The era of men's cosmetics has arrived?

In the counters of the shopping malls, we can often see international giant brands specializing in the sale of men's products, and the leaflets are also placed in the most prominent position. For example, Shiseido, L'Oreal, Vichy, and Lancome are about 10-30% higher than women's products in terms of price. Of course, in our Chinese-style daily chemical shops and specialty stores, men's products are also endless. For example, Huimeishe and Baoqilan have launched men's products.

All this seems to indicate such a phenomenon, the era of men's cosmetics that has been cultivated for many years has arrived, and will be promoted to all levels of the country, just like a blowout.

Three elements that give birth to men's cosmetics

In 2008, there was no positive effect on China's daily chemical market. However, men's cosmetics still sprang up like mushrooms. When we studied the reasons, we found the following three factors:

First, as people's quality of life is increasing and the living environment is deteriorating, real potential needs are created. The so-called beauty of love, everyone has it. Just see the conditions allowed not allowed. From the perspective of consumers of men's cosmetics on the market, most of them are high-end people. They have rich material income and at the same time, they have more time freedom. These people are often fixed in high-end white-collar workers, gold collars and bosses. This is their One of the main reasons for being able to consume men's products.

From the high to the low, the domestic brand of men's cosmetics, the appeal to high-end consumers is actually very low, so the price positioning is often locked in some white-collar workers and students, these groups are often easy to accept new things, and have A higher sense of beauty, because the income determines the dialectic of the purchase, so in the choice, they can only look down, lock in the domestic brands of the second and third line, and, at the level of consumer products, generally with cleanser For the most.

Second, the result of fierce competition in the market and market segmentation. The white-hot industry has started as soon as China entered the WTO, and P&G, known as the godfather of China's daily life, has been using action to clean up China's daily chemical industry. Since 2001, the whole line of products has been reduced in price to a large extent in different areas. The first thing to do is the washing powder, which is what the observers call the “shooting plan” (ie, the carved card, which at the time occupied about 43% of China’s market share). Now everyone can I saw a 2.2 yuan package of washing powder everywhere. For this, P&G is open to the media: price is the starting point for P&G's product transformation. The two measures after the engraving, such as the purchase of Oni, push the concept of natural soap powder, can be said to be related to P&G pressure - the engraving card has to find another way out while trying to protect the country. Procter & Gamble's second round of shuffling should be the end of 2003 with a price of 176 million yuan to win the 2004 CCTV prime time advertising, pushing 9.9 yuan / 200ml shampoo, intended to seize the Chinese third-four market, especially It is a four-line township-level market. This move has caused an uproar in the industry, and the public opinion community is also in vain. However, P&G has overestimated the advertising power and underestimated the channel defense capability of domestic brands. The savvy manufacturers and dealers form a united front under the common goal (the manufacturers must defend, the dealers think that P&G has no money to earn), therefore, P&G has attacked the rural township market for many years and still has little effect. I randomly surveyed multiple shop owners during the rural market survey. One of the store owners' answers can be said to be representative of "selling a bottle of nine yuan and nine, only earning a few cents, not enough for me to purchase the car." In this way, P&G's wishful thinking has been lost, the original low-priced products are inevitably subject to strong market demand, but unexpectedly, there is no channel in the middle, and low-priced products can not be delivered to consumers. P&G after painstaking thoughts, categorically “returns” 9.9 products to one or two mainstream stores for sale, and then launched an action that exclaimed the industry: First, Olay launched a full-line product of “low-quality sub-brand “Magnolia Concentrate”. Selling is no different from domestic production, even lower than domestic brands. Its TV commercial 19.9 Olay oil shower gel can be said to be intensive bombing in the national TV media, which brought a heavy blow to many domestic brands of shower gel and had to respond to this price war. Of course, I have to mention that in 2007, Unilever’s Qingyang and Head & Shoulders have a “cooperative battle”, which is extremely exciting! The direct result is to accelerate the industry reshuffle. Second, P&G actively joined the “Thousands of Township Stores Project” launched by the Ministry of Commerce in 2005, and directly promoted low-priced products to the rural frontline through the government. 160,000 chain farmhouses have been built, covering 63% of the country's counties. It is estimated that there will be 250,000 chain farm stores nationwide this year. Therefore, now inadvertently go to the countryside, many places where you can't see P&G products before, now you can buy P&G low-priced products at will through this store. It can be said that this move is quite a trivial matter, and it is a strategy of “copying the road” directly to domestic brands.

In a price war that lasted for several years, it was only the brand that sold the thing. Such as famous brand enterprises, small nurses, silk treasure, Dabao. It’s only about the door. Qiaoqiao, Xinting, Fa Laiya, Tianwang, celebrities, etc., are a lot of brands that once had a certain reputation in the past, and now it is hard to trace. Some brands have been collected for many years. In such a fierce market competition, where is the domestic brand's tomorrow? Where is the way out? Where is the economic growth point? Many manufacturers are concentrating on men's cosmetics and subdividing the market, hoping to kill a bloody road and increase A revenue generating point. Therefore, in the second half of 2007 and the second half of 2008, men's products are in full swing in all directions.

Although there are more and more men's cosmetics in the store, including some small counters, they are also appearing in the KA store. However, according to the information feedback from the market, men's cosmetics are still in the second stage of the sales cultivation step (cognitive concept step) Completed), many consumers have accepted the concept of men's cosmetics, but because of living habits, they do not buy men's cosmetics products. We conducted a sample survey of white-collar workers in the office of 20-40 years old in Tianhe, Guangzhou. In the 100 questionnaires collected, 100% of white-collar workers used facial cleansing habits; more than 80% of men used to accept certain Brand men's special facial cleanser; more than 60% of the same product used for three consecutive years; 15% of the two brands at the same time; 18% of the purchase of men's cosmetics (excluding facial cleanser), this number is very low, buy The products are basically toner (for shaving), perfume, body lotion. The initiative to buy creams is zero, and 3% of girlfriends and lovers give men's cosmetics. The men’s cosmetics expenses are included in the life plan at 0%. There are 20 questions in the questionnaire. The last one is not listed. The last one is a question. Please fill in the opinion on men's cosmetics. The opinions are different, but the opinions are roughly the same: in the past three years, men's cosmetics are still there. In the city, consumers need a nurturing process to accept products to take the initiative to purchase. Men buy products more rationally than women, and the pursuit of beauty is not as strong as women. At present, only functional products for physiological needs, such as acne products, have to be purchased. In addition to facial cleanser, other products take time.

However, the rhetoric of domestically produced Japanese manufacturers is different, but in general it is two aspects: on the one hand, the representative said that men's products will be as unstoppable as the sky, and on the other hand, "walking and seeing." A company owner with an annual sales volume of 20 million in Guangzhou said that men's cosmetics will inevitably flourish in China's daily chemical market. This company developed a men's brand “X pie” three years ago, with a product line of 49 items. This company once ate the tiger gallbladder. At the beginning of the product launch, it set up a counter in the Guangzhou department store. Its pricing is comparable to that of L'Oreal. However, it does not last long. In less than two months, I encountered a withdrawal, and I was in a hurry, and then the project ran aground. So far, millions of packages have been placed in the warehouse. However, this boss has a special liking for men's products, and it is reported that it will be restarted recently. Another sales director who sells over 100 million yuan said that men's products are still in the cultivation stage. Why should men's cosmetics be promoted, but as a supplement and perfection of the product line, the focus of the company is still traditional cosmetics, which are common to both men and women, but Focus on women.

At present, the main products of men's cosmetics in the market are in hair, shower gel, cream and water emulsion. Beijing Xini Personal Hygiene Care Company has been ingeniously launching a men's care solution that uses hygienic makeup. This product is now available nationwide and can be seen at KA stores. Then, will men's products extend to other categories, such as men's toothpaste? We can easily search online through Baidu. There are indeed some small business brands that promote their products online under the banner of men's special toothpaste. In this regard, Aoqili company executives who did not want to be named said that cosmetics men's products have not really formed a market, to be a men's toothpaste, playing this concept is even earlier. Liu Qin, general manager of Guangzhou Calcium Cosmetics Co., Ltd. said that it is too outrageous to make men's toothpaste, because there is no such concept product in foreign countries. However, it does not rule out the artificial concept of some small companies. For example, in the past two years, a small company in Guangzhou has produced a strong toothpaste, and the result was sealed. I think men's toothpaste has no market in the short term, because it has to pay a huge cost to cultivate this concept. We can think about how many years of men's facial cleanser concept has been pushed to this point. To be a men's toothpaste, who is willing to pay for this huge promotion cost. However, it is safe to say that this is indeed a good idea, but a good idea without a market, there are no highlights.

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