聚焦美素MAYSU:中国化妆品高端品牌的整合营销魅力
发布时间：2018-12-16 12:32
【摘要】：正近几年来,国内化妆品市场出现了一种"耐人寻味"的现象:国货热,化妆品行业不再是外资品牌一枝独秀的格局,佰草集、自然堂、美素等一批实力相当的中国品牌脱颖而出,作为国货精品的代表。在刚刚过去的2015年,伽蓝集团JALA旗下高端品牌美素MAYSU的市场拓展业绩不俗,品牌通过整合线上线下资源,开展了一系列具有创意的主题营销,在激烈的行业竞争中颇为亮眼。随着消费大升级的加速,国内化妆品市场发展迅猛,中外品牌竞争白热化,终端市场的消费者购买日趋成熟理性,对高性价比的产品更为青睐。同时,化妆品企业的营销渠道也日渐成熟化,市场突围似乎变得也越来越难。
[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.
【分类号】：F426.72
，
本文编号：2382348
[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.
【分类号】：F426.72
，
本文编号：2382348
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