Magic: Battle of veneerSource: Global Entrepreneur ??? Author: Zhou Man 2005, in Shenzhen Huaqiang North Mao industry Square, two United States that mask sales team, selling themselves hoarse for two days. When the morning, Magic Holdings International Limited General Manager She Yu Yuan hoarsely announced today sales of more than forty thousand yuan. The presence of many people silently shed tears. She followed the team for many years, during the promotion, the company from top to bottom out in force around the clock. Japanese sales of several million had been worth mentioning - just two years ago, led by sales of the original rain She madman who can be taken within one year mask revenue reached more than 500 million yuan. 'Maybe we are not the first invention of the mask, but we certainly are Chinese people who actually create the mask value.' She Yu Yuan on the 'Global Entrepreneur' said. It turned to rain, said re-start unexpectedly difficult. Asian miracle in 2003, She Yu Yuan create beauty that mask with several partners. For mainland consumers, mask just coming into sight. A year ago, OLAY launched beauty Energizing mask in white and Ying mining products, the first time the introduction of Chinese weaving style mask, rain She was originally from a small number of people who smell opportunity. That time the mask of people just entering the consumer's attention, this is the leader of the Enlightenment Procter and Gamble's OLAY. Since consumer education accurately place, clearly visible market demand, led by P \u0026 G to take the lead from foreign brands in terms of brand, reputation, marketing etc., in the face of foreign giants winner, local manufacturers seem not defenseless. OLAY brand penetration is very strong, there are still people today can remember its beauty Energizing Mask of product advertising, it even sparked and even beauty Energizing Mask Whitening Ying mining Series line of hot-selling products. 'Many people think that five days before the wedding even apply mask is compulsory.' High culture OLAY advanced scientific and technological exchanges and public relations manager, told 'Central enterprises entrepreneur.' OLAY quickly discovered and detonated mask this category is no accident, another P \u0026 G's skin care brand SK-II was a recognized inventor of weaving style mask, 杨泊 called SK-II brand public relations manager for Greater China, 'Instant Beauty 'effect has a very good reputation in the industry, skin care mask has as its' star product 'sold to the global market. Prior to 2005, SK-II was mainland China, Taiwan and South Korea, the skin care category sales champion, while SK-II mask is in addition to 'Magic Water' most popular products. On the occasion of foreign brands mask holding a Nike Air Max 2012 high hit, the local brands also secretly work. But winning the competition will not be easy, bear the brunt of the problem is the expansion of local channels. At that time, also in the formation of hypermarkets format in addition, the rest of the fledgling retail channels. In Watson, for example, in 2003, only 50 of its stores nationwide, it was the most overlooked sales channel is pharmacies. 'Shenzhen time there is a five-meter pharmacy.' She Yu Yuan recalls. She noticed a phenomenon -1999 to 2003, headed to the pharmacy OTC path has bred a large scale, the main concepts of Chinese medicine and health products market, category involve oral beauty, Feng Rushuang, gynecology lotion, eye mask and so on. She led the team at this stage in order to 'agent' status and mask maker recoverable cooperation, scratch-handedly built the recoverable brand, which is more than 500 million yuan in annual sales quickly. The sale of a miracle also accelerate bilateral cooperation between rupture velocity. 2002, can be taken full suspension and 'agent' cooperation. Yu Yuan into the thirties, suddenly faced with 'no goods to sell' dilemma. Overnight, She Yu Yuan is facing a crisis of survival - funds quickly dried up, the team also was forced to disband. A year later, he registered partnership colleagues, 'the United States that' a new start, the face of changing market and look forward to a comeback She Yu Yuan had dazed. Mask market situation is quite compelling - Procter \u0026 Gamble, Unilever, L'Oreal, Johnson \u0026 Johnson and other super giants have involved where local brands can be taken, eight glasses of water, plain child, etc. are a powerful offensive. The selling Huaqiang North, that is these 'mask Nuggets' sense of dislocation strongest moments. Fortunately, the rain soon discovered that the original big names are also at a loss. The reason is that the Asian market is quite offbeat mask. 'In other global markets, film products are usually frosted or mashed, Europe and America, very few people have the habit of using the mask. Some European and American cosmetics brand is very curious as to why so many Asians like to use the mask?' In the US market has long been engaged in consumer goods Liu Jing veteran ring area of research on the 'Global Entrepreneur' said. Asians compared to European and American people, their consumption behavior is more complicated, with habits or that the business education. Asian consumers tend to spend more steps to complete the Womens Nike KD VI cosmetic procedures. According to consumer behavior survey, Europeans and Americans to complete the whole process takes about 3-5 step beauty, Asians are 6-9 steps, South Korea 9-12 steps. Compared to Europeans and Americans, Asians prefer a single function beauty products. Such as pay, we will choose to focus on the replenishment of the product - Asian consumers generally do not believe that a product can moisturizing, whitening also anti-aging. They seem to prefer in your face multiple layers of different functions of skin care products. L'Oreal (L'Oréal) high-end cosmetics, president of Ye Hongmu (Nicolas Hieronimus) has said that the Asian women like variety in your face cream and cream, which makes the weight and texture of L'Oreal products must be lighter than the rest of the world products. 'The most expensive skin care products category - the essence, from concept to product, are Asia's contribution to global markets,' high culture 'Global Entrepreneur' said. Asian consumers tedious cosmetic procedure functional demands of a single product has earned Beauty giant convoluted - in Europe, film consumption has never been a habit. In addition, the efficacy, Europe and almost no whitening needs, their pursuit of cleaning and anti-aging. For example, some categories, such as L'Oreal whitening cream does not exist in France, in the United States, such products penetration rate of only 5%. In China, whitening cream penetration was 46%, Nike Zoom Lunarposite while in the Indian city women, a prevalence of up to 78%. In addition, due to the relatively high oil or acne, Europeans and Americans prefer mashed mask, clean concept more seriously. 'For example, there is now a cleansing equipment from Europe and America to pass over, Asians may not hurt as long as a gentle cleansing of the skin, Europeans and Americans think only a very thorough and complete cleaning to avoid skin problems.' Gao Pei said. This argument or mashed mask from the best-selling product is verified, the US skincare brand Borghese's star product 'green clay' (Borghese skin mud mineral nutrition membrane) of the main demands is 'clean and acne,' similar 'green mud 'products covering almost all of the mask manufacturer. European and American people do not believe in a mask alone can achieve satisfactory effect, in the field of cosmetics, facial mask is still difficult to shake the status of the protagonist cream, cream, eye cream, which prop up the entire product line, the alternative is usually cream and cream. OLAY who will carry on this insight on the product distribution. In the high-end flagship brand OLAY Pro-X BY OLAY for example, the flagship product for cream, cream, eye cream, the whole system is just a product called Pro-X Pure Oil Control Mask Yan net equation in the sale. And in the OLAY Lynx flagship store, mask a single product to reach as many as 20, although almost all of the product lines have a mask figure, but it is no longer advertising the protagonist. Skincare concept of sensory functionality can Nike Lebron 11 Elite be divided into two, and the development of mask true. SK-II mask is defined as a multi-functional products - their products do not add flavor, showing only the most natural yeast flavor, gel mask monolithic product prices even more than 600 yuan. SK-II mask for international brands such as multi-function that trial. That mask is to allow consumers to use the brand's first best 'cut.' The second function is to mask its big brands to achieve joint sales reasonable additional products. Skincare giant L'Oreal, Estee Lauder has a similar layout. 'Just the whole skin care market share is concerned, about 10% of the mask, although no cream 50-60% share of the large, but the former's growth rate is about twice as cream.' Gao Pei said. It was originally a rain quickly digest the earliest opportunity to smell the above person. Born in 1972, he graduated from East China University of Food Engineering, after graduation worked in health care products company sales, the market fully understand his 'sellers' in the process learn real marketing knowledge, 'then go to Chongqing to do market, the company gave me three hundred thousand of the goods, without any marketing costs. I went to the local dealer, to sell him the goods, they need to advertise the product, I would look for with advertising agencies on cooperation . 'She Yu Yuan thus met the current chairman of Guangzhou Ogilvy integrated marketing trick Jianing, his first to experience the wonders of understanding advertising and marketing. In 1996, the 24-year-old full control of all operations of this health care products company and demonstrated a remarkable talent management, performance under the rule of rapid growth. In Beijing branch, for example, its highest monthly sales of 80,000 yuan, while his control of the company after six months, the highest monthly sales of up to 2.8 million yuan, the Shanghai branch and up to four million yuan. Through long-term health care products market tempered, it received a unique Womens Heels consumer insights. 'At that time I did not know the mask, but that does not matter.' She Yu Yuan said. Health products industry experience honed its most critical consumer insights derived from the concept of Chinese herbal medicine, topical cosmetics amazing demand. Rage remains charming Dan, his wife oral, Bor oral liquid fall into this category, and its multi-function tends to freckle, whitening or breast. He was totally understand skin care products, but in the OTC channel 'intersection' Fortunately he Nike Air Max met recoverable. Then he personally write soft paper products, packaging design to find a professional company, output range of beauty concept. At that time many pharmaceutical companies successfully listed, pharmacy growing very fast, and very supportive of OTC channel beauty features products. By means of this channel, the local mask to avoid brand SK-II, OLAY other strong brands. Health care products have been proven through operation of ideas, quickly recoverable sales exceeded 500 million yuan. However, in 2002, can be taken to stop suddenly announced that full cooperation with them. 'In fact, before there are a lot of warning, but we always thought they Nike Kobe 9 EM would not do.' She Yu Yuan said. She appears in, the company's supply chain due to the division of labor is not clear, recoverable done a very good marketing case, but eventually became a failed business case. 'We are very excited to do marketing plan, but the 'general manager' role is vacancy. Manufacturer ever feel that I can own to dry.' She Yu Yuan explained. Wound up being swept out of recoverable She Yu Yuan awkward, affected by the impact, he had hundreds of people cut from the team to more than 40 people. 'The most uncomfortable are some people told me that this month may not be my salary, I also follow you to do, okay?.' It has been rumored at the time of the agent can be taken privately to do their own products, in order from prove innocence, he had a whole year not set foot in any Nike Air Max 2012 Men skin care products. Under pressure, the former rain cried on several occasions in the toilet. Twists and turns only just begun. 'Passive business' She Yu Yuan eager to prove himself, Nike Air Max 2012 Men only three months later, he launched Jieyin product called 'flamingo blue'. After the new listing, the Shenzhen She was found on the market, there is only more than one hundred brands of gynecological lotion, but he only knew before Jieeryin Fuyanjie - the final product failed. She Yu Yuan had to keep on fighting, he had launched a lot of products, all filled out almost the entire desk. In order to open the market situation in the mask, She Yu Yuan has also specialize in department store counters, another time even he suspected - '?. Store counter mask how it might sell its bearer simply could not counter the cost of sales' and in the supermarket channel, mask multi-piece bundling and packaging prices also difficult to stand out - the price of 70-80 yuan per box mask, a single product is priced too hampered sales. At the beginning of the United States that the listing has been using Nike Hyperchaos Shoes 2013 5-pack, this strategy did not achieve a breakthrough in pharmacies and department store counters, supermarkets also sales were flat. But She Yu Yuan insisted locking Watson Channels - 2003, Watson is less than one hundred the number of stores, with tens of thousands of tiny compared to the number of pharmacies. 'Do not enter if Watson is equal to your strategy, implementation will take shape. If you do first Wal-Mart, Carrefour, or do first, can not support the fast digestion and a combination of professional skin care products, only Watson can do.' She Yu Yuan He explained. At the time, few brands stationed Watson mask, Watson urgent need of fresh blood. But how to get into the United States that Watson is a top team problems. The latter strict elimination system, if the poor market performance will be available. That is when the United States entered the open frame mask market, already on the shelves filled with Tibet safflower, vegetarian children, eight glasses of water and other brands, the United States that did not form a branding into the store timing is early enough, She Yu Yuan frustrated again. Watson entered the conditions are Womens Nike Zoom Hyperflight PRM very harsh: about 35% of sales deduction, the account period of three months. In addition, brands also need to bear the cost of the pool, meet new store opening or printing DM single page, etc., suppliers have to pay him Nike Air Zoom Flight The Glove a fee. In addition, Watson unstamped system is very strict, open tax is very complicated, it requires specific to a single product details, which also defines the supplier's financial must be made very fine. Visited the market, Yu Yuan found FMCG selling models more than a definite price range. A single product if more than seventy to eighty dollars, consumers will hesitate. Procter \u0026 Gamble, for example, Head \u0026 Shoulders, Rejoice and Pantene initially have no more than 40 yuan of products. How to reduce the price were to break out, She still unique skills. Late one night in 2005, inspired by the Air Jordan Outlet original rain She boxed bidet towel in medicine, 'I suddenly thought what consumers do not need to buy so much, five pieces of packaging box of how long it will use them again?' He thought flash of inspiration Mask can chip sales. He excitedly picked up the phone and call subordinates, and Ogilvy got to do marketing plan, and later the study design and packaging design company. Health care practitioners in the past experience makes She realized Care Products from specialization to quickly digest is inevitable, it should not be the mainstream market pharmacy and other specialized channels, only the general public in order to promote fast digestion massive sales volume, and are all mask should Monolithic open-shelf sales. He United States that mask brand positioning identified as Cheap Nike Free Outlet 'Create a new leisure class cosmetic qualities mask in public areas of FMCG, and become a leader in this category.' Freshly baked solution is to mask the depth of product 'fast digestion', single sales, priced at eight yuan. In order to meet the 'fast digestion' feeling and power, the United States that mask adjusted from 3.4 to 15 products, and a 'square circle' design colorful. As a result, the breakdown products cover a variety of components and features that consumers purchase options increases, the fun also increased significantly. She Yu Yuan on product demand excellence, in order to find the right fabric material, he had asked the Japanese suppliers to offer 40 types of non-woven fabric samples for its selection, in addition, he is also the choice of beauty patented technology and imported raw materials to improve their products. Expanding product line, and recruit She Yu Yuan Ning had much dispute. Because of different functions, components, costs 15 products vary, for example, high levels of anti-wrinkle Essence should be more expensive, but water should be cheaper. She Yu Yuan in which you want to set three price range, but was strongly opposed by the latter. Merchants Jianing think FMCG most important feature is the 'no threshold', if you need to select the threshold, and once wider choice, consumers may abandon the purchase. 'The more things threshold more professional, such as a bottle of expensive than the other five hundred, you need to explain to consumers why this is the practice of professional products, the public quickly digest approach is no excessive price threshold.' She Yu Yuan chose to compromise, the United States that 15 products were listed according to the price of 8 yuan per piece. Facts have proved that such a decision is very wise. Monolithic quick sale and fast digestion for the United States that open up the situation. She Yu Yuan with new products and new ideas when he again found Watson General Manager Tan Lixian China, Tan Minrui to realize this vision unusual. She decided during the National Day for the United States that is reserved for the perfect location. United States that chose 'end frame' - the main aisle end display shelf position, its display is tantamount to a low wall on one side. Beginning of the experiment, She Yu Yuan is very tense, almost afraid to departure. When store inspections, he had met Watson Global President, who viewed the United States that particular shelf, and praised the design very creative. Watson's car to catch the express train, the United States that even more powerful. Now, Watson has more than 200 cities in China more than 1,000 stores and thirty million members, is currently China's largest health and beauty retail chain - each Watsons stores, the United States that the average monthly sales of up to several million, and once contribute about 70% of sales. When a big success, the beauty that is also beginning to choose the second and third tier cities to expand the traditional channels (department stores and supermarket chains) and specialty stores channel. In 2010, the Nike KD VI Elite United States that the Hong Kong Stock Exchange, in 2012 the United States that people over 10 billion yuan in revenue. Research firm CTR data show that in 2011 the domestic industry growth rate as high as 29 percent mask, the mask has become the retail category billions of major categories, namely the United States places 1.4 times the industry growth rate continues to lead its market share up to 18.5%. She Yu Yuan opinion in the United States that success lies in international brand destined not cover all markets, leaving it blank is sufficient to support the market to support local brands. In addition, quite different from the cream, cream and eye cream and other categories, cosmetic science and technology and the successful experience of the European and American big brands backed not unattainable, competition in this market segment mask skin care market does not have representation. And in the stimulation of OTC, Beauty chain and other new channels, new consumer far more than old enough incremental channel original capacity. She Yu Yuan's new goal is to achieve within five years five billion enterprise scale. He acknowledged the United States that now is not the ability to do the above scale, management, human resources are the practical challenges, while FMCG giant Procter \u0026 Gamble's incursion more should not be underestimated. In mid-March of this year Olay flower muscle Wyatt Series Mask used with the United States that the main product 'Fun' series of mask price close to the product strategy, which is also listed at the beginning with the United States that chose the same 'non-counter channel', and the high culture told reporters that sales strategy has been impressive, 'one in Watson, listed in the first month reached to sell one of every minute sales performance.' 'The key is not the market can not melt under five billion of business, but my companies have the ability to do five billion. 'She Yu Yuan on the' Global Entrepreneur 'he said. Clearly, now is not the 'stop and enjoy the beauty of' when.