As early as 2003, the "Ad Age" magazine predicted that men's skin care products will enter the consumer climax in the world. Now, the topic that Chinese people are talking about is not whether men want skin care, but how to choose the right skin care methods and skin care products.
Reasons for the emergence of men's beauty products
As a major brand of daily chemical products, since 2006, it has continued to attack and expand new markets, and to promote the conceptualization of men's skin care products. Faced with the fierce competition between international brands and local brands in the women's skin care and maintenance market, and as a potential huge market for men's daily chemicals that have been seriously neglected by the daily chemical industry, it has been repeatedly launched by major brands.
Why have men’s collections of daily necessities appeared in recent years, and international companies have spared no effort to promote them? The first is the reason for the market. In the 1990s, women's daily chemical products were surging. As long as there were advertisements, they could sell goods. Therefore, in the past few years, nearly 2,000 daily chemical companies have been born, and the result of competition is lower profits. Take the giant P&G, for example, before and after 1995, with huge advertisements and high salaries, the profit margin could still reach 50%. However, with the increase of media fees and channel fees, after 10 years, the average profit has been below 30%, and some products have even reached 15%, while male cosmetics have just started, and the mainstream customer base is the social elite. Layer, so the high price of profits is much higher than the female cosmetics market, so the strategic task of major companies is to find market growth points through the male market.
Don't underestimate the potential of the men's cosmetics market. Although it is not as varied as a lady's product, it is counted up from the "cleansing, skin care, before and after water, maintenance, care for hair, bath, fragrance". The market capacity is still very large, the key is how to integrate, such as the previous bath products, shampoo products, etc. are mixed with men and women, perfume is separate for men and women, how to carry out propaganda, male product design is a key issue in the market.
In Europe and the United States, the market share of men's skin care products has reached more than 30% of the entire market. The annual sales volume in the UK is 100 million pounds. The US market is 2.3 billion US dollars per year. The use of professional men's skin care products has long been the lifestyle and consumption fashion of European and American men. . In China, there is no “prosperous sales situation†for male cosmetics, but the market with nearly 100 million mature consumers will be inspiring if it is well-guided. The president of a famous French cosmetics company said – “The market for men’s skin care products†It is a broad avenue, which is a real market to be tapped in front of us." There are market forecasts that in 2010, China's cosmetics market will total sales of 80 billion yuan, of which the share of male products is at least 4 billion yuan. . This is a very attractive market, and according to the law of the market, the top companies will take 80% of the market share. How can we not let the companies be enthusiastic?
Another factor is about trends. The female makeup market is the accumulation of thousands of years of culture. "Mulan Ci" has a cloud "take off my wartime robe, and I used to wear it when I was old. When the window is clouded, the mirror is yellow." From the rouge gouache to the bottle and jar, the desire of women to show beauty and stay in youth is accompanied by a woman's life. . The beauty of men has always been understood as the beauty of masculine, the beauty of heroes and the beauty of roughness, the beauty of boldness, men and makeup have never been the same thing since ancient times.
However, with the development of modern society, people's changes in aesthetic views, modern chemical industry damage to the human body and skin pollution, men have a new understanding of health and beauty. The modern male social rules with the key words "dressing ritual temperament" have led men to start three-dimensional packaging from the outside to the inside.
The best nutrients are water, and the best health care is reasonable exercise and healthy sleep. However, for the elites of the society, “using youth to gamble and use health for money†has become a common phenomenon. The fast-paced life makes men “need more care†and makes external packaging inevitable. This is the mass of male cosmetics and nutrients. The main reason for the emergence.
Counting male makeup products
Like fashion, skin care products are an indispensable consumer product in women's lives. From facial cleanser, toner, lotion, to sunscreens of different pH values, and high-grade samples of different ages. It can be said that women have everything in the types and brands of skin care products. However, what is the proportion of men who are another large group in society in this huge fast-moving market?
Starting from the domestic low-end brands Dabao and Longliqi, men's cosmetics have been tepid. Biore, which belongs to Kao, has also developed a professional men's skin care series very early (in Japan and South Korea, male skin care is a relatively mature industry, and recently, Biore recently used Yu Wenle as an image spokesperson), but the market is still not hot. The market fever began with several high-end advertising products: after the primary facial cleanser was divided into different skin types for men and women, Biotherm as a big brand used Jinchengwu endorsement men's skin care products in 2005, and high-end magazines appeared frequently. Many of the eagerly-awaited brands have also used a large number of media propaganda methods in 2006 to approach the eyes of thousands of male consumers. Famous brands include Clinique, Nivea, Shiseido's Uno Toner, Adidas, Mentholatum, and Ponds. And each company regards the terminal as the main competition window.
As a major international brand, L'Oreal has also launched a sample of men's skin care products using Wu Yanzu as its spokesperson. Its main appeal is “7 days a week, I definitely don't allow tired faceâ€, and it is a high-income group with a career and a tight life rhythm. The domestic Shanghai Jahwa invited Leung Chao-wai as the spokesperson of the "Gaofu" brand image, focusing on successful people with certain social status and quality. The brand strategy of Pond's and Biotherm is based on the vitality, which links the vitality of men with products. Mentholatum also has a deep customer base in men's products. It is also aimed at men's “Lee Skin Cleanâ€. It is also a concept of activated carbon shower gel. The sexy man is passionate, highlights the sportsmanship and refreshing experience, and has also obtained a certain Market recognition.
Shiseido has always been a high-end product in the daily chemical industry, and it has long been a long-term for the Chinese men's makeup market. From the beginning, it is a full range of products, from cleaning, firming, creams, lipsticks, eye creams to detoxification care, and combination of suits. The advertising offensive and brand power have made the original men's skin care products series gradually forming a climate.
Men's make-up products also include different categories of perfumes, essential oils and acne. Similar to the French cosmetics association, Lei Di has launched more than 100 product lines in China, covering almost every aspect of men's life, and does not allow women's cosmetics to be wonderful.
From obscurity to eagerness, until today's blossoms are on the market, it is still related to market potential. According to the website, men's cosmetics have shown rapid growth in the world in recent years. In the global market, the total sales of men's cosmetics has reached 5.164 billion US dollars. In Shanghai, men’s beauty consumption reached 200 million yuan in 2005, and has since grown at a rate of around 20% per year. It is predicted that the domestic market demand for cosmetics for men in the next five years will increase at a rate of 96% per year. Such actions can be seen, the major brands have no doubt that they will not let such market share of unprecedented unprecedented potential. Recently, I saw Unilever's sub-brand, Ching Yang, launching the men's exclusive cool anti-dandruff shampoo for the first time. There is a "he + she-drink" hot, and now there are "shampoo men and women", shared by men and women. The history of a bottle of shampoo is coming to an end.
Talking about the main points of men's cosmetics marketing
From the perspective of men's cosmetics market, there are still many differences with women's product promotion. For example, sunscreen and whitening in the women's market are not suitable for the men's market. The men's market is mainly based on skin health and vitality. From the perspective of overall marketing, the development of men's skin care products should start from two aspects. First of all, the means of propaganda and propaganda must not only impress the man himself, but more importantly, impress the woman around the man. Women who are mostly emotional animals like to have faces of men around them, and impressing them is half the battle. Take the men's cosmetics recessive champion “Tianjin Leidi†as an example. This company with a laboratory in France produces products that are world-class, with daily lines and professional lines as excellent, and the network channel is very powerful. In China, there are tens of thousands of square meters of monopoly chains that are unmatched by any men's cosmetics company. The concept of Lei Di's main theme is "women's skin has problems, men have responsibility" because of the intimate hugs and kisses between men and women, if men do not pay attention to skin cleansing And maintenance, once the skin contact with the lover, so that the cells multiply, the bacteria are easy to pass, then the woman spends the big price of beauty is also a loss. Therefore, with the "intimate contact effect" as the saying, Lei Di has quietly become the leading company in men's cosmetics.
The important significance of marketing is the customer's awakening, that is, the transfer from concept to life demand. There is a need for men to build awareness of self-maintenance and to understand the importance of maintenance, which requires a process of gradual development. Men have men's behaviors, they don't surprise their skin and body and mind as they try. Men are different, men pursue simplicity, men pay attention to taste, men pay more attention to connotation, all the cumbersome affairs are not men, so once you choose a brand and establish brand loyalty in your heart, you only need to surprise this huge consumer group. sufficient.
In addition to advertising and marketing methods, the promotion of marketing is based on the well-known men’s website for men’s care in the country. This is the way of using online marketing. Because men value brands, they will not compare and experiment with women, so there are still online marketing. His reason. Nivea and Pei's and Adidas, which entered the market earlier, have already established a foothold in large supermarkets. Sales per month have risen steadily, but the overall profit is not particularly high except for channels, labor and publicity expenses. The real high profit comes from the professional line – the men's care center with the theme of men's care. Japan, South Korea and other markets men's experience care center sales of cosmetics accounted for 60% of men's total sales, while less than 2% in China, Lei Di is the beneficiary of the Men's Care China Center, more than 300 experience centers nationwide will become the company's quality customers And word of mouth is not an alternative to advertising, which is also the main marketing method for men's cosmetics and skin care products in the future.
There are many cosmetics agents in China, most of them are big names with strength and channels. Men's cosmetics pharmacy will borrow the power of dealers to lay out the channels and make basic marketing skills. With the entry of more men's cosmetics and the rise of the size of men's brand stores, the market will naturally rise, who enters early, who is more professional in marketing, who is the future of the men's cosmetics industry, "P&G", but also beware of P&G enter.
KYLIN, the winner of accurate sales (continuing profitability), consultants and senior consultants of dozens of colleges and universities, consulted and supported hundreds of companies at home and abroad. The product promotion expert with more than ten years of practical marketing experience is good at helping enterprises to achieve double sales volume and the organization and integration of enterprise resources. The research theory is used by nearly 100 domestic enterprises. It is praised by the industry as “the most effective marketer†and “the most suitable marketing partner for long-term cooperationâ€. Contact information. e-mail:
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