Cosmetics companies will go to attract customers to experience the joy on what basis the expectations of the mind? Why to find differences and ultimately create value for businesses and customers? As the world's leading cosmetics brand Shiseido and traditional concepts of advanced technology combined with a subtle interpretation of Western culture, Eastern culture, customer experience management strategy as a long-term implementation, interpretation of a targeted business sales model. Shiseido experience marketing through continuous practice, as a different product, goods, services, organic links can affect each other in the new carrier will come into being.
1. Sense way. A survey shows that in people receiving external information, through the eyes of more than 83%, 11% with the help of hearing, touch depend 3.5%, while the rest comes from taste and smell. Have a good visual symbol of a brand, its success has been completed in half. Shiseido the image in the ad, you can always feel in the face of Western avant-garde, the dormant soul of a mysterious ghost of the East, Shiseido self packaging carefully crafted and huge investment, often to the corporate image of the researchers admiration. The basis of such Shiseido skin care series, which invited the London and New York SOHO district 50 women, the most common trend of the times being selected 10 terms, then please color therapist to identify with the above terms of color, and then coordinate with the relevant aroma and herbal, a system of both dynamic, clean, calm, charm and nourish the five senses of the skin care products. In other words, the women feel for the spindle,UGG shoes, the spirit of abstract words as a packaging technique, combined with maintenance of the interests of science and technology demands on the more subjective and objective color, smell and feeling. 2. Technical assurance. Shiseido is the world's most powerful cosmetics research and one of, respectively, in France, Japan and the United States established three major research centers, research centers on local consumers in the skin, make-up habits, beauty consciousness research, and according to the region development of the situation as soon as possible with existing technology with global standards of product. Yokohama, Japan, in which life science research labs have gone beyond the scope of the skin, from molecular biology, cell biology, biochemistry, pharmacology and immunology point of view, the whole body system including the brain and nervous system, the basis of depth scientific research to ensure that the Shiseido cosmetics in the future competitiveness of the market. 3. Relationship maintenance. Shiseido paid great attention to the relationship between brands and consumers to maintain, if a product to break into new markets, new markets such products in the consumer group in the stability of a fixed over a certain share, will be printed on the product trademark Shiseido ; Shiseido never participate in any mall alone at discount, points and other activities, promotional activities must be arranged by the headquarters of the Executive; in product pricing, strict standard retail price system. 4. Promotion of culture. 1937, established the Shiseido Shiseido identify the name of This practice not only with customers to establish a strong relationship, but also the formation and gradual expansion of the stability of a considerable number of the consumer team. Shiseido also issued through their own network of a chain called Camellia Club now has 900 million members, and In addition, the Shiseido cosmetics market investigation and research, found that the average consumer not only provide high-quality cosmetic products, but also need to provide a high level of beauty advice. Shiseido stressed that the sales of its stores must have a strong advisory capacity, can become a beauty shop cosmetics consulting room, to provide customers with a variety of consulting services. 5. Pharmacy channels. All along, Shiseido's sales channels focused on high-end department store counters in large cities, accounting for 90% of sales. Meanwhile, in order to maintain its high-end brand image, and rarely participate in various promotional activities in shopping malls. However, this channel of distribution, is critical for the mass market of consumers want more experience in terms of other brands Shiseido is clearly unfavorable. So Shiseido products according to their own characteristics and analysis of market conditions, drug and cosmetic marketing channels, is that it seeks to change a new channel. Although China's drug stores and department store channels, and franchise stores now also can not be compared, but the growth in space is very large. Therefore, the Shiseido brand new cosmeceutical DQ also listed in March 2010, the first year, in Shanghai, Beijing, Guangzhou and other major cities along the coast and the mainland about 600 pharmacies to sell, and gradually expand sales area and counter coverage. The importance of marketing experience goes without saying that Chinese cosmetics companies now face the most difficult question is how effective implementation of experiential marketing. Shiseido experience marketing on the analysis,UGGs, we can learn from the experience by little. 1. Sales strategy. Shiseido 80% of sales are through its own sales channels to try to figure out done. It is offered through its own sales companies, wholesale sales of 73 regions across the country, and then wholesale to about 13,000 retailers. These retailers are all independently run,UGG BOOTS, known as Shiseido chain. Even with a long history and traditional department stores, also has a dedicated sales Shiseido counters or vending products. Shiseido these retailers from the shop design, display, advertising and decoration to a variety of promotions, etc., are given guidance and assistance. Example, in the store before opening, Shiseido will organize a two-day meeting of business owners that will, in the new store clerk before opening a 7-day OTC education seminars, held quarterly meetings RMS store, the store manager called the exchange feelings and experiences, elaborate on the marketing knowledge 1 to 2 days; for the ability of different regions of the deviation of sales each month to send the U.S. lead to 1 to 3 days of the paste container education. Control of distribution channels in this system, to avoid the competitive industry, prices are usually prone to the phenomenon of random, positive efforts to boost retail sales. Because it is the sale of manufacturers supply directly to retailers, manufacturers and retailers are organized into a chain organization, so the price Shiseido products are sold at random phenomenon is rare. Extensive sales area. Shiseido's products throughout China, also based in large cities, it increasingly focused on in-depth sales of medium and small cities. The market by focusing on distribution and advertising effects, making the most of its products into the lives of ordinary consumers, now more sales growth came from fragmented market because these markets are increasing the purchasing power of consumers. 2. Products meristem. Different from other cosmetics company, Shiseido brand management of its own general to value promotion strategy. This also occurs between the internal brand competition. This strategy has been adopted as the main reason for the increase of the brand, the original brand does not shade cover all brands, both corporate image not only can add value to existing brands, and may even offset some of the brand personality important aspect, and the same may also reduce the existing brand has long been the formation of corporate image. For example, Shiseido has long been formed in China, the elegant, noble, classic brand image is not necessarily suitable for use in low-cost or time to tide over highly cosmetic brand. Shiseido Zhuo this scene in Shanghai CITIC production ZA, UNO and other brands did not like the signature as Oupo Shiseido, but independent business, independent development. Admittedly, Shiseido by adjusting their product quality and flexible marketing strategy that business access, and build a It is the way to consumers under the guidance of the creative experience and his own replacement into the
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