The more difficult the time, the more you see the real chapter.
Text/Forest
Recently, the cold air has opened up full horsepower, and many places in the country have cooled to new heights. For retailers, the decline in customer flow, channel diversion, and profit decline are the real winters faced by physical stores.
"Friends have come over these two days, and when everyone drank and talked, they said that the past two years have been a little hard, a little bit of headlessness. We don't think so, and we think the physical pathway is about to bottom out. At Morita's "Heart, Confidence" heart-warming press conference held yesterday (November 7) afternoon, Lin Mengqin, general manager of Morita Cosmeceuticals China, injected strong confidence into the current anxious channel providers.
▍Meeting site
Accelerate new product development and customize exclusive products for CS channels
"Our packaging is really not as good as South Korea's, very earthy." Product packaging is not a strong point, but it is not a short board, research and development is our strength. Lin Mengqin said that the national goal is to make in China in 2025, under the guidance of national policies, high-quality quality is the trend of future products, from the consumer level, consumer demand for products from entry to advancement, the requirements for efficacy are more picky, and the functional segmentation is more obvious. As a result, Morita's investment in research and development will continue to increase.
▍ Lin Mengqin
According to Gao Jingwen, manager of Morita's commodity department, in October 2016, the domestic convenience mask developed for CS stores was listed, focusing on special differentiated use opportunities; in March this year, the YOUNG series of young customers was listed; in the third quarter of this year, the upgraded version of the domestic hyaluronic acid composite mask was listed; in May this year, the domestic freckle repair and moisturizing mask, a special product featuring freckle removal, was listed. It can be seen that in the past two years, Morita Cosmeceuticals (hereinafter referred to as Morita) has significantly accelerated the pace of pushing new products.
Gao Jingwen said that next year Morita will also launch a series of new products including domestic composite force mask series, Shurun repair series and Japanese imported mask series. Among the domestic compound repair masks, Morita first introduced the revolutionary new concept of Morita HA "Morita Hyaluronic Acid", including three masks, namely yeast moisturizing repair mask, collagen elastic mask and witch hazel moisturizing astringent mask. Shurun repair series and Japanese imported mask series are jointly developed by Morita and Japanese pharmaceutical factories, and the raw materials are strictly selected in Japan.
"With the continuous improvement of living standards and changes in consumption concepts, the requirements of domestic consumers for quality have been continuously improved in recent years. However, this part of the consumer mainly shifted to overseas markets and overseas shopping e-commerce platforms, and the share of CS stores that really fell was not large. Shi Xianqi, general manager of Shanghai Peisheng, a sales company under Morita Cosmeceuticals Group, said that the passenger flow continued to decline, in order to meet the needs of consumption upgrades and solve the differentiation of store competition, coupled with the crazy discounting of domestic brands online this year, CS stores in order to avoid being "cut leeks", hot pursuit of imported cosmetics. Therefore, Morita will launch the Morita mask imported from Japan in the fourth quarter of next year to attract this part of the consumer group.
▍ Shi Xianqi
In addition to the introduction of imported product lines, in the face of the current pain points of CS channels, Zhou Ping, deputy general manager of Peisheng, also said, "For key channels, next year we will formulate a joint business development plan, which can design exclusive products for the characteristics of channels." ”
In fact, some retailers have begun to experiment with this exclusive product supply model. At the meeting site, Zhang Wenyan, purchasing director of Youbeishi, told Qingyan in an interview that the cooperation between Youbeishi and Morita has been five or six years, optimistic about morita's prospects, and is currently talking with morita brand about special projects, when the box will be printed with the logo of "Ubeishi exclusive", the current product has been selected, in the communication of product packaging design, "will try more categories of exclusive supply in the future." It is reported that Youbeishi currently has more than 200 stores in the country, focusing on imported cosmeceuticals.
Strive for all categories of skin care and consolidate professional cosmeceutical brands
From the first mask on the market, Morita has been known to consumers as a professional mask brand. Nowadays, Japanese and Korean cosmeceutical brands have risen, and Morita is trying to exert efforts to all categories such as water creams, change the inherent impression in the minds of consumers, and deepen the recognition of professional cosmeceutical brands.
"Morita will take the 'half-hearted' development path in the future." Zhou Ping said that one of the hearts is the listing and introduction of the light medical beauty brand DR.JOU, and the other is the optimization and reshaping of the Dr. Mmorita brand. According to Dr.JOU Business Manager Wang Yuhan, DR.JOU is a brand that positions high function and guides skin health, mainly for customers over 25 years old, with maintenance habits, consumption power and the pursuit of more advanced. According to Zhang Yingqin, director of DR.JOU Business Unit, DR.JOU attaches more importance to quality and technology, active ingredients and key ratios. At the same time, DR. JOU has three major skin countermeasures, which are divided into medical and aesthetic maintenance series, efficacy maintenance series and advanced maintenance series.
▍DR.JOU series products
For whether there will be a competitive relationship with existing brands, Lin Mengqin is not worried, he said to BlueEye, "Dr. Morita belongs to the entry model, positioned as a daily basic maintenance, mainly for 18-35-year-old customers, the price band is 49-69 yuan, and DR.JOU belongs to the middle and high order, the price of a single box mask is more than 89 yuan, and there is a big difference between the two." ”
In addition, and Dr. Morita is different in that DR. JOU is a full-range skincare brand. Zhou Junxu, chief R&D engineer of Morita Cosmeceuticals, said that only one mask cannot solve the different problems of mature age groups, white-collar groups and young people, and the DR.JOU brand has a variety of series. According to Zhou Junxu, at present, dr.JOU brand research and development accounts for 21% of the category, mask 79%, next year the proportion of cream research and development will increase to 30%, 2020 will reach 50%. He also said that next year DR.JOU will release new products such as bio-fiber series masks, healthy beauty series masks, six-fold hyaluronic acid series masks, and will also launch new products such as water cream cream series.
▍Zhou Junxu
“DR. The current sales status of the JOU brand in Japan is very good, and it is sold in duty-free shops at Haneda and Narita Airports, ginza, Shinjuku, and Shinsaibashi. Zhou Junxu said that the brand patent Hyalo-Oligo average molecular weight is about 10,000 or so, after the test found that under the action of Hyalo-Oligo, the rate of skin moisture decline slowed down, can provide a good moisturizing effect, the moisture firmly controlled in the epidermis layer of the skin.
In addition, Zhang Yingqin also analyzed the promotion steps of the DR.JOU brand in the Chinese market, he said that during 2016, it was to launch high-quality products to create brand tone; in 2017-2018, the brand's main work was to promote online, and in 2019, it will promote online trend products and begin to lay out offline physical experience.
Sun Hanwu, president of Watsons, Wanning agent and Shenzhen Sisa, told BlueEye that due to the high professionalism and high recognition in the minds of consumers, Morita's performance in Watsons and Wanning has been very stable, and it is also very optimistic about the upcoming DR.JOU brand, "Wanning is ready to go up." It is reported that the company has operated Morita Cosmeceuticals into Watson's mainland stores and built the brand's popularity in Chinese mainland.
"We have confidence in this brand, the competition of domestic mask brands is too fierce, and there are brands that do very well every year, but the sustainability is not enough." We compare Japanese brands with Korean brands, Korean brands are mostly explosive, but the sustainability is not enough, Japanese brands push new products for a long time, but the survival cycle is also longer. In the view of Peng Yong, a large comprehensive wholesaler and director of the first business headquarters of Beijing ITOCHU, Morita has the same craftsmanship spirit as the Japanese brand, and has been acting as an agent for the Morita brand since 2010, and Morita's performance has been growing steadily.
Create a younger, more stylish, meaningful brand marketing
In the domestic cosmetics market, Morita, which has always been heavy on research and development and light marketing, can be described as a clear stream in the industry.
"This is our short board," Lin Mengqin admitted, Morita is not good enough in marketing. At present, there are several trends in marketing, new media, content wins, close to the survival of customers, or is the cross-platform with the same customer layer multi-faceted life scenario. Morita has also made great efforts in the brand promotion process in the past year.
For example, in terms of rejuvenation, according to Zhu Ting, manager of the brand media department, in this year's Morita Flower Yang Film Force Tour activity, Morita created a two-dimensional flower yang little brother according to the characteristics of the product, planting grass through the animation circle, combined with the animation circle KOL, to achieve the goal of product rejuvenation, its March listing has become an A-grade product, and the recognition in the animation circle is as high as 80%. In addition, Morita Laser Spot Removal Mask adopts the same star style, and through the Little Red Book and double micro-seeded grass, it once became a new effect of whitening and freckle removal.
▍ Zhu Ting
She further introduced that in the next time, Morita will create more different marketing models, involving pop-up stores, cultural issues and so on. For example, on December 8th, Morita will cooperate with Hema Fresh to cooperate with the beauty festival pop-up store to increase efforts to make the brand have personality and topicality. In addition, Morita's cooperation with the National Museum of China, Morita's DR.JOU brand and Watson's new pop-up store, Morita Daniel Wong series products and Wanning's Christmas event will also be launched.
In addition to brand marketing, Morita's empowerment of offline channels will also have more actions in the next year. According to Lin Mengqin, next year, more than 3 million members of brand e-commerce will assist in expanding profits through offline channels, "We hope to promote this new retail model from the brand side."
He also said that in the process of online and offline integration, the advantages of online and offline will be integrated together, collaborative operations, the key to the future offline is experience, next year Morita will also explore the offline experience store model, then will also invite 5 agents to test together, "the mainland is a good market, we can be the victorious soldiers."
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