Why do cosmetics brands do channel marketing?

The Father of Channel Marketing" Louis Stern defines channel marketing as:"Channel marketing is the process by which a series of interdependent organizations enable a product or service to be used and consumed. ”

In the cosmetics business in China and even around the world, channel marketing is as important as marketing to end consumers, especially if you are a beauty brand in China, if you lack the effective transmission of channel providers in the middle and the lack of relevant benefit delivery, most of your brand will not be successful.

Especially for start-up brands, channel marketing that builds the channel mind is more important than the marketing that builds the mind of the consumer. In the Chinese market, for a beauty brand that takes physical channels, if the business scale is less than 100 million yuan in one year, it does not need to invest a penny in consumer mass communication. It is enough to concentrate resources and do some branding in the channel to achieve business goals.

Because for today's Chinese cosmetics market, your brand has to go through all levels of channel providers before reaching the end consumer, including distributors, distributors, retailers, BA, etc., this link is unavoidable for more than 90% of the brands that have entered the market today, and a lot of information and value of the brand are transmitted to consumers through channels.

Since 2015, the Red Lab has launched an annual research on retail methods to promote the development of beauty retail. The Red Research Room has also become a major landmark channel IP of Maridelgar in the industry.

The second isThe Heart Link Project, which was launched in collaboration with ShiseidoThrough the new service-oriented standard, it effectively helps cosmetics stores reshape their professional advantages, establish deep links with a new generation of users, and form a benign business development mechanism. As a result, Shiseido has once again become a brand benchmark in the industry, and a leader in promoting the industry to recognise services, attach importance to services, and establish new standards for services.

In general, it is extremely valuable for brands to build the image of the channel, enhance the influence of the channel, and thus promote the growth of the brand's business.

It is conducive to rapid promotion and promotion of the brand.

PR Resource Network is proud to answer your questions:

1. SEM PPC.

2. Network alliance advertising.

**Alliance, together with SEM, is called Dasou.

3. Portal advertising.

5. In-feed advertising.

7. Advertorials.

In the form of **, published in the central media, business ** or portal**, to publicize the business information of the enterprise, soft implantation.

8. E-commerce advertising.

It refers to the advertisements placed by customers on e-commerce platforms such as **, Tmall, Pinduoduo, etc., in order to obtain a large number of goods**.

9. Q&A ads.

10. Forum promotion.

For example, paste bar, Tianya, cat pounce.

11. Self-promotion.

12. Live streaming.

Including **live broadcast, Douyin live broadcast with goods.

13, Little Red Book Grass.

14. Weibo promotion.

Super fans, cornucopia, splash ads, hot searches, etc. are all commonly used forms of promotion on Weibo.

The cornucopia is the diffusion of KOLs or celebrities endorsing Party A's blog posts, which can be understood as Weibo information flow advertisements.

15. SEO optimization.

The disadvantage of optimizing the ranking of the official website and relying on organic traffic is that the cycle is long and it is easy to fall off without maintenance, so the cost is not low.

16. Word-of-mouth marketing.

17. Social Advertising.

18. Optimization of drop-down box associations.

19, B2B** promotion.

Such as Alibaba, HC, Bafang Resources Network, China's ** business, etc., publish ** products on it.

21, Mail**.

The advantage is that it is cheap, and the disadvantage is that spam ads are easy to block and the open rate is low.

22, SMS**.

Similar to email**.

23, Kol Koc Marketing.

24. Official website construction.

Establish a corporate official website to facilitate customer contact. It is equivalent to opening a green channel.

25. Promotion of classified information.

58.com, Ganji.com, Baibai.com and other classified information platforms, the number of users is also very large.

Direct sales channels. Physical store channels, online channels. and personal sales channels.

Celebrity endorsement, beauty blogger recommendation, Douyin.

Let's talk about the brand concept first, many people see that they are actually only the influence of the brand after it is formed, and they don't know the process of rebirth and cocooning that the brand needs to go through before forming an influence.

People always mistakenly believe that as long as the shouting is loud enough, it can form a brand effect, and they don't understand at all that brand marketing and effect marketing are two completely different operating ideas.

People who have really done brand operation and experienced the process of brand building will understand that the real brand can not be rushed, and the process of brand formation is a slow process of gradual penetration, and in the slow process of penetration, any little mistake may cause the brand to be stillborn, and even worse, it will affect the entire chain of product development and production.

Moreover, many people have the notion that branding is a shortcut to marketing performance. In fact, the market-oriented operation of the brand, and the effect marketing, should not be confused prematurely, before the brand is really mature, Ren Zhicha is eager to ask the brand for the effect of the behavior, in fact, it is the suppression of the growth of the brand, is the act of strangling their own brand.

It is not denied that the ultimate mission of the brand is which fiber to bring higher benefits, but before the brand influence is really formed, the development process of the brand and the performance profit line of effect marketing should be separated as much as possible, not too close, otherwise one of the main lines will be lost.

Therefore, when a new product is introduced to the market and it is hoped that a brand can be formed, marketing is marketing, which is responsible for making money, and brand is brand operation, which is responsible for spending money.

If you only pay attention to the effect of promotion, and do not require the height of the brand, then just learn the promotion methods of those advertisements that play games to earn red envelopes, which are typical as long as the effect, not the brand promotion methods.