This is a market where brands come together but it ’s difficult to combine product quality. Although it has a larger layout and more gameplay than beauty makeup, in the face of lack of word-of-mouth traction and huge marketing expenses, the space for mask brand brands to freely play is too limited.
This article comes from the WeChat public account: Rui Company (ID: shangjiezz) author: Tan Asia, drawing from the title: vision China
Today, more and more female consumers who are conscious of maintenance and willing to invest in real gold and silver have successfully applied “face mask” to seize the pure land before bed. But in the facial skincare market, which is much larger than make-up, it is not easy to kill a well-received dark horse.
According to the “2019 Tmall Mask Annual Report”, most of the brands entering the “first echelon” are involved in the price struggle of the “hundred yuan zone”. It is understood that most of the mask brands whose sales revenue has entered the TOP20 are mostly in this price zone.
“The price of facial masks has been completely ruined!” On April 26, the founder of a domestic skin care brand responded to an interview with a “Business” reporter, saying that the company has always regarded it as a major category of facial masks and encountered great challenges. In the vigorous promotion of new products, the problem of profit space being swallowed by various expenses has never been better solved.
In the domestic facial mask market, imported niche, big European and American brands and domestic facial masks are scrambling together. In addition to pricing, they also compete through channel and marketing strategies to create a stronger gunpowder smell for the track.
The reporter from “Business” learned that due to the epidemic situation, many big-name companies have temporarily suspended marketing and launching new plans. An industry source revealed to the “Business” reporter that the company not only delayed the release of new products, but also temporarily adjusted its price strategy. “All new products with a unit price of more than 300 yuan have been released.”
The mask industry circulates a “Douyin 69 Principle,” meaning more than 69 yuan