Focus strategy- small and medium Japanese brands only way to break through.docVIP

 PAGE \* MERGEFORMAT 14 Focus strategy: small and medium Japanese brands only way to break through Contemporary cosmetics market competition, small and medium Japanese brand can be described in terms of containment and later from behind before. The one hand, international brands and national brands with a strong high-altitude bombing the ad and contrary to common sense, at the cost of naked-style terminal sales, small brands are pressing hard to breathe, and partly because cosmetics market, lower barriers to entry, many small emerging brands their entry and the rise of small brands have also intensified the competition among the brutal competition in so many small brands are increasingly in trouble recently, the author of a number of small brands to the main exchange process of discovery, some small business owners face of the brand’s cosmetics market bewildered, almost any new marketing ideas are tried, the result is still little effect, momentum can not be optimistic about the author in the analysis of these small brands were found, although the family home have a cupboard, but the nature of the problem is basically the same, there are different degrees of “five casual phenomenon,” or “bulk product”, “casual market”, “casual-oriented”, “promotion scattered” “Communication scattered.” I believe that aside competition in the industry environment factors, small and medium brands, “focused strategy” is the only way to Win. below, I will one by one, to share with industry colleagues. First, the Product Focus: Most small and medium enterprises in the introduction of cosmetics brand, there is no clear brand positioning and product positioning, arbitrary, basically like their own brand product lines to large and comprehensive as possible, hopes a brand can take-all world, that is not clear objectives for the brand positioning and marketing consumer groups regional location, in short, a brand of cosmetic products attempt to meet the consumption needs of people o