实用文档之佰草集市场营销策略.docx

1、实用文档之佰草集市场营销策略实用文档之经济全球化使得国际国内市场之间的障碍逐渐消失,品牌国际化已成为企业品牌发展的重要选择。在此背景下,本土护肤品牌国际化发展进程缓慢。面对国际知名护肤品牌的竞争压力,中国护肤品牌佰草集依托中医药理念,突破了文化差异的障碍,成为中国第一个迈入国际市场的护肤品牌佰草集，是上海家化公司1998年推出市场的高端品牌，是中国第一套具有完整意义的中草药中高挡个人护理品牌。是现代生物科技与传统中草药精华结合的成果。并以其独树一帜的定位很快在国内化妆品市场中崛起。从1995年12月正式立项至今，佰草集已经相继招募了百余名科研人员，致力于新型产品的开发研制，目前其产品种类已经多

2、达180余种。2008年佰草集走出国门，将中草药的生活方式与东方文化带到法国巴黎乃至全世界，是第一个真正意义上站在世界舞台与国际一线品牌竞争的中高档中草药护理品牌，短短几年佰草集已在全球化妆品零售巨头丝芙兰法国地区所有独有品牌排名中名列前茅。接下来的3年间，佰草集从巴黎丝芙兰店的一个小小的货柜起步，不仅在法国扎下了根，还在意大利、西班牙、波兰、土耳其等地站稳了脚，欧洲市场的销售额以每年80%的速度增长。1. Background of HerboristHerborist is a high-end brand that Jahwa company launched in the market

3、 in 1998, is Chinas first high-end personal care brands with a full sense of the Chinese herbal medicine. It is a result of the combination of modern biological technology and traditional Chinese herbal medicine. And its unique position in the domestic cosmetics market rise soon. From December 1995

4、formally approved, Herborist has recruited hundreds of researchers, committed to the development of new products; the current product range has been up to more than 180 kinds. Herborist go out of China in 2008, it brought the Chinese herbal and oriental culture to Paris of France and all over the wo

5、rld, it is the first true high-end herbal medicine brand that standing on the world stage compete with the international first-line brand, just a few years Herborist has ranked the best among all unique brands that in the global cosmetics retailer Sephora in the France region. The next three years,

6、Herborist start as a small container from Paris Sephora store, not only rooted in France, but also foothold in Italy, Spain, Poland, Turkey and other places. The European market sales grow at an annual rate of 80%.2. 国际策略 international strategy1. 产品策略产品是能够满足人们需要的所有的有形物品和无形服务的总称。产品整体概念包括核心产品、形体产品、期望产

7、品、附加产品和潜在产品。而产品策略是市场营销战略的核心，其他营销策略都围绕产品策略展开。国际化妆品市场的众多品牌都是生化技术的结果，上海家化很清楚在生化技术上是肯定比不过外国高端品牌的，所以它将产品定位于中草药，并打着中西医相结合的旗号。因为当我们的身体处于亚健康状态时，中医疗养是最佳的选择，佰草集中草药护肤正是这一概念的延续，填补了西方化妆品的空缺。1product strategyProducts are the general term for all tangible and intangible services that meet people need. The overall

8、concept of the product includes core products, expected products, additional products and potential products. Product strategy is the core of marketing strategy, and other marketing strategies are all around the product strategy. Herborist products are divided into: hair care, facial care, body care

9、, aromatic care, oral conditioning 5 major product series. Many brands in international cosmetics market are the result of biochemical technology, Shanghai Jahwa clearly know that in biochemical technology is certainly can not compare with foreign high-end brand, so the product positioning is the Ch

10、inese herbal medicine, and combine the traditional Chinese medicine and Western medicine. Because when our body is in a state of sub health, Chinese medicine is the best choice, Herborist skin care is the continuation of this concept, to fill the vacancy of Western cosmetics.2. 价格策略价格策略是企业参与国际市场竞争的重

11、要手段，进行国际营销定价时必须对影响定价的各因素进行分析。如成本因素、市场需求、市场竞争、政府的价格调控政策等。佰草集在综合考虑影响价格的各因素后，选择定价高端，以区别目前国内中草药市场的中低档化妆品。佰草集否定了像众多国内品牌定位低端价值的做法，佰草集没有走之前中国的另外一些化妆品品牌低端之路，而是直接走符合时代潮流的高端产品路线，将产品价值定位高端，将目标顾客定位于20-35岁间受过良好教育的知识女性。受教育程度越高，消费能力越强，与价格相比，她们更加注重产品的纯天然品质。佰草集正是抓住这一消费心理，本着天然中草药这一主张，迎合顾客需求，定价高端，改变以往低端制造的面貌，走进时尚之都巴黎，

12、进驻在丝芙兰高档化妆品专柜上。2. price Pricing strategy is an important means for enterprises to participate in international market competition, and the factors that affect pricing must be analyzed. Such as cost factors, market demand, market competition, the governments price control policies, etc. Herborist in

13、the comprehensive consideration of the various factors affecting the price, select high-end pricing, in order to distinguish the current domestic herbal medicine market in the middle and low level. Herborist directly choose to in line with the trend of the times of high-end products, target customer

14、s located in the 20-35 years old and received a good education of intellectual women. The higher education level, the stronger the ability to consume, compare with the price, they pay more attention to the pure natural quality of products. Herborist is seize the consumer psychology, with the purpose

15、 of natural Chinese herbal medicine this proposition, to meet customer demand, high-end pricing, change the face of a previous low-end manufacturing, into the forefront of Paris, stationed in the counters of high-end cosmetics -Sephora.3. 分销策略佰草集通过分析进入国际市场的渠道并结合自身的特色。 看中了化妆品专业超市这一新兴的业态模式，将丝芙兰作为走向世界的

16、快速通道，因为谁都知道，利用丝芙兰这个平台，就可以减少欧洲消费者对陌生品牌的抵触心理，减少网络布局的高额费用和与当地媒体的沟通成本。最终，成功的进入了法国。佰草集成功登陆法国后，在原先渠道的基础上加上了SPA的专业服务，开辟了独树一帜的“专柜+专卖店+汉方SPA”的复合型销售渠道。专营店为消费者提供SPA服务，成功地塑造了佰草集高端的品牌形象。3. Distribution Herborist through the analysis of the channels into the international market and combined with its own characte

17、ristics. Sephora as fast track towards the world, because everyone knows that, by using the platform of Sephora can reduce European consumers unfamiliar brands of psychological conflict, reduce the high cost of network layout and local media and communication costs. finally, Hetborist entry into Fra

18、nce successfully. After Herborist successfully landed in France, in the basis of the original channel added spa professional services, has opened the way to a unique shop + stores + spa composite type sales channels. Franchise stores to provide consumers with SPA services, has successfully created a

19、 high-end brand image of Herborist.4. 促销策略促销是刺激消费者购买欲望，改进零售商工作的有效性和加强相互之间合作的营销活动。与国内一些低端品牌疯狂低价促销策略相比，佰草集非常注重对品牌形象的维护，从来不进行降价、打折等硬性促销。佰草集采取的是配合新产品的上市，及时抓住节日、季节转换等有利时机开展主题鲜明的活动，另外实行别具一格的广告策略和公关策略，提高新产品的知名度和使用率。4. promotion Promotion is the marketing activities to stimulate the desire of consumers buye

20、r behavior and improve the effectiveness of the work of retailers and strengthen mutual cooperation. Compared with some domestic low-end brand crazy low price promotion strategy, Herborist attaches great importance to the maintenance of the brand image, never reduce the price, discount and other pro

21、motion. Herborist coordinate with new products launched, seize the holiday, seasons change timely and the favorable opportunity to carry out a distinct theme activities and also implement unique advertising strategy and public relations strategy, improve the visibility of the new product and usage.5

22、. 多方位品牌沟通，增加品牌曝光率品牌营销的最终目的是达成品牌的传播，因此，品牌沟通策略对品牌的知晓度非常重要。佰草集在初始阶段通过时尚杂志投放大量广告，而后通过电视广告，除了这些以外，佰草集正试图通过社交媒体进行推广，得到了广泛的认可。同时，佰草集也加大公关活动的力度，选择符合其消费群喜好的活动进行赞助，增加自身的曝光率。从而达到传统媒体、公关活动、新媒体等多方位品牌沟通，为品牌的传播提供多种途径。5. brand communicationThe ultimate goal of brand marketing is to reach the brand communication, th

23、erefore, the brand communication strategy is very important to the brand awareness. In the beginning stage Herborist through a large number of fashion magazine advertising, and then through the TV ads, in addition to these, Herborist is trying to promote through social media, result in Herborist has

24、 been widely recognized. At the same time, Herborist also increased the intensity of public relations activities, choose the activities of its consumer group preferences for sponsorship, increase their exposure rate. To achieve multi-faceted brand communication among the traditional media, public re

25、lations and new media, provide a variety of ways for the brand communication.3. 行业竞争现状分析1.供应商的议价能力国内外化妆品行业拥有者广阔的发展空间，在未来的一段时间里仍有较大的发展潜力，这在一定程度上决定了化妆品供应商的优势地位。化妆品的供应商可分为原料供应商与外包装供应商，而原材料供应商中，很多原材料的生产都是需要高端技术的, 这就无形中提高了供应商的讨价还价能力。在高端化妆品市场中，价格不断攀升的因素是原料成本和营销成本的增加。由于高端化妆品品牌具有较强的黏性， 价格上涨不仅不会减少其销量，反而有利于增强

26、其品牌效应，使其受到更多优质顾客的关注，无疑凸显了供应商的优势地位。所以，即使涨价也很难影响这些实力雄厚的化妆品品牌。3 industry competition situation analysis1 bargaining power of suppliersDomestic and foreign cosmetics industry has a broad space for development, in the next period of time there is still a great potential for development, which to a certai

27、n extent, determine the dominant status of cosmetics suppliers. Cosmetics suppliers can be divided into raw materials suppliers and packaging suppliers. In the raw materials suppliers, production of raw materials are required in high-end technology, which potentially improves the bargaining power of

28、 suppliers.In the high-end cosmetics market, the factor of prices rising is because the increase in raw material costs and marketing costs. Due to high-end cosmetics brand has a strong stickiness, prices will not only reduce the sales, but is conducive to enhance the brand effect, the get more custo

29、mers attention, highlights the dominant position of the supplier. So even if rise the price is also very difficult to influence the strength of the cosmetics brand.2 购买者的议价能力为了降低成本，买方通常都会讨价还价，要求更高质量的产品、更优质的服务以及更低的价格，其结果是行业内企业间的竞争加剧，行业利润下降。在化妆品市场上，由于化妆品品牌众多，竞争激烈，具备一定实力的经销商和终端卖场，尤其是连锁大型超市，具有很强的讨价还价能力，

30、他们给化妆品企业施加巨大的压力，迫使厂家在保证质量的情况下让利。作为最终购买的消费者，他们的议价能力较弱。但随着消费者获取信息的途径日益增多，可供选择的产品繁多，这迫使化妆品生产企业必须从价格、质量、效果、包装、品牌等各方面入手，不断提升消费者对自身产品的满意度从而获利。2. Bargaining Power of BuyersIn order to reduce the cost, the buyer usually bargain, they require higher quality products, better service and lower prices, the resu

31、lt is intensified competition among enterprises in the industry, industry profits decline. In the cosmetics market, due to the large number of cosmetic brands, the competition is fierce, distributors and terminal stores especially the large supermarket chains, has a strong bargaining power. They giv

32、e cosmetics enterprises exert tremendous pressure, forcing manufacturers to benefit under the quality assurance. As a final purchase of consumers, their bargaining power is weak. But with consumer access to information channels is increasing, there is a wide variety of products selection are available, forcing cosmetics production enterprises must start from the aspects of price, quality, effect, packaging and brand, continuously upgrade customer satisfaction with the product itself in order to make a profit.3 新进入者的威胁由于化妆品行业的发展空间大，利润高，生产周期短，政策限制少。这必然导致竞争的加剧，利润的减少，甚至可能会出现行业间的恶性竞争。