It is a well-known fact to drink water and dig deep wells. But one problem that is now placed in domestic children's care companies is that more and more people drink water, less water, and more water. The harder to find, the most convincing example: in 2010, L'Oreal Paris, which has always focused on adult hair care products, in addition to the hair care products for adults in the newly launched plant care series. It also creates a care product suitable for children over 3 years old, which subdivides the needs of children's care. This product is also the only care product designed for children in professional hair care brands.
The wolf is coming. Even L'Oreal has entered the field of children's products. It is difficult to ensure that it will not become another Johnson. Now Johnson & Johnson firmly holds the high-end market for Chinese children's toiletries, accounting for more than 70% of the market share. Beijing, In Shanghai, Guangzhou, Shenzhen, Chongqing and other capital cities, the best sellers are Johnson & Johnson. The local children's care companies can only look down on the market in the second, third and fourth lines and eat the bones of others. If Shiseido, Procter & Gamble and other giants develop children's skin care products, the second and third-line markets will be swallowed up. At that time, local children's care companies can only be forced to "go to the countryside."
The price is high, aiming at the high-end market
The reporter saw on the shopping website that L'Oréal's this series of children's shampoo shampoos, the main effect of the product is cleaning care, the reference price of the product of 150ml specification is 80 yuan; and 270ml of children's face children's strawberry shampoo, The price is only 9.9 yuan, the price difference is nearly 8 times; 250ml frog prince honey nutrition children shampoo, the price is only about 12 yuan, than the price of 80 yuan, really is far behind. From here we can see that L'Oreal is targeting the high-end market, which is a part of the metropolis with high income and high positions. They demand high quality of life, high fashion and strong spending power, so they put their own This high-income, high-consumption feature is ported to the next generation. Such a high price has also made a group of local children's washing enterprises stunned, as if reappearing in 2005, Yunnan Baiyao launched a price of more than 20 yuan, known as the "Rolex" price toothpaste.
In fact, L'Oreal has also launched a children's two-in-one shampoo before, this Paris L'Oreal two-in-one is a shampoo for swimming. This product thoroughly cleans the body's residual chlorine, salt water and various dirt and dirt after swimming outdoors in the pool and beach. The size of this product is 265ml / 58 yuan. L'Oréal's launch of the Children's Gentle Shampoo and Hair Care product is the only care product that is tailor-made for children in professional hair care products. Some consumers may have questions: products for children to shampoo, Need to use so professional, so expensive? In this regard, some shopping site editors believe that this new product is aimed at children over 3 years old, children over the age of 3 years old, have been more independent, will go to the bathroom themselves, themselves Brush your teeth and wash your face. Therefore, giving your child a separate set of shampoo and hair care products that are exclusive to them will allow the child to learn to care for their body and skin earlier, and if the child and the adult use the same care products, it is possible It will hurt your child's hair and scalp. This is also the inevitable trend of further market segmentation of daily chemical products.
Inadvertently or intentionally what L'Oreal intended?
Why does L'Oreal want to launch this high-priced product? Is the water testing children's care market? Or is the vanguard of the million-strong army going to the ground before the siege? As early as a year ago, M. Evan Parker, LLC director of the Los Angeles, USA, said: "There are quite a lot of product competition in the adult care market. In order to grow the brand, they need to broaden the market in other fields. Children's care products have become a suitable part for them. Baodi." It is a sudden awakening of the dreamer. I am afraid that L'Oréal will launch a new product this time, which will be a prelude to the large-scale attack on children's care in foreign-invested Japanese companies.
The wind started at the end of Qingping. This is an old Chinese saying. The application is equally suitable for this incident. L'Oreal Paris's entry into children's toiletries will also mean that there will be more professional brands of skin care products in the future that will be involved in infant care products. Maybe one day, we will hear Olay launching children's skin care products, DIOR launching children's perfume, Shiseido launching children's mask, we will never feel surprised, the reason is very simple, the market has demand, according to economic experts' prediction: China as a whole In about 10 years, you can reach the income level of the middle-developed countries. This means not only the overall prosperity of the people, but also about 10 to 30 million high-income consumers with annual incomes of more than one million yuan. The demand for quality of life is high, so the products for the next generation are naturally high. L'Oreal's new children's products naturally have a solid buying group.
Exploring the connotation of the mountain is king
On the other hand, local children's care manufacturers still stay in the Warring States era of price, advertising, and channel. The short-sighted, everyone's paintings are firmly in the market. The market is limited to the market gap of foreign brands, and the product formula, quality and effect have not been fully explored. The connotation has not been fully expanded, and it has not considered the fashion and trend of products, creating a trend that leads the trend. This is a major drawback. According to the person in charge of the production of “Xinbao Baby†and “Yonglibaoâ€, Shenzhen Ausna Company, since 2007, various new brands of infant care have emerged, dazzling, as manufacturers, flowers bloom together Competition is a good thing, and dealers have more opportunities to choose. However, because the demand for infant and toddler industry has increased, it has also brought a lot of mixed conditions. The industry is also full of impetuousness. However, the idea of ​​profit, quick success and instant benefit, and no long-term strategic planning affect the healthy development of the industry.
The new children's products launched by L'Oréal have undoubtedly sounded the alarm for local Japanese companies. The foreign brands are best at the “Rouge Strategyâ€, which eats the “fat†that is the best and most replenished, leaving residue. To fill the stomach for the followers, but the rest of the family will never eat enough. If you want to eat first, you have to find your own prey. It seems that in the future, children’s care companies must learn from others. Be the king" - find the blank market and become the first place in the blank market.
Original article, reprint must be marked from: China Washing Cosmetics Network
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