[straight news network Beijing March 14 hearing] (Economic Daily of Hong Kong) buys wind, as one of the world's largest cosmetics distributor of Mary Kay), sales network, though throughout the world 37 area, but insisted that word of mouth marketing, the penetration country in third and fourth tier cities for people to communicate with each other direct sales model, even more remote areas.

The rise of the mainland's demand for the rise of the United States

The beauty market has always been highly competitive, the overall growth of the mainland retail market slowed last year, but MaryKay over the past 5 years in Greater China sales have more than 20% growth. Myov, President of its Greater China, said that the market is still good beauty skin care products, the main reason is the improvement of living environment, coupled with the growing number of mainland middle. International Investment Bank Credit Suisse last year published "global wealth report shows that Chinese middle number was the highest in the world, is expected to 2020 will increase to 74%," customer in the past could only a cream (cream), but now a product and can not meet the public. Consumer ability to improve, enhance the taste, the demand for skin care products will only continue to increase."

MaryKay 5 years ago has been optimistic about the three or four line of the mainland market development, in addition to first tier cities such as Shanghai and Beijing, in recent years, the main development of Sichuan, Chengdu, Wuhan, and even Xinjiang and Inner Mongolia. He revealed that 7 of the mainland's sales are from three or four lines of the city, a large competitive beauty products. In fact, one, the second line has begun to close to saturation, a cake is only so big, points to go are the same. More remote areas are growing, especially in inland cities."

Pay attention to the exchange of online shopping is not to be

MaryKay and general cosmetics brands are different, not rely on physical stores or online sales, but rely on the company's beauty consultant, through word of mouth, in order to face the face of direct marketing. By the end of last year, the mainland's beauty consultants have been as many as 1 million, while Hongkong has more than 7000. Mak refers to, because the class beauty consultants, let brand penetration to three, four cities, and even more remote areas. "We don't have to wait for the local build shopping malls and shops, as long as the traffic can reach, our beauty consultants nature can go to." Faster than other brands to enter the remote market.

At present, the retail market is emphasis on O2O (online and offline), but the company only as a tool for the promotion of online platform, there is no plan to develop a hot online shopping platform. Their online shopping platform for beauty consultant for single pickup used, if consumers want to buy its products, to the beauty consultants, "we are convinced that the sale is not a one-time sale, only two sides to build mutual trust, relationship to lasting stability. Online platform only to buy and sell, it is difficult to replace the interpersonal relationship."

Push health products to attack high-end consumer groups

All along, MaryKay has 7 sales in the mainland are from the middle. As the mainland's ability to consume more and more strong, the end of last year in the mainland launched a new luxury series, priced at 2000 yuan or more, specializing in high-end consumer groups. Mak said, in order to enhance the competitiveness of the brand, the company will continue to launch new products, to meet the female market.

He refers, for example, at present, the company is expanding health care products market, in Taiwan launched a year good response, we intend to in Hong Kong and Mainland China respectively in July and September launch, "health care products can improve the concept of health and beauty." 3

(original title: MaryKay word-of-mouth marketing to "captured" three or four line city)

Editor: Xiao Shen

Interpretation of the news hot spots, showing sensitive events, more exclusive analysis, in the "things" WeChat, scan two-dimensional code free reading.