The bottleneck of Brand cosmetics network Marketing

In this web-pervasive era, there are few products that do not go through the internet as a marketing channel, but there are exceptions, such as high-end cosmetics and luxury goods. They are accustomed to advertising in fashion magazines, in large shopping malls set up counter sales, to show genuine. In fact, consumers pay more advertising fees and counter rents, manufacturers are less profit, and network marketing can reduce product promotion costs and circulation costs. But in fact, many high-end cosmetic manufacturers are unwilling to do so.

Many front-line brands, such as L ' oreal, have banned distributors from selling high-end beauty products on the http://www.aliyun.com/zixun/aggregation/7682.html > Internet, or have made very demanding demands, Complying with these requirements means that dealers must pay an expensive price. L ' oreal requires a network sales agent to provide video equipment to connect with consumers, and a professional makeup consultant must have an interactive online conversation with consumers in real time. There are also cosmetics companies that require the site's employees to answer any consumer questions about skin care in 4 languages, Portuguese, Italian, German, and Dutch. These demanding requirements have discouraged many distributors who want to do online marketing.

Not cosmetics manufacturers can not see the benefits of Internet marketing, manufacturers have enough reason to keep themselves away from the network.

First of all, manufacturers believe that network marketing damage to the brand image. "Things to rare", since it is high-end products, it is not for the masses of consumers, to maintain a certain degree of mystery. But the network open marketing platform may break this kind of mystery. For manufacturers, it is difficult for him to fully control his brand image. and the brand image for high-end products is "face" problem, is to let consumers feel luxury value of the most important factor.

Second, high-end cosmetics value the impact of face-to-face communication on the brand. Like a watch and other luxuries, when the counter shoppers wear white gloves, respectfully removed from the display cabinet products and very solemn hand to you, "consumer is God" will let you have a more profound feelings, indeed on the ground to experience a consumption experience of satisfaction. The well-trained guide smiles to you to introduce the cosmetic function and the characteristic when, for your purchase puts forward the specialized, the tailored suggestion, your mood cannot not feel comfortable. At the same time, the image of the cosmetics brand has also left a deep impression on you. So the added value of this service is self-evident, and this face-to-face service is only possible when the store is sold.

Third, in the cosmetics industry, manufacturers believe that because the Internet has a borderless nature, it is necessary to limit online sales to control their product prices and distribution channels network. They believe that there is no national border on the internet, so they are not protected by import tariffs, dealers can resell their products, so that their brand image and price management and other aspects of the loss. In 2007, a brand distributor tried to sell its agent's brand cosmetics online for the first time, but they were soon sued and the manufacturer sued its dealer for resale of its products. Since then, manufacturers have been trying to control prices and brand image, and they have the ability to prevent the sale of network channels.

Consumer demand is also an important factor contributing to this situation. Because of the relatively high level of consumers, they buy expensive cosmetics, but also value the shopping experience, including store design, shopping guide apparel and demeanor, service standards, such as the external environment of the product itself. These things can be seen and touched to foil the value of the product, but also the embodiment of consumer status.