China's cosmetics market in a long time men is a neglected role. Dictionary of Chinese traditional men, men seem to only In the 21st century, the role of this neglected but what came under the spotlight of cosmetics, a real actor, staged a century drama.
both of which debut in the glittering high end department stores stars, such as Biotherm, Lancome, Clinique, Shiseido, Clarins, Vichy, Christian Dior, as well as the vitality of the modern supermarket kid such as L'Oreal Paris, Olay, Garnier, Gillette, Nivea, Mentholatum, Adidas, Biore, more tempted local brothers, such as Gough, Masculinity, City Baby, You Lan, Terrible, high, NBA, Eve.
in less than 5 years time so many men emerged cosmetics brand or series, appears to many brand is keen to capture the business opportunities, the result is that male cosmetics market as the most important segments the market has been formed. Proved in the past 5 years, male market has become ripe to promote the various brands of cosmetics industry and a powerful engine of growth, more and more new evidence is clear:
his time: the reconstruction of Chinese men aesthetics
the new century, especially in recent years, from the birth of the magazine, we will find more and more men began to focus on their own This caused changes in male aesthetic reasons, one speculation is that the Chinese one-child policy has led to the reduction of marriageable women, and now has begun to result in competition between males to upgrade, so they are more concerned about their appearance. The other possibility is that the era of food and clothing out of physical competition between males, is a new era of clean and refined and the most successful men, a sign of personal charm.
studies have shown that most men in urban China are aware of appreciation ; and 42% were transferred by that
In fact, as the mainland's first Most men also believed that women were attracted to bring their own self-confidence to give attention to; the more the inner beauty shone forth, the man the more positive attitude towards life. In China, many young men aware of the high-income men want to achieve can not rely on their ability to work, decent, young vibrant appearance to make themselves more critical acclaim and success, more and more Chinese men on the appearance attention to it as to achieve social and vocational success factors, so they started using cosmetics to maintain a personal image.
is entering the new century, the great social changes of the male aesthetic cosmetic markets has triggered a huge growth of men. One male skin care market in China increased by 27% in 2009, and 2010, is growing at a rate of 40%, female skin care market is about 5 times the growth rate, by 2010 only male skin care market capacity will be close to 40 billion If the personal care products, including men, men perfume, men make up the male cosmetics and other goods will reach 80 billion market. Male cosmetics market, the market has become one of the biggest surprises.
Chinese men are abandoning the traditional masculine concept, has become the world's most active consumers of skin care products. Men formation and rapid growth of the market for many cosmetics companies market growth in terms of strategy has become a key driver. L'Oreal products for men, has just launched 3 years ago, but now the brand L'Oreal Paris has occupied 23% of business in China in 2010 expected that the L'Oreal Group, sales of men's skin care products will exceed 10 billion. As the company goal of P & G is best defined as the largest beauty care company, hopes to increase 100 million by 2015, new consumers, but they can not win the men know that if P & G customers to fail to realize this goal.
China's men's cosmetics market in terms of market growth potential or capacity to see, just like ten years ago, the woman's beauty product market, there are boundless opportunities. For many cosmetics companies have no need to consider the need to run into the male cosmetics market, and there is only a good insight into the male aesthetic to consider how changes in male cosmetics market really well!
male cosmetics: to meet the full needs of men Image
in
Men's Skin Care Products: skin care products and women emphasized the Horny men and women thicker than the skin,vibram 5 fingers, sebum secretion is more vigorous, and therefore relatively coarse pores, dirt easy to gather, resulting in blocked pores cause acne and acne. Therefore OLAY-depth study by global, defining skin problems plagued the three men, that shiny, tired, rough. L'Oreal Paris Men's Professional Skin Care line, with tired and anti-aging anti-different issues.
Men's hair care products: hair care products for men demand, the hair loss is the focus of man's most troubled, and dandruff and greasy hair, the other men are also troubled by two major problems. Since dandruff grow and metabolic, metabolic strong men aged 20-30 market consumer spending is the main force dandruff. As first proposed the the function of the angle to meet consumer demands dandruff. The King, Softto brands are firmly anti-lock off germinal needs to Jackie Chan, Jet Li to speak to spoils.
male hair styling products: As a young man with short hair styling products need to be more effective for hair styling. Hodges Gatsby Japan sent a best-selling men's brand, entered China in 2002 designed to go the supermarket shelf sales routes. Products covered shape, skin care, facial care, fragrance, tick be five categories of products, its most famous product is a hair styling products fist. Price positioning in the 15-48 dollars, belonging to the middle and low, easy to young people, especially college students to buy.
Men's fragrance: the proportion of the current men's fragrance is still lower than the consumption of women,mac makeup, but men's fragrance products will be very rapid growth. CK, Hugo Boss, Burberry men's fragrance of these three brands are in the top three consumer. The luxury fashion brand established by the original brand image and industry accumulated popularity, cross brand into men's fragrance fragrance market at the beginning, quickly gained consumer recognition. Men's fragrance in the mass market, Adidas is a well-deserved lead who love sports by Zidane, the man told us to use Adidas shower gel and perfume, fragrance products, based on the continuous Adidas Khan launched a fresh take suppression latex beads, fresh spray, ointment condensate suppression Khan family man fragrance product penetration of the body.
men makeup products: the rise of men's makeup, but also by environmental factors causing the problem. Men often have Jean Paul Gaultier at the international launch of the first men on the real foundation, so that makeup is no longer a women. Then MAC, Bobbi Brown, Dior and other female traditional makeup brands have begun to introduce male makeup products, make-up markets to promote male development in Europe and America. Xuan Di in China, Chetti Rouge launched a network of professional men's skin care and color cosmetics brands continue to receive all aspects of self-praise and recommendation.
in the male cosmetics market, the male skin care market accounts for about 40% of the male personal care products account for about 30% of the hair, male hair styling products account for about 15%, about 13% of male fragrance for men Make about 2% of the market, the overall market size of 80 million or so, the male cosmetics market is driven by each category rushing forward.
Quick popular: The marketing strategy of the men's cosmetics
there was a case of cultural critics have said: bid farewell to the introduction of products, will soon enter the growth stage, if we based on product, distribution, price, promotion of the four basic elements in the product description of each brand's marketing strategy of gains and losses will suddenly find that the pioneer can not all succeed only if an accurate grasp of the time node, powerful warriors to guide the customer is driving the market ahead of the hero. Less than a decade, male cosmetics, driven by these heroes create a new epidemic.
losers
1. slow skimming strategy. Behalf of the brand: Jun disabilities, men need their own cosmetics
to high prices, low cost marketing new products aimed at the lowest possible expenses is obtained for more profits. Shiseido was first introduced in 2002, professional male cosmetics brand Jun Shi, a famous Hong Kong actor Ekin Cheng as the spokesperson, including the introduction of the same period Jahwa Goff, will be targeting the China market for the commercial success of over thirty people. Hope to promote the brand new era fashion and decent appearance, and his gentle and strong, careful and considerate of the family, the cause of aggressive image of Chinese men. The absence of strong market-driven, the brand in a very long time no major growth.
2. slow penetration strategy. Representative Brand: Biore, developed facial cleanser for men
low prices, low cost marketing new products. Cheap to expand sales, marketing costs can be reduced with low marketing costs and increase profits. Cleanser as Japan's largest brand, Biore early in 1998 pioneered the concept of men's Oil Control Cleanser, after a period in China's market for men's facial cleanser by its occupied by half a smash hit. But did not last long, as market players continue to join, the lack of brand promotion efforts, new product updates and other problems will slowly exposed so far has lagged far behind L'Oreal, Nivea and other major brands of male cosmetics .
successful
3. rapid skimming strategy. Behalf of the brand: the representative brand: Biotherm, men
that is, high prices, high marketing costs of new products. High price strategy can be implemented in each unit to maximize sales, profits, return on investment as soon as possible; high promotional costs can quickly build awareness, capture the market. In 2001, the L'Oreal Group's Biotherm men's products into China, which is an international high-end skin care products for men first set foot in China brand. But the real turning point came in 2005 to eight-digit amount Biotherm Takeshi Kaneshiro, please speak to a general the introduction of high-end cosmetics, men's skin care products, cosmetics, male star turn promote boom.
4. rapid penetration strategy. Behalf of the brand: L'Oreal, you deserve to have the men's cosmetics
low prices, high marketing costs of new products. Purpose of pre-emptive strike, hit the market as quickly as possible, to obtain the largest possible market share. L'Oreal markets education in the former, the Chinese men's skin care market is still too loose, not the brand leader, influence the characteristics of poor, so the market is difficult to expand. In order to educate the market, L'Oreal in 2007 have passed Wu, Pierce Brosnan and other spokesmen • cut into the male cosmetics market, strong business people around the comprehensive promotion of men, with great success.
L'Oreal men's skin care products in the market soon ad made remarkable sales record - listed on the first phase is expected to make sales than twice the original; Paris L'Oreal men's skin care products accounted for supermarket shelves with the first class products; from four pros and cons of brand strategy, we will find that in China, companies can strive to do at the right time to enter the market and select a specific product, try to make direct sales force toward the most likely buyers, the market as soon as possible to accept the products, they can shorten the introduction of faster into the growth stage, which was all inspired by those who are important.
separation of roles: male cosmetics, the basic characteristics of buying behavior
male cosmetics in China, has always been a separation of purchaser and user of the market. As a buyer, and the Europeans, the Chinese couples often buy cosmetics with 70% of the cases by the women make a purchase decision. Chinese men for hair, or use the wife or girlfriend's skin care products are very natural. As a user, once the formation of the male consumer spending habits, their products and brand loyalty is much higher than women. As consumers purchase and use of features allows us to separate the role of the male cosmetics market in two fundamental issues must be clarified:
first question: the need to create specifically for men's cosmetics brand? not.
men skin care products for most enterprises, the use of what the brand is often a daunting strategic issues. Skin care products for men and women share the same name brands, many companies such as skin care products will be diluted among the women so hard to build up the brand personality. Coupled with a very long time it was generally thought to be carrying the name of women of color often by men with consumers. So we tend to create a separate men's skin care brands, such as
but the real situation is, whether male or female consumers, with the level of product differentiation is not, at time of purchase, brand awareness will be an important determining factor. Another brand often costly brand promotion expenses, and may not be successful. L'Oreal as a leader in brand management, the continuation of male skin care skin care products in the female of its mid-range positioning of them, and will be confident, vibrant brand personality also kept down, the celebrity endorsement strategy has basically continued the female skin care products strategy, while also adding the unique demands of men features skin care products can be said that the more successful one. China's high-end men's skin care market is now almost no professional men's skin care brand, and are made out of female skin care brand extension.
second issue: the need to develop products specifically for men? Yes!
many companies in product development in the male with the female will often traces of goods, the user can not know the man does not care about brand names, but would not concern products. If we want consumers continued to purchase or use, is essential to develop products specifically for men.
First: the functional demands on the simple and effective. Most men pursue a simple skin effect, to realize that they use skin care products and women is not the same. So the male skin care products must be simple and effective way to clear skin and shiny for men, rough, acne, acne, tired and so on.
Second, the product must be fresh and less oil paste. The skin of male characteristics of the oil easier to determine the men in the pursuit of natural fresh products, the use of non-sticky feeling, crystal clear gel paste, often the needs of most men.
Third, product packaging must be simple and easy to operate. L'Oreal products in the abolition of the traditional female products in the common cream bottles, all of the pump head can operate with one hand bottle and the hose, even the new men's Icy Ball Eye Gel strength can also take the beads packed with make trouble for men, can be opened with one hand use. Included in the product packaging to use more transparent packaging to enable men to the packaging of the paste at a glance.
Fourth: the overall sense in the product must be exciting and powerful. The purpose of men use skin care products are also inseparable from its role in identification. And this role is to identify more and better access to social recognition. Therefore, male cosmetics flavor from the product, product packaging and cream color, product name must reflect the masculine.
L'Oreal said its sales of beauty products in Asia, 80% to 85% are developed specifically for Asians. Men's cosmetics as proof of continuing in-depth study of Chinese men, the internal demand for consumer brand competitiveness is an inexhaustible motive force.
stereo channels: for men to provide the most convenient way to buy
and women skin care products, male competition in the mass skin care market, mainly among the small number of foreign brands, the challenge of how to stand out in the market channel strategy is critical match.
a modern super male cosmetics, the mainstream channels to purchase channels
the male cosmetics market is mainly down to advance from the two cities, according to AC Nielsen statistics to ultra modern male cosmetics has become the most important purchase channels. Whether Paris L'Oreal, Nivea, Mentholatum all the major brands in order to improve product penetration and market share will be the main battlefield of modern channels as key inputs. Moreover, according to market growth and the principles of category management, more and more shops choose to be male key products as the target product display and introduction. Part of the Wal-Mart, Carrefour, China Resources Vanguard international chain stores also have awareness of the terminal for the men's care products based on open sales area, store business how to combine the needs of this change and the promotion is an important issue in depth.
Second, personal care and cosmetics store cosmetics shop in an important growth point men;
With the rapid growth of cosmetic stores, many of the existing facial cosmetic shop is at half of the regional division of the class to the men's cosmetics specialty area. Which strengthened the men's skin care products Watson introduction of men's skin care set up a special area, and introduced its own brand of men's skin care line; men's skin care brand image advertising to concentrate on the force, and has further improved. Cosmetics stores across the country are also starting to focus on men's skin care products, cosmetics, men can be expected to become a high-fashion cosmetics store growth.
III men's cosmetics department store into an international brand world;
big men more satisfied with a bottle of skin care to see every day, state treasure, and in the past casually take a bottle from the supermarket shelves more than ten dollars, or tens of dollars of face cream, cream men, now gradually to overcome the psychological barriers, as with their female partners, learn to stand in front of department store to pick their favorite products. September 2009, Wuhan Plaza held a skin care The men around the department store sales growth in skin care skin care is also pressed President. However, the high-end in the male skin care market is now dominated by foreign brands.
Fourth, online shopping may be opportunities for local break point of the new brand;
Men Men's Care Products E site, for example, is a network marketing approach, because men value the brand, and women do not like the comparison and test again, so the network marketing and his truth. Xuan Di (Chetti Rouge) is a professional men's rise in recent years, make-up brand, all products are tailored for men, loved by young men. Therefore, upon the introduction to get wide praise. Two consecutive years the brand has also been the man in authority
five men care centers to become a supplementary channel for secondary cities.
truly professional line of high profits or to men from the theme of men nursing care centers. Men's experience in markets such as Japan and South Korea Care Centre sales of cosmetics sales in total accounted for 60% of men, while less than 2% of the country, Terrible is the center of the beneficiaries of China's men's care, the national experience of more than 300 centers will become high-quality customer and word of mouth advertising can not be replaced, this may be the future of men's cosmetic products is an important marketing.
celebrity endorsements: the spokesperson for the communication to achieve brand positioning
male cosmetics, celebrity endorsements have become a very peculiar field of phenomena, from L'Oreal, Daniel Wu, Pan, Wang Lee Hom Garnier, Olay's Huang Xiaoming, Lin Dan Gillette, Jincheng Biotherm Wu, Goff's Louis Koo, Masculinity Daniel Chan, Shawn Yue Bi soft,blackhawks jerseys, resonant of RINE, Head & Shoulders of Donnie Yen, Jackie Chan King, etc., we can think of almost all the men chose a male cosmetics celebrity endorsements.
endorsement to achieve brand positioning to become the most effective tool of communication. But in the face of this effective tool for how to use the good will of men cosmetics marketing process a key issue.
one spokesperson can move the creation of popular female buyers is critical;
male skin care products to buy an important group is women. 75% of men said: If the girlfriend or wife to buy their own skin care products, will feel very happy. For women buyers an attractive male stars in terms of the first male cosmetics can quickly build brand awareness, followed by the male star also can promote the product to buy good impression, and the third to enhance the brand's fashion degree, inspired product popular. Takeshi Kaneshiro Biotherm fact, the work with the buyers of women staged a crazy scene, which is a male cosmetics, it is a scene worthy of deep flavor.
Second, advocates can fit with the needs of male users is the key to sustainable success;
really have influence on key men who is it? among men for the field of male movie stars are not as familiar with women. They also recognized expertise in their areas of outstanding character. According to the survey: Among men, the most admired celebrity, celebrities, sports stars more often than movie stars get more recognition. Biotherm spokesperson from the latest ads into Takeshi Kaneshiro Takeshi Kaneshiro, Wang Liqin (athletes) and Wang Chao Yong (businessman), L'Oreal chose the power to send the film stars Daniel Wu, Gillette men's skin care products, world champion Lin Dan badminton invite endorsement, and another Garnier and Wang Lee Hom, Oil of Olay and Huang Xiaoming, is due to temperament them fit and product before deciding strong combination.
III, spokesman for interpretation of the ad should resonate with the life associated with excited customers;
men use skin care products in foreign countries to attract women to the concept, but this lack of recognition of Chinese consumers, male model facial image is magnified, similar to the performance of women in cosmetics, but also to Chinese consumers that lack of masculinity. L'Oreal men's skin care products is an absolute interpretation of male-dominated world. Ads, emphasizing a work hard, and know how to enjoy life the image of urban men, Daniel Wu, whether in work,mac brushes, sports, travel or making friends, are self-confident and vibrant. Launched the first stage in the ad, L'Oreal Paris men's skin care products quickly become the highest awareness of the brand category; its advertising L'Oreal Paris products are all the highest return on investment products.
four spokesmen should segment the market with the brand.
, of course, choose what kind of spokesperson, the key is the image and brand personality to match. Which is also derived from another problem: the spokesmen of male cosmetics market segmentation problems. L'Oreal brand of men's products are divided into three series: Men Oil Control Water Series, Men's functionality Renew Series, Men's Wrinkle Firming series, in which Brosnan endorsement by the anti-wrinkle series, Daniel Wu Jin can speak series, Pan more the image of the young oil control Water Series endorsement, which product endorsements also enter the market segmentation and brand a stage.
across growth: to meet the future challenges of male cosmetics market
men's cosmetics products in the market-introduction period, the consumer products are already familiar with, spending habits have been formed, the rapid growth of sales, men's skin care market has entered a growth period. Into the growth stage after the men's cosmetics market characteristics is, old customers repeat purchase, and brought new customers, sales surge will continue into the new competition, competitors, and as competition, new product features began to appear, market began to segment, distribution channels increase. These market challenges require all interested in the men's cosmetics business in the industry to face together.
Challenge one: the ongoing challenge of innovation capability segment;
men's cosmetics market is currently less than 5% of Ms. cosmetics, men's cosmetics are also concentrated in the oil control effect, activating several features point, men's skin care is still cleansing, moisturizing skin care and other basic the main market is far from broken down. With the men's skin care market was light, more and more brands enter the market competition, men's cosmetics market is about to enter the subdivision stage. Men's series will be coming from the general-purpose products to the sub-type category, and the breakdown of different age groups from more than just consumers, but also in different parts of the body, different functions, different components, the various needs of different occasions. For enterprises to enhance their ability to innovate, to improve the product to meet customer demand for wider to attract more customers.
Challenge: challenges of the market competition ability of corporate response;
men's cosmetics market in recent years, the big heat, there have been a strong brand to enter, men's cosmetics market competition becomes increasingly fierce, and even presents the situation of the Warring States disputes. Now men can foresee the market has entered a decisive phase of the brand, small brand is difficult to gain a foothold under such conditions that the resilience of the enterprises will be an important challenge. But also in the growing market demand for larger, big brand prices is likely to occur, because these businesses can expand as the market share, long-term profit is also expected to increase. Men's series of competition from the spokesperson, channel competition, product competition, price competition, to the truly integrated enterprise strength contest.
Challenge three: corporate communications challenges of rapid growth of consumer communication.
Men series is still in the market development period, the major brands are developing product lines, and everyone shouted But at the same time, men also contributed to the rapid growth of the market's rapid maturation of consumers, when everyone has the spokesperson, the stars began to decline in the attractiveness of a couple of years will turn to the stage to communicate with consumers in depth. In the growth stage companies must take the focus from the introduction of products advertised to build up product image and establish brand-name products, to maintain old customers and attract new customers. For many international enterprises, the signals the market is very clear: Chinese consumers willing to try new products, but cosmetics brand must
four challenges: the challenges companies distribute products to penetrate deep into coverage.
described the launch of L'Oreal Men's opened a Pandora's Box, not only in the range of products, but also in distribution of the means. Men no longer a luxury product, to drive brand growth, it must get rid of the parent brand distribution channels the constraints on the independent growth. L'Oreal Men rely on this point is a success, and today's brand of Olay and more men in order to achieve a breakthrough, especially in the mass distribution channels, independent of display shelves on the weak must change the situation, through the large stores to improve penetration. For most men, the brand is concerned, efforts to clear and add new distribution channels, expand product sales side, will be the biggest business challenges.
screen, we have witnessed the development of Chinese market is still the eternal truth:
CD is the vision and strength of the cosmetics market by the eternal hero.
both of which debut in the glittering high end department stores stars, such as Biotherm, Lancome, Clinique, Shiseido, Clarins, Vichy, Christian Dior, as well as the vitality of the modern supermarket kid such as L'Oreal Paris, Olay, Garnier, Gillette, Nivea, Mentholatum, Adidas, Biore, more tempted local brothers, such as Gough, Masculinity, City Baby, You Lan, Terrible, high, NBA, Eve.
in less than 5 years time so many men emerged cosmetics brand or series, appears to many brand is keen to capture the business opportunities, the result is that male cosmetics market as the most important segments the market has been formed. Proved in the past 5 years, male market has become ripe to promote the various brands of cosmetics industry and a powerful engine of growth, more and more new evidence is clear:
his time: the reconstruction of Chinese men aesthetics
the new century, especially in recent years, from the birth of the magazine, we will find more and more men began to focus on their own This caused changes in male aesthetic reasons, one speculation is that the Chinese one-child policy has led to the reduction of marriageable women, and now has begun to result in competition between males to upgrade, so they are more concerned about their appearance. The other possibility is that the era of food and clothing out of physical competition between males, is a new era of clean and refined and the most successful men, a sign of personal charm.
studies have shown that most men in urban China are aware of appreciation ; and 42% were transferred by that
In fact, as the mainland's first Most men also believed that women were attracted to bring their own self-confidence to give attention to; the more the inner beauty shone forth, the man the more positive attitude towards life. In China, many young men aware of the high-income men want to achieve can not rely on their ability to work, decent, young vibrant appearance to make themselves more critical acclaim and success, more and more Chinese men on the appearance attention to it as to achieve social and vocational success factors, so they started using cosmetics to maintain a personal image.
is entering the new century, the great social changes of the male aesthetic cosmetic markets has triggered a huge growth of men. One male skin care market in China increased by 27% in 2009, and 2010, is growing at a rate of 40%, female skin care market is about 5 times the growth rate, by 2010 only male skin care market capacity will be close to 40 billion If the personal care products, including men, men perfume, men make up the male cosmetics and other goods will reach 80 billion market. Male cosmetics market, the market has become one of the biggest surprises.
Chinese men are abandoning the traditional masculine concept, has become the world's most active consumers of skin care products. Men formation and rapid growth of the market for many cosmetics companies market growth in terms of strategy has become a key driver. L'Oreal products for men, has just launched 3 years ago, but now the brand L'Oreal Paris has occupied 23% of business in China in 2010 expected that the L'Oreal Group, sales of men's skin care products will exceed 10 billion. As the company goal of P & G is best defined as the largest beauty care company, hopes to increase 100 million by 2015, new consumers, but they can not win the men know that if P & G customers to fail to realize this goal.
China's men's cosmetics market in terms of market growth potential or capacity to see, just like ten years ago, the woman's beauty product market, there are boundless opportunities. For many cosmetics companies have no need to consider the need to run into the male cosmetics market, and there is only a good insight into the male aesthetic to consider how changes in male cosmetics market really well!
male cosmetics: to meet the full needs of men Image
in
Men's Skin Care Products: skin care products and women emphasized the Horny men and women thicker than the skin,vibram 5 fingers, sebum secretion is more vigorous, and therefore relatively coarse pores, dirt easy to gather, resulting in blocked pores cause acne and acne. Therefore OLAY-depth study by global, defining skin problems plagued the three men, that shiny, tired, rough. L'Oreal Paris Men's Professional Skin Care line, with tired and anti-aging anti-different issues.
Men's hair care products: hair care products for men demand, the hair loss is the focus of man's most troubled, and dandruff and greasy hair, the other men are also troubled by two major problems. Since dandruff grow and metabolic, metabolic strong men aged 20-30 market consumer spending is the main force dandruff. As first proposed the the function of the angle to meet consumer demands dandruff. The King, Softto brands are firmly anti-lock off germinal needs to Jackie Chan, Jet Li to speak to spoils.
male hair styling products: As a young man with short hair styling products need to be more effective for hair styling. Hodges Gatsby Japan sent a best-selling men's brand, entered China in 2002 designed to go the supermarket shelf sales routes. Products covered shape, skin care, facial care, fragrance, tick be five categories of products, its most famous product is a hair styling products fist. Price positioning in the 15-48 dollars, belonging to the middle and low, easy to young people, especially college students to buy.
Men's fragrance: the proportion of the current men's fragrance is still lower than the consumption of women,mac makeup, but men's fragrance products will be very rapid growth. CK, Hugo Boss, Burberry men's fragrance of these three brands are in the top three consumer. The luxury fashion brand established by the original brand image and industry accumulated popularity, cross brand into men's fragrance fragrance market at the beginning, quickly gained consumer recognition. Men's fragrance in the mass market, Adidas is a well-deserved lead who love sports by Zidane, the man told us to use Adidas shower gel and perfume, fragrance products, based on the continuous Adidas Khan launched a fresh take suppression latex beads, fresh spray, ointment condensate suppression Khan family man fragrance product penetration of the body.
men makeup products: the rise of men's makeup, but also by environmental factors causing the problem. Men often have Jean Paul Gaultier at the international launch of the first men on the real foundation, so that makeup is no longer a women. Then MAC, Bobbi Brown, Dior and other female traditional makeup brands have begun to introduce male makeup products, make-up markets to promote male development in Europe and America. Xuan Di in China, Chetti Rouge launched a network of professional men's skin care and color cosmetics brands continue to receive all aspects of self-praise and recommendation.
in the male cosmetics market, the male skin care market accounts for about 40% of the male personal care products account for about 30% of the hair, male hair styling products account for about 15%, about 13% of male fragrance for men Make about 2% of the market, the overall market size of 80 million or so, the male cosmetics market is driven by each category rushing forward.
Quick popular: The marketing strategy of the men's cosmetics
there was a case of cultural critics have said: bid farewell to the introduction of products, will soon enter the growth stage, if we based on product, distribution, price, promotion of the four basic elements in the product description of each brand's marketing strategy of gains and losses will suddenly find that the pioneer can not all succeed only if an accurate grasp of the time node, powerful warriors to guide the customer is driving the market ahead of the hero. Less than a decade, male cosmetics, driven by these heroes create a new epidemic.
losers
1. slow skimming strategy. Behalf of the brand: Jun disabilities, men need their own cosmetics
to high prices, low cost marketing new products aimed at the lowest possible expenses is obtained for more profits. Shiseido was first introduced in 2002, professional male cosmetics brand Jun Shi, a famous Hong Kong actor Ekin Cheng as the spokesperson, including the introduction of the same period Jahwa Goff, will be targeting the China market for the commercial success of over thirty people. Hope to promote the brand new era fashion and decent appearance, and his gentle and strong, careful and considerate of the family, the cause of aggressive image of Chinese men. The absence of strong market-driven, the brand in a very long time no major growth.
2. slow penetration strategy. Representative Brand: Biore, developed facial cleanser for men
low prices, low cost marketing new products. Cheap to expand sales, marketing costs can be reduced with low marketing costs and increase profits. Cleanser as Japan's largest brand, Biore early in 1998 pioneered the concept of men's Oil Control Cleanser, after a period in China's market for men's facial cleanser by its occupied by half a smash hit. But did not last long, as market players continue to join, the lack of brand promotion efforts, new product updates and other problems will slowly exposed so far has lagged far behind L'Oreal, Nivea and other major brands of male cosmetics .
successful
3. rapid skimming strategy. Behalf of the brand: the representative brand: Biotherm, men
that is, high prices, high marketing costs of new products. High price strategy can be implemented in each unit to maximize sales, profits, return on investment as soon as possible; high promotional costs can quickly build awareness, capture the market. In 2001, the L'Oreal Group's Biotherm men's products into China, which is an international high-end skin care products for men first set foot in China brand. But the real turning point came in 2005 to eight-digit amount Biotherm Takeshi Kaneshiro, please speak to a general the introduction of high-end cosmetics, men's skin care products, cosmetics, male star turn promote boom.
4. rapid penetration strategy. Behalf of the brand: L'Oreal, you deserve to have the men's cosmetics
low prices, high marketing costs of new products. Purpose of pre-emptive strike, hit the market as quickly as possible, to obtain the largest possible market share. L'Oreal markets education in the former, the Chinese men's skin care market is still too loose, not the brand leader, influence the characteristics of poor, so the market is difficult to expand. In order to educate the market, L'Oreal in 2007 have passed Wu, Pierce Brosnan and other spokesmen • cut into the male cosmetics market, strong business people around the comprehensive promotion of men, with great success.
L'Oreal men's skin care products in the market soon ad made remarkable sales record - listed on the first phase is expected to make sales than twice the original; Paris L'Oreal men's skin care products accounted for supermarket shelves with the first class products; from four pros and cons of brand strategy, we will find that in China, companies can strive to do at the right time to enter the market and select a specific product, try to make direct sales force toward the most likely buyers, the market as soon as possible to accept the products, they can shorten the introduction of faster into the growth stage, which was all inspired by those who are important.
separation of roles: male cosmetics, the basic characteristics of buying behavior
male cosmetics in China, has always been a separation of purchaser and user of the market. As a buyer, and the Europeans, the Chinese couples often buy cosmetics with 70% of the cases by the women make a purchase decision. Chinese men for hair, or use the wife or girlfriend's skin care products are very natural. As a user, once the formation of the male consumer spending habits, their products and brand loyalty is much higher than women. As consumers purchase and use of features allows us to separate the role of the male cosmetics market in two fundamental issues must be clarified:
first question: the need to create specifically for men's cosmetics brand? not.
men skin care products for most enterprises, the use of what the brand is often a daunting strategic issues. Skin care products for men and women share the same name brands, many companies such as skin care products will be diluted among the women so hard to build up the brand personality. Coupled with a very long time it was generally thought to be carrying the name of women of color often by men with consumers. So we tend to create a separate men's skin care brands, such as
but the real situation is, whether male or female consumers, with the level of product differentiation is not, at time of purchase, brand awareness will be an important determining factor. Another brand often costly brand promotion expenses, and may not be successful. L'Oreal as a leader in brand management, the continuation of male skin care skin care products in the female of its mid-range positioning of them, and will be confident, vibrant brand personality also kept down, the celebrity endorsement strategy has basically continued the female skin care products strategy, while also adding the unique demands of men features skin care products can be said that the more successful one. China's high-end men's skin care market is now almost no professional men's skin care brand, and are made out of female skin care brand extension.
second issue: the need to develop products specifically for men? Yes!
many companies in product development in the male with the female will often traces of goods, the user can not know the man does not care about brand names, but would not concern products. If we want consumers continued to purchase or use, is essential to develop products specifically for men.
First: the functional demands on the simple and effective. Most men pursue a simple skin effect, to realize that they use skin care products and women is not the same. So the male skin care products must be simple and effective way to clear skin and shiny for men, rough, acne, acne, tired and so on.
Second, the product must be fresh and less oil paste. The skin of male characteristics of the oil easier to determine the men in the pursuit of natural fresh products, the use of non-sticky feeling, crystal clear gel paste, often the needs of most men.
Third, product packaging must be simple and easy to operate. L'Oreal products in the abolition of the traditional female products in the common cream bottles, all of the pump head can operate with one hand bottle and the hose, even the new men's Icy Ball Eye Gel strength can also take the beads packed with make trouble for men, can be opened with one hand use. Included in the product packaging to use more transparent packaging to enable men to the packaging of the paste at a glance.
Fourth: the overall sense in the product must be exciting and powerful. The purpose of men use skin care products are also inseparable from its role in identification. And this role is to identify more and better access to social recognition. Therefore, male cosmetics flavor from the product, product packaging and cream color, product name must reflect the masculine.
L'Oreal said its sales of beauty products in Asia, 80% to 85% are developed specifically for Asians. Men's cosmetics as proof of continuing in-depth study of Chinese men, the internal demand for consumer brand competitiveness is an inexhaustible motive force.
stereo channels: for men to provide the most convenient way to buy
and women skin care products, male competition in the mass skin care market, mainly among the small number of foreign brands, the challenge of how to stand out in the market channel strategy is critical match.
a modern super male cosmetics, the mainstream channels to purchase channels
the male cosmetics market is mainly down to advance from the two cities, according to AC Nielsen statistics to ultra modern male cosmetics has become the most important purchase channels. Whether Paris L'Oreal, Nivea, Mentholatum all the major brands in order to improve product penetration and market share will be the main battlefield of modern channels as key inputs. Moreover, according to market growth and the principles of category management, more and more shops choose to be male key products as the target product display and introduction. Part of the Wal-Mart, Carrefour, China Resources Vanguard international chain stores also have awareness of the terminal for the men's care products based on open sales area, store business how to combine the needs of this change and the promotion is an important issue in depth.
Second, personal care and cosmetics store cosmetics shop in an important growth point men;
With the rapid growth of cosmetic stores, many of the existing facial cosmetic shop is at half of the regional division of the class to the men's cosmetics specialty area. Which strengthened the men's skin care products Watson introduction of men's skin care set up a special area, and introduced its own brand of men's skin care line; men's skin care brand image advertising to concentrate on the force, and has further improved. Cosmetics stores across the country are also starting to focus on men's skin care products, cosmetics, men can be expected to become a high-fashion cosmetics store growth.
III men's cosmetics department store into an international brand world;
big men more satisfied with a bottle of skin care to see every day, state treasure, and in the past casually take a bottle from the supermarket shelves more than ten dollars, or tens of dollars of face cream, cream men, now gradually to overcome the psychological barriers, as with their female partners, learn to stand in front of department store to pick their favorite products. September 2009, Wuhan Plaza held a skin care The men around the department store sales growth in skin care skin care is also pressed President. However, the high-end in the male skin care market is now dominated by foreign brands.
Fourth, online shopping may be opportunities for local break point of the new brand;
Men Men's Care Products E site, for example, is a network marketing approach, because men value the brand, and women do not like the comparison and test again, so the network marketing and his truth. Xuan Di (Chetti Rouge) is a professional men's rise in recent years, make-up brand, all products are tailored for men, loved by young men. Therefore, upon the introduction to get wide praise. Two consecutive years the brand has also been the man in authority
five men care centers to become a supplementary channel for secondary cities.
truly professional line of high profits or to men from the theme of men nursing care centers. Men's experience in markets such as Japan and South Korea Care Centre sales of cosmetics sales in total accounted for 60% of men, while less than 2% of the country, Terrible is the center of the beneficiaries of China's men's care, the national experience of more than 300 centers will become high-quality customer and word of mouth advertising can not be replaced, this may be the future of men's cosmetic products is an important marketing.
celebrity endorsements: the spokesperson for the communication to achieve brand positioning
male cosmetics, celebrity endorsements have become a very peculiar field of phenomena, from L'Oreal, Daniel Wu, Pan, Wang Lee Hom Garnier, Olay's Huang Xiaoming, Lin Dan Gillette, Jincheng Biotherm Wu, Goff's Louis Koo, Masculinity Daniel Chan, Shawn Yue Bi soft,blackhawks jerseys, resonant of RINE, Head & Shoulders of Donnie Yen, Jackie Chan King, etc., we can think of almost all the men chose a male cosmetics celebrity endorsements.
endorsement to achieve brand positioning to become the most effective tool of communication. But in the face of this effective tool for how to use the good will of men cosmetics marketing process a key issue.
one spokesperson can move the creation of popular female buyers is critical;
male skin care products to buy an important group is women. 75% of men said: If the girlfriend or wife to buy their own skin care products, will feel very happy. For women buyers an attractive male stars in terms of the first male cosmetics can quickly build brand awareness, followed by the male star also can promote the product to buy good impression, and the third to enhance the brand's fashion degree, inspired product popular. Takeshi Kaneshiro Biotherm fact, the work with the buyers of women staged a crazy scene, which is a male cosmetics, it is a scene worthy of deep flavor.
Second, advocates can fit with the needs of male users is the key to sustainable success;
really have influence on key men who is it? among men for the field of male movie stars are not as familiar with women. They also recognized expertise in their areas of outstanding character. According to the survey: Among men, the most admired celebrity, celebrities, sports stars more often than movie stars get more recognition. Biotherm spokesperson from the latest ads into Takeshi Kaneshiro Takeshi Kaneshiro, Wang Liqin (athletes) and Wang Chao Yong (businessman), L'Oreal chose the power to send the film stars Daniel Wu, Gillette men's skin care products, world champion Lin Dan badminton invite endorsement, and another Garnier and Wang Lee Hom, Oil of Olay and Huang Xiaoming, is due to temperament them fit and product before deciding strong combination.
III, spokesman for interpretation of the ad should resonate with the life associated with excited customers;
men use skin care products in foreign countries to attract women to the concept, but this lack of recognition of Chinese consumers, male model facial image is magnified, similar to the performance of women in cosmetics, but also to Chinese consumers that lack of masculinity. L'Oreal men's skin care products is an absolute interpretation of male-dominated world. Ads, emphasizing a work hard, and know how to enjoy life the image of urban men, Daniel Wu, whether in work,mac brushes, sports, travel or making friends, are self-confident and vibrant. Launched the first stage in the ad, L'Oreal Paris men's skin care products quickly become the highest awareness of the brand category; its advertising L'Oreal Paris products are all the highest return on investment products.
four spokesmen should segment the market with the brand.
, of course, choose what kind of spokesperson, the key is the image and brand personality to match. Which is also derived from another problem: the spokesmen of male cosmetics market segmentation problems. L'Oreal brand of men's products are divided into three series: Men Oil Control Water Series, Men's functionality Renew Series, Men's Wrinkle Firming series, in which Brosnan endorsement by the anti-wrinkle series, Daniel Wu Jin can speak series, Pan more the image of the young oil control Water Series endorsement, which product endorsements also enter the market segmentation and brand a stage.
across growth: to meet the future challenges of male cosmetics market
men's cosmetics products in the market-introduction period, the consumer products are already familiar with, spending habits have been formed, the rapid growth of sales, men's skin care market has entered a growth period. Into the growth stage after the men's cosmetics market characteristics is, old customers repeat purchase, and brought new customers, sales surge will continue into the new competition, competitors, and as competition, new product features began to appear, market began to segment, distribution channels increase. These market challenges require all interested in the men's cosmetics business in the industry to face together.
Challenge one: the ongoing challenge of innovation capability segment;
men's cosmetics market is currently less than 5% of Ms. cosmetics, men's cosmetics are also concentrated in the oil control effect, activating several features point, men's skin care is still cleansing, moisturizing skin care and other basic the main market is far from broken down. With the men's skin care market was light, more and more brands enter the market competition, men's cosmetics market is about to enter the subdivision stage. Men's series will be coming from the general-purpose products to the sub-type category, and the breakdown of different age groups from more than just consumers, but also in different parts of the body, different functions, different components, the various needs of different occasions. For enterprises to enhance their ability to innovate, to improve the product to meet customer demand for wider to attract more customers.
Challenge: challenges of the market competition ability of corporate response;
men's cosmetics market in recent years, the big heat, there have been a strong brand to enter, men's cosmetics market competition becomes increasingly fierce, and even presents the situation of the Warring States disputes. Now men can foresee the market has entered a decisive phase of the brand, small brand is difficult to gain a foothold under such conditions that the resilience of the enterprises will be an important challenge. But also in the growing market demand for larger, big brand prices is likely to occur, because these businesses can expand as the market share, long-term profit is also expected to increase. Men's series of competition from the spokesperson, channel competition, product competition, price competition, to the truly integrated enterprise strength contest.
Challenge three: corporate communications challenges of rapid growth of consumer communication.
Men series is still in the market development period, the major brands are developing product lines, and everyone shouted But at the same time, men also contributed to the rapid growth of the market's rapid maturation of consumers, when everyone has the spokesperson, the stars began to decline in the attractiveness of a couple of years will turn to the stage to communicate with consumers in depth. In the growth stage companies must take the focus from the introduction of products advertised to build up product image and establish brand-name products, to maintain old customers and attract new customers. For many international enterprises, the signals the market is very clear: Chinese consumers willing to try new products, but cosmetics brand must
four challenges: the challenges companies distribute products to penetrate deep into coverage.
described the launch of L'Oreal Men's opened a Pandora's Box, not only in the range of products, but also in distribution of the means. Men no longer a luxury product, to drive brand growth, it must get rid of the parent brand distribution channels the constraints on the independent growth. L'Oreal Men rely on this point is a success, and today's brand of Olay and more men in order to achieve a breakthrough, especially in the mass distribution channels, independent of display shelves on the weak must change the situation, through the large stores to improve penetration. For most men, the brand is concerned, efforts to clear and add new distribution channels, expand product sales side, will be the biggest business challenges.
screen, we have witnessed the development of Chinese market is still the eternal truth:
CD is the vision and strength of the cosmetics market by the eternal hero.
没有评论:
发表评论