As the cosmetics retail market more than 150 billion yuan, China has become one of world's most important markets.
More and more transnational cosmetic, beauty and OEM companies competing to squeeze into the Chinese market, Europe, America, Japan and South Korea brand China a market rise to strategic level. So the same, and peacefulness, crazy cool air, concept of operations compared to enterprises specializing in China, Japanese and Korean brands in Europe and America is not only a low profile, even some "confidence".
Of course, this "lack of confidence" is not the external form and momentum, more coming from imported brands in China many obstacles and challenges existing in the market.
Import approval for new record-keeping standards, pervasive low price "parallel imports" channels, lack of investment in targeted marketing, these problems become imported brands win market in China "the triple door." the "approval" Korea Aekyung Group has ranked Korea top cosmetics enterprises, its two agents--in China Weihai founder Aekyung Group and Guangzhou company attended 16th China beauty Expo.
However, the two companies focus on the focus of this exhibition is not cosmetic. "Since April 2010 after the establishment of the State administration of quality inspection and quarantine Department cosmetics management service, inspection and quarantine of imported cosmetics approval process and content of the record is changed, together with the whole cycle is too long, many skin care products of the year is out of stock and the incomplete state of the goods.
"Remarks of Weihai of founder Group Manager Gu Chao, road out of the difference of imports many wishing to enter the Chinese market brand's biggest concerns. Because of the stricter vetting procedures, together with many Japanese and Korean brands in the country has had a stable return on sales, they are some of the enterprise in the balance enter the Chinese market after facing cost pressures and risks, decided to shrink of cosmetic output and instead will nurse, family washing clean class, less personal body care products, subject to approval record cycle affect the smaller category output in focus to the Chinese market. Including Korea Aekyung in Weihai and two agents of Guangzhou is to clean the family class, pure imported products such as toothpaste, washing nurse, B& have been sold in the Chinese market;
F brand and "AK Live House" view of model out. Relative to the Japanese and Korean brands in transition to the wash nursing products for export, most skin care as the core categories of enterprises in Europe and America. While also facing the same kind of "approval" problem, but European and US companies seem to be willing to spend more time cultivating brand recognition and reputation in the Chinese market, and not in a hurry to expand retail network and network sales.
At the same time more detailed research on Chinese cosmetics related escalating change in the laws and regulations, to targeted product technology development and upgrade, guarantee quality and impeccable. "parallel imports" with 103 years of operating history Japan Afumi brothers finally from the network to the store, hope has established "close to Jiang Mansha" brand reputation extended to more retail outlets in China. Japan ISE half companies also hope to reproduce by means of direct "Kiss Me" lip gloss used to create brilliant.
However, they have full access to China markets suffered in the course of a negative. One from the vine market dealers in the North and near the River sunshine brand sales manager was informed that the vines near the River sunshine regional dealer agent with a 55 percent discount, depending on the purchase quantity rebates, and launched in different seasons "buy one get one" Terminal sales support. Understanding of policy, the dealers left turn a Word is: "I'll just go back to selling my parallel imports!" in the eyes of dealers, selling "parallel imports" the advantages are obvious: minimum discount without a tax receipt to 35 percent, profit margins high.
More important is that the "parallel imports" brand cannot be the master of the prevalence of push, how much how much, yahuo equivalent to committing suicide. In recent years, with the rapid rise of e-commerce platform, many in Europe and America, Japan and South Korea a differentiated brand through this platform was gradually cognition of Chinese consumers, the word "approval" tightening, parallel channel gradually became an important force.
When Japan and South Korea small and medium enterprises in Europe and America to see your brand through networks and parallel imports after a channel to develop the reputation and visibility, ready to display their full access to the Chinese market we render, only to find that, when their own brand of "parallel imports" channel has become the biggest stumbling block on the road. In fact, including l ' Oréal, yashilandai, multinational giants such as Procter and the same "parallel imports" problems. However these groups can be a powerful resource to strengthen the regular Terminal image support franchisee sales rebate, as well as the professional training service, thus "parallel imports" suppressed within the acceptable range.
By contrast, in addition to differentiation and a certain profit space, Europe, Japan and South Korea two or three line brand if you don't come up with effective means, it will be "parallel imports" are tired.
the "marketing" for crossed the "approval" and "parallel imports" of imported brands, there is a gate of the most difficult to overcome: marketing strategy. Many imported brands have realized two or three lines, today's Chinese department stores have long been well-known and powerful first-line terminal image brand occupies, more suitable for the development of place and space in two or three levels of shangchao and boutique shops of market channels.
However, after nearly 20 years of rapid development, most of the products of our shops have entered the stage of brand management and strategic expansion, two or three lines import brand development is facing new tests.
In the view of most of the local dealers, most of the two or three lines import brands mainly in sales profit as their main purpose, the lack of a clear brand of long-term development planning, just by virtue of a differentiated product and concept innovation to maintain brand reputation, this development strategy has been far from being able to meet the development needs of shangchao and boutique shops, channels need is to increase their core competitiveness through quality brand. In the process of brand marketing, two or three lines import brands there are many issues. First, brand too relies on a single star products led sales to be on the essence of brand image to promote. Second, the brand market research, development, demonstration and production cycles too long, cause the product to update lag, unable to marketLeader.
In addition, most two or three lines import brand differentiation characteristics cannot completely understand the Chinese market, can not make a targeted marketing strategy. If two or three lines import brands should come up with practical and proven long-term strategic planning, then most of the local dealers can only offer a popular phrase: "I'm sorry, you're not my dish. ”
