2016-05-16 15:25
In China amore: direct impingement Korean explosion lead
[direct network reported that Beijing May 16 hearing] (Business Review) for selling cosmetics companies in Korea amore Pacific into China's time is not short, not less than Europe and the United States Procter & Gamble, Unilever and other heavyweights late. But since 1992, more than 20 years of its development is terrible.
But after 2010, amore Pacific, is people's amore miracle outbreak began. According to the annual report, 2015, amore Pacific sales exceeded 40 billion U. s.dollars. Among them, the overseas market, mainly in China realized 44.4% rise. Not only that, its chairman and chief executive officer Xu Qingpei's net worth of $9 billion 200 million, ranked South Korea's second richest man. And two years ago, Xu Qingpei's net worth less than $2 billion.
In the eyes of many people, amore is a by explosion models and drama "on the fly" up cosmetics Empire, selling products is mainly because the Korean wave has swept the world, especially in China. Is this really the case?
Brush explosion
By the end of 2013, a Korean the from the stars you "swept the whole of China, heroine thousands of Iraqi song use makeup, skin care products, whether it is air cushion BB cream, lipstick, or facial cleanser, are from the brand owned amore.
TV hot, also let these products quickly jump red, one time a explosion of myth. 2014, thousands of Song Yi use the same air cushion BB cream global sales rose 105%, sold a total of about 26 million, on average every 1.2 seconds to sell a. As amore the largest overseas market, Chinese region's performance is particularly eye-catching, product sales rose as high as 140%. In June of that year, the brand introduced Chinese amore to the mainland, in Beijing and Shanghai opened the first shop.
As the backbone of its overseas market growth, the past 10 years, sales Chinese amore area the average annual growth of 47%. Xu Qingpei had told the media made it clear that plan in 2020, amore built into the top five of the world, Asia's first cosmetics enterprises. Then, as the "most important" of the overseas market, Chinese area sales contribution of 28% global amore. Xu Qingpei even hope that in the future will become China amore "native" enterprises.
In March China amore at the same time, the big European and American Encounters with broken halberds defeat. 2014, Garnier's L'OREAL announced its withdrawal from the mainland market, followed by the U.S. brand Revlon also due to poor performance exit. At the same time, Procter & Gamble and Unilever's revenue also fell. Even Shiseido, which is capable of representing Asian influence, will also withdraw some of its brands from China.
In this regard, the South Korean media quite contented. In amore mouth, this phenomenon there is a more appropriate title: Korean beauty (K-Beauty).
Let your opponent dance with you.
Amore scrutiny in the China market every step, behind its success, are coincident with the popular Internet thinking way, and let it became clearer.
First, go the same way, with different rhythms. In sports, there is a feature, when you follow the rhythm of the opponent's dance, often fail, such as long-distance running, boxing, etc.. Similarly, in the production industry, imitation is inevitable, but must change, amore in many ways, competitors and did not much difference.
Brand architecture, with Europe and the United States competing products, the brand, the positioning of the segmentation strategy; product objects, stratified by age, house of Edith for 10-20 years consumers; 20-year-old Lange; 20 to 30 years old or so Hera and 30 years old of above snow show... This is the cosmetics business practice for many years the road map. But, in the specific operation, but in his own rhythm.
Also follow the route of innovation, formula to play abroad, not intuitive, slow consumer substitution; amore way to play, sleep mask, cushion BB cream is very intuitive, started to experience strong effect. Of course, the scientific and technological content is not low, consumers can not understand the data map, they need to see for real".
Second, adhere to shape brand. Had said, amore in China's biggest problem is brand not highlight, far less advertising flooding European giants, the fire in recent years is completely, hit the "pure natural" outlet. But in fact, the rapid iteration always contains a "amore natural wind", this is to return, is not accidental. Just imagine, if in the fast iteration, constantly changing their own style, brand power is ultimately difficult to highlight.
The market also insisted on only amidst the winds of change. 3
(original title: Chinese in amore: direct impingement drama explosion lead)
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.
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