As China's market economy matures, consumer spending power gradually enhanced, personalized demand has become increasingly evident. Homogenization of cosmetics products in the background, who can of consumer demand, consumption and guide consumers, who can be an advantage in the market. However, in this new marketing environment, the cosmetics industry has encountered a lot of confusion, many phenomena so that we can not present to explain the views. When we in the "channels", "end-winning" rhetoric in the very difficult when you thought you in the course of action is correct »
        The essence of marketing is to let consumers keep in mind that the use of your product and a desire to purchase your future products, in the final analysis is to satisfy consumer demand and guide. Some people say that China's cosmetics and cosmetics companies, have gone through a "price era," and "packaging era", "the concept of the times", "Ad Age," "brand era", after the planned and market systems and mechanisms of the two tests , The next Chinese cosmetics consumer guide to how to use cosmetics of the times, that is, cosmetics marketing real nature of the reunification of the times.
     First, as consumers continue to improve the material life, consumer spending levels have substantial upgrade, in order to meet consumer demand, the price of 100-188 yuan terminal in the high-end cosmetics into the mainstream consumer. In the high-end products not only for the promotion of enterprises has brought huge benefits, but also enhance the company's brand.
     Second, with the consumer concept of maturity, self-consumers more concerned about their health. As the ecological Cosmetics founder Mr. Wu Bingxin said, to promote human beautiful 20-year-old is the responsibility of all cosmetics companies. As consumers of health concerns, natural cosmetics, as a basic consumer demand.
     Third, the consumers of different ages, often with different characteristics of the consumer and consumer demand. Consumers use cosmetics pursuit of the new brand to consumer spending and additional reason to value, which is the brand positioning. The brand positioning and market segments should be the consumers of mental integration. It is clear that in the new socio-economic development situation, fashion, cosmetics and pop elements combine traditional classic, is marketing cosmetics should be strengthened. In this regard, like the United States unabated cosmetics in the promotion of the United States unabated elegant cosmetics, between the ages of 25-35 against the mainstream consumer groups, the "easy" brand positioning is, in fact, a new generation of consumers to meet the new "skin care "Needs.
     To sum up, since the cosmetics market rational consumption of the arrival of the era, cosmetics marketing should really return to research and meet the changing needs of consumers. In this connection, you prepared »
     Cosmetics research and development is moving toward the direction of a road of no return. It's like garment factories only R & D clothing styles, rather than on the choice of fabric material and technological progress. This has Jinyuqiwai, which Baixu the situation. In the flashy, self-deception, but also to consumers cast blatant lie. If one day, the lies, frustrated, the expense of the whole of China will be the cosmetics industry!
     It should be said that since the cosmetics industry to a market economy, industrial development has made breakthrough achievements, to the mid-1990s a period of peak production and sales. And in 1997 hit the market after the cosmetics industry began various forms of advertising, the concept of war, accompanied by corresponding with the smoke and the development of the proliferation of packaging, cosmetics appeared confused and confusion, neglect of the cosmetic nature of the research topic. In recent years, special cosmetics on the transfer of technology funds less and less, and the purchase of packaging material capital is more and more involved in technical research staff of fewer and fewer, and engaged in "the preparation of" the staff is brand越来The more; cosmetics technological innovation results less and less, but the good news is cosmetic packaging more and more sacrifice quality of the commercial production of more and more research and development, and enhance the quality of cosmetics research and development is increasingly less on new Cosmetics developed by (global brand net) less and less action, too much emphasis on the traditional technology is more and more voices…… a crystal cap money to six yuan, a packaging box costs 10 yuan, plus the growing drama The increasing cost of channel marketing, cosmetics itself Zhiduoshaoqian it » This is really value for money? Cosmetics » Cosmetics also the foundation of a solid right »
     Chinese cosmetics consumer groups have two categories, a class of consumers is the traditional type, a new category of consumers. Traditional consumer-oriented cosmetics traditional style, and the emerging consumer groups, in the consumer pay more attention to differences in experience, and speed the development of the Chinese cosmetics consumer tastes far failed to keep pace with changes in speed, even on their last legs in part to adhere to the Consumer elderly people, and away from the consumption capacity of the young crowd.
     Now, the more wealthy people, the more powerful people, the more "Waner," not with cosmetics, "said thing." Cosmetics results of the research and development can not meet this part of the necessary high-end crowd, not with its core values to achieve the balance between price and value, it makes all kinds of cosmetic products in foreign cosmetics brands in the position of disadvantage. However, we can see, the more so, we have more of the cosmetics business to focus on how the packaging, how to create brand brand, how to channel launched a vicious war……
     Excessive packaging is a violation of the interests of consumers, brand is not excessive brand, and consumers derive more value on the value of the. Made numerous cosmetics manufacturers and merchants to achieve a "win-win", while the number of manufacturers and by businessmen, and consumers to achieve "win-win-win"? »
     Cosmetics research and development must be pragmatic, and hand to remove the vanity, not excessive packaging, mining brand can not be overdrawn, and to channel the interests of terminal benefits equivalent…… enterprises to truly focus on the technical talent, they were the whole industry chain in the core, it is their Molded the soul of the cosmetics. Mainly to technical research and development, packaging, supplemented by research and development, increase the technological content of traditional industries, to increase the real brand their gold content, this is the core of the development of China's cosmetics and the right direction.