1、2010How many women never wear cosmetics？Through investigation,we know more than 95%women in t2,3 city have used cosmetics,and only 4.8%never used cosmetics.Therefore，for both international brand and domestic brand，the marketing foundation is enough,the pre-marketing education is not necessary.What k
2、ind of cosmetics do they use？Women in tier two and three cities pay more attention on make up class cosmetics,specially the face and eye makeup，but for the maintenance class cosmetics like face mask,eye gel,toner and make up base,they use less than women in tier one cities.So we can say that women i
3、n tier two and three cities have been the early etage of cosmetics consumers.With the development of the economy and peoples thought,women in tier two and three cities will pay more attention on the maintain of their skin.Consumers in t1 citiesConsumption frequency in t1 citiesConsumers in t2,3 citi
4、esConsumption frequency in t2,3 citiesMake-up productsMaintenance productsCleansing productsHow much do they spend on cometics？Generally，women in t2,3 cities spend less money on each single consumption，but they buy the products more frequently，so they use more cosmetics products than women in t1 cit
5、ies，and in total,the expenditure of women in t2,3 on cosmetics is not less than that in t1 cites,so t2,3 market has also great potential as t1 city.Which channel is more frequently used by women in t2,3 cities？We can see：Boutique store and department channelare the main channels for women in t2,3 to
6、 buy cosmetics:40.3%of them choose franchise store,31.6%of them choose department channel，14.3%choose supermarket channels，and 6.8%use online shopping.Internet can be a marketing channel,and also a way of brand promotion and help communication between the Merchant and the consumers.Boutique channelD
7、epartment channelSupermarket channelOnline shoppingWhich brands do they choose？Among all the women been investigated,30%choose European and American brands,26%of them choose domestic brands,21%for Japanese brands and 19%for Korean brands。Cosmetics in t2,3 cities there are 4 big kinds，shows that thei
8、r demand is multiple.European and American brandsDomestic brands Japanese brands Korean brandsAre they faithful to the brand？Loyalty of women in t2,3 cities to the brand is lower than that in t1 cities.In t2,3 cities the women who always change the brand is in 58.9%，and in t1 cities its 50.2%。So we
9、can learn that New brands will have more opportunities in t2,3 cities,and in these cities,the old brands have more difficulties holding their own market.Comparing to t1 cities,women in t2,3 cities have four features in cosmetics consumption:1、Pay more attention on make-up,the attention on skin maint
10、aining need improved.2、Single time consumer price is low,but more frequently,so in total is high.3、Have great potential in online shopping，so the brand can lay more stress on the internet4、The choice of brand is decentralized，and delocalized status is common.According to the professional market anal
11、ysis model，women consumers in t2,3 cities can be divided into 6 classes:Mass consumer Fashion consumer Practical customer-guided Rational consumer Keen consumption-based Health orientatedFashion consumer Always at 20-30 years old，education:College,university or even higher，City small white-collar ,S
12、alary 2000-3000They like the life style in developed countries，have strong consciousness of risk，tempted consumer,main demand is for personal appearance，sensitive to discount and sales promotion,consumption influenced mainly by their own experiences and friends,higher lever of trust with internet in
13、formation than other lasses.Keen consumption-based Always at 20-30 years old，education:College,university or higher，City small white-collar ,Salary 2000-3000They dont lay much stress on work or business,Advocating hedonism，easy to accept new staff，consumption is impulsive，the main reason for buying
14、cosmetics is not for appearance，it become a kind of habitual consumption，more interested in information from New media.Mass consumer 25-40years old mainly，has most proportion，common worker in a company，salary less than 2000。Love fashion but the concept is conservative，they need to be more confident
15、by using cosmetics，more emphasize practical applicability，they mainly trust traditional media like TV.Practical customer-guided Mainly 25-40 year old，common worker in government or enterprise，salary about 2000。Frugal in daily life，sensitive to prices.Because of traditional concept，they pay more atte
16、ntion on quality and function when buying cosmetics，brand or other soft factors are not so important to them.Practical applicability is the most important factor for their consumption.Rational consumer Mainly 25-40 year old too，most of them are middle level in enterprise，income better than average，n
17、either excessive consumption nor too much frugal.They treat their reasonable demand objectively，dont reject information from each channel，but seldom buy when see the information，comparatively,they trust the brands which they have used before.Health orientated More than 45 year old,did not retire,eco
18、nomic situation is good but frugal.They pay more attention on healthy diet and beautifying in the life，always have steady demand of cosmetics.They are not interested in the discount,more faithful to the big brand.Fashion consumer and Keen consumption-based pay more attention on“make up”，especially f
19、or face and eyes，Mass consumer、Practical customer-guided and Health orientated pay more attention on skin care product,and Rational consumers demand is more balanced.Brand chooseFashion consumer and Keen consumption-based like European,Japanese and Korean brands better，and others like domestic brand
20、s better,especially Health orientated。Loyalty Fashion consumer and Keen consumption-based They like brands abroad only because they are interested in the birth land of the brand,not really in a certain brand.Fashion consumer and Keen consumption-based are easy influenced by the live show and the pro
21、fessional services of the sales personnel.Mass consumer and Practical customer-guided are more likely influenced by the public praise and discount.Divide consumers to different classes and use different way to do marketing to different classes of consumers.A brand should orientation and develop thei
22、r products according to the favor of the consumers.“After several decades development,our data shows that there have been more than 130000 cosmetic boutique all over the cities,towns，and even the countries of China.This fact tells us the Strong vitality of this channel，and also the superb wisdom of
23、the domestic enterprisers.”Paolo Gasparrini,the CEO of LOreal China，recently wrote a letter to all the storekeepers of cosmetics boutiques in China.As he said,this is the first time for him to“communicate with them formally”.In fact，this is the first time the Biggest character of LOreal China to gre
24、et to cosmetics boutiques.In the letter,he mentioned LOreals development in China market,and“my view of cosmetics channels”.The most important point is,LOreal has started action in this channel.Cosmetic boutique is now becoming to be the mainstream of the channels.Since 2009 when the transnational c
25、osmetics brands represented by Shiseido,P&G began to carry out channel sinking，many domestic brands which were occupying most of the market began to face with a strong competition.In the 2nd China cosmetic industry forum in Shanghai recently,the reporter got the information that with the development
26、 of the urbanization of China,t2,3 cities and even the countries which were not an important market for transnational cosmetics brands now become their next key market.And because of the well-developed channel net,the old domestic brands in these areas begin to realize that they will face a risk.Shi
27、seido can be the most successful brands which choose the way of channel sinking.“With the PureandMild rising the popularity,they start from countries and then go to the cities market.”According to the presentation,the structure of Shiseido brand delaminating in Chinese market makes other multination
28、al companies admired-there is the brand AUPRES in high-grade department stores of cities;there is the brand Urara and PURE&MILD in local speciality stores,and also the brand Za specially for young people.When Shiseido is in the situation of sinking,it mainly uses two strategies.One is to set down he
29、r high-end cosmetics dignity,vigorously signing with boutiques,the other is to bring its peculiar consulting service center of beauty adviser into play.The emerging channel of e-commerce has formed the potential impact of traditional channel.If the e-commerce market is not regular a few years ago,th
30、is year will appear new change.LOreal has put Lancme&Biotherm and other high-end products to be sold in the way of internet shopping for marketing try.EsteeLauder also explore e-commerce platform,targeted for the urban consumers in second and third tier cites of China who cannot go to the department
31、 counter.The intervention of these big brands products shows that the potentiality of internet shopping market already cannot be ignored.A,the competition condition of shoppe channel:1,Shoppe selling is still the maximum output at present and in future three and five years according to the sales per
32、formance.In 2009,the annual sales of Lancme shoppe in Hangzhou Mansion reached nearly 55 million RMB,ranking the worlds first place.Nanjing Jinying XinJieKou Lancme shoppe counters to 4800 RMB,topped the worlds third place.Lancme,Estee lauder,Chanel,Dior and other international first brand occupies
33、most of the domestic market sales in domestic shoppes.2,The shoppe is still the domain of foreign cosmetics firms.Only a few domestic brands such as the Herborist enter the competition.And the competition is very severe.3,Shoppe brand and reputation has much rewards that help a lot in brand image co
34、nstruction.4,Domestic shoppe brand cannot compare with foreign investment in overall sales.The single product price of several hundreds RMB also can not compared with foreign brands of thousands RMB.B.Coping strategies B.Coping strategies 1,Star from based channel the enterprise has controlled,culti
35、vate core competence,and gradually entered the competition field.2,Find the product of much different concepts.3,It is very important to survive in competition;search for channel change opportunity in growth.4,The small cosmetics enterprise of lower strength should abandon the competition in this fi
36、eld.5,Put resources in technology,research and development,obtains the quality improvement.The channel competition of shopping center and stores:1,The shopping centers and store is still the second largest output land in the current and future three years from the sales achievement.2,The field id ma
37、inly for domestic first ranked brand and foreign brand.With foreign brand gradually press channels and launch low-cost product series to fit the channel,this field competition will be more fiercer.3,The international brand launch a takeover of domestic brand in the field to quickly captured this fie
38、ld.B.Coping strategy B.Coping strategy 1,Chinas domestic cosmetics enterprise has most opportunities in this field and should develop and manage well in this area;to introduce high-end products for seeking greater development.2,That closing to customers innovation and China concepts is still the cha
39、nce to retake position in future.3,Focus on the core competitiveness of cultivating differentiation in this field.A.The channel competition of franchised stores and boutique:1,the franchised stores and boutique sales is still the third largest output land in the current and future three years from t
40、he sales achievement.Shiseido owns 30,000 franchised stores or soin Japan,while there are less than 100,000 stores now in China.Comparing the tiny place of Japan and China,it is visible to know the stores have vast space in future.2,Franchised stores require higher general strength for enterprise,wh
41、ich helps its image display and brand build.International brands such as Avon,Japan DHC and so on stand out;domestic famous brand like Herborist of Shanghai Jiahua.3,The sales in the future 3-5 years will grow quickly.China is a vast and populous nation,so the space in this domain is very large.4,Af
42、ter foreign famous brand keep a foothold,sinking boutique,annexing market share;cosmeceutical line brand enter into boutique;Newly-created brands in other fields get a difficult entrance,the initial selection would be military chemical shop;Franchises field that do well can introduce into its own br
43、and.B.Coping strategies B.Coping strategies 1,In the basis of domestic enterprise managing shopping centers and sells field channel,should develop single product or product series in this area to obtain the scale development.2,The field is paradise of many new enterprise.3,The development of domesti
44、c store is limited by capital,standardization,management and talented people etc.It is still theforeign capital magnate developing better.Due to the boutique in rapid developing period,it has much chances.A,the competition of cosmeceutical channel:1,the sales of cosmeceutical channel have steady gro
45、wth.2,In the future 3-5 years the overseas investment enterprise still take the main place in the area of cosmeceutical.There are German Doliva&Sebamed,British Simple,French Vichy,Avene and Mustela,Japan Futurelabo&Freeplus etc.3,In the current numerous domestic pharmacy enterprise enter cosmeceutic
46、al industry,but no obvious performance.B.Coping strategies B.Coping strategies 1,Domestic enterprises should steadfastly do research and development and improve product efficacy well,then seek steady development.2,Since it is medicine pharmaceutical cosmetics,the quality request is higher than other
47、 products,so creating a famous brand need a long time.3,Traditional Chinese medicine has been Chinas very competitive concept;it can play a hopeful role in drugstore field and have hope to makes the total performance of domestic cosmetics enterprise far ahead in the next ten years.4,Let us to expect
48、 the appearance of cosmeceutical enterprise star,in next two years the world-class cosmeceutical brand will come from China.A A、The The competition situation of online marketing channel1、The online marketing channel is growing fast,it may at least contain 10%of the volume of cosmetics business and i
49、n the coming 10 years it will become the second biggest marketing channel.2、 cosmetics channel has more than 20000 brands of cosmetics,and the high-end brands is becoming more and more.They has now different classes of brands like P&G,LOreal,Garnier,Maybelline.Taobao,EBay,Paipai and YouA all belong
50、to C2C，in this kind of platform always there more kinds and quantity of products,it can be a convenient super cosmetics trading paradise and now is developing fast.3、The official websites of some certain brand like DHC,Xiangyibencao have nearly ten million of income by online marketing.The official
