Japanese media: small age! The world's largest enterprise turning small brand plan b

According to 'Japanese economic news' on the days of reports, the main consumer products such as cosmetics and beer brand position is moved. Reason is driven by digital wave, all kinds of products and information, personal preferences are becoming more diverse. Through on the premise that a large number of consumer products manufacturing and mass advertising to create the value of the brand theory no longer apply. In order to open up new development, enterprises are actively adjust the marketing strategy. Since fall, shiseido, launched new brand of cosmetics. Such as 'recipist' and 'POSME'. These brands is that many people feel is not familiar with, because there is no a large number of ads. The two brands itself does not aim at specific most of 'the masses'. But the target lock in s female and female high school students. The means of enlargement popularity is a social network ( SNS) 。 Will also be flexible with influential individuals in consumers 'web celebrity' release information. POSME was listed on monthly brand for female high school students. In terms of development and product promotion, shiseido and reading female high school students to cooperate, using them on twitter ( 。 , 。 , 。 %) And release new products on them use feeling, and to introduce the methods such as makeup. In addition, monthly listed recipist also on twitter commodity information release in recent times a month. Sales channel also is given priority to with electricity. Shiseido has been going on the popular actress of television advertising, to attract women of all ages to counter as a cornerstone for consumer marketing method. However, the company President said fish GuYaYan 'modern consumers' increasingly feel no meaning is the same as the others''. The company's sales of tourist demand driven, fiscal year ( As of the year) For the first time trillions of yen ( RMB one hundred million) Mark. More than years ago. However, in order to seize the increasingly diverse consumer preferences, is breeding is not constrained by the size of the smaller brands. Kose for main brand 'Tarte' also did not put in the mass media advertising, publicity is given priority to with them. This is the name of the United States a new brand of enterprise, by kose acquisition. Brightly colored lipstick and eye shadow was welcomed by the age of the United States to the consumer. The brand sets a number of followers more than all, more than l 'oreal of France and the United States, estee lauder, 。 ,。 ,。 %) 。 Sales increased to more than in the past years, in fiscal kose ( As of the year) The merger of operating profits accounted for %. Editor: viko