The cosmetics profession once had two city field pattern - - date line which and the specialized line distinguishes right from wrong.
Although with is the cosmetics profession, although similar sales cosmetics, but two line's channel structures and the operating procedure are not same. Japan melts the line take the market, the supermarket, the cosmetics monopolizes the shop and so on as the main sales terminal, but the specialized line the well water does not violate the river water take the beauty shop as the main sales terminal 0.2 lines, always lives in peace with each other. But the nearly all cosmetics brand, follows the respective market rule, separately robs own consumer and the market share in the date line or the specialized line market.
After the 21st century, this kind of condition is changed gradually. Some cosmetics enterprise starts with the identical brand aiming date terminal and the specialized terminal carries on the sale and the promotion, like Dr. Bai, pill US and so on. They with the aid of the formidable advertisement strength, or as send take the quality win the tool, before emerging terminal under shop rear court swift growth support, but grows rapidly, has obtained not the vulgar market achievement. These brands, we call it the amphibious brand.
But, Japan melts the line consumer and specialized line existence obvious difference.
Part of consumers favor in the pure product purchase and foster own use the custom, namely becomes the date line the consumer, they requests to the brand attribute to compare Gao Er not to be strong to the product functionality request; Another part of consumers favor in depend upon the beautician recommendation and enjoy the service in the beauty shop, thus solves the corresponding skin problem, is low to the brand attribute request and is relatively high to the product functionality request. Although between two kind of consumers also has overlapping, but not serious overlaps or the conflict.
Therefore, the former brand is carries on the variation according to the respective consumer characteristic to locate and to promote.
Then, how can the amphibious brand aim at these two kind of not same consumers? Why can they use the identical brand to go on an expedition the different cosmetics market?
The answer may and in enterprise's strategic tactic seeks from the consumer himself.
First, the consumer and the terminal stratification plane present the fusion.
20 century's ends to enter the 21st century, two line's consumers already no longer like originally that the well water did not violate the river water. Japan melts the line the consumer starts to pay attention to the product function, to solves the skin question demand to increase day by day, but the specialized line customer during pursue effect's, also starts to pursue the brand the populace popularity. The pure date or the specialized terminal was very already difficult to satisfy this kind of superimposition the expense psychology and the demand, therefore, the first shop rear court is born, while satisfies the customer to brand attribute pursue, also provides the corresponding service space and the measure for the consumer, solves the skin problem.
This has established the consumer and the market foundation for the amphibious brand's birth.
Next, the use identical brand carries on the sale and the promotion, may share the market growth which the brand growth brings.
For example Dr. Bai, uses the formidable advertisement strength, in the specialized beauty shop, the cosmetics monopolized the shop, the medicine zhuang shop has obtained the attention sales result. Japan melts the line with other line consumer to the advertisement is sensitive, the formidable advertisement may attract the huge human spirit; But specialized line consumer, because also starts to the brand popularity's pursue to pay attention to make public rate high brand. Uses the identical brand, carries on the formidable outreach activities, but shares the sales growth which and the market share the brand popularity brings, why not?
Third, although is the identical brand, but uses the different product line to cover the different retail sales terminal,jazzy toes baby socks, effective addressing consumer's difference question.
Additionally builds the different product line under the identical brand, but in view of different consumer. For example pill US,big kids toys, has the pill US cosmetology serial products, also has pill US and Japan to melt the serial products. They in the product naming, the function, on the packing have the obvious difference, like this aims at the respective consumer to carry on the effective breakthrough, thus in distinguished and in the product function has solved the identical brand facing the different consumer's question.
Uses different product line cover different retail sales terminal this kind of strategy the result which develops in the market, will have the possibility to appear looks like Shiseido to use the main brand to endorse the vice-brand equally the form to present the numerous vice-brands, amphibious brand after development mature will present the fission, but will become the respective domain the specialized brand.
Fourth, in view of the different terminal, each serial products adopts the different price, the promotion strategy and the service method.
According to the specialty and the date terminal respective consumer characteristic, carries on the level discrimination in the product fixed price; According to the different channel's benefit assignment tradition, gives the differential treatment in the product purchase discount; Adopts the disassimilation in view of the different consumer the promotion strategy, provides the different promotion meal; In follows the company to unify the service standard under the premise, provides different service method and so on, for the different terminal's consumer each kind of different policy's releasing, have provided the variation support for the different terminal's operation.
But the amphibious brand's development by no means is obviously problem-free.
The first question is, how obtains the unification on the product functionality and the brand demand?
Japan melts the serial products and the specialized serial products has the huge difference in the product functionality - - the date serial products, because sells nursing and the post-sale service deficient must pay great attention the security, thus is not very prominent in the product functionality; But the specialized serial products pays great attention the function, needs to increase each kind of effect ingredient, and nursing and the post-sale service deals with the skin issue which using selling in possibly causes because of the effect ingredient to appear. Then, how does the identical brand give dual attention to these two aspects the characteristic, but in propagandizes and in the promotion carries on the unification?
That is, the different consumer who extends from the functionality, is dissimilar to the brand request and the cognition; But the brand demand is the request maintains an overall brand image. Therefore, once processing is not good, has the possibility to create the brand image the fission, has not created consumer's disorder in the brand development mature situation, harms the brand finally the development.
The second question is, how to carry on the expanded goal consumer group aspect bidirectional extends?
Although adopts the consumer who the different product line gives dual attention to the different terminal, but, along with the product aging, needs to renew the product variety and the series, this needs the product in the function further refinement, or opens the new functional localization, thus further subdivides the consumer, obtains the deeper market niche. Then, will have the possibility in the expanded goal expense group direction to present more overlapping, also will have the possibility to look like two more to walk a farther beam, will cause in the goal expense group to have the entirely different two factions finally.
The third question is, to be how balanced the benefit assignment between the different terminal with the disruption of the market which from this produces?
Adopts the different price strategy to deal with the different retail sales terminal,baby socks fashion, although solved has retailed the terminal respectively the benefit demand question, but caused to retail between the terminal from the benefit assignment not to be balanced respectively, from this possibly caused the heterogeneity between the retail sales terminal to carry out the malignant market competition, caused the market finally the confusion and the brand worsening.
Although the consumer is dissimilar,（Related Articlesbaby gifts baskets The star fashion POLO unlined u）, although the product is dissimilar, but as a result of is the identical brand, but the consumer cannot carry on the effective discrimination, will thus cause price low to have certain expense psychology superiority.
The fourth question is, how to solve the problem which the product functionality attenuates?
Generally speaking, Japan melts the product the sales volume to be higher than the specialized product, thus in the amphibious brand's developing process, the enterprise shifts with emphasis gradually the management to the date product sale and the promotion, will thus attenuate gradually in the product functionality. But the amphibious brand is opposite in other day brand competitive advantage mainly lies in the product functionality to be strong and the service measure good two aspects, that after losing this kind of functionality superiority, the amphibious brand also whether draws support from other superiority to come with the strong trend date brand to carry on the competition?
The Pennsylvania University's paleontologists bear? H? Dr. Shu Bin mentions the amphibian to the life history significance when said: These ancient amphibians are such walk away from softball game's quarrel, then for transformed the entire sports match.
Perhaps the amphibious brand is from cosmetics market walking away, thus has created a new blue sea. But, the amphibious brand is facing actually from the date and the professional market two aspect pressures of competition. We should pray for heavenly blessing the amphibious brand the endeavor, because of theirs innovation, changed the entire cosmetics market pattern, but we should also remind the amphibious brand: The fair day and specialty long, abandon the date and specialty short, the fusion penetration, only then can have belongs to an own piece of blue sea.
Welcome to discuss your viewpoint and the view with the author, the telephone: 13570979189, email: yixiufeng2001@163.com
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