【摘要】：正近幾年來(lái),國(guó)內(nèi)化妝品市場(chǎng)出現(xiàn)了一種"耐人尋味"的現(xiàn)象:國(guó)貨熱,化妝品行業(yè)不再是外資品牌一枝獨(dú)秀的格局,佰草集、自然堂、美素等一批實(shí)力相當(dāng)?shù)闹袊?guó)品牌脫穎而出,作為國(guó)貨精品的代表。在剛剛過(guò)去的2015年,伽藍(lán)集團(tuán)JALA旗下高端品牌美素MAYSU的市場(chǎng)拓展業(yè)績(jī)不俗,品牌通過(guò)整合線上線下資源,開(kāi)展了一系列具有創(chuàng)意的主題營(yíng)銷(xiāo),在激烈的行業(yè)競(jìng)爭(zhēng)中頗為亮眼。隨著消費(fèi)大升級(jí)的加速,國(guó)內(nèi)化妝品市場(chǎng)發(fā)展迅猛,中外品牌競(jìng)爭(zhēng)白熱化,終端市場(chǎng)的消費(fèi)者購(gòu)買(mǎi)日趨成熟理性,對(duì)高性?xún)r(jià)比的產(chǎn)品更為青睞。同時(shí),化妝品企業(yè)的營(yíng)銷(xiāo)渠道也日漸成熟化,市場(chǎng)突圍似乎變得也越來(lái)越難。
[Abstract]:In recent years, the domestic cosmetics market has appeared a "thought-provoking" phenomenon: domestic products hot, cosmetics industry is no longer a foreign brand alone pattern, Baicaoji, natural hall, Meisu and other strength of a number of comparable Chinese brands stand out, as the representative of domestic boutique goods. In 2015, Garland Group JALA's high-end brand, MAYSU, has done well in its market expansion, with a range of innovative thematic marketing initiatives that have been launched through the integration of online and offline resources, which are striking in the fierce industry competition. With the acceleration of consumption upgrading, the domestic cosmetics market is developing rapidly, the competition between Chinese and foreign brands is intense, the consumer purchase in the terminal market is becoming more mature and rational, and the products with high performance-price ratio are more favored. At the same time, cosmetics marketing channels are also increasingly mature, market breakthrough seems to become more and more difficult.
【分類(lèi)號(hào)】：F426.72
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本文編號(hào)：2382348