The 80s was a turning point in the cosmetics industry, and the consumption concept and product types of the cosmetics industry in this era were relatively stereotyped. Many popular products in later generations have actually come out in the 80s.

For example, the famous Japanese cosmetics skii, which is the originator of various expensive fairy waters, began to come out in the 80s. However, this kind of fairy water really became popular after the 21st century.

In 2003, SKII blew the burgundy whirlwind to Europe, and sold well in the UK and other places, which greatly warmed the hearts of British girls, and in 2004, SKII was remodeled and re-upgraded a wave of advertising, which blossomed everywhere in the American continent.

SKII's success was undeniable, and after an overwhelming advertising campaign, the first 11 authorized counters officially opened in Sakes Fifth Avenue, the most exclusive luxury store in the United States, and entered the top 5 of the high-end skincare sales rankings within just five weeks of opening.

By the 21st century, SKII has more than $500 million in global sales every year, and has an absolute supremacy. As a world-renowned high-end skin care brand, it has won the Gold and Platinum Awards in the field of skin care selected by Reader's Digest for many times, and the title of "the most respected brand by Yahoo users". In the customer use survey, almost all Asian women think that it is very suitable for the skin characteristics of Asian women, and they have attracted a large number of die-hard fans.

This is only the sales of a single product, and more importantly, imitation products like SKII have been successful in later generations.

In other words, SKII is not a single product, but the development direction of popular cosmetics products in the future. Of course, there are many types of cosmetics in the future, and it is not just a certain aspect of popularity that can establish a market position. However, if you want to make a big cosmetics brand, it is absolutely impossible to have no popular products.

Originally, Lin Qi was not very interested in cosmetics, but he also made relevant investigations.

The discovery of this fairy water in SKII was also an accident.

In 1975, during a visit to a sake brewery in Hokkaido, Japan, a team of scientists was amazed to notice that an elderly brewer had a pair of hands as delicate as a baby.

Pitera was the basic ingredient of SKII's first skincare product, SKII Skincare Serum, which created a whole new category when SKII launched its first skincare serum on December 21, 1980.

As for what this thing is, I wouldn't be stupid enough to tell the world what my recipe is.

However, many companies in later generations have been inspired to extract something similar in function from various fermented kitchen ingredients or alcoholic products such as beer, white wine, red wine, vinegar, soy sauce, etc. Therefore, the formula of this fairy water is not the only one.

As long as you know the direction and invest enough funds, you can tackle key problems and find effective ingredients that can make people's skin crystal clear.

"My wife, what do you suggest? After all, Pechoin is ready to be sold to women, and I don't know how to market it. ”

Lin Qi has seen the frenzy of cosmetics sweeping the country in the 21st century, and the post-00s students have begun to openly wear makeup in and out of the classroom, but he has no clue about this part.

In the final analysis, advertising must cater to people's hearts, such as Wang Lie's promotion of the pain points of the office market in the United States, so advertising can work wonders.

And how to reduce the market share to a negligible Pechoin, regain the flagship of the national cosmetics brand, and even compete with the top overseas cosmetics giants, Lin Qi has no clue.

Since the Opium War, Western cosmetics have gradually entered China, and under the continuous impact of foreign goods, domestic Tufangzi cosmetics have been defeated. Many traditional cosmetics with a history of hundreds or even thousands of years are inferior to the advanced products developed by modern chemical formulas.

And 1927 to 1937 this time period, is the golden decade of the development of the cosmetics industry in Shanghai, dozens of new cosmetics factories in Shanghai, learning the formula and experience of overseas cosmetics, gradually, cosmetics gradually become a relatively strong domestic product and can even vigorously export overseas explosive products, Pechoin and its founder Gu Zhimin was the man of the year at that time.

This can be seen from the packaging of Pechoin, until 2015, its packaging still follows the previous style, and later follows the wave of social development, on the basis of following the previous style, bringing forth the new, which is more in line with the aesthetics of the Chinese people.

In the 1930s, the packaging of Pechoin Powder looks very simple now, but it reflects the background of industrial salvation, with a light yellow background, plus a golden border, with four common birds as the main body of design, showing the era when the cosmetics market was dominated by imported products.

It wasn't until the successful restructuring that the brand became popular again. Later, Pechoin became popular all over the country, and it was also a coincidence, when visiting the Tanzania Women and Development Foundation, the brand products were given as a "national gift", which triggered a "national gift effect", as a national gift was brought to Africa, this 80-year-old Shanghai brand became popular again overnight.

However, Pechoin can't replicate this national gift effect now, right?

In the era of commercialization in later generations, national leaders will also consciously promote their own national brands to the international market, and many domestic brands have quickly gained market recognition because the leaders have given them to overseas countries as a national gift.

However, the country's diplomacy has not yet reached that level, and it is still too advanced to let the leader be a salesman for a domestic brand.

"Women like diamonds because they are shiny and expensive, and cosmetics are the same, first of all, it should feel high, and secondly, the price should be adjusted accordingly, preferably for different ages, and different collections should be launched. ”

"Another point, if you want to do it, you must do a full set, a brand can buy all kinds of products it needs, such as makeup primer, body lotion, foundation, concealer, highlighter, etc., one can not be less, of course, these can be launched in the later stage, in the early stage, whether it is to follow the old formula of the previous year, or to use the new formula, it does not matter much, but it needs to constantly change the packaging and concept and publicity. ”

"This is feelings?" Lin Qi said tentatively.

"Yes, this is feelings, don't let us know what it is, then we are not interested, there is an effect, mysterious, is a woman's choice. Meng Xin said.

Lin Qi worked hard to stuff a large pot of mashed potatoes into his stomach, and finally had some understanding, he was already familiar with the control of the market, and the rest was what he called momentum.

"By the way, I think you can put out the Sanshenghua series, and that's enough. Meng Xin said as she cleaned up the dishes and chopsticks.

Lin Qi nodded, he still knew a little about this series. Later, after Pechoin became a national gift, it gradually began to be high-end, and many low-end products were cut. It has launched a relatively high-end, but more cost-effective domestic brand than those high-end products in the world. Sanshenghua is a sub-brand of Pechoin, which focuses on the middle and high-end.

……

ps: Advertise the new book Wanjie Jiayuan system