佰草集市场营销策略

经济全球化使得国际国内市场之间的障碍逐渐消失,品牌国际化已成为企业品牌发展的重要选择。在此背景下,本土护肤品牌国际化发展进程缓慢。面对国际知名护肤品牌的竞争压力,中国护肤品牌佰草集依托中医药理念,突破了文化差异的障碍,成为中国第一个迈入国际市场的护肤品牌

佰草集，是上海家化公司1998年推出市场的高端品牌，是中国第一套具有完整意义的中草药中高挡个人护理品牌。是现代生物科技与传统中草药精华结合的成果。并以其独树一帜的定位很快在国内化妆品市场中崛起。从1995年12月正式立项至今，佰草集已经相继招募了百余名科研人员，致力于新型产品的开发研制，目前其产品种类已经多达180余种。2008年佰草集走出国门，将中草药的生活方式与东方文化带到法国巴黎乃至全世界，是第一个真正意义上站在世界舞台与国际一线品牌竞争的中高档中草药护理品牌，短短几年佰草集已在全球化妆品零售巨头丝芙兰法国地区所有独有品牌排名中名列前茅。接下来的3年间，佰草集从巴黎丝芙兰店的一个小小的货柜起步，不仅在法国扎下了根，还在意大利、西班牙、波兰、土耳其等地站稳了脚，欧洲市场的销售额以每年80%的速度增长。

1. Background of Herborist Herborist is a high-end brand that Jahwa company launched in the market in 1998, is China's first high-end personal care brands with a full sense of the Chinese herbal medicine. It is a result of the combination of modern biological technology and traditional Chinese herbal medicine. And its unique position in the domestic cosmetics market rise soon. From December 1995 formally approved, Herborist has recruited hundreds of researchers, committed to the development of new products; the current product range has been up to more than 180 kinds. Herborist go out of China in 2008, it brought the Chinese herbal and oriental

culture to Paris of France and all over the world, it is the first true high-end herbal medicine brand that standing on the world stage compete with the international first-line brand, just a few years Herborist has ranked the best among all unique brands that in the global cosmetics retailer Sephora in the France region. The next three years, Herborist start as a small container from Paris Sephora store, not only rooted in France, but also foothold in Italy, Spain, Poland, Turkey and other places. The European market sales grow at an annual rate of 80%. 2. 国际策略 international strategy

1. 产品策略

产品是能够满足人们需要的所有的有形物品和无形服务的总称。产品整体概念包括核心产品、形体产品、期望产品、附加产品和潜在产品。而产品策略是市场营销战略的核心，其他营销策略都围绕产品策略展开。国际化妆品市场的众多品牌都是生化技术的结果，上海家化很清楚在生化技术上是肯定比不过外国高端品牌的，所以它将产品定位于中草药，并打着中西医相结合的旗号。因为当我们的身体处于亚健康状态时，中医疗养是最佳的选择，佰草集中草药护肤正是这一概念的延续，填补了西方化妆品的空缺。

1．product strategy Products are the general term for all tangible and intangible services that meet people need. The overall concept of the product includes core products, expected products, additional products and potential products. Product strategy is the core of marketing strategy, and other marketing strategies are all around the

product strategy. Herborist products are divided into: hair care, facial care, body care, aromatic care, oral conditioning 5 major product series. Many brands in international cosmetics market are the result of biochemical technology, Shanghai Jahwa clearly know that in biochemical technology is certainly can not compare with foreign high-end brand, so the product positioning is the Chinese herbal medicine, and combine the traditional Chinese medicine and Western medicine. Because when our body is in a state of sub health, Chinese medicine is the best choice, Herborist skin care is the continuation of this concept, to fill the vacancy of Western cosmetics. 2. 价格策略

价格策略是企业参与国际市场竞争的重要手段，进行国际营销定价时必须对影响定价的各因素进行分析。如成本因素、市场需求、市场竞争、政府的价格调控政策等。佰草集在综合考虑影响价格的各因素后，选择定价高端，以区别目前国内中草药市场的中低档化妆品。佰草集否定了像众多国内品牌定位低端价值的做法，佰草集没有走之前中国的另外一些化妆品品牌低端之路，而是直接走符合时代潮流的高端产品路线，将产品价值定位高端，将目标顾客定位于20-35岁间受过良好教育的知识女性。受教育程度越高，消费能力越强，与价格相比，她们更加注重产品的纯天然品质。佰草集正是抓住这一消费心理，本着天然中草药这一主张，迎合顾客需求，定价高端，改变以往低端制造的面貌，走进时尚之都巴黎，进驻在丝芙兰高档化妆品专柜上。

2. price Pricing strategy is an important means for enterprises to participate in

international market competition, and the factors that affect pricing must be analyzed. Such as cost factors, market demand, market competition, the government's price control policies, etc.. Herborist in the comprehensive consideration of the various factors affecting the price, select high-end pricing, in order to distinguish the current domestic herbal medicine market in the middle and low level. Herborist directly choose to in line with the trend of the times of high-end products, target customers located in the 20-35 years old and received a good education of intellectual women. The higher education level, the stronger the ability to consume, compare with the price, they pay more attention to the pure natural quality of products. Herborist is seize the consumer psychology, with the purpose of natural Chinese herbal medicine this proposition, to meet customer demand, high-end pricing, change the face of a previous low-end manufacturing, into the forefront of Paris, stationed in the counters of high-end cosmetics --Sephora. 3. 分销策略

佰草集通过分析进入国际市场的渠道并结合自身的特色。 看中了化妆品专业超市这一新兴的业态模式，将丝芙兰作为走向世界的快速通道，因为谁都知道，利用丝芙兰这个平台，就可以减少欧洲消费者对陌生品牌的抵触心理，减少网络布局的高额费用和与当地媒体的沟通成本。最终，成功的进入了法国。佰草集成功登陆法国后，在原先渠道的基础上加上了SPA的专业服务，开辟了独树一帜的“专柜 +专卖店+ 汉方 SPA”的复合型销售渠道。专营店为消费者提供SPA 服务，成功地塑造了佰草集高端的品牌形象。

3. Distribution

Herborist through the analysis of the channels into the international market and combined with its own characteristics. Sephora as fast track towards the world, because everyone knows that, by using the platform of Sephora can reduce European consumers unfamiliar brands of psychological conflict, reduce the high cost of network layout and local media and communication costs. finally, Hetborist entry into France successfully. After Herborist successfully landed in France, in the basis of the original channel added spa professional services, has opened the way to a unique \"shop + stores + spa\" composite type sales channels. Franchise stores to provide consumers with SPA services, has successfully created a high-end brand image of Herborist. 4. 促销策略

促销是刺激消费者购买欲望，改进零售商工作的有效性和加强相互之间合作的营销活动。与国内一些低端品牌疯狂低价促销策略相比，佰草集非常注重对品牌形象的维护，从来不进行降价、打折等硬性促销。佰草集采取的是配合新产品的上市，及时抓住节日、季节转换等有利时机开展主题鲜明的活动，另外实行别具一格的广告策略和公关策略，提高新产品的知名度和使用率。

4. promotion Promotion is the marketing activities to stimulate the desire of consumers’ buyer behavior and improve the effectiveness of the work of retailers and strengthen mutual cooperation. Compared with some domestic low-end brand crazy low price promotion strategy, Herborist attaches great importance to the

maintenance of the brand image, never reduce the price, discount and other promotion. Herborist coordinate with new products launched, seize the holiday, seasons change timely and the favorable opportunity to carry out a distinct theme activities and also implement unique advertising strategy and public relations strategy, improve the visibility of the new product and usage. 5. 多方位品牌沟通，增加品牌曝光率

品牌营销的最终目的是达成品牌的传播，因此，品牌沟通策略对品牌的知晓度非常重要。佰草集在初始阶段通过时尚杂志投放大量广告，而后通过电视广告，除了这些以外，佰草集正试图通过社交媒体进行推广，得到了广泛的认可。同时，佰草集也加大公关活动的力度，选择符合其消费群喜好的活动进行赞助，增加自身的曝光率。从而达到传统媒体、公关活动、新媒体等多方位品牌沟通，为品牌的传播提供多种途径。

5. brand communication The ultimate goal of brand marketing is to reach the brand communication, therefore, the brand communication strategy is very important to the brand awareness. In the beginning stage Herborist through a large number of fashion magazine advertising, and then through the TV ads, in addition to these, Herborist is trying to promote through social media, result in Herborist has been widely recognized. At the same time, Herborist also increased the intensity of public relations activities, choose the activities of its consumer group preferences for sponsorship, increase their exposure rate. To achieve multi-faceted brand communication among the traditional media, public relations and new media,

provide a variety of ways for the brand communication. 3. 行业竞争现状分析

1.供应商的议价能力

国内外化妆品行业拥有者广阔的发展空间，在未来的一段时间里仍有较大的发展潜力，这在一定程度上决定了化妆品供应商的优势地位。化妆品的供应商可分为原料供应商与外包装供应商，而原材料供应商中，很多原材料的生产都是需要高端技术的, 这就无形中提高了供应商的讨价还价能力。

在高端化妆品市场中，价格不断攀升的因素是原料成本和营销成本的增加。由于高端化妆品品牌具有较强的黏性， 价格上涨不仅不会减少其销量，反而有利于增强其品牌效应，使其受到更多优质顾客的关注，无疑凸显了供应商的优势地位。所以，即使涨价也很难影响这些实力雄厚的化妆品品牌。

3 industry competition situation analysis 1 bargaining power of suppliers Domestic and foreign cosmetics industry has a broad space for development, in the next period of time there is still a great potential for development, which to a certain extent, determine the dominant status of cosmetics suppliers. Cosmetics suppliers can be divided into raw materials suppliers and packaging suppliers. In the raw materials suppliers, production of raw materials are required in high-end

technology, which potentially improves the bargaining power of suppliers. In the high-end cosmetics market, the factor of prices rising is because the increase in raw material costs and marketing costs. Due to high-end cosmetics brand has a strong stickiness, prices will not only reduce the sales, but is conducive to enhance the brand effect, the get more customers attention, highlights the dominant position of the supplier. So even if rise the price is also very difficult to influence the strength of the cosmetics brand. 2

2. Bargaining Power of Buyers In order to reduce the cost, the buyer usually bargain, they require higher quality products, better service and lower prices, the result is intensified competition among enterprises in the industry, industry profits decline. In the cosmetics market, due to the large number of cosmetic brands, the competition is fierce, distributors and terminal stores especially the large supermarket chains, has a strong bargaining power. They give cosmetics enterprises exert tremendous pressure, forcing manufacturers to benefit under the quality assurance. As a final purchase of consumers, their bargaining power is weak. But with consumer access to information channels is increasing, there is a wide variety of products selection are available, forcing cosmetics production enterprises must start from the aspects of price, quality, effect, packaging and brand, continuously upgrade customer satisfaction with the product itself in order to make a profit.

3 新进入者的威胁

由于化妆品行业的发展空间大，利润高，生产周期短，政策限制少。这必然导致竞争的加剧，利润的减少，甚至可能会出现行业间的恶性竞争。 当一个行业或一个企业获利丰厚时，将引起很多潜在进入者的注意，但这些潜在进入者是否能够真正进入现有行业并不完全取决于它们的主观愿望，而是与行业的进入壁垒

有关。所谓进入壁垒是指影响新进入者进入现有行业的因素，如迅速获得技术和专业知识的需要、经验的缺乏、用户对原有产品的较高的忠诚度、用户较强的品牌偏好、对大量资金的需要、缺乏足够的销售渠道、政府的管治政策、现有企业的对抗行动、潜在的市场饱和等等。

3. the threat of new entrants Due to the large space for the development of the cosmetics industry, high profits, short production cycle, policy restrictions. This will inevitably lead to increased competition, the profits reduced, and even vicious competition between the industry may occur. When an industry or an enterprise profit is thick, it will cause a lot of potential entrants’ attention, but the potential entrants can really enter the existing industry or not, not only depend on their subjective desire, but is related to the entry barriers of the industry. Barriers to entry is refers to the existing factors that impact of the new entrants into the industry , such as rapid access to technical and professional knowledge, experience lack, the user on the original product high loyalty, user

strong brand preference, the need for a lot of money, lack of enough sales channels, government governance policies, action against existing enterprises, potential market saturation and so on. 4 替代品的威胁

所谓替代品是指满足同一市场需求，同样功能的不同性质的产品，是满足购买者需求的另一种方式。替代品的存在为产品的价格设定了上限，当产品价格超过这一上限时，用户将转向替代品。衡量替代品竞争优势的最好尺度是替代品进入市场后所得到的市场份额。目前，化妆品已经出现了以下几种替代品。

（1）药品：传统的化工生产已越来越受到消费者的质疑，它缺乏安全性且副作用多。顺应顾客需求，生产商开始研究药品，注重人性化、健康化、天然化，绿色养生、保健。这势必会造成传统化妆品的一次变革。

（2）器械：纳米技术已经开始用于美容、护肤。其优势在于见效快，周期短、 安全性高、针对性强等。

（3）运动养生：运动加快新陈代谢，健康好处繁多。这是一种绿色的， 环保的养生方式。很多商家也开始注重这方面的研究及开发。无论是药品还是器 械，都会对人的身体机能造成一定损害，但运动养生不会，这是它的最大吸引之处。

4. Threat of substitutes Alternative is to meet the same market demand, the same function of the

different nature of the product, it is another way to meet the needs of buyers. The existence of substitutes set the upper limit for the product price, when the product price exceeds this limit, the user will turn to the alternative. The best measure of the competitive advantage of substitutes is the market share after entering the market. At present, cosmetics have emerged the following alternatives. (1)Medicine: the traditional chemical production has been increasingly questioned by consumers, it is lack of safety and side effects. To comply with customer demand, manufacturers began to study medicine, focusing on human nature, green health, this is bound to cause a change in the traditional cosmetics. (2) equipment: nanotechnology has begun to be used for beauty, skin care. Its advantages lie in quick effect, short period, high security, strong pertinence and so on. (3) exercise regimen: exercise to speed up the metabolism, there is a wide range of health benefits, this is a green, environmentally and friendly way of keeping in good health. Many businesses have begun to focus on research and development in this area. 5 行业竞争者的竞争

长期以来因生产化妆品而闻名的法国2006年在销售额方面名列全球第四。法国美容品市场以华贵、高档品牌著称，这是不可否认的。像Chanel、Christian Dior、Lancome、Clarins、YSL等品牌在国际化妆品市场，受到消费者的青睐。据数据显示， 法国化妆品市

场品种繁多，不断推动着市场销售额的快速增长，纯天然化妆品在法国化妆品市场中以每年20%－25％的速度快速增长，在皮肤护理品方面，法国占据着欧洲市场21%的份额。

生产厂商的增多，必然加剧行业竞争。这种竞争无非两种：一种是价格竞争。在此过程中是否有优势关键看是否已形成规模经济，是否有庞大的分销渠道,以此寻求最合理的定价策略。另一种是产品差异竞争

化妆品行业市场集中度相对较低，很多竞争对手实力相当，面对很有实力的大型企业，特别是国际巨头占领着化妆品行业的高端市场，在同行业中他们的竞争力无疑是最强的，中低端厂商无论是规模、品牌、技术、还是创新能力都要低一个档次。使得行业内竞争更加激烈，同时行业的成本间差距不大，随着价格战的持续，行业的利润率不断降低，也使得中低档次的企业处境进退两

5. Competition of industry competitors France, which has long been famous for its production of cosmetics, ranks fourth in the world in terms of sales in 2006. For the French cosmetics market in luxury, high-end brands, this is undeniable. Like Christian, Dior, Lancome, Chanel, Clarins, YSL and other brands in the international cosmetics market has a high degree of visibility, favored by consumers. According to the data show that types of French cosmetics market are varieties, continue to promote the rapid growth of market sales, pure natural cosmetics in the French cosmetics market rapid growth at a rate of 20% - 25% per year, in the skin care products, France occupies 21% of Europe's market share.

The increasing number of manufacturers will inevitably aggravate the competition in the industry. This kind of competition are these two kinds: one is the price competition, in this process, the key have to see whether it has formed the scale of the economy, whether there is a huge distribution channels, in order to seek the most reasonable pricing strategy. The other is the product differentiation competition. The degree of cosmetics market concentration is relatively low, many competitors in strength, in the face of powerful and large enterprises, especially the international giant occupied the high-end cosmetics industry market, their competitiveness in the industry is undoubtedly the most powerful. The mid-range manufacturer in scale, brand, technology, and innovation ability is a lower class, make the industry more competitive. main factors of successful international strategy

The research hypotheses in our group proposal mentioned that there are several factors has significant impact on successful international marketing strategy, such as target consumer, price, product design, foreign business partner, promotion, teamwork, function of product. In the following I will discuss two factors in detail.

1. Product

进军国外市场，必须有一系列非常独特的产品，可以吸引外国消费者。佰草集的个人护理用品是现代生物科技与传统中草药精华结合的成果，在产品开发中科学地运用了中医独有的平衡理论和整体观念，并以高科技手段萃取天然草本精华，使产品能有效调养身心，

令皮肤、肌体、精神达到和谐、理想、形神兼备的最佳状态，焕发自然、个性、健康根源之美。 该产品充分体现了中国汉文化及中草药文化，十分独特，这也意味着企业聚焦在一个特殊的细分市场

1 Product To enter the overseas market, must have a series of unique products, can attract foreign consumers. Herborist personal care products are the result of modern biotechnology and traditional Chinese herbal. In the product development, scientifically using balance of unique to Chinese medicine theory and the overall concept, and extraction of natural herbal essence by high technology, make the product can effectively restore body and mind, make the skin, body, spirit reached harmonious, personality, health. The product fully reflects the Chinese culture and Chinese herbal medicine culture, it is very unique, which also means that enterprises focus on a special market segments. 2. Partner

好的合作伙伴对企业的发展也是至关重要，佰草集在进入欧洲市场时，丝芙兰不仅在销售渠道上给予了有力的支持，在产品审批上也给予了大力协助。与丝芙兰长期合作的化妆品审证机构的成员，这些人经验丰富，在技术数据整合、格式化、规范化方面有着相当丰富的工作经验。该机构帮助佰草集把相关产品理论和数据进行本土化处理，用标准数据来阐释产品的功效，最终双方在中草药这个原本存在东西方差异的事物上达成了共识。

2 Partner

Good partner for enterprise development is also crucial, Herborist when entering the European market, Sephora not only in the sales channels gave strong support, in product approval has also been given great help. Members of cosmetics institutions that have long-term cooperation with Sephora, they have a quite rich work experience in technology data integration, format, and standardization. The institution help Herborist make the related products theory and data localized treatment, use the standard data to explain the function of products. Eventually the two sides had reached a consensus on the east-west differences things in the Chinese herbal medicine