Helping others will benefit you as well

Preface: The 21st century is a stage in which China's daily chemical companies are gradually maturing, and it also indicates that the era of reshuffling has arrived. Professionals predict that tens of thousands of cosmetic brands currently active in the domestic market will survive less than half of this harsh war!

In the face of such a cruel reality, is the concept of reducing costs and hyping behind other multinational companies; or is it committed to building their own brands? Is it to hold the idea of ​​"get it right", use hype to attract customers, or increase investment in brand development and maintenance, so that the company can continue to grow and develop?

The choice at the crucial moment can best reflect the entrepreneur's tolerance and mind. To this end, the reporter interviewed Mr. Zhang Yizhong, the head of Gaoqian International (Hong Kong) Enterprise Co., Ltd..

Seeking new profit growth points for enterprises, and cutting into the washing market

The daily market has its own characteristics of the industry. The market environment and consumption base required for the birth of the brand need to be nurtured and regulated. With its excellent quality and reputation, Gao Qian will continue to develop more products that are in line with social development trends. This year, Gao Qian will jointly launch the "Shibo Blue" care series with the French aromatherapy company to extend the company's product line and use this as an opportunity to continue to deepen the marketing network.

At the beginning of 2006, Gao Qian has already adjusted the organizational structure, and established a marketing center based on the original marketing department and customer service department. The troika consisting of "Ministry of Commerce, Market Maintenance Department, and Market Development Department" will be the "three sharp edges" that Gao Qian will compete in the market and fight in the smoke-filled daily market, in addition to consolidating existing market positions. It will be directly inserted into the channel network and the core terminal, and will be advanced and cut into the field of care. Subdividing the products, "fine" management of the market, and expanding the blank areas on the basis of the original market network is the focus and core of the operation of the Gaoqian market this year. In addition, the company's planning department will provide detailed and comprehensive intellectual support and cooperation from the company's strategic development, marketing planning, brand building, etc., to create a new pattern of harmony and win-win with dealers and franchisees.

Building and cultivating brand culture with brand personality and connotation

Mr. Zhang Yizhong said that in order to make the company's "bigger and stronger" business strategy and market tactics implementation and implementation in place, the promotion of brand building has become a key construction project for Gao Qian in 2006.

So far, Gaoqian has accumulated more than 10 years of experience in corporate management and brand operation in the cosmetics industry. In the process of enterprise development, Gao Qian did not deliberately focus on product promotion and concept hype, as some cosmetics companies in the market focused on pragmatically focusing on the quality of products, the technological content and appearance of products. The packaging and the branding of the brand are improved, the brand assets are managed, and time, money and energy are placed on the brand building system.

As the daily chemical market gradually transforms from disorderly competition to standardized operation, Chinese and foreign brands compete on the same stage in the Chinese arena. Now the necessity of brand building is becoming more and more obvious, and the shaping and upgrading of culture has become a brand improvement. Value, enrich the brand connotation, support the spiritual pillar and power of the brand's sustained and healthy development.

Now, brand manufacturers like Gao Qian who have certain market foundation and strength should start the brand culture project. At this point, Gao Qian will never lag behind others.

Strengthening innovation and talent strategy to cope with fierce competition in the cosmetics industry

With the strength brands of Gaoqian International's "Yifu Cream", "Planting Element", "Green Tea" and "Wei Wei" stepping into the stage of "serialization and refinement", Gaoqian Company is committed to " The brand building pattern of creating a strong brand has been established.

The biggest characteristic of the market is competition, and no one can escape. Under the industry mix of industry integration and market reshuffle, Gao Qian has been looking for breakthroughs in survival and growth. In the case of serious product homogeneity, innovation is the guarantee for the sound development of enterprises. This is not only related to management innovation, marketing model innovation, technological innovation, product innovation, maintaining its own advantages and vitality, the most important thing is to rely on personnel. Innovation to unlock the creativity of employees.

Gao Qian has always advocated "employees and companies to grow together", and strives to cultivate employees who are responsible for themselves and others, have a strong sense of mission and effective execution, meet the needs of customers with unparalleled enthusiasm and proud of their team. . Helping each employee to succeed directly is a work that Gao Qian has been striving for. Through common values, open communication and experience sharing, the common goal is to closely integrate the company and the individual to pursue common cause. achievement. This is the magic weapon for Gao Qian to cope with the complicated and ever-changing market.