(1) The overall competitive environment

At present, the cosmetics market has become increasingly saturated, and European and American brands such as biotherm, Clinique, Lancome, Lauder, Maybelline and Olay have successively entered the China market; DHC, Shiseido, Lan Zhi, TFS, VOV, etc. Those who came from behind occupied a large part of the market share; Plus herborist, Dabao, Meijiajing, Zhaogui and other original domestic brands; It's really dazzling and competitive. In order to attract consumers, major businesses have also made great efforts in publicity, which is in a white-hot stage.

(B), consumer analysis

1, consumer market analysis

At present, the main consumer groups in the cosmetics market are young women, aged between 20 and 35. There are more and more requirements for whitening and hydrating the skin, especially the face. Occupations range from students to white-collar workers, but they all have a strong desire to buy.

2. Consumer purchase behavior analysis

It is observed that consumers often need to go through the following four stages when buying cosmetics:

A. Suspense stage: At this stage, consumers have a demand for a certain skin care product, but they haven't taken action to look for this product in the store. Consumers are in suspense at the moment, and their emotional characteristics are anxiety. They are worried about whether the quality, effect and price of this skin care product are reasonable.

B. Positioning stage: At this stage, the consumer has been positioned in the kind of skin care products he needs. In the previous stage, its observation of this skin care product was preliminary and general. At this time, the mood is oriented, that is, inclined to like or dislike, satisfied or dissatisfied. If they have a positive attitude towards a certain skin care product, they will continue to use it for a long time and create a good reputation.

C. Strengthening stage: If in the orientation stage, consumers tend to like and be satisfied, then this emotion will be obviously strengthened, and a strong desire to buy skin care products will be quickly formed. At this stage, some consumers, driven by a strong desire to buy, immediately complete the purchase action, while some consumers are relatively calm, and they will reconsider according to the economic situation at hand before making a decision.

D. Conflict stage: At this stage, consumers will comprehensively evaluate various skin care products, taking into account price, effect, smell, brand and praise. He may be extremely fond of or satisfied with some aspects of a skin care product, but not so satisfied with other aspects, which forms his emotional conflict state. After experiencing conflicts between different emotions, consumers will make a decision to buy or resist.

3. Analysis of psychological characteristics of consumers in the process of purchasing.

Habitual: If you are used to a brand or trust a brand, you will have the desire to keep buying.

Impulse: I am eager to try a new skin care product endorsed by a famous star in the advertisement.

Rational type: I don't believe in the advertising effect or I am discouraged from whitening products for economic reasons.

Doubt: I will be skeptical about the promotion of a skin care product and will not decide whether to buy it for the time being.

Affordable: you can only buy some skin care products that suit your financial ability, or you can only buy them when you see a promotion discount.

Imitation type: when you see someone else using a product, you want to try it yourself.

Emotional: only trust a used product and recommend it to relatives and friends.

(C), SWOT analysis

1, internal environment

Advantages: Appropriate Herbal Medicine is a series of herbal skin care products, which is better than skin care products containing chemicals. It pays attention to natural health. With the cooperation with medical college, there is a strong backup force, and the technology of the products has been guaranteed. Herbal medicine is a domestic brand, taking the evaluation route. In the fierce competition in the cosmetics industry, it has a great price advantage, and it is closer to consumers, so that all ladies, rich or poor, can take good care of their skin.

Disadvantages: the product is relatively simple, because the appropriate herbal medicine was established less than 10 years ago, and it takes a lot of time from research and development to finished products, so the product needs to be expanded relative to the market. The competition is fierce. There are many cosmetic companies that mainly focus on herbs in the market, so the competition is fierce.

2. External environment:

Threat: The pressure of competition is great, and the cosmetics industry is gradually saturated. ? Trademark loyalty? It is one of the important characteristics of consumer behavior, and the difference of products is the basis of this trademark loyalty. After years of operation, enterprises in the industry have formed a relatively fixed customer base. These consumers may like the function and quality of their products, or appreciate the design and after-sales service of their products. When consumers are used to using a certain product, they need to spend a lot of money and material resources to eliminate this loyalty. Product difference is one of the main barriers to entry for cosmetics.

Opportunity: The financial crisis makes consumers pay more attention to the price of products when shopping, so they will not buy luxury cosmetics in high consumption, and consumers will pay more attention to the cost performance of products. Then it is a great competitive advantage for Yi Bencao. Moreover, a herbal medicine has its own retailers from Shanghai to the whole country in less than ten years. Now Yi Bencao plans to promote products all over the world, and its reputation is trustworthy. Nowadays, suitable herbs are also sought after by most young girls.

Second, the marketing objectives

Establish and promote appropriate herbal brand. What is the appropriate name for materia medica? Is it suitable? What time? Is it suitable? Su Dongpo's poems? If you want to compare the West Lake to the West Lake, is it always appropriate to have heavy makeup and light makeup? what's up Is it suitable? . So what? Is it suitable? The word "harmony" is very kind, which can better hit the social heart of consumers in China, and it is both? Shixin? Features, so it can be favored by most consumers.

Materia Medica, the first brand association of consumers, is Li Shizhen's Compendium of Materia Medica, so Materia Medica embodies the cultural significance of traditional Chinese medicine in China, and Chinese medicine pays attention to prevention to a great extent. With what? Herbs? In order to be famous and easy to get close to consumers, thousands of years of profound Chinese medicine culture can win the trust of consumers because of its heavy sense of history.

Third, marketing methods.

Let target customers know, understand, like, believe and buy their own products better than competitors' products. Advertise and publicize on the internet, television and other media, and highlight the characteristics of this product and its difference from other similar products.

1. Add an interactive column on the website, namely online customer service. What is important to persuade them to buy is to know what the skin of different ages looks like, which is just the whole. Skin types are classified as oily, dry and mixed. For online shopping consumers, whether the introduction of products is appropriate depends on the display of products, especially the appearance inside, so that consumers can clearly see the probability of increasing purchases; For example, the online Q&A in Yi Yi Herbal official website Yi Yi Interactive.

2. Online advertising: The audience of online advertising is the youngest, the most energetic, the most educated and the strongest purchasing power. Online advertising can help you directly hit the most likely potential users. Using software technology, customers can also designate a special group of people as the target of advertising, without having to pay for people who have nothing to do with this advertisement. There are the following nine forms:

(1) Banner ads (including banners, buttons, banners, vertical edges, giant, etc. ): Positioning in web pages is mostly used to express advertising content.

(2) Text link advertisement: A text link advertisement takes a row of words as an advertisement. Click on it to enter the corresponding advertising page. This is a form of online advertising that has the least interference to visitors, but is more effective. Sometimes, the simplest form of advertising works best.

(3) E-mail advertising: targeted (unless you spamming at will), low cost and unlimited advertising content.

(4) There are various forms of sponsorship, such as variety show sponsors and large-scale public event gift sponsors.

(5) Pop-up advertisement: Visitors are forced to insert an advertisement page or pop up an advertisement window when they request to log in to a webpage.

(6) Rich media: generally speaking, it refers to online advertisements with complex visual effects and interactive functions written by browser plug-ins or other scripting languages and Java languages.

(7) Other new advertisements: video advertisements, roadshow advertisements, huge continuous broadcast advertisements, page-turning advertisements, congratulations advertisements, etc.

(8)EDM Direct delivery by 8)EDM: Directed delivery of advertisements and promotional content that the other party is interested in or needs, as well as distribution of gifts and questionnaires to target customers through EDMSOFT and EDMSYS, so as to obtain feedback information from target customers in time.

3, resource cooperation and promotion methods

Through website link exchange, advertisement exchange, content cooperation and user resource cooperation, the purpose of mutual promotion between websites with similar goals can be achieved. The most commonly used way of resource cooperation is website link strategy, which uses the website traffic between partners to promote each other.

Each enterprise website can have its own resources, which can be expressed as a certain number of visits, registered user information, valuable content and functions, online advertising space and so on. Use the resources of the website to cooperate with partners, realize resource sharing and expand income. Among these forms of resource cooperation, link exchange is the simplest one, and the survey shows that it is also one of the effective ways to promote new websites.

4. Mail promotion

E-mail promotion is also a very important way of network marketing promotion. Although there are a lot of spam at present, the way of email promotion can not be ignored. We can find groups related to seo or network marketing in qq, msn and other related instant messaging tools, and then collect email addresses and send targeted emails, which is much better than blindly sending emails.

5. Viral marketing strategy

Viral marketing is not to spread viruses, but to spread information like viruses through active communication between users, so as to achieve the purpose of promotion. Viral marketing is essentially to provide users with valuable free services, with certain promotional information. Common tools include free e-books, free software, free FLASH works, free greeting cards, free e-mail, free instant chat tools and other tools and contents that can bring convenience to users in obtaining information, using network services and entertainment. If used properly, this viral marketing method can often achieve very remarkable results at a very low cost.

6. Network community strategy

Under the limited market investment, how can we produce the best marketing effect for the development at this stage? After many consultations and communication, Appropriate Herbal Medicine adopted the online community word-of-mouth marketing strategy. With the help of online community marketing new media, it launched a marketing strategy that caters to the precise group psychology, and realized the low-cost widespread communication effect by taking advantage of the rapid network communication.

7. Other promotion methods

Other promotion methods, such as library promotion, picture promotion, video promotion, etc. , according to the promotion objectives of each stage in the promotion process, choose the appropriate promotion method.

Fourth, risk control.

Judging from the development of domestic cosmetics industry, it is still full of uncertainty. Although the profit margin of the industry is relatively high, at present, most of the high-end markets are occupied by internationally renowned brands, and local cosmetics enterprises can only struggle in the low-end market. To make matters worse, some small domestic cosmetics companies are short-sighted and often sell their products in the form of price wars. In the context of rising operating costs and consumers' higher and higher requirements for brands, this practice is tantamount to quenching thirst by drinking poison. Appropriate herbs should find their own position, which not only avoids direct competition with international brands, but also breaks away from the whirlpool of price war.

Brand recognition is the second soul besides cosmetic skin beautifying effect, and publicity plays a vital role in shaping the recognition, so any brand should pay enough attention to it.