Gansu is referred to as “Gan†or “陇â€, which is named after the first words of Guganzhou (now Zhangye) and Gusuzhou (now Jiuquan). Gansu is located at the junction of the three plateaus of Qinghai-Tibet, Inner Mongolia and Loess. It has a vast territory, abundant resources and complex and diverse natural conditions. And there are Han, Hui, Tibetan, Mongolian, Yugu, Dongxiang, security and other ethnic groups living or mixed, belonging to the multi-ethnic provinces.
In recent years, the economy of Gansu has undergone rapid changes. In the industry, the industrial bases with non-ferrous metals, petrochemicals, machinery manufacturing and electric power coal are the main components, the structure is relatively reasonable, the categories are relatively complete, and the material base is strong. . Railways, highways and civil aviation extend in all directions. Lanzhou has become a transportation, postal and telecommunications hub and trade center in the northwest. The province's culture, education, sports, health, and scientific research have made great progress, and people's living standards have been significantly improved.
Lanzhou Market Overview
In the wholesale market, Lanzhou has Northwest Meibo City, Eastern Wholesale Market, Lanzhou Feitian Cosmetics Wholesale Market and Yuchikou Wholesale Market. These markets have a variety of products that wash cosmetics, but because of the different locations and different locations, the size and popularity of the market are very different.
West North America Bocheng is located in Tianshui South Road, downtown, which is close to the railway station and is one of the most prosperous business districts in Lanzhou. It can be said that its geographical location is quite good. Meibo City is a collection of shopping malls, supermarkets, wholesale and office, mainly for beauty and hairdressing products. Also concentrated in Shu Lei, La Fang, Jia Ying, Tian Xi and other brands. It can be said that there are many well-known domestic brands and products, but there are also some regional brands that are not well-known. The biggest problem is that the business here is not very good. There may be some customers in the first floor of Meibo City, and it seems a bit deserted on the second floor.
The reporter has learned about this. Many merchants here believe that the opening of Meibo City is not long-term, and there is still no corresponding promotion and promotion. Moreover, there is a lack of related facilities in all of them. Therefore, it cannot form a scale effect, so the popularity has not been prosperous. Some shops are still squatting, hoping for a prosperous day.
The Eastern Wholesale Market is the largest wholesale market in Lanzhou, where there is a wholesale business for all types of goods, and the wholesale of cosmetics is only a small part. As it is also facing the street, and both are in the commercial area, there are many large shopping malls, and the popularity is particularly prosperous. However, because clothing, accessories, electrical appliances, leather goods and other department stores occupy the protagonist, the area of ​​cosmetics is much weaker, and the business is not very good.
The Feitian Cosmetics Wholesale Market is adjacent to the Eastern Market. There are two more than 60 wholesale shops in the two long streets. It is a professional wholesale market for washing cosmetics. The goods here are mainly sold to terminal stores in Lanzhou or small and medium-sized shopping malls. Because the business customers here are scattered and relatively small, some merchants can still maintain business and earn a little money, while some businesses also appear to operate. Difficulties. In terms of products, there are shampoo products such as Yu Jie, Hao Di, La Fang, Shu Lei, and Tihua Zhixiu. There are also toothpaste products such as Li Jie and Dr. Tooth. In terms of brand, they also focus on domestic first-line and second-line brands. .
Yuchikou Wholesale Market is a relatively prosperous daily necessities cosmetics shampoo market in Lanzhou. The wholesale store for washing cosmetics accounts for the majority, and there are many corporate brand offices located here. There are many shops or regional agents. The business here is very good, many vehicles go in and out, and a batch of goods are sent to various places.
Terminal market polarization
Another major feature in Lanzhou is that the market for high-end products is growing rapidly, and the market for low-end and mid-end products is also promising. In the high-end of Xidan Shopping Mall, Asia-Europe Shopping Mall, Department Store, Carrefour Supermarket, Watsons Supermarket, etc. in Lanzhou, you can see the product counters or sales areas of high-end well-known brands such as Maybelline, Olay, L'Oreal and so on. It is understood that these products in Lanzhou have relatively stable consumers, which indicates that the consumption level of some residents in Lanzhou is still relatively high.
The reporter also saw that in many neighborhoods, there are also some small cosmetics terminal stores. The products of these stores are mainly the well-known second and third-line brands in China, and many of them are new brands with no reputation. According to the store's introduction, these products are mainly for low-end consumers in Lanzhou, and they are the main consumer groups, so there is no shortage of market. As for whether the store can be opened well, it is mainly based on the skills of the location and the operators.
It can be said that the high-end and middle-to-low-end products markets in Lanzhou are very prosperous and have stable consumer groups, thus showing a situation of polarization.
Market overview of the three northwestern provinces
The cosmetics market in Gansu Province has also been greatly developed in recent years. Especially with the improvement of residents' consumption level, many foreign high-end products have quite good sales here, and the domestic first-line and second-line brands are also optimistic.
Because the climate here is relatively dry and there are many winds and sands, products related to cleaning, hydrating, whitening and wrinkle removal are very popular.
Of course, because the area here is relatively remote and the traffic is inconvenient, many dealers only occupy one area and each is a camp. After all, the business is extensive, and it is relatively difficult to do a good job. Therefore, there is a small number of large dealers that cover many areas and unify the rivers and lakes. Manufacturers must take this factor into account in the northwestern region. In fact, after many brands have arrived in Gansu or the entire northwest region, their investment policies must be adjusted according to the situation here.
The situation in Qinghai is similar to that in Gansu, but the population of the whole province is much less. The economy of Xining, the capital city, is slightly less than that of Lanzhou, so the overall market is not comparable to Gansu. Another characteristic of Qinghai is that there are many ethnic minorities, especially the Hui who believe in Islam. The composition of some cosmetics is more sophisticated. This has led to a number of products showing some differences here.
However, in terms of high-end cosmetics, there is also a considerable market in Xining. Many commercial buildings in places such as Dabai and West Street have high-end cosmetics counters. However, in the low-end market, some dealers believe that the market in these two years is weaker than the previous two years. The main reason is that the shopping malls have opened up a lot in the past two years and the competition is relatively large. The salary layer of the main consumer groups in the local area has not increased too much income, and the business has become even more difficult.
Of course, many large-scale dealers who dominate the market do not feel too much pressure. For production companies, what kind of partners to find is crucial for market development.
The Ningxia Hui Autonomous Region has a relatively small area and a small population. Of course, Yinchuan is also a very important city in the northwest region, and the economy is relatively developed. All kinds of well-known products are still selling well in Yinchuan. However, in the surrounding areas, especially in the relatively backward minority areas, it is mainly based on cheap and affordable products. Because of this, in the past few years, many counterfeit and shoddy products were sold to these areas, which greatly disrupted the market. And this situation has also appeared in Gansu and Qinghai.
Dealer market: a small scale and fierce competition
With the China Merchants Express train held at Lanzhou Station, the dealers who came to participate in this exhibition came from three provinces including Gansu, Qinghai and Ningxia. Distributors in these areas. This magazine takes this opportunity to conduct a survey of the participating dealers to gain a better understanding of the local market:
According to the survey, in the past year, 53% of dealers said that their performance has increased, and 42% of dealers believe that the performance is basically the same. This shows that the local distribution market is slowly and steadily developing as a whole.
Of course, the northwest region is relatively poor, and it can be shown from the scale of dealers. Among the randomly surveyed dealers, annual sales of 10,000 to 50,000, accounting for 52%, another 10,000 yuan or less accounted for 24%, 50,000 to 200,000 accounted for 14%, and two Between 100,000 and 1 million and more than one million each account for 5%.
However, the small scale does not mean that the competition is not big. In the northwest region, 64% of the distributors said that the competition is too big and affects the performance. The products, business methods and management only account for 12% each. .
In terms of selecting agent products, the product positioning is in line with the local consumption level, and has become the first factor considered by 30% of dealers. The brand strength, brand awareness and advertising strength, as well as the profit margin given by the manufacturers, are all in the dealers. Considered.
Of course, after the agent is represented, the manufacturer should also give the merchant a little more service. In terms of services, it is important for manufacturers to explain relevant knowledge, either to provide trials or to provide on-site guidance.
There are a lot of similar competitive products in the market, which makes the dealers feel that they are in a difficult position. This factor accounts for 53%. The counterfeit and shoddy products and the increase in the price of the manufacturers have increased the cost. These two factors only account for 18% each; Another factor is that the subordinate dealers suddenly ask for more promotional support.
Competition is very big, vicious competition seems to be indispensable, a business suddenly reduced the price of similar products into the main way, accounting for 48%; and some merchants with interest rebates to grab customers, also accounted for 35%, it is more prominent. The appearance of brand A in the advertisements to depreciate the brand B has also occurred from time to time, accounting for 13%, and as for counterfeit products to hit the market, there have been few.
Although the entry point of this industry is not high, but to maintain it, it is still very laborious to do well, so the dealers engaged in this industry are relatively stable, with only a small amount of flow. However, some competitions are fierce, and there are still quite a lot of fluctuations due to competition.
Product market: Popular products are popular
The price of the product also reflects the characteristics of the northwest, that is, it is based on well-known popular brands, and too high-end or too low-end is not famous, it is difficult to get consumers' favor in the market.
In shampoo, the price of 10-18 yuan is the best-selling, and nearly half of the products sold in the market are at this price. The 19-30 yuan product accounted for one-third of the sales, and the remaining 20% ​​is less than 10 yuan.
In terms of the function of skin care products, hydrating and whitening products account for 60% of the market sales, and wrinkle. Moisturizing and sunscreen products are equally divided. On the price, the price of 20-40 yuan occupies 46% of the market; the products within 20 yuan and the products of 20-60 yuan each account for 23% of the market. As for the skin care products of more than 60 yuan, it is relatively high-end in many areas, so it only accounts for 8%.
Like other places, toothpaste products with a price of 3-6 yuan became the mainstream of the market, accounting for 71% of the market. And 29% of the share is less than 3 yuan. To the toothpaste products of more than 6 yuan, there is almost no share.
The price of shower gel is quite scattered. The product of 10-15 yuan accounts for 37%; the products of 5-10 yuan and 15-20 yuan each account for 24%. As for the products of more than 20 yuan, they only account for about 10%.
Marketing, TV is the best channel
Promote to become the main means of marketing, dealers in the Northwest, are very focused on promotion. Of course, the profit margin of the product is the primary factor for distributors to promote products, accounting for 43%; and one-third of dealers believe that as long as the manufacturers provide support, they can do a good promotion.
Of course, unlike mass consumer products such as toothpaste detergents, shampoos and cosmetics are easily sold and promoted. 56% of the dealers believe that cosmetics should be promoted to be sold, while 41% of dealers believe that shampoo shower gel is to be promoted.
In terms of promotion, 64% of the distributors said that the manufacturers should support them as appropriate. In addition, it is considered that no one is in the market or the manufacturers all support the promotion expenses, and each accounted for 18%.
Of the channels promoted, 64% believe that TV advertising is the most important, and newspapers or magazines have a 12% recognition. The rest of the way, it can be said that the effect is not great. This is because the traffic in the northwest region is inconvenient. Only the TV can break through the boundaries of time and space to achieve simultaneous propagation and deep coverage.
Of course, the overall situation of the washing and cosmetics market in the northwest region is roughly the same, but there is an obvious reality that the geographical dispersion here, and the ethnic groups live together, the consumption concept and consumption level are quite different, so when doing marketing, it is necessary Only in accordance with local conditions can it be effective.
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