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2019年中国化妆品企业如何赢得消费者?

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2019年中国化妆品企业如何赢得消费者?

发布日期:2019-02-15 作者:小林 点击:

2019年中国化妆品企业如何赢得消费者?

  2018年的化妆品市场刚刚落下帷幕,开启2019年的,是新的零售环境下,中国化妆品市场的新局面。


2018双十一天猫美妆三大关键词

搜狐足彩ZAITANDAOZHEIGEHUATIZHIQIAN,RANGWOMENKANYIXIAHUAZHUANGPINSHICHANGZHENGZAIFASHENGSHENME。MEIYINIANTIANMAOSHUANGSHIYIDEXIAOSHOUBANGDANPAIMING,DOUKEYIBEISHIWEISHIXIAOFEIZHEYIYUANDEYIGETOUPIAO。NEIMEZAIGUOQUSANNIANLI,TIANMAOSHUANGSHIYIFASHENGDEXIAOFEIZHETOUPIAO,BEIHOUDAIBIAOLEXIESHENMENI?

 

WOMENKEYIKANDAO,2016NIAN,TIANMAOMEIZHUANGSHUANGSHIYIXIAOSHOUEPAIZAIQIANSHIMINGDEPINPAIFENBIESHIBAIQUELING、OULAIYA、SK-II、YIYEZI、ZIRANTANG、YASHILANDAI、HANSHU、BAICAOJI、OLAY、LANKOU。WORENWEI,2016NIANDEPAIMING,TEBIEQIHEWOMENXIANZAIJUEDADUOSHUXINGYERENSHIDUISHICHANGDEJIBENKANFA:WOMENGUOHUOMANQIANG,BENTUPINPAIHAIYOUXIANGHANSHU、YIYEZIZHEIXIEDAIBIAOXINGDEPINPAIRUBANG。

 

DAOLE2017NIAN,QIANSHIMINGBIANCHENGLEBAIQUELING、ZIRANTANG、LANKOU、YASHILANDAI、SK-II、OLAY、OULAIYA、YIYEZI、YUESHIFENGYIN、ZISHENGTANG,YOUCIKEJIAN,HUANJINGZAI2017NIANYIJINGKAISHIQIAOQIAOFASHENGBIANHUA。

 

搜狐足彩JINRU2018NIAN,WOMENFAXIANHUANJINGCHEDIGAIBIANLE,BANGDANQIANSHIMINGYIJINGBIANCHENGLELANKOU、OLAY、OULAIYA、YASHILANDAI、SK-II、BAIQUELING、ZIRANTANG、HomeFacialPro、WEINUONA、YUESHIFENGYIN。2018NIANDEBANGDANDUIYUNIANNIANDOUGUANZHUSHUANGSHIYIYEJIDEWOLAISHUO,SHIYIGETEBIEDADEZHENDONG。


   微信图片_20190215103535.jpg

ZHANGQIYILAI,ZAITIANMAOMEIZHUANGSHUANGSHIYIXIAOSHOUBANGSHOUDEPINPAI,DOUSHIGUOHUOZHANJULINGDAOXINGDIWEI,BAIQUELINGCENGJINGLIANXUSANNIANDIYI,ZAIBAIQUELINGZHIQIAN,AFUYEZUOGUOHAOJINIANDIYI,DAOLEJINNIAN(2018NIAN)QUERANGWEIJILEGUOJIPINPAI,ERQIEQIANSHIMINGZHONGGUOHUOPINPAIDEMINGCIDOUYOUSUOXIAJIANG。

 

ZHEIMEYIGEJIANGFA,WOJUEDEBUSHIOURAN,QISHI2018NIANZHEIGEBANGDANDEMINGCIYUANBENHUIGENGZAOCHUXIAN,ZHIBUGUOKEGUANLAISHUO,2017NIANHENDUOGUOHUOJINXINGLESHUADANCAOZUO,DANGSHIHAIMEINEIMERONGYIXIANXIAN,DAOLE2018NIAN,HENDUOGUOHUODOUYIJINGFANGQIDIKANG,ZHIDAOKAOSHUADANYESHANGBUQULE,SUOYICAIHUITURANCHUXIANYIGEZHEIMEDADEBIANHUA。

 

SHISHISHANG,ZHEIGEBANGDANZHENGDAIBIAOZHEWOMENZHEIYIDAIXIAOFEIZHEDEZHONGYAOTOUPIAO,ZHEIGETOUPIAOBEIHOUYIWEIZHESHENME?WORENWEI,CONG2018NIANTIANMAOSHUANGSHIYIDEBANGDAN,KEYIKANCHUSANGEGUANJIANCI。

 

第一个关键词,叫咸鱼翻身。

 

2016NIANYIQIAN,OLAYCENGJINGLIANXU5NIANYEJIXIAHUA,MEINIANDOUXIAHUA10%ZUOYOU,DAO2016NIANKAISHIYOULEQISE,2017NIANFANHONG,2018NIANXIANYUFANSHEN。ZAIJINNIAN(2018NIAN)DESHUANGSHIYIXIAOSHOUYEJILI,OLAYZHANJUTIANMAOMEIZHUANGXIAOSHOUEDIER,QUANWANGXIAOSHOUEDIYI。RUGUONISHUONIZENGZHANGYALIDA,WORENWEIMEIYOUSHEINENGBIOLAYDEZENGZHANGYALIGENGDA。DUIYUOLAYZHEIYANGJIEJIN40YITILIANGDECHAOJIPINPAILAISHUO,WORENWEITADECHENGGONGKEYISHUOSHIDAXIANGZAITIAOWU。OLAYZHEISANNIANDEFAZHANMIJUE,ZHIDEWOMENSUOYOUBENTUPINPAIQUXUEXI。

微信图片_20190215103752.jpg

第二个关键词,叫高贵不贵。

 

搜狐足彩LANKOUYUANBENSHICHUYUJINZITAJIANDUANDELINGDAOXINGPINPAI,JINNIAN(2018NIAN)LAIDAOTIANMAO,YIYUECHENGWEITIANMAOMEIZHUANGSHUANGSHIYIXIAOSHOUEDIYI,YUANCHAOOULAIYAJITUANDEYUQI。

 

搜狐足彩OULAIYAGANGGANGGENTIANMAOKAIWANLE2019NIANSHUANGSHIYIDEHUIYI,2019NIANSHUANGSHIYIYUJIXIAOSHOUEJIANGPO10GEYI。CONG2019NIANDE1YUE1RIKAISHI,OULAIYAJIUYIJINGKAISHIZHESHOUZHUNBEISHUANGSHIYIDEQUANQIUBEIHUO,YINWEIDAJIADOUZHIDAO,MEIYOUJIANGJIN1NIANSHIJIANZUOZHUNBEI,XIANGYAOZAISHUANGSHIYIDE1TIANSHIJIANLIBEIQI10YIYUANDEHUOPIN,JIHUSHIBUKENENGDE。

 

搜狐足彩LANKOUDECHENGGONGYOUYIGEZHONGYAOYUANYIN,TAYOUYIKUANTEBIECHENGGONGDEBAOPIN,JIAODAFENSHUI。ZHEIKUANDAFENSHUICHENGGONGQIANGZHANLEWOMENGUOHUOLINGYUTONGLEIXINGCHANPINDESHICHANG,YIYUECHENGWEINIANQINGXIAOFEIZHERUMENXINGDESHOUXUANHUAZHUANGSHUI。LANKOUTONGGUOZHEIMEYIGEDANPIN,CHENGGONGDIBAZISHENGAOBUKEPANDEGUOJIXINGXIANGBIANDEJIEDIQI,RANGGENGDUONIANQINGRENQUGOUMAI。


第三个关键词,叫新锐出道。

 

WOMENRENWEI2018NIANSHIXINRUIPINPAIJITICHUDAODEYINIAN,ERQIESHICWEICHUDAO。HomeFacialPro、WANMEIRIJI、WISDENGXINRUIPINPAIXUNSUJUEQI,BUZHISHIZHEIXIEPINPAI,GUOQUBANNIANSHIJIANLI,WOMENWEITIANMAOZUOXINRUIPINPAICHUANGYEDASAISHI,KEYISHUOSHIQINYANJIANZHENGLEXUDUOPINPAIDEJUEQI,BINGQIEZHEIYUANYUANBUSHIJIESHU。

搜狐足彩GUOQUZHEIYINIANSHIJIANLI,JIYOULAOPINPAIFANSHENLE,YOUYOUGUOJIPINPAIJINXINGXIACHEN,HAIYOUYIPIXINRUIPINPAIZHENGZAIJUEQI,SUOYOUDEBIANHUADOUZHIXIANGTONGYIJIANSHI:SHIQINGZHENGZAIQIBIANHUA,ZHENGGEZHONGGUOHUAZHUANGPINSHICHANGDEHEXINKEQUN,HESUOYOUSHENGYIPANDUANDEJICHUDOUZAIFASHENGZHONGYAOBIANHUA,ZHEIZHONGBIANHUAJUEDINGLEWOMENDUIWEILAIDEPANDUANHEZHONGYAORENZHI。

 

ZHEIZHONGBIANHUASHUOMINGLESHENMENI?HUAZHUANGPINSHICHANGDECHAOJIWUZHONG——QIANXIYIDAIJUEQI。

 

ZHEILIDEQIANXIYIDAIFENWEILIANGLEIQUNTI。DIYILEISHIYSHIDAI,NIANLINGZAI25~34SUI,TAMENZAIHUAZHUANGPINSHICHANGZHANBIDADAO34%,NIANZENGZHANGEDADAO24%,NIANJUNHUAZHUANGPINXIAOFEIJINENENGDADAO1257YUAN;DIERLEISHIZSHIDAI,NIANLINGZAI15~24SUI,TAMENZAIZHENGGEHUAZHUANGPINSHICHANGZHANBIDADAO29% ,NIANZENGZHANGEDADAO 24% ,NIANJUNHUAZHUANGPINXIAOFEINENGDADAO1400YUAN。

 

搜狐足彩TONGGUOYISHANGSHUJUKEYIKANDAOYIGETEBIEYOUYISIDEXIANXIANG,NIANLINGYUEDIDEXIAOFEIQUNTI,XIAOFEIJINEYUEGAO,ZENGSUYUEGAO,KEDANJIAYUEGAO,TAMENGOUCHENGLEZHENGGESHICHANGZUIHUOYUEDEYINSU。

 

搜狐足彩JINTIANDEQIANXIYIDAIYIJINGCHENGWEIZHENZHENGZUOYOUSHICHANGFAZHANDEZHUJIAO,RUGUOHAIYOURENHAIZAIBAOYUANZIJIBEIMOUGEPINPAIDABAI,NEIMEWOYAOGAOSUTA,TASHIBAIDEZHENZHENGYUANYIN,YIDINGSHIYINWEIMEIYOUCHUDADAOQIANXIYIDAI。





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