Why Be No Make
Cosmetic Brand marketing is becoming more generally developed a new brand, they all want to brand positioning, this is a good thing. However, many make-up brand positioning and did not achieve the desired effect, namely, brand positioning, but did not get a real, beneficial, practical “seat” will result in no place, such as street Akira pawns, live Dianpei displacement of the sales life.
This is not the cosmetics companies who wish to, but had to face this painful reality. At present, the cosmetic brand’s positioning errors mainly the following major areas:
1, location too “empty.” This is a make-up brand positioning is a quite common problems. For example, I see a cosmetic as a “fashion”, but what is fashion, how the performance of fashion, what to support the “fashion” … … the author of several consecutive issues, we let each other speechless was. In fact, packaging is not their color, that is stylish, you can as a “fashion”, because Other Cosmetic brands are all very beautiful inside and outside the packaging. Obviously, this just look at yourself, do not pay attention to the market, there is no unique real performance and practical means of its brand positioning will be very empty.
Since it is empty location, then this “seat” is nothing, an option has no real purpose, and difficult to obtain consumers really recognized. This situation is often the brand positioning, target consumer workers did not really grasp the mentality to be a “large spill Network”-style position. This is irresponsible, is not desirable. Therefore, the cosmetics company should be in-depth understanding of consumer psychology, grasp the content of their concern, to sneak into the emotional, can move the positioning target consumers mind before they can implement, so that the brand targets consumers really feel good and deep deeply in love with the brand.
Second, location is too “big.” Many started to talk make-up brand positioning is “the first brand”, “leadership brand”, “certain experts” and so on. This orientation is clearly too large, but also let some experienced distributors and consumers reject direct lost. And, as the “first brand”, “leadership brand” brand positioning, etc. are not, strictly speaking, because it requires long-term efforts by the brand, made in the absolute victory, especially in product quality, market share, product sales, brand image, and so occupy the first in the industry, a high, that “the first brand”, “leadership brand” reputation will not be invited, will be deserved.
Therefore, cosmetics companies do not seek their brand positioning, “Great.” The author believes that: brand positioning is not to be much more “big”, nor is it to be much more “small”, but his heart will go to the target consumers, be considered in place. So how do we set the target consumer’s chest go then? This requires the analysis based on product characteristics, while consumer concerns and objectives of the analysis, to find common ground to achieve efficient docking. This will be very unique brand positioning and is able to target consumers through the chest child.
3, position too “full.” More make-up brand positioning in the “airtight” state, that is what the “positioning” What, what other people positioning themselves to its included. Therefore, many of the cosmetic brand’s positioning has a lot of content, such as “fashion”, “20-45 year-old woman,” “leading brands”, “white women” and so on, but closer examination of these ” orientation “, in the end there is what” word “is their unique, what” word “is recognized target consumers … … This is really quite difficult to find. Obviously, such a “large scale” and they want to take-all is not rational.
Therefore, cosmetics companies should learn to “humility” and specificity. The so-called “modesty” is not what want to share, their take-a on the line, because you do not get much use, but is cumbersome, not as “humility” to others, but also as it is to do good deeds, so on their own benefit, nor harm to others; so-called “specificity” is only “get a”?? really targeted to target consumers in his heart, “a” is sufficient.
4, positioning too “fake.”
I am an expert from China Products, usually analyzes all kind of industries situation, such as automatic welding helmets , heller reflow oven.
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