Analysis On The Strategy Of Creating Themeitian Brand Of Haina Cosmetics

Since the reform and opening up, China's economy has become the world's second largest economy, and the consumption of cosmetics in our country has also taken the second. In the twelfth five-year plans period, the direction of economic development of our country will move further to increase economic quality and put more protection to people's livelihood. Due to the influence of the financial crisis, the development of cosmetics industry in our country greets an important opportunity, in the strategic realization of the transformation of pattern of economic development.In this context, the cosmetics industry in our country is urgent to realize industrial upgrading and brand building, which is the urgent needs of this kind of industry's important development and enhancing the competitiveness. As for the capital formation, national cosmetic products appear to return, from original traditional dependence on foreign capital to independent research and creating national brands. Therefore, the twelfth five-year plans will be a very good period for the development of national cosmetics enterprise.Along with the rapid increase of national revenue, the giant development space and profit space in cosmetics market is forming in China, and the large domestic market called for high-qualified and competitive national brands, which will become a important basis and conditions for the steady expansion of domestic demand and economic sustainable development. Therefore, the development of cosmetics enterprise will get the country's key support and attention. In the management mode and all capital of cosmetics enterprise, the role played by private enterprise in cosmetics industry will also be a stimulus to the development of the service industry, which also asks us to strengthen the localization of national cosmetics brand and the internal management of national cosmetics enterprise, so as to strengthen the strength and vitality of economic entity in our country.Through the comprehensive analysis of the present situation of the cosmetics market, we realize soberly that China's current cosmetics market is forming a pyramid state, in whose pinnacle there's less brands but high profits, almost having no competitors, but on the contrary, there's good and evil corporation mixed up at the bottom of pyramid, with slim profits. Between nearly 4000 domestic cosmetics corporations, there's no more than 10 brands which Chinese consumers really know, and not any brand whose sale is over 1 billion every year, nearly 90% of share market of 0.1 trillion cosmetics inflows to the foreign capital enterprise. Therefore, the development of private invested cosmetics brands has become a priority in the development of our country's cosmetics enterprise. Through the analysis on comparative advantages and competitive factors, we find that China still has some misunderstanding in cosmetics enterprise, in the process of constructing the national cosmetics brands, such as domestic cosmetics brands used to compete with others by low quality, low price, low profits and cutting price, promotion, discounts also became the external performance of foreign brands to maintain market- advantaged position. There's a period in China when cosmetics enterprise rely too much on advertising, which is regarded as the panacea of the enterprise's development. Although intensive advertising reached the promotion effect in short-term, but the long-term effect of advertising is very deficient because the quality and management is not up to the customer request. At the same time, there's a period in China when cosmetics enterprise rely too much on marketing strategy, and rely too much on a direct result of the consumers'purchasing desire and purchasing behaviors, making domestic level 1 market appeared effect stagnation prematurely. Also, for a very long period of time, the domestic cosmetics enterprise ignore the work in the product development and patent application. In the product research and development, the scientific research level of Chinese cosmetics industry is very low, backward in technology, low technology content in product, and the development of recipe is also in the imitation stage at present. What's more, there's few varieties of raw materials, and the quality is not stable. Finally, the national cosmetics enterprise ignored creating the internal operation mechanism and the construction of enterprise culture in the process of development, and the cosmetics is a kind of special goods in culture and spirit , which directly lead to national brands'lack of nationality. In order to develop national cosmetic industry, we must seek countermeasures and methods to solve these problems.According to our research and market analysis against related enterprise, we realize that currently we have advantageous conditions and favorable opportunity for the development of our national cosmetics enterprises. We should increase the strength in the development of natural, organic, Chinese herbal medicine category of cosmetic products and market fluctuation, and make a national characteristics of cosmetics brand based on above research. Natural, organic, herbal of cosmetics products will be the trend of cosmetic beauty &skin care industry in the future.In China, cosmetics products have over thousands of years history, some effect of the Chinese herbal medicine is what chemicals could not comprehend. If we add modern science and technology, we will produce pop products according to customer request by depend on natural, organic, herbal of cosmetics products. At the same time, with the growth of middle class in China, awareness of high-end brand , and the commercial value of high-end brand, we should intensify the cultivation and development of high-end cosmetics market in our country , and bring a breakthrough for national cosmetic brand construction.Faced with increasingly fierce competition in the market, patent application, development and protection of the national cosmetics enterprises is also a key to building a national cosmetic brands. Our national enterprise must improve consciousness of patent protection, making the patent right promote the enterprises'development and be powerful backing to protect the enterprise in the competition, which is also the focus of our cosmetics enterprise in the future.Haina enterprise based on the research of the domestic cosmetics market analysis about consumer behavior ,the advantages, disadvantages of domestic and foreign competitors, as well as the analysis on the strategy of brand construction. Then they work out cosmetic brand construction, brand positioning, development strategy and brand marketing strategy for"Meitian", which provides a practical and feasible decision and analysis for Haina"Meitian"cometics brand construction.