How to break the consumer loyalty of big brands

Along with the cosmetics franchise store has become the third largest sales channel for domestic cosmetics, large and small cosmetics brands have stepped into the franchise stores, making the competition among the brands in the franchise stores increasingly fierce. The author compares the brand competition situation of the franchise store channel to a “golden tower”: the international first-line brand is at the top of the tower, and the international second- and third-line brands and domestic first-line brands are ranked behind. Many domestic second- and third-line brands occupy most of the towers and new students. Brands and third- and fourth-line brands are temporarily living at the bottom of the tower. In this "pyramid" distribution map, the brands are not reconciled to the current position, and they are aiming for the next highland to climb. However, the “international brand” in the minds of consumers seems to be synonymous with quality excellence. Strong brand strength and years of development history The consumer loyalty established for big brands has become a huge obstacle for small and medium-sized brands in this “climbing competition”.

As we all know, loyalty refers to the degree of consumer preference for the brand. It is determined by the consumer's emotional and long-term purchasing behavior. Having brand loyalty means that the product has a stable consumer base. Have a more stable market. How to break the consumer loyalty of big brands, how to make domestic small and medium-sized brands win the advantage in the same competition with big brands? This is a topic of common concern among domestic small and medium-sized cosmetics brand operators. The author combines years of marketing experience and talks about some points of insight to share with colleagues in the industry.

First, the quality of excellence is a premise. An industry insider once said: "We are not selling products, we are selling hope." Yes, women buy cosmetics, the ultimate goal is not to obtain the product itself, but hope Realize your beautiful dreams and happy mood with the use of products. Among them, excellent product quality is not only the basis for realizing consumers' beautiful dreams and pleasant mood, but also the premise for enterprises to quickly cultivate consumers' brand loyalty. In the 1990s, there were brands such as “Baoyusi”, “Anshangxiu” and “Meisis” in the cosmetics counters of domestic department stores. Although there was no strong advertising, they were still in the spring of the brand wars. With a group of loyal consumers, I believe this is closely related to consumers' recognition of their quality.

At present, Maru, which is widely regarded as one of the “successful brands of domestic cosmetics franchise stores”, was born in an era when international brands occupied a considerable number of seats. Some people say that the success of Maru's success is related to Mr. Sun Huaiqing's unique business philosophy, celebrity endorsement and strong advertising. The author is understandable about this; however, the recent investigation of the franchise market has surprised the author that Maru is in it. The sales terminal has a high reputation for quality. A franchise store owner who has been operating the Maru brand for many years admitted to the author that the outstanding performance of Marumi is inseparable from the quality of its products. This is the root cause of their choice of Marumi and long-term support for Marumi; if not, it is not too hard and conclusive. Quality, even if the ads are played again, the sales of its star product stretch eye cream will not continue to grow.

Second, differentiated personality is the first opportunity With the increasingly fierce competition in the cosmetics market, brand personalization has increasingly become an important means of competition for cosmetics manufacturers. Brand personality is the spiritual temperament that the brand reveals during the construction process. It is the embodiment of the brand's core personalization and differentiation, and is the element of the brand's genes that are more attractive and maintain vitality.

The brand that domestic cosmetics tastes sweet in terms of differentiated brand personality is the Herborist Group of Shanghai Jahwa. It is a cosmetic brand containing Chinese herbal medicine essence and modern biotechnology, and has created a personalized brand of “Chinese herbal medicine personal care expert”. The image is thus distinguished from most products on the market. Although international brands have gradually introduced the “Chinese side” component in their formulations to promote the concept of “Hanfang”, most consumers will naturally think of “Herbal Collection” when it comes to “Chinese herbal medicine personal care products”. Of course, this unique brand image of Herborist not only stays on its conceptual slogan, but also with its real product content and its listing for 10 years, Shanghai Jahwa is closely related to the continuous investment in shaping this brand personality. This move has enabled Herborist to gradually narrow the gap with international brands, and has introduced this high-end cosmetics brand with oriental characteristics into the mainstream European market and become a local star brand in the high-end cosmetics market.

It can be seen that finding and shaping differentiated brand personality is the opportunity for local small and medium-sized brands to survive and develop. How to make it truly powerful, the author suggests three: First, the enterprise must proceed from the market to better meet the needs of consumers, and propose the concept that the current competitive brand has not mentioned or has not been promoted. Second, enterprises must In the product formula ingredients and use efficiency, it really meets the need to declare the brand's personality image, so that the brand personality image has a real connotation; the third is that once a market segment is selected, it must be shouted out loudly by the previous one, and firmly Shouted and shouted.

3. Featured items are the characteristics and personalization of shortcut products. It is an aspect of differentiated marketing. It can make your brand different among many products, and it can attract consumers' attention from a certain order. The advantages of the product rise to the advantages of the entire category, and even the entire brand, and bring about twice the result with half the effort for the improvement of brand image and sales.

Let's review the current popular practices of international brands! In 2007, when we saw the Korean BB cream popular, in 2008, Shiseido and Olay launched a multi-functional lotion that combines several skin care functions. In Japan, a brand launched the “Makeup and Lotion”. The essence of the liquid... It can be predicted from this that the multi-functional specialty items will be more and more popular among consumers and will become the popular development trend of the cosmetics market in the next few years.

In fact, the professional segmentation of product categories and relying on specialized items, rapid establishment of visibility and expansion of sales networks have been increasingly optimistic for domestic small and medium-sized brands, and achieved remarkable results. The typical representative of the former is the United States, such as the face-to-face film, the latter such as the morning and evening water of Polaiya, the French imperial gold water of Shanghai Meichen. According to industry sources, Shanghai Meichen continued to push the Faxiannu gold water, making the annual sales of the single item account for more than 70% of the brand, which led to the sales of other single products of the brand. An agent of the French brand, Shandong, told the author that gold water is a very distinctive product. Its "special" is not only reflected in its product name and packaging, but also in its better use effect. There are more than a dozen cosmetics brand counters in the whole shopping mall, and international big brands abound. However, there is only the brand of Fa Xiannu in gold water, which naturally attracts a lot of business.

Fourth, the terminal image is catalyzed by the author that, even the best brand, even the best products can only be truly sold in the terminal, can be regarded as real sales, can truly realize the profits of the members of the channel in the sales chain; The typical representative cosmetics must be purchased at a low cost and quickly by the consumer. In addition to the personal qualities of the terminal shopping guide, the brand image plays an important role in the attraction and influence of the terminal to the consumer.

At present, most small and medium-sized cosmetics brands in China are increasingly aware of the importance of franchise image building, but the author finds that the vast majority of brands' understanding of the image of franchise stores is still limited to the brand image cabinet, storefront door or light box. On the single propaganda. The author believes that it is not enough to do this alone. It is necessary to understand and do a good job in building a terminal image from the perspective of integrated communication. More recently, a well-known cosmetics company in Shenzhen took the lead in promoting the “three-dimensional terminal image construction project” in the franchise store channel, and spent money to support the franchise store to build an image terminal. The so-called "three-dimensional terminal image" refers to the implementation of a full range of image packaging for franchise stores, such as they require a uniform store and light boxes outside the store, there are "push, pull" stickers on the glass door, there are The image cabinet, the special gantry with advertising player and star products, the X frame of brand or star products, the hanging flag and the lantern with the brand features... It is obvious that the brand is doing this to let consumers Close to the franchise store, to approach its counter, look up, bow down to see the brand's unified image. In recent years, Hangzhou Polaiya Company has actively promoted the terminal image construction of franchised stores, and carried out the evaluation of the Pellesia terminal image construction in the national franchise store market, and has been actively supported by the majority of franchised stores, which greatly enhanced the terminal image of the Polaiya brand and further Increased its terminal competitiveness.

In short, domestic small and medium-sized brands can only improve their own market competitiveness, and constantly cultivate consumers' loyalty to their own brands, which is the core of cracking the loyalty of big brands. However, this is not a one-pronged approach. It is not a day's work. It requires domestic small and medium-sized brands to establish a long-term brand development concept, comprehensively use various methods, and make unremitting efforts.