2010 local makeup: sad and happy two days

For the past 2010, whether it is a make-up brand dealer or a make-up dealer, they are a few happy friends. In response to the rapid growth of China’s economy and rising consumer spending power, many foreign brands and new-born brands have poured into the Chinese make-up market in the course of this year, hoping to dig their own gold mines in China’s land. . Whether it is a ready-made Korean MCC, or the domestic red brand new charm, or the domestic climate has become Kazi Lan, Lancer, Icarus poetry, and even more unnamed circulation brand ... make-up lakes never lack loneliness And latecomers.

With the increase in the number of brands and the intensification of competition, in 2010, the domestic cosmetics market was mournful and joyful, earning, compensating, and withdrawing from the market.

Sadness: The performance was declining and the channel was squeezed. Shenyang Nanjiang Trading Co., Ltd., as a makeup dealer in the Northeast, has developed from an unknown company to become the most professional and influential makeup agency in Northeast China in 10 years. The domestic cosmetics market grows together, and it can be said that the development of domestic make-up products is known to the public. Therefore, when talking about the changes in the domestic makeup market this year, Song Baowei, general manager of Nanjiang Trading Co., Ltd., said that the first impression is that there are many brands and the competition is fierce.

For this year's makeup market sales, Song Baowei expressed his views. He said, “At present, there is a general fluctuation in other makeup sales in my region. The performance of several well-known cosmetics brands has fallen to more than 50% in the previous year!” said the reporter of “China Laundry and Cosmetic Weekly”. “Some people say that 90% of 2010 When the local cosmetics brand does not make money, Song Baowei believes that this statement is actually somewhat absolute, but he also admitted that, for the time being, domestic cosmetics brands that can make money in China are certainly a minority.

Mr. Xiao from Loudi, Hunan, is even more pessimistic about this year's makeup market. Mr. Xiao represented four second- and third-tier local cosmetics brands. This year, only a slightly more well-known brand sales increased by 20%. There are two brands with sales basically the same as last year, and another one fell more than 15%. With rising costs such as rent for utilities and manpower, Mr. Shaw’s make-up profit is equal to zero this year. He said: “This year, it is fortunate that this guarantee can be guaranteed. I think the makeup market next year may be even more difficult. Of course, this is only for those indigenous two. For the third-line makeup brands, the international brands are earning their profits.” For the reasons for the decline in color cosmetics sales this year, Mr. Xiao believes that apart from rising prices and other factors, the main reason is that channels such as Watson’s and other large cosmetic chain agencies sink. He told the “China Washing Cosmetics Weekly” reporter that Watson’s sales of more than half a million yuan since he landed in Loudi in June this year had a significant impact on his agent’s makeup brand: “A Watson put me If this happens, what will happen if Sa Sa and Wanning come next year?"

The reporter learned from a number of makeup dealers that most local cosmetics brands have performed unsatisfactorily this year. A make-up dealer in Chengdu, Sichuan, told the “China Washing Cosmetics Weekly” reporter that her makeup sales at the store this year were not very satisfactory. She is now focusing on skin care products and make-up products only for supporting sales. When asked about the specific reasons, she told reporters that the sale of make-up is in the service, and the very colorful cosmetics brand in China can be said to be unsatisfactory. This is also the main reason for the decline in make-up sales.

Hi: The sales of the three brands are strong Although this year is a very difficult year for many local cosmetics brands, there are still some local cosmetics brands that have performed well in this year's domestic market, such as Kazilan, Lanser, and Ica. Lu Shi and other local brands. Li Xiaofeng, Operations Director of the Lancer brand in China, told the “China Washing Cosmetics Weekly” reporter that all of Lanser’s annual indicators in 2010 were over-fulfilled, and sales exceeded expectations by a large amount.

Song Baowei, general manager of Nanjiang Business, also said in an interview that he currently runs makeup cosmetics brands such as Yami Beauty, Yilanbang, Kating, and the Color Zone. The sales of these cosmetics brands have remained stable this year.

In analysing these make-up make-up brands this year, Song Baowei divided it into three categories:

One is the advertising hot brand. Such make-up brands rely on the strong promotion of the media, which shows obvious advantages in terminal expansion and sales. Such brands include Kazilan, Kafulan, and Qiao Di Shanghui.

The second is a number of stable and stable brands. Such make-up brands are meticulous in service, focus on customer sentiments, and are highly sought after in channel operations. For example, Yameizi, Lancer, and Gaobaisi all show strong follow-up market potential.

The third is to position an accurate rising star. Because of the lock-in of the consumer segment of special price segments, the market performance of this type of brand is also a gratifying situation this year, such as brands such as Yilanbang and Lianhuo.

In Song Baowei's opinion, among the local cosmetics brands that can be ranked in the top ten in this year's make-up market, the color zone, Kazilan, Kafulan, Qiao Di Shanghui, Yameizi, Lancer, Icarus, Blue Love, and Card Ting, COCO, etc., can be classified into the above three types.

Mr. Huang, the general manager of Shanghai Jiakangmeile, a chain sales organization, told the reporter of “China Washing Cosmetics Weekly” that there are two types of make-up products in the makeup market this year. The first is a big brand, which is more professional and caring, through various activities and Consumers effectively communicated and effectively satisfied the consumers' satisfaction. Such brands have good sales performance in Dashang. Second, they are cosmetics sellers. They are low in price, simple in fashion, and rich in color, satisfying the pursuit of fashion and trends. Because of the needs of the little girl, it was accepted by more and more daily chemical stores and became a popular item this year.

After sorrow and joy, thinking "Sorrow and joy two heavens", this is the local portrayal of the makeup in 2010.

According to the reporter’s understanding, in addition to the reasons for the products and manufacturers themselves, as well as the influence of the world’s economic sluggishness this year and the rise of the domestic CPI and PPI index this year, there is a more important reason that is the traditional channels of local cosmetics brands. Being crowded. Since the beginning of this year, some foreign cosmetic chains such as Watsons, Salsa, Wanning, etc. have increased their layout in the second and third tier cities in China, and continue to squeeze the traditional sales channels of local makeup – cosmetics specialty stores, plus large commercial supermarkets. The sinking of channels has made the performance of the local makeup market this year unsatisfactory.

For local cosmetics, whether it is good or bad, it is no longer important in 2010. What is important is how to sum up the past and plan for the future. Song Baowei told the “China Washing Cosmetics Weekly” reporter that one of the biggest drawbacks of domestic cosmetics brands is that they are too eager for quick success. He said that many brands are now too eager for quick success, and frequently changing agents, too frequent replacement agents can easily cause instability in the market. He hopes that manufacturers and agents need to understand each other, trust each other, and support each other. In the interview, he asked the reporter: “Imagine the brands that you represent. You don’t know if you will change hands any day. Who can do it?”