Feel the pulse of the professional line of cosmetics marketing illness.docVIP

 PAGE \* MERGEFORMAT 14 Feel the pulse of the professional line of cosmetics marketing illness Total operating revenue exceeded 160 billion yuan, the number of agencies to reach 1.6 million cosmetic large-scale, enabling the professional line of cosmetics, gradually emerge, and the entire industry is indeed a large-scale asymmetry is that the beauty industry to date has not yet appeared similar to the day of industry, Procter amp;amp; Gamble, Unilever, like the leader, whether from the enterprise scale, or brand awareness of view is true: Most businesses with annual sales of only a few hundred million or so, it is not, and a three day operation of the market brand costs; Some in the industry Ruleiguaner professional lines market, the brand is reflected in the very eyes of the end consumer at a loss. In addition, each year there have been new brands entering the market and there have been sadly out of the old brand. Authoritative data show that the average life expectancy of the professional line of business is only 2.9 years. The reason for this outcome to occur, leaving aside other factors aside, the key still in the marketing of the lesions occurred. Specifically manifested in the following areas: Disease a: heavy channel, light terminal Almost all of the professional line of product marketing in order to join most of the way to carry out, that is, beauty salon for the first time to buy a certain amount of product terms, joining the right to join, this approach is not without justification, but if you shift the focus of all marketing activities, how to win beauty joined to carry out, then in essence is an error defined as a beauty salon in disguise of consumers rather than partners, without considering how to assist salon start marketing activities to help the beauty to attract consumers, the lack of consumer communicate with the ring, thus the result is simply the product from the factory or warehouse agent transferred to the beauty salon, beauty salons e