Maybelline market research reports and marketing outreach programme.
Part I: Market research summary report. .
Maybelline general market research (sales in China):.
From May 1 until June 1, our group carried out the Marketing Pattern of the Maybelline relatively detailed research and analysis, mainly for Changsha, Nanning, and some of the supermarkets business district, after analyzed the overall conclusion is :. .
According to our information: 2005 Maybelline makeup in the Chinese mainland sales exceeded 10 million RMB, the sale of the Mainland again ranked first makeup brand, while at the same time the Mainland was first ascended Maybelline sales second in the world market, behind only the United States market.
3D Star Maybelline lipstick, liquid crystal bright lipstick as the biggest winner, Maybelline lip product sales of over 40% of total; in the latter stages of the 2004 launch of the Ferris Alice mascara, XXL other makeup eyelashes ointment products to keep up enough momentum. .
Department store in Changsha, Maybelline lipstick may sell around 1400 branches, most of which were sold in may, the sales increase last year. As can be seen in the national market Maybelline on initiatives frequently, but also opened up quite a lot. Maybelline over the past few years has accelerated the supermarket and other convenient channels of the building. In 2005, Maybelline in 150 cities across the country have 3652-sales outlets, but up to now, 5800 more sales network all over the country to over 400 cities. The inside, located in major shopping malls, department stores, the outlets 700 from the previous reduction of more than 500 now, Maybelline will most of the resources invested in general stores, chain stores and supermarkets and other channels. December 2003 skin care products will be popular in China officially reverted to its small nurse, the L'Oreal clear that in the future, Maybelline's products throughout the country in a small nurse's 280,000 sales outlets to sell, so will consumption are able to more easily buy Maybelline products. .
Maybelline mainly choose supermarkets and chain stores, because it is a popular brand, consumers often consider the price and convenience. While Maybelline selected distribution channels, its supermarket around every corner, not only increased consumer convenience and ease of purchase Maybelline products, while at the same time make it more approachable.
According to the survey, in addition to advertising efforts is the largest of all the make-up brand outside the Maybelline in the channel penetration and terminal control also has a considerable advantage. At present, because after the L'Oreal Group acquired a small nurse, nurses, Maybelline and a small marketing team to achieve the merger, power was unprecedented growth, it helps to cover the township level Maybelline terminal market, only the central area of the network Maybelline had already reached more than 3,000; In addition, the marketing team and sales approach on a comprehensive approach using localized operation, closer and open up new local markets. .
While Maybelline in inland there are competitors, but it is by virtue of the Chinese mainland's brand recognition, or win major cities in China's consumer market. Maybelline in China has firmly occupy the make-up brand position, its peer competitors in the short term does not pose a threat, not to mention the competition will intensify Maybelline in Chinese market marketing methods contribute to the popularity and sales to Maybelline..
Although Maybelline sold in China, price and more and more popular channels, but because of its brand image to maintain better, consumers do not reduce their brand reputation and loyalty. Moreover, a strong brand image due to the support of Maybelline products, shipping rates have been higher, can provide a stable return to the dealer, so even to the ones who enjoy far lower than competitors, dealers, the dealers are willing Haishi with them to occupy the market firmly in the seat. .
Part II: the international marketing strategy.
(1) Maybelline is a brand strategy to target female consumers of the brand, and in the purchase of cosmetics, women are most concerned about product brand, its proportion is fairly high. In the market, though the price of products is not high, but Maybelline should pay more attention to establish its brand image. .
Advertising as an increasing brand awareness and loyalty means, subject to the cosmetics company. While consumers of cosmetics is also most likely to be influenced by the ads. Therefore, the company to enhance advertising investment, with a strong momentum in occupies put at the forefront of the advertising market, which in comparison with the competitors appeared to be more aggressive, arrogant and just see Maybelline advertising.
To meet the aesthetic tastes of the Chinese people, to localization, the company should spend huge sums of money, hire a beautiful image of the spokesperson. Order to advocate a healthy shape, fresh temperament, charm deduction Maybelline affinity, fashion, energy, vitality of the brand image. .
(Ii) hypermarket operations and promotion strategy in recent years, large chain stores of unabated, channel features revealed no doubt of the centralized, original channel rapidly decline, wane. To make a channel for the purposes of Maybelline, March Mall has become a reality, however, in the channel restructuring process, go to the Mall but is often low cost and high yield, a loss of big phenomenon sometimes appears, this also wasted expense.
Whether either of its constituent Maybelline products, publicity worth mentioning, the real advantage is relatively out rather than business self-appointed. As with many similar products on display when, Maybelline has a comparative advantage should be able to come to the fore. Therefore, the premise of comparative advantage must be found, it is to find more products, methods include "display superiority," "functional advantages," "promotional advantage" and "price advantage" and so on. These are Maybelline malls in operation and when it should be noted, in order to better expand sales, to obtain profits. .
In a large mall promotions should be in the following three persons, one is fast seeking sales; the second is through enhanced communication and establish brand notions; the third is to generate a profit, these three complementary. According to our survey, Maybelline in major events or festivals, great sales, mainly to stand-alone marketing prices for consumers, are affected by the women of all ages. Maybelline should not only promotion and marketing, regardless of the time, the core of the brand is the key to competition, giving up brand-building promotions, will be caught in a vast sea of competition, and increasing access to cost and profit more less resources can only be put into promotion, the vicious cycle of not taking into account the brand and become a river without water, without a tree. .
(Iii) the popular sales channel strategy.
In recent years, China's retail channel have become more diversified, large-scale warehouse supermarket, supermarkets, hypermarkets, supermarkets, convenience stores, specialty stores and other new retail formats emerging. But a long time, only large department store is the cosmetics, especially high-end cosmetics major sales channels. .
Maybelline channels over the past few years in respect of other foreign brand distinct road, it selected the penetrating power of supermarkets and chain stores. Because Maybelline was positioned on the Volkswagen brand, for such brands, in addition to the convenience of purchase price, is also an important consideration for consumers. Major shopping malls, Department stores, while in terms of brand image has a higher role, but because of the lack of penetration, far from able to satisfy the demand of the popular brand Maybelline--that consumers can, at any place you can buy it products. Moreover, large shopping malls, department stores, brand counters in fixed investment is more than 10 million, the high cost of leasing and management, increasing the brand's operating costs, widening the distance between the product and consumers. The supermarkets and other sales channels are different, all over every corner of the characteristics of Zengjia 了 consumers the convenience of Xing is not that always the discount Huan Neng Gou Shi take popular road brand of their price more Juyou affinity. .
Therefore, Maybelline over the past few years has accelerated the supermarket and other convenient channels of the building. In 2000, Maybelline in 130 cities 3552-sales outlets, but up to now, more than 5000 sales network all over the country to over 400 cities. There, the major shopping malls, Department store outlets from 700 to more than 500 now, Maybelline will most resources are invested in general stores, chain stores and supermarkets and other channels. December 2003 skin care products will be popular in China officially reverted to its small nurse, the L'Oreal clear that in the future, Maybelline's products throughout the country in a small nurse's 280,000 sales outlets to sell, so will consumption are able to more easily buy Maybelline products. .
Although select supermarket and other convenient channels, but in other brands of similar channels, it follows the counter sales forms. Because on the one hand, Chinese cosmetics consumer market as Europe and the United States is relatively mature, Westerners on the kinds of cosmetic and functional understanding of more detailed, bought on the go; Chinese consumers require manufacturers to do more to explain and promote the work. On the other hand, the instructor purchased counter will give people a feeling of sophistication, not because of convenience increases the product mix business with pleasure at a low grade brand/.
Part III: Maybelline prospects in the Chinese market. .
In the cosmetics market prospects: my cosmetic market development prospects are very good, after more than ten years of reform and development, prosperity and active cosmetics in China market, stocks, sales of cosmetics on the market up to 1300, commodity supply to render the pattern of supply, market development prospects are very good. The main factors are:.
1. . Sustained, rapid, steady growth is conducive to the rapid development of cosmetic industry is conducive to the industrial structure and product structure adjustment and the acceleration is conducive to changing cosmetics on the market.In recent years, the domestic cosmetics production enterprises in accordance with the country's macro-economic policies on adjustment, the products to various production companies began to pay attention to attract foreign investments and the introduction of foreign advanced technology, optimization of domestic resources configuration, mergers and acquisitions and the integration of domestic cosmetics enterprises, strengthening the brand strategy for new product research and development efforts focus on creating their own brand-name products, expanding the production capacity of enterprises to accelerate the pace of production to guarantee market there are always new domestic cosmetics market.
2. . Consumers is constantly growing, multi-level consumption of shape. Changes in consumer attitudes have prompted consumer groups, the emerging cosmetics, young women from the past is limited to expanding the use of cosmetics to the young men and older to use, and even some young people and infants are also used. Consumer groups continue to expand, not only changed the form of the consumption pattern of cosmetics for many years, but also led the cosmetics market in rural areas, especially in middle and low cosmetics market bullish, by rural young women of all ages. .
3. brand effect on the market, increasingly, consumer level, consumer grade is raised. From the cosmetic market sales, good, good quality, good health without side effects of domestic famous brand-name cosmetics, joint venture, imported famous brand cosmetics cosmetics effect in consumers increasingly substantial growth in sales and become the dominate current market growth point. In particular, delay skin aging, prevent wrinkles appear, and promote blood circulation, skin maintain its vigor and vitality of the various series of brand-name products, their quality is guaranteed, the price is relatively modest, deeply loved and most consumers agree, but low-level poor-quality products in the market, no one cares about, and gradually be eliminated. .
4. market competition will become more intense, commodity prices stable. According to the Department of Commerce and China business information center released data show that in the second half of 2003 and demand a major commodity 600 queue analysis, supply and product cosmetics belongs to. Therefore, cosmetic price in recent years continued is inevitable. 1997 cosmetics retail price index for the 102. .3%, 2003 cosmetics retail price index fell to .9% 98. and in 2002 more than increase 0. .5 percentage points, fall for 6 years as high as 3. .4 percent to an annual average of 0. 6 percent decrease. .
Although cosmetics prices continued momentum, but from the market as a whole is relatively high, in a mass consumer demand growth, the impact of the cosmetics industry rapid development. Therefore, the cosmetic manufacturers to pass the reform of enterprise management system and mechanisms of the structure to further adjust the production of cosmetics; to rely on the power of science and technology, increase research products of different expense level inputs, lower production costs, pay close attention to product quality, improve corporate of scale and economic prosperity for the cosmetics market and the health of urban and rural residents more excellent production quality, low price of new products to meet the needs of different levels of consumer groups, and expand comprehensive market share. .
1913 founded in New York, in 1996, joining L'Oreal group, this legendary brand of Maybelline, Metropolis fashion culture best interpreter, gradually developed into a world leader in cosmetics market, with its professional team, strong sales network, creating a global Kingdom of author numerous first.
Maybelline entered China in 1995, it is to fit the Asian characteristics of quality products, reasonable price, more than 400 cities throughout China more than 5,000 sales outlets and the professional beauty consultant and thoughtful service, won the consumers in a short time welcome, become the most well-known mass cosmetics market, one of the best-selling cosmetics brand. .
Star product, creating stylish make-up.
Maybelline's success comes from her deep understanding of consumers, and the rapid evolution of this into the star product: make crystal-clear appearance lasting eight hours of Pure stay constant Ying-weather Series; find more details of new Nature and the stud is clearly long lashes Lash Discovery mini-brush mascara Jingxian; diamond-like shine, uniform moisture Water Shine Diamonds lipstick crystal bright; and dazzling diamonds to fingertip bath, bright color flashes 7 days unchanged Water Shine Diamonds Crystal bright nail polish。 Boot fashion, innovation.
Fashion products, unique effects and high-tech formula, so that a full range of Maybelline cosmetics products by Chinese women of all ages. .
Delivery-us breath: youth fashion, vitality and health.
April 2001, Maybelline welcomed the image of her first Asian voice, the famous movie star Zhang Ziyi. Her healthy appearance, fresh temperament, charm good interpretation of the pro-and Maybelline, fashion, vitality and vigor of the brand image, "the United States from within the United States from Maybelline" idea in a more Large groups of women pass depth. .
Brilliant achievements in creating mass star makeup.
Back in 1997, Maybelline won the National Bureau of Statistics issued the "best-selling brand in China" title; 1998-present, Maybelline lipstick sales for many years ranked the first place; Since 1999, sales of Maybelline mascara has been has been the country top. .
At the same time, Maybelline in Chinese market, organized a series of exciting promotions to attract a lot of "eyeballs": 1998, 1999; sponsorship of World Elite model China Pageant to encourage Chinese women into the world to showcase the unique charm of Oriental women; 2000-2002 held in national college campus tour "Beauty Night exhibition" to help students better understand the inner beauty, creation of beautiful, Maybelline Chief Dresser for female students conduct on-site personal image design, caused a sensation.
From the spectacular new product launches, to fashion the prevalence of dynamic information on exhibitions; makeup techniques from lectures interesting and lively, to attentive counter service. Today, more women have been recognized, "the United States from within the United States from Maybelline" Maybelline is also committed to continuously push forward China's fashion trends. .
Maybelline since 1995, since entering the Chinese market, sales pulling commercials, they took advantage of its powerful brand, comparatively low product prices, a large number of retail outlets, to carry out the color of the Terminal activity, which promote the sale of the weapon at the Maybelline collection is. Clear Terminal image display, convenient combination, enthusiastic sales recommended, to abandon the high-end market positioning, firmly locked young women as consumers, Maybelline market positioning of the firm. In the actual market contacts, regardless of its agents, distributors or retailers, can be Maybelline's advantage 11 to move out of familiar, comparing other similar products, packaging, quality, retail price, sales support, profit margins. As if, Maybelline makeup products on the market has become the benchmark market. Maybelline is the industry dominated the world ... .... .
Editor-in-Chief: Woo-Suk (0400503010235).
Associate Editor: ancient as far (040 050 301 024). .
Information officer: practicing sheath (0400503010237) Liang chun-Lin Biao (0400503010234) are Hui (0400503010236).
Advisor: Luo Lei (0400503010227) Guangxi University of Finance Department of Foreign Languages Business English 042 class series on June 8, 2006. .
