fall of each faction, let a person sigh unceasingly at the same time, heartfelt regrets: The times are always changing, the lake is always behind, Grand BR, juvenile hero, can not withstand a few ups and downs, suddenly black hair. Look back again, that year, the South Korean brand, now even in Korea are difficult to find physical stores. And a new generation of Korean card, is high-spirited, full advance, waiting for in the near future, through the door, slip China this piece of vast and scuffle of the lake.