Overlord: The new product directs at man's advanced market
Succeed in, list on Hong Kong financing this year, overlord group begin, implement many brand development tactics in a more cost-effective manner, extend the product line of daily chemical industry of medicine among them, continue for December 17 and put out the skin care brand of traditional Chinese medicine - -" this thatched cottage "  And then claim, put out " man professional Chinese herbal medicine washes the series of partial toing " again today ,And lead along Cheng Long by hand and carry on propagating on a large scale once again, the lofty tone marches into the advanced field of man's articles. And the overlord's strategy is pursued by investor, a short period of half a year, 162% of its stock price rising.

Since succeeding in in Hong Kong is listed on July 3 this year, overlord's group may be have frequent movement, win a bid of CCTV's advertisement with 110 million yuan, become " biggest unexpected rival " in the daily chemical industry brand which is participated in competitive bidding first ; Later invited Wang Fei to speak on behalf again "  This thatched cottage of traditional Chinese medicine skin care "  Series, begin to set foot in the traditional Chinese medicine skin care field; Claim, put out overlord man prevent from, take off person who attend to, man have hair care type, man person who take a shower,etc. three major series at ordinary times again recently, march in the advanced field of man's articles. Therefore, it makes daily chemical industry's kingdom's strategic domain of traditional Chinese medicine to draw back gradually.

According to overlord's CEO ten thousand jade China, the overlord will continue expanding the product line, the field of daily chemical industry related to broadness of the personal nursing, construct the huge traditional Chinese medicine daily chemical industry products chain. This time, serial introduction of shampoo, man of overlord, exactly efforts and determined to prove overlord.

Overlord ambitious to get involved man to be advanced to wash and partial to the market, relate to the fact that the market of male articles in recent years strengthens gradually this time. Investigate, in American-European countries, the market share that the man attended to the articles has already accounted for more than 30% of the market of whole cosmetics according to AC Nielsen; The gross sales amount of the global male cosmetics has already been up to 5,337 million dollars in recent years, sales amount increases by 50%, and its global market share is increasing progressively according to annual growth of 25%.

The swift and violent growth of market of male cosmetics in China does not allow and look small either. There is market prediction that reveals, in 2010, the gross sales amount of market of cosmetics of our country will reach 80 billion yuan, and male articles share are the least 4 billion yuan among them. The industry personage analyzes, the domestic man's market demand to the cosmetics will be increased progressively at 96% of the paces of every year in the following 5 years.

In fact, the major consumers of the male articles are in the stratum of social elite with right of certain words. With social economic development, the male elite trend is obvious, this kind of consuming groups often receive too good education, idea leading, like, invest enough money and time promote the image, thus, man's advanced market contains the broad market prospects, there are higher profits than women's market too.

Just because of this, a lot of international cosmetics brands put out man's cosmetics in China one after another, in order to fight for the market, but the native country still lacks the real man's advanced brand. Insider say man new product series of overlord, until " professional traditional Chinese medicine wash, partial to " Concept,it enter this pieces of field, say to be the powerful to strike in every one where markets advanced initiate man in brands native.


Brand marketing advisor mechanism reputable marketing advisor Zhang Zheng says to the reporter that the good fortune will come, the consumers that the overlord defended taking off the series of products are mostly man, put out man's series this time, say to be, in its product status of male market of strengthening, expand its advantage product line further, the function demand making a reservation and subdividing with the accurate products too dominates the market.

"So long as overlord catch the concept come on, continue, make an issue, its development prospect is very considerable. " Zhang Zheng shows at the same time, the overlord is a lot of brands such as putting out ' chased the wind ', ' this thatched cottage ' recently, need, watch out for follow-up brought to expand prepare the question such as being insufficient too fast.

Today, overlord's world closes at 6.23 Hong Kong dollar, compares the issue price of 2.38 Hong Kong dollars when the beginning of July this year, already 162% of rising of a short period of half a year.

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Mysterious veil of Shiseido
In the field of noisy Chinese daily chemical industry of one of the foreign capitals, Japanese Shiseido (Shiseido Company, Limited) It is the most calm one among them that like.

But can affirm, Shiseido seek on card own a century image of looking through.

In summer of 2009, Shiseido releases" SHISEIDO Maquillage " in China for the first time Series of color make-up. Maquillage color make-up emerges from the womb of to research and analysis of feature which more than 12,000 Asian women carried on, in its advertisement, including America and Japan mixed-blood star earth house Anna and of new generation Japanese TV play woman star u'eno attempt to deduce out some " stories of Tokyo " in 4 spokesmans inside in the tree ( Tokyo Beauty Climax) ,Gigantic and vigorous as MAYBELLINE New York of that year.

And following series of color make-up, Shiseido (China) Limited company announces in Shanghai investment on December 17 of 2009, in the drugstore since March of 2010 (run medicines and cosmetics concurrently) The channel puts out ' DQ base of a fruit ornament on a bridle ' of brand-new brand. Shiseido president field make, say newly: "While sustaining the department store and monopolized shop undertaking, Shiseido regards a new drugstore channel as the third leading pillar in China's undertaking. "

This indicate Shiseido China another of undertaking important to widen. From the will it be March 2010, brand-new medicine of Shiseido this make up brand can be in Shanghai, Beijing, Guangzhou, and about 600 drugstores of other coastal and inland main cities are sold, and expand sales in the coverage of the area and special counter gradually.

"We entered China 29 years ago, whoed would have thought at that time nowadays, China will develop in this way. Especially after 2000, the internationalization is being strengthened constantly, the level is being improved constantly, very great change took place too in consumers' consciousness. " Shiseido (  China)  Investment sickle field straight will, general manager of limited company, say to " global entrepreneur" " these individual sense of achievement, we will try hard to meet the demands, provide service   Whether these things relying mainly on people, or key competitiveness. "

Medicine make up the force

In fact, brand-new medicine make up brands ' DQ base of a fruit ornament on a bridle ' a groundless rumour.

Previously, looked on as " traditional Chinese medicine " Become Noah's Ark that companies of every large daily chemical industry went after like a flock of ducks one after another with the unexpected rival's appearance, Shiseido but it is bigger "  Medicine " Direct against even more a test of different class at the beginning of consumption crowd of subdivision, in the range - -United the square and began to open in new plum in Pudong of Shanghai to the outside from April 14 of 2009 "  Shiseido beautiful skin cosmetics shop "  ,It is one that transplants it in Tokyo " Shiseido Life Quality Beauty Centre " of Japan (improve looks Shiseido's life)  Mode, direct against skin disease medicine of patient make up shop, in the whole country being unique.

Been the same as general monopolized shop by the look of appearance and name "  Shiseido beautiful skin cosmetics shop "  ,Medicine its make up products and serivce object one field that ultimate attainment subdivide. Specially to hickie, blue and green spot, erythema, skin full of bumps and holes and face various skin crowd that issue perplex such as being obscure deeply those it, offer a series of products relying mainly on foundation cream and cosmetic method consultation.

"The mainland is on our family at present, what opened a business is two of Taiwan at the same time. " Shiseido consumer stone of service department it sets up to be prudent to say to " global entrepreneur " at that time, "it is also different to sell mode and Japan, it is a subject in the future whether to unify and permeate or not. "

This is a act which seem to be bold with limited profit. " beautiful skin "  In the shop, the single product price at present makes up the products in medicine at about 160 to 190 yuan, can sell for in Japan to more than of Japanese yen of 3000 yuan, there is special putting marketing to sell the channel. It tries to be only half a year so far in China, low price its yet " public service " in localization of Shiseido Row,but on the April in a low-key attitude after being open a business,at the time of September make an appointment arrange reach on the mid-November already, reflect medicines and make up this possibility of excavating to subdivide the market.  
In fact, because " beautiful skin " Particularity and pertinence that medicine makes up sold, many marketing channels and individuals inquire whether can authorize for dispatch or buy directly - -Hard to tell, wade all piece extensive ' DQ base of a fruit ornament on a bridle ' whom medicine make up it leads into to be coming from this completely.

On the highly competitive market of daily chemical industry, " medicine is made up " What the market is being fought for fiercely by daily chemical industry's enterprises subdivides the market new developingly.

Native brand Tongrentang has already tried water 5 years before, the marketing channel is turned from the drugstore to market and supermarket. Take with house hundred grass collect headed by in recent years "  Traditional Chinese medicine "  The international position of what the concept was obtained suddenly, make such an old established firm of Tongrentang numerous and complicated and benefited too. The gross sales amount last year of group of Tongrentang reached 9 billion yuan, though the cosmetics series of the monthly sales amount of two 3,000 yuan of special counter were still obviously at preliminary developing stage. And according to insider, Wei appearance, cut skin spring, refined to permeated with famous foreign capitals medicine make up brand one sales amount of special counter can up to 300,000 yuan per month in drugstore.

But " traditional Chinese medicine concept "  It is still a box which needs prudent Pan Dora that holds to the overseas-funded enterprise.

P&G is here "  Moist and beautiful" Have been baffled on the herbal shampoo series. With " traditional Chinese medicine "  "black hair beautiful "  Result as being main selling point the moist the beautiful,exceed 3% market shares supreme of two year - -This figure, is just 1/10 of Rejoice market share. Stopped production moistly and beautifully in an all-round way in April of 2002 finally.

In fact, " traditional Chinese medicine " One because manage constructing people,last all consumer impossible products of large-scale production, can not pursue enterprise that interests maximizes either because people's production. At Chinese medicine herbal operation of element, foreign capitals and native enterprise until " unprofessional person watches the scene of bustle relation on this, expert person look way"  ,The former often very difficult to the traditional disappearance of the traditional Chinese medicine concept wins Chinese consumers' trust.

Obviously, make up contention of the market in medicine, Shiseido avoids " traditional Chinese medicine " this time ,Have walked on a way that has hit changes persuing.

Fully-developing the merit while avoiding the shortcomings

Compared with daily chemical industry's enterprise of the general foreign capitals, Shiseido deep plough 29 year to medium-sized income abundant infiltration and profit of consumer in China, have offered the foundation for product line and more perfect localization and service that it subdivided even more.

Shiseido's wealth newspaper reveals, last year, the overseas sales amount of the cosmetics of Shiseido increased by 17.6% in the same term, among them Shiseido '  China)  4 annual growth exceeds 30% continuously. The development of the figure of Shiseido monopolized shop is also very considerable, its signing shop reaches 4000 by the end of 2009, elaborate in every province of the whole country. Here instead of "  The shop in the shop "  The mode is related and close - -Different from the traditional monopolized shop, Shiseido does not require the brand unitarity of the monopolized shop of the cooperator, but adopt and insert one new round of brands there are shopsing, in order to form the voluntary chain and has a monopoly in the channel. This has not merely remedied Shiseido (Shiseido) of Shiseido top-grade cosmetics Division greatly With Po fields lying fallow in rotation of Europe (AUPRES) The vacancy of two advanced brands in the special counter of the market is sold, has offered the platform for deepening the Chinese market, moulding star's popular brand in Shiseido too. Happy Liz (ELIXIR) of Shiseido popular brand department nowadays , the long-drawn-out fields lying fallow in rotation (Urara) ,etc. sell through monopolized shop mainly,is it single can up to sale of 300,000 yuan have brand the 10 timeses of monopolized shops singles traditional nearly moon, long-drawn-out fields lying fallow in rotation Hainan remit at not breaking through villages and towns market site enter will it be September 2009 already among them, these declares publicly, the suburb county of the airline city will be the next ground focal point of circle of Shiseido.

It is a golden rule and precious percept of Shiseido that the consumers enough time and shop observe and draw lessons from the mode. "Because we have tasted the mode of the monopolized shop in Japan, through utilizing the resources of the existing shop, can reduce oneself and run a shop, build, transmit and wait a moment much input, so long as the idea, method, mode can be unified, can carry on the investment at least, obtain the greatest repayment. " Sickle field say.  

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