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化妆品市场经过二十多年的发展,经历从小到大的成长与发展,市场发展越来越快,价格竞争也越来越激烈,品牌之间的竞争格局亦非常明朗,目前化妆品市场的整体概念是:大品牌(国际一线和国内知名品牌)走大渠道,做一二线城市的主流市场,小品牌走小渠道做县乡以下的三四线小市场,没有市场知名度的品牌只能打游击做边缘市场。作为国产品牌经过市场的洗礼、产品结构的不断升级,国内的一些中小品牌,尽管在市场上打拼多年,但还没有形成自己的固定顾客群,这中间的多数品牌已被排挤出主流市场与主流渠道之外,在当前非常严峻的竞争形势下,国内以及新进入国内的中小化妆品牌,仅凭过去那种一套产品一套政策,派几个业务人员巡回跑市场,全面撒网重点捕捞的简单做法,已经行不通了。面对大品牌与优势品牌的双重挤压,我们国内的化妆品品牌如何选择既适合本企业自身发展,又能在市场竞争中争得一席之地,这是不少国内中小化妆品牌亟待做出的抉择。
Cosmetics market after 20 years of development, experienced an early childhood growth and development, market development faster and faster, more and more intense price competition, the competition between brands is also very clear, the current concept of the overall cosmetics market Yes: big brands (international first-line and domestic well-known brands) to go big channels, to do the mainstream market of first and second tier cities, small brands to do small channels to do the following three or four small markets below the county level, no market awareness of the brand can only play guerrilla Marginal market. As a domestic brand after market baptism, the product structure continues to escalate, some domestic small and medium brands, despite many years of hard work in the market, but has not formed its own fixed customer base, the middle of the majority of brands have been out of the mainstream market and the mainstream Channels, in the current very severe competitive situation, the domestic and new entry into the country’s small and medium-sized makeup brand, just the kind of product that a set of policies in the past, send a few business people to run the market to run the market, Simple, it will not work. In the face of the double extrusion of the big brands and the superior brands, how to choose our domestic cosmetics brands is not only suitable for their own development, but also gain a place in the market competition. This is the choice of many domestic small and medium cosmetic brands.