Women in Ji'nan love to pay for "face"
reporter Liu Wei
last month, Sisley officially entered the Ginza mall in Ji'nan. This high-end brand of skin care from French, aristocratic blood and beautiful myth, of course, its price is also very "aristocratic" - the price of thousands of yuan can be called the top of the brand.
Sisley's arrival has focused our eyes on those top skin care brands. Dior, Lancome, Elizabeth Aden... These well-known brands have been on the dressing stage of women in Ji'nan in recent years. Are women becoming more and more willing to pay for their brands? Are they obsessed with brand psychology or are there really effective investments? Luxury brand luxury skin care products, how many advantages are we worth more than 1000 yuan of silver?
Ji'nan is a second tier city, but cosmetic brands are popular. In 2008, American cosmetics brand Elizabeth Aden opened a special cabinet in Ji'nan. At this point, the world's top ten top cosmetics brands (Dior, Chanel, Estee Lauder, Guerlain, CLARINS, Biotherm, Clinique, etc.) have all settled in Ji'nan. Two years later, another so-called Sisley brand came to Ji'nan, adding new excitement to Ji'nan's luxury market.
according to a person in charge of the cosmetics department of the first floor of Ginza mall, there are a large number of sales results, such as Lancome, Dior, Estee Lauder, and other brands of Chanel and other brands. The three annual make-up Festival is the most important festival in the mall, and the sales performance of the makeup Festival is also It grows at a rate of 40% a year.
women in Ji'nan are quite impressed by the consumption capacity of first-line cosmetics. Sisley cabinets sales staff said, opening the cabinet in just 20 days has been quite good sales performance, many of the former Ji'nan without the cabinet and the customers to buy out of the field have come, many people confessed that "at home consumption, a lot of convenience." And Lancome's most popular star product "small black bottle" since last year on the market, can sell more than ten bottles a day, a month to sell two hundred or three hundred bottles is very easy.
Ms. Wang, 33, is a financial officer of a private enterprise in Ji'nan. She usually likes to buy big name cosmetics, such as Lancome and Chanel, which are her favorites.
Ms. Wang's income is not a high salary class, but she is very willing to spend money for her face. In her opinion, buying big brand cosmetics is pursuing a better way of life. "Like my age, women's maintenance is very important. Not now. Do you want to wait for your wrinkles? "
, of course, Ms. Wang's pursuit of big cards is not blind. She will choose the suitable product according to her skin condition. As she says, "if you choose a good brand of cosmetics for yourself, it will find the value."
reporters randomly surveyed 20 white-collar women, all of whom were 25-40 years old. The survey showed that 40% of the respondents used to buy one of the world's top ten top brands, and 55% of the respondents said "big cards would be the first choice to buy cosmetics." "The consumption of cosmetics for women in Ji'nan has improved." Ms. Chen, director of Ji'nan Hong Kong cosmetics Center, told reporters. Ms. Chen, who has been engaged in the first line brand cosmetics trade since 2005, says that in the past few years, more and more people have "recognized" the big cards, and her business is also rising, with sales growing at a rate of 10% per year. "Foreign cosmetics into the Chinese market, but in a short period of more than ten years, entering the Ji'nan market is only eight or nine years, but Chinese women have become the main force that can not be underestimated. Although the purchase of imported cosmetics in the domestic normal channels, there is no advantage in price, but with the development of online shopping, purchasing and other new shopping methods, no girls can use a more cost-effective price to realize the big dream, the brand grade of use is also increasing.
in the cosmetics consumption group, the 25 year old -40 age group has the strongest purchasing power and the most frequently used cosmetics group. In the reporter's interview, sales staff of many counters said that nowadays, the consumption group of first-line brands has obviously become younger. Since Sisley opens the cabinet, the youngest customers are only about 23 years old, and the youngest customers of Estee Lauder are eighteen nine years old, and a large part of the Chanel makeup consumer group is the young after 80 and after 90.
80 girl Xiaowen is such a "big card control". When she was a college student, she was a big fan of big name cosmetics. Every day, she pays attention to the dynamics of cosmetics on the Internet. As long as a new product is listed, she will certainly go to the cabinet to see it. Even if she does not buy it, she can feel the charm of the big brand. After graduation, she also used a month's salary to buy a classic brand of a first-line brand.
now, more and more women begin to think that "skin care should be early". This idea has some sense in a sense, but the girl's sex misunderstands the real meaning behind it because of the love of the big cards. Beauty consultant Yan said that some people think that the more expensive the better, in fact, the purchase of cosmetics should also depend on their skin status, according to the status of the skin, "early" to do maintenance. There are some basic series in a large number of cards, young girls may as well start from the basic series "enjoy" big cards, early use of mature age muscles to apply products, not necessarily good for the skin.
when we are flocking to some of the big cards, someone will ask the question: Why are the prices so much different from ordinary cosmetics? Is it really so good? To this, once engaged in cosmetics formula research, Ji'nan Tongxin cosmetics DIY beauty Pavilion Wan Shin Tung told reporters that in the process of cosmetics production, even the same ingredients, different extraction of raw materials, different origin, there will be cost difference. High end brands often have their own independent Department of Dermatology laboratories, and many advanced ingredients can not be achieved by ordinary brands.
and cutting-edge technology is another big trump card for these luxury skincare products. For instance, red stem cell technology and DNA skin care technology are now in the laboratory of luxury skin care products more than 10 years ago. The combination of high concentration of rare elements and the top technology of several years or even decades of research and development has made "sky price" to a great extent a "efficient" synonym in many people's minds.
of course, in order to make the customers feel that they are worth the money, they have done their homework. Many brands give members a birthday gift, new products to list the first experience and other services, like Sisley can also enjoy free hand care and face protection within two weeks of the purchase of products. Such a well received sense of satisfaction, of course, is more than just buying it back and spreading it sooner or later.
Estee Lauder
instant moisturizing essence (small brown bottle, map): This is undoubtedly the most classic and brand of skin care products. Since its introduction for more than 20 years, it has maintained the classic amber bottle packaging, creating a global sales performance of every 10 seconds. It can repair cells at night, deeply moisturize and moisturize, enhance the skin's ability to absorb skin care products. After waking up, it only feels that the cheeks are full of moisture and smooth and delicate. Price: 880 yuan /50ml
Chanel
NO. 5 perfume (Figure 2): it has accomplished a perfume myth, and has become the most attractive dressing table for countless women around the world. It is particularly elegant and romantic style, the expression of the meticulous feelings of women's heart, Monroe, the goddess of sex, "I only wear NO. 5 the famous saying of falling asleep makes this lady perfume popular. Price: 895 yuan /50ml
Elizabeth Aden
8 hours Run Zeshuang (Figure 3): one of the oldest products of the brand, has been more than 70 years of history, the "omnipotent cream". It can be used in any area of your face, eyes, lips, neck and hands where you feel dry. The moisturizing degree is very durable and effective. It also has the unexpected curative effect of desalting scar and restoring skin elasticity. Selling price: 235 yuan /50ml
Guerlain
Slide star powder ball (Figure 4): Guerlain's magic meteor beads trigger a revolution of make-up powder, it can make the skin full of light, the birth of the magic color meteor ball ball, it has a colorful color, in Shang Liangli's small box. Different colors blend together to produce the perfect effect, and each color has a unique effect. Price: 490 yuan
Sisley
total energy emulsion (Figure 5): a product developed for 10 years' heart blood potential, which is a classic in the history of skin care. The omnipotent emulsion is rich in Centella asiatica, ginseng, rosemary, hops, horsetail grass and other plant extracts, which can stimulate skin vitality and improve skin texture. Price: 1480 yuan /125ml