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Author: Li Yu
as a mature cosmetic market, the development of Australia has many ways to learn from experience. Today, the reporter will take you feel.
talk about Australian cosmetics, you first think of which brand? Julie Kou? Or Aesop?
following Europe and the United States, Japan and South Korea,doudoune de luxe, Chinese consumers are showing growing interest in Australian cosmetics brands. After Julie, Glenn Mar Fran, Kou Aesop, Mor, Natio, Napoleon and other more Australia cosmetics brand began to enter the field Chinese consumers. At the same time, the acquisition of Australia cosmetics brand is also become one of the main choice of international Chinese cosmetics companies, Mor, Glenn Mar Fran, Red Earth, Greenkosy and other brands have been China companies in the bag, it also confirms the relationship between the consumer and the Chinese Australia cosmetics brand is more and more close.
There is no doubt that
, as a leading cosmetic market is mature, the development way of Australia has a lot of experience can learn, at the same time, as the two population differences between the two countries and there are many different. "Cosmetics" (micro signal huazhuangpinbao) reporter personally visited the Australian cosmetics market, bringing the most real phenomenon and experience.
1 driven
Australian cosmetics market demand
Maturity is certainly in today's
Australia cosmetics market is highly competitive, well-known research firm Euromonitor defined in 2015 Australia cosmetics market with slow growth (moderate growth). According to "cosmetics newspaper", the Australia for the cosmetics "stock" basic needs have been fully developed, each year only depend on the constantly updated product line and new makeup products to attract consumers to consume more and more.
in Australia cosmetics market immersed for nearly ten years CMC Packaging PTY LTD Joe Zhou, director of international sales, the Australian population of nearly 24 million, and relatively concentrated in Sydney, Melbourne, the depth of mining subsidence can be extremely limited space. In this environment, a lot of Australian cosmetics companies will look to the outside market in Australia, the formation of the current external drive cosmetics market development situation.
currently hundreds of cosmetics companies in Australia, most of the sales are relying on Thailand, Malaysia, Europe, the United States, China, Hongkong, Chinese China Chinese Taiwan market, part of annual sales of small and medium-sized enterprises from hundreds of Australian dollars,http://www.pybz.cn/E_GuestBook.asp, Aesop Mor, Julie Kou is so.
is the most typical case is located in Sydney, Lanopearl, with Lanopearl, rebrith, including several brands, but Lan>
作者:李宇
作为先行成熟的化妆品市场,澳洲的发展途径有诸多可以借鉴的经验。今天记者就带你感受下。
谈到澳洲化妆品,http://www.hayasoft.com/mao/cgi-bin/simple/apeboard_plus.cgi/,你最先想到的是哪个品牌?茱莉蔻?还是Aesop?
继欧美、日韩之后,中国消费者正展现出对澳大利亚化妆品品牌越来越大的兴趣。继茱莉蔻、Aesop之后,Mor、格兰玛弗兰、Natio、Napoleon等更多的澳洲化妆品品牌开始进入中国消费者视野。与此同时,收购澳洲化妆品品牌也正在成为中国化妆品企业国际化的主要选择之一,Mor、格兰玛弗兰、Red Earth、Greenkosy等品牌先后被中国企业收入囊中,这也印证着中国消费者与澳洲化妆品品牌之间的关系正越来越紧密。
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毫无疑问,作为先行成熟的化妆品市场,澳洲的发展途径有着诸多可以借鉴的经验,同时,作为两个人口差异巨大的国家,两者之间又有着众多的不同,http://lua.sqlite.org。《化妆品报》(微信号huazhuangpinbao)记者亲身走访澳洲化妆品市场,带来最为真实的现象和体验。
1外需驱动的澳洲化妆品市场
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如今的澳大利亚化妆品市场无疑处在高度竞争的成熟期,知名调研机构欧睿在定义2015年的澳大利亚化妆品市场时使用了缓慢增长(moderate growth)一词。而据《化妆品报》了解,目前澳大利亚内部对于化妆品的“存量”需求基本已被完全开发,每年仅仅依靠不断更新产品线以及新推的彩妆产品来吸引消费者更多消费。
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在澳大利亚化妆品市场沉浸近十年的CMC Packaging PTY LTD 国际销售总监Joe Zhou看来,澳大利亚人口近2400万,且相对集中于悉尼、墨尔本,深度下沉可挖掘的空间极其有限。在这种环境之下,很多澳洲化妆品企业都将目光投向澳大利亚以外的市场,形成当下外部驱动化妆品市场发展的局面。
目前澳洲的数百家化妆品企业中,大部分销售都依托于泰国、马来西亚、欧洲、美国、中国大陆、中国香港、中国台湾等市场,从茱莉蔻、Aesop、Mor到部分年销数百澳币的中小企业皆是如此。
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最为典型的案例是位于悉尼的Lanopearl,拥有着Lanopearl、rebrith在内的数个品牌,但Lanopearl公司销售总监Gordon告诉本报记者,其80%的营业收入来自于海外市场,Rebrith主打的绵羊油更多销往泰国、中国等地,成为旗下最为畅销的产品。
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而以外需来驱动市场增长给澳洲化妆品市场带来风险的同时,也造就了澳洲化妆品无与伦比的国际视野,其竞争对手从一开始就定为全球的优秀化妆品企业,这推动澳洲本土企业更加努力地提高自身竞争力。
2高端与大众化妆品市场的分离
在澳大利亚化妆品市场,大众化妆品与高端化妆品市场也存在截然相反的局面。
高端化妆品市场基本被欧莱雅、雅诗兰黛等国际集团旗下品牌所把持,兰蔻、雅诗兰黛、海蓝之谜、科颜氏、SK-II、Chanel、TOM FORD等跨国品牌是绝对的主宰者,其销售渠道主要为David Jones与Myer这两大澳大利亚高端百货系统、丝芙兰以及澳洲本土的高端化妆品零售连锁Mecca,澳洲本土化妆品企业很难在这一市场与之竞争。
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在渠道划分上,除主要销售国际高端化妆品的Mecca以外,澳洲并没有中国大陆地区意义上的化妆品店(Cosmetics Store),取而代之的是在欧美流行的药房(Pharmacy)以及针对批量采购代购市场的折扣店(discount chemist),超市渠道(supermarket)也销售不少化妆品。
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与此同时,电商渠道在近年也成为澳洲化妆品重要的销售渠道之一,但因为人力成本的原因,高端化妆品在电商渠道的销售更为广泛。
与中国市场类似,超市渠道中大部分市场份额也基本为巴黎欧莱雅、卡尼尔等国际品牌所占据,目前澳洲两大超市系统Woolworths、Coles的大部分陈列也集中于这些针对大众消费者的国际品牌。
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因为澳洲医疗制度的原因,药房成为澳洲消费者经常光顾的场所,同时这里也成为Natio、APIVITA、CHICHI等澳洲大众化妆品销售最主要的领地。
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而最值得关注的则是澳洲的折扣药店(discount chemist),这一渠道以大力度的折扣成为代购最为理想的选择。因为来自中国市场庞大的代购需求,折扣药店Chemist Warehouse在短短几年间迅速崛起,在全澳洲开设了300余家连锁,并拯救了数十个在澳大利亚本已濒临倒闭的化妆品企业,成为澳洲化妆品市场的一个独特案例。
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事实上,在澳洲化妆品市场上,零售价格在30澳币(折合人民币近150元)以上的单品即可称之为高端化妆品,而药房、超市与折扣店中10澳币以下的化妆品占据主要的市场份额。作为成熟市场的标志,高强度的竞争在所难免。除茱莉蔻、Aesop等少数幸运儿外,大部分澳洲本土化妆品企业都集中于大众化妆品的销售渠道超市、药房、折扣店,并展开着激烈的厮杀。
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