The rise of local brands, cosmetic giant is facing challenge

About the global cosmetic brand enjoys a high popularity, will have to mention the l 'oreal, procter & gamble, unilever, and made white four giant. We have learned, in the latest performance data of daily chemical industry, has been the overall market growth is slow, sales performance, keep down. Globally, the cosmetic market is ripe; Rapid rising of China within the scope of local brand that has made cosmetic giant faces challenges. Reporters found after access to data, unilever in the first quarter of the lower than the same period last year sales. %, incidentally, his Nemesis p&g disclose earnings, according to data from the second quarter. The net profits of $to down % than the same period last year. The personage inside course of study says, the future for a long time, the foreign cosmetic companies will also face a huge challenge, but if you want to break the pattern, first of all, through innovation to pursue the development of the market trend, the second competition pressure between each other will also be a motivation. Different from in the international market caused by relative saturated market growth is slowing, cosmetic giant market declines in China mainly because of the rapid rise of the domestic brands, occupies a more and more market share, foreign cosmetic companies in washing powder, products such as categories of market is spoiled by local brands. In the current rapid development of electrical business, under the background of market competition is intense, facing the predicament, chemical giants are scrambling. The reporter understands, many brand all set or forthcoming digital marketing strategy, and its rise to its important strategic height, the other by spinning off non-core assets, and to their own 'lean'. And specific measures from the point of view, each are flashed move of. Procter & gamble, for example, using WeChat platform marketing model, by introducing the qr code will customer WeChat public account, don't be held some activities to attract people, so that customers more sticky. And l 'oreal Paris to spend heavily to build product APP 'mirror', hope to drive through it's make-up product sales. Editor: ying-ying wang