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canada goose parka chateau The domestic cosmetics brand cosm [复制链接]

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Sina App: Live on-line blogger to guide   national team main quietly brewing a big move into gold pit  
original title: domestic cosmetics difficult to break the brand dilemma

keyword
has been the domestic skin care market has been dominated by Europe and the United States, South Korean brands to control the local brand survival environment is quite difficult. In recent years, some domestic products has shown a good development trend, such as by "double 11" sold 145 million yuan of good results in a single day, a beauty sales champion; new stores Herborist settled in Shanghai Pudong International Airport, and opened its first overseas flagship store in Paris. But the individual brand dazzling performance still cannot cover the domestic skincare industry overall difficulties, such as the problem of brand aging, lack of innovation.
The
performance counter attack
since the foreign skin care brand to enter the domestic market, the survival of local skin care products will be severely squeezed, facing the increasingly serious problem of survival. However, in recent years, domestic large counter attack potential. The National Bureau of statistics released data show that in 2015 the domestic cosmetics retail sales reached 204 billion 900 million yuan, an increase of 8.8%, cosmetics market after Japan and the United states.
this year "double 11" went on sale 20 minutes, 100 sales reached 40 million yuan, exceeding the 2014 "double 11" sales of its beauty all day long, leading the first break billion, all day long sales reached 145 million yuan. By L'OREAL, SK-II, beyond the international big names such as Estee Lauder, Tmall won the beauty category sales champion. 2015 double 11, 100 flagship store has become the beauty category only 100 million businesses with sales of 107 million yuan, the other two domestic brand Han beam and CHCEDO official flagship store which reached number two or three. Public data shows, by 2015 sales reached 10 billion 800 million yuan. The 100 group market management center marketing director fees Qiwen said earlier that the next three years pehchaolin will strive to achieve full channel retail sales 20 billion yuan target.
2015, Shanghai Jahwa 9.58% growth in operating income reached 5 billion 846 million yuan, of which cosmetics business nearly 2 billion 100 million yuan. According to the PRC, market research firm, in 2015, the market share China department store channel, Shanghai Jahwa brand Herborist is the only one in the top 20 domestic brands. 2015, opened its first overseas flagship store in Paris core shopping district, this year, gathered in the international brand Shanghai Pudong International Airport opened a new store. Domestic cosmetics brand presents an expanded attitude, into the international market.
According to
statistics, CHCEDO has Garan set "
        
              
        
        
        
        
        
      
        
    
        
        

  
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  原标题:国产化妆品难破品牌化困局
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  关键词
  一直以来,国内护肤品市场都被欧美大牌、韩国品牌把控着,本土品牌的生存环境颇为艰难。近两年,部分国内护肤品呈现出良好发展态势,如百雀羚“双11”单天卖出了1.45亿元的好成绩,成为美妆类销售冠军;佰草集的新门店入驻上海浦东国际机场,并在巴黎开设了首家海外旗舰店。但个别品牌的亮眼成绩依然无法遮掩国内护肤品行业整体面临的困境,如品牌老化、缺乏创新等问题。
  业绩逆袭
  自从外资护肤品牌进入国内市场,本土护肤品的生存空间便遭到严重挤压,面临的生存问题越发严峻。然而近两年,国内护肤品大有逆袭之势。国家统计局公布的数据显示,2015年国内化妆品零售额达2049亿元,同比增长8.8%,化妆品市场规模仅次于日本与美国。
  今年“双11”开卖20分钟,百雀羚的销售额达到4000万元,超2014年“双11”全天销量,其美妆领跑率先破亿,全天销售额达到1.45亿元。百雀羚超越国际大牌欧莱雅、SK-II、雅诗兰黛等,蝉联天猫美妆类销售额冠军,canada goose arctic program。2015年的“双11”,百雀羚旗舰店以1.07亿元的销售额成为美妆类惟一破亿的商家,另两家国货品牌韩束和自然堂的官方旗舰店分别拿下第二、三名。公开资料显示,百雀羚2015年销售额已达108亿元。百雀羚集团市场管理中心市场总监费琪文此前表示,未来三年百雀羚将努力实现全渠道零售额200亿元的目标。
  2015年,上海家化营业收入增长9.58%达到58.46亿元,其中化妆品业务近21亿元。据中怡康市场研究公司数据显示,2015年,中国百货渠道市场份额中,上海家化的名牌产品佰草集是惟一进入前 20位的本土品牌。2015年,在巴黎核心商圈开设了首家海外旗舰店,今年在聚集了国际一线品牌的上海浦东国际机场开设新门店。国内的化妆品牌呈现出扩张的姿态,走进了国际市场。
  据统计,拥有自然堂的伽蓝集团2015年在中国护肤品市场份额中位列第五,成为惟一跻身前五名的中国化妆品企业。2016年“双11”,自然堂在天猫单店销售破亿,达到1.08亿元。
  品牌老化
  少数品牌的良好态势无法掩盖国内化妆品行业的问题。
  以相宜本草为例,2007年是其风头最劲的时期,2008年吸引到1000万美元的风投。随后业绩连年上扬,其2012年公布的招股书显示,2010年、2011年,营业收入分别达到了7.5亿元、13.35亿元,增长率高达98.76%、78.11%。
  对于当时不少年轻群体来说,主打中草药的相宜本草是符合中国人肤质的国货品牌,并不比国外大牌差。但主动停止IPO之后的相宜本草,在生产经营上也陷入了停滞不前的状态,市场份额明显下降。2015年,相宜本草的回款约为11亿元,较2013年鼎盛时期的23亿元缩水了一半。今年“双11”,相宜本草的销量也不尽如人意。
  现在的相宜本草有“过时”之嫌,它的包装风格、产品功能等与现在的年轻消费主力的喜好并不吻合,在科技成分上也缺乏竞争力。此外,相宜本草在产品更新、品牌升级上也较为落后。相宜本草2015年对旗下四大明星系列产品做了形象和配方上的升级,但距离上一次已五年之久。资深品牌顾问姜晓峰表示,国内品牌想要获得消费者青睐,就要不断做好差异化,无论是产品概念还是品牌营销,一旦失去了不同之处,消费者就失去了购买的理由。
  此外,想要赢得消费者,http://rush-group.com/information/apeboard_plus.cgi/,不仅需要良好的品牌营销,更重要的是产品功效。这就要求企业在科研创新上进行大量投入。而外资品牌往往在研发力度上远远大于国产品牌,同时用料也更加讲究。缺乏创新也体现在国内化妆品企业的同质化竞争、抄袭模仿创意上,例如中草药的概念出现之后,很多产品也纷纷打出草本精华、中药成分等旗号。
  突围尚难
  国内品牌近两年获得了喜人的发展,但在面对国际品牌时,依然问题重重。
  据国家食药监总局数据,截至2016年1月,我国持证的化妆品生产企业约4200家,其中国内化妆品中小企业数量占60%以上,品牌以中低端市场为主。高端化妆品市场依然缺乏具有竞争力的国产品牌。
  资料显示,2015年,中国百货渠道市场份额中,佰草集是惟一进入前20位的本土品牌;但所占市场份额仅为2.8%,排名第一的为雅诗兰黛占8.8%,第二名兰蔻占8%。
  此外,韩系化妆品强势进入,http://www.mutuallyassuredsurvival.com/wiki/tiki-view_blog_post.php?find=&blogId=1&offset=40&sort_mode=created_desc&postId=340&show_comments=1/,使中国化妆品市场的竞争更加激烈,尤其韩系化妆品大多集中在中低端,与国内品牌形成了较为针锋相对的局势,然而韩系品牌的强劲势头让国产品牌压力倍增。据韩国媒体报道,韩国最大的化妆品公司爱茉莉太平洋集团2016年三季度销售额为1.4万亿韩元,同比增长23%。在海外销售中,亚洲地区的销售同比上升29%,对东南亚和中国的营收全面好转,以人民币为基准计算,对华销售同比增长约50%。
  爱茉莉集团调整在华品牌营销策略,侧重于高增长的产品。其中悦诗风吟增长70%,雪花秀和伊蒂之屋同比增长均超过100%。占销售额30%的成熟产品中,梦妆增长10%,兰芝增长5%左右。
  在欧美、日韩品牌的包围下,本土化妆品的生存环境可谓艰难,要想突出重围,姜晓峰表示,国内品牌仍需科研、品牌两手抓。
  北京商报记者 刘一博 实习记者 郑娜
  记者手记
  护肤是一项需要大笔投入的课题,无论是对于使用者还是对于化妆品企业。“有效果”是“好护肤品”的决定性因素。然而,“有效果”需要资金投入。国内品牌时常因此陷入恶性循环。缺乏吸引眼球的品牌故事,产品缺乏品牌价值,资金力量不足,科研力量贫乏,从而导致产品效果平平,消费者兴趣缺失,最终企业业绩不佳,科研投入力度越发不足。
  现在已不是“酒香不怕巷子深”的年代,好产品会得到消费者的认可,形成口碑效应,但在信息爆炸的时代,很多东西轻易便被掩盖,热点消息被遗忘仅需一周。
  不可否认的是,众多消费者刚开始接触护肤产品时,有迷恋大牌的嫌疑,以品牌作为选择的标准。这让不少默默做产品的国货“很受伤”。深入人心的品牌形象就是商品的标签。这部分可通过营销、广告实现。但当消费者渐渐进入理性消费时代,以“成分表”作为产品区别的原则时,能够让产品胜出的便是在科研上的投入。只有加大在研发方面的投资力度,才能让产品的效用得到切实的改善,从而赢得忠诚的消费者。相信大部分中国人还是愿意支持国货的。
  专家献言
  资深品牌顾问 姜晓峰:
  对国内化妆品牌来说,从基础领域一下跳到高端领域并不现实,但可以通过一些方法来弥补与欧美、日韩品牌的差距。第一种方式是“分步走”。比如,从低端向中端靠拢,就需要从研发做出更多投入。但冰冻三尺非一日之寒,化妆品研发实力也并非短时间内可以培养出来的,那么国内企业可以选择第二种方式,即海外收购。海外有很多小众品牌,http://www.kclaus.com,有自己独特成熟的配方和工艺,如果国内化妆品牌可以将这些比自身高一档或高半档的品牌收入囊中,再进行大规模生产,那么或许可以在比较短的时间内实现研发和工艺上的突破。后期在国内市场的推广和渠道方面下足功夫,产品就能实现较好的发展。
  “分步走”的方式需要长时间的积累,五年到十年不等,甚至更长时间。第二种方式见效快,但要求企业有足够的资金实力,同时能够将收购来的品牌有效消化。
  国内化妆品发展到目前阶段,市场已实现充分的竞争,行业门槛、技术门槛都较低,功效、价格上区别并不明显。
            
        
        
        
    
        
        
        
        
        
        
        
        
        
        
    
        
            
        
        
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how long do you use your towel ?
3 months,veste homme canada goose,http://cgi.cc9.ne.jp/~minix/pagelink3/clever.cgi?mode=res&no=282031, 6 months, one year...
towel consumption per capita in China 1.2 / year,

and the United States,http://www.cjrack.com/default.asp?mnuidx=19&field=&keyword=&page=1&gno=6, Japan and other countries are several times.
daily contact with the skin towel enough clean?
for a long time it not only hard, but also a large number of pathogenic bacteria,
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(source: JINGWAH times)
                  
  你家毛巾用多久?
  3个月、6个月、一年…
  我国毛巾消费人均1.2条/年,
  而美国、日本等国家则是几倍。
  每天与皮肤零距离接触的毛巾足够干净吗?
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  教你三步“消毒法”,还你一条清洁毛巾。
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  (来源:京华时报)
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