品牌故事谢馥春

Weare:12,13,14,16ZhengMengjunShenDeliXiaPingTaoQian“XieFuchun”,theoldcosmeticbrandinYangZhou,isthefirstcosmeticcompanyinChina,whosehistorycandatefrom1830inQingDynasty.In1915,itwonthePanamaprizeattheworldfair.In2006,itwasauthorizedbyCommerceDepartmentastheChinaTime-honoredBrand.In2011,itwashonoredasIntangibleCulturalHeritagebyJiangSuprovince.BriefIntroductionofXieFuchunThedevelopmentofthecompanyEstablishedin1830,XieHongye,thefounderof“XieFuchun”,namedhisproductsas“XieFuchun”.In1956,theshopofXieFuchunbecamethejointventureofgovernmentandprivateownership.TheproductincludingIncensePowder,VanishingCream,Clamsoilandsoon.In1966,hernamechangedinto“YangZhouLocalstate-runchemicalplant”.Newproductswasproduced,whichincludingnaphthaleneball(卫生丸），coolingoil.Thetotalindustrialoutputvaluereached1.51millon.In1983,itmainlyproducedtheproductsaboutskinprotection,haircare,andcosmeticproducts.Inthenextfewyears,thetotalvalueof“XieFuchun”waskeepingincreasing.However,in2001,thecompanywasgraduallyshrinking.Andin2003,thecompanyhadtogotobankcruptcy.In2005,the“YangZhouXieFuchuncosmeticco,ltd”wasbuildup.CompetitorAnalysisOurcosmeticmarketisthelargestemergingmarketintheworld.Itattractsmanyabrandathomeandabroad.Internationalbrand:Lancome(兰蔻）、Guerlain(娇兰）、EsteeLauder(雅诗兰黛)、L’Oreal、P&GandsoonDomesticcompetition:Aupres(欧珀莱）、Dabao、Longruchi、Lafeachg、TjoyandsoonForeignbrandstakethekeypositioninhigh-endmarketinChinathatthemarketsharesofforeignorjointventureenterprisereachnearly80%.Theforeigncosmeticbrandsadoptthemarketingapproachofdislocationpricing.P&G,forexample,isthemosttypical.Itownshundredsofbrands,SK-Ⅱ、Olay、Wella、Ciairol、Niveaandsoon.What’smore,abrandhasproductsineachpricetier.Thedomesticcompetitionsarealsofierce.SinowayHerbJustasXieFuchun,itisfamousforitsprofoundculturaldepositits.ItcombinestheChinesemateriamedica(汉方草本）withthemoderntechnology.AnditsproductionscovertheEast、North、Central、SouthChina.AdvantagesThemanufacturingprocessispurenaturalThiscosmeticisbasedonthepsychologicalfeatureoftheoriental.ItcombinetheeffectofbeautywithtraditionalChinesemedicine.Comparedwithothercosmetics,itismorecomfortableandnon-irritating.LonghistoryandrichcultureXiefuchuncosmetic,aclassicofdomesticcosmeticswithalonghistoryofmorethan180yearsisbeingwidelyconcernedbypublicinrecentyears.Itisnotonlytheproductsbutalsothecollection.andallthesefeaturesaresecondtonone.Highquality&reasonablepriceDomesticcosmeticalwaysmakeimpressionoflowpricewithinferiorqualityonpublic.However,thepriceofXiefuchuncosmeticsarelowerthanthoseinternationalbrands,theQualityisasgoodasthem.LowPopularityAlthoughXiefucunisabrandwithabout200years,it'spopularityisverylow.Itdidn'tadvertiseonTV,newspaperorInternet.Theonlywayitdependedonwaspeoplewhoknewthisbrandandadmiredit.LaginTechnologyXiefuchun,asahistoricalbrand,doesnothaveadvancedtechnology.Inearly20thcentury,itbroughtinadvancedFrenchtechnology.Butwiththedevelopmentofinternationaltrade,foreignproductspoorintoChina.Xiefuchunhasnoadvantagesintechnology.NarrowMarketingChannelXiefuchuncouldonlyfoundinstoresincitieslikeYangzhou,shanghai,whosemajorcommoditiesaredomesticproducts.YoucanalsobuyXiefuchun'sproductsinsomeancienttownslikeZhouzhuang.Butit'shardtofindthemincitieslikeHuzhou,whichmeansit'snotconvenientasthosecanbeboughtinanysupermarkets.HowtoSolveTheseProblemsStrengthenadvertisingefforts.1.IncreasethepopularitybyusingmedialikeTV,internet,magazinesandnewspapers.2.InvitefamouspersonwhosuitXiefuchun'scorporateimageasspokenman.HowtoSolveTheseProblemsImprovetechnology1.Increasetheinvestmentonproductdevelopmentwhichcouldreducecostandincreaseefficiency.2.Bringinadvancedtechnology.HowtoSolveTheseProblemsExtendmarketingchannel.Provideproductsinthesupermarkets.SinceXiefuchun'sproductsarecheapandbuytheminthesupermarketismoreconvenientforthosewhocan'tbuythingsonline.