Enterprises Often Give Their Lives In The Toss.

For cosmetics, in the age of change, success is the mother of failure.

Over the past few years, many cosmetics and cosmetics have been dying.

To tell you the truth, your judgement is very accurate. Whether the product can be done, what extent it can do, whether it can be done for a long time and the life of this product is basically eight or nine or ten.

Why?

Engaged in marketing for more than 20 years, in the foreign enterprises, private enterprises, state-owned enterprises, rich experience in the market operation has sharpled my keen sense, coupled with the fact that I am constantly good at learning and innovating, and pioneering and enterprising, so that the essence of knowledge can be spontaneously trained through appearance.

Isn't it? As CEO, the international marketing consultant of blue Chilean ocean, I find that many bosses are still immersed in the illusory dream of amusing themselves, "my products are much stronger than their rivals", resulting in a tragedy that can not be seen in the operation of the market.

Think about it is ridiculous, what is the best product, some of the owners have not even made clear, you feel good products can not sell, consumers simply do not buy it, and even never heard of this product, you can also applaud the product? The longer you put it in your hands, the more it shows no value.

The truth is very simple. If a cosmetic is not recognized and recognized by the consumers in real market, even if you say it is good, it is far from a good product.

The huge gap of enterprises is mainly reflected in the marketing concept, which seriously lacks the concept management of employees. It is also a smattering of training, communication, setting up a modern marketing method that takes customer as the center, market orientation, overall marketing and people-oriented. It often knows some fur and can not pplant the marketing ideas established by the enterprises into the minds of employees, but also does not internalize the marketing concept of employees into the behavior and specific actions of employees. In the implementation of the concept management of customers, conscientiously studying the customers' concepts and needs, and scientifically positioning the marketing concept, it is all blank, not to mention passing the marketing appeal to customers through integrated image design and brand publicity, so as to accomplish the complex communication objectives. Nowadays, consumers are becoming more and more individualized in their consumption behavior, paying more and more attention to the aesthetic efficiency and sense of entertainment and entertainment. Cosmetics enterprises and pnational corporations are also becoming more and more important.

The cosmetics market is a brand owned market.

At present, there are about 25 thousand cosmetic brands in China, and about more than 4400 cosmetics companies with large and small production capacity. They are pursuing products differentiation and brand personalization in marketing, hoping to occupy the market with unique advantages and achieve the best economic benefits.

With the maturing of China's cosmetics market, more and more foreign high-end cosmetics brands have entered China. The local brands with mid-range products have lost their dominant position step by step, and have been replaced by the appeal of high-end brands with high tastes. They have lost the popularity of consumers and gradually lost their way.

Under the same environment and the same standards, it has already been strong enough to compete with each other, and many enterprises have been playing rough and low-level marketing, such as fabricating false marketing or brand concepts (such as foreign partners, nominal marketing operations, ineffective product components, etc.). They have stuck to customers with a commitment that they do not intend to practice, simply imitate the packaging image of others, and copy the terminal promotion support schemes that may be more suitable for others. More often, the situation of running away frequently occurs, which has caused consumers to have a "trust crisis" for domestic cosmetics, such as the "Mercury exceeding standard" event of whitening cosmetics, repeated false advertisements of functional cosmetics, some cosmetics containing hormones, and so on. Famous brand marketing expert Yu Fei pointed out that for the domestic cosmetics industry, many enterprises and foreign enterprises have developed decades or even hundreds of years of well-known enterprises.

Most of the original accumulation of funds in cosmetic enterprises has adopted a simple marketing method, that is, no matter who and no matter where people are, as long as they receive money, they do not sell on credit, money and goods are clear, and the profits to dealers are still more abundant. But they often retreat when they are playing, which completely violates the principle that enterprises and distributors are partners. They should focus on the principle of jointly developing the market and serving the consumers in a common way, which makes the cosmetics industry generally face the problem of honesty and credit. Dealers will not readily believe the promises of manufacturers, and consumers are also generally skeptical about the products of enterprises.

Since the 80s of last century, China's cosmetics market has seen great opportunities for development. Its sales volume has increased by an average of 23.8% per year. The highest year has reached 41%, and its growth rate is far higher than the average growth rate of the national economy. After nearly 20 years of rapid development, China's cosmetics sales market ranks second in Asia and eighth in the world.

The high growth and high profits of the cosmetics market have attracted many enterprises to enter. Cosmetics companies are springing up more and more.

At present, China's most famous domestic brands, such as Dabao, Xiao nurse, TJOY and so on, are being bought and merged by foreign enterprises.

Chinese cosmetic enterprises are facing the pursuit of foreign brands and are trying to find an effective marketing to avoid any adverse effects in the decisive battle of the market.

As a result, various forms of marketing are coming out, hoping to rush out of the "Red Sea". But these carefully processed so-called marketing looks magnificent, which sounds very beautiful, but actually it is like a flower embroidered leg.

Yu Fei, a famous brand marketing expert, has found that the marketing problems of cosmetic enterprises are mainly reflected in such aspects as incorrect positioning, unclear mode, poor execution, ill attitude, bad publicity, and no new service.

In particular, many cosmetic companies have misunderstandings in their positioning. They all claim that their products can "cure all diseases". "Foreign background" and "follow the wind" phenomenon are seen to be empty. This is actually a big mistake and a mistake. The consequences of this will cause your business to gradually lose focus, and ultimately there will be no fighting power.

There are also many enterprises suffering from a "myopia" and "agitation", generally lack of systematic marketing strategy.

Management system, no one full-time to carry out the medium and long-term planning of enterprise marketing strategy system, marketing personnel do not know what the marketing strategy is.

Enterprise marketing becomes a leader brand, so I will do whatever I do, or do whatever I do, cater for the consumers to buy the best products at the lowest price, and this product is best able to solve any skin problems, but when the enterprise tries to provide customers with products that can solve any problems, the enterprise will be in trouble.

In the era of consumption rationalization and demand diversification, the role of advertising in promoting target consumer groups is becoming weaker and weaker.

On the contrary, the propensity to satisfy and customize service is more and more important to consumers.

Facing the fierce competition in the market, as a cosmetic company lacking many resources and strength, how should we break through the new road of the strong brands' encirclement and suppression and the homogenous product disputes, and realize the pformation of products to commodities as soon as possible, so as to gain a living space with their individualized ideas and differentiated hands?

Yu Fei, a brand marketing expert, pointed out that in the era of change, cosmetics companies should learn to layout and act wisely and rationally.

Because in the digital media environment, consumers are no longer just listeners and spectators. They are also producers and communicators of media information and content. The quality of products has become less important. The important thing is the spiritual value of products. Everyone uses this product, or a group of people to use this product to show off and enjoy the entertainment.

You know, in the Internet era, people's values have changed. What used to be right is wrong now.

Due to the rapid iteration and update characteristics of the Internet era, there are no so-called good products in the market, only innovative products.

Therefore, how to achieve innovation and marketing mix is very important for cosmetic enterprises.

In fact, the marketing mix strategy is a very important content in the marketing system of an enterprise. It is a comprehensive strategy that is integrated with all possible marketing means for the selected target market, and is integrated into a dynamic marketing environment.

Marketing strategy planning is a systematic project of integrating resources. Only by fostering the foundation of enterprises and brands, and building a solid and solid market, can we establish the marketing mode of enterprises and set up the positioning and development strategy of enterprises and brands on the basis of full mastery of market information resources.

The marketing advantage of cosmetic enterprises depends largely on the advantages and disadvantages of marketing mix strategy, not the advantages and disadvantages of individual strategy. The competitive advantage and business characteristics of enterprises are fully embodied through the characteristics of marketing mix strategy.

Admittedly, brand acceptance by the market itself needs process, especially for our cosmetic brands. Only when we integrate our resources effectively can we meet the rules of the market game and the market itself. Only by scientifically and reasonably combining the marketing elements, we can make full use of the effective resources of enterprises and enhance the overall competitiveness of enterprises and brands, so as to meet the needs of the market and remain invincible for a long time.

and

Some cosmetics companies, big or small, are always blindly following the trend in marketing. They do not have their own marketing models. They may start to toss about at the beginning, but a long time, a variety of drawbacks are revealed.

In the face of fierce competition and internal problems, cosmetics companies should stop all kinds of useless frustrating, and think carefully about what form their products brand should start. It is not necessarily disgraceful to ask for advice. If the enterprise is unable to survive, it is a real shame.

Therefore, we sincerely advise our business bosses to indulge themselves in such a self indulged way. They can not get a little profit without solving any practical problems. Since there is no money to make money, the development enterprise is just a mere empty talk.

The real environment tells us that cosmetics, if they want to become consumers willing to put money into their products, must have unique ways to create brands through stories and experiences, and pay more attention to information communication, emotional communication and value sharing with consumers.

To be honest, it is not difficult to find products on the market. It is difficult to find a good solution and a solution to the market. Therefore, if we do not look for the cause well, the result will be tragedy.

So once you can't solve the problem, open your eyes and look for the brain with care.

By integrating resources, breaking through innovation, borrowing opportunities to seek opportunities, otherwise, it will only make enterprises go on the road of no return.