What are the rules of the cosmetics channel "cross-border" rewrite?

The year before the "inflection point", the last Hot hold "cross-border." The intention of the Crossover is to refer to the compatibility of two elements of different natures permeating each other and blending energy with each other.　　Like MPV business vehicles into the G-type car (sports multi-function car) performance, business, off-road two attributes both. The biggest change in China's cosmetics market in the 2008 is the "Cross boundary" of the channel.　　This is an individual to another subject of forced intervention, is tantamount to the jaws of food, Dove won Magpie Nest, is to squeeze others field as the premise of strong integration. "Army" across the border to the franchise shop 2005 years later, cosmetics franchise stores as if "suddenly like the spring breeze, thousand trees million pear blossom." At first, people didn't care what it was like to have a small storefront.　　Until a "dark horse" brand in the franchise shop instant Jump red, those who disagree with the industry "veteran" only to find that the original "small" franchise store incredibly large consumption capacity.　　Franchise stores, a new channel was born. The formation of franchise shop channel, marking the Chinese cosmetic market can get rid of the traditional department store from dependence, to achieve independent survival and independence.　　And this "truth", as early as 10 years ago has been home appliances, it and other industries found. After 2006 years of aloof, 2007 fencing battle, to 2008, the franchise Shop channel has long been shasheng. Research shows that between 2007 and 2008 alone between the span, "swarm" flocking to the franchise store channels of not less than eight: 1. After the famous foreign brand firm foothold, sank the franchise shop; 2. Professional line brand to the day of the line channel; 3. Professional make-up brand to enter the franchise shop; 4. Functional Skin care products (such as acne, freckle, breast, etc.) into the franchise stores; 5. Washing brand into the day of the franchise shop; 6. Regional brand "cross-border" to enter the national franchise stores; 7. "Drug Makeup" line brand to enter the franchise shop; 8.　　New Brand is the first to enter the Japanese shop. Of course, in the 2008 franchise shop channel stage protagonist, is undoubtedly the local brand (known as "original ecological" brand).　　In the "Army" camp, the local brand "in numbers", but, the strongest channel penetration is the foreign brand plate, followed by professional line to the line of the camp, and again is a professional make-up brand. Research data show: "Army" intervention, prompting the franchise shop channel appeared in the following pattern: 1. The market of foreign brands has sunk, "elevated" the status of different city franchises; 2. "Personal care Chain" expansion of the region, a strong encroachment on the local franchise stores "popularity"; 3. To professional line as the representative of other attributes of products, the franchise Shop channel intervention, pregnant with the channel to diversify the arrival of the terminal era.　　For example, "Drug store franchise" or "U.S. body franchise Shop" and other forms of cross-border derivative. However, despite the "eight", but the 2008-year franchise store channel main rules of the game has not been a fundamental impact-brand influence is stillDetermines the difficulty of entering the store coefficient.　　In fact, in addition to the very few professional line brand success across the border (such as beauty, beauty), the initial results of the brand almost nothing. "Drug makeup" cross-border concept what is medicine makeup?　　In the face of this popular concept, industry experts give the answer will be several: product counters displayed in pharmacies in the skin care products or cosmetics is medicine makeup; produced by the pharmaceutical factory is the drug makeup, there is "XX dermatologist development ..." Background is the medicine makeup, effective (such as acne, freckle, etc.) is the drug makeup ...　　Mention of "drug makeup" in this industry, the new trend of nouns, can not but mention "Sandy Lana". Shan Lana Acne Gel in Taiwan is originally a drug, 15 years ago in view of the complexity of the drug batch program, difficult to market, so turned cosmetics to enter the mainland market. Over the past 15 years, "Shan Lana" and the future of all acne, freckle, breast, abdominal, sunscreen, anti-cracking and other products, are commonly known as the "efficacy of skincare" field. The above products in the department store channel sales at the same time, in the pharmacy system early sales.　　If the sale in the pharmacy is "medicine Makeup", then, this inference, "medicine makeup" is not a new creation. Seriously tearing down the veil of "drug makeup", it is found that even the "Masters" who put forward such concepts are hard to justify.　　If the efficacy of skin care products known as "medicine" is still a plausible word, then, the pure skin care products counter into the pharmacy into a "drug makeup", it is tantamount to a plate of pork into the herb can be called "medicinal", so "drug makeup" is too unreasonable. Last year, a pharmaceutical factory Mister Hope to discuss the "drug makeup" problem, facing an intuitive problem he is "card shell": "Drug Makeup", is "medicine" mainly, or "makeup" mainly?　　The boss said it was not clear, the matter "card" a year, so far inconclusive. As a cosmetic, an irreplaceable special attribute is: The beauty of the inside, this is the makeup of the key characteristics of consumer goods. A super brand of lipstick, a bottle of excellent cologne, a box of top CD skincare products, is a symbol of identity. It is "makeup" the unique charm of the word, so that it has a distinct exclusivity.　　This kind of charm characteristic, is "medicine" the word is far from possible.　　In other words, the reference to "medicine", most sellers in the pursuit of product features, not out of the words, the topic of the "organs, metabolism," a total to save people in the jaws of death "half fairy Son" style, where to find a "beautiful" word? A business, if even their own products to produce what is a thing is not clear, it is obvious that such a brand of goods, is undoubtedly ambiguous, unintelligible.　　Those who frequently cite the "How to sell cosmetics counters in pharmacies" are no doubt confusing the question of "whether it can be sold or not".　　The author organizes the research to show, regarding the factory advertisement to "The medicine makeup" The definition explanation, 76% respondents said is "vague". Throughout the 2008 "drug makeup" performance, discerning all can see, saw the WindLife, no water, is an indisputable fact.　　[Page] Last year, the popular "inflection point", the hot Hold "cross-border." The intention of the Crossover is to refer to the compatibility of two elements of different natures permeating each other and blending energy with each other.　　Like MPV business vehicles into the G-type car (sports multi-function car) performance, business, off-road two attributes both. The biggest change in China's cosmetics market in the 2008 is the "Cross boundary" of the channel.　　This is an individual to another subject of forced intervention, is tantamount to the jaws of food, Dove won Magpie Nest, is to squeeze others field as the premise of strong integration. "Army" across the border to the franchise shop 2005 years later, cosmetics franchise stores as if "suddenly like the spring breeze, thousand trees million pear blossom." At first, people didn't care what it was like to have a small storefront.　　Until a "dark horse" brand in the franchise shop instant Jump red, those who disagree with the industry "veteran" only to find that the original "small" franchise store incredibly large consumption capacity.　　Franchise stores, a new channel was born. The formation of franchise shop channel, marking the Chinese cosmetic market can get rid of the traditional department store from dependence, to achieve independent survival and independence.　　And this "truth", as early as 10 years ago has been home appliances, it and other industries found. After 2006 years of aloof, 2007 fencing battle, to 2008, the franchise Shop channel has long been shasheng. Research shows that between 2007 and 2008 alone between the span, "swarm" flocking to the franchise store channels of not less than eight: 1. After the famous foreign brand firm foothold, sank the franchise shop; 2. Professional line brand to the day of the line channel; 3. Professional make-up brand to enter the franchise shop; 4. Functional Skin care products (such as acne, freckle, breast, etc.) into the franchise stores; 5. Washing brand into the day of the franchise shop; 6. Regional brand "cross-border" to enter the national franchise stores; 7. "Drug Makeup" line brand to enter the franchise shop; 8.　　New Brand is the first to enter the Japanese shop. Of course, in the 2008 franchise shop channel stage protagonist, is undoubtedly the local brand (known as "original ecological" brand).　　In the "Army" camp, the local brand "in numbers", but, the strongest channel penetration is the foreign brand plate, followed by professional line to the line of the camp, and again is a professional make-up brand. Research data show: "Army" intervention, prompting the franchise shop channel appeared in the following pattern: 1. The market of foreign brands has sunk, "elevated" the status of different city franchises; 2. "Personal care Chain" expansion of the region, a strong encroachment on the local franchise stores "popularity"; 3. To professional line as the representative of other attributes of products, the franchise Shop channel intervention, pregnant with the channel to diversify the arrival of the terminal era.　　For example, "Drug store franchise" or "U.S. body franchise Shop" and other forms of cross-border derivative. However, despite the "eight" of the various centaurs, the main channel of the franchise store for 2008 yearsThe rules of the game have not yet been fundamentally impacted--brand influence still determines the difficulty of entering the store.　　In fact, in addition to the very few professional line brand success across the border (such as beauty, beauty), the initial results of the brand almost nothing. "Drug makeup" cross-border concept what is medicine makeup?　　In the face of this popular concept, industry experts give the answer will be several: product counters displayed in pharmacies in the skin care products or cosmetics is medicine makeup; produced by the pharmaceutical factory is the drug makeup, there is "XX dermatologist development ..." Background is the medicine makeup, effective (such as acne, freckle, etc.) is the drug makeup ...　　Mention of "drug makeup" in this industry, the new trend of nouns, can not but mention "Sandy Lana". Shan Lana Acne Gel in Taiwan is originally a drug, 15 years ago in view of the complexity of the drug batch program, difficult to market, so turned cosmetics to enter the mainland market. Over the past 15 years, "Shan Lana" and the future of all acne, freckle, breast, abdominal, sunscreen, anti-cracking and other products, are commonly known as the "efficacy of skincare" field. The above products in the department store channel sales at the same time, in the pharmacy system early sales.　　If the sale in the pharmacy is "medicine Makeup", then, this inference, "medicine makeup" is not a new creation. Seriously tearing down the veil of "drug makeup", it is found that even the "Masters" who put forward such concepts are hard to justify.　　If the efficacy of skin care products known as "medicine" is still a plausible word, then, the pure skin care products counter into the pharmacy into a "drug makeup", it is tantamount to a plate of pork into the herb can be called "medicinal", so "drug makeup" is too unreasonable. Last year, a pharmaceutical factory Mister Hope to discuss the "drug makeup" problem, facing an intuitive problem he is "card shell": "Drug Makeup", is "medicine" mainly, or "makeup" mainly?　　The boss said it was not clear, the matter "card" a year, so far inconclusive. As a cosmetic, an irreplaceable special attribute is: The beauty of the inside, this is the makeup of the key characteristics of consumer goods. A super brand of lipstick, a bottle of excellent cologne, a box of top CD skincare products, is a symbol of identity. It is "makeup" the unique charm of the word, so that it has a distinct exclusivity.　　This kind of charm characteristic, is "medicine" the word is far from possible.　　In other words, the reference to "medicine", most sellers in the pursuit of product features, not out of the words, the topic of the "organs, metabolism," a total to save people in the jaws of death "half fairy Son" style, where to find a "beautiful" word? A business, if even their own products to produce what is a thing is not clear, it is obvious that such a brand of goods, is undoubtedly ambiguous, unintelligible.　　Those who frequently cite the "How to sell cosmetics counters in pharmacies" are no doubt confusing the question of "whether it can be sold or not".　　The author organizes the research to show, regarding the factory advertisement to "The medicine makeup" The definition explanation, 76% respondents said is "vague". Throughout 2008 years of "drug makeup" performance, discerning eye can see that the wind is born, do not see water, is an indisputable fact.　　[Page] shop across the border of a company in the third quarter of the market report reflects, from the first-line franchise stores on the Internet "fleeing goods" complaints, compared to 50% growth, compared with the same period last year 200%!　　The so-called online "flee goods", is actually shop sales. In the manufacturers and regional agents, terminal franchise agreement, the manufacturer's responsibility for the provision of a clear commitment to protect the interests of the three parties, in the regional market appears to flee goods, manufacturers have the obligation to intervene investigation, tracking until stopped.　　This is the general rules of the current Regular Army brand. However, in order to fulfill its contractual obligations, the "Inspector" team sent by Z and the expenses incurred to check the "fleeing goods" were up 50% in the first half of 2008 over a year earlier, accounting for 8% of the total cost of the company's sales.　　And manufacturers in the busy, vaguely found that the so-called "Inspector" in the more and more fierce in the online shopping wave, as if a group of funny clown, no avail.　　The company's boss privately complained that the clause would be lifted in the future when the contract was renewed.　　Coincidentally, in a few days ago invited to participate in a network of internet shopping Marketing forum, a large direct marketing cosmetics company executives at the meeting actively discussed the issue is: when online shopping after the rise of the biggest impact on who?　　The conclusion is direct marketing. Privately, the direct-selling guru laments that they are now developing "members" who are more than 40 years old, culture under high School (no computers), and more people west of the region.　　The kind of face-to-face, one-on-one hope through the "brainwashing" to develop "head", selling "head" of direct marketing means, by the wind and rain of the internet dropped into the "traditional" means of the ranks.　　Ironically, in the past, she only "play direct" known as the "Modern Channel", the "not direct sales" as "traditional channels", did not think yesterday was "fashion scenery", today is a "tradition" of inattention. In fact, today's 35-year-old urban women, not only the main force of online shopping, but also the network to develop "online shop" investors target groups. and the direct marketing Elite is another group that can "amnesty".　　This network to buy companies to study how to use mobile phone platform, blog groups, QQ family and other virtual space channels, the direct marketing elite to their own network, and then grafted to the shopping platform, this is called without the incorporation, cross-border compatibility. Now the speed of the development of online shopping is almost unstoppable. Like the "Little franchise Shop", it will come across the border overnight.　　Conservative estimates, online shop development into a channel situation, not three years, around the corner. There are tide across the channel between 1.　　Professional line channels are rapidly sinking.　　Needless to be denied, 2008 was the fastest-growing year for professional line channels. Data show: Since 2005 ~2007 year continuously 3 years, professional line average annual with 15The range of%~25% appears "plate landslide". As of October 2008, a sample survey showed that the overall shrinkage of the professional line area plate was more than 35% per cent in the 2007 period.　　This phenomenon at least from a number of professional line brands have "Cross-border" daily line of the dynamic, seen.　　In a sense, this cross-border phenomenon is the channel itself up and down across the boundary behavior. 2.　　Market level of high and low, the basic realization of the product and brand completely isolated. The development strategy of AAS (Type a city a) and abs (Type B shopping center of a city) has already become the "concession" consensus of foreign brands and domestic brands in planning urban shopping malls.　　For example, a type of city's Category A shopping mall has become a pure imported cosmetics exclusive "territory", many have the strength of domestic brands are almost no possibility of entry. This level of "barriers", but also in the region separated from the supermarket channels. For example, the brand in the mall into the supermarket (the territory of the brand in circulation), that is "marry", in turn, Advanced Ka supermarket brand, and then into the mall is very difficult.　　Similarly, Ka supermarket cashier outside the cosmetics counter area of the brand (also known as "super Outside" brand), into the "super" is also regarded as "marry", and from "beyond" into the "beyond" is relatively difficult.　　Under the guidance of "unspoken rules" in these industries, the characteristics of "horizontal" cross boundary of the department store are formed. 3.　　"Conference Marketing" has subverted the traditional cognition of enterprise to the communication channel. Now, whether the day of the line or professional line, whether to open a good "marketing regular meeting" is the enterprise will do the important signs of the market. From the bottom up and so on: The terminal store held a "member meeting", dealers held terminal customer meetings, manufacturers organized regional Market Quarterly/Annual marketing meeting, the annual regular large-scale trade brand exhibition ...　　So the meeting phenomenon derived an intangible brand marketing channels, not only to do publicity, boasting, and let the manufacturers of the strategy to reach the terminal directly, enhance competitiveness. Also such as the annual Shanghai United States Fair (CBE), the past main function is the platform for manufacturers to invest, those who completed the "mission" business, the basic is not to attend.　　Since 2005, the new landscape appeared: many already do not need to attract investment, the Thunder is the strength of the brand, not only the participants, but also one term "Lai" booth does not go, this original brand investment as the main function of the trade show, unknowingly interpreted into a brand display of the media.　　This cross-border phenomenon, subversion of the marketing industry a traditional law: the function of the media is spread, and can not only spread the media. Cross-border is rewriting the market territory is undeniable, the occurrence of channel Cross-border phenomenon, is the industry market "ecological" behavior of natural reflection.　　Whoever is involved in the "site" will have a knock-on effect on the industry market, suggesting that certain rules of the game will face rewriting. There is no doubt that a "rules of the game" update, will throw a group of enterprises to the beach. And another round of "game" update, ruthlessly changing the market competitionThe traditional rule of faith: "A race--the fast wins". Clearly, the channel across the border undoubtedly exacerbated the brand "fast fish eat Slow fish" competition. In a market, if a business in 35 years without movement, indicating the rigidity of the market, if the performance did not improve, indicating the aging market.　　"Each collar coquettish 35 years", precisely this truth, Outworn, further retreat two steps, even to endure the war, the ultimate marginalization of the brand and enterprise, will certainly be in the class such as channel across the wide deduction, be squeezed and eliminated. (Author: Li Shunyu, Lista (small nurse), Vihara Group deputy general Manager, and other professional, daily marketing experts in the field, is now a number of large-scale daily business marketing consultants. ）