论文部分内容阅读
十年前,中国化妆品行业,大风正在过境。一方面,本土品牌们明争暗斗,但打法尚显初级,有点像小孩子打架,较量的只是力气以及一脚踢中对方的概率。而另一边,欧莱雅、资生堂等跨国品牌也即将发力,整个行业竞争开始从浅滩驶向深海。——丸美正是在这一阶段创立的。从逻辑上看,孙怀庆此时切入战场,最好的方式是由低到高地做点“水乳霜”(化妆水,面霜,乳液),毕竟三十而立的他已经在行业里浸淫多年,从资源、人脉、通路的角度,这样做的阻力会小很多。但孙怀庆没有选择按常理出牌。一上来,他便坚持高举高打眼霜市场,
Ten years ago, China’s cosmetics industry, the wind is transit. On the one hand, local brands are infighting, but the play is still significant junior, a bit like a child fighting, the contest is only the strength and kick the other side of the probability. The other side, L’Oreal, Shiseido and other multinational brands are about to force, the entire industry competition from shoal to deep sea. - Marumi is founded at this stage. Logically, Sun Huaiqing cut into the battlefield at this time, the best way is to do from low to high “water cream” (make-up water, creams, lotions), after all, thirty and he has been immersed in the industry Years, from the resources, contacts, access point of view, the resistance will be much smaller. However, Sun Huaiqing did not choose a common card. When he came up, he insisted on holding high eye cream market,