Gaul, L'Oréal headquarters.
CEO Eric looked at the brand directors with their heads lowered in the conference room, his expression gloomy.
"Give me a reason why sales of our products are so poor in the Eastern market?"
"Not only that, but the European Eagle's market share is also declining?"
"Who can tell me?" Eric looked ferocious and yelled: "Why!"
Ranko's brand director spoke tremblingly: "Mr. Eric, there are many cosmetic brands popping up in the East, and they all use the name of domestic products to gain patriotic fans, so we have suffered a little setback and suppression."
Eric said with a cold face: "But the sales volume in the first half of the year has not changed. It has only started to plummet in the past two months. Have the Chinese people only recently become patriotic?"
"Besides, this can't explain the sharp drop in sales in overseas markets. You won't tell me that people in the Eagle Country have also begun to fall in love with China."
Lankou brand director suddenly became speechless and lowered his head in silence.
Another brand director raised his hand and said: "Mr. Eric, I think I know the reason. It's because other companies have done too much advertising and created a lot of hits. This has led to intensified brand competition, and we have also been affected. Once the epidemic is over, sales will surely pick up again."
Eric looked at the brand director with a kinder expression.
"I want to hear you talk carefully."
The brand director mustered up the courage to continue: "The main reason is that Sanqing Beauty's advertising has been so fierce in the past few months. It has suddenly emerged. As a local Chinese company, they have natural advantages, so they have covered our market. Robbed."
"As for overseas markets, because Sanqing Beauty has Nobel Prize winners advertising and the world's richest man Mabus touting it, it has triggered a large number of customers to try it. Once they get over it, our sales will pick up."
"The cosmetics market is not like other industries. Customers' brand loyalty is very low. Most people try different brands every year. Even if they buy Sanqing and L'Oreal skin care products at the same time, there are still many such customers, so the temporary Sales volume doesn’t mean anything.”
Eric smiled: "Then what solution do you have?"
"Of course we do. During this time, we are avoiding the spotlight and don't need to invest too much in advertising. Instead, we carry out discounts and promotions to attract customers. Since we save a lot of advertising costs, our profits will not be reduced."
"When the popularity of Sanqing has passed, we will increase advertising and invest in new products to boost sales."
"This is essentially a matter of advertising. In fact, our product lines are richer and there are many price options. Their products are too single, the brands are not rich enough, and both high-end and low-end are lacking. In the long run, we are not afraid .”
Lan Kou and other several brand directors immediately objected: "Mr. Eric, you can't do this. Our brand focuses on the high-end market, how can we discount easily? This will do great harm to the brand image."
Several other second-tier brand directors also nodded in support: "That's right, our prices are not expensive to begin with, and advertising expenses are a big part of it. If we continue to offer discounts and promotions, I'm afraid the profit margin will plummet."
Eric frowned: "You mean, we don't do anything?"
His eyes became sinister: "Have you ever thought about what will happen if we let it go and our market share continues to decline?"
"If we lose the Eastern market and if our overseas market share continues to decline, then we will lose our position as the leader in the global cosmetics industry. Do you know how much this will affect our brand value?"
The brand directors were all silent for a moment, and none of them made a sound.
What the CEO said is that now Sanqing's reputation is so famous that it is useless to advertise. You can only attract customers with promotions and discounts. Otherwise, the market share will decline and you will have to spend a lot of money to regain the lost market. There are even This part of the market may be completely lost.
Eric personally made the decision, formulated a response strategy, and immediately launched an unprecedented wave of promotional activities around the world to increase sales.
Other cosmetics giants such as Yadai, Procter & Gamble, and Shiseido have also made the same decision.
Shiseido is a bit worse off than these companies because it is also an Oriental cosmetics giant. Now that an Oriental cosmetics giant has entered the market again, there is no doubt that customers will compare the two together.
So it loses the most customers.
After buying it, the customer discovered that the super moisturizing factor is really easy to use, and its reputation is no worse than that of Shiseido, and the poster model has more oriental charm.
In short, it is better than Shiseido in all aspects. Customers instantly became tired of the old and turned to Sanqing.
The bosses in the cosmetics industry hate Sanqing with all their teeth and are struggling to cope with all this.
But there is no other way, you have to do it even if you lose money.
Who told the other party not to follow martial ethics?
The Nobel Prize was used as a nuclear bomb-level killer weapon.
Generally, Nobel Prize winners are experts and scholars who study basic sciences, and few of them study applied technologies, let alone develop civilian products.
Even if a Nobel Prize winner develops a product, it will be something high-end like medicine, and they will certainly not and do not need to advertise on their own.
There is no Nobel Prize winner like Wei Kang who has his own company and develops and sells his own skin care products.
It is a unique phenomenon in the world for Nobel Prize winners to advertise their products.
This wave is simply a dimensionality-reducing blow, and the cosmetics giants will not be unjustly defeated.
When they first told their brand stories, they all boasted about how high-tech they were, how many scientists they invested in research and development, and how their skin care ingredients and effects were astonishing.
As a result, Sanqing came directly to the research and development results of a Nobel Prize winner.
A story that kills them instantly.
Customers have heard many of their stories and have no doubts about Weicome's story. They feel that the products developed by Nobel Prize winners must be better and easier to use than other brands on the market.
Moreover, Wei Kang is the world's number one pharmaceutical expert, and has even conquered cancer and Alzheimer's disease. How can the skin care products developed by such a powerful person be any worse?
It’s all because the cosmetics giants are so good at telling stories. Now they finally meet their opponents, and they are trapped in a cocoon.
Such a bitter pill, they could only swallow it silently.
I can only blame the brand spokesperson they hired!
At the same time, in the Sanqing Beauty OEM factory.
The production line is running at high speed, and boxes of skin care products, cosmetics, and toiletries are quickly shipped to all parts of the world.
The owner of the foundry factory was all smiles. He already planned to buy a dozen more production lines.
Even acquiring several nearby factories to make it bigger and stronger, and emulating Foxconn, is not something that cannot be considered.
Now the entire factory is producing Sanqing Beauty products at full capacity 24 hours a day, and OEMs for other brands have long since been cancelled.
He thought happily. Fortunately, he didn't underestimate this company at the beginning. He decisively took a liking to it and signed a long-term cooperation agreement.
In the past, his factory was OEM for giants such as L'Oreal. The order volume was not large and the price was very low. It was really a hard job and he couldn't make much money.
Now I have switched to Sanqing. Although the requirements are still high, it is much easier to pay and will not pressure his price. Moreover, orders are coming in continuously and the profit margin has increased a lot. Only this kind of business can prosper.
Sure enough, we still need Huaxia Company to become bigger and stronger. Only then will OEMs like them have a way to survive and have the opportunity to become bigger and stronger.
These products from the foundry are not only sold in China, but many are also shipped to Haishi Terminal, directly loaded on ships, and shipped to overseas markets.
After more than two months of hard work, the overseas market has been expanded very well, and not only Amazon’s official store has amazing sales.
Hundreds of counters have also been added in the busiest shopping malls in important cities around the world.
These counters not only sell Sanqing's skin care products, makeup and body care products, but also health care products, and the sales are very good.
After all, the one-stop offline shopping experience is still very important. Female customers value this more, especially some cosmetics, lipsticks, eye shadows, and foundations that need to be tried on the spot to find products that suit them.
Sheng Changya is even already developing a new perfume product line.
You know, perfume is a well-known money-grabbing tool. The cash cows of major brands, not only fashion brands want to rush in to get a piece of the pie, but even celebrities will come out with named perfumes to cut a wave of leeks.
Perfume first appeared as a tool to cover up body odor, but now it has become a powerful tool for major brands to expand their market size. You can own this brand for a few hundred dollars for a bottle of perfume. How can customers refuse such a temptation?
If you go to Walmart in Eagle Country, you will find celebrity perfumes on the same row of shelves as nail polishes. Aren’t open-shelf sales aimed at those teenagers who have limited pocket money but are chasing stars?
However, the common way to develop perfume is to outsource the development and sales of perfume to specialized cosmetics companies. The world's largest perfume manufacturer, Coty, has helped many big-name and niche brands create perfume.
There are many domestic perfume brands, but the biggest problem is false advertising.
A large number of low-quality products are advertised. They are neither the work of serious perfumers nor produced with high-end raw materials. They are just fake products with poor information and are passed off as domestic products, relying on the patriotism of consumers to make money.
Poor quality can be improved, and there is no shortage of marketing experts in the country. However, this kind of substandard and false advertising is really a problem of companies that are too impetuous and just want to make quick money.
This is a common problem in many industries in China.
But Sanqing Beauty will definitely not do this. Sanqing is not short of money or fame. It can find a good perfumer to customize the formula, and then win with quality to create a truly domestic perfume.
In short, the expansion of Sanqing Beauty Cosmetics seems to be progressing very smoothly so far.
The main reason is that there is a lot of money and fame.
With the backing of Sanqing Pharmaceutical, a gold-eating beast, the expansion of Sanqing Beauty will be smooth.
Even if they encounter setbacks in some markets, as long as there is money to open the way, many agents will resolutely choose to join because the offer is too much.
This is the legendary Golden Bullet Offensive. Of course, Sanqing's products themselves are highly effective and of high quality, which is also a major reason.
You can expand with money, but to gain a firm foothold, you still have to rely on hard power.
This hard power does not require how awesome the product is, but it only needs to have advantages over competing products.
Sanqing has a particularly great advantage in this regard.
Such achievements can be achieved in a short period of time.
The company currently only has one brand, Phoenix, which is positioned in the mid-range domestically, slightly higher than L'Oréal, and not too expensive. It has swept across the East, occupying half of the country.
However, it is positioned as mid-to-high-end abroad. Because mainstream brands such as Lanco and Shiseido sell much cheaper abroad than at home, Phoenix’s prices are similar to those of these brands. It has outstanding effects, high profit margins, and rising sales. It is constantly seizing the market. market.
According to this development trend, it is certain that Sanqing Beauty will be among the top international brands.
However, Sanqing Beauty now also has shortcomings.
That is, the product types are still too few.
All cosmetics giants have very comprehensive product lines and high-end, high-end and low-end brands, so that they can occupy the largest market share as much as possible.
Maybe a product can't make a lot of money, but it can occupy a certain market.
This kind of large and comprehensive brand image is also a kind of publicity, which can try to win the most consumers.
After all, consumers can buy all the products they use for their whole body from one store, and it will be difficult to buy other brands in the short term.
This means that even if certain products do not sell well or even lose money, the brand will insist on selling them, just because they are afraid that you will go to other brands to buy them, and then buy other products from other brands by the way, and finally completely fall into the arms of their competitors.
If a certain market segment is really difficult to capture, acquire an existing brand to expand the company's footprint.
If the acquired brand does well, keep it. If the brand value is not high, directly use the other party's formula, take over the other party's sales channels, replace it with your own brand and products, and directly replace it.
Sheng Changya is well aware of its weaknesses, so it has been working hard to develop new products.
Deep down, she is not satisfied with being a first-line brand and keeping pace with international brands.
Becoming number one in the industry and replacing her old employer as the leader in the cosmetics industry is her true ambition.
For this goal, she goes all out, she never stops, and she is willing to give everything.
Ambition is the real perpetual motion machine of the human world.
****
Somewhere in Eagle Country, in the bedroom of a small bungalow.
Ha Fu is a young man in his 20s, full of energy. He came back from get off work and had dinner. He was so hot that he had nowhere to vent, so he immediately opened the browser.
He went to the well-known P website and clicked on a video that had a lot of views.
A blonde girl appeared on the screen. Her name was Tao Zi. She lived up to her name, and her beautiful body was as fresh and juicy as her name.
Harvard casually pulled out a handful of tissues, put them next to him to get ready, and then watched a familiar action movie.
As the plot develops, it has reached a critical moment of tension.
Haval's hands were also placed on key parts, waiting for activation.
Strangely, Taozi suddenly picked up a small bottle on the bedside, poured out a few drops of water-like liquid, and then applied it on his body.
Harvard's eyes widened. He looked at the bottle and felt it looked very familiar.
The lust in his heart disappeared instantly, and he stared at the bottle. Due to the clarity of the video, he even took a screenshot and enlarged it to watch.
"Oh my God!" After seeing it clearly, Harvard exclaimed in shock: "Damn it, Fake, this is actually a bottle of moisturizing essence. It's the same brand as the facial cream I use. No wonder this bottle looks so familiar to me. "
He immediately zipped it up, didn't watch the video, quickly edited the pictures, and then posted them online.
"Brothers, look what I found?"
