100 sparrow antelope is heavy brace up ethical day changes mainland of brand reputation our country to protect skin brand market to rise abruptly
100 sparrow antelope -- what once should disappear almost is homebred protect skin old trademark, 3 years sale turned over 6 times, become the star of day of nation brand that the eye shines in changing an industry. From 100 sparrow antelope " not general " sale shift opens the market, the mainland in watching our country day to change an industry instead protects skin trademark, although still be less than the portion of 1/5, but the market demand that optimizes place to derive in consumptive structure is driven, our country mainland protects skin brand to be sure to rise abruptly.
From " mom " to young customer, exceed from business purchase much channel
Business exceeds channel to change a brand easily to bring cheap and negative impression to day actually, besides the brand such as appropriate a book on Chinese medicine, big treasure, the native land brand that protect skin does not choose business basically to exceed, serve as main sale channel in order to specialize in inn however. Day changes the competitive face with intense industry to fall, the supermarket competition of native land brand belongs to blank basically. 2008 around, 100 sparrow antelope chooses to enter business exceeds, covered the consumer group that can contribute sales volume above all quickly -- be willing to be in ramble supermarket when the user that chooses to protect skin to taste a brand group. Nevertheless, these users group integral age slants big; And compare a brand, they more care about the price.
Be in it seems that 90 hind make consumptive group with each passing day at that time, arrange of this with one action makes the brand is affixed very easily " mom " label. But, the age that did not define a product clearly in 100 sparrow antelope is statified. At that time, 100 sparrow antelope released brand-new herbaceous and quintessential series to be propped up as the product, formal 2010 be born its are brand-new fixed position -- " herbaceous protect skin, natural not exciting " , and fixed position of sex of this one function, having wider include limits, apply to complete age paragraph consumer, also can cover aspect of all function that protect skin, if protect blain of wet, dispel, fight consenescence to wait; Herbaceous protecting skin is China's particular characteristic function feature, easy with build poor dissimilation with the foreign capital brand in Shang Chaozhong. And, the entire product line of cloth is delivered after this fixed position is almost perforative, include charm of 3 unripe flowers, gas to wait, became the brand of 100 sparrow antelope to locate, and rather than is onefold product line fixed position.
Chart 1: 100 sparrow antelope " natural not exciting " fixed position uses the brand below Yu Qi
2015, 100 sparrow antelope begins formally to purchase channel in the light of young group setting, build strong impression to the youth, generation public praise: Roll out the 3 series giving birth to a flower that are aimed at young customer; Send force brand shop, begin to enter small business medium of communication; Countrywide college ground is pushed.
Chart 2: Force of hair of 100 sparrow antelope is young consumer consumes channel
Creating public praise field, above all from it is day cat two years continuously double the virus video of the divine turn type that 11 rebates sales promotion films " common saying says well, a woman runnings quickly, have certainly eccentric " begin, to May 2017 that piece " with time oppose " one lens grows divine turn after all graph, the advertisement of 100 sparrow antelope often is given out can draw not little front echo. "With time oppose " chose mother's day, the viewpoint of value that blended in Oriental beauty reads aloud, product advocate dozen fight old function, fight in the abroad such as Lamer, POLA decline the brand is lifted 90 hind fight decline in the market of upsurge, to the youth very benefit from.
Chart 3: 100 sparrow antelope 2017 " with time oppose " advertisement
Unlock sale stage by stage, prize is bigger sell the market
From 2010 100 sparrow antelope invited Mo Wenwei to do brand spokesman to begin, cost of sale of annual of 100 sparrow antelope is added from 150 million yuan of 2011 reach 600 million yuan of 2015. During, 100 sparrow antelope took next the four seasons continuously 2012 " Chinese nice voice " engage by special arrangement counterpoises, in March 2013, guo Lizhi be servinged as sends Tanzania woman and development foundation.
Chart 4: 2010-2015 year watch of important matter of sale of 100 sparrow antelope
Although the sale charge of 100 sparrow antelope 4 years added 3 times, but from final sale data looks, annual sold 100 sparrow antelope 2012 1.8 billion yuan, was 2015 10.8 billion, 3 years sale grows 6 times, return with one action to become in those days day cat double United States makeup protects 11 days of sale skin category champion. To 2017, sale of annual of 100 sparrow antelope 15.9 billion yuan, still maintained high speed growth.
Chart 5: 2012-2017 year dimensions of sale of 100 sparrow antelope and growth circumstance (unit: 100 million yuan, times)
In 100 sparrow antelope in the process of progressively open market, it is to establishing the affection link with consumer actually, promotion " home products " brand force, go to those who advocate Oriental beautiful essence to suit brand of viewpoint of value from the brand that establishs natural ingredient. Skin brand market is protected to go up in our country mainland, although integral market scale is relative not big, but will look at present, besides 100 sparrow antelope, the person that there still are a batch of offsets to expend on the market very the home products brand of benefit from, if hundred is careless,Huang of collect, film is waited a moment. China is homebred the brand that protect skin rises abruptly, the market but period.
Market of the native land brand that protect skin is made an appointment with 1/5, will enter tide
Protecting skin to taste is the scale in cosmetic industry is the largest child industry, take cosmetic whole market the portion of 50.7% . 2017, sale of cosmetic of above of our country dimensions relatively increased 2016 13.5% , criterion overall dimensions was cosmetic market about 2017 371.8 billion yuan, protect skin to taste among them it is 188.5 billion yuan about. Academy of industry of the look up before occupying releases " 2018-2023 year Chinese day changes industry competition pattern and market demand to forecast an analysis to report " , chinese indigenous industry is occupied in protecting skin to taste the market than be less than 1/5, push cipher out with this, 2017, chinese mainland protects skin to taste market dimensions to should fluctuate in 47.1 billion yuan.
Chart 6: 2009-2017 year our country native land brand protects skin to taste market dimensions (unit: 100 million yuan)
Current, industry of our country cosmetic protects skin moral especially driving native land brand still is lacked in course of study. The consumption that is based on a youth upgrades, 100 sparrow antelope advocates the card of Oriental beauty, home made product that establishs individual spirit of enterprise one kind this to be able to greet the space of new growth and investment, develop those who have Chinese culture property to protect skin to taste can make a kind of trend. Predict, homebred protect skin to taste market growth to will maintain exceed even current 12.98% of the left and right sides year all compound increase rate, to 2023, dimensions achieves hopeful 98 billion yuan.
Chart 7: 2018-2023 year our country native land brand protects skin to taste market dimensions to forecast (unit: 100 million yuan)
Analysis of more deepness industry all is in [before look up economics person APP] , OK still with 500+ economist / communication of senior industry researcher is interactive.
