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Enterprises with foreign cosmetics brand power, monopolized most of the retail formats accounted for terminal resources, resulting in channels on the cost of soaring! Local cosmetics companies face the cost of the super black hole, money owed, the prevalence of the three big mountains unilateralism had open up the river path, nurturing of small closed end ---- specialty stores channel, but in 2004, Shiseido parked the United States into a strong franchise stores, local daily operations to the Chinese who struck a note Sap; 2009, Paris, Olle Ya the system to compete foreign brands, specialty stores, only to bring in huge profits and long-lasting specialty stores in order to win support, so we can only deduct, with forty-two Bo jin terminal sales skills to win the.
said terminal sales , foreign brands are also strengths, such as L'Oreal Paris' charm Alliance Remote set-off promotion, we must go beyond the foreign brands to adds. For example, entities with franchise stores, database marketing and digital entertainment marketing From EMKT.com.cn combination-type developed online shopping site, build membership management database centers, But this non-ordinary local cosmetics companies can afford, so we have to avoid weaknesses, play to local strengths, the use of local people shopping for cosmetics companies and national psychology of personal experience and fathom evil, in the terminal shops often carry out some low-input high-output, immediately See the money CASINO entertainment promotions.
early as 2003, the Peach Blossom Island in Dongguan stream cosmetic specialty stores, I put a little planning and sales promotion amazing. theme is there really a free lunch! face cream, toothpaste and other Japanese products; active approach is required for customers to choose the right product, and then stand in their own coin toss by the piece, front pay, back free of charge, just so simple I did not expect, less than one hundred square meters of a record store day less people in a small industrial area on thirty thousand sales marketing miracle.
activity against planned projections analyzed, the following conclusions: addicted to gambling and the like to join in the fun of the Chinese nation's two evil, no wonder that Las Vegas and Macau casinos is actually not the most affluent Chinese people; greed and jealousy is a common weakness of human nature, can be more thoroughly in China, receiving sales money thirty thousand, actually sold almost sixty thousand of goods, of which the majority are free, after winning the customer first, again, then again, repeat purchase, there is a considerable part of a customer winning, to partner with envy, to follow suit to buy; Third, in today's society credit collapse of the moral environment, unreal really come true becomes false, customer concerns very heavy, so be sure to use the original, simple, transparent method of operation, before the use of simple turntable, is the same probability of 50% free, no matter what may be intuitive, the customer always suspected black-box operation, thinking that the turntable with our remote control, so do a few times did not fire up, thought about the customer's own work out of a coin, but the fire was packed up.
whether this approach the formation of brand equity damage, leaving aside, but it was necessary for the public on the promotion of new products, the short amount of conflict and to promote clean Chenhuo but very useful. While foreigners may be people who has studied consumer psychology, but they are not Chinese , how unpredictable the mentality of people, so this is our local cosmetic advantage, you can brainstorm on the promotion, divergent thinking, to maximize its potential, foreigners were only behind in the dust.
above promotional methods may be due to randomness is strong, not stereotypes quantified, although the overall brand suppliers will form a balanced budget or less, but the large scale replication difficult; in and speak about the science of marketing, branding the eyes of foreigners may still Xiasan Lan. I repeat that a terminal below promotion cases, foreigners will with admiration.
or earlier in 2000, in Dongguan black woo white cosmetics company, a group of new skin care products market, in order to open up the situation in the end, I planned a in Shenzhen, Huizhou and other supermarkets beauty Yan back to the terminal clinic promotional activities, so many consider themselves experts in the professional line of brand promotion amazing.
skin care products are whitening, moisturizing, anti-acne, blotches, and other anti-wrinkle products. event personnel host, several beauty shopping guide, there stood a table card of the same color white lab coat, beautician, beauticians, respectively, in medical, life, beautician, beauticians, nutrition, exercise beautician, beauticians, psychological, props is a few promotional platform, easy to La Po, banners,www.headphones-fashion.com, digital skin tester, magnifying glass, etc. activity patterns is the first free diagnosis, and then sell the product, the so-called out-service, a fine way to sell, but the personalized marketing, allows customers in the details of the effort on very satisfied as to the Zhangdou youth, the first skin test, qualitative diagnosis by the medical beautician, is the micro-acne, or whiteheads, blackheads, or pimples of acne, pustular acne, nodular acne, cystic acne, and then give free prescription drugs and explain a negative effect, the second step is given by the useful life of beauticians cosmetics, natural anti-acne cream is black and white buildings, milk, liquid, and also advise customers not to use hormones, such as chlorine enzyme elements of the anti-acne products, the third step is given by the beautician for Zhangdou nutritional recipes and food taboos, the fourth step is given by the movement beautician targeted exercise prescription and sun protection matters, the fifth step from the psychological comfort beautician Zhangdou youth self-esteem and so do not, then integrated to form the book to the customer consultation through adequate preparation before the show, a matter of course, the customer unable to stop, and only pay for the copies, the shopping guide by trained promoters responsible for the final finishing touches. < br> The activities of the customer great recognition, each site that is overcrowded, sometimes surrounded by several hundred or even thousands of people, simply can not cope because the customer is easy to pile on the line can not cope with urban traffic interference. mortem analysis , Chinese customers slavish, self-confident enough, superstition experts, authorities; beauty equipment can increase the sales of technical content and mystery, the so-called value-added, but it has a great appreciation for the help of brand equity, so when sales of less than five years thousands of black and white buildings, now sold over ten million years, the role of brand intangible assets contributed.
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