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It also costs a lot of money to build a brand. The cost of spokespersons, advertisements, etc. is not low.

In addition to the various public relations expenses every year, the total is at least several hundred million dollars.

Only in this way can a

- A major brand with over a billion dollars in sales

Mingyi) products company.In fact, it has always been like this. The bigger the company, the more brands.

For example, the number of brands of L'Oreal exceeds that of several other cosmetic giants.

Like Procter & Gamble in the field of daily chemicals, it is also a multi-product "May Four Three" brand strategy.The former car boss, GM, is also a multi-brand strategy

When the multi-brand strategy was expanded in the early stage, the effect was very good, and it could easily grab market share, including mature sales channels.

In this way, sales will expand rapidly, and the market value will also increase rapidly.

But the disadvantage is that each brand needs to be advertised, which cannot form a synergy, the publicity expenditure will increase, and the cost of brand management will also increase rapidly.

One day, it will cost you more than you earn, because your brand will get caught up in internal competition.

The bankruptcy of the original chanting has a lot to do with too many brands.

But P&G's multi-brand strategy is very successful, because they will selectively abandon some brands.

They acquired local brands in many countries, and then got the other party's factories and sales channels, mature employees, and then replaced the original brands with their own brands.

taxi brand.

In this way, the number of brands they mainly operate has not increased, and they can also take out the brands that have been shelved at some point and revive them.

It can even be sold when the value of the brand has dropped too much, and a sum of money can be recovered.

Anyway, the channel has been obtained, and that brand is just tasteless to them.

The same is true for companies such as L'Oreal. Their multi-brand strategy has been developing very well, but this time, they have hit a hard plate in the East.

Paul looked at the brand directors: "Can any of you tell me the solution?

He wants a solution, not everyone coming to him to complain.

If everything needs his chairman and CEO to figure out a way, what should these brand directors do?

Little Nurse's brand director raised his hand: "I don't think there is any problem on our side, Little Nurse's sales are growing, and profits are growing at the same time.

"But what you are eating is our Lancome market share! If you don't back down,

Lancome's brand director is in a hurry:

, the brand value of Lancome will be

Fell sharply.

"Can the little nurse be compared with Lancome, this is the company's most important brand

"No, I think the company's most important brand is Saint Laurent. This brand is developing rapidly in the East and is positioned as a mid-range brand, which is very suitable for the eastern market.

Existing ones are also affected. "The brand director of Saint Laurent also spoke

Several brand directors quarreled, including slamming the table: "Shut up!

What he wants is a solution, but what are the ways to let other brands out of the market

If the little nurse lets out, Lancome will be able to eat the market?

If the nurses give in, most of them will let the low-end cosmetics of other companies occupy the market, and it will be even more difficult to get them back.

"Can't you come up with some good solutions one by one? If you can't figure it out today, then there is no shortage of talent companies to replace you.

In a large company like them, very few individuals succeed in the company, and it is the company that achieves these directors

Even because of their mature experience, those directors are often just decorations, and it's the same for someone who doesn't understand anything.

The same scene happened in many large cosmetic companies, they are all having headaches, how to solve this trouble.

The multi-brand strategy has always been a stumbling block for them.

Xinyang Cosmetics has only two brands, and the functions and grades are clearly separated, but no one said anything.

Li Xiner leaned against Fu Liang's arms, holding a tablet in her hand, watching the news on the Internet.

"It's great, more and more netizens are spontaneously looking for evidence that the big brand products of those big companies are actually not worth that price at all.

Many are inflated.

"And some people say that if you have money to buy high-priced cosmetics abroad, it's better to donate it to people who are more in need.

- Some extreme netizens always accuse others from the moral high ground. If you refute him, it seems that your moral level is low.

This type of person is also known as the network keyboard warrior.

But this time, it was a bunch of keyboard warriors.

Those foreign brands that have been beaten have been losing ground

Not only cosmetics, but also many imported luxury brands have been affected, but domestic products have begun to rise.

There must be someone behind the scenes, but no matter who Li Xiner is, it will be good for her anyway, and there will be no harm to the country.

, should it be an increase?" Fu Liang asked.

"How are the low-end brands of those big companies selling,

They will not stop using it suddenly, they have disgusted with a certain brand of products, the biggest possibility is

Under normal circumstances, people who are accustomed to using cosmetics,

It could be to change the brand, not to use makeup

Li Xiner said with a smile: "Yes, but our mid-to-high-end brand FX has grown more rapidly. We have used some of your research and development in our mid-to-high-end brand power.

Special ingredients, and other supporting services are also more complete.

"Most of the mid-to-high-end markets ceded by international big brands have been won by us, because there are no other high-end mid-to-high-end brands in China.

Will not suddenly change to a low-end brand.

People who are accustomed to using high-end brands

On the contrary, the emergence of a large number of low-end brands has made many people who did not use cosmetics very much before, and now they are starting to use cosmetics frequently in 3.2.

Although the market has been severely impacted by low-end cosmetics, Xinmei Cosmetics' share in the East has not decreased, because the sales of high-end brands have skyrocketed.

The profit margin of high-end brands is much higher than that of low-end brands, so although Xinmei only guarantees that sales have not decreased, and even total sales have decreased, but

Profits have increased a lot, of course she is happy.

Those big brand companies may not have imagined that their own high-end brands would be overwhelmed by their own low-end brands, right?

Next, as long as this market share is stabilized, Xinmei will succeed, and the profit margins of other big brand cosmetics companies will drop sharply.

If there is no profit, it will affect the R&D and promotion capabilities. How can you fight Xinmei in the future?

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Chapter [-]: Industry leader, isn't it simple?

Several major international cosmetic brands have failed in the eastern market one after another, which has also given Xinmei the opportunity to rapidly expand its market share.

During this time, Xinmei continued to hype the matter on the Internet, while increasing the amount of advertisements and continuing to do promotions.

The product packaging of the mid-to-high-end brand FX has also been upgraded.

At the same time, it also supports Johnson & Johnson's two cosmetic brands to sell in the eastern market, and competes with large companies such as L'Oreal to compete for the market.

, although many people will buy a variety of cosmetics, but in fact most people will only buy for a period of time.

There are so many consumers

Buy new ones after they are used up, not domestic ones.

After all, cosmetics also have a shelf life. Many cosmetics have a shelf life of less than two years, and even some have a shelf life of only one year. Domestic products are likely to be sold.

The product cannot be used during the discussion period.

So when everyone started to sell low-end cosmetics, the market was quickly saturated for a short time.

At this time, it is not cost-effective to smash ads wildly. Maybe you spend [-] million yuan in advertising fees, and you can only increase sales by [-] million.

- Some companies have started to reduce the amount of advertising, after all low-end cosmetics have low profit margins, they don't want to lose money

If you lose money to grab the market, you can win in the future.

But the fact is that if you lose money, the market will not be able to grab it. At most, you can guarantee that the share will not fall.

But if you keep going like this, you will lose more and more, so what are you going to do?

After those big companies gradually reduced their advertising, Xinmei continued to maintain high-density advertising, and Johnson & Johnson also increased the amount of advertising.

People do some offline promotion.

At the beginning of the month, Fu Liang looked at the sales report of Xinmei Cosmetics Company last month and was very satisfied.

Li Xiner went to a cosmetics fair in the United States, while Fu Liang was left to manage the daily operations of the company.

"Last month, Xinmei's overall sales in the eastern market reached [-] billion RM? Yes, yes, the bonuses of all departments are based on the previous month's increase.

times issued.

Xinmei's vice president was stunned for a moment: "Mr. Fu, Xinmei's bonus last month doubled from the previous month.

If this is doubled again, the company's expenditure will increase by a large amount.

Fu Liang raised his head: "

, I don't speak well Wei?

Xinmei's vice president waved his hand: "Mr. Fu, of course your words are helpful, then I will thank you for your generosity on behalf of all the staff.