Mix into " water " .
Civil / Xiao Xiao
Recently, card of inferior of division of Europe Lai elegant group osmund appearance is high-key roll out fluid of bottom of a flesh to be tasted newly, emphasize its be China product of the liquid end first flesh on medical makeup market. In fact, as China " medical makeup " the originator of cut into a mountain of the market, osmund appearance is adjusting brand strategy ceaselessly in recent years.
In the meantime, europe Lai elegant group also is increasing the position of pair of medicine makeup. Before before long, the CeraVe of brand of 3 medical makeup that Europe Lai elegant group buys Valeant company division to fall with 1.3 billion dollar, acneFree and Ambi, issue the brand combination of active and healthy ministry in order to perfect group division.
The government expresses Oulaiya, share of medical makeup market is not large, but growth is rapid, compare with Euramerican nation posture, the medicine of predicting China makeup the growth space that the market still has 8 times. Before the data of a report of academy of look up industry shows, 2015, dimensions of market of makeup of traditional Chinese medicine achieves 41 billion yuan in, predict in 2022 dimensions of market of makeup of traditional Chinese medicine will achieve 78 billion yuan.
Active of elegant group of ▍ Europe Lai already had a brand below healthy department division
It is reported, the 3 old drug below division of healthy department of Europe Lai elegant active makeup spring of skin of brand osmund appearance, manage, Xiu Li already all can enter Chinese market at present. Newspaper of 2016 year money shows Europe Lai elegant group, sale of whole world of active and healthy ministry grows 2.4% compared to the same period. Although group division issues medical makeup brand to behave whole to good, medicine of whole cosmetic market makeup portion also is in grow gradually, but as arms of the person at the head of a procession, osmund appearance is in China in recent years the expression of the market however with each passing day type is small.
What did osmund appearance produce?
Of channel tired
"He is absent all corners of the country, what there is him however on all corners of the country is fabulous. " the medical makeup existence in Chinese market namely confirm this word. Current, chinese law still is had no " medical makeup " definition, but " medical makeup " concept however already widely known. Have the meritorious service that should be osmund appearance partly among them.
Osmund appearance entered Chinese market 1998, brought drug-store to make work only the new idea of cosmetic. When those, the collaboration of osmund appearance and drugstore appears give pair of winning situations. Will tell to drugstore, the aureola of foreign capital brand of osmund appearance and elegant back ark display the integral image that promoted drugstore, attracted more young customer for drugstore. In the meantime, higher product profit also brings considerable benefit to drugstore.
And osmund appearance also is being depended on " drugstore is offerred only " fixed position of poor dissimilation channel, and the brand setting of the dermatologist is successful ground general " medical makeup " the concept leads Chinese market. Make public information to show, summit summit period osmund appearance amounts to 3000 in the shop amount of Chinese drugstore, year sale ever broke through 1.5 billion yuan, temporarily scene is not had 2.
The osmund appearance bar in ▍ drugstore
Apparent, this one practice of osmund appearance continued its are in the management of Euramerican market is politic, but what must face up to is Euramerican there is a lot of difference between drugstore and Chinese drugstore. Be in China, drugstore is not the mainstream channel of cosmetic from beginning to end, consumer expresses " the very big factor that purchases cosmetic in drugstore is to be able to brush cure to keep card. " however, as drugstore the crimple of relevant policy, the behavior of this kind of exploit an advantage be able to keep within limits. Together with, the market environment of rapid change, bring about osmund appearance to abandon " drugstore makes work only " attribute, begin much channel development.
2008, osmund appearance begins those who have medium of communication to extend, enter general merchandise, business to exceed stage by stage, the channel such as business of Qu Chen, cable, the policy of a few channel that is aimed at drugstore formerly also somewhat lax. The message says, osmund appearance glided compared to the same period in the sale of drugstore channel 2009 30% .
Date of public of small letter of government of Cong Wei appearance understands Xiao Xiao, at present osmund appearance nods an amount to already dropped in countrywide net reach hundreds, drugstore also is its main sale channel no longer. For example, osmund appearance shares 40 in the shop of Shanghai, bar of inn of its Chinese traditional medicine is sole 2.
In channel of general merchandise, Qu Chen osmund appearance also fails to be extended very well. He Jun seeks advice from responsible population sunlight to express, as a result of osmund appearance this kind " medical makeup " the brand accepts numerous scale narrower and monovalent and inferior, achieve hard in the level ground effect of general merchandise channel, be in at present glide trend, moving stage by stage a general merchandise. Together with, in recent years Japanese medicine makeup arisen original to its also the concussion with consume group of generation certain, grow in Qu Chen channel for instance the silk of Fu Li Fang that rise.
Ding Yun thinks, inn of medical makeup gather may become new breach.
In fact, europe Lai elegant group also is beginning distribution. In May 2016 up to now, europe Lai elegant group already opened Derma Center of inn of gather of 3 medical makeup in China, introduce spring of skin of osmund appearance, manage, Xiu Li to be able to wait for a brand. Besides sale product, this gather inn still offers the skin to detect, the guidance that protect skin around " health protects skin " professional service, europe Lai elegant government expresses to will continue to search potential city have position.
▍ Derma Center
Desalt of medical makeup attribute
Ding Yun expresses, although small numerous the trend that is future, but " medical makeup " poor dissimilation attribute however somewhat desalt. In recent years, the diversity development of cosmetic market makes the plant protects skin, sensitive flesh to nurse, dispel blain, beauty is white wait for effect concept increasingly grow in quantity, and these notional just the concept photograph be identical that with most medicine makeup place alleges.
With elegant overflow main attack sensitive flesh nurses, manage skin spring can be encircled in the expression on dispel blain product can nod photograph comparing, advocate hit those who defend wet filling water osmund appearance besides former some " medical makeup " attribute, did not differ the product of dissimilation to locate. Nevertheless, osmund appearance also made the breakthrough of sex of a few attempts of late.
For instance, the fluid end the flesh that rolls out this is tasted newly. It is reported, "Flesh bottom fluid " it is Lan Kou 2009 to satisfy customer more the product idea that place of the demand that protect skin advances. This " bottle of 89 volcanic energy " product price is 349 yuan, belong to a the price in osmund appearance product line is at present higher. Can see osmund appearance is playing tall brand image conciously.
89 volcano of ▍ energy bottle
Besides, the sale strategy of small gesture also is producing a change. Recruited 2016 " little fresh pork " Zhang Yi is promoted be brand spokesman may be osmund appearance the biggest innovation on sale history. Before this, to model a brand " medical makeup " figure, the propagandist figure that osmund appearance place uses is white unlined long gown of a few dress more " Euramerican doctor " , just also cooperate with a few star of home at most, engage spokesman or first time formally.
Subsequently, on the super brand day that cooperates with day cat, osmund appearance rolls out Zhang Yi to start custom-built ceremony case, undertake timing direct seeding in new media platform, successive 7 days roll out Zhang Yi to promote lovers' prattle video, bring one numerous netizen " lick screen " . Between 7 climate, pour timing video add up to to broadcast a quantity to be as high as 3 thousand. This sale makes osmund appearance obtained pretty good lung-power. Baidu index shows, came in April 2016 between August, the attention of osmund appearance is spent have apparent rise, nevertheless this kind of attention is spent did not get persistent.
▍ comes from Baidu index
cardinal principle, in the osmund appearance that Chinese market grew nearly 20 years, as " medical makeup " the forerunner of the brand, also must face the reality that seeks to live on in crack. Nevertheless, from Oulaiyaji the group increases the position of pair of medicine makeup, and osmund appearance itself tries hard to look in what make on brand heavy model, future is medium the development of market of makeup of traditional Chinese medicine still is worth to expect.
Different perspective
