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美即面膜重新定位 势在重夺市场
作者:admin 发布于:2018-12-10 17:18

怎样判断一张面膜有用?
 
How to judge the usefulness of a mask?
 
 
 
“敷过后光泽度提升60%,颜色提升30%。”林欣荣这样回答,他是美即面膜研发中心的研究博士,为美即面膜制定从效果到体验的全线流程。
 
"After application, the gloss and color are increased by 60% and 30%. Lin Xinrong responded that he was a research Ph.D. from the beauty mask research and development center, and worked out the whole process from the effect to the experience for the beauty mask.
 
 
 
 
 
按此标准研发出的“鲜注膜力”面膜,成为了美即重振品牌的再出发点。
 
According to this standard, the "fresh film force" mask has become a new starting point for us to revitalize the brand.
 
 
 
十五年前,靠销售单片式面膜,美即大获成功,奠定中国面膜市场第一的位置,并成为少有依靠单一护肤品类上市的企业,2012年财报数据显示,美即面膜销售额达到13.53亿港元。
 
Fifteen years ago, relying on the sale of a single mask, the United States was a great success, laying the first place in the Chinese mask Market and becoming a company that relied heavily on a single skin care category. In 2012, the sales data showed that the sales of the masks reached HK $1 billion 353 million.
 
 
 
但就在2012年财报里预言“面膜将再次洗牌,对美即是巨大机会”后,品牌的表现坐上过山车:半年净利润下降75%,2015年被欧莱雅点名表示其业绩导致集团在中国的增长过低,保持多年第一的市场份额也在2016年一落千丈。根据市场咨询公司欧睿国际的数据,如今中国面膜市场份额前五名已被一叶子、百雀羚等品牌占据,不见美即的身影。2016年7月,欧莱雅董事长兼首席执行官Jean Paul Agon曾表示:“和2年前收购时相比,美即如今面对着多10倍的竞争者。”
 
But in the 2012 earnings forecast, "the mask will be shuffled again, and the United States will be a great opportunity". The performance of the brand is on the roller coaster: half year net profit has dropped by 75%. In 2015, L'OREAL's performance as a result of its roll call led to its growth in China too low, and the first market share for many years also plummeted in 2016. According to market consulting firm Ou Rui International, the top five market share of China's mask market has been dominated by brands such as a leaf and a hundred antelope. In July 2016, Jean Paul Agon, L'Oreal's chairman and CEO, said: "Compared with the acquisition two years ago, the United States is now facing 10 times more competitors."
 
 
 
从顶峰滑落之后,曾经面膜市场的王者美即,正在酝酿重回巅峰。
 
After the peak slipping, the beauty of the mask market is brewing to return to its peak.
 
 
 
1、重回巅峰的宝押在林荣欣手里的鲜注膜力面膜上。
 
1, back to the peak of Bao Bao in Lin Rongxin's hands fresh film force mask.
 
 
 
这是一款与常规使用步骤不同的面膜,包装上它将膜液与膜布分离,需要消费者自己对折,挤压包装,将两者融合后才能使用。
 
This is a mask that is different from the routine use. It separates the membrane from the membrane. It requires consumers to fold them and squeeze them together.
 
 
 
变化来自使用频率的改变,“从2013年到现在,面膜的渗透率从35%,提升到现在的45%左右,频次也从每周1.3次,增加到每周3.1次,消费者从知道面膜,转变成了真的每天在使用,”林欣荣的工作之一是洞察消费者变化,“这意味着消费者对面膜要求更高了,使用面膜的理由变多了。”
 
The change comes from the change of frequency. "From 2013 to now, the permeability of mask has increased from 35% to about 45% now, and the frequency has increased from 1.3 times a week to 3.1 times a week. Consumers have changed from mask to real everyday use." one of Lin Xinrong's work is to see the changes of consumers. Consumers are more demanding on facial mask. The reason for using mask is more. "
 
 
 
面膜消费频率变化一度是美即制胜的关键。2003年美即创立时,面膜还是新人结婚前才紧急敷几天的特殊消费用品,美即判断面膜使用频率必将增高,率先推出单片出售,大众定价,款式丰富的面膜销售方式,把面膜快消化。而随着巅峰期的屈臣氏一同开拓市场,也将企业发展推向巅峰,据《信息时报》报道,2007年时,屈臣氏成为美即面膜销量第一的渠道,贡献约70%销售额。
 
The change of mask consumption frequency is once the key to success. When the US was founded in 2003, the mask was only a few days' special consumption items before the new couple was married. The beauty of the mask is that the frequency of the mask will be increased. It is the first to launch a single chip sale, a public pricing, a rich mask sales method, and quickly digest the mask. With the peak of Watsons to expand the market, it will also push the development of enterprises to the peak. According to the information times, in 2007, Watsons became the first sales channel of the US mask sales, contributing about 70% of sales.
 
 
 
但随着面膜消费频次如美即所愿逐年增加后,单片式面膜已经无法满足市场了。消费者从屈臣氏或者大卖场一片片购买面膜,转为去线上买大盒装囤货。近百款的单品组合,成为挑选的负担,也在面膜市场逐渐拥挤之时,丧失了独特性。
 
However, as the consumption frequency of mask is increasing year after year, the mask has been unable to satisfy the market. Consumers buy facial masks from Watsons or hypermarket and switch to online shopping for big boxes. Nearly 100 pieces of single product combination become the burden of selection, and also lose the uniqueness when the mask market is gradually crowded.
 
 
 
美即夺回市场的方式是推出“颠覆式体验产品”。“面膜品类是所有护肤品中最强调消费体验的,”林欣荣解释道,“消费者使用一张面膜至少需要15分钟,可以有充分时间让他们体验和观察面膜效果。“
 
Beauty is the way to recapture the market by introducing "subversive experience products". "Mask category is the most emphasis on consumption experience in all skin care products," explains Lin Xinrong. "Consumers use a mask for at least 15 minutes, giving them enough time to experience and observe the mask effect. "
 
 
 
某种程度上说,撕开包装纸就长得差不多的面膜,在产品之外的地方下点功夫,也不失为增加辨识度的做法。
 
To some extent, it is a good practice to tear off the mask which is almost the same as the wrapping paper.
 
 
 
2017年9月,鲜注膜力就此上市,当消费者撕开面膜纸那刻起,面膜体验就已展开。“还有一些自媒体的因素。”林欣荣颇为得意这款作品,他将其定义为跳跃性产品,“是革新的,竞争小,一出来就很突出。”
 
In September 2017, fresh film force came on the market. When the consumer tore up the mask paper, the mask experience started. "There are also some self-Media factors." Lin Xinrong is quite proud of this work. He defines it as a jumping product. "It's innovative and competitive, and it stands out as soon as it comes out."
 
 
 
但膜液分离并不是最开始的方向,林欣荣最初想做的,是用海藻纤维做膜布,研发一款即轻薄,又能补水的面膜。海藻纤维能承载自身几倍的重量,在吸满膜液后并不会溢出,而是膨胀成啫喱状,拿在手上与市面上面膜拿起来就湿哒哒的状态有明显区别。但当时这个材料在国内没有成熟运用。海藻纤维在膜液中呆久了会被泡烂,这时干湿分离才作为解决方案被提出。
 
But membrane separation is not the initial direction. What Lin Xinrong initially wanted to do was to use seaweed fiber to make membrane cloth, and develop a mask that is light and thin and replenishing water. Seaweed fiber can carry several times its weight, and it will not overflow after absorbing the membrane solution. It will expand into a gel shape. There is a clear difference between the algal fiber on the hand and the wet mask on the market. But at that time, this material was not used in China. When algae fibers stay in the membrane liquid for a long time, they will be soaked and rotted, and then dry-wet separation is proposed as a solution.
 
 
 
可又造成了新问题,面膜形态影响到从产品到包装的各个步骤,就拿包装上分隔膜液和膜布的压实纹路而言,太细了包装容易在运输时破损,太粗了消费者没法轻易打开,纤维接触膜液后啫喱化过程太长,也影响消费体验。这些都成为林欣荣口中“当时难以逾越的障碍”,最后是靠大量人力,花十八月时间反复试验出来的。
 
New problems can be created. Mask shape affects every step from product to packaging. Taking the compacted texture of the separator membrane and the membrane cloth on the packaging, too thin packaging is easy to be damaged during transportation, too thick for consumers to open easily, and the process of gel coating after fiber contact liquid film is too long, which also affects the consumption experience. All these became "insurmountable obstacles at that time" in Lin Xinrong's mouth. Finally, it took a lot of manpower and spent 18 months repeatedly testing them out.
 
 
 
实际上,在体验上下文章,抓住消费者心态的企业不止美即,爱丽小屋就在2016年推出一款奶茶睡眠面膜,外观酷似奶茶杯,杯中“奶茶”和“珍珠”状的啫喱面膜拥有不同功效,在使用方式和频率上都有讲究。而从小红书笔记的数量上看,美即这款鲜注魔力面膜还有很大增长空间。
 
In fact, in the experience of the article, the enterprise that takes the mentality of consumers is more than just the United States. In 2016, Etude launched a milk tea sleeping mask. Its appearance resembled a tea cup. The "milk tea" and "Pearl" like gel mask in the cup had different effects, and they were fastidious in the way of use and frequency. The number of notes from the little red book shows that there is still much room for growth.
 

 


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