Direct reporting network January 13th news (daily of the first finance and Economics) cosmetics brand has image spokesperson, brand image and service team, which take price basic distribution in more than 65% off; some brand grades slightly inferior to its take goods price distribution between 75% off -3%; and some have no reputation, to take the goods in price between 85% off -2 fold.

按照行规，一款化妆品从工厂到零售终端，其价格至少被放大了10倍，远远高于服装行业1∶3的水平线。

According to the regulations, a cosmetic product from the factory to the retail terminal, the price at least has been magnified 10 times, far higher than the clothing industry 1: 3 horizontal lines.

“其实产品都是一样的。”“80后”张磊（化名）如今也算化妆品行业的半个“老人”了，最近，他们公司有些产品在线上做促销。“同一款产品终端专卖店售价200多元，拉手、美团、高朋等团购网站上卖40多元，而淘宝秒杀价仅20多元。”张磊说。

"In fact, the product is the same." "After 80" Zhang Lei (a pseudonym) is now half an "old man" of the cosmetics industry, recently, their company some of the products online promotion. "The same product terminal store selling price 200 yuan, sell 40 yuan in hand, beauty group, Gao Peng group purchase website, and Taobao Seckill price only 20 yuan." Zhang Lei said.

由于同款产品不同价格，引来一批老顾客的强烈不满，有些消费者甚至跑到门店要求退货。

Because of the same product at different prices, attracted a group of old customer's strong dissatisfaction, some consumers and even went to the store for return.

“公司不会傻到做亏本生意的，”面对《第一财经日报》记者的疑问，张磊表示，“就算是淘宝的秒杀价格，公司也不会亏本，那个价格基本上就是产品的成本价。”

"The company is not such a fool as to do business," face "daily of the first finance and economics" the reporter's question, Zhang Lei said, "even the Taobao Seckill price, the company will not lose money, the price basically is the product cost."

化妆品分析师冯建军表示，在化妆品行业里，成本和终端价格比基本上是1∶10的比例。“这也差不多是化妆品行业里的行规。”

Cosmetics analyst Feng Jianjun said, in the cosmetics industry, the cost and the terminal price ratio basically is 1: 10 ratio. "This is also almost the cosmetics industry regulations."

最低拿货价1.5折

Take the 85% off lowest price

据多位业内人士介绍，在化妆品行业，经销商拿货的折扣，根据品牌的档次，各不相同。

According to many industry insiders, in the cosmetics industry, dealers take goods discount, according to the class of the brand, each are not identical.

记者在走访中发现，从品牌知名度较高的高端产品，到走大流通批发渠道的低端杂牌产品，经销商拿货的折扣区间，大概分布在1.5折-3.6折不等。

Reporters found that the visit, from high-end brand awareness higher, to go big wholesale channel low-end brand-name products, discount interval take goods dealers, ranging from about distribution in 85% off -3.6%.

总体而言，有形象代言人、品牌形象和服务团队的化妆品品牌，其拿货价基本分布在3.5折以上；一些品牌档次稍微逊色些的产品，其拿货价格分布在2.5折——3折之间；而一些毫无名气，甚至都没听说过的杂牌，拿货价格在1.5折-2折之间。

Overall, the cosmetics brand has the image of spokesmen, brand image and service team, which take price basic distribution in more than 65% off; some brand grades slightly inferior products, which takes the goods price distribution between 75% off -- 70 percent off; some obscure, haven't even heard of no name, take the goods price between 85% off -2 fold.

“比较主流的化妆品品牌以经销商3.5折拿货为基准线。”冯建军表示，自然堂、卡姿兰这些品牌的拿货价是3.5折，珀莱雅的拿货价格为3.6折。

"Cosmetics brand more mainstream to 65% off dealers to take the goods as a datum line." Feng Jianjun expresses, CHCEDO, Carslan brand take the price is 65% off, take the goods price is 64% off.

“我们这里所有单品的拿货价格1.5折。”广州市利星化妆品有限公司（下称“利星”）OEM部黄经理介绍，由于公司以化妆品代工为主，虽然也有自有品牌茉莉雅，但公司并没有花大力气做推广，只要有人来拿货，全部以单品1.5折的价格出货。“我们只管卖，其他的全部不管。”黄经理说。

"All of us here a single product to take the goods price 85% off." Guangzhou City Star Cosmetics Co., Ltd (hereinafter referred to as "the star") OEM Department Manager Huang introduction, because of the company to cosmetic OEM, although also has its own brand Moorea, but the company did not spend great effort to do the promotion, as long as there are people to take goods, all shipments to single product price of 85% off. "We sold, all other matter." Manager Huang said.

黄经理的言下之意，1.5折的拿货价只是单纯的产品出货价格，产品安全、市场推广、退换货等，工厂一概不管。

Manager Huang's implication, the price is only 85% off with simple product shipping prices, product safety, market promotion, returns and other factories are no matter.

由此可见，不同折扣拿货价，不仅与品牌的知名度有关，也与经销商享受到的权利直接挂钩。

Thus, not only with different discount price, and brand awareness on, directly linked also with dealers enjoy rights.

拿货价3.5折以上的品牌，绝大部分都是比较正规的玩法，厂家与经销商之间有比较良性的市场互动；而拿货价在2.5折以上的一些品牌，相当于底价包销，厂家基本不会做营销推广；拿货价1.5折的杂牌，被称为“一脚踢”，厂家甚至连后续的安全问题都不会管。

Take the price more than 65% off brands, the vast majority are more formal play, have a more benign market interaction between manufacturers and distributors; and with a price in more than 75% off of some brand, equivalent to the price of basic not underwriting, manufacturers do marketing; take the price of 85% off - name, known as "kick", manufacturers even the subsequent safety problems are not tube.

对主流品牌的经销商而言，100元的产品，35元和厂家结算，按照行业的普遍水平，代理商有30个点毛利。

On the mainstream brand dealers, 100 yuan and 35 yuan of products, manufacturers clearing, in accordance with the general level of the industry, the agent has 30 point margin.

“如果算投资收益率的话，代理商拿35元，赚了15元。”冯建军表示，从账面上算，拿货折扣越低，代理商的利润越高。

"If an investment rate of return, the agent takes 35 yuan, earned 15 yuan." Feng Jianjun said, from the book worth while, take goods discount is lower, the agent more profit.

Terminal high profit

基本上，代理商给终端化妆品零售店的出货价为零售价的5-7折。

Basically, the agent for the terminal cosmetics retail price for the retail price of 5-7 fold.

冯建军认为，考虑到终端零售店里的促销、打折等因素，零售环节相对会有40个点左右的收益。

Feng Jianjun think, considering the terminal retail store promotions, discounts and other factors, the relative will retail links 40 points about income.

“终端零售店的毛利是化妆品产业链中最大的。”张磊表示，他们公司旗下的零售店毛利率在50%左右。

"Terminal retail gross profit is the largest cosmetics industry chain." Zhang Lei said, their company's retail store in about 50% gross margin.

而抛开所有的营销费用，化妆品的生产成本基本保持在1折以内。在经过从工厂到代理商，从代理商到终端零售店两个环节后，一瓶化妆品就完成从1到10的价格转变。

Put aside all the marketing costs, cosmetics production costs remained at less than 90 percent off. After from the factory to the agents, from the agent to the terminal retail stores, two links, completed from 1 to 10 of the price change of a bottle of cosmetics.

不过，也有些正规化妆品企业利用“打擦边球”做文章。在成本不变的情况下，利用噱头提高产品零售价格，从而提高产品的利润。

However, also some formal cosmetics enterprises use "edge ball" to do the. In the case of constant costs, improve product retail price using the gimmick, so as to improve the product profit.

张磊的公司主要以玫瑰为原料做精油、化妆品等，产品定位中高端，渠道主要分布在万达广场、深圳万象城、广州小蛮腰等商业区，以“进口”为营销噱头。

Zhang Lei's company mainly rose essential oil as raw material to do, cosmetics, high-end product positioning, channel mainly distributed in the Mixc, Shenzhen Wanda Plaza, Guangzhou small waist and other commercial district, to "import" as a marketing gimmick.

“有时候看着是那么回事，其实是另外一回事。”张磊说，他所在公司有长期合作的代工厂，所有产品并非全部来自进口。

"Sometimes that it is, in fact, is another matter." Zhang Lei said, his company has long-term cooperation factories, all products are not all from import.

比如保加利亚玫瑰，有可能是产品从保加利亚进口的，也有可能是该产品的原材料是一种叫保加利亚玫瑰的植物，产品从原料到生产，完全是国产货。

For example, Bulgarian rose, there may be a product imported from Bulgaria, also has the possibility is the raw material of this product is called a Bulgarian rose plants, products from raw materials to production, is entirely made in china.

“公司的意思肯定是为了往进口概念上靠，但这两种情况成本相差非常大。”张磊表示，在终端渠道，国产和进口的内外包装都差不多，国产的利润高太多。

"The company must have meant to import the concept on the two kinds of cost, but the difference is very big." Zhang Lei said, in the terminal channel, domestic and imported internal and external packaging are similar, the domestic high profit too much.

在这种情况下，产品从工厂到终端的价格比例往往远超1∶10。

In this case, the product to the terminal price ratio of 1: 10 are often far from the factory.

实际上，眼下化妆品市场的情况已经不像5年前。

In fact, the cosmetics market has not like 5 years ago.

“像丸美、自然堂这些本土的第一梯队品牌，基本上都进了县级市场，产品铺进了各个大大小小的化妆品店。而欧莱雅、资生堂等外资品牌，也在做渠道下沉，杂牌的市场份额不断被挤压。”冯建军认为，随着品牌商渠道的不断扩展，渠道越来越透明，再加上电商对传统渠道的冲击，化妆品行业已经没有之前那样暴利了。▲

"Like a pill beauty, CHCEDO these local first tier brand, basically in the county-level market, cosmetics shop shop products into the big and small. And L'Oreal, Shiseido and other foreign brands, but also to do the channel sink, non brand market share continue to be squeezed." Feng Jianjun think, along with the continuous expansion of brand business channel, channel more and more transparent, coupled with the impact on the business on the traditional channels, the cosmetics industry has less profits. *

（原标题：一瓶化妆品价格被放大10倍 最低1.5折）

(original title: a bottle of cosmetics price magnified 10 times the minimum 85% off)

责任编辑：宝蓝

Editor: Blue