Makeup brand polarization

Many merchants have seen the unlimited potential of the Chinese makeup market , and have been growing at an annual rate of more than 30% in the past few years. They have become China's most promising economic entities. In the past year or so, many foreign brands have Newborn brands are pouring into the Chinese makeup market, hoping for the rise of the “lipstick economy”. The concentrated outbreak of brand numbers has caused many new-born brands to break through their heads to expand their outlets and stand on their heels.

1, the makeup consumption is fatigued

Newborn brands such as the number of rivers in the Ganges, and the reaction of the terminal market seems to be much more deserted. By the end of the year, a make-up store in Wuhan Pedestrian Street is undergoing special promotions before the renovation, and the bustling customers have made reporters feel that the pre-holiday business is hot. However, another person familiar with the matter did not agree. He said that the store has been renovated three times this year. The meaning of "business is not good for the whole counter" is quite obvious.

The reporter surveyed a number of dealers and specialty stores in Hubei, Jiangsu, Heilongjiang, Shandong and other provinces. The sluggish retail market has become a common consensus.

The Pearl River Delta bears the brunt, and the whirlwind of the "lipstick economy" does not seem to have visited this open economic port. When visiting the Pearl River Delta at the beginning of the year, due to the economic crisis in Dongguan and Shenzhen, the factory closed down or the orders dropped sharply, and the flow of people was reduced by one-third. While actively implementing the remedial measures, the operators put the treasures in the hands. The coastal economy is picking up as soon as possible. But at present, Zeng Tongshang, manager of Shenzhen Shanghui Cosmetics Business Department's direct sales office, told reporters that the signs of the shrinking of the entire business district to the urban area this year are very obvious. The economic situation of the industrial zone has not improved significantly by the end of the year. On the other hand, urban department stores and commercial channels are more cautious about brand selection. Most shopping malls rely on activities to protect their performance this year. Many brands are in the doldrums. The Qiaodi Shanghui and Shanghui brands that they operate are also facing the dilemma of single-store investment rising and output decline. With a large amount of resources, open up group purchases and other channels, increase new outlets, and the brand and after-sales service advantages of the direct sales area, Qiao Di Shang Hui can achieve the 20% growth target. Central China, East China, Northeast China and other places have also been affected by the low consumption atmosphere. The sales volume of Wuhan Caosa cosmetics chain marketing agency with 13 directly-operated stores this year was about 2 million yuan, which was the same as last year. Zhang Xiaofeng, the company's deputy general manager, admits that this year's consumer environment is much worse than last year. This year, in addition to Korea's Alice and color zones, their makeup team also added LOVE FOR KEEPS, a promise created by makeup artist Mao Geping, and South Korea. Love fire two brands. However, according to the current situation, the Caisha store has been unable to achieve the plan of “adding a brand and increasing sales by 20%”.

Jiangsu Huai'an Liren's washable makeup sales situation is not satisfactory. This single store has a sales of nearly 10 million yuan in the third-tier city stores. In the past two years, there are 6 make-up brands, and there are 5 make-up BAs in a single store. The performance is good, accounting for 30% of the store sales, and this year's general manager Yue Zhongfeng told reporters that the overall performance of the makeup decreased by 20%, the annual can only reach more than 2 million yuan.

2. Polarized brand camp

Then, what is the reaction of the surge in the number of brands and the market's fatigue? What is the impact on the brand? There are many indications that the development of the makeup brand showed a significant polarization in 2009.

According to the data provided by the well-known research institution CTR, in the first half of 2009, compared with 2008, in addition to the top three positions of Maybelline, L'Oreal and Mary Kay, the fourth to fourth places are all “Easy Masters”, Oupley, Yu Sai There are different degrees of decline, while Dior, Revlon and ZA even listed, L'Oreal, Lancome and Kazilan showed strong upward momentum.

As the only make-up brand in the Chinese market with annual sales of more than RMB 1 billion, Maybelline continued to defend its 23% market share with a new image, 12,870 sales outlets and the first advertising investment in the cosmetics industry in 2009. Lock up a large number of consumers in China.

The well-known domestic brand Kazi Lan has relied on years of market accumulation, coupled with large-scale advertising and new product delivery in 2009, showing a long-term “fundamental” in the terminal market, and 50%-100% growth in many markets.

The rankings in the national market are in line with the specialty store market. Ikalu Shi opened up 30 outlets in Heilongjiang Province this year. At the same time, it was able to maintain about 20% with local Taiwan advertisements, frequent salon meetings, publicity lectures and other activities. Upgrade. Chen Jiangsheng said that in the specialty store market, only a few brands such as Kazilan, Qiaodi Shanghui and Ikalu Shi can maintain the terminal sales performance, although the brand of the “new generation” who chose the franchise store channel as the main channel was occupied. More than 80%, but the terminal brand performance and ranking flexibility is very large.

Zeng Shangtong told reporters that in the storm, a small number of companies entered the market early, and enterprises with stable market operations can still hold on, but the number of brands that fall is not small. In Hubei, many brands have appeared in the same place. Whether it is the color zone that has been the first in the country for six consecutive years, it is still a new degree of stagnation in the new and sophisticated Di Shanghui and the big brand Revlon.

“The turning point of the Pearl River Delta began to appear in the Spring Festival, and the replenishment volume of the owner was reduced by half compared with the previous one.” Even if the purchase volume of the terminal store is only the same as last year, this itself has conveyed a signal of decline, because the proportion of investment this year is greater than last year. Zeng Shangtong said frankly that the investment in market resources has become a big part of the cost. It is understood that in a number of make-up companies, the service team and activity input composed of makeup trainers accounted for more than 35% of the company's operating costs. Such high-load operation is obviously not a long-term development of the brand.

In addition, domestic pioneer brands such as Kazilan, Qiaodi Shanghui and other savings forces have begun to seek to cover the national market and attack the department stores. Chen Shiquan, the marketing director of Kazilan brand, said that it is an important task for Kazilan to enter the first-class department stores in the second-tier cities and focus on the mid-to-high-end department stores in the first-tier cities. Shang Hui is intensive in the brand image and products, more fashionable products, the entry of TV commercials, and makes Shang Hui gradually open the door of department stores. Yao Jiaxiang, the brand's marketing director, proudly stated that “Qiao Di Shang Hui is no longer just a regional brand, but gradually grows into a national brand, and has achieved breakthrough development in more than 90% of the country's market. progress".

On the other hand, Ikalu Shi, Elan, and the next sister brand of the color zone - the color little witch, etc., these brands with an average price of less than 100 yuan are locked in the third and fourth line market.

Opportunities outweigh the challenges. In early 2009, almost all companies expressed confidence in this year's grand vision, but some of them may have no way to fully support such confidence until the end of the year. This situation cannot be reminiscent of the film "2012". When the crisis came, the Noah's Ark made in China was the hope of saving the world. However, there are restrictions on the number of the Ark. Therefore, no matter how high or low, there must be a cruel contest. In reality, regardless of the size of the strength, regardless of the mode of operation is intensive or extensive, the brands are also engaged in a competition, but the final ticket will be the brands that have struggled.

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