Traditional Culture Encyclopedia - Photography major - What is the reason for the success of Dabao Cosmetics?

What is the reason for the success of Dabao Cosmetics?

Dabao is a skin care product produced by Beijing Sanlu Factory. Under the fierce competition in the domestic cosmetics market, Dabao has not been crushed, but has gradually developed into a domestic brand. In the growing domestic cosmetics market, Dabao chose the ordinary working class as the sales target. Since it is for the working class, the products sold must conform to their consumption habits. Generally speaking, the income of the working class is not high, they rarely choose cosmetics with higher prices, but also pay more attention to product quality and like to use a certain brand of products regularly. Therefore, while paying attention to quality, Dabao insists on pricing at a price acceptable to ordinary wage earners. Its main product is "Dabao sod Honey", and its retail price does not exceed 10 yuan, and the day cream and night cream do not exceed 20 yuan. Compared with similar cosmetics on the market, it has great advantages in price and good quality. Coupled with people's trust in domestic brands, Dabao quickly won customers. Many customers not only use it for themselves, but also drive other family members to use Dabao products. Dabao also learned that most consumers who use Dabao skin care products are over 35 years old. This kind of consumer group is mature and rarely changes after accepting a product. This group is credible when recommending to others, and the word-of-mouth of cosmetics plays an important role in sales. Dabao won the market by the mass line.

In terms of sales channels, Dabao believes that if we continue to rely on the ordering meeting of the commercial sector and the wholesale stations of department stores in various provinces and cities, the channels will inevitably become narrower and narrower. Therefore, Sanlu Factory took the initiative to open up new sales outlets and set up counters in influential department stores in large and medium-sized cities across the country to directly sell its own products. Up to now, Dabao has 102 product sales counters in China, and has trained many information workers, shopping guides and computer testers to engage in sales work in front of the counters. The establishment of counters not only expanded sales, but also promoted Dabao. In addition, retailers in many provinces and cities go directly to factories to pick up goods and then wholesale them to the county level. The synchronization of retail and wholesale makes Dabao's sales coverage more extensive, and Dabao's products can also be seen in many remote areas.

In advertising, Dabao emphasizes that the choice of advertising media must be economical and just right. So I chose two CCTV programs to broadcast, on the grounds that the advertising prices of the two programs are much cheaper than the first one, and they can also be broadcast in sets. Dabao sponsors Dabao International Cinema and Dabao Theater. In this way, we can see 7.8 advertisements of Dabao on TV every day. Such high-density, bomb-like advertisements have brought Dabao a high reputation.

The success of advertising also lies in the coincidence of advertising positioning and target market. Dabao used to choose sports stars and movie stars to advertise, and the effect was not very good. Later, Dabao changed the image of beauty stars in cosmetics advertisements and chose real ordinary working-class people such as drama actors, teachers, workers and photographers. In the scene of daily life, Dabao tells people about the troubles encountered in life and work, as well as the feelings after using Dabao skin care products. The appeal of advertising is a problem that the working class wants to solve, so advertising words such as "Dabao is good", "If you want to have good skin, use Dabao sooner or later" and "See you tomorrow, see you every day" are deeply rooted in the hearts of ordinary people. Market positioning. 1. Advertising words are like tongue twisters. Advertising for many years. Everyone will be familiar with it.

I think the reason for success is that the product has this effect. Make sure the skin is not irritating. Comfortable and fragrant after use.

3. Are you engaged in marketing activities? I suggest opening a Dabao forum. Make an award-winning survey for consumers. I believe I can.