Similar to cosmetics, the most important thing in order to gain market share is to find the right market positioning. Target specific consumer groups to be successful.

For a domestic makeup brand like Pechoin, the positioning cannot be too low or too high.

With relatively high positioning, such as luxury goods such as Chanel, Dior, Armani, etc., with the current consumption concept of Chinese people, they will not recognize domestic brands to set high prices.

As for the market pricing, if the market price is too low, then it will be difficult to open the gap with the current price war and struggling domestic daily chemical brands. In the 80~90s, many domestic daily chemical brands were blindly fighting price wars, and even selling products at a loss. In the end, many brands that used to have a large market share gradually disappeared from the market because there were no profits to support sustainable competition.

As an old brand, Pechoin was founded to resist imported products and let Chinese people use cheap and good products, and Lin Qi did not want to go against this original intention.

As for the selling price, he intends to take Meng Xin's suggestion and take a slightly higher profile. Some high-end products are launched, but the cost performance is cheaper than imported high-end products. This is to cater to the domestic high-end consumer group market, which has limited spending power. For example, imported high-end cosmetics cost one or two thousand yuan for a box, and there are not many users in China who can afford to consume such high-end products.

Then the domestic Pechoin, the launch of products with similar effects, but the price is only one-tenth or one-fifth of similar foreign products, I am afraid it will be very popular. But in fact, the production cost of imported cosmetics priced at one or two thousand yuan is actually only one percent of the retail price! The vast majority of the pricing is the cost of taxes, advertising, channels, packaging, research and development, production, and other expenses, which are not the main expenses in the cost structure of mid-to-high-end cosmetics.

But many consumers are greedy for high-end products, but they don't want to pay the price of high-end products. So...... It gives domestic high-end products a chance!

In terms of the price war in the high-end of cosmetics, even if it is sold at a discount, it is also profitable!

For example, the difference between a 10-yuan lipstick and a 100-yuan or 1,000-yuan lipstick is not very large. However, the reason why 100 yuan lipstick can sell well is mainly to promote to customers, and its effect is no less than 1000 yuan lipstick.

Just two days later, Hathaway and Kevin came to the door again.

This time, Hathaway's face was very unsightly, and Kevin had two dark circles under his eyes, obviously not resting well.

"Boss, the battle has been fruitful, we have completed all four series, and the rest is up to you. Kevin was very excited, and he still held a set of individual packaging in his hand, handed it to Lin Qi and said, "Boss, you can also say try it, you see that your skin is rough, after using it, it will become fine skin and tender meat." ”

Lin Qi took it and was silent, a little depressed in his heart, compared to Kevin, he was indeed rough enough, he didn't pay much attention to cosmetics, but he could go home and let Meng Xin try it.

"Boss, according to the habits of the Chinese, the Sanshenghua system has been released, including in terms of efficacy, and it has also been adjusted. ”

Hathaway put the product description in front of Lin Qi, and as mentioned before, a total of four series were launched: Pechoin Sanshenghua Soothing and Refining Series, Pechoin Sanshenghua Youth Bullet Series, Pechoin Sanshenghua Body Care Series, and Pechoin Sanshenghua Mask Series.

"Come, get out of the way, I'll talk to the boss briefly. ”

Kevin's dark circles are very heavy, but when it comes to products, he is still very motivated, he pushed Hathaway away and went to Lin Qi's side.

"This product, mainly including water emulsion, cream, mask, care essential oil, and cleanser, soothing and fine skin series, is very suitable for people with sensitive skin, this is our ancestral formula, mainly from gardenia, calendula and chamomile and other plants to extract nutrients, not only to meet the sensitive skin needs to soothe and moisturize, but also to relieve skin tightness, redness, itching and sensitive problems. This model is mainly for middle-income people aged 20-35, I probably looked at the sales model in Europe and the United States, after clearly defining the young layer, customers are more inclined to use the product, in fact, there is not much difference. ”

Lin Qi nodded, although he didn't know much about this, but he had seen some of the perfume series launched by major luxury brands later, and they were also divided into age groups.

"The Youth Bullet series is created for mature women, and it is selected for orchids, evening primroses, Skin-tightening herbs such as jade bamboo can bring vitality and nutrients to the skin, form a protective film outside the skin, resist the damage of the external environment to the skin, this piece can be used from teenage girls to forty or fifty-year-old aunts, and the plant essence is very good, this is my unique formula, unlike those companies in Japan, I dare not disclose the ingredients, I dare, and I am not afraid of them stealing, boss, this one I recommend you use, can replenish moisture for the skin, improve dry lines and dull complexion, increase the firmness and elasticity of the skin, make the skin firm and delicate, just like me。 ”

Kevin flicked his skin very proudly, and Lin Qi felt a slight chill in his heart.

"As for the body care series, the main focus is hand cream and care essential oil, in addition to providing nourishment and protection for the body skin, but also has a moisturizing effect, in dry weather can reduce the loss of skin moisture, so that the skin remains soft and delicate, in Hong Kong this weather, at this time it is simply easy to use, Liu Daqing can't wait to use. Here, there are also fragrant natural herbal extracts that will make your skin dark and fragrant. ”

"The mask collection is made up of extracts from camellia, snow lotus and calendula, and we offer three different masks with different effects depending on the skin concern. Camellia Mask addresses dry, rough skin by hydrating and radiant, Snow Lotus Mask improves dullness and dryness for a more refined and smooth complexion, while Calendula Mask softens old skin cells and improves rough skin conditions for supple and firm skin. ”

After listening to this, Lin Qi also felt a little moved, just ask which woman in the world doesn't love beauty, but in fact, men are the same, it's just that some people like to do this, and some people don't do it for various reasons.

The most intuitive, among domestic men, they think that doing this is a kind of motherhood, just like Kevin.

Especially in the minds of northern men, such thoughts are even more obvious.

Lin Qika saw the other side, with the development of the times, everything is changing, this phenomenon, in the 21st century, most of them will be called straight male cancer, when a "33 Days of Broken Love" was released, how many people were subverted by Wang Xiaobei's image, but the majority of female compatriots are very agreeable, men also need to be exquisite.

"How's your advertising plan designed?" Lin Qi turned to Hathaway, this point is important, as for the product, only the effect is the best say.

However, Lin Qi has confidence in Kevin, although this product is a little bit mother-in-law, it has real kung fu in his hands, and these products are only used after animal testing.

The previous introduction is also decent, for the Chinese, Pechoin has long had some fame, and he is just picking it up again. As for the plant ingredients in it, it is actually just propaganda, and the Chinese people believe in pure natural, no additives, no chemical ingredients and other propaganda.

In fact, the world's high-end cosmetics have long abandoned the backward formulas of pure natural and plant essences. Chemistry and biotechnology are the royal direction of cosmetics, and this direction has occasionally been deviated, but in fact, there has been no major change.

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