Transnational Biggest Names In "call Of Duty" High-end Washing Market - P & G, Bons -

Made in the personal care market, P & G, Unilever will undoubtedly occupy a dominant

position at the same time, poetry Finland, Shu Lei, Olive, well Di, La Fong, County Flower Show, Bo Lisi brands will be in , cover the floor completely surrounded by low-end market.

To Win in, cut into the high-end personal care hair market in recent years, Shiseido launched sales for the Chinese market, "the water secret code", "Hui-Yun", after the two brands, but also at the end of last year's launch of the company's highest Location of personal care end hair product brand "Si Bei Qi." In addition, Amore personal care series, also began to penetrate the terminal market last year. Not difficult to see the quality of the response to rising consumer demand for more well-known luxury brands to high-end personal care products made form of involvement, in the end quickly "pie" made in China personal care products market.

Cut into high-end, sub-"food" market

Currently, the market increasingly competitive personal care category, Procter & Gamble, Unilever, BONS Personal care products have occupied a large market share, pull Fang, Gone with the Wind film brands such as circulation is in the low-end consumer groups to meet market demand. Store in the upscale department store operator and the product mix on the supermarkets to the supermarket and general store to differentiate line, high-end brand of natural personal care category came into being.

Jinan Ginza shopping mall supermarket commodity area manager for Jiang Xu Jie said, "Shiseido's the 'secret language of water' brands to enter the supermarket has been 6 years, although prices are high-end personal care category price (65 / 500ml), But sales have been very satisfactory, in the personal care category items behind Pantene and Head & Shoulders on. Meanwhile, the brand is very rapid development momentum, and now has an average of 4-5 million in the past few years / month sales rise to 8 thousand dollars per month.

Jiuguang supermarkets in Shanghai, Wuhan International Plaza Shopping Center Super Life Museum, Jinan Ginza shopping mall stores such as supermarkets understand that the current high-end department store brands upgrade in the same time, supermarkets have also implemented internal improvements to upgrade the brand to distinguish between KA traditional stores. Brand choice in the personal care category, the Shiseido's "water of the secret code", "Hui-Yun", "Si Bei Qi," Amore wash Hair Care Series , L'Oreal personal care series, Kao's the "Asience", etc., have have cut into the terminal market, launched a higher level of confrontation.

The personal care stores and general supermarkets, compared to class brand, Jiang Xu Jie analysis, "Product quality and stability of these brands, packaging, full texture, a higher overall price positioning, the retail price is generally 25-80 yuan / 200ml-600ml the same time, in addition to capacity on a single product of ordinary type (200ml-1000ml), the prior agreement of the launch of travel set, white-collar workers and business people to meet individual needs. "

To fill the vacancy, an additional channel

In some Cosmetic Store, personal care category is divided into two categories the brand, one is to take on high-end brand of line, the other is the Japanese-based channels of professional personal care products penetrate. The kind of high quality and personal care brands just to the professional point of view right on the blank piece cut into the market.

In 2003, Shiseido introduced the first luxury personal care brands, "Mari water," since its "Benefit Run," "Si Bei Qi" brand in recent years, successive professional, high quality personal care and other attractions to occupy the high-fat end of the market. It is understood that, in 2003, "Water of secret code" listing, the company first in Beijing and Shanghai from the powerful supermarkets, department stores, the Distribution Issues in the selection of points, number about 400. As the product positioning in the high-end consumers, the initial product awareness training will also select some high-grade office buildings, high-end fitness and entertainment hall free sample release. By now, consider the brand recognition and word of mouth has completed initial pre-training, "water of secret code" has been used in different parts of the establishment of wholesale manner, expansion of channels, extending the brand awareness.

Another report, the latest members of the Shiseido?? "Si Bei Qi" high-end personal care category brand will in about 1,500 department stores sales counters and Watson's daily necessities, and about 400 Shiseido cosmetics store, a total of up to 1900 Expand store sales.

by: gaga

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