the face of this trend, many enterprises to adopt a lower price, channel sunk strategy. Kanebo Kanebo that as a business, do not meet the customer's consumption aspirations,mac makeup wholesale, no doubt unwise. However, large enterprises with a strong technical, research and development capabilities, the vast majority of the high-end products are concentrated among a few major cosmetics company. If you always lower the price, would undermine the high-end corporate image, and thus affect the long-term interests. Moreover, if the product itself is not attractive to consumers, even if the price is not likely to achieve the desired results. Therefore, we believe that no matter what time, understanding of consumer needs are the source for enterprise survival and development. Extraordinary period of economic downturn, but also keen to capture customer needs, and create differentiated products to meet consumer demand for a higher level. In order to continue to develop popular products,vibram 5 fingers, driven by popular single product brand growth, to ensure sales.
Based on the above understanding, we are customers for different age-depth market research and customer analysis of dense, launched an effective product strategy, in the Japanese cosmetics industry is facing unprecedented difficult situation, consumers low-end consumer aspirations in the context of the development of many best-selling products.
eyeliner like a fork - differences in product planning
economic downturn, declining purchasing power of consumers, businesses will naturally think of price promotions. However, no cheap stuff if you can not match with consumer demand, it can not fundamentally solve the sales problem. Company believes that the product must be in the usefulness and differences and work hard and rely on the usefulness of essential products and unique differences to draw consumers to buy. August 2009 Kanebo Kanebo KATE its popular makeup brand launched a fork-like liquid eyeliner This case has fully proved the importance of product differentiation.
usually have only one eyeliner brush,mac makeup, Kanebo Kanebo ingenious launched three eyeliner brush. It should be noted that this difference is not in order to distinguish the difference between products, but on a solid and detailed market research to make the correct decision. KATE target consumer is 15 to 20 year-old woman, this age is the most important eye makeup, I hope as much as possible to draw big eyes, so eyeliner is very important painting. Advocated by professional beauticians painting is to fill the liner gap between lashes, so naturally drawn true to life, and the eyes will look bigger. However, this painting requires the roots to fill the gap close to the lashes, while outlining the ideal profile, technically demanding, the average person difficult to master. Based on this, Kanebo Kanebo has developed a three liquid eyeliner brush, brush one to three three lashes to fill the gap, while the use of three-point design improves the stability, the average person can draw a simple and quick the desired effect of the liner.
Company believes that the unique advantage of products from a number of similar products must stand out and win the favor of consumers. Thus, in the context of price wars, not only does not lower prices, but 10% higher than conventional prices. Result, the actual sales is even better than expected, listed only two months a year to complete the sales plan.
Observing the BB cream - its advantages achieved popular single product
2007 the rise of the BB cream in Korea boom, BB cream nude cosmetics Add the concept of maintenance caused a strong response from female beauty, this new trend and spread rapidly from South Korea. In 2008, through the introduction of beauty experts, BB cream in Japan has also become a hot topic makeup industry products. Kanebo Kanebo have seen the rare opportunity, in 2009 launched a set of a high-function BB cream According to our survey, a product listed on the Japanese quickly occupied the largest market share of BB cream.
reason, in addition to a product more energy, cost-effective benefits, quite simply, is most vividly played the Kanebo Kanebo unique advantages.
First, Kanebo Kanebo unique technical advantages.
As mentioned above, although the BB cream craze has swept Japan, but due to lack of foreign confidence are not familiar with the brand, not satisfied with sense and color and other reasons, not the actual people who used BB cream There are many. Kanebo Kanebo of Japan's leading cosmetics companies, always enjoy the function BB cream, listed only 4 months to complete the annual sales plan of 2 times. It can be said, a hundred years ahead of good business credibility with the technological advantages in the world, in the consumer downturn, the Japanese cosmetics industry achieved a sales success story.
Second, understand the local culture, to determine the most appropriate consumer group.
multi-effect is a product of a great charm of BB cream, as such products not only save money and save time. So, inexpensive, easy to use what the characteristics of the most attractive women do? In Japan, the answer is three or four-year-old middle-aged women. Economically, women in this age of the child's life and education spending big, and the corresponding own beauty spending in the state of the economy will be limited. In time, they give the family every morning to prepare breakfast and lunch at noon, after her husband but also to send their children away to school, so the morning time is extremely valuable. Japan attaches great importance to women on the make-up and,mac brushes, in any case can not go out without make-up is, therefore, most women in this age value of a product more efficient products, the simple practicality, BB cream is the best target consumer group.
Kanebo Kanebo understanding of local culture based on detailed market research and decided to target three or four-year-old female customer of a mature brand launched under the BB cream, and achieved great success. Therefore, a reasonable determination of the target consumer group is also selling the product is an important factor.
Third, a reasonable distribution channel choice is also an important reason for the success of products.
in Japan's largest cosmetics sales channels is operating flexibility, the ubiquitous drug store. Kanebo Kanebo to BB cream
be the main sales channels are here to ensure maximum exposure of products in the target consumers. In recent years, drug store not only by the likes of Japanese women, but also as many Chinese tourists must visit. According to the drug store beauty consultants presented, Kanebo Kanebo's BB cream was welcomed by many Chinese tourists, and some visitors to purchase more than one BB cream as a present for relatives and friends present. Not only to ensure a reasonable distribution channels can easily buy Japanese women also won a lot of unexpected foreign visitors, product performance contributions to self-evident.
3D mask also of - high-end details determine the value of
in China, high-end cosmetics distribution channels is the largest shopping malls, large large array of small domestic and foreign brands, supply and booming. In Japan, such as the drug store the popularity of popular methods of distribution, high-priced goods gathered in the shopping difficult, rare financial crisis has led to increased consumer interest savings, making high-end brand sales worse. Kanebo Kanebo that, for a large cosmetics companies integrated, high-end brands no matter under what circumstances should continue to strengthen, and reinforce the idea will have to be out of the flexible sales difficulties.
Kanebo Kanebo's most high-end skin care brand launch Impress 3D Mask Earlier, the market circulation of the paper membrane mask is generally flat, companies are focused on the beauty competition, fluid composition, characteristics, or with the quantity. The most high-end product represents the overall strength of the major companies, any company will not ignore the mask in the quality of cosmetic liquid. Therefore, Kanebo Kanebo trying to convert ideas surprise attack. High-end products for high-end customers basically have two characteristics, one is concerned about product details, more emphasis on value-added products; the second is the relatively high age of the product is particularly concerned about anti-aging functions. So, Kanebo Kanebo decided to customer needs as the starting point of another way to begin the development of new mask.
careful study found that an ordinary paper mask because it is flat, not well covered by the eyes, nose and other details of the site, and it is precisely these areas where most in need of maintenance. Moreover, the general mask can only cover the face, neck and often neglected, and the neck is the age a woman will be the site of leakage. To solve these problems, Kanebo Kanebo get inspiration from the three-dimensional masks, introduced a unique 3D three-dimensional mask. This mask can cover not only been to the neck, but also in the development process in millimeters repeated adjustments to ensure that in the eye and lower jaw and other parts can be fit closely with the skin, do not overlook any detail. The product is priced at 10,500 yen a box of 6 (1 ¥ 1,750), is the most expensive Kanebo Kanebo's paper-style mask. Though expensive, but still caused widespread public attention after. Once again that the usefulness of products is the key to sales success, the real useful products, even if expensive, will be the beauty of women can act.
In summary, the financial crisis highlights the intention of the Japanese consumers to conserve the face of unprecedented marketing dilemma, Kanebo good
Lai Po cool to judge, the more the more unusual times To return to the origin. Customer-oriented, through meticulous market research to understand customer needs; from themselves, which have full use of their skills, experience and other advantages, improve value-added products. Change from passive to active, flexible and control the market, the economic downturn to create one after another sales success.
