The eastern part of Guangdong Province is located in the eastern part of Guangdong Province. It is adjacent to Xiamen and Zhangzhou, the economically developed areas of Fujian Province. It is the economic frontier of the Pearl River Delta in Shenzhen and the Huizhou. It is bordered by the southwestern gate of Ganzhou in the north and the South China Sea in the south. It is also in Hong Kong and Taiwan. Between the two, it is also a regional geographical advantage. It is also a famous hometown of overseas Chinese in China. There are five regions in Meizhou, Chaozhou, Jieyang, Shantou and Shanwei, 20 counties and cities, and nearly 300 townships. The total population is about 15 million.
The regional economy is still developed, but Meizhou and Shanwei are relatively weak. The pillar industries of the regional economy are: Meizhou Mining, Chaozhou Porcelain, Jieyang Clothing, Light Industry, Shantou Toys, Daily Chemical, Underwear, Shanwei Jewelry, Clothing. And fisheries. The annual GDP of the region is located in the middle of the country, so the personal income is relatively high, and the discretionary currency is more than the rest of the country. The consumption index is high, which is a relatively purchasing power and market potential in the country.
Due to its location in the more developed areas, Guangdong East has the largest daily production base in China. It is also adjacent to the international metropolises, Taiwan, and Macao. It is also a famous hometown of overseas Chinese. It has nearly a million Chinese people living and living in the world. Compatriots, these four unique advantages also get the unprecedented development of the daily chemical market in East Guangdong, where brands are gathered, various types and grades are different.
In order to have a comprehensive preliminary understanding of the eastern Guangdong market, I conducted a one-week market research in several important cities in eastern Guangdong. The main research topics are divided into: the scale of the eastern Guangdong market and the characteristics of the industry environment. Brand structure and product characteristics, product price structure and characteristics, competition channels and competitive means and strategies, customer and consumer brand and product preferences, the industry's promotion methods and strategies generally cover the industry status and Operating market issues.
After a week of in-depth market research, the above issues were carefully examined to see the representative scale, business environment, variety structure, price strategy, promotion methods, and cooperation status of suppliers in large, medium and small urban and rural terminals. As well as its own service status and operating profitability, it also extensively collected and inquired about the relevant market operations of new capital, old-fashioned salespersons, clerk, management personnel and operators, and listened to and consulted their opinions and opinions. The relevant information collected in this survey is summarized as follows:
First, from the perspective of market size and characteristics: the terminal of daily urbanization in urban areas is about 50-150, of which about 1-2 large supermarkets are generally distributed in prefecture-level cities, and their distinctive features. It is: luxurious decoration, complete functions, large scale, large and complete varieties, adopting low-cost strategy to infiltrate, expand, compete, and strongly impact Dazhong supermarkets and traders and distributors. It is also because of its strength and scale of operation, so it is quite fraudulent to supply customers, the conditions of cooperation are very demanding, and the threshold for entry of goods is very high, so only those who are willing to realize long-term benefits and returns are willing to display product brands here. The image and the popularity of the counters, the source of the consumption of this is also mostly urban residents, they do not count far and near, admired. Such as: Meizhou's good Yiduo, Chaozhou's Dafuyuan, Jieyang's Yichu Lotus, Shantou's Wal-Mart, etc., but this type of super giant E usually causes capital turnover due to excessive expansion or poor management. Cash flow is broken, so it is not uncommon to see a short-lived, frequent closure, but also bring great investment risks to partners.
Large supermarkets are distributed in counties and cities, and they are 2 to 4 households. Their characteristics are basically the same as those of super supermarkets. Because of the emergence of super-large e-city in the same urban area and later, they also snatched a large part of their customers, seriously Shocking their operations, but also threatening their survival, restricting their development and growth, but because it still has a full range and location advantages, there are certain stability sources and conditions and entry thresholds are much lower than the super supermarkets, so Still being valued by most wholesalers and general-powered manufacturers, they have rushed to the beach and used the method of arbitrarily displaying varieties to intercept the terminals of rivals. There is a tendency for the mountains to be kings and the finals.
There are about 20 medium-sized supermarkets in counties and cities. The characteristics are: distributed in the vegetable market or in densely populated areas, mainly for daily necessities, food, etc. Because they are in the heart of residential areas and close to residents, the source of tourists is relatively stable. Super supermarkets have weaker impacts, stable business, loose cooperation conditions, and very low barriers to entry. They have become a must for all businesses.
There are 50-100 small-day shops in counties and urban areas. The characteristics of these small shops are distributed in factories, mines, campuses, and residential quarters. They only provide daily emergency daily necessities for residents, and the relative prices of similar varieties must be A little higher than the market.
There are generally 1 to 3 small and medium-sized supermarkets in towns and villages. The characteristics are: the varieties are relatively complete, distributed in the main streets and downtown or vegetable market. Generally, there is no entry threshold. Other small grocery stores 5 - 20.
There are generally 1-3 wholesalers in the county and city, and the special vehicles are scheduled to be dispatched. The characteristics of such wholesalers are: 10 to 50 self-agent products at hand, that is, distribution and terminal. Delivery. There are also 5 - 15 small wholesalers of retail plus small wholesales that survived by traditional retail stores. Their characteristics have accumulated a part of old customers in long-term cooperation, relying on telephone orders, small quantities, general Only conduct business in urban and suburban areas.
Second, from the perspective of the daily brand structure and product characteristics: shampoo is mainly concentrated in the first-line strong brands and second-tier well-known brands and local brands, accounting for about 80%, and their weak and miscellaneous brands account for 20% of the market. Share. The main function of shampoo selling point, appeal mainstream: dandruff, supple, anti-off, anti-fork, light and natural.
The brand structure and market share of toothpaste are similar to those of shampoo, but the functional selling points and mainstream appeals are: whitening, stain removal, flood control, and targeting the special climate of Guangdong Province: cool, fire.
The brand structure of the toothbrush and the brand name each account for half of the country. The main functions and appeals are: softness does not hurt the teeth, and comprehensive scrubbing.
The brand structure of Shower Gel is: 70% for famous brands and 30% for miscellaneous brands. The main functions and appeals are: moisturizing, smooth and sterilizing.
The brand structure of facial cleanser and general-purpose cream can be described as a mixture of dragons and snakes, unclear priorities, and its main functional appeals are: whitening, acne removal, speckle removal, skin rejuvenation, wrinkle prevention and wrinkle prevention.
The brand structure of women's special cream is: the brand name and the brand are equally divided, the main function appeal is the same as above.
The brand structure of make-up is: big brands account for 20%, miscellaneous brands account for 80%, and the main functional appeals are personalized.
The brand structure of perfumes is: big brands account for 20%, and miscellaneous brands account for 80%. The main functional appeals are: fragrant and pleasant, lasting.
The brand structure of detergents is similar to that of shampoo and toothpaste. The main functional appeals are: no harm to the hands, clean, water, and sterilization.
Third, from the product price structure and characteristics: the first-line strong brand and second-line brand (shampoo) is subject to 200ML units, the general retail price is 13-15. The 400 units are generally 25-30, to The 750 units are generally 40-60. The shower unit is relatively lower than the shampoo price. The shampoo and shower gel packaging quality of the brand is better than the first-line strong brand price. The quality and packaging are poor. Below the price of the first-line brand.
The price structure and characteristics of toothpaste: 100 grams of the first-line brand, retail price of 3 - 5 yuan, 150 grams of 5 - 8 yuan, 200 grams of 8 - 14 yuan. Other functional prices are higher. Miscellaneous toothpaste is 2,5-3 yuan in 100g, 3-5 yuan in 150, and 4-8 yuan in 200g. It is much higher than functional ones.
Famous brands of facial cleanser are 100-grams at 10-15 yuan, 150 grams at 15-20,200 grams at 18-25, and the quality of the brand is good, and the packaging is good. There are also many well-known brands. The price of some quality packaging is not much lower, and it is 4 to 10 yuan based on 100 grams. 150 in 6 - 15 yuan.
Face creams are generally 5 to 10 yuan, 50% (low-end brand), and 10 to 30 yuan. The price is quite confusing.
Perfume 30ML is divided into three files: 10 - 25, 30 - 50, 50 - 60 yuan.
Fourth, from the competition channels and competitive means and strategies: In addition to manufacturers direct supply, Shantou mainly include: Jin Shengda, Dongan, Yingsheng, Jinyuan Cosmetics, Yuer 1001 chain and Puning Maofa, of which local Jinsheng The strongest, Meizhou mainly has Jinyuan Department Store, Kanghua Industry and Trade, Aso Department Store, among which Jinyuan Department Store is the strongest.
Chaozhou mainly has infinite beauty, four links, and Jinshengda of Shantou, Dong'an, where the local infinity is the strongest. Jieyang is mainly beneficial to trade, Qingfa Department Store, Puning's Maofa, among which the local Lixin trade is the strongest and covers the Fengshun area of ​​Meizhou.
The means of competition and strategy: mainly adopt big brands to open the way, and then follow up the relatively cheap and good second- and third-line brands to obtain high profits. In the supermarkets with suitable conditions in large and medium-sized enterprises, the franchise operation is adopted to break the monopoly operation of certain types of products, and the terminal is blocked by the competitors. And diligent in maintenance, strengthen follow-up, and serve home. Others basically have no innovations and features.
5. Customers and consumers' preference for brands and seasonal products:
The main requirements of operating customers: the packaging of the product should be exquisite and beautiful, the color should be bright and pleasant, the pattern should be pleasing to the eye, the quality should be good, such as shampoo, shower gel, facial cleanser, face cream, etc. It also requires pleasant fragrance, can be infused with heart and lung, production standard , the site, telephone, certification should be complete, if the bottle is best to gland, rather than flip, because the flip is easy to damage during the customer's test, resulting in the loss of sales. Then there is the price and profit margin. And the timeliness of delivery.
Individual consumers, such as singles, generally prefer to use small packages, such as facial cleanser in 100ML shower exposed in 100ML, household use in 400-10000. If traveling can be 50ML, there is also the ability to meet their personal personalization. Demand for functional products,
Shampoo in the summer in addition to full of dandruff, supple, may also have to meet the cool function, people in the summer to buy shampoo, shower gel, shrinking toner, facial cleanser, Sunscreen lotion demand will be more, winter For face creams, hand creams, cosmetics, there will be more demand, while in summer, there will be only foundation, eye cream, and lipstick will go a little better.
Judging from the above market reaction, the overall supply and demand seems to be saturated, and the competition seems to be hot. However, if we carefully analyze and study, we can still find many opportunities. For example, from the perspective of product supply and demand, there is a wide variety of demand markets. However, most of the homogenization products are still not able to meet the individual needs, so the varieties that can fill the gaps in demand are still useful. From the perspective of channel competition, the opponent’s means are still primitive and lacking in new ideas. It is also very one-sided. If you can plan some strong impacts and influence the promotion activities to promote the market, there is still a large market share that can be seized. Another example is that if you can grasp the seasonal consumption rules, prepare in advance, and launch the products that are suitable for the season in advance can increase the sales revenue.
In short, if the market is to fight, it is necessary to train the soldiers first, and also have a set of practical and effective management methods, in order to command the degree, to respond to the situation, to be able to identify the terrain environment, to adapt the local conditions to the tactics, but also to know Knowing that you must master the laws of war, you must plan ahead, that is, you must be brave and be careful, your troops must be fast, your actions must be decisive, and you will be able to win. Only in this way can you stand out from the crowd and stand out from the crowd!
Author: Xu Guang, engaged in business management and marketing planning enterprise In House more than ten years, involving over from Pharmaceutical industry solstice of business, work from manufacturers to retailers, wholesalers have been, and therefore well aware of the market and marketing for the bitter results of the Especially for marketing newcomers, I would like to share and discuss with you! Email:
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