Chinese beauty makeup brand awareness needs to be promoted

One, with the development of web celebrity his own brand in the domestic sector stars and web celebrity beauty makeup brand development, some of it is a long story. On the one hand, these web celebrity beauty makeup brand through joint, star platform quickly opened the visibility. , such as family personally the platform TST popular variety by sponsoring the ultimate challenge completed brand, such as Zhang Dayi own Bigeve with diffuse joint, also successfully public profile. Some Chinese own beauty makeup brand flagship cooperation with web celebrity IP, usually does not have its own production base, and adopt the OEM mode. As a traditional manufacturing base, our country has a complete cosmetic generation processing industrial chain. From the formula to design the processing, packing and so on can be a dragon. With the development of social marketing, KOL influence explosive growth. Stars and web celebrity own beauty makeup brand through the little red book, trill, taobao live such as flat, with the aid of stars and effect of fission web celebrity word of mouth, harvest a lot of word of mouth and flow, rapid ascent. The star + IP path, has won a great success in a foreign country. Among them, Rihanna FentyBeauty under its own brand name of fire from abroad to domestic, Kim kardashian KylieJenner made-up KylieCosmetics it directly on the Forbes rich young entrepreneurs. Web celebrity collective beauty makeup products, on the other hand, under the tide of copied brand has become common choice. Zhang Dayi Bigeve openly play board Japanese brand CPB cleansing milk products, it once cause consumers to question. As KOL impact on consumers, stars and web celebrity was in a ferment under its own brand name. But web celebrity own beauty makeup brand is still in the early development of track, the star/web celebrity is accelerating harvest traffic, as the market return to rational, industry will enter the adjustment. With the web celebrity IP publicity, lack of core competitiveness of the brand will be eliminated by the market. Second, the demise of the tao tao brand brand savage growth period, once in jingdong, Vipshop home appliance business platform, and more by the official proprietary mall platform development, in order to reduce our dependence on taobao platform. In recent years, due to lack of enough technical barriers, also does not have outstanding product innovation, as with the more and more traditional brands into electricity, the support of all the electric business platform for tao brand, online began to flow rate distribution, the early for most brands have sales. Now in the development of China's electricity, rooted in the birth of taobao's tao brand products is an important part of the era. Taobao started in the beginning, that don't require based on offline store location, rent storefront, decoration, such as complex process, direct line can run, low threshold, low cost, beauty makeup brand shop to rapid development. In Tmall taobao's growing period, benefit from the demographic dividend and Internet shopping habits develop gradually, tao brand ushered in the rapid development of period. Tao brand is very popular at that time, this period of the famous beauty makeup brand including the successful listing of royal mud fang, offline in many stores fu the essential oil, etc. In 2018, fu the essential oil was with the acquisition of royal mud fang, marks the end of tao brand booming era. Started with electricity, in fact, the royal mud lane since going public in 2018, the profit decline. Center daily news in 2019, according to the royal family hui ( Royal mud fang and fu oil operating body) The buckle of net profit has been losing money. And the cost of sales during the first half to 3. 8. 3 billion, 39 revenue accounts for the same period. 4%. That is to say, it is assumed that the royal family remit to sell $1000 worth of products, sales of its products cost about 394 yuan. Tao brand as early beneficiaries of electricity dividends, set an example for the later Chinese beauty makeup and confidence. But as the Internet population dividend peaked, traditional cosmetics manufacturer giant intensify online operations, lack of core competence of tao brand began to develop. At present, has been through online channels, has innovation consciousness and the core competitiveness of tao brand, is still the concerns of the capital. Three, the Chinese independent brand is power compared with international brands, Chinese beauty makeup brand awareness and customer loyalty is relatively weak, and invested in media with different permeability in the consumer also has certain gap. But it is also the opportunity of independent Chinese beauty makeup. In fact, the rise in Internet content social platform independent air beauty makeup brand ongoing corner overtaking, grab the market share at an alarming rate. This year's 618 Tmall beauty makeup brand need respectively l 'oreal, lancome, Olay, perfect diaries, SKII, estee lauder, HomeFacialPro, innisfree, maybelline and winona, homemade beauty makeup brand occupies four seats. Behind the international famous brand of large enterprises in such aspects as new retail, online marketing promotion is not obvious, innovation more than from the rise of electricity of independent air beauty makeup brand. And successfully into the offline market, has been the main parity of Mary d better designed for sephora ColorStudio high-end series, successful multi-level consumers. The brand also to have certain help, make its are not limited to low brand positioning. In addition, the world famous cosmetics manufacturer retailer sephora success in hand, for the Chinese beauty makeup brand to open the foreign market also has a great help. Blue ocean field of competition, online independent air beauty makeup is implemented smoothly to break.
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