The home changes articles for use: Media puts in transparent, market fixed position is clear, card of home made product works as a guerrilla opportunely battle.

Sale of market of our country cosmetic is average with annual the rate of 20% above rises, increase the average growth rate of economy of countryman of speed far outclass. Sale of market of our country cosmetic resides an Asia the 2nd, the world the 8th, predict 2010, year of sale of cosmetic market can amount to 80 billion yuan, year increase by degrees 12.9% the left and right sides.

Market of cosmetic of our country city has 3000 many brands, foreign capital joint ventures takes dominant place, its market share is close 80% , 5 ten million of 3 ～ yuan the small and medium sized business of less than, those who hold cosmetic company sum total 90% the left and right sides. The consumptive administrative levels of cosmetic market and consumable card can divide roughly for 3 groups: Consumer of one of high-grade entrance brand, 1% what occupy urban population about. What income waits in is medium old age is the 2nd consumption group, 2.5% what occupy urban population about. Group of the 3rd consumption is given priority to with rural market, occupy rural population about 50% the left and right sides.


" contemporary advertisement " magazine company thinks, the market is in the our country cosmetic that high speed grows to go up somehow of achievement is TV medium. Bao Jie carries off two years continuously ” of CCTV“ mark king, adumbrative very strong to TV medium dependence cosmetic advertisement grew to buy space of a few imaginations again to TV advertising. Although cosmetic market still will rise with world first speed, but cosmetic also is one of the as most intimate as media concern industries, did not leave ad firm room of how many deal with. In the “ of card of home made product that foreign capital grows neatly in joint-stock brand a narrow space between two adjacent things ” of ” of Suo Fu spy, “ Na Aisi finds the soft costal region of foreign brand, do big vivosphere. Shanghai home changes a list of names posted up of regain CCTV invite public bidding, also mirrorred homebred home to change things to be in the competition with foreign brand, looked for self-confidence.

City of Guangzhou of interview object —— some is homebred day changes an enterprise to think he is brand of 2 class market, one class, brand concept is vaguer, but the drawing of the brand is spent very big, the hope is fostered first, accumulate certain consumptive crowd, 2, after 30 years, the brand grows rise, brand of reentry travel high end is run. Throw scale to advertising falling with the line on the line, at present scale is 7 ∶ 3, centrally TV station puts in advertisement. The plan tried advertisement of space of floor of business affairs building 2006, push colour makeup, walk along similar beautiful Bao Lian female of white-collar of fixed position city. They still do different activity in the light of crowd of different fractionize product. Be aimed at for example housewife, the mobile; that can get the topic such as such as health, food is aimed at student group, can do a few campus to popularize an activity.
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