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How to dig cosmetics brand marketing system in the law?
by：Lisson
2020-11-17
How to dig cosmetics brand marketing system in the law?
How to dig cosmetics brand marketing system in the law?
as China's economic system has become increasingly mature, the market competition between enterprises is also now, cosmetics marketing is more dependent on brand, this will lead to a lot of new small and medium-sized brand cosmetics brand or unable to rapid growth or the key to a breakthrough. Consumer perception of cosmetics brand and understand the subtle changes. Is bound to become more intense, in this time, the enterprise brand management, the more mature, the competition range is more comprehensive, can from product competition, price competition, channel, terminal competition to brand competition. At this point, especially the performance of the domestic cosmetics industry, at present, the mainstream consumer also is 80, 90, after more groups, cosmetics market more stable, the new brand or small and medium-sized brand is more difficult to build brand system. Strong cosmetics enterprises, foreign joint venture enterprise, as well as some traditional cosmetics enterprises, tried to establish brand through barriers, to prevent new entrants or growth companies to join the competition, the enterprises who have not yet built up the cosmetics brand system, no doubt increased the difficulty of the marketing and intensity, if unable to break through the barriers, enterprises will not only face the difficulty of market development may also encounter the survival crisis.
exactly how to excavate cosmetics brand marketing system in the law?
based on this cognition, cosmetics industry almost complete presents 'everyone wants to be a brand' strategy. However, many of the cosmetics companies due to lack of the cognition, accurate market positioning and brand building strategy system and left a lot of detours, in the process of marketing practice, many companies unable to read in branding ideas, doing the doing is back on the way, change 'branding' for the 'terminal', 'channels' to fully integrated branding series variant.
to build a lot of cosmetics brand system runs smooth, we will be the problem from the following several aspects to specific interpretation details:
1 is no agreement, brand positioning and brand image. Cosmetics enterprises high-end positioning herd phenomenon is common, which related to enterprise in the brand positioning of cognitive bias. In China such a large and multi-level consumer groups, cosmetics brand important is not in the service of high-end consumer groups, they are a company's ability to focus in the service of one or several subdivision consumer groups, in advocating brand positioning is mainly located in the process of subdividing the crowd, rather than positioning price or profit margins. In view of this, the enterprise must make accurate brand positioning, to grasp and understand the target segment of the market demand and characteristics of population and therefore shape and establish said, by contrast, the brand image.
2, product force strong enough to support brand pattern. Product is a very abstract common marketing vocabulary. Cosmetics industry in the aspect of the product there is a serious problem, not the enterprise research is not thorough, but cosmetic product itself strength is insufficient, its directly support brand building system. Cosmetic enterprises must not take ordinary cosmetics products with luxury brand cosmetics products forces, comparison between the two required brand pattern also each are not identical.
3, brand elements aging or weakening need to attach great importance to it. Generally speaking, the cosmetics brand shaping process, the proportion of brand elements for brand influence is very big, far more than other fast-moving consumer goods of the importance of brand elements. In addition to the usual FMCG concern as the basic brand elements, the cosmetics brand elements must be made clear to upgrade, in addition to the traditional brand name, logo, design, SLOGAN, and so on, the atmosphere make pay more attention to brand, brand cosmetics brand ecology, brand, brand elements such as refinement to create space, such as music, color, style, space, terminal channel design and other peripheral brand elements.
4, marketing plan can't match up to the 'point' of brand construction. Normally, branding and product sales is a process of all complement each other, and if there is no scientific and effective marketing planning scheme and sales plan, will not be able to generate good sales performance, brand without sales support is like water without source. Today, the cosmetics brand marketing without strong brand support, is can't produce the good sales performance. Local cosmetics enterprises within the marketing lack of fit between the teams, not form a unified goal direction, therefore, internal resource competition may also hurt each other.
the place on put together is narrated, cosmetics enterprises want to break through the layers of reality of barriers, has become an important premise, the cosmetics brand marketing in the cosmetics brand can not be achieved under the condition of strong input, the core of the cosmetics brand building is break through barriers, the need to focus on marketing wisdom a kung fu, but should also dare to implement measures to the ground. Conversion table packaging printing knowledge
as China's economic system has become increasingly mature, the market competition between enterprises is also now, cosmetics marketing is more dependent on brand, this will lead to a lot of new small and medium-sized brand cosmetics brand or unable to rapid growth or the key to a breakthrough. Consumer perception of cosmetics brand and understand the subtle changes. Is bound to become more intense, in this time, the enterprise brand management, the more mature, the competition range is more comprehensive, can from product competition, price competition, channel, terminal competition to brand competition. At this point, especially the performance of the domestic cosmetics industry, at present, the mainstream consumer also is 80, 90, after more groups, cosmetics market more stable, the new brand or small and medium-sized brand is more difficult to build brand system. Strong cosmetics enterprises, foreign joint venture enterprise, as well as some traditional cosmetics enterprises, tried to establish brand through barriers, to prevent new entrants or growth companies to join the competition, the enterprises who have not yet built up the cosmetics brand system, no doubt increased the difficulty of the marketing and intensity, if unable to break through the barriers, enterprises will not only face the difficulty of market development may also encounter the survival crisis.
exactly how to excavate cosmetics brand marketing system in the law?
based on this cognition, cosmetics industry almost complete presents 'everyone wants to be a brand' strategy. However, many of the cosmetics companies due to lack of the cognition, accurate market positioning and brand building strategy system and left a lot of detours, in the process of marketing practice, many companies unable to read in branding ideas, doing the doing is back on the way, change 'branding' for the 'terminal', 'channels' to fully integrated branding series variant.
to build a lot of cosmetics brand system runs smooth, we will be the problem from the following several aspects to specific interpretation details:
1 is no agreement, brand positioning and brand image. Cosmetics enterprises high-end positioning herd phenomenon is common, which related to enterprise in the brand positioning of cognitive bias. In China such a large and multi-level consumer groups, cosmetics brand important is not in the service of high-end consumer groups, they are a company's ability to focus in the service of one or several subdivision consumer groups, in advocating brand positioning is mainly located in the process of subdividing the crowd, rather than positioning price or profit margins. In view of this, the enterprise must make accurate brand positioning, to grasp and understand the target segment of the market demand and characteristics of population and therefore shape and establish said, by contrast, the brand image.
2, product force strong enough to support brand pattern. Product is a very abstract common marketing vocabulary. Cosmetics industry in the aspect of the product there is a serious problem, not the enterprise research is not thorough, but cosmetic product itself strength is insufficient, its directly support brand building system. Cosmetic enterprises must not take ordinary cosmetics products with luxury brand cosmetics products forces, comparison between the two required brand pattern also each are not identical.
3, brand elements aging or weakening need to attach great importance to it. Generally speaking, the cosmetics brand shaping process, the proportion of brand elements for brand influence is very big, far more than other fast-moving consumer goods of the importance of brand elements. In addition to the usual FMCG concern as the basic brand elements, the cosmetics brand elements must be made clear to upgrade, in addition to the traditional brand name, logo, design, SLOGAN, and so on, the atmosphere make pay more attention to brand, brand cosmetics brand ecology, brand, brand elements such as refinement to create space, such as music, color, style, space, terminal channel design and other peripheral brand elements.
4, marketing plan can't match up to the 'point' of brand construction. Normally, branding and product sales is a process of all complement each other, and if there is no scientific and effective marketing planning scheme and sales plan, will not be able to generate good sales performance, brand without sales support is like water without source. Today, the cosmetics brand marketing without strong brand support, is can't produce the good sales performance. Local cosmetics enterprises within the marketing lack of fit between the teams, not form a unified goal direction, therefore, internal resource competition may also hurt each other.
the place on put together is narrated, cosmetics enterprises want to break through the layers of reality of barriers, has become an important premise, the cosmetics brand marketing in the cosmetics brand can not be achieved under the condition of strong input, the core of the cosmetics brand building is break through barriers, the need to focus on marketing wisdom a kung fu, but should also dare to implement measures to the ground. Conversion table packaging printing knowledge
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