聚焦的力量（Power of focus）.docVIP

聚焦的力量（Power of focus） The cosmetics market competition is for small and medium-sized cosmetic brand is in front of the containment after the pursuers. On the one hand, international brands and domestic brands with a strong aerial bombing of advertising and promotional costs at the terminal contrary to common sense, naked type, small brands are pressed suffocatively; on the other hand, because of the cosmetics market entry threshold is low, many small and medium-sized emerging brands are entering and rise, also increased between small and medium-sized brands are competition. This brutal competition situation has caused many small and medium-sized brands to be in the difficult position gradually. Recently, the author in the process of the main exchange for some small and medium-sized brands found in some small and medium-sized brands, the main face of the current cosmetics market face, almost what new marketing ideas are tried, the results still have little effect, the momentum of development is not optimistic. I found in the analysis of these small and medium-sized brands, although every family has a skeleton in the cupboard, but the essence of the problem is basically the same, there are different degrees of five scattered phenomenon, product, market, guide, promotion, the spread of powder. The author believes that, apart from the impact of environmental factors, the focus strategy is the only way for the small and medium-sized brands to break through the tight encirclement. Product focus The majority of small and medium-sized enterprises in the cosmetics brand, brand positioning and product positioning is not clear, randomness is strong, basically love their own brand to the product line to be large, hoping that a brand can take the world, not to the brand clear target consumer group positioning and market positioning sales area. In short, a brand of products trying to meet the needs of all cosmetics consumer groups. As a result, the product has not been satisfacto