[Boutique] Cosmetics Planning Book

This article directory 1 cosmetics planning book 2 cosmetics planning book 3 cosmetics planning book article 1: cosmetics planning book

First, the status quo of China's cosmetics industry:

With the improvement of the living standards of our people, the demand for cosmetics has also increased. Before the 1980s, there were only more than 50 cosmetics manufacturers in China, with the highest annual sales of less than 500 million yuan. In 1990, the total sales of cosmetics nationwide was only 4 billion yuan. In recent years, with the rapid development of the economy, the cosmetics industry has achieved rapid development. At the end of XX, there were more than 3,000 manufacturing enterprises in the national cosmetics industry, with a total sales volume of 21.7 billion yuan. Over the past 20 years of reform and opening up, China's cosmetics market sales have grown at an average rate of 23.8% per year, with the highest year reaching 41%. The growth rate is much higher than the average growth rate of the national economy. It can be seen that cosmetics is a huge potential. industry.

It is precisely because of the attractive development prospects that the competition in the cosmetics market is also very intense. Especially after China's accession to the WTO, the competition between Chinese and foreign companies has become increasingly hot. According to the WTO accession agreement, after China's accession to the WTO, China's cosmetics manufacturers will face all-round challenges: the cost of foreign cosmetics entering China will be reduced, foreign high-end cosmetics will be more competitive; some low-end cosmetics will also enter the Chinese market, mid-range Cosmetics will be the focus of competition, which will pose a great threat to domestic companies that produce low-end cosmetics. In addition, after the accession to the WTO, there will be more foreign personal care chain stores and private wholesale companies.

Second, the analysis of the international competitiveness of domestic cosmetics:

If China's cosmetics manufacturers want to be in an invincible position in the domestic market after entering the WTO and enter the international market, they must correctly understand the gap between themselves and foreign companies, know that they are, find a development path that suits them, and thus compete in the competition. win. Chinese and foreign cosmetics manufacturers have a large gap from the overall level. Domestic cosmetics are concentrated in the middle and low-end levels. Most of the products are of low quality, low brand awareness and lack of international competitiveness. From the overall analysis. The main disadvantages of domestic cosmetics are:

1. Low brand awareness:

At present, there are more than 400 joint ventures and wholly foreign-owned enterprises in China's cosmetics manufacturing enterprises, accounting for 14% of the total number of cosmetics manufacturers, but 14% of joint ventures and wholly-owned enterprises produce cosmetics in the domestic market. . This aspect is because foreign cosmetics have good quality, high technology content and high brand awareness. Many of China's cosmetics manufacturing enterprises have heavy taxes and personnel burdens, lack of funds, and relatively low investment in scientific research and publicity, which seriously affects the improvement of product quality, the development of new products and the promotion of corporate reputation. On the other hand, foreign cosmetics manufacturers generally have decades or even hundreds of years of history. Enterprises have rich experience in image shaping and publicity, while domestic companies generally have only a few years or ten years of history, and foreign counterparts. In contrast, there is a big gap between experience and corporate culture. Even some influential domestic brands are inferior to international famous brands in terms of international reputation for technological innovation.

2, the scale is small, the quality is difficult to guarantee:

Cosmetics production belongs to the simple processing industry. Generally, it can be completed by simply stirring the reaction vessels, filling facilities and testing methods. Many of the current cosmetics manufacturers are small factories of less than 10 people. Although the production of cosmetics is relatively simple, there are high technical requirements for quality. Due to the small amount of funds and backward technology, some small factories have solved the production problems but the quality of the products is very poor. The damage to the skin is large, and some of them fail to meet the national health and quarantine standards. In addition, the lack of a modern management system in the operating mechanism can not create the necessary conditions for gathering talents. When the enterprises form a certain scale, these defects become the "bottleneck" that restricts the development of enterprises.

Although there is a big gap between domestic cosmetics and foreign cosmetics, domestic cosmetics manufacturers are familiar with the skin characteristics and consumption habits of Chinese people in the domestic market. At the same time, they can also rely on cheap raw materials and labor in the domestic market. Etc., has certain advantages in terms of product cost, etc.:

1. Consumer preferences:

Some domestic old national brands, such as Meijiajing and Yumeijing, have a stable consumer group in addition to ordinary consumers in the domestic market. These consumers are mostly middle-aged middle-aged and middle-aged, and they have strong national brand names. Preference, the number of people accounts for about 2.5% of the urban population. This advantage in consumer preferences over time has the superiority that other foreign brands cannot match. In addition, due to the differences in skin characteristics between Chinese and foreign consumers, foreign cosmetics manufacturers must have an adaptation period to enter the Chinese market. Although this adaptation period is very short, it has won valuable preparation time for domestic enterprises.

2. Cost price:

Domestic cosmetics manufacturers compete with foreign peers mainly rely on price strategies. At present, in the competitive landscape of Chinese and foreign cosmetics manufacturers, foreign companies mainly occupy the high-end cosmetics market, while domestic enterprises are concentrated in the middle and low-end cosmetics market. The price of foreign cosmetics is generally higher than that of the same grade of domestic cosmetics several times or even dozens of times, mainly to win the market with its excellent quality, and currently domestic brands have the ability to compete with them very little. However, the main consumers of high-end cosmetics in China are high-income people in large and medium-sized cities. These people account for about 1% of the urban population. The market capacity is relatively better than that of domestic low-grade domestic cosmetics. In urban and rural areas, there are vast consumer markets, but this advantage will be weakened as China gradually fulfills its commitments to the WTO. In addition, with the reduction of tariffs and the gradual cancellation of restrictions on various regulations such as the establishment of domestic factories in the domestic market, the production costs and various “entry fees” of foreign enterprises will be reduced, and prices will inevitably be reduced. decline. In addition, a large number of foreign mid-range cosmetics will enter the Chinese market, and low-end cosmetics will become the focus of competition between Chinese and foreign companies in the future.

Third, the media strategy:

Advertising market: nationwide

Advertising goal

1. Use the less cost to cover the target group of the advertisements to the maximum extent and maintain a high frequency of contacts.

2. Expand the brand awareness and reputation of “Shi Xue”, “Bai Mu” and “Bini”.

3. Establish a brand image of North American cosmetics company and consolidate market share.

Advertising target group

1. Helping to enhance the brand awareness of North American cosmetics companies through a certain frequency of media exposure.

2. Quickly establish the affinity and popularity of “Shi Xue”, “Bai Mu” and “Bini” in the target group and potential targets.

3. Promote the comprehensive development of investment promotion and greater penetration.

Fourth, our market strategy objectives:

China has already joined the WTO, and foreign cosmetics companies will accelerate the entry into China's domestic cosmetics manufacturing enterprises with the fulfillment of various commitments in China. We should take active measures to meet the challenges.

1. Change the business concept:

In terms of marketing of cosmetics concept, domestic cosmetics manufacturers should adopt other distinctive marketing methods in addition to the sales method of counter sales. For example, enterprises can graft existing online market resources and fixed consumer groups with the venues, networks and technologies of some professional beauty salons to create a marketing model integrating brands, products and services. Enterprises are "working" for beauty salons, and beauty salons use the advantages of enterprises to serve the public in order to achieve a win-win situation.

2. Conduct correct market positioning:

At present, the main market for Chinese and foreign cosmetics competition is medium and high-end cosmetics. Some foreign cosmetics manufacturers have molded themselves into ideal brands for young white-collar workers or fashion youths in terms of brand characteristics. The price of products is relatively high, far higher than that of China. The level of consumption of the working class. Domestic companies should make full use of this opportunity to occupy the middle and low-end cosmetics market, and because of their own financial, technical and other conditions, they must make such a choice. Once the international competitiveness has improved, it will develop into other markets.

3. Focus on brand promotion:

Advertising is an important means to improve corporate visibility, establish corporate image and build product brand. At present, due to lack of funds, domestic enterprises have invested little in advertising, which has affected the improvement of product popularity, resulting in poor market sales, which ultimately led to poor business performance. The cosmetics prices of many foreign companies are several times or even dozens of times higher than the domestic cosmetics of the same grade. Not all of them are high in technical content and added value, and advertising investment accounts for a large proportion. In the cosmetics industry, advertising guides fashion, especially in the case of subtle differences in cosmetic quality, advertising has become the key to the success of competition among enterprises. Domestic cosmetics companies should raise their brand awareness, absorb the advanced experience of foreign companies, build a good corporate culture, expand their corporate reputation, and form a brand-based advantage based on quality.

4. Improve the level of science and technology:

In order to be invincible in the fierce international competition, cosmetics manufacturers must finally defeat each other in the quality of their products. The key to improving product quality is to increase the technological content of the product. Only by adopting advanced science and technology can we win the commanding heights of market competition. Domestic cosmetics manufacturers are far less invested in science and technology than foreign companies, resulting in low technological content and lack of sustainable competitiveness. The low level of science and technology has become a "bottleneck" that restricts the improvement of the international competitiveness of China's cosmetics manufacturers. After China's accession to the WTO, domestic enterprises must put science and technology development at the key position of enterprise development and lay a solid foundation for enterprise competition.

Part 2: Cosmetics Planning

First, the current status of China's cosmetics industry:

Before the 1980s, there were only more than 50 cosmetics manufacturers in China, with the highest annual sales of less than 500 million yuan. In 1990, the total sales of cosmetics nationwide was only 4 billion yuan. In recent years, with the rapid development of the economy, the cosmetics industry has achieved rapid development. At the end of 2000, there were more than 3,000 manufacturing enterprises in the national cosmetics industry, with a total sales volume of 21.7 billion yuan. Over the past 20 years of reform and opening up, China's cosmetics market sales have grown at an average rate of 23.8% per year, with the highest year reaching 41%. The growth rate is much higher than the average growth rate of the national economy. It can be seen that cosmetics is a huge potential. industry.

Second, the analysis of the international competitiveness of domestic cosmetics:

Chinese and foreign cosmetics manufacturers have a large gap from the overall level. Domestic cosmetics are concentrated in the middle and low-end levels. Most of the products are of low quality, low brand awareness and lack of international competitiveness. From the overall analysis.

The main disadvantages of domestic cosmetics are:

1. Small scale, quality is difficult to guarantee:

Cosmetics production belongs to the simple processing industry. Generally, it can be completed by simply stirring the reaction vessels, filling facilities and testing methods. Many of the current cosmetics manufacturers are small factories of less than 10 people. Although the production of cosmetics is relatively simple, there are high technical requirements for quality. Due to the small amount of funds and backward technology, some small factories have solved the production problems but the quality of the products is very poor. The damage to the skin is large, and some of them fail to meet the national health and quarantine standards. In addition, there is a lack of modern management in the operating mechanism.

The system cannot create the necessary conditions for gathering talents. When the enterprises form a certain scale, these defects become the "bottleneck" that restricts the development of enterprises.

2. Low brand awareness:

At present, there are more than 400 joint ventures and wholly foreign-owned enterprises in China's cosmetics manufacturing enterprises, accounting for 14% of the total number of cosmetics manufacturers, but 14% of joint ventures and wholly-owned enterprises produce cosmetics in the domestic market. . This aspect is because foreign cosmetics have good quality, high technology content and high brand awareness. Many of China's cosmetics manufacturing enterprises have heavy taxes and personnel burdens, lack of funds, and relatively low investment in scientific research and publicity, which seriously affects the improvement of product quality, the development of new products and the promotion of corporate reputation. On the other hand, foreign cosmetics manufacturers generally have decades or even hundreds of years of history. Enterprises have rich experience in image shaping and publicity, while domestic companies generally have only a few years or ten years of history, and foreign counterparts. In contrast, there is a big gap between experience and corporate culture. Even some influential domestic brands are inferior to foreign famous brands in terms of technological innovation and international popularity.

It has certain advantages in terms of product cost and so on:

1. Cost price:

Domestic cosmetics manufacturers compete with foreign peers mainly rely on price strategies. At present, in the competitive landscape of Chinese and foreign cosmetics manufacturers, foreign companies mainly occupy the high-end cosmetics market, while domestic enterprises are concentrated in the middle and low-end cosmetics market. The price of foreign cosmetics is generally higher than that of the same grade of domestic cosmetics several times or even dozens of times, mainly to win the market with its excellent quality, and currently domestic brands have the ability to compete with them very little. However, the main consumers of high-end cosmetics in China are high-income people in large and medium-sized cities. These people account for about 1% of the urban population. The market capacity is relatively better than that of domestic low-grade domestic cosmetics. In urban and rural areas, there are vast consumer markets, but this advantage will be weakened as China gradually fulfills its commitments to the WTO. In addition, with the reduction of tariffs and the establishment of domestic factories in foreign countries

After the gradual cancellation of various regulations and restrictions, the production costs of foreign enterprises, various "entry fees", etc. will be reduced, and prices will inevitably decline. In addition, a large number of foreign mid-range cosmetics will enter the Chinese market, and low-end cosmetics will become the focus of competition between Chinese and foreign companies in the future.

2. Consumer preferences:

Third, our market strategy objectives:

1. Conduct the correct market positioning:

2. Focus on brand promotion:

The advanced experience of foreign companies, the construction of a good corporate culture, the expansion of corporate visibility, the formation of quality-based brand advantages.

3. Improve the level of science and technology:

4. Change business concept:

Fourth, the media strategy:

Advertising goal

1. Use the less cost to cover the target group of the advertisements to the maximum extent and maintain a high frequency of contacts.

2. Expand the brand awareness and reputation of “Shi Xue”, “Bai Mu” and “Bini”.

3. Establish a brand image of North American cosmetics company and consolidate market share.

Advertising market: nationwide

Advertising target group

V. Media objectives:

1. Quickly establish the affinity and popularity of the series of products “Shi Xue”, “Bai Mu” and “Bini” in the target group and potential targets.

2. Promote the comprehensive development of investment promotion and greater penetration.

3, through a certain frequency of media exposure to help enhance the brand awareness of North American cosmetics companies. With the rapid development of the Internet industry, the number of Chinese Internet users has exploded. According to the latest statistics of cnnic, the number of Internet users in the country has reached 33.7 million, of which the proportion of netizens under 45 is as high as 67.8%, which is in line with our respective The target consumer group of the series products, coupled with the low cost of online advertising, is a good and inexpensive carrier, so it is recommended that customers choose the network media at the right time.

Sixth, investment advertising media selection:

"Wings of China", "Eastern Airlines", "Southern Airlines", "Capital Airport Collection"...

The third article: cosmetics planning book

I. Analysis of the cosmetics market

1.1 Analysis of the characteristics of the cosmetics market

1.2 Cosmetics channel analysis

Analysis of cosmetic target consumer groups

2.1 Mass consumer groups

2.2 Special consumer groups

3. Cosmetic product planning 3.1 Cosmetic product form

4. Brand promotion strategy

4.1 Brand positioning

4.2 Cosmetic naming strategy

4.21 Product Naming Strategy

V. Cosmetic marketing promotion strategy

Cosmetic marketing channel strategy

Sixth, cooperation content

1. Cosmetic brand integration and brand planning

1. Brand concept extraction and positioning;

2. Brand story and culture establishment;

3. The core value proposition of the brand;

4. Brand core appeals and slogans

2. New product listing plan

1) Determine the target market and product positioning.

Market analysis

Market positioning

3. Cosmetics promotion planning

Formulate a promotion outline

Promotion task

Promotion goal

Promotion object analysis

Promotional investment

Seven, cosmetic image design:

Brand logo and VI design

A basic element system

B application factor system

Cosmetic brand image and cosmetic packaging design

Packaging Design Commercial Photography Product Brochure Design Investment Brochure Design Terminal Design Leaflet Design Poster Design

Eight, cosmetics brand integration promotion plan:

brand strategy

Market strategy advice

Including market competitive advantage, market opportunity utilization, market occupation/expansion

Advertising Strategy

Including ad entry point, ad execution area

Eight, the establishment of cosmetics investment system

1) Cosmetics investment design

1. Product investment planning, investment advertising design, exhibition plan, soft writing of trade fair

2. New product listing meeting and investment planning and design

2) Cosmetics investment management

1. Investment promotion training plan

2. Agent training program

3. Investment contracts, forms and documents

4. Market personnel training program

Nine, Republican cosmetics brand full service:

Cosmetics planning, cosmetics planning, cosmetics planning, cosmetics planning, cosmetics planning company, cosmetics design

Cosmetics planning book, cosmetics event planning, cosmetics promotion planning, cosmetics VI design, cosmetic packaging design

Republican Cosmetics Planning Template