[news] February 23rd reporting network in Beijing (selling 100) recently released the 2015 fiscal year, amore pacific. The Volkswagen brand Ryo and Median Bath Happy Lu, shampoo, toothpaste income rose 9.4% yoy, with Chinese based overseas market revenue rose 44.4%. And Shiseido although annual income was flat, but the cosmetics department, including urara, ZA, parking and other brand performance in the doldrums, annual sales fell 25%. Two data contrast.

So, does this mean that in the mass cosmetics market of China, amore Pacific whether to to Shiseido launched an all-out offensive? The answer is not so.

Data, Shiseido China lost in the mass market share is amore Pacific picked it up, but in fact amore pacific current target is Shiseido's popular cosmetics, but the foundation of the prison of Olay.

According to amore Pacific China insiders barracudinas: "amore in China franchise stores total roughly around in 2000. Shiseido has been the object of our close after 2016, amore could add a new mass cosmetics brand. While the mass cosmetics Mamonde's most famous China in amore will have a series of initiatives aimed at Procter & Gamble's olay."

Why is the oil?

The first quarter of fiscal year 2016, P & G sales fell 12%. In China, the most important emerging markets, Olay, SK-II beauty position, is facing Estee Lauder, L'Oreal and rising local brands 100 birds gazelle, Han beam, natural hall siege.

In 2009, to maintain market dominance, ray rich rites of Procter & Gamble to tide, rejoice more crazy low-cost strategy against, and gradually expand to across the board of the brand in China. And L'Oreal, led by multinational companies vigorously push new at the same time, local brands Herborist, affordable herbal and 100 birds gazelle is to Kampo herbal quickly grab market.

In this war, oil & Ulan to enemy ten, in an attempt to to its coverage high school low-end lingering category line, against all major brands of siege. 2010 Olay hasty onrush store channel, the results just after 6 months, L'Oreal launched Maybelline, low-end brand with oil of Olay side by side, deliberately pulling the bottom of the oil & Ulan high-end positioning.

So far, Olay is still mired in war Opel shackles, the ultimate underachievers become indelible shadow.

On the other hand, the mass cosmetics, gradually establish amore powerful barriers. "In addition to the Korean influence, relative Japanese, Korean cosmetics more emphasis on South Korea, herbs, plants and other concepts, but also cater to the Chinese consumer psychology."

In 1992 to enter China's target of amore very clear, open the Chinese young consumer groups, the subdivision strategy of multi product line, including for the house of the different ages of Edith, makeup, Lange, and snow show. Take the first line in the second, after the introduction of the brand, the first layer, middle layer, and then the young girl finally layer gradual principle. In addition to layout independent stores, shopping malls, duty-free shops, amore Pacific also opened a named "ARITAUM" multi brand stores, similar Sephora.

It is worth mentioning that the Department, in the two or three line super channel, one of the mass cosmetics brand Olay is still the benchmark. As for is force the mass market dream makeup, whether it is price, product line or channel, with oil of Olay have a high degree of overlap between.

If you can bring down the benchmark, replace the "European" in the foundation of the most distant Olay, makeup and behind it the amore Pacific Group in the mass cosmetics market of China even really gain a firm foothold, from Asia's first throne is a step closer. 3

(original title: Emily launched a comprehensive offensive target was not Shiseido)

Editor: small Shen

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