Blue Ocean market cosmetics industry into the huge fast-men – men, cosmetics – b
2009 screaming worldwide in the financial crisis, the author of a friend, professional men Cosmetic Brands sold in Europe and Africa, shows a huge market, blue sea, and wandering through the market predicament, the Chinese men's cosmetics industry into the high-speed growth, and women cosmetics start shoulder to shoulder, walk on the highway.
Hesitation strategies and needs Growth stage in the men's cosmetics, many companies (especially international business) in accordance with the thinking of Ms. cosmetics brand promotion, whether it is clean or white, are from the product point of view, but also in the advertising or activities have followed the functional lines, everyone knows, the main user groups, men's cosmetics?? successful man is a very rational, and quite a crowd senses, so men's cosmetics market has great potential once occurred, but tepid situation.
So-called strategy is to allow consumers to buy heart and reason. Or take the women we are most familiar to the cosmetics industry for example: whether it is "-bomb-bomb away crow's feet" and "pills U.S." dream, or a "surprise, starting from the skin" and "Olay" temptation, or "firming" The "Lancome" story … … is the reality around target group needs and psychological needs to carry out.
If the "Great Treasure really let down with this face" is the man for the cosmetics industry pioneer, in line with the characteristics of an era. That "Biotherm"'s family name, whether products or ideas have followed the strategy of "cleansing," " Moisturizing "," Deep cleaning "," Sun Care "and other ideas, these are the success of women cosmetics Cheats and only way, but for men, these features just are not necessary for them to buy, so can we," I will never allow his face weary "of the demands and advertising creative for the cause of a busy man, corresponding with sufficient lethality.
"Tired face" and the "busy day", is typical of the Chinese elite, it has made great market recognition. But the problem is that the image of the spokesperson who, Daniel's age and social status of men want to choose a successful product, or some of the weak force. Later, the use of international stars Pierce Brosnan in this regard should also be reasons, international, high-end, successful men who became the major cosmetics brand positioning and consumer characteristics.
Deep into the lives of men, to analyze the man's life trajectory, mining men's skin care and the most urgent needs, it is urgent each day enterprise brand mission, if it is not out of the maze, Ms. Day, this is very dangerous.
Whom? This is any business should be very aware of, to do high-end brands, sales of mid-walk, low-end accounting for share, this is the truth, but the men must put aside purely cosmetic product functionality into the social marketing of the big stage. According to the author's thinking and understanding, "respect", "career", "achievements" and "color" and "attitude" of these key words can be as creative direction for men's cosmetics, but must be able to fall to the ground and ringing.
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