Author: Fulai Planning Agency
-Exclusive and comprehensive disclosure of the operation of available marketing plans.
You can use eye mask to start the Beijing market strongly in one month, and successfully build a national model market in three months, becoming the first brand in the eye mask market and creating new categories and market space. The adoption mode, mixed marketing and reform of cosmetics market in China have deeply influenced the marketing communication concept and method of daily chemical industry. It has been rated as "Top Ten Marketing Cases" and "The Most Fashionable Conceptual Marketing" by many national media.
Found recoverable
Recoverable eye mask is 26 kinds of traditional Chinese medicine beauty cosmetics introduced by Sichuan Recoverable Industrial Company. Due to the limited market start-up funds, lack of market-oriented packaging means and effective marketing strategies, the products are basically in a state of natural sales. 200 1 Establish a strategic cooperative relationship with Guangzhou Yuanhe Health Technology Co., Ltd., Yuanhe is responsible for marketing.
After Guangzhou Yuanhe took over, it was first promoted in Guangzhou and Shenzhen. The main sales channels are beauty salons, shopping malls and supermarkets, but the sales volume is not very satisfactory. But Guangzhou Yuanhe believes in his business vision and strong product strength. The temporary failure is just not finding the key to start the market. To this end, Guangzhou Yuanhe decided to make a comprehensive adjustment of marketing strategy with the help of external brain power. It is under this background that Fulai brand marketing consulting institutions participate in the work of restorative marketing promotion.
Mixed marketing determines the main theme of marketing.
Based on our professional perception, the early promotion was not successful, not only because of some marketing links, but because the overall marketing ideas did not conform to the operating rules in the current market environment. Therefore, before the marketing work was officially launched, we conducted an in-depth investigation and analysis of the current market environment, industry status and its development trend, competitive situation and consumers.
The cosmetic market in China is growing at a rate of nearly 13% every year, with huge market capacity and market potential. Foreign brands such as L 'Oreal, Procter & Gamble, Unilever, Avon and Amway. With its strong capital advantage, it has seized the high-end market, complied with the requirements of market segmentation, product segmentation and consumer segmentation, carried out brand management, and met the individual needs of consumers with increasingly mature and rational consumption behavior, which has achieved great success. However, local brands mainly cluster in the low-end market, killing each other with rough advertising wars, concept wars and price wars, gradually losing popularity, and finally facing the overall diving crisis of local products.
According to the market investigation and analysis, we think that in order to succeed, we must stand on the height of industry competition and comprehensively use various innovative marketing methods to carry out marketing reform and industry subversion. Based on this, we formulate a marketing strategy: take the third way. It is different from both international brands and local brands. Through the concept and technique of "cross-marketing", we can jump out of industries and products to see products, and take the road of China's unique cosmetic marketing innovation to win.
Open up new market categories by "eye-catching method"
The eye care market is not a blank new market. Almost all major international skin care brands have eye care products such as eye cream. If similar demands such as eye care can be adopted, it will definitely not work with its weak strength. International brands are like a mountain, on the road to development. How to position the product in order to bypass it skillfully?
Sometimes, we are easy to fall into the inherent operation mode of a product, so we are often weak in innovation. However, the concept of mixed marketing needs to jump out of the inherent limitations of thinking and comprehensively use the marketing methods of various industries to innovate. Through the in-depth analysis of the characteristics of eye mask products, it is found that it contains 26 kinds of precious natural Chinese herbal medicines, which can be administered through the skin to improve eye microcirculation and deeply solve the problem of female eye care. Compared with foreign brands, eye mask has two obvious characteristics: first, the main component of eye mask is Chinese herbal medicine, which draws a clear line with foreign brands in one fell swoop; Secondly, the deep nursing efficacy of eye mask is in sharp contrast with the surface nursing efficacy of foreign brands. Chinese medicine, deep conditioning and eye mask have all been refined. How to effectively attract consumers?
Deep conditioning, in fact, is not only to protect the eyes, but also the essence of 26 kinds of Chinese herbal medicines contained in the product has the effect of moistening the eyes, similar to the effect of health care products. The sudden appearance of light can completely learn from the marketing ideas of health care products to locate eye mask products, which is unprecedented in cosmetics marketing. The product characteristics of TCM deep nursing immediately became "TCM deep conditioning and eye protection", which is different from powerful foreign brands and highlights the local characteristics of the products, which coincides with the high trust of precious Chinese herbal medicines in the hearts of Chinese people. Although "Chinese medicine deep conditioning and eye protection" highlights the unique efficacy of the product, it still fails to strengthen its new market space. It is necessary to upgrade the product concept to the level of "category-specific". Therefore, "China Eye Protection Method" can be used to make a grand appearance, and it can be positioned as a brand of urban female eye protection in a unique way, so as to get out of the product pattern of eye cream, toner and mascara in one fell swoop and get rid of the demands of traditional eye protection for moisturizing, toning and vitamin supplementation. It opened up the eye-catching market with exclusive eye-catching film, provided a huge free space for product marketing, and got rid of the influence of similar products, especially the bondage of consumers' inherent consumption psychology, which was refreshing.
At the same time, the functional interest is locked in the four major eye problems that modern women are most likely to perceive and care about, such as "dark circles, eye fatigue, bags under eyes and crow's feet". The method of attracting attention closely corresponds to the four major problems, and achieves the effect of brand appeal.
Beautiful packaging can talk.
As the saying goes, a good horse deserves a good saddle. Good product packaging must be commensurate with product positioning, which can arouse the great interest of target consumers and make them impulsive, that is to say, packaging can speak for itself. After all, crying children have milk to eat.
Using the concept of mixed marketing, recyclable packaging combines the packaging design concept of cosmetics and health products. The packaging design of cosmetics must be able to arouse the "buying impulse" of female consumers, and the popularity of fashion is extremely destructive to women who naturally love beauty. Therefore, the eye-catching film packaging adopts sea blue tone, which looks more like a beautiful fashion, gives people fresh and elegant visual enjoyment, can arouse women's association with beautiful fashion, and has the effect of "international brand fashion". According to the product positioning of "eye-catching method", the packaging should also highlight the health care function of the product. On the packaging, 26 kinds of precious Chinese herbal medicines are used to show the efficacy of the product, directly marking the main demands of the product-comprehensively solving the four major problems of women's eyes, so that consumers can see at a glance at the sales terminal, and recyclable packaging can become a shopping guide, playing the role of "five-second commercial advertisement", effectively promoting purchase and practicing the concept of "packaging appeal, packaging appeal". Recyclable, which was later called "Blue Horse" by the marketing community (the design unit happened to be Guangzhou Dark Horse Advertising), has something to do with the successful packaging design of recyclable.
Channel integration: selling cosmetics as medicine
Solve landing and sales problems. But this is a big problem: without entering the main channels of big shopping malls and supermarkets, it is difficult to make great achievements in the short term; Entering the main channel, the cost is too high, and facing fierce competition from almost all well-known cosmetics brands at home and abroad, being trapped in weak Wang Yang is tantamount to throwing eggs at stones. On the other hand, differentiated product image positioning also needs differentiated channel support.
At the same time, the start-up capital of the recyclable market is limited, so it is impossible to carry out large-scale market operation. We must find a sales channel with low operating cost, small input and large output. Obviously, access innovation is necessary.
Under the guidance of the main theme of mixed marketing, combined with the operation mode of health care products channels, we decided to cut through the pharmacy channels, break the framework of local cosmetics marketing entangled in the competition between daily chemical and beauty cosmetics, and avoid direct contact with the strong players on the original front. This is a risky move. Internationally, only Vichy of France succeeded. Recoverable is very firm. We joined hands with Beijing Linda Kangbao Jianpin Co., Ltd., a well-known distributor in health care industry, Beijing, to quickly cut into key pharmacies and establish network coverage. Not only can the low market start-up cost be used to avoid the early market risks, but also the professional and trustworthy image of pharmacies can be used to enhance the image of recyclable products. But also meet the business transformation needs of product structure adjustment of local pharmacies, effectively rely on external resources, and lay a good foundation for the rapid start of products.
In order to give full play to the maximum efficiency of joint marketing with pharmaceutical chain institutions and dig deep into marketing resources, we have formulated a recyclable channel alliance integration strategy. Jointly recommend recyclable products to consumers with the eight major pharmaceutical chain giants in Beijing, such as Golden Elephant Pharmacy and Tongrentang Pharmacy. In Beijing's major media, special reports such as "Join forces to create new channels for cosmetics", "Add mines to pharmaceutical retail terminals", "Join hands to adopt, Beijing distributors win-win and wonderful" and "Eight major pharmaceutical chains solemnly recommend" were launched. One of them has made a series of reports on the unique channel strategy and product advantages of adoption, and well-known pharmaceutical institutions and adoption brands have their own needs. Both of them have aroused great repercussions in the industry, strongly attracted the attention of regional distributors in the country to recyclability, paved the way for the next step to expand the national market and accumulated marketing potential.
Centralized terminal media and outdoor media
In the era of large-scale investment to incite the market, many local enterprises blindly follow foreign brands and invest huge sums of money to promote the mass market, but ignore the important value of the goods themselves as a medium. Everyone knows to invite beautiful stars to attract attention, but I didn't expect persuasive goods to play an important role themselves. At the terminal, the most attractive factors for customers to buy are packaging and terminal display, so packaging and terminal display must attract consumers' attention, explain the characteristics of products, give consumers confidence, and form a good overall impression and a good buying atmosphere. Therefore, we decided to take "terminal media" as the terminal operation concept, let products "show themselves", take outdoor media as an extension of terminal media, focus on the most effective geographical location, communicate with consumers, enhance brand image and maximize product sales.
Under the joint attack of Fulai brand marketing consultant, Beijing Lindakang Company and Guangzhou Yuanhe, it can spread all over Beijing almost overnight. Under the root of the imperial city, hundreds of miles along Chang 'an Avenue, Xidan, Wangfujing and other bustling business districts, Zhongguancun Science Park, Central Business District and many noble communities all over the capital, countless pharmacies have been decorated with famous brands. People who buy medicine in pharmacies such as Tongrentang can see the "eye-catching method" with two glass doors dozens of meters away. Pushing through the door, I saw shelves with recyclable brand image more than one meter high on both sides to welcome guests. When you walk into the pharmacy hall, you can use various specifications of products for packaging and display on the big shelves standing against the wall. Many consumers find that almost all pharmacies in the streets are "packaged". As the only key position of outdoor media-subway interchange, people will always feel a strong shock: it has always been an important position occupied by international cosmetics brands, but suddenly it is occupied by a national cosmetics brand! In the winding transfer corridor, recyclable posters are overwhelming, which makes people feel like they are in a "recyclable space". In the roaring subway car, people's eyes are always attracted by image advertisements such as "eye-catching method" Open the newspaper at will, and the unique design of recyclable print advertisements and the introduction of recyclable articles come into view. Can be "everywhere".
Recoverable is the first local cosmetics brand to fully and deeply implement terminal media in pharmacies. The input-output ratio is the highest and the income is the biggest. Brand competition is not only the patent of big companies, but also the game of the rich. Four or two is the greatest value of marketing innovation.
Press and public relations, start the "Recyclable Stealing the Sky Plan"
The layout of the ground battlefield is inseparable from the firepower in the air. In order to quickly start the market and fight a beautiful three-dimensional combination war, we planned and strongly launched the "Stealing the Sky Plan": under the guidance of the news marketing communication concept initiated by Fulai brand marketing consulting agency, we married the China Dingxin Silk Road Model Competition, innovated communication and staged a unique news public relations marketing war.
Kecan sponsored the New Silk Road Model Competition, not simply named as "Kecan Cup", but in-depth cooperation with the Beijing New Silk Road Competition Organizing Committee, borrowing all kinds of valuable resources of new silk road models, covering the whole event and promoting the brands of "New Silk Road" and "Kecan" to achieve a win-win effect. In this way, the acceptable sponsorship fee is actually very low, which is completely different from the traditional sponsorship business and has reached a higher level. In the early stage of the competition, we began to build news publicity activities, adopting the news marketing communication means of "1+ 1", adopting the entertainment news that combines eye-catching product knowledge with the New Silk Road Competition, and adopting the series of print advertisements of "Beautiful Eyes Shining in Beijing" to cooperate with each other, with attractive big photos of new Silk Road models on the T stage, their various postures and costumes. Especially during the registration period of the competition, the series of activities of "Registration and Tracking of Recyclable Cup" were innovatively launched, integrating the brand history of New Silk Road, the registration items of Recyclable Cup Competition and the characteristics of recyclable products, and releasing family photos of New Silk Road 1 1 famous models, indicating the names of the models, such as Jiang Peilin and Liu Yang, which reflected the exquisite packaging drawings of Recyclable Cup, and * * carried out the concept of the competition.
The crowning touch of this public relations activity is the specific "Acceptable Day" of the New Silk Road Model Contest planned and launched by us. Before the date was passed, we first made an announcement in the media, inviting 50 consumers to get together with the models, attending lectures for free, and getting samples of eye mask and mask for free. As soon as the announcement came out, the telephone rang like a flood, and the enthusiasm of consumers for participation greatly exceeded our prediction. On May Day, we invited an internationally renowned beautician, Mr. Jimmy. All the finalists and lucky customers gathered to listen to Jimmy's lecture on beauty and eye-catching knowledge. At the activity site, huge posters with recyclable eye masks were arranged around, and samples of recyclable clothes were distributed to each representative on site. The whole hall is filled with the smell of recyclable Chinese herbal medicines. Subsequently, we immediately reported the "Recovery Day" activities. The recyclable packaging studied by the models, Jimmy's live demonstration of the use of eye masks, and the arrangement of the lecture site appeared in major mainstream media in Beijing. At the same time, with Jimmy's demonstration of the unique efficacy of recyclable products and the feelings of the models after use, all of them revealed a strong recyclable fashion atmosphere, which deeply touched every lady who loves beauty, and the sales of products increased day by day.
We plan that all the contestants will be called "recoverable girls" by the media. In an instant, the "recoverable girl" became the nickname of the new Silk Road model and quickly spread throughout the capital. According to the three-dimensional beauty concept of the contest, we jointly planned to add the "electric eye beauty" award, and as the highest award of the contest champion, the best and most fashionable model won the highest "electric eye beauty" award, which undoubtedly tells us that it is the best and most fashionable brand. The unique "electric eye beauty" award, from the beginning of its establishment to the final result selection, we have been continuously tracking the entertainment news reports of mainstream media, and the information of recyclable products is always with us. At the closing ceremony of the competition, the CEO of the company personally presented the winners with the "Electric Beauty" award, and delivered a short speech on the spot, saying that the company should be the first brand in China eye-catching market. Immediately, through subsequent news reports, the company's brand image, product awareness and reputation were further enhanced.
Through the marriage with the New Silk Road Model Contest, together with the internationally renowned makeup artist Jimmy, with the help of news marketing, we tracked reports in a new form of entertainment news, vividly created news hotspots, spread fashion ideas, and made the acceptability soar rapidly in just two months. "Eye-catching method", "electric eye beauty" and "recoverable girl" caused waves in the market, and the "recoverable sneak shot plan" was completed.
Episode: crisis public relations, adding luster and taking measures.
While all the work of the Beijing New Silk Road China Model Contest was in full swing, the news broke out in the Guangdong Division where the contest was in full swing. Guangzhou Daily published "A model on New Silk Road was drugged by a key figure", which broke the "shady" and "scandal" of the contest and caused an uproar. Love me, love my dog, and be open and fair to the national model contest. Beijing Division is bound to suffer. If the situation continues to deteriorate, recycling, as an exclusive sponsor, will undoubtedly be the biggest victim. Sponsorship will not only be stifled in the cradle, but also the recyclable products and company image will be greatly damaged.
Crisis, danger and opportunity coexist, and the key lies in how to use the crisis to turn the tide, which will test a company's crisis public relations ability. After in-depth investigation and analysis, we think: first, the reason why the contest is so shady is because it shows the high degree of attention of the contest. We should take advantage of the registration opportunity of Beijing Division to make positive comments in the form of news in the media to give people and models confidence; Second, we can help each other in the same boat with the New Silk Road, and both sides must cooperate more closely to tide over the difficulties together. Crisis public relations pays attention to quick response. General Manager Yang of Beijing Recycling Company and General Manager New Silk Road jointly published articles in major media in Beijing. Li Xiaobai told the public that a special investigation team would be set up immediately and vowed to clarify the shady competition. Yang Zong made it more firm and clear that he could resolutely safeguard the fairness of the contest and would never participate in the selection of the contest, and made it clear that the company would withdraw from the sponsorship if there was a shady event in the Beijing Division.
Through intensive news and public relations, coupled with the rapid clarification of the shady situation in Guangdong Division, people gradually restored their confidence in the competition, and the progress of the competition in Beijing Division was not affected. Since "shady" has become a news hotspot, we have planned to launch a series of news reports in major media, such as "Guangdong shady ringing the alarm bell of Beijing Model University Competition", and make full use of the news resources of "negative teaching materials" to resolve the crisis, at the same time, quickly enhance the visibility of recyclable brands and the image of recyclable companies, and truly turn the crisis into business opportunities.
Recoverable, beautiful and wonderful China.
In just two months, the popularity of recoverable has soared rapidly, and "eye-nourishing method" and "recoverable electric eye beauty" have caused waves in Beijing. Recyclable sales are also increasing day by day, so that in the most fanatical time, more than 800 consultation calls can be received every day. To this end, a special line was set up in Fulai brand marketing consulting agency. Beijing has become the most strategic model market. The comprehensive investment promotion activity of "Recoverable and Beautiful China" was quickly completed in the recoverable whirlwind. We can adopt the mode of spreading the prairie fire to China.
With the popularity and reputation of recyclable brands improved to varying degrees, starting the sales engine has become a top priority. Fulai Assist can continue to use the new communication mode to carry out psychological warfare on the target market, formulate the communication strategy of "brand special issue" (namely "customer magazine"), and successively reach cooperation agreements with fashion publications such as City Pictorial, Maternal and Child World and Beijing TV Weekly to strengthen retail terminals. After the publication of the complete manual "Guide to Beauty Fashion with Removable Film", it immediately detonated the fashion psychology, and "being an acceptable woman" became the consumption symbol that Beijing fashion women competed to cater to, and the market sales boom continued to rise. You can stand on the wave of fashion trends again.
In 2002, the recoverable brand industry became the first fashion brand in the film beauty market, creating a brand-new category and space in the cosmetics market. Eye patches became popular overnight, and gold diggers joined in. All kinds of imitations, imitations flooded the market, dazzling, but there was no dark horse, and the performance was average. However, the developable marketing concept and market operation mode have become the target of many media reports and the standard for later generations to imitate. Successful cases can quickly board the university forum and become the research focus of marketing experts and scholars.
In 2002, the State Council Development Research Center, China Economic Times and Guangdong-Hong Kong Information News jointly rated it as "Top Ten Successful Marketing Cases in China", and gave high praise to the recyclable marketing model with the title of "Recyclable: A Surprise in Integrated Marketing". At the same time, the brands that won this honor include Nongfu Spring, celebrity PDA, and melatonin.
Acceptable mode: mixed marketing, innovation wins.
Mining was successful. Before the adoption, market segmentation faced bottlenecks, and the whole cosmetics industry was in a state of exhaustion for market innovation. Unexpectedly, a small blindfold can actually blow a strong whirlwind. Less investment and quick market start are the biggest highlights of exploitable marketing.
Why can it succeed?
In a word, innovation. From product positioning innovation, to channel innovation, to communication innovation, to terminal operation innovation, and then to the innovation of adopting overall marketing ideas, it is difficult to summarize with some existing marketing model definitions or concepts. Many experts in the field of marketing have defined acceptable successful models such as "reverse marketing", "alternative marketing" and "innovative marketing", but they are all biased. In fact, we can successfully practice the concept of "mixed marketing" put forward by Fulai brand marketing consulting company.
But as market innovators and practitioners, we think more at the forefront of the market. From the way of taking medicine, the operation method of health care products, to the entertainment news public relations with cosmetic fashion characteristics, the marketing methods of medicine, health care products and cosmetics are all gathered together. It can be said that the success of supporting doctors with medicine is the success of the concept of "mixed marketing" and the success of the third marketing model with mixed marketing as the core. Mixed marketing is mixed innovation. Hybridization is to be good at using ideas, methods, ideas and means from different industries and fields, break through marketing limitations, find opportunities and grow rapidly. Crossbreeding has no ideological and operational restrictions, but it tests the wisdom and courage of marketers.
The triple breakthrough of product positioning, channel positioning and communication positioning has greatly broadened the business vision of the whole industry. When China entered the customs, it faced the pressure of strong enemies and the dispute between Chinese and foreign brands. It can be said that it is a model of the industry, which not only sets an example for local cosmetics enterprises, but also puts forward a higher marketing warning for local enterprises. Coupled with the national marketing restrictions on the functional cosmetics market, in order to survive in the extremely fierce market competition, we must keep pace with the times and innovate marketing strategic thinking, marketing ideas and means in the new market environment. Real innovation often comes from cruel environment, fierce competition, bold breakthrough and firm belief. Change is the only constant, only in this way can we be in an invincible position.
/view/d5a 13b 15a 2 16 1479 17 1 128 a3 . html