In the existing cosmetics thousands of enterprises, the real present market situation is: a third at the last gasp, a third silent, a third of interest-bearing sound. And although the cosmetics enterprise of all kinds of marketing means like eight, emerge in endlessly, but mostly remain in primary childish advertise, find stars, with "foreign skin", the surface looks obtrusive lively, real purchasing power is a asked. In the Airless Bottle view, the current cosmetics firms generally have the following marketing blind spot:

One. Appeal chaos. As is known to all, cosmetics start market, want to have the diversity of the appeal to the consumer in the interests of the unique commitment, but many of the cosmetics market what is exactly what role that couldn't be further understood, and in the light of consumer demand mining interests point ambiguous, let alone to open the market.

Like many cosmetics the aging resistance, ecological nutrition, fight pollution, natural active, cell energy, herb nourishes the skin, supplement the cell vitality, gene repair etc to be a glittery point, very broad, homogeneity is serious, the concept of fuzzy, each other in mutual reference content imitation, and lots of cosmetics enterprise infatuated with the so-called marketing appeal innovation, frequently "spot three days, five days except knit", in the fierce market competition ever enough, the enterprise can also squeezed for survival, but, as in recent years, industry reshuffle intensifies, the international brand of invading, part of the OEM enterprise by behind the scenes to seat, the enterprise survival road once become abnormal hard.......

Two, the position is not clear. A cosmetics listed, and the specific what the object is, suitable for young students, senior white-collar, housewives, professional women, and so on, relative to clear, the market will just pour advantage subdivision, if what all can adapt, all-encompassing catch them all, but easy to make matters worse.

Cosmetics and beauty of your close, so all marketing activities shall stand in the target consumer Angle, all around to target consumers, only consumers really accept acknowledge your products, channel to unimpeded, the establishment of sales to fort invincible. Any marketing tactics in marketing strategy to use as the foundation, tactical errors can through constant adjustment to make; And strategic mistake, it will lead to enterprise astray even go on to struggle. So, it's not hard to see why many enterprise though all kinds of marketing means emerge in endlessly, but finally still ended up end is pale, the main reason is that the firm's positioning appeared fundamental error

Three, selling point lack of power. New cosmetics listed in the operation of always seeks new selling points, but due to the different footing, some manufacturers not from market start feeling, but from the self identity self appreciate Angle to the selling point of the creative cosmetics. The result: now everyone already know, cosmetics propaganda to highlight the function, but in order to clear this, often spread into many difficult to understand the mechanism of the paper or concept, in fact as long as one or two words, if can be popular chic reflects the function of their own best selling cosmetics.

Four, superstitions investment promotion. Many cosmetics company, because their own strength are suffering, often hope that through the investment promotion to profit in the short run, eluding market risk, but not the success rate is too small, even if the investment promotion success, your product market lifeblood is others with a firm grip, and distributors hand many products, once the operation three to four months, your product no improvement, the other side will soon will the doghouse. The results you get is temporary affordable, as for the brand, the enterprise image faded in.

Five, pay attention to the number of advertising, ignore promotion quality. Advertising is the start of cosmetics has the function of, but not "huashan a way since ancient times," have you noticed that many famous brand advertising and we see every day, but sales performance is not satisfactory, the key is to market promotion quality is not quickly follow up advertising communication effect, finally XingBuCheng superposition combination propaganda advantage, it is difficult to have impact on the market.

Six, superstitions shop goods outlets. Many cosmetics at the start often eager for quick success and instant benefit more from the big o, wish all the business overnight super, supermarket shop goods are in place, the blind pursue quantity subsequent promotion promotion weak condition will only intensify market stability. Because they ignore the key to go the quantity principle, general situation, sell good sale point is not more than ten home, you light emphasis on quantity but many sell some lack of sales, when BingBaiRuShanDao, and what is the use?

Seven, Dally with concept, worthless. The marketing innovation, the concept of innovation, has become a key point of cosmetics enterprise forward continuously. Once a period of time, everyone is keen to stir up concept, gene, volcanic mud, deep sea mud, nano technology, product emerge in endlessly, cosmetics field time concept, hype flood, many enterprises dream of a concept of magic hype, but often backfire.

Eight, the price is far off. To the consumers, cosmetics the right price to products promotion and popularity. But some cosmetics but stubbornly led people into a well-off ahead, they think social consumption level already advance and the international community, therefore, in the high price compare to the market, this kind of method is not realistic.

Nine and market operating ability is poor. Many of the cosmetics marketing personnel, like with experience and physical strength to handle affairs, no further study, improve their wishes, the product market atrophy and running to another product, anyhow jump around, mentality blundering pushy and enthusiastic.

Ten, too superstitious ideas. There is always some cosmetics enterprise self-described how products are excellent, than similar products on the market are excellent, even the main competition that brand vilified. This attitude is very natural, but the problem is he didn't put the products well. Must have good product not market! Good product just laid the foundations of his success! Now the bouquet of deep s lane, without good management thought, no good marketing, good product will still have to market.

11, narcissistic. Always think that their products are the best, whether the scientific research, patents, effect and so on in the similar product of that ahead, however, the quality of the products is to have a market to test, and the key is the recognition of consumers, their dollars money is measure a product quality of the vote, and not your own feeling. We all know that it is not lack of good products on the market. It is a good product, light on the top of my lungs to tear enterprise sound at their own characteristics have much good, technology has many new, more rational for is in the consumer groups speaking, it has every salesman boasts too.

Twelve, blindly follow suit, and do not pay attention to product life.

Watch others through infomercials, franchises marketing and e-commerce, fire, immediately also follow suit imitate, completely ignoring their own resources, product positioning is matching is blind follow suit, and in the end you can't draw water with a sieve. In addition, whether that is a life of cosmetics, that want to change the world by a single product play to the idea of childish.

As we hear and see some products sell very well, actually spoken parts in an opera, is marketing do good, strategy right road, proper methods.

In the enterprise developing marketing her main responsibility, he is to make the company's potential get sufficient play. The main power and skills should focus on "demand management". Say simply, also is the enterprise to in pursuit of the company goal, to the extent of the demand, opportunity and elements to maximizing influence. In view of this, many of our originally good product why be do died, and in fact the issue is that you around marketing essence lack of "three no" : a no strategy; 2 no resources; 3 no innovation.

Strategy for this. For many cosmetics enterprise the boss it, more or less can speak out one, two, actually is specious, ambiguous, not according to their own objective practical situation of prudent rational treatment. The opposite is subjective optional sex is extremely strong, and many product operation good enterprise, all is according to find methods target. Many people will understand objectives is not clap his head, several people got together and determined to negotiate agreed target, it needs to spend much time trying to set up the consumer demand extent. To according to the market demand of timing and elements of the adjustment shall be prepared. Just like professor p.m. that as the, the focus on establishing a market demand on the challenges of, meaning through the what kind of the way methods to achieve for customers, retain customers, increase customer's purpose.

Resources for the root. Perhaps each cosmetics enterprise will's heated talk about what the way of integration, also understand China manufacturing should change into China create, even for the upgrade of industry, what restructuring, management, optimization, and so on it hit all the right notes. Unfortunately, for the integration of the "degree", the integration of the "force", etc and lack of their own sense of belonging.

Innovation is the soul. The next five to 10 years, innovation will be the Chinese business enterprise of keywords, CEO of the way to change must be in the future, will be the only way out is innovation, cooperation is the most convenient way. No doubt, in today's such a for information technology and closely, and convenient Internet world, the global market and labor and products can be Shared by the whole world, everything is possible for the most efficient and least cost way realization.

Airless Bottle think, marketing power lies in innovation, in the "marketing is king" age, innovation has become the basic survival of the enterprise law.