Direct reporting network in Beijing in June 8th (daily business daily) the image of domestic cosmetics is too vague, coupled with domestic cosmetics have long been in the product and packaging are go parity, simple route, resulting in more and more flat.

Last weekend, Shanghai Jahwa announcement, the forthcoming annual general meeting of shareholders. As the only remaining giant Jahwa, Shanghai Jahwa have to face such a situation: in the first quarter of this year operating income and net profits both fell, which net profit is fell more than three percent. This is the first time in nearly ten years of operating income and net profit year double down. This has led to a topic, a 200 billion size of the big market, domestic brands have been completely marginalized.

I believe this is an indisputable fact. At the same time, but also for the domestic cosmetics embarrassed. This is, however, must go through a stage of the market, or the phrase goes, only heavy heart to do products, find products, culture and characteristics, and has the innovation in marketing, to find a place in the domestic cosmetics.

According to the Shanghai Jahwa last year's annual report quoted a third party Research Report: in 2015, the former department store 20 brands only Jahwa Baiyi grass set the domestic brands, and ranking only in the 8 and 19 other are foreign brands from Europe and the United States and Japan and South Korea. Everyone is standing in the front of the Estee Lauder, Lancome, Dior for having heard it many times, Chanel etc.. May the European cosmetics into China less than 30 years time, checked the Estee Lauder in China is in 1993, but 23 years ago, Shanghai Jahwa has its much shorter than.

Personally feel that the field of cosmetics, the global cosmetics raw materials and technologies have been able to achieve shared, so domestic cosmetics and international big name cosmetics are increasingly homogeneous, this quality is the quality of the. Therefore, the same positioning of the brand, such as Shanghai Jahwa and Estee Lauder, they are not bad in quality, but poor in the product strategy and marketing.

You think about Estee Lauder since entering the China market, in order to sell products, many temptations people substantial advertising, in developed countries the material, commercial civilization and aesthetic, for the Chinese people made many beautiful temptation. When entering China in 1993, it was the two completely wrong market. That is, 23 years ago, Estee Lauder is leading cosmetics marketing. Put in behind the United States, China's cosmetics market may be more than 20 years of the market, naturally much work. After that, Estee Lauder's product line more and more fine, advertising more and more, the United States, its sales is also bigger and bigger.

Cosmetics is not good, the three products on the skin is certainly harmful, but is also the regular cosmetics, foreign brands of cosmetics is to say must have much good. But one thing is certain is foreign cosmetics brand special advertising, or even pull to various scientific researchers to do brand background, they are eight children of the cosmetics manufacturing as a core technology to promote; in contrast, domestic brands except a few warm family advertising on TV, sales of the battlefield main opening in in the supermarket, between coupled with domestic brand products homogenization serious, gradually, in addition to price war and become as low-grade quality representative.

Skin care products, cosmetics, collectively referred to as beauty products, its specificity is to find their own accurate market positioning. Some foreign emerging brands of beauty products, the reason can and some mature international brand competition, nothing but is they opened up a new market marketing, such as flagship science and technology, the main environmental, main fun, hit the young, and so on to have a detached. The image of the domestic cosmetics is too vague, coupled with domestic cosmetics have long been on the product and packaging are go parity, simple route, resulting in more and more flat. Domestic cosmetics to rise, need to do a comprehensive change, the need for all domestic brands to upgrade.

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